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Blogging at IBM: an overview The Great Mind Challenge

Daryl Pereira – IBM Academic Programs. Blogging at IBM: an overview The Great Mind Challenge. Blogging at IBM: an overview. What does blogging bring to internal collaboration?. The enterprise. Internal dept (eg. R&D). Internal Collaboration. Blogging at IBM: an overview.

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Blogging at IBM: an overview The Great Mind Challenge

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  1. Daryl Pereira – IBM Academic Programs Blogging at IBM: an overviewThe Great Mind Challenge

  2. Blogging at IBM: an overview What does blogging bring to internal collaboration? The enterprise Internal dept (eg. R&D) Internal Collaboration

  3. Blogging at IBM: an overview Who are the top bloggers inside IBM? Focus on SWG blog • CEO receives 200K visits, 700+ comments • Next 5 posts all from senior management • Focus on video as engagement strategy (Obama fire-side chats) • Strong emphasis on growth initiatives, change management

  4. Blogging at IBM: an overview What are other popular blog types? Focus on SWG blog • Around 4,400 blogs (single-owner & group) • Innovation Jams use blog format for brainstorming and sharing ideas • Group blogs used for communication from teams (eg. New releases)

  5. Blogging at IBM: an overview What does blogging bring to external communications? The enterprise Extenal-facing(eg. marketing) Customer-facing(eg. support) Social CRM Social Media Marketing

  6. Blogging at IBM: an overview What is the current state of the developerWorks blogs? • 800+ public blogs • 1.4m views per quarter • Global, tech focus • Large brand initiatives to individual bloggers • Platform publishes visit counts • In process of major upgrade

  7. Blogging at IBM: an overview Where do people come from and how do they get there? Search still dominates Strong emphasis on developing world Top keywords Growth in social media Emphasis on non-IBM

  8. Blogging at IBM: an overview What can we learn from top bloggers? • Top 20 bloggers: 1/3 of all visits • Mix of individual and group blogs • Average blog age: 2.5 years • Average posting frequency: 7 posts/month (median: 5) • Most use Twitter for promotion • Predominantly English-language

  9. Blogging at IBM: an overview What can we learn from top bloggers? • Provide an angle on popular themes and topics • Best way to promote blog is to let others do it • Don’t be afraid of negative feedback and comments • Be prepared to spend the time for best results https://www.ibm.com/developerworks/mydeveloperworks/blogs/InsideSystemStorage/?lang=en

  10. Blogging at IBM: an overview Are you ready to blog? • Attitude • Courage • Where is the value? • How do you plan/execute? http://www.digitalageofmarketing.com/2012/09/11/its-not-social-its-human/

  11. Blogging at IBM: an overview What about microblogging? Tweetdeck works well as a monitoring / publishing tool Professor posts informative links • Become accustomed to one of the most popular social media tools in business • Build knowledge by exploring topics around the subject • Monitor conversations • #TGMCSocial Critical assessment of articles Tying subject back to current affairs Students dip their toe in the water

  12. TGMC Social Business Edition What are the next steps? • Sign up for a developerWorks blog • Learn about the Microsoft Livewriter blogging client • Learn about embedding video • Ask Daryl any questions • Get blogging!

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