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Blogging at IBM: an overview The Great Mind Challenge

Discover the power of blogging at IBM, from internal collaboration to external communications. Get expert tips and insights on top bloggers, popular blog types, and the impact of social media.

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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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