EMC Case Study - Jive Get Social Tour

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EMC Case Study - Jive Get Social Tour

  1. 1. A Peek into EMC’s Social Business Journey Jive Software Get Social Tour Jamie Pappas Sr. Manager, Social Media Strategy © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20101
  2. 2. We’re here to Get Social! About EMC, About Me EMC’s Social Business Journey Business Consideration and Benefits EMC’s Social Media Presence Tips for your own social strategy © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20102
  3. 3. Housekeeping •  Hashtags and other Twitterati info –  @JamiePappas –  #EMC –  @JiveSoftware –  #gst2010 Image courtesy of: http://www.inflectovita.com © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20103
  4. 4. About EMC •  Fortune 200 company •  44,000 employees globally •  $14B revenue in 2009 •  Tremendous transformation •  Formally embarked on our ‘Social Journey’ in 2007 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20104
  5. 5. Jamie Pappas EMC Corporation Jamie Pappas Sr. Manager, Social Media Strategy pappas_jamie@emc.com Find me online: www.jamiepappas.com © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20105
  6. 6. EMC’s Social Presence Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  EMC | ONE Discussions/ collaboration/ feedback on all things EMC Discussions/feedback on latest EMC news and events Collaboration/work-inprogress collateral, presentations, events Employee blogs Employee profiles for networking 16,000+ registered users 10,000+ lurkers Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  EMC Community Network Customer/Partner support forums are here Discussions/ collaboration/ feedback on EMC-related topics Discussions/feedback on latest EMC news and events, products User groups, advisory boards, professional networks Software development on EMC products 78,000+ registered users WW 150,000+ lurkers © Copyright 2010 Jamie J. Pappas. All rights reserved. Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  EMC.com Features EMC’s official bloggers Features a feed of blog posts from the bloggers Links and integrations to EMC social sites Links to the EMC Community Network Thought Leadership & Innovation Showcases EMC’s employee talent and embracing of social media and social networking tools Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Social Media Sites & Blogs Hundreds of EMC employees on Twitter, Facebook, LinkedIn and other social sites Employment Branding has leveraged social media to position EMC as an “Employer of Choice” Over 2M views on Blogs Over 80K followers on Twitter Over 3K fans on Facebook Over 500K views on YouTube JPAPPAS JUNE 20106
  7. 7. The Inside-Out Approach •  Launched internal community first •  Develop 2.0 proficiency across global workforce •  Identify gaps in knowledge to facilitate further training and awareness efforts needed •  Learn in a trusted environment, from one another •  Crowdsource opportunities, use cases, best practices Image courtesy of: http://www.zazzle.com © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20107
  8. 8. Experimentation is Key •  One size does not fit all •  Value proposition and use cases will vary from group-to-group •  It’s important to tailor the message – “What’s in it for the audience?” WIFA •  Listen to the community of users – they know how they need to use the tool •  Employees will find ways to collaborate whether or not you provide the tools •  Embracing new ways of working together Image courtesy of : http://www.homeschoolbytes.com © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20108
  9. 9. We’re all in this together •  •  •  •  •  Learn together, work together, play together Crowdsource use cases, best practices, taxonomy, opportunities Listen to the community of users Encourage participation Identify experts and advocates – leverage their influence and expertise Image courtesy of: http://ibdinsurance.com © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 20109
  10. 10. Organizational Evolution •  Embracing change •  Driving awareness •  Redefinining Business Processes –  Open collaboration –  Best practices –  Product launches –  Etiquette –  Press releases –  Training integration –  Events •  Enabling the business –  Consulting –  Playbooks –  Goals & measurement –  Fueling innovation •  Foundation for listening –  Internally and externally •  Stepping back and examining the holistic landscape –  Opportunities for refinement, driving further awareness, capturing use cases, etc. Image courtesy of: http://www.brothers-brick.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 10 JPAPPAS JUNE 2010
  11. 11. The opportunities to engage are everywhere… •  Sales & Marketing –  Product launches –  Market / Competitive research –  WOM / Sentiment analysis •  Customer Service & Support –  Compliments and complaints –  Listening systems –  Metrics & KPIs •  Product Development & Innovation –  Feedback and participation systems –  Product Cycle inclusion –  Product research & usability •  HR & Employee Enablement –  Recruitment –  Career development –  Expertise location © Copyright 2010 Jamie J. Pappas. All rights reserved. 11 JPAPPAS JUNE 2010
  12. 12. Why Social Collaboration or The Business Case •  Enable employee collaboration on a global scale •  Explore the opportunities available through the use of social media as an enterprise tool •  Provide employees a “voice” in the organization •  Break down organization and information silos, improving productivity and communications •  Connect people with people and real-time resources •  Develop E 2.0 proficiency across global workforce •  Start internally – work our way outside Image courtesy of: http://www.urbandigitalgroup.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 12 JPAPPAS JUNE 2010
  13. 13. Getting Buy-In •  •  •  •  •  •  •  •  Define the goals Anticipate possible objections Determine the “key players” Tap into executives that “get it” or have shown an interest Highlight realistic goals Be honest with budgetary needs Consider a “pilot” or “beta” rollout Be open to feedback Image courtesy of: http://web.mit.edu © Copyright 2010 Jamie J. Pappas. All rights reserved. 13 JPAPPAS JUNE 2010
  14. 14. Common Objections “This stuff is not for businesses.” “Social collaboration is not work.” “I don’t have time for this…” “You expect us to pay our employees to socialize?” “Great. One more tool to keep track of…” “This is going to take way too much time to learn.” “I don’t have anything to contribute.” “My boss doesn’t support things like this.” © Copyright 2010 Jamie J. Pappas. All rights reserved. Image courtesy of: http://www.bummertimes.com 14 JPAPPAS JUNE 2010
  15. 15. Dealing with the Critics •  •  •  •  •  •  Anticipate possible objections Acknowledge concerns Engage in friendly dialogue Respect critical feedback Educate where ever possible Accept that community is not for everyone Image courtesy of: http://static.seekingalpha.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 15 JPAPPAS JUNE 2010
  16. 16. User Adoption •  Identify 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 participation is normal, you must address it •  Let the community manage the community - Trust employees to do the right thing Image courtesy of: http://thesituationist.files.wordpress.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 16 JPAPPAS JUNE 2010
  17. 17. Moderation •  EMC’s “Blogging and Social Web Guidelines” reinforce expected behaviors for professional conduct •  EMC utilizes a distributed moderation approach: –  For Communities: A staff of 2 Enterprise Community Managers moderate site-wide, and each of our communities and groups has a team of 3-5 people responsible for their activity •  For Social Media: –  Content is not reviewed before it goes live on any site – publishing is in realtime Image courtesy: http://cdn.venturebeat.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 17 JPAPPAS JUNE 2010
  18. 18. Training and Education •  Don’t underestimate the need for training on these tools •  Enterprise New Hire training – get in early •  Integration into existing Manager and Director training •  Seek out opportunities to present value •  Online training •  Opt-in in-person training •  Lunch-n-Learns •  Podcasts/Webcasts •  “Train the trainer” •  Set expectations/guidelines for use Image courtesy of: http://florence22.wordpress.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 18 JPAPPAS JUNE 2010
  19. 19. Benefits of Social Collaboration are Great… •  “Corporate Memory” •  Expertise location on a global scale •  Reputation management •  Provides employees with a “voice” •  Listen to and learn from employees •  Break down organization/information silos •  Innovation and thought leadership •  Connect people with people and information •  Personal and professional growth •  Learn/adopt E 2.0 behaviors and proficiencies •  Cost savings/Green Business Leadership Image courtesy of: http://sites.google.com/site/motivatedproject/_/rsrc/1235367737002/Home © Copyright 2010 Jamie J. Pappas. All rights reserved. 19 JPAPPAS JUNE 2010
  20. 20. …But Don’t Just Take My Word for It… “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 time to post, but gains tremendous value from this fantastic glimpse into the breadth of EMC.” Sales Manager “I cannot think of a time 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 Competitive Community. First place I go for information. Love that things get up there so quickly.” Competitive 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 © Copyright 2010 Jamie J. Pappas. All rights reserved. 20 JPAPPAS JUNE 2010
  21. 21. Defining Success – Quality vs. Quantity Qualitative (more apparent, but doesn’t always carry as much weight) Quantitative (harder to define, but often the first thing asked for) –  User engagement –  Level of activity –  Community feedback/anecdotal stories –  Popular content –  Do they miss it when it’s not available? –  Registered user & lurker statistics –  Is this a part of “everyday” business activities? –  Employee satisfaction surveys –  Could we work (as well) without it? –  Employee satisfaction –  Employee retention rates –  Time searching for information –  Reducing duplicate efforts/ projects –  Number of friends/fans/followers Image courtesy of: http://www.flickr.com/photos/lumaxart © Copyright 2010 Jamie J. Pappas. All rights reserved. 21 JPAPPAS JUNE 2010
  22. 22. EMC’s Social Rules of the Road Ÿ  Represent the brand well. If you affiliate with or talk about EMC - You represent the global brand. Ÿ  Complete your profile before engaging Ÿ  Remember this is a public, searchable forum – what you say lives forever Ÿ  Focus on quality over quantity Ÿ  Ask yourself – would you say this to your manager or a customer? Keep private conversations private Be honest, respectful, and genuine Give credit to others ideas Do not engage in arguments or bashing competitors Ÿ  Become familiar with the Blogging and Social Web Guidelines as well as other EMC Policies Ÿ  Ÿ  Ÿ  Ÿ  Ÿ  Questions – Ask in the Social Media Club on EMC|ONE! © Copyright 2010 Jamie J. Pappas. All rights reserved. 22 JPAPPAS JUNE 2010
  23. 23. What’s Next? •  Continued Outreach –  Proactively identifying needs and aligning tools –  Lunch-n-Learns –  Social Media Socials –  Social Media Advisory Council •  Continue to Capture Use Cases •  Contextual user experience •  “Content in context” •  Social collaboration is the norm •  The content model inverted •  The foundation of tomorrow Image courtesy of: http://api.ning.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 23 JPAPPAS JUNE 2010
  24. 24. EMC’s Key Ingredients •  •  •  •  •  •  •  •  •  Executive sponsorship Funding Defined goals and purpose Defined “rules of engagement” Partnerships are key IT, HR, Legal, PR, Business Units, etc Group of passionate folks Patience A leap of faith Image courtesy of: http://daddybrain.files.wordpress.com © Copyright 2010 Jamie J. Pappas. All rights reserved. 24 JPAPPAS JUNE 2010
  25. 25. Let’s Stay Connected! Feel free to reach out to me at any time! Jamie Pappas Manager, Social Media Strategy pappas_jamie@emc.com www.jamiepappas.com http://twitter.com/jamiepappas These slides will be available on SlideShare at http://www.slideshare.net/jamiepappas © Copyright 2010 Jamie J. Pappas. All rights reserved. Image courtesy of: http://www.personal.psu.edu 25 JPAPPAS JUNE 2010
  26. 26. THANK YOU © Copyright 2010 Jamie J. Pappas. All rights reserved. 26 JPAPPAS JUNE 2010

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