Talk given at Digital Surrey on June 24th 2010 How and why businesses can be more social online, and why they should

1. Stepping out of
the online echo
chamber
aka, how companies can be more social
in business, and why they should
or simply, some random waffling about “social@work”
Andy Piper
andypiper.co.uk
http://www.flickr.com/photos/purecaffeine/4713475381/

2. IBM has over
380,000
employees;
over 50% are
mobile
http://flickr.com/photos/killermart/34566562/

4. http://www.flickr.com/photos/crobj/4376489172/

5. Dynamic,
social, active
http://flickr.com/photos/shawdm/820926627/

6. What do
you mean,
“online echo
chamber”?

7. We love ourselves…
But who can tell why?

8. Some events can do
“social” really badly...

9. Don’t just broadcast:
Listen, create, respond,
provide content

10. Time to change!

11. Some of the tools...
! Lotus Connections
! Profiles (a social network)
! Blogs
! Bookmarks/Dogear
! Activities (for leading a project)
! Communities
! Wikis
! Files (document sharing)
! Sametime Unyte – eMeetings
! SocialBlue (like Facebook)
! Microblogging
! Connections
! Twitter
! Bluetwit

12. Networks,
microbrands,
& guerilla
marketing

13. Empower
Educate
Trust
Your people are
your brand “Use social media as a means to
expose IBM's experts - and
expertise - to the world”
(Adam Christensen,
IBM Social Media
Communications)

14. Spring 2005
http://flickr.com/photos/hans-on-experience/14188376/

15. Spring 2005
May 2008
http://flickr.com/photos/hans-on-experience/14188376/

16. Summary:
• Follow the BCGs
• Take personal responsibility
• Include a disclaimer
http://ibm.com/blogs/zz/en/ • Don’t cite clients
guidelines.html
• Don’t pick fights
EU + FTC rules!

17. Results:
New ideas
New conversations

18. Happier employees, happier and
more engaged customers

20. Try a little…
Social alchemy
http://www.flickr.com/photos/kitsu/33808356/

21. “magic”
(sometimes
called
innovation)
happens here

22. Diversity = strength
Word-of-mouth = trust
Networks = value

23. Connect
http://twitter.com/andypiper
http://andypiper.co.uk
http://slideshare.net/andypiper
We podcast YOUR tags!
http://dogearnation.com