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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/

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

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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/. About Sun. Approximately 33,000 employees worldwide Distributed workforce Heavy email use Culture Share - PowerPoint PPT Presentation

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Page 1: Blah, blah, blah, BLOG! (Is that all there is?)

Blah, blah, blah, BLOG!

(Is that all there is?)

Terry McKenzieSenior Director,Global Employee Communications & CommunitiesIABC – March, 2008

blog: http://sun.com.blogs/tmac/

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About Sun...

• Approximately 33,000 employees worldwide• Distributed workforce• Heavy email use• Culture

> Share> Participate> Open> Innovation> Transparency

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From Communications to Communities

Communication?

Interesting.Communities?

Vital.

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From “Old” to New World

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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

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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

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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

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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

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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

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Communication Environment 2010

• Participation rules – and is rewarded• Experts outside of org charts• Intranet outside firewall

> Any device, anywhere, any time • Mandated virtual town halls for top executives• 33,000 Sun employees building communities via

technology

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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

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Blogging...Is that all there is?

Well, no.

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Blogging...Is that all there is?

It was just our starting point...

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Guiding Principles & Tips

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Know What You Want to Accomplish

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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

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Matching Tools to Goals

• Wikis for collaboration/knowledge sharing

• Blogs to build reputation, share information • Text messaging/IM for quick connections• Forums and message boards to get employee

feedback, solve mutual problems• Facebook, MySpace, Ning to build relationships,

share

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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

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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

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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

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Bottom Line: Can You Live with This?

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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)

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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

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The Social GraphManage 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

Sun

Developers

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Social Architecture

• Know your audience• Lead by example• Social equity • WIIFM, MMFI, MMFV• Make it easy• Be patient

It's a social movement more than a technology. Treat it as such.

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Social Architecture Scope

Build the infrastructure for those who will be here in five years, not necessarily for those who are here today

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Policy & Governance

• Privacy issues • Publishing rules – what, to whom when?• Context Matters• Litigation• Intellectual property• IT conformance and flexibility• EOL rules

Somebody has to be the adult (sigh).

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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!

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Our Mantra

Everything always in beta Jonathan Schwartz, CEO, Sun

Microsystems

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Blah, blah, blah, BLOG!

(Is that all there is?)

Terry McKenzieSenior Director,Global Employee Communications & CommunitiesIABC – March, 2008

blog: http://sun.com.blogs/tmac/

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Appendix

• Usage examples• Social Media Readiness Tips• Recommended Reading• Other cool places to check out

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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

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Digital Library Services

• Blogs• Wikis• Twitter• RSS• Sun in Second Life

>Training for employees>Six islands >Main Pavillion showcase for technology>Employee only island

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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

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“Getting Started” Guide

Wiki with information on various types of social media tools

Distributed virally through a variety of channelsAlso educating entire comms team

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Online Forum

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Facebook Application

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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

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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/

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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