IBM Communications

| 2005

IBM’s Blogging Strategy

Philippe BorrremansPublic Relations Managerl'Echangeur, ParisSeptember 27, 2005

© 2004 IBM Corporation

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IBM Communications

Blogging Program | © 2004 IBM Corporation

Why is IBM blogging ?

Contribute

Continueto engage

Learn

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IBM Communications

Blogging Program | © 2004 IBM Corporation

IBM blog strategy: engage, contribute and learn

Educate IBMers and encourage them to engage

– Action: release guidelines for all

Identify select IBM industry, business and technical thought leaders

– Pilot in key industries & issues (e.g., healthcare, open standards, collaborative innovation, accessibility)

– Collaborate with strategic IBM allies (like Power.org)

Engage with external bloggers

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Blogging Program | © 2004 IBM Corporation

IBM blog strategy: build a management system

Sense what’s happening in the blogosphere that affects IBM – and be prepared to respond

– Capture insights and direct them back into the business

Equip IBM bloggers with information on priority issues

– Provide information on priority issues, e.g., open standards

– Create a syndication feed and w3 (intranet) ‘home’ for IBM bloggers

Align blog strategy with internal and external technology strategy

– Team with IBM’s CIO office, Software Group…

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Blogging Program | © 2004 IBM Corporation

Inside IBM

Blog Central now has more than 12,000 registered users in 72 countries (+20%

since launch)

Now nearly 4,000 total Blog Central blogs – more than a 300% increase since

launch.

Number of monthly posts up more than 50% since launch.

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Blogging Program | © 2004 IBM Corporation

IBM Blogging Guidelines: the process

Established a Wiki to create IBM’s blogging guidelines

Solicited input from our most active bloggers

Received 118 discrete, traceable entries and edits

Enabled completion of the guidelines – with blogger “buy-in” – in less than 30 days

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Blogging Program | © 2004 IBM Corporation

Guidelines given heavy w3 (intranet) coverage upon release

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Blogging Program | © 2004 IBM Corporation

Outside IBM

IBM has now more than 20 external blogs…

They range from personal CXO blogs over industry blogs to “thought

leadership” blogs

They are NOT managed/controlled by the Communications function and have

dedicated authors

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Blogging Program | © 2004 IBM Corporation

RSS feeds and Podcasting

http://www.ibm.com/ibm/syndication/

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Blogging Program | © 2004 IBM Corporation

The tip of a very large iceberg…

The interrelationship of blogs, wikis, syndication and “tagging” form the backbone of an entirely new Web experience

– Distributed social computing platform and new data management model

– Has potential to impact most parts of IBM’s business.

Parallels are being made to 1996/1997, when IBM had to decide how it would approach the Internet

– IBM has an opportunity to define and lead how this model applies to the enterprise

IBM Software Group has now begun the process of creating an IBM-wide POV on the opportunity/threat

– Partnership discussions already underway with major players in the space

– One aspect of these discussions focuses on creating a blogging platform on ibm.com

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Blogging Program | © 2004 IBM Corporation

Merçi, thank you…

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IBM Communications

Blogging Program | © 2004 IBM Corporation

Guidelines for IBM bloggers: Summary

1. Know and follow IBM's Business Conduct Guidelines.

2. Blogs, wikis and other forms of online discourse are individual interactions, not corporate communications. IBMers are personally responsible for their posts. Be mindful that what you write will be public for a long time—protect your privacy.

3. Identify yourself – name and, when relevant, role at IBM – when you blog about IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.

4. If you publish a blog or post to a blog and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: “The postings on this site are my own and don’t necessarily represent IBM’s positions, strategies or opinions.”

5. Respect copyright and fair use laws.

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Blogging Program | © 2004 IBM Corporation

Guidelines for IBM bloggers: Summary

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

7. Don't cite or reference clients without their approval.

8. Respect your audience. Don't use ethnic slurs, personal insults, obscenity, etc., and show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory – such as politics and religion.

9. Find out who else is blogging on the topic, and cite them.

10.Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.

11.Try to add value. Provide worthwhile information and perspective.