Vision ~ Knowledge ~ Results

collaboration, pragmatic approach and innovation using Java & Oracle

Social Media for IT professionals

Frank Dorst ~ CTO, Whitehorses

Presented at Interdobs, Gorinchem –November, 15th 2010

Whitehorses B.V.

15 Nov. ‘10

Topics:

Introduction

World of IT

Differentiating capacity

Going Social

Tips

Q&A

Whitehorses B.V.

Whitehorses

● Projects & Consultancy

● Since 2001, focused on Netherlands

● 25 employees

SOA / BPM

Oracle platform

Java development

Agile / Scrum

● Architecture

● Process optimization

● (Composite) applications

● Infrastructure

CHANGE

The World of IT …

Whitehorses B.V.

Change has never been so quick and so fundamental

5

Users

are

more

assert

ive .

..…

they k

now

what th

ey w

ant

… they want it faster

… and faster

… preferably NOW

… and they want more

… and more

… and more!

Whitehorses B.V.

De druk ligt bij ITDe druk ligt bij IT

en de geschiedenis spreektniet voor ons.

De druk ligt bij ITen de geschiedenis spreekt

niet voor ons.

MISLUKTE PROJECTEN

De druk ligt bij ITen de geschiedenis spreekt

niet voor ons.

MISLUKTE PROJECTENHOGE KOSTEN

De druk ligt bij ITen de geschiedenis spreekt

niet voor ons.

MISLUKTE PROJECTENHOGE KOSTEN

DEADLINES GEMIST

De druk ligt bij ITen de geschiedenis spreekt

niet voor ons.

MISLUKTE PROJECTENHOGE KOSTEN

DEADLINES GEMISTFOUTE FUNCTIONALITEIT

De druk ligt bij ITen de geschiedenis spreekt

niet voor ons.

MISLUKTE PROJECTENHOGE KOSTEN

DEADLINES GEMISTFOUTE FUNCTIONALITEIT

ETC.

IT is preasured to keep up

… but our track record is not flawless.

FAILED PROJECTSOVER BUDGETOVER DUE

FUNCTIONAL MISMATCHETC.ETC.

Is this how our users perceive us?

Whitehorses B.V. At least there’s no mutual trust?

… the cost will have to go down

So if the added value of IT is not seen …

IT professionals are treated as “commoditySourcing is done by procurement

(yes, the same department that buys paperclips)

Selection is done from a resume(using term matching…)

So, what does this all mean for the specialized IT services companies?

Whitehorses B.V.

Focus on what you’re good at

Value Disciplines Model by

Michael Treacy & Fred Wiersema

Customer Intimacy

(best total solution)

Operational Excellence

(lowest TCO)

Product Leadership

(best product)

InnovationSuperior brand imageTime-to-market

For big ISP’s

For sourcing intermediaries

Whitehorses B.V.

Differentiate

Knowlegde

Visibility

Findable

Result

as a COMPANY&

as a PROFESSIONAL

The professionals make the difference

Best specialistsBest technology

Best methods

Everyone can say they’re good …

… how can you prove it?

Whitehorses B.V.

BRANDING

Develop your identity

Website in Dutch, targeted on Dutch market

References

Show knowledge

Community involvement

Innovation / knowledge

Community interaction

Blog in English, targeted on international tech community

Knowledge networkPlatform for our professionals

Promote yourself

Whitehorses B.V.

Our websites

● Decide on target audience(s)

● Website in Dutch, promoting our company

● Blog in Engels for the community, promoting

the expertise of our professionals

● Show and prove our USP’s

● Do it together, everybody is an author

● “No fear” policy for publication: no

thresholds, open communication, trust

Doubled our traffic after new focus

Reaching community audience outside

Netherlands

Whitehorses B.V.

The next step: Going Social

Whitehorses B.V.

Useful information from your network

Interesting to see(change privacy settings)

Expand your network

Be smart about your descriptions

(they are indexed)

Share your web presence

Make a useful URL

Integrate with LinkedIn Applications, like Slideshare and

WordPress blogs.

Share where you’ll be and promote your own

events

Very, very important: “collect” recommendations

Whitehorses B.V.

LinkedIn

● Probably the most important network

● Very powerful way to “prove” your personal strengths

● Write clear texts, if applicable in your local language and in English

● Take it seriously and be complete

● Link to your websites, blog, twitter, etc.

● Use LinkedIn applications to integrate other content

● Tweak your Public Profile (indexed by Google)

● Choose contact and privacy settings

● Be active, network, ask for recommendations

Whitehorses B.V.

Blogging

Example of personal Blog site: MyTuppence

Example of personal Blog site: Ome-B.nl

Example of personal Blog site: About APEX

Example of personal Blog site: Deltalounge

Example of personal Blog site: Biemond

Whitehorses B.V.

Blogging for visitors

● Choose a topic and “stick to it”

● Publish regularly

● Work on getting visitors

● SEO

● Use the right tools: Wordpress or Blogger

● Use your network

● Use the community

So, what’s the pay-off?

Recognition, invitations, awards…

Blogger = Press !

Whitehorses B.V.

Description is limited. Be smart about it, it’s indexed!

Additional information may beadded to your background image

(not indexed of course)

Whitehorses companyaccount = 100% business

Personal account used forbusiness and personal tweets

Use for promotion

Share interesting facts and events

Whitehorses B.V.

Twitter for your profession

● What’s your strategy, your goal?

● Who do you target?

● Build a following

● Tweet (actively):

– Publications

– Interesting findings

– Related opinions, links and events

● Help your network: RT

Whitehorses B.V.

Share presentations… and reach a larger audience

http://www.slideshare.net/whitehorses/kennissessie-agile-resultaat-met-prince2-controle

Whitehorses B.V.

Is it a “social media revolution”?

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&hd=1

Whitehorses B.V.

Bring visitors from Search Engines

● Google Page Rank

● Think Keywords

● Create unique content

● Use a good CMS

● Build “back links”

● Use your social network

Whitehorses B.V.

Example: optimize keyword SEO

1. Create at least 500 words of relevant content

2. Keyword(s) must be in title (TITLE Tag)

3. Keyword(s) must be in URL

4. Keyword(s) must be in headings (H1, H2 & H3 Tags)

5. Keyword(s) must be in first & last sentence

6. Keyword(s) must be about 2% - 4% of all words

7. Create at least 1 outbound link to internal page with keyword(s) in “anchor text”

8. Create at least 1 outbound link to REPUTABLE external page (i.e. Wikipedia) with keyword(s) in “anchor text”

9. Avoid bogus external links

10. Use at least 1 image with keyword(s) in ALT text

11. Use the keyword(s) in bold, italic en underline

Whitehorses B.V.

Social Media Tips

● What do you want to accomplish?

● Avoid mixing up private and business

● Continuity

● Work on your network

(it’s not going to happen by itself)

● Help you colleagues and your

network: link, RT, share, fav, etc.

Whitehorses B.V.

What’s the payoff?

● It’s fun!

● Recognition

● Visibility

● Trust

● A broader network

And …- Innovative reputation- Better brand image- Proof of results- Better projects!

http://geekandpoke.typepad.com/geekandpoke/2010/08/how-to-balance-social-and-life.html

Whitehorses B.V.

Frank DorstWhitehorseswww.whitehorses.nl

frank.dorst@whitehorses.nl@frank_dorstwww.mytuppence.nl