English version of presentation held for IT team of Interdobs. The world changes with big impact on the demand on corporate IT. Organizations focus on reducing cost, due to bad experiences in the past and financial pressure Sourcing of IT professionals is done by procurement and almost always based on rate. Smaller IT specialists will have to differentiate themselves. The added value of these companies is in their team. Social media and social networking helps in showing and proving their strengths.

1. Vision ~ Knowledge ~ Results
collaboration, pragmatic approach and innovation using Java & Oracle
Social Media for IT professionals
Frank Dorst ~ CTO, Whitehorses
Presented at Interdobs, Gorinchem –November, 15th 2010

2. Whitehorses B.V.
15 Nov. ‘10
Topics:
Introduction
World of IT
Differentiating
capacity
Going Social
Tips
Q&A

3. Whitehorses B.V.
Whitehorses
● Projects & Consultancy
● Since 2001, focused on Netherlands
● 25 employees
SOA / BPM
Oracle platform
Java development
Agile / Scrum
● Architecture
● Process optimization
● (Composite) applications
● Infrastructure

4. CHANGE
The World of IT …

5. Whitehorses B.V.
Change has never been so quick and
so fundamental
5

6. Usersaremoreassertive...
…theyknowwhattheywant

7. … they want it faster
… and faster
… preferably NOW

8. … and they want more
… and more
… and more!

9. Whitehorses B.V.
De druk ligt bij IT
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
MISLUKTE PROJECTEN
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
MISLUKTE PROJECTEN
HOGE KOSTEN
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
MISLUKTE PROJECTEN
HOGE KOSTEN
DEADLINES GEMIST
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
MISLUKTE PROJECTEN
HOGE KOSTEN
DEADLINES GEMIST
FOUTE FUNCTIONALITEIT
De druk ligt bij IT
en de geschiedenis spreekt
niet voor ons.
MISLUKTE PROJECTEN
HOGE KOSTEN
DEADLINES GEMIST
FOUTE FUNCTIONALITEIT
ETC.
IT is preasured to keep up
… but our track record is
not flawless.
FAILED PROJECTS
OVER BUDGET
OVER DUE
FUNCTIONAL MISMATCH
ETC.
ETC.

10. Is this how our users perceive us?

11. Whitehorses B.V.At least there’s no mutual trust?

14. … the cost will have to go down
So if the added value of IT is not seen …

15. IT professionals are treated as “commodi
Sourcing is done by procurement
(yes, the same department that buys paperclips)
Selection is done from a resume
(using term matching…)

18. So, what does this all mean for the specialized IT services companies?

20. Whitehorses B.V.
Focus on what you’re good at
Value Disciplines Model by
Michael Treacy & Fred Wiersema
Customer Intimacy
(best total solution)
Operational Excellence
(lowest TCO)
Product Leadership
(best product)
Innovation
Superior brand image
Time-to-market
For big ISP’s
For sourcing
intermediaries

21. Whitehorses B.V.
Differentiate
Knowlegde
Visibility
Findable
Result
as a COMPANY
&
as a PROFESSIONAL

22. The professionals make the
difference
Best specialists
Best technology
Best methods

23. Everyone can say they’re good …
… how can you prove it?

24. Whitehorses B.V.
BRANDING
Develop your identity

26. Website in Dutch, targeted on Dutch
market

27. References
Show knowledge
Community involvement

28. Innovation / knowledge
Community interaction
Blog in English, targeted on
international tech community

29. Knowledge network
Platform for our professionals

30. Promote yourself

31. Whitehorses B.V.
Our websites
● Decide on target audience(s)
● Website in Dutch, promoting our company
● Blog in Engels for the community, promoting
the expertise of our professionals
● Show and prove our USP’s
● Do it together, everybody is an author
● “No fear” policy for publication: no
thresholds, open communication, trust

32. Doubled our traffic after
new focus

33. Reaching community
audience outside
Netherlands

34. Whitehorses B.V.
The next step: Going Social

35. Whitehorses B.V.

36. Useful information from
your network
Interesting to see
(change privacy settings)
Expand your network

37. Be smart about your
descriptions
(they are indexed)
Share your web presence
Make a useful URL

38. Integrate with LinkedIn
Applications, like
Slideshare and
WordPress blogs.
Share where you’ll be
and promote your own
events

39. Very, very important:
“collect” recommendations

40. Whitehorses B.V.
LinkedIn
● Probably the most important network
● Very powerful way to “prove” your personal strengths
● Write clear texts, if applicable in your local language
and in English
● Take it seriously and be complete
● Link to your websites, blog, twitter, etc.
● Use LinkedIn applications to integrate other content
● Tweak your Public Profile (indexed by Google)
● Choose contact and privacy settings
● Be active, network, ask for recommendations

41. Whitehorses B.V.
Blogging

42. Example of personal Blog site: MyTuppence

43. Example of personal Blog site: Ome-B.nl

44. Example of personal Blog site: About APEX

45. Example of personal Blog site: Deltalounge

46. Example of personal Blog site: Biemond

47. Whitehorses B.V.
Blogging for visitors
● Choose a topic and “stick to it”
● Publish regularly
● Work on getting visitors
● SEO
● Use the right tools: Wordpress or Blogger
● Use your network
● Use the community

48. So, what’s the pay-off?
Recognition, invitations, awards…

49. Blogger = Press !

50. Whitehorses B.V.

51. Description is limited. Be
smart about it, it’s indexed!
Additional information may be
added to your background image
(not indexed of course)
Whitehorses company
account = 100% business

52. Personal account used for
business and personal tweets

53. Use for promotion

54. Share interesting
facts and events

55. Whitehorses B.V.
Twitter for your profession
● What’s your strategy, your goal?
● Who do you target?
● Build a following
● Tweet (actively):
– Publications
– Interesting findings
– Related opinions, links and events
● Help your network: RT

56. Whitehorses B.V.
Share presentations
… and reach a larger audience

58. Whitehorses B.V.
Is it a “social media revolution”?
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&hd=1

60. Whitehorses B.V.
Bring visitors from Search Engines
● Google Page Rank
● Think Keywords
● Create unique content
● Use a good CMS
● Build “back links”
● Use your social network

61. Whitehorses B.V.
Example: optimize keyword SEO
1. Create at least 500 words of relevant content
2. Keyword(s) must be in title (TITLE Tag)
3. Keyword(s) must be in URL
4. Keyword(s) must be in headings (H1, H2 & H3 Tags)
5. Keyword(s) must be in first & last sentence
6. Keyword(s) must be about 2% - 4% of all words
7. Create at least 1 outbound link to internal page with
keyword(s) in “anchor text”
8. Create at least 1 outbound link to REPUTABLE external page
(i.e. Wikipedia) with keyword(s) in “anchor text”
9. Avoid bogus external links
10. Use at least 1 image with keyword(s) in ALT text
11. Use the keyword(s) in bold, italic en underline

62. Whitehorses B.V.
Social Media Tips
● What do you want to accomplish?
● Avoid mixing up private and business
● Continuity
● Work on your network
(it’s not going to happen by itself)
● Help you colleagues and your
network: link, RT, share, fav, etc.

63. Whitehorses B.V.
What’s the payoff?
● It’s fun!
● Recognition
● Visibility
● Trust
● A broader network
And …
- Innovative reputation
- Better brand image
- Proof of results
- Better projects!

64. http://geekandpoke.typepad.com/geekandpoke/2010/08/how-to-balance-social-and-life.html

65. Whitehorses B.V.
Frank Dorst
Whitehorses
www.whitehorses.nl
frank.dorst@whitehorses.nl
@frank_dorst
www.mytuppence.nl