Blogging at IBM: an overview The Great Mind Challenge Daryl Pereira – IBM Academic Programs Blogging at IBM: an overview The Great Mind Challenge

What does blogging bring to internal collaboration? Blogging at IBM: an overview What does blogging bring to internal collaboration? The enterprise Internal dept (eg. R&D) Internal Collaboration

Who are the top bloggers inside IBM? Blogging at IBM: an overview Who are the top bloggers inside IBM? 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 Focus on SWG blog

What are other popular blog types? 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)

What does blogging bring to external communications? 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

What is the current state of the developerWorks blogs? 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

Where do people come from and how do they get there? Blogging at IBM: an overview Where do people come from and how do they get there? Search still dominates Strong emphasis on developing world Growth in social media Top keywords Emphasis on non-IBM

What can we learn from top bloggers? 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

What can we learn from top bloggers? 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

Are you ready to blog? Attitude Courage Where is the value? 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/

What about microblogging? 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

What are the next steps? Sign up for a developerWorks blog 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!