This slide deck describes the Social Computing Guidelines IBMers created for accessing the Social Media outside IBM. A description of the guidelines themselves, of the reasons for them and of the motivation for IBM to engage in public Social Media is provided.

1. IBM Social Computing
Guidelines
Stefano Pogliani
Willem Gabilly

2. Please, beware of this
Note
● Slides with this symbol
© in the header contain graphic that you are not entitled to use.
●I personally bought those images and I am the only one having the rights to use them.
So, before using the deck as is, pls change those pictures
● I will be thankful to anybody who could propose me some alternative images FREE OF
COPYRIGHT which could be used to replace the ones that are tagged.
2 © 2011 IBM Corporation

3. 1997
2003
2005
2008
2010
3

4. Why engaging in Social Media ? ©
there are so
many things
to learn
4

5. Why engaging in Social Media ? ©
information
coming from
others
is much richer
than the one we can
discover
xx 5 ourselves

6. Why engaging in Social Media ?
we have something
to tell
6

7. Why engaging in Social Media ? ©
we
(IBMers)
are
citizens
of
7
this world

8. Why engaging in Social Media ?
Listen
Tell
Build
8

9. Why engaging in Social Media ?
to be
better
anchored
inside the
social and
business
9
fabric

10. Engaging implies opening to the outside world ©
10

11. When the door is open, we need some guidelines...
in order to
preserve IBM's
image and to
protect ourselves
11

12. Those guidelines are a natural evolution...
12

13. How to engage in Social Media ? 1
be
transparent
and open
be
13
yourself
© 2011 IBM Corporation

14. Openess, transparency, authenticity
Be who you are.
● Adopt a warm, open and approachable tone
Identify yourself
● use your real name, be clear on who you are, and identify that you work for IBM.
● IBM discourages anonymous, pseudonyms or false screen names where it relates to IBM.
● Got a vested interest? … be the first to point it out.
● Transparency and honesty.
Speak in the first person.
● Use your own voice; bring your own personality to the forefront; say what is on your mind.
Be smart about protecting yourself and your privacy.
● What you publish will be around for a long time, so consider the content carefully and also be
judicious in disclosing personal details.
14 © 2011 IBM Corporation

15. How to engage in Social Media ? 2
add
value
15 © 2011 IBM Corporation

16. Value
Provide worthwhile information and perspective
● IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.
Information you share about yourself, may help build relationships with
your readers
● but it is your choice to do so or not.
Blogs and social networks that are hosted on IBM-owned domains
should be used in a way that adds value to IBM's business.
If it
● helps you, your coworkers, our clients or our partners
● helps to improve knowledge or skills
● contributes directly or indirectly to the improvement of IBM's products, processes and policies
● builds a sense of community
● helps to promote IBM's Values.
then it is adding value.
16 © 2011 IBM Corporation

17. How to engage in Social Media ? 3
build
trustful
and
genuine
17
relations
© 2011 IBM Corporation

18. Trust
Respect copyright, fair use and financial disclosure laws
● For IBM's protection and well as your own.
● Laws differ depending on where you live and work.
When you do make a reference, link back to the source.
● Never quote more than short excerpts of someone else's work
● Good general blogging practice to link to others' work.
Don't cite or reference clients, partners or suppliers without their approval.
Don't publish anything that might allow inferences to be drawn which could
embarrass or damage a client.
Never discuss confidential details of a client engagement.
18 © 2011 IBM Corporation

19. How to engage in Social Media ? 4 ©
Respect for others
19 ...and of laws
© 2011 IBM Corporation

20. Respect
You should also show proper consideration for others' privacy and for
topics that may be considered objectionable or inflammatory, such as
politics and religion.
● Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be
acceptable in IBM's workplace.
● Don't pick fights
Avoid unnecessary or unproductive arguments - nobody wins in the end.
● When you see misrepresentations made about IBM, you may use your blog or someone else's
to point that out.
Always do so with respect, stick to the facts and identify your
appropriate affiliation to IBM.
● About competitors, make sure it is factual and does not disparage them
● Make sure that what you are saying is factually correct.
Be the first to respond to correct your own mistakes.
● If you choose to modify an earlier post, make it clear that you have done so.
20 © 2011 IBM Corporation

21. How to engage in Social Media ? 5
Personal
Responsibility
21 © 2011 IBM Corporation

22. Personal Responsibility
There are always consequences to what you publish
● IBMers are personally responsible for the content they publish on-line.
If you are in doubt of publishing, review the guidelines and/or BCG
● still unsure, and it is related to IBM business, discuss it with your manager
●
Ultimately you have sole responsibility for what you publish in any online social media.
Don't provide IBM's or another's confidential or other proprietary
information.
Be aware of your association with IBM in online social networks.
● Use disclaimers as appropriate.
Don't use IBM logos or trademarks unless approved to do so.
22 © 2011 IBM Corporation

23. Actually....
Do not write or say anything you
would not like to see on the
23 front page of the NYT © 2011 IBM Corporation

24. The main idea behind all this
move from
mass communication...
24

25. … to more tight relationships
to a
mass of communicators
25

26. …where we all are...
ambassadors
for the brand
(not
spokesmen)
26 © 2011 IBM Corporation

27. In this new context « We are no more in control »
of our
traditional
spheres
27 of business

28. And this brings to a radical transformation of our behaviour ©
from
Proximity
to
28
Affinity

29. We think we have so much to gain from this transformation !
Influence instead than
29
control

30. The Authentic Enterprise
30 © 2011 IBM Corporation

31. Educate and empower ©
Opening to the outside implies that
we also open to the inside
31 © 2011 IBM Corporation

32. 32 © 2011 IBM Corporation

33. What did we learn from this ?
...we live in the
33
Age of Relationships !

34. ...and in the « age of relationships »
being
Social
is not
an
34
option
© 2011 IBM Corporation

35. So, why de we engage in Social Media ?
Listen
Tell
Build
35

36. How did we engage in Social Media ?
Transparent Value
Trust
36
Respect Responsability

37. Actually...
being Social
is not the
goal of our
business
37 © 2011 IBM Corporation

38. But ...
doing
business
as a
Social
38
Entity...
© 2011 IBM Corporation

39. … may become
the best
way
39
to do our business ! © 2011 IBM Corporation

40. 40 © 2011 IBM Corporation

41. IBM's 'Social Computing Guidelines' are publicly available
41 © 2011 IBM Corporation

42. Discussion
42

43. Thank You !
stefano.pogliani@fr.ibm.com @wiwiking
http://tech.poglianis.net
@stefanopog
43