EMC Case Study - Jive Get Social Tour

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 2

Housekeeping • Hashtags and other Twitterati info – @JamiePappas – #EMC – @JiveSoftware – #gst2010 Image courtesy of: http://www.inflectovita.com © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 3

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 4

Jamie Pappas EMC Corporation Jamie Pappas Manager, Social Media Strategy pappas_jamie@emc.com Find me online: www.jamiepappas.com © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 5

EMC’s Social Presence EMC | ONE EMC Community Network EMC.com Social Media Sites & Blogs  Discussions/collaboratio  Customer/Partner  Features EMC’s official  Hundreds of EMC n/ feedback on all things support forums are here bloggers employees on Twitter, EMC  Discussions/collaboratio  Features a feed of blog Facebook, LinkedIn and  Discussions/feedback on n/ feedback on EMC- posts from the bloggers other social sites latest EMC news and related topics  Links and integrations to  Employment Branding events  Discussions/feedback on EMC social sites has leveraged social  Collaboration/work-in- latest EMC news and  Links to the EMC media to position EMC progress collateral, events, products Community Network as an “Employer of presentations, events  User groups, advisory  Thought Leadership & Choice”  Employee blogs boards, professional Innovation  Over 2M views on Blogs  Employee profiles for networks  Showcases EMC’s  Over 80K followers on networking  Software development on employee talent and Twitter  16,000+ registered users EMC products embracing of social  Over 3K fans on  10,000+ lurkers  78,000+ registered users media and social Facebook WW networking tools  Over 500K views on  150,000+ lurkers YouTube © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 6

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 7

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 8

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 9

Organizational Evolution • Embracing change • Redefinining Business Processes • Driving awareness – Open collaboration – Best practices – Product launches – Etiquette – Press releases – Training integration – Events • Enabling the business • Foundation for listening – Consulting – Internally and externally – Playbooks • Stepping back and examining the holistic – Goals & measurement landscape – Fueling innovation – Opportunities for refinement, driving further awareness, capturing use cases, etc. Image courtesy of: http://www.brothers-brick.com © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 10

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 11

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 12

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 13

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.” Image courtesy of: http://www.bummertimes.com © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 14

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 15

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 16

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 real- time Image courtesy: http://cdn.venturebeat.com © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 17

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 18

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 19

…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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 20

Defining Success – Quality vs. Quantity Qualitative (more apparent, but doesn’t Quantitative (harder to define, but often the always carry as much weight) 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 – Employee satisfaction surveys activities? – Employee retention rates – Could we work (as well) without it? – Time searching for information – Employee satisfaction – Reducing duplicate efforts/ projects – Number of friends/fans/followers Image courtesy of: http://www.flickr.com/photos/lumaxart © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 21

EMC’s Social Rules of the Road  Represent the brand well. If you affiliate with or talk about EMC - You represent the global brand.  Complete your profile before engaging  Remember this is a public, searchable forum – what you say lives forever  Focus on quality over quantity  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  Become familiar with the Blogging and Social Web Guidelines as well as other EMC Policies  Questions – Ask in the Social Media Club on EMC|ONE! © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 22

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 23

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 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 24

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 Image courtesy of: http://www.personal.psu.edu © Copyright 2010 EMC Corporation. All rights reserved. JPAPPAS JUNE 2010 25

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EMC Case Study - Jive Get Social Tour

by Jamie Pappas on Jun 18, 2010

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