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

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This presentation is the the EMC Enterprise 2.0 Case Study, and focuses on the business case, getting buy-in, dealing with critics, user adoption, moderation, training and education, benefits, and ...

This presentation is the the EMC Enterprise 2.0 Case Study, and focuses on the business case, getting buy-in, dealing with critics, user adoption, moderation, training and education, benefits, and defining success.

For more information on The 2.0 Adoption Council, please visit our web site. http://www.20adoptioncouncil.com

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

  • 1. 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 Jamie J. Pappas. All rights reserved.
  • 2. Housekeeping Case  Study   Ÿ  This  webinar  is  being  recorded   Ÿ  For  assistance  during  the  call   –  Press  *0  to  reach  a  ReadyTalk  operator   Ÿ  Your  lines  are  muted   –  Please  ask  ques>ons  via  the  chat  window   –  We  will  address  ques>ons  at  the  end  of  the  presenta>on   Ÿ  ACer  the  webinar   –  A  copy  of  the  presenta>on  slides  will  be  sent  to  you   –  Please  note  all  slides  are  copyrighted  and  may  be  used  with  aDribu>on  to  the   copyright  holder  only   © Copyright 2010 Jamie J. Pappas. All rights reserved. 2
  • 3. Webinar Series Case  Study   Ÿ  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     © Copyright 2010 Jamie J. Pappas. All rights reserved. 3
  • 4. 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  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   © Copyright 2010 Jamie J. Pappas. All rights reserved. 4
  • 5. Agenda Case  Study   Ÿ  EMC|ONE  At-­‐a-­‐Glance   Ÿ  Tools  and  Milestones   Ÿ  Why  EMC|ONE?   Ÿ  Ge]ng  Buy-­‐In   Ÿ  Dealing  with  the  Cri>cs   Ÿ  User  Adop>on     Ÿ  Modera>on  Process   Ÿ  Training  and  Educa>on   Ÿ  Benefits   Ÿ  Defining  Success   Ÿ  What’s  Next?   © Copyright 2010 Jamie J. Pappas. All rights reserved. 5
  • 6. EMC|ONE At-a-Glance Case  Study   Ÿ  Live  for  28  months  now   Ÿ  15,000  Registered  Users  WW   Ÿ  27,000  unique  visitors  /  month   Ÿ  As  many  as  4.6  Million  page  views  /   month     Ÿ  150,000  Average  page  views  /  day     Ÿ  160  Ac>ve  Communi>es   Ÿ  110  Ac>ve  Groups   Ÿ  Built  on  Jive  SoCware’s  Clearspace  /   Social  Business  SoCware  plahorm   Ÿ  Hosted  internally  behind  our  firewall   by  EMC   © Copyright 2010 Jamie J. Pappas. All rights reserved. 6
  • 7. Tools and Milestones Case  Study   Ÿ  Discussions   Ÿ  User  customized  home  page   Ÿ  Wikis   Ÿ  User  generated  communi>es   Ÿ  Blogs   Ÿ  Customizable  community  home  page   Ÿ  Rich  media  embedding   Ÿ  Advanced  search   Ÿ  Robust  user  profiles/exper>se  locator   Ÿ  Private  messaging   Ÿ  Status  Updates   Ÿ  Follow  people  or  content   –  Email  no>fica>ons   –  RSS  feeds   Ÿ  “Friending”   July    2007   Sept    2007   Oct    2007   Nov   2007   Dec     2007   Feb    2008   Alpha     Phase   Release     1.4   10,000   Registered   Beta     Users   1,000   5,000   Dev/Test   12,500   Phase   Release   Mul>-­‐node   Registered   Release   Registered   Produc>on      Release   Registered   Release   Env’s     Phase   1.8   1.10.6   2.5.3   Env.   2.5.12   Release     Users   Users     dedicated   Users   Business   1.6   Cri>cal   Status   © Copyright 2010 Jamie J. Pappas. All rights reserved. May   2008   Sept   2008   Dec   2008   Jan   2009   April     2009   May      2009   Nov   2009   Dec      2009   15,000   Registered   Users   7
  • 8. Why EMC|ONE? or The Business Case Case  Study   Ÿ  Enable  employee  collabora>on  on  a  global   scale   Ÿ  Explore  the  opportuni>es  available   through  the  use  of  social  media  as  an   enterprise  tool   Ÿ  Provide  employees  a  “voice”  in  the   organiza>on     Ÿ  Break  down  organiza>on  and  informa>on   silos,  improving  produc>vity  and   communica>ons   Ÿ  Connect  people  with  people  and  real-­‐>me   resources   Ÿ  Develop  E  2.0  proficiency  across  global   workforce   Ÿ  Start  internally  –  work  our  way  outside   © Copyright 2010 Jamie J. Pappas. All rights reserved. 8
  • 9. Getting Buy-In Case  Study   Ÿ  Define  the  goals   Ÿ  An>cipate  possible  objec>ons   Ÿ  Determine  the  “key  players”   Ÿ  Tap  into  execu>ves  that  “get  it”  or  have   shown  an  interest   Ÿ  Highlight  realis>c  goals   Ÿ  Be  honest  with  budgetary  needs   Ÿ  Consider  a  “pilot”  or  “beta”  rollout   Ÿ  Be  open  to  feedback     © Copyright 2010 Jamie J. Pappas. All rights reserved. 9
  • 10. Dealing with the Critics Case  Study   Ÿ  An>cipate  possible  objec>ons   Ÿ  Acknowledge  concerns   Ÿ  Engage  in  friendly  dialogue   Ÿ  Respect  cri>cal  feedback   Ÿ  Educate  where  ever  possible   Ÿ  Accept  that  community  is  not  for      everyone   © Copyright 2010 Jamie J. Pappas. All rights reserved. 10
  • 11. User Adoption Case  Study   Ÿ  Iden>fy  business  goals  and  the  tools  that   will  meet  them  –  don’t  over-­‐saturate  with   tools   Ÿ  Keep  it  simple,  welcoming  and  easy-­‐to-­‐use     Ÿ  Provide  tools  and  resources  that  help   people  get  started   Ÿ  Approach  community  as  an  experiment  -­‐   flexibility  is  key   Ÿ  Combine  business  and  social  discussions,   albeit  unevenly  –  we  strive  for  an  80/20   mix,  recognizing  that  they  fuel  each  other     Ÿ  Fear  of  par>cipa>on  is  normal,  you  must   address  it   Ÿ  Let  the  community  manage  the   community  -­‐  Trust  employees  to  do  the   right  thing   © Copyright 2010 Jamie J. Pappas. All rights reserved. 11
  • 12. Moderation Process Case  Study   Ÿ  EMC’s  “Blogging  and  Social  Web   Guidelines”    as  well  as  the  “EMC|ONE   Community  Guidelines”  reinforce   expected  behaviors  for  professional   conduct     Ÿ  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   Ÿ  Content  is  not  reviewed  before  it  goes  live   on  the  site  –  publishing  is  in  real-­‐>me   Ÿ  Links  to  “Community  Guidelines”  and   “Report  Abuse”  are  in  the  footer  of  every   page   © Copyright 2010 Jamie J. Pappas. All rights reserved. 12
  • 13. Creating Communities Case  Study   Ÿ  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   Ÿ  Expecta>on  for  keeping  community   ac>ve  is  set   –  Communi>es  are  archived  aCer  3   months  of  inac>vity   Ÿ  Expecta>on  for  following  EMC   policies  and  EMC|ONE  Community   Guidelines  is  set   © Copyright 2010 Jamie J. Pappas. All rights reserved. 13
  • 14. Training and Education Case  Study   Ÿ  Don’t  underes>mate  the  need  for   training  on  these  tools   Ÿ  Enterprise  New  Hire  training  –  get  in   early   Ÿ  Integra>on  into  exis>ng  Manager  and   Director  training   Ÿ  Seek  out  opportuni>es  to  present  value   Ÿ  Online  training   Ÿ  Opt-­‐in  in-­‐person  training   Ÿ  Lunch-­‐n-­‐Learns   Ÿ  Podcasts/Webcasts   Ÿ  “Train  the  trainer”     Ÿ  Set  expecta>ons/guidelines  for  use   © Copyright 2010 Jamie J. Pappas. All rights reserved. 14
  • 15. Benefits of EMC|ONE are Great… Case  Study   Ÿ  “Corporate  Memory”   Ÿ  Exper>se  loca>on  on  a  global  scale   Ÿ  Reputa>on  management   Ÿ  Provides  employees  with  a  “voice”   Ÿ  Listen  to  and  learn  from  employees   Ÿ  Break  down  organiza>on/informa>on  silos   Ÿ  Innova>on  and  thought  leadership   Ÿ  Connect  people  with  people  and  informa>on   Ÿ  Personal  and  professional  growth   Ÿ  Learn/adopt  E  2.0  behaviors  and  proficiencies     Ÿ  Cost  savings/Green  Business  Leadership     © Copyright 2010 Jamie J. Pappas. All rights reserved. 15
  • 16. …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  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   © Copyright 2010 Jamie J. Pappas. All rights reserved. 16
  • 17. Defining Success Quality  vs.  QuanLty   Case  Study   Registered  Users  &   Unique  Visitors   (numbers  are  cumula>ve)   Ÿ  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   –  –  –  –  Ÿ  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   © Copyright 2010 Jamie J. Pappas. All rights reserved. User  Generated   Content   (numbers  are     point  in  >me)   17
  • 18. EMC’s Key Ingredients Case  Study   Ÿ  Execu>ve  sponsorship   Ÿ  Funding   Ÿ  Defined  goals/purpose   Ÿ  Defined  “rules  of  engagement”   Ÿ  Partnerships  are  key     –  IT,  HR,  Legal,  PR,  Business  Units,  etc   Ÿ  Group  of  passionate  folks   Ÿ  Pa>ence   Ÿ  Perhaps  a  leap  of  faith   © Copyright 2010 Jamie J. Pappas. All rights reserved. 18
  • 19. What’s Next? Case  Study   Ÿ  Con>nued  Outreach   –  Proac>vely  iden>fying  needs  and  aligning  tools   –  Lunch-­‐n-­‐Learns   Ÿ  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   Ÿ  Upgrade  to  SBS  4.x   –  –  –  –  –  Internal  video   Personal  Documents   Personal  Bookmarks   Mobile  Support   More  robust  email  integra>ons   © Copyright 2010 Jamie J. Pappas. All rights reserved. 19
  • 20. Questions? Feedback? Case  Study   Feel  free  to  reach  out  to  me  at  any  0me!     Jamie  Pappas   Manager,  Social  Media  Strategy   pappas_jamie@emc.com   www.jamiepappas.com     hYp://twiYer.com/jamiepappas     © Copyright 2010 Jamie J. Pappas. All rights reserved. 20
  • 21. Webinar Series Case  Study   Ÿ  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     © Copyright 2010 Jamie J. Pappas. All rights reserved. 21
  • 22. Engage. Evangelize. Empower. www.20adoptioncouncil.com