Blah, blah, blah, BLOG! (Is that all there is?)

1. Blah, blah, blah, BLOG!(Is that all there is?) Terry McKenzie Senior Director, Global Employee Communications & Communities IABC – March, 2008 blog: http://sun.com.blogs/tmac/

2. About Sun... • Approximately 33,000 employees worldwide • Distributed workforce • Heavy email use • Culture • Share • Participate • Open • Innovation • Transparency

3. From Communications to Communities Communication? Interesting. Communities? Vital.

4. From “Old” to New World

5. Culture 2005 • Kick butt and have fun • “You aren't the boss of me” • We're right – the rest of the world is wrong • On the defensive (for good reason!)‏ • Personality cult around CEO

6. Communication Environment 2004 • No paper • Email favorite communication method • Robust intranet – 35,000 plus hits a day • Mandated town halls for top 15 executives • Podcasts popular • #1 communication complaint by employees: information overload

7. Some Dates on the Path • 2004 • Sun COO Jonathan Schwartz launches blog • 2005 • YouTube founded • Wikipedia has 750,000 entries • 2007 • Sun CEO Jonathan Schwartz issues challenge to Employee Communications Group

8. Culture 2008 • “Let's just imagine – for one minute – that the analysts are right, and we DO suck...” • Accountability • Teamwork • Very much more adult-to-adult • Transparency, authenticity, courage highly valued

9. Communication Environment 2008 • Robust intranet but down to 8,000 hits a day • No mandated town halls • wikis.sun.com • Videocasts/podcasts • Virtual town halls, virtual conferences • Almost 4,000 bloggers (all external)‏ • Close to 5,500 Sun employees on Facebook • Around 50 Facebook Sun groups • Six Sun islands in Second Life

10. Communication Environment 2010 • Participation rules – and is rewarded • Experts outside of org charts • Intranet outside firewall • Any device, anywhere, any time • Mandated virtualtown halls for top executives • 33,000 Sun employees building communities via technology

11. Intranet 2010 • Outside firewall • Layered security • 90/10 instead of 10/90 • RSS/gadget-driven • 33,000 employees on social graph • Social equity rewards participation

12. Blogging...Is that all there is? Well, no.

13. Blogging...Is that all there is? It was just our starting point...

14. Guiding Principles & Tips

15. Know What You Want to Accomplish

16. Common Social Networking Goals • Connect with friends and co-workers quickly • Influence others • Share • Play • Get what you want (not what someone else wants you to have)‏ • Build communities

17. Matching Tools to Goals • Wikis for collaboration/knowledge sharing • Blogs to build reputation, share information • Textmessaging/IM for quick connections • Forums and message boards to get employee feedback, solve mutual problems • Facebook, MySpace, Ning to build relationships, share

18. Who is Using Social Media at Sun? • Our CEO • Corporate Groups • Global Employee Communications and Communities • Sun Learning Services • Marketing/PR • People and Places (HR)‏ • Engineering Groups • Global Systems Engineering • Sun Labs ....to name a few

22. Reasons to Blog • Engage in industry conversation • Direct way for executives to communicate with customers, shareholders, partners, and employees • Promotes transparency • Free PR (if used correctly)‏ • Authenticity

23. And Reasons Not to.... • Company culture • Comfort level with risk • Not everyone is a good writer • Your executive wants to use a ghost writer • Need to post regularly • Patience...It takes time to build a readership

24. Bottom Line: Can You Live with This?

25. Sun Blog Policy – My Interpretation • Be interesting • Don't be stupid • If you get in trouble, we won't pay the legal bills (For the official policy, go to: http://www.sun.com/aboutsun/media/blogs/policy.html)‏

26. Other Applications • Customer conference building wiki • Training,selling, celebrating in Second Life • Dialogue through forums, bloggers' alias • Collaboration through wikis and collab sites • Virtual conferences/meetings • Relationship building at Facebook • CEpedia ‏

27. The Social Graph Manage comprehensive Social Graph of activities, personal profiles, relationships, social groupings and fine-grained privacy settings for personal data. • Personal Profile information w/fine grained privacy settings • Relationships between people • Friendships, business connections • Memberships in Groups / Networks • Enables better • Personalization • Sharing • Activities • Communications • Travel / event plans • Collaboration IBM Developers Sun

28. Social Architecture It's a social movement more than a technology. Treat it as such. • Know your audience • Lead by example • Social equity • WIIFM, MMFI, MMFV • Make it easy • Be patient

29. Social Architecture Scope Build the infrastructure for those who will be here in five years, not necessarily for those who are here today

30. Policy & Governance Somebody has to be the adult (sigh). • Privacy issues • Publishing rules – what, to whom when? • Context Matters • Litigation • Intellectual property • IT conformance and flexibility • EOL rules

31. What We're Doing at Sun We don't control, we encourage We educate: Internally and externally We leverage our culture We value interaction/participation We explore and experiment We look both to the future and to the present We avoid reinventing the wheel We embrace chaos!

32. Our Mantra Everything always in beta Jonathan Schwartz, CEO, Sun Microsystems

33. Blah, blah, blah, BLOG!(Is that all there is?) Terry McKenzie Senior Director, Global Employee Communications & Communities IABC – March, 2008 blog: http://sun.com.blogs/tmac/

34. Appendix Usage examples Social Media Readiness Tips Recommended Reading Other cool places to check out

35. Global Systems Engineering • Blogs • blogs.sun.com/stern • blogs.sun.com/gsedivas • blogs.sun.com/innovation • CEpedia wiki (behind firewall)‏ • People, communities • Architecture, products • Contests, announcements, voting, ratings • Podcasts • Innovating@Sun • Geek Speak

36. Digital Library Services • Blogs • Wikis • Twitter • RSS • Sun in Second Life • Training for employees • Six islands • Main Pavillion showcase for technology • Employee only island

37. GECCO: Social Media Mashup • WHO: Social media partners/thought-leaders • WHY: Networking and information sharing • HOW: Panel discussions & time to network • Inventory of progress in various parts of Sun • Best practices in community building • Privacy/security

38. “Getting Started” Guide • Wiki with information on various types of social media tools • Distributed virally through a variety of channels • Also educating entire comms team

39. Online Forum

40. Facebook Application

41. Social Media Readiness Tips Identify your end goal Identify social media tool(s) that best match(es) your end goal Know your culture – does social media fit with your organization's culture? Know your audience, their needs, likes, and dislikes Keep it simple; make it easy Identify change management practices needed to bring others along Know the WIIFM Know your challenges Involve the right people Identify proper owner/sponsor

42. Recommended Reading • The Long Tail, by Chris Anderson • The Cult of the Amateur, by Andrew Keen • Wikinomics, by Don Tapscott & Anthony D. Williams • Made to Stick, by Chip Heath & Dan Heath • The Tipping Point, by Malcolm Gladwell • The Wisdom of Crowds, by James Surowiecki • Sun Blogs: • Jonathan's Blog http://blogs.sun.com/jonathan/ • Tmac http://blogs.sun.com/tmac/category/Sun • MaryMary http://blogs.sun.com/mary/ • DD Eco Notes http://blogs.sun.com/enviro/ • CSR http://blogs.sun.com/csr/

43. Additional Sites & Tools Yahoo! Pipes: http://pipes.yahoo.com Composition tool for aggregation etc. StumbleUpon.com SecondLife:Online digital world for social networking Twitter, Jaiku, Pownce, Seesmic, Utterz etc. Facebook: http://www.facebook.com Wikis at Sun: http://wikis.sun.com Openeco.org Netvibes.com