Blogging | Social Media University, Global (SMUG)

Yammer 103: Coordinating Media Relations Idea Gathering

Among the benefits of Yammer is the ability to subscribe to, or “follow,” conversations or “tags” that you find interesting.

So instead of a mass e-mail going to 100 people in your department, you can Yammer with a tag, and only those people who are following that tag will get the e-mail.

Then they can respond by e-mail, and it all gets gathered, archived and redistributed through Yammer.

Here’s a practical example.

Suppose you have a geographically dispersed media relations team. You want to gather recommendations for potential subject experts for a story in an article you are writing for a publication.

Old Way #1: Send a mass e-mail to your whole department. Annoy most of the recipients with what they consider spam.

Old Way #2: Send an e-mail to a distribution list you have created, those who work in media relations. But no one who isn’t on your list gets the message, even if they might have something to contribute. The message is locked up in your recipients’ e-mail inboxes.

The Yammer Way: Go to Yammer and post your question with appropriate tags. It will look something like this as you enter it:

And in the Yammer timeline, it will look like this:

So, for colleagues who have followed the #press-call-alert or #media-relations tags, and who have their e-mail settings set appropriately, like this…

…will get e-mails sent directly to them. If they reply to the message, their responses also will be posted to Yammer.

The other benefit is that by being in the Yammer timeline, your message is available to others in your workplace, who may not have originally subscribed, but who might see that a conversation is occurring and decide to chime in.

And through Yammer tags, people subscribe to messages of interest to them. You don’t need to have someone maintain a master distribution list or, what’s worse, have each individual on the team maintaining his or her own distribution list. The lists maintain themselves in Yammer as people “follow” given tags.

The other benefit is that instead of having the info locked in e-mail inboxes, the Yammer site is searchable, creating a knowledge base for the workplace. But we’ll discuss that more in Yammer 104.

Assignments:

If you are a Mayo employee in Public Affairs, click this #public-affairs link and see if you can get signed up for and have access to this Yammer tag. You also could try following #social-media-team, #medical-edge, #media-relations and #press-call-alert.
If you are NOT a Mayo employee, I would be interested to find out what happens when you click those links in #1 above, or specifically whether you can see this particular Yammer. Part of the benefit of Yammer is that you can limit your updates to be only visible by your co-workers. If you can see mine (or if you can’t), I’d appreciate knowing that.

So let me know how this works for you in the comments below!

Yammer Time(s)

Yammer, which I have been featuring in a new curriculum offering, was featured significantly today in the New York Times and its Technology blog.

Here’s an excerpt from the article:

Successes like YouTube, the online video site sold to Google for $1.65 billion in 2006, convinced some venture investors that building a Web site with a large number of users could still be more valuable than making money from paying customers.

Now, as the global economy enters a severe downturn, the relative merits of these two philosophies will be tested again.

The two poles of the debate are apparent in the world of microblogging, where people use the Web or their cellphones to blast short updates on their activities to a group of virtual followers.

…

Yammer’s business model is compelling, Mr. Sacks said, because it spreads virally like a consumer service, but earns revenue like a business service. Anyone with a company e-mail address can use Yammer free. When that company officially joins — which gives the administrator more control over security and how employees use the service — it pays $1 a month for each user. In Yammer’s first six weeks, 10,000 companies with 60,000 users signed up, though only 200 companies with 4,000 users are paying so far.

The founders and backers of Twitter, which has reportedly raised $20 million from venture capitalists, are just as adamant about their decision to grow first and monetize second.

I love Twitter. In fact, a Tweet from Dennis McDonald is what alerted me to the blog post, which led me to the article. But I think the real strength of Yammer is precisely that it didn’t make a choice between growing and monetizing.

It has a business plan.

It can grow immensely (as it has) through viral, bottom-up adoption. It’s mode of adoption isn’t really much different from Twitter. Anyone can sign up for free using a company e-mail address, and can invite co-workers. The only limit is that people from outside your company can’t be part of your network.

But for most businesses, that’s actually a plus. I can talk with my co-workers about what I’m working on, or share links, without the whole world seeing.

And I’m betting that with this New York Times coverage, the growth is going to greatly accelerate. I recommend you check out both the article and the blog post.

Yet despite being positioned for strong growth, the Yammer leadership actually has a plan for how to make money from the service; a fee amounting to $12 per employee per year.

Some companies may try Yammer and then decide to go with their own microblogging networks, completely behind the corporate firewall. But at least through Yammer they can experiment with the concept for free instead of spending a bunch of money on a new software package and trying to get employees to use it.

This is a variation of how Microsoft has driven Sharepoint, except the Microsoft staff already has strong relationships with the corporate IT departments. Microsoft gives Sharepoint to companies for a free trial, and then charges a large fee if they end up deploying long-term.

Yammer doesn’t have those IT relationships, and so is using a bottom-up strategy.

I will still use Twitter for connecting with the world, but it’s going to be fun experimenting with Yammer to see how it can help workplace collaboration.

Do you use Twitter? Have you tried Yammer? What do you think of the two services and how you might apply them in your work?

Yammer 102: Your Yammer Profile

This course is part of the Yammer curriculum for Social Media University, Global. It shows you how you can adjust your personal settings to tailor Yammer to meet your communication needs.

After you’ve experimented with Yammer, please share your impressions in the comments.

And if you find this course helpful, you can use one of the buttons below to share it with your friends or the broader community.

Why Dad is Blogging (And Why I’m Helping)

As Lee LeFever has noted, mixing politics and education isn’t a good idea, though someone should break the news to people like Ward Churchill, who rant about their personal political views at taxpayer expense. (Come to think of it, I guess the governor of Colorado has communicated that to Churchill.)

That’s why, although I’ve been transparent about my previous work in politics, I’ve confined SMUG posts to analyzing how social media is being used by campaigns and is affecting this year’s elections. As Chancellor, I can’t be fired, but I also want to keep SMUG true to its educational mission. And frankly, I have a family and a very interesting and challenging day job that keep me fully occupied.

But last week my Dad, who is co-chair of the Mower County Republican Committee, asked me to help him by typing the text for a newspaper ad, I got an idea for something I thought would be much better.

Instead of a single ad that would run once or twice and would be limited in space and content, I suggested that he and his fellow activists start a blog and use a series of smaller ads on radio and in the local newspaper to promote it.

That way they could write in more depth about the issues that mattered to them, instead of settling for slogans that wouldn’t likely convince anyone, especially given their limited budget and the huge amounts being spent by the various candidates.

People who are active politically usually get involved because they have ideas about issues, and have something to say.

Until now, getting their ideas out usually meant sending a letter to the editor of the local newspaper or other traditional forms of political involvement.

Blogs and social media have changed all of that. Now they can publish their ideas to the world, unlimited by the word counts or political dispositions of newspaper editors.

And they can tell their stories through video by getting their own YouTube channel.

All things considered, if they can get on local TV or in the newspaper they still should do it, because the reach will be larger. But at least now they have an alternative.

I’m not sure whether I’ll be writing any posts on Dad’s new blog, but I will be using it to help illustrate and demonstrate some how-to tips that will be useful for all SMUGgles.

For instance, earlier this week I mapped Dad’s blog to a new domain, from sixissues.wordpress.com to sixbigissues.com (sixissues.com was taken.) And in the process I took screen shots that provided the basis for Blogging 305: Domain Mapping, which will help me illustrate how you can point your blog to a domain or subdomain of your choosing.

I plan to host a training session for Dad and his fellow activists on Saturday, when I return from North Carolina. We’ll be conducting it in the Lewis J. and LaVonne A. Aase Retreat Center, part of the SMUG North Annex.

So if you want to follow along as they learn how to blog, hopefully that will be helpful. And if, as this recent news suggests, surfing the Net helps senior citizens stay vital, blogging should be even better for Dad.

Putting You to Shame

If you are a SMUGgle and haven’t started your own blog yet, that’s the purpose of this post.

If my Dad, who is 77 years old, and my son, who is 9, can start their own blogs using WordPress.com, what exactly is your excuse?

[youtube=http://www.youtube.com/watch?v=qQBHVaDHgIc]

I also wanted use this video to introduce you to one of SMUG’s major benefactors, for whom our SMUG North Annex — the Lewis J. and LaVonne A. Aase Motor Fleet and Retreat Center — is named. Here’s a photo of Dad and Mom in front of the facility that bears their name:

Lewis and LaVonne Aase (a.k.a. Dad and Mom) — Lewis and LaVonne Aase

And here’s the “retreat center” portion of the facility:

If you’d like to see more campus photos, check out the SMUG Facebook group.

Dad and his cohort will be taking blogging classes in the Retreat Center next Saturday. As I help them get started, I’ll also use that process as a teaching/learning opportunity for SMUGgles, showing their step-by-step progress.

Meanwhile, you can click here to get started on your own blogging journey.