IBM Communications
| 2005
IBM’s Blogging Strategy
Philippe BorrremansPublic Relations Managerl'Echangeur, ParisSeptember 27, 2005
© 2004 IBM Corporation
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Why is IBM blogging ?
Contribute
Continueto engage
Learn
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IBM Communications
Blogging Program | © 2004 IBM Corporation
IBM blog strategy: engage, contribute and learn
Educate IBMers and encourage them to engage
– Action: release guidelines for all
Identify select IBM industry, business and technical thought leaders
– Pilot in key industries & issues (e.g., healthcare, open standards, collaborative innovation, accessibility)
– Collaborate with strategic IBM allies (like Power.org)
Engage with external bloggers
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IBM Communications
Blogging Program | © 2004 IBM Corporation
IBM blog strategy: build a management system
Sense what’s happening in the blogosphere that affects IBM – and be prepared to respond
– Capture insights and direct them back into the business
Equip IBM bloggers with information on priority issues
– Provide information on priority issues, e.g., open standards
– Create a syndication feed and w3 (intranet) ‘home’ for IBM bloggers
Align blog strategy with internal and external technology strategy
– Team with IBM’s CIO office, Software Group…
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Inside IBM
Blog Central now has more than 12,000 registered users in 72 countries (+20%
since launch)
Now nearly 4,000 total Blog Central blogs – more than a 300% increase since
launch.
Number of monthly posts up more than 50% since launch.
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IBM Communications
Blogging Program | © 2004 IBM Corporation
IBM Blogging Guidelines: the process
Established a Wiki to create IBM’s blogging guidelines
Solicited input from our most active bloggers
Received 118 discrete, traceable entries and edits
Enabled completion of the guidelines – with blogger “buy-in” – in less than 30 days
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Guidelines given heavy w3 (intranet) coverage upon release
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Outside IBM
IBM has now more than 20 external blogs…
They range from personal CXO blogs over industry blogs to “thought
leadership” blogs
They are NOT managed/controlled by the Communications function and have
dedicated authors
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IBM Communications
Blogging Program | © 2004 IBM Corporation
RSS feeds and Podcasting
http://www.ibm.com/ibm/syndication/
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IBM Communications
Blogging Program | © 2004 IBM Corporation
The tip of a very large iceberg…
The interrelationship of blogs, wikis, syndication and “tagging” form the backbone of an entirely new Web experience
– Distributed social computing platform and new data management model
– Has potential to impact most parts of IBM’s business.
Parallels are being made to 1996/1997, when IBM had to decide how it would approach the Internet
– IBM has an opportunity to define and lead how this model applies to the enterprise
IBM Software Group has now begun the process of creating an IBM-wide POV on the opportunity/threat
– Partnership discussions already underway with major players in the space
– One aspect of these discussions focuses on creating a blogging platform on ibm.com
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Merçi, thank you…
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Guidelines for IBM bloggers: Summary
1. Know and follow IBM's Business Conduct Guidelines.
2. Blogs, wikis and other forms of online discourse are individual interactions, not corporate communications. IBMers are personally responsible for their posts. Be mindful that what you write will be public for a long time—protect your privacy.
3. Identify yourself – name and, when relevant, role at IBM – when you blog about 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 a blog 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 and fair use laws.
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IBM Communications
Blogging Program | © 2004 IBM Corporation
Guidelines for IBM bloggers: Summary
6. Don’t provide IBM’s or another’s confidential or other proprietary information.
7. Don't cite or reference clients without their approval.
8. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, etc., and show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory – such as politics and religion.
9. Find out who else is blogging on the topic, and cite them.
10.Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.
11.Try to add value. Provide worthwhile information and perspective.