The document presents a discussion led by Christopher Wyble and Michael Young on the use of social software to engage members and address common challenges faced by organizations. It emphasizes the importance of community building, ethical behavior, and utilizing various social media platforms for effective communication. Additionally, it provides resources and lessons learned from their experiences in leveraging social software.

1. Going deeper: Engaging your
members and allies with social
so8ware
Friday 08 October 2010 ∙ 9:00‐10:30 AM ∙ Room 505
Christopher Wyble ∙ cwyble@us.ibm.com
Michael Young ∙ miyoung@us.ibm.com

2. Let’s start off with the ground rules.
hOp://www.sxc.hu/photo/1156821

3. This isn’t a lecture… it’s a conversaWon. hOp://www.sxc.hu/photo/114141

4. We welcome your quesWons at any Wme, but we may
park them as a reminder for later on. hOp://www.sxc.hu/photo/1000269

5. Disclaimer: Okay, you found us out. We’re IBMers. IBM builds
and sells a lot of this “social so8ware” stuff, but that’s not
why we’re here. We’re here to talk about the concepts and
how we use them, not to sell the tools.

6. Let’s start at the top.
Social so8ware is a big
umbrella; everybody fits.
What are you using? What
challenges do you have?
Here’s how we use it, and
what we’ve learned along
the way.
What else is out there?

7. One year ago today, we explained the
basics.

8. What are you using?

9. A lot of groups experience the same
problems, obstacles and challenges.
What are your challenges?
Here are some common ones.
hOp://www.sxc.hu/photo/293381

10. Unable to idenWfy your community?
hOp://www.sxc.hu/photo/1146670

11. Privacy, anonymity, and ownership of data
can scare users.
hOp://www.sxc.hu/photo/193180

12. Do you have to ask permission just to
post an event on your web site?
hOp://www.sxc.hu/photo/149570

13. Do you even have a web site?
hOp://www.flickr.com/photos/lord‐jim/2245362817/

14. People all over the country? The world?
hOp://www.sxc.hu/photo/679773

15. Trouble gekng the word out?

16. Here are the problems we face.

17. So, how do we use social so8ware?
And what have we learned?
Out@IBM

18. In the beginning, Mike created a
community. And it was good.

19. Let members self‐idenWfy.

20. So, let’s plan a year for our ERG.

21. We’ve got an idea. Let’s discuss.

22. Make some rules, of course.
Empower all employees… they are the brand.
• Behave professionally and ethically.
• Take personal responsibility.
• Include a disclaimer: your opinions are yours, not IBM’s.
• Don’t pick fights.
“Use social media as a means to expose IBM’s experts—and
experWse—to the world.”
Adam Christensen
Manager, Social Media CommunicaWons
hOp://www.ibm.com/blogs/zz/en/guidelines.html

23. Maintain your sanity!

24. Do more than just present.

25. Reach different people different ways.
Blog Share
about it. pictures.
Upload the
Tag informaWon.
recording.

26. It even works in public!

27. That’s what we learned along the way.
What other problems sWll exist?

28. What else is out there?

29. Tell me a story… in 140 characters.
• Connect people with
content available
elsewhere
• AlternaWve to tradiWonal
subscripWon feed because
it’s mulW‐direcWonal and
easy to re‐broadcast

30. Where are you right now?
• Connect with customers,
build loyalty
• Bringing communiWes
together on an ad hoc
basis

31. Now’s the Wme. Any other quesWons?
hOp://www.sxc.hu/photo/1000269

32. Social so8ware resources
Blogger – blogging plarorm – hOp://www.blogger.com/
Blogspot – blogging plarorm, now part of Blogger – hOp://www.blogspot.com/
Delicious – social bookmarking – hOp://delicious.com/
Facebook – social networking – hOp://www.facebook.com/
Flickr – social photo sharing – hOp://www.flickr.com/
Friendster – social networking – hOp://www.friendster.com/
Last.fm – social music sharing – hOp://www.last.fm/
LinkedIn – social networking for professionals – hOp://www.linkedin.com/
LiveJournal – blogging plarorm – hOp://www.livejournal.com/
Lotus ConnecWons – social so8ware for business – hOp://www.ibm.com/lotus/connecWons/
LotusLive – social networking and collaboraWon services – hOp://www.lotuslive.com/
Magnolia – social bookmarking – hOp://ma.gnolia.com/
MovableType – blogging plarorm – hOp://www.movabletype.org/
MySpace – social networking – hOp://www.myspace.com/
TwiOer – microblogging – hOp://twiOer.com/
WebEx – online meeWngs ‐‐ hOp://webex.com/
Wordpress – open source blogging plarorm – hOp://www.wordpress.com/ and
hOp://www.wordpress.org/
YouTube – social video sharing – hOp://www.youtube.com/

33. Housekeeping
This presentaWon is made available under a CreaWve Commons
AOribuWon‐Share Alike 3.0 United States License
(hOp://creaWvecommons.org/licenses/by‐sa/3.0/us/).
All photos are used under license from Stock Exchange (
hOp://www.sxc.hu), Flickr (hOp://www.flickr.com/), iStockPhoto
(hOp://www.istockphoto.com/), the individual copyright holder, or
are publicly available and not copyrighted.

34. Going deeper: Engaging your
members and allies with social
so8ware
Christopher Wyble ∙ cwyble@us.ibm.com
Michael Young ∙ miyoung@us.ibm.com