ibm social computing guidelines

IBM Social Computing Guidelines

Stefano PoglianiWillem Gabilly

© 2011 IBM Corporation2

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Note©

Please, beware of this

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19972003

200520082010

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there are so many things to learn

Why engaging in Social Media ? ©

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Why engaging in Social Media ?

xx

information coming from

othersis much richer

than the one we candiscover

ourselves

©

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Why engaging in Social Media ?

we have something to tell

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Why engaging in Social Media ?

we (IBMers)

are citizens

ofthis world

©

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Why engaging in Social Media ?

Listen

TellBuild

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Why engaging in Social Media ?

to be better

anchoredinside the

social and business fabric

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Engaging implies opening to the outside world ©

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When the door is open, we need some guidelines...

in order topreserve IBM's

image and toprotect ourselves

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Those guidelines are a natural evolution...

© 2011 IBM Corporation13

How to engage in Social Media ?

be transparent

and open

beyourself

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© 2011 IBM Corporation14

Openess, transparency, authenticity

Be who you are.● Adopt a warm, open and approachable tone

Identify yourself● use your real name, be clear on who you are, and identify that you work for IBM.● IBM discourages anonymous, pseudonyms or false screen names where it relates to IBM.● Got a vested interest? … be the first to point it out.● Transparency and honesty.

Speak in the first person. ● Use your own voice; bring your own personality to the forefront; say what is on your mind.

Be smart about protecting yourself and your privacy. ● What you publish will be around for a long time, so consider the content carefully and also be

judicious in disclosing personal details.

© 2011 IBM Corporation15

How to engage in Social Media ?

addvalue

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© 2011 IBM Corporation16

Value

Provide worthwhile information and perspective● IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.

Information you share about yourself, may help build relationships with your readers

● but it is your choice to do so or not.

Blogs and social networks that are hosted on IBM-owned domains should be used in a way that adds value to IBM's business. If it

● helps you, your coworkers, our clients or our partners ● helps to improve knowledge or skills● contributes directly or indirectly to the improvement of IBM's products, processes and policies● builds a sense of community● helps to promote IBM's Values.

then it is adding value.

© 2011 IBM Corporation17

How to engage in Social Media ?

build trustful

and genuine

relations

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© 2011 IBM Corporation18

Trust

Respect copyright, fair use and financial disclosure laws● For IBM's protection and well as your own.● Laws differ depending on where you live and work.

When you do make a reference, link back to the source. ● Never quote more than short excerpts of someone else's work● Good general blogging practice to link to others' work.

Don't cite or reference clients, partners or suppliers without their approval.

Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.

Never discuss confidential details of a client engagement.

© 2011 IBM Corporation19

How to engage in Social Media ?

Respect for others...and of laws

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© 2011 IBM Corporation20

Respect

You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory, such as politics and religion.

● Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace.

● Don't pick fightsAvoid unnecessary or unproductive arguments - nobody wins in the end.

● When you see misrepresentations made about IBM, you may use your blog or someone else's to point that out.

Always do so with respect, stick to the facts and identify your appropriate affiliation to IBM.

● About competitors, make sure it is factual and does not disparage them ● Make sure that what you are saying is factually correct.

Be the first to respond to correct your own mistakes.● If you choose to modify an earlier post, make it clear that you have done so.

© 2011 IBM Corporation21

How to engage in Social Media ? 5

PersonalResponsibility

© 2011 IBM Corporation22

Personal Responsibility

There are always consequences to what you publish● IBMers are personally responsible for the content they publish on-line.

If you are in doubt of publishing, review the guidelines and/or BCG ● still unsure, and it is related to IBM business, discuss it with your manager● Ultimately you have sole responsibility for what you publish in any online social media.

Don't provide IBM's or another's confidential or other proprietary information.

Be aware of your association with IBM in online social networks.● Use disclaimers as appropriate.

Don't use IBM logos or trademarks unless approved to do so.

© 2011 IBM Corporation23

Actually....

Do not write or say anything you would not like to see on the

front page of the NYT

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The main idea behind all this

move from

mass communication...

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… to more tight relationships

to amass of communicators

© 2011 IBM Corporation26

…where we all are...

ambassadors for the brand

(not spokesmen)

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In this new context « We are no more in control »

of our traditional

spheresof business

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And this brings to a radical transformation of our behaviour

fromProximity

toAffinity

©

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Influence instead than control

We think we have so much to gain from this transformation !

© 2011 IBM Corporation30

The Authentic Enterprise

© 2011 IBM Corporation31

Educate and empower

Opening to the outside implies that we also open to the inside

©

© 2011 IBM Corporation32

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What did we learn from this ?

...we live in theAge of Relationships !

© 2011 IBM Corporation34

...and in the « age of relationships »

being Socialis not

an option

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So, why de we engage in Social Media ?

Listen

TellBuild

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How did we engage in Social Media ?

Trust

ValueTransparent

Respect Responsability

© 2011 IBM Corporation37

Actually...

being Social is not the goal of our business

© 2011 IBM Corporation38

But ...

doing business

as a Social

Entity...

© 2011 IBM Corporation39

the best wayto do our business !

… may become

© 2011 IBM Corporation40

© 2011 IBM Corporation41

IBM's 'Social Computing Guidelines' are publicly available

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Discussion

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Thank You !

@wiwikingstefano.pogliani@fr.ibm.comhttp://tech.poglianis.net@stefanopog