EMC Enterprise 2.0 Case Study Webinar for The 2.0 Adoption Council & Newsgator

© Copyright 2010 Jamie J. Pappas. All rights reserved.

Jamie Pappas Manager, Social Media Strategy @ EMC Corporation

Case Study: EMC EMC|ONE our Online Network of EMCers

This webinar is sponsored by:

2 © Copyright 2010 Jamie J. Pappas. All rights reserved.

Case Study Housekeeping

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Case Study Webinar Series

�  NewsGator is sponsoring a 4-‐week webinar series exploring adop>on strategies and tac>cs from representa>ve members.

–  January 28th Webinar #1: Social Compu>ng Adop>on in the Enterprise "the Before" -‐ learn how to best develop the business case, gain buy-‐in, select technology and establish the team

–  February 4th Webinar #2: Social Compu>ng Adop>on in the Enterprise "the ACer" – gather best prac>ces on implementa>on, policy forma>on, training, and community management

–  February 11th Webinar #3: EMC Enterprise 2.0 Case Study –  February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study


Case Study Jamie Pappas EMC Corporation

Jamie Pappas Manager, Social Media Strategy 42 South Street Hopkinton, MA 01748

Find me online:

www.jamiepappas.com

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“I’m proud to be a member of The 2.0 Adop4on Council because it provides me with an opportunity to connect with and have meaningful conversa4on with peers from all over the world facing the same challenges that I am on a daily basis. I’m able to tap into the Council at a moment’s no4ce, and ask for opinions, experience and assistance with a wide variety of topics and receive prac4cal advice from my peers. I’m also able to share my own experiences in the hopes that they’ll help others along their own journey. I’m honored to be a part of the Council and the experience it provides.” ~ Jamie Pappas, EMC Corpora>on


Case Study Agenda

�  EMC|ONE At-‐a-‐Glance

�  Tools and Milestones

�  Why EMC|ONE?

�  Ge]ng Buy-‐In

�  Dealing with the Cri>cs

�  User Adop>on

�  Modera>on Process

�  Training and Educa>on

�  Benefits

�  Defining Success

�  What’s Next?


Case Study EMC|ONE At-a-Glance

�  Live for 28 months now

�  15,000 Registered Users WW

�  27,000 unique visitors / month

�  As many as 4.6 Million page views / month

�  150,000 Average page views / day �  160 Ac>ve Communi>es

�  110 Ac>ve Groups �  Built on Jive SoCware’s Clearspace / Social Business SoCware plahorm

�  Hosted internally behind our firewall by EMC


Case Study Tools and Milestones

�  Discussions �  Wikis

�  Blogs �  Rich media embedding

�  Robust user profiles/exper>se locator �  Status Updates �  “Friending”

July 2007

Sept 2007

Oct 2007

Nov 2007

Dec 2007

Feb 2008

May 2008

Sept 2008

Dec 2008

Jan 2009

April 2009

May 2009

Nov 2009

Dec 2009

Alpha Phase Release 1.4

Beta Phase Release 1.6

1,000 Registered

Users Produc>on

Phase Release

1.8 5,000

Registered Users

Release 1.10.6

Dev/Test Env’s

dedicated Release 2.5.3

10,000 Registered

Users

Business Cri>cal Status

Mul>-‐node Env.

12,500 Registered

Users Release 2.5.12

15,000 Registered

Users

�  User customized home page

�  User generated communi>es

�  Customizable community home page

�  Advanced search �  Private messaging

�  Follow people or content –  Email no>fica>ons –  RSS feeds


Case Study

�  Enable employee collabora>on on a global scale

�  Explore the opportuni>es available through the use of social media as an enterprise tool

�  Provide employees a “voice” in the organiza>on

�  Break down organiza>on and informa>on silos, improving produc>vity and communica>ons

�  Connect people with people and real-‐>me resources

�  Develop E 2.0 proficiency across global workforce

�  Start internally – work our way outside

Why EMC|ONE? or The Business Case


Case Study

�  Define the goals �  An>cipate possible objec>ons �  Determine the “key players”

�  Tap into execu>ves that “get it” or have shown an interest

�  Highlight realis>c goals �  Be honest with budgetary needs �  Consider a “pilot” or “beta” rollout �  Be open to feedback

Getting Buy-In


Case Study

�  An>cipate possible objec>ons �  Acknowledge concerns �  Engage in friendly dialogue �  Respect cri>cal feedback �  Educate where ever possible �  Accept that community is not for everyone

Dealing with the Critics


Case Study

�  Iden>fy business goals and the tools that will meet them – don’t over-‐saturate with tools

�  Keep it simple, welcoming and easy-‐to-‐use �  Provide tools and resources that help people get started

�  Approach community as an experiment -‐ flexibility is key

�  Combine business and social discussions, albeit unevenly – we strive for an 80/20 mix, recognizing that they fuel each other

�  Fear of par>cipa>on is normal, you must address it

�  Let the community manage the community -‐ Trust employees to do the right thing

User Adoption


Case Study

�  EMC’s “Blogging and Social Web Guidelines” as well as the “EMC|ONE Community Guidelines” reinforce expected behaviors for professional conduct

�  EMC u>lizes a distributed modera>on approach: A staff of 2 Enterprise Community Managers moderate site-‐wide, and each of our communi>es and groups has a team of 3-‐5 people responsible for their ac>vity

�  Content is not reviewed before it goes live on the site – publishing is in real-‐>me

�  Links to “Community Guidelines” and “Report Abuse” are in the footer of every page

Moderation Process


Case Study

�  Simple proposal process in place for crea>ng communi>es/groups

–  Proposal is posted publicly on EMC|ONE

–  Proposal idea is crowd-‐sourced –  Must have a team of 3-‐5 commiDed

community manager

�  Expecta>on for keeping community ac>ve is set

–  Communi>es are archived aCer 3 months of inac>vity

�  Expecta>on for following EMC policies and EMC|ONE Community Guidelines is set

Creating Communities


Case Study

�  Don’t underes>mate the need for training on these tools

�  Enterprise New Hire training – get in early

�  Integra>on into exis>ng Manager and Director training

�  Seek out opportuni>es to present value �  Online training �  Opt-‐in in-‐person training �  Lunch-‐n-‐Learns �  Podcasts/Webcasts

�  “Train the trainer” �  Set expecta>ons/guidelines for use

Training and Education


Case Study

�  “Corporate Memory”

�  Exper>se loca>on on a global scale �  Reputa>on management

�  Provides employees with a “voice”

�  Listen to and learn from employees

�  Break down organiza>on/informa>on silos

�  Innova>on and thought leadership �  Connect people with people and informa>on

�  Personal and professional growth �  Learn/adopt E 2.0 behaviors and proficiencies �  Cost savings/Green Business Leadership

Benefits of EMC|ONE are Great…


Case Study

“There has been no single resource which has added as much value to me, my customer messaging, and my understanding of EMC as EMC|ONE. I am part of the silent majority, who rarely makes the 4me to post, but gains tremendous value from this fantas4c glimpse into the breadth of EMC.”

Sales Manager “I cannot think of a 4me during my 20 years at EMC when I felt more informed, involved, and confident in myself and the business before EMC|ONE.”

Product Engineer “I love the EMC|ONE Compe44ve Community. First place I go for informa4on. Love that things get up there so quickly.”

Compe>>ve Research Team "EMC|ONE is the best EMC community I have ever seen. Anyone who doesn't have access to EMC|ONE should get it right away. My home page is now EMC|ONE."

Sales

…But Don’t Just Take My Word for It…


Case Study

Quality vs. QuanLty �  Qualita>ve (more apparent, but doesn’t always carry as much weight)

–  User engagement –  Community feedback/anecdotal stories –  Do they miss it when it’s not available? –  Is this a part of “everyday” business

ac>vi>es? –  Could we work (as well) without it? –  Employee sa>sfac>on

�  Quan>ta>ve (harder to define, but oPen the first thing asked for)

–  Level of ac>vity site-‐wide –  Popular content –  Registered user & lurker sta>s>cs –  Employee sa>sfac>on surveys –  Employee reten>on rates –  Time searching for informa>on –  Reducing duplicate efforts/projects

Defining Success

Registered Users & Unique Visitors

(numbers are cumula>ve)

User Generated Content

(numbers are point in >me)


Case Study

�  Execu>ve sponsorship �  Funding �  Defined goals/purpose �  Defined “rules of engagement”

�  Partnerships are key –  IT, HR, Legal, PR, Business Units, etc

�  Group of passionate folks �  Pa>ence �  Perhaps a leap of faith

EMC’s Key Ingredients


Case Study

�  Con>nued Outreach –  Proac>vely iden>fying needs and aligning tools –  Lunch-‐n-‐Learns

�  Con>nue to Capture Use Cases –  The more dynamic the library of documented

use cases, the beDer chance of it resona>ng with more users

�  Upgrade to SBS 4.x –  Internal video –  Personal Documents –  Personal Bookmarks –  Mobile Support –  More robust email integra>ons

What’s Next?


Case Study Questions? Feedback?

Feel free to reach out to me at any 0me! Jamie Pappas Manager, Social Media Strategy [email protected] www.jamiepappas.com hYp://twiYer.com/jamiepappas


Case Study Webinar Series

�  NewsGator is sponsoring a 4-‐week webinar series exploring adop>on strategies and tac>cs from representa>ve members.

–  January 28th Webinar #1: Social Compu>ng Adop>on in the Enterprise "the Before" -‐ learn how to best develop the business case, gain buy-‐in, select technology and establish the team

–  February 4th Webinar #2: Social Compu>ng Adop>on in the Enterprise "the ACer" – gather best prac>ces on implementa>on, policy forma>on, training, and community management

–  February 11th Webinar #3: EMC Enterprise 2.0 Case Study –  February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study

Engage. Evangelize. Empower.

www.20adoptioncouncil.com

Date post:	01-Nov-2014
Category:	Technology
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EMC Enterprise 2.0 Case Study Webinar for The 2.0 Adoption Council & Newsgator

Technology