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

2. 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

3. 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

4. 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)

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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?

11. 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

12. 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!