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© 2010 IBM Corporation
Ethan McCartyManager, IBM Workforce Enablement & Alumni RelationsIntranet Editor in Chief
Editorial intranet content or social media? Both.
© 2009 IBM Corporation2
Content management to community management
Ethan McCarty 2010
IBM intranet: 1996-2010
© 2009 IBM Corporation3
Content management to community management
Ethan McCarty 2010
The rise of the user-generated intranet
© 2009 IBM Corporation4
Content management to community management
Ethan McCarty 2010
© 2009 IBM Corporation5
Content management to community management
Ethan McCarty 2010
Super-provocative thesis
The way you run/govern your editorial team has a direct impact on the kind of content you will have on your intranet.
And that will determine its impact, usefulness to the business and longevity.
© 2009 IBM Corporation6
Content management to community management
Ethan McCarty 2010
Our old content management mode
Very limited number of publishers
Most editors located near CHQ in New York
All spoke and published in English
Emphasis was on consistency and security
Fragmented set of tools
© 2009 IBM Corporation7
Content management to community management
Ethan McCarty 2010
© 2009 IBM Corporation8
Content management to community management
Ethan McCarty 2010
© 2009 IBM Corporation9
Content management to community management
Ethan McCarty 2010
Some community management principles
Believe in the power of openness and inclusiveness
Offer value rather than reproach
Participation counts, not attendance
Solicit group input and then make significant decision based on it
Everything needs to link to everything
Entertainment value can lead to business value
© 2009 IBM Corporation10
Content management to community management
Ethan McCarty 2010
Community management tactics
Wiki instead of team room
Weekly calls instead of monthly/quarterly calls (shift from broadcast to participatory). And participation counts rather than attendance (podcast, Five Minute Master classes)
Service instead of enforcement (classes and office hours, Top Quality Content program)
Conversation rather than broadcast (blog and SameTime meeting)
Fun rather than fear (service anniversaries, ECM Goddess, book reviews, change in tone of notes)
© 2009 IBM Corporation11
Content management to community management
Ethan McCarty 2010
Our community, our home
1. Project management
2. Co-authoring
3. Knowledge sharing
© 2009 IBM Corporation12
Content management to community management
Ethan McCarty 2010
Weekly call
Initially monthly then quarterly at dual times …now weekly with podcast
30 mins – disciplined.
Recorded and podcasted, linked from the blog with notes for discussion
Five Minute Masters class
Open discussion forum
© 2009 IBM Corporation13
Content management to community management
Ethan McCarty 2010
From enforcement to serviceYou don’t want to be the warden in the intranet jail. Not only does that
system scale poorly, it’s a rather unattractive metaphor for your life.
Top quality program – shared guidelines for what makes great content, shared responsibility for raising the bar
Classes run each week on various topics – from headline-writing to page layout
Discussion forum monitored on our Lotus Connections Community inviting people from the outer reaches of the community to ask for help
Publishing guidelines clearly posted on team wiki and editable by the community as needed (along with sample code, images, other resources…)
© 2009 IBM Corporation14
Content management to community management
Ethan McCarty 2010
Conversation rather than spamification
We send out very, very few mass emails
All mass emails link back to our blog, our wiki and our podcast
Anything we discuss on the call we note on the blog
© 2009 IBM Corporation15
Content management to community management
Ethan McCarty 2010
We value the social component to our community
Weekly team-day in person, all are welcome if they happen to be in the area
Celebrate service anniversaries and birthdays
Recognize great work on the call and in the blog
All of our (infrequent) mass emails include fun book recommendations and are written in a light tone
Encourage social chat in the team call text chat
Some of our tutorial content has entertainment value – “ECM Goddess” video series, funny blog posts
© 2009 IBM Corporation16
Content management to community management
Ethan McCarty 2010
IBM intranet editorial community
Nearly 2000 contributors
Weekly meeting attendance varies between 65 – 110
Very active community forum
Very active participant-generated help section of the wiki
High participation in crowdsource efforts (like content management cleanup, ranking of technical requirements, editorial calendar enhancements etc)
© 2009 IBM Corporation17
Content management to community management
Ethan McCarty 2010
Concise news writing
Scannable layout
Non-executive Experts identified
Embedded multimedia (use of YouTube) and captioned version
Tagging widget
Rating widget
Comments…lots of comments
© 2009 IBM Corporation18
Content management to community management
Ethan McCarty 2010
Mindblowers
Exciting tone designed to reach global audience
Draws ideas from internal IBM Mindblowers community – nearly 200 members
Sneak previews offered to community
Great discussion on article page
Written, filmed and edited for $0.00 program dollars
© 2009 IBM Corporation19
Content management to community management
Ethan McCarty 2010
Nearly 250 comments in 72 hoursNearly 250 comments in 72 hours
Would be about 30 feet long if printed outWould be about 30 feet long if printed out
IBMers have a lot to say!IBMers have a lot to say!
© 2009 IBM Corporation20
Content management to community management
Ethan McCarty 2010
Smarter cities
Supports live events
Integrates feed reader populated by associated hashtags from twitter + live blogging from participants
The story is the user comments and live feed from attendees including images on Flickr
Several intranet editors attend and tweet from the event
© 2009 IBM Corporation21
Content management to community management
Ethan McCarty 2010
This is where I work
Focus on team or individual doing work that is representative of Smarter Planet agenda
Intranet editor helps them find their voice, package content
Interesting working location is the ‘hook’
Incredible response in comments/rating (e.g. nearly 100 comments)
© 2009 IBM Corporation22
Content management to community management
Ethan McCarty 2010
A few conclusions
Our intranet contributors are always looking for and trying new ways to build in user generated content. But it’s no wonder…because it’s becoming the way they work.
Attendance and participation on our team calls and web tools has been incredible, but it’s no surprise because we make the content valuable and fun.
There’s been a tangible change in the relationship between the CHQ team and the global editors. Simply quantified, we get a heck of a lot more emails thanking us for what we do…and the same goes for our community-driven editorial content.
We have been able to improve satisfaction with intranet news (employee feedback TWE survey) and readership of socially-driven content seems to outpace traditional content (more repeat visits.)
© 2009 IBM Corporation23
Content management to community management
Ethan McCarty 2010
© 2009 IBM Corporation24
Content management to community management
Ethan McCarty 2010
• In the spring of 2005, IBMers used a wiki to create a set of guidelines for all IBMers who wanted to blog. These guidelines aimed to provide helpful, practical advice – and also to protect both IBM bloggers and IBM itself, as the company sought to embrace the blogosphere. The guidelines were endorsed by IBM, posted internally and then shared publicly by our bloggers. Since then, IBMers by the tens of thousands have relied on these guidelines when blogging, as well as when engaging in many other forms of online publishing, discussion and interaction.
• Now, three years have passed, and many new forms of social media have emerged. So this spring we turned to IBMers again, to re-examine our guidelines and determine what, if anything, needed to be modified. The result has been one new guideline, regarding online social networks, and a broadening of the existing guidelines’ scope to include other forms of “Web 2.0” social media.
1. Know and follow IBM’s Business Conduct Guidelines.2. 2. Blogs, wikis and other forms of online discourse are individual interactions, not corporate communications. IBMers are personally
responsible for their post. Be mindful that what you publish will be public for a long time – protect your privacy.3. Identify yourself – name and, when relevant, role at IBM – when you discuss IBM or IBM-related matters. And write in the first person.
You must make it clear that you are speaking for yourself and not on behalf of IBM.4. If you publish a blog or post to any website outside of IBM and it has something to do with work you do or subjects associated with
IBM, use a disclaimer such as this: “The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.”
5. Respect copyright, fair use and financial disclosure laws.6. Don’t provide IBM’s or another’s confidential or other proprietary information. Ask permission to publish or report on conversations
that are meant to be private or internal to IBM.
Community-updated blogging guidelines to be inclusive of all forms of social computing: blogs, social networks, wikis, virtual worlds, etc.
2008 IBM Social Media Guidelines