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Stepping out of the echo chamber

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Andy Piper
Andy Piper

Talk given at Digital Surrey on June 24th 2010 How and why businesses can be more social online, and why they should

TechnologyBusiness
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Stepping out of the online echo chamber aka, how companies can be more social in business, and why they should or simply, some random waffling about “social@work” Andy Piper andypiper.co.uk http://www.flickr.com/photos/purecaffeine/4713475381/
IBM has over 380,000 employees; over 50% are mobile http://flickr.com/photos/killermart/34566562/
http://www.flickr.com/photos/crobj/4376489172/
Dynamic, social, active http://flickr.com/photos/shawdm/820926627/
What do you mean, “online echo chamber”?
We love ourselves… But who can tell why?
Some events can do “social” really badly...
Don’t just broadcast: Listen, create, respond, provide content
Time to change!
Some of the tools... ! Lotus Connections ! Profiles (a social network) ! Blogs ! Bookmarks/Dogear ! Activities (for leading a project) ! Communities ! Wikis ! Files (document sharing) ! Sametime Unyte – eMeetings ! SocialBlue (like Facebook) ! Microblogging ! Connections ! Twitter ! Bluetwit
Networks, microbrands, & guerilla marketing
Empower Educate Trust Your people are your brand “Use social media as a means to expose IBM's experts - and expertise - to the world” (Adam Christensen, IBM Social Media Communications)
Spring 2005 http://flickr.com/photos/hans-on-experience/14188376/
Spring 2005 May 2008 http://flickr.com/photos/hans-on-experience/14188376/
Summary: • Follow the BCGs • Take personal responsibility • Include a disclaimer http://ibm.com/blogs/zz/en/ • Don’t cite clients guidelines.html • Don’t pick fights EU + FTC rules!
Results: New ideas New conversations
Happier employees, happier and more engaged customers
Try a little… Social alchemy http://www.flickr.com/photos/kitsu/33808356/
“magic” (sometimes called innovation) happens here
Diversity = strength Word-of-mouth = trust Networks = value
Connect http://twitter.com/andypiper http://andypiper.co.uk http://slideshare.net/andypiper We podcast YOUR tags! http://dogearnation.com

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