1. Corporate Microblogging
A Case Study in Enterprise Social Networking
Joel A. Kline, Lebanon Valley College
KonstanzeBrown, Dell Computer, Inc.

2. Overview
Microblogs
Enterprise Microblogs
Yammer product
Trends (Enterprise)
Quantitative
Qualitative
Best Practices
Contact Information
3. Microblogs
Form of a blog one to many distribution
Differ from conventional blogs in format, content, and delivery
Arranged as feeds
140 character limitation for posts
Distribution is typically to a list that you control or monitor
Real-time status
Businesses use social microblogsprimarily for branding, PR, advertising, and consumer engagement.
4. Enterprise Microblogs
Enterprise microblogs are internal to the organization
More secure than social microblogs
No character limit
Distribution is typically to a list that you control or monitor
Real-time status
Yammer, Socialcast,Chatter, and Present.ly
File, image, bookmarking, and community features
Combine the confidentiality of a one-to-one platform (e.g. email) with the collaborative tools of a one-to-many system .
5. Marc Benioff, the chief executive of Salesforce.com, predicts that demand for corporate social-networking services will take off as managers realise that they now know more about strangers on Twitter and Facebook than they do about the people in their own organisation. Some analysts agree with him
The Economist, January 28th, 2010
6. Yammer Interface
7. Yammer: User Choices (My Feed)
Trend 1: DM is better than email
Trend 2: You can find your stuff
Trend 3: Import RSS (int. or ext.)
8. Yammer: Menu Choices (Global)
Trend 5: Create Groups for people/projects/activities
Trend 4: Identify and find experts
Trend 6: Store Content
9. Qualitative Trends
Yammer became a completely employee driven system
Search feature: goes beyond traditional email search
Custom interface choices: browser, desktop app, Blackberry, iPhone
Community go outside the organization
Evolving usage models: group building, crowdsourcing, employees who love photography, knowledge brokerage system, events
Employees created the culture and structure of the platform and management entered the conversation using this ethos
10. Sample Feeds
PaulAtDellSeriously loving our internal Dell Yammer now that it is reaching critical mass & @MichaelDell is using it. Pure awesome.02:40 PM - Mar 26
Finally, I under played the importance of the partner side of the announcement, but then what do you expect, Im a product guy. Dells own Barton George, who was live blogging, tweeting, and on the Dell Yammer group live from the event, posted the following as part ofhis blog entry on the event.
From a San Fran event for systems engineering
11. Best Practices
Think about Yammer in terms of permissions, just like you would MOSS or other enterprise apps
Examine the security of your email address list prior to a wide scale Yammer implementation
Constantly sync your email list and the member list in the platform (no automatic deletion)
Wall off specific tasks, activities, and people using the Groups function
Extend current policies regarding electronic channels such as access, confidentiality, IP, and usage protocols to your microblog
Technology which is employee driven needs a few evangelists
Determine how your employee-driven platform will integrate or interface with corporate or executive driven platforms
12. Questions?
Contact Information
Konstanze Brown
Dell Computer, Inc.
512.723.8293
Konnie_Brown@Dell.com
Joel Kline
Lebanon Valley College
717.867.6108
jkline@lvc.edu
www.cultofsharing.com