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

Case Study: EMC EMC|ONE our Online Network of EMCers Jamie Pappas Manager, Social Media Strategy @ EMC Corporation This webinar is sponsored by: © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved.

Housekeeping Case Study  This webinar is being recorded  For assistance during the call – Press *0 to reach a ReadyTalk operator  Your lines are muted – Please ask questions via the chat window – We will address questions at the end of the presentation  After the webinar – A copy of the presentation slides will be sent to you © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 2

Webinar Series Case Study  NewsGator is sponsoring a 4-week webinar series exploring adoption strategies and tactics from representative members. – January 28th Webinar #1: Social Computing Adoption 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 Computing Adoption in the Enterprise "the After" – gather best practices on implementation, policy formation, training, and community management – February 11th Webinar #3: EMC Enterprise 2.0 Case Study – February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 3

Jamie Pappas EMC Corporation Case Study Jamie Pappas Manager, Social Media Strategy 42 South Street Hopkinton, MA 01748 Find me online: www.jamiepappas.com JamiePappas JamiePappas JamiePappas JamiePappas423 “I’m proud to be a member of The 2.0 Adoption Council because it provides me with an opportunity to connect with and have meaningful conversation 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 notice, and ask for opinions, experience and assistance with a wide variety of topics and receive practical 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 Corporation © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 4

Agenda Case Study  EMC|ONE At-a-Glance  Tools and Milestones  Why EMC|ONE?  Getting Buy-In  Dealing with the Critics  User Adoption  Moderation Process  Training and Education  Benefits  Defining Success  What’s Next? © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 5

EMC|ONE At-a-Glance Case Study  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 Active Communities  110 Active Groups  Built on Jive Software’s Clearspace / Social Business Software platform  Hosted internally behind our firewall by EMC © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 6

Tools and Milestones Case Study  Discussions  User customized home page  Wikis  User generated communities  Blogs  Customizable community home page  Rich media embedding  Advanced search  Robust user profiles/expertise locator  Private messaging  Status Updates  Follow people or content – Email notifications  “Friending” – RSS feeds July Sept Oct Nov Dec Feb May Sept Dec Jan April May Nov Dec 2007 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2009 Alpha Beta 1,000 Production Release 5,000 Release Dev/Test Release 10,000 Multi-node 12,500 Release 15,000 Phase Phase Registered Phase 1.8 Registered 1.10.6 Env’s 2.5.3 Registered Env. Registered 2.5.12 Registered Release Release Users Users dedicated Users Users Users 1.4 1.6 Business Critical Status © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 7

Why EMC|ONE? or The Business Case Case Study  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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 8

Getting Buy-In Case Study  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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 9

Dealing with the Critics Case Study  Anticipate possible objections  Acknowledge concerns  Engage in friendly dialogue  Respect critical feedback  Educate where ever possible  Accept that community is not for everyone © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 10

User Adoption Case Study  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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 11

Moderation Process Case Study  EMC’s “Blogging and Social Web Guidelines” as well as the “EMC|ONE Community Guidelines” reinforce expected behaviors for professional conduct  EMC utilizes a distributed moderation approach: 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  Content is not reviewed before it goes live on the site – publishing is in real-time  Links to “Community Guidelines” and “Report Abuse” are in the footer of every page © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 12

Creating Communities Case Study  Simple proposal process in place for creating communities/groups – Proposal is posted publicly on EMC| ONE – Proposal idea is crowd-sourced – Must have a team of 3-5 committed community manager  Expectation for keeping community active is set – Communities are archived after 3 months of inactivity  Expectation for following EMC policies and EMC|ONE Community Guidelines is set © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 13

Training and Education Case Study  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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 14

Benefits of EMC|ONE are Great… Case Study  “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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 15

…But Don’t Just Take My Word for It… 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 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 2.0 Adoption Council & EMC Corp. All rights reserved. 16

Defining Success Case Study 25,000 Registered Users & Quality vs. Quantity 20,000 Unique Visitors (numbers are cumulative)  Qualitative (more apparent, but doesn’t 15,000 always carry as much weight) Registered – User engagement 10,000 Unique – Community feedback/anecdotal stories 5,000 – Do they miss it when it’s not available? – Is this a part of “everyday” business activities? 0 – 07 08 08 09 09 Could we work (as well) without it? Q4 Q2 Q4 Q2 Q4 – Employee satisfaction 4,000 User Generated  Quantitative (harder to define, but often 3,500 Content the first thing asked for) (numbers are point in time) 3,000 – Level of activity site-wide 2,500 – Popular content 2,000 Wikis Discussions – Registered user & lurker statistics 1,500 Blog Posts – Employee satisfaction surveys 1,000 – Employee retention rates 500 – Time searching for information 0 – Reducing duplicate efforts/projects 09 07 08 08 09 Q4 Q2 Q4 Q2 Q4 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 17

EMC’s Key Ingredients Case Study  Executive sponsorship  Funding  Defined goals/purpose  Defined “rules of engagement”  Partnerships are key – IT, HR, Legal, PR, Business Units, etc  Group of passionate folks  Patience  Perhaps a leap of faith © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 18

What’s Next? Case Study  Continued Outreach – Proactively identifying needs and aligning tools – Lunch-n-Learns  Continue to Capture Use Cases – The more dynamic the library of documented use cases, the better chance of it resonating with more users  Upgrade to SBS 4.x – Internal video – Personal Documents – Personal Bookmarks – Mobile Support – More robust email integrations © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 19

Questions? Feedback? Case Study 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 © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 20

Webinar Series Case Study  NewsGator is sponsoring a 4-week webinar series exploring adoption strategies and tactics from representative members. – January 28th Webinar #1: Social Computing Adoption 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 Computing Adoption in the Enterprise "the After" – gather best practices on implementation, policy formation, training, and community management – February 11th Webinar #3: EMC Enterprise 2.0 Case Study – February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study © Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved. 21

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

by Jamie Pappas on Feb 11, 2010

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