Presentation effectuee par Stefano POGLIANI et Willem GABILLY (IBM) lors de la conference Media Aces sur les Social Media Guidelines du 25 octobre 2011 a l’ESG Management School

1. IBM Social Computing
Guidelines
Stefano Pogliani
Willem Gabilly

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1997
2003
2005
2008
2010

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Pourquoi s'engager dans les Médias Sociaux ?
il y a
beaucoup
des choses
à apprendre

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Pourquoi s'engager dans les Médias Sociaux ?
l'information
venant des
autres
est plus riche
que celle qu'on peut
découvrir
nous-mêmes

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Pourquoi s'engager dans les Médias Sociaux ?
On a
des
choses
à dire

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Pourquoi s'engager dans les Médias Sociaux ?
On (IBM)
est des
citoyens
De
ce monde

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On a beaucoup à gagner dans cette ouverture
Influencer plutôt que
contrôler

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IBM Social Computing Guidelines

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1 Comment s'engager dans les Médias Sociaux ?
être
transparent
ouvert
soi-même ©2011 IBM Corporation

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Ouverture, transparence, authenticité
● Be who you are.
● Identify yourself - name and, when relevant, role at IBM - when you discuss
IBM or IBM-related matters.
─ IBM discourages anonymous, pseudonyms or false screen names where it
relates to IBM.
● Speak in the first person. Use your own voice; bring your own personality to
the forefront; say what is on your mind.
● Transparency and honesty - use your real name, be clear on who you are,
and identify that you work for IBM.
─ Got a vested interest? … be the first to point it out.
● 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 Corporation

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2 Comment s'engager dans les Médias Sociaux ?
Ajouter
de la
valeur
©2011 IBM Corporation

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Valeur
● 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 Corporation

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3 Comment s'engager dans les Médias Sociaux ?
établir des
relations
de
confiance ©2011 IBM Corporation

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Confiance
● 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 Corporation

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4 Comment s'engager dans les Médias Sociaux ?
Respect
des autres
...et des droits
©2011 IBM Corporation

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Respect
● Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct
that would not be acceptable in IBM's workplace.
● 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 pick fights
─ Avoid unnecessary or unproductive arguments - nobody wins in the end.
● 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.
● When you see misrepresentations made about IBM, you may use your blog
or someone else's to point that out.
©2011 IBM Corporation

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5 Comment s'engager dans les Médias Sociaux ?
Responsable
envers son travail
©2011 IBM Corporation

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Responsabilité personnelle
● 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.
● Use disclaimers as appropriate.
● Don't provide IBM's or another's confidential or other proprietary information.
● Be aware of your association with IBM in online social networks.
● Don't use IBM logos or trademarks unless approved to do so.
©2011 IBM Corporation

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Finalement....
Ne rien écrire qu'on ne souhaiterait
pas voir à la une
du NYT ! ©2011 IBM Corporation

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L'idée est celle ...
de passer de la
communication de masse

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… à des liens plus étroits
Masse de communicants

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Une transformation radicale
de la
Proximité
à l'
Affinité

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« Nous n'avons plus le contrôle »
de nos
sphères
traditionnelles
d'activité
professionnelle

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L'entreprise authentique
©2011 IBM Corporation

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Eduquer et « empower »
S'ouvrir à l'extérieur demande qu'on
s'ouvre aussi à l'intérieur
©2011 IBM Corporation

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©2011 IBM Corporation

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Qu'est-ce qu'on a compris ?
...on vit dans l'
ère des relations !

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Dans cette « ère des relations »
être
Social
n'est
plus une
option
©2011 IBM Corporation

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En effet...
Social
être
n'est pas le
but de notre
métier ©2011 IBM Corporation

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Mais ...
faire du
business
comme une
Entité
Sociale...
©2011 IBM Corporation

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… peut être
la meilleure
façon
de faire notre métier !
©2011 IBM Corporation

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©2011 IBM Corporation

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Nos 'Social Computing Guidelines' sont disponibles
©2011 IBM Corporation

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Discussion

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MERCI !
stefano.pogliani@fr.ibm.com @wiwiking
http://tech.poglianis.net
@stefanopog