This presentation was given by B.J. Schone and John Polaschek at DevLearn 2009. It covers many aspects of micro-blogging in a corporate environment, and it includes a case study about Yammer at Qualcomm.

1. A Case Study of Micro-Blogging for Learning at Qualcomm B.J. Schone and John Polaschek November 11th, 2009

2. About Qualcomm

3. Enterprise 2.0 Series

4. Enterprise 2.0 Series

6. Why micro-blogging?

7. Why micro-blogging?

8. From Andrew McAfee… "What do these technologies allow you to do that you couldn't do before?“ You can make connections with people that you did not know existed. Better collaboration is not the only goal: Now you also find out new people with whom to collaborate. Narrate your work: This makes it easier for others to find you and connect with you.

9. Emergent Forms of Communication 1 to Many No Guaranteed Response Response Likely 1 to Few Asynchronous (Verbose) Real-time (Brief)

10. Explosive growth of Twitter Source: Compete.com

11. Does micro-blogging really count as learning?

12. Does micro-blogging really count as learning? Source: http://www.answers.com/learning

13. “As human beings, we learn socially. If we need an answer to a question or guidance for completing a procedure, a very natural response is to ask someone else, be that person a friend, manager or mentor. We know that many people learn best in groups and some people learn more quickly by asking others for an explanation, rather than by reading or studying on their own.” Bersin & Associates Research Bulletin, 2009 Volume 4, Issue 36

14. “The more effortlessly employees can communicate, collaborate and share new insights with one another, the faster an organization can respond to changing customer expectations and business conditions.” Ross Mayfield, CEO of SocialText, Web 2.0 Expo

15. How to select a micro-blogging platform Find a sponsor and get buy-in. Once you have buy-in… Budget Decide: Internal vs. external? Think about: IT infrastructure, intellectual property Gather requirements Involve HR, Corp. Communications, Legal, IT Do some research / investigate vendors

17. We selected Yammer Reasons: Yammer is ready for the enterprise. Yammer has a mobile interface. Yammer is the best fit for Qualcomm – right now. We considered: CubeTree Laconica / Identica / StatusNet Presently SocialText

18. How we access Yammer Blackberry app iPhone app Windows Mobile app Android app (Coming soon) Desktop app Outlook plugin Firefox add-on Web browser Google Reader Twitter Ping.fm (Coming soon)

19. Challenges Some people just won’t get it. And that’s ok. Remain objective. Don’t evangelize too much. Legal challenges / intellectual property issues may arise. Electronic media policies may need to be updated. Remember that the success of these systems isn’t always based on numeric data. Keep security in mind.

20. Politics!

22. Tips for a Successful Implementation Begin with a grassroots approach. Hold informal training sessions. Find a vocal group of beta testers. Don’t set strict rules. Constantly monitor user feedback and make changes as needed. Communicate the ‘story’ of micro-blogging. Use micro-blogging as a back channel during training. Contests, quizzes, giveaways, sneak peeks. Partner with internal departments. (Beer!)

23. Top Uses of Micro-blogging at Qualcomm Connecting - “Does anybody know…?” Community building Bridging silos, distances (international offices) Continuous status updates Real time chat Industry research and news Internal marketing Increase sphere of influence

24. Examples

34. Measurement

35. Number of Yammer Users Official launch Pilot begins * The Enterprise 2.0 Series ran from May through October.

36. Number of Yammer Messages Official launch Pilot begins * The Enterprise 2.0 Series ran from May through October.

37. Metcalfe’s Law "The value of a telecommunications network is proportional to the square of the number of connected users of the system." Source: http://en.wikipedia.org/wiki/Metcalfe%27s_law

38. Measurement What's the ROI of a 24/7 fully-networked, 100% connected workforce? Can you put a price on the answers generated and the relationships that may have been created? Show examples to business leaders and let them decide the value of the network.

39. Unexpected Benefits Knowledge experts / SMEs emerged Brought groups together over common topics Bridged silos (IT, HR, Legal, Employee Comm.) Led to the update of official eMedia policy Sparked Enterprise 2.0 discussions Ignited product roadmaps talks in our Business Development group

40. The Moral of the Story Partner, partner, partner. Educate, educate, educate. Succeed or fail cheap and fast. Provide an Enterprise 2.0 alternative, otherwise employees will use Web 2.0. Micro-blogging and other 2.0 technologies are changing the way we learn, work, develop products, and do business today.

41. Contact Us B.J. Schonebschone@qualcomm.comhttp://www.eLearningWeekly.com John Polaschekjpolasch@qualcomm.com

42. Thank You