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CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011
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CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011

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CSC Social Business Case Study / Practices

CSC Social Business Case Study / Practices

Slides shared at a local Boston Group meeting in December.

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CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011 CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011 Presentation Transcript

  • BUILDING A SUCCESSFUL SOCIAL BUSINESS STRATEGY INSIDE AND OUT CLAIRE FLANAGAN CSC Director, Social Business and Community Strategy J BOYE BOSTON: DECEMBER 2011@cflanagan © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 1
  • CSC: 50+ Years of Client Service Excellence A TRUE GLOBAL 2,500 world-class customers — 90 countries — 94,000 employees DELIVERY MODELFORTUNE 150, “MOSTADMIRED COMPANY" CSC Locations Other Client Engagements MISSION-CRITICAL DELIVERY EXCELLENCE SIX INDUSTRY VERTICALS $16.2 B BUSINESS SOLUTIONS & SERVICES © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 2
  • SOCIALIZE MY INTRANET?© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 3
  • “By 2014, social networking services willreplace e-mail as the primary vehicle for interpersonal “communications for 20 percent of business users. Gartner Predicts 2010 “Social Software Is an Enterprise Reality”, December 2009 http://bit.ly/gIthoV © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 4
  • “ The baseline has shifted…no longer enough to provide sophisticated content management. Today’s intranet needs to have peer-to-peer engagement and “ multi-channel communications embedded at their very core. “The intranet is dead. Long live the intranet.” The Next Web, July 2010 http://tnw.co/eb4YhI© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 5
  • Social Business . . .• Supports Business Goals• Provides environments where members: – engage, create, organize and share information – find, connect and interact with others• Supports teaming, communities and networking with value chain (employees, customers, partners, prospects, alumni, etc.) Gartner Magic Quadrant for Social Software in the Workplace", Gartner. 25 October 2010, ID:G00207256 Gartner Magic Quadrant for Externally Facing Social Software, Gartner. 5 July 2010, ID:G00201627 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 6
  • COLLABORATION IS IN OUR DNA Integrate Extend Evolve Early Intranet C3 — Social Full Globaland Distributed CSC Wiki Collaboration Portal Portals Platform This  is  one  step  of  many  —  it’s  part  of  the  journey   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 7
  • …YET STILL FACE BUSINESS PROBLEMS EXPERT, ASSET LOCATION NEW HIRE ONBOARDING INTELLECTUAL PROPERTY SILOS / INNOVATION BARRIERS THOUGHT LEADERSHIP© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 8
  • C3: Connect. Communicate. Collaborate.Award-winning, enterprise-class, global socialcollaboration where employees: Internal Evangelist•  Connect: Time zones, distance no longer barriers of the Year Award November 2009•  Communicate: Share their work, thoughts•  Collaborate: Get work done with others Community Adoption Award October 2009 Jive Champion Award September 2010 Finalist 2010 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 9
  • C3 Adoption Best Practices Asia Pacific 9%Secret Weapons to Going Viral, Global EMEA 29% North America Global  par:cipa:on   39% India 1% 22% Latin America100%  User  Adop:on           Portal  shut-­‐down  Jan  ’11  New  “normal”  4+M  ac:vi:es   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 10
  • C3 Provides Business Value Collapsed  :me,  distance  barriers  to  leverage  global   exper:se   Reduced  proposal  development  cycle  :me,   customer  acquisi:on  costs   Improved  exper:se  loca:on  and  engagement   Improved  new  employee  onboarding   Increased  broad  collabora:on  to  drive  process   efficiencies   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 11
  • C3 Wins Hearts and MindsBecomes Part of Everyday Work“Proud  to  be  CSC”  “I  went  from  being  a  skep4c  to  a  convert.  It  just  makes  you  want  to  get  involved!”  “C3  is  just  what  we  need  to  start  leveraging  the  power  of  the  wider  organiza4on.”  “C3  will  transform  CSC  …  allows  us  to  overcome  silos.”  “C3  is  the  de  facto  standard  for  how  we  collaborate.  Its  the  language  of  the  company.”    Lem  Lasher,  President,  CSC  GBS  “It  is  a  key  tool  to  achieve  the  ‘One  CSC’  vision.”    Leif  Ulstrup,  President,  CSC  FCP   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 12
  • CSC Social Business FootprintInnovation Through a Well-Crafted EcosystemWikonnecT   csc.com  (Sept  2008)   Community.csc.com    Exclusive   (June  2010)  Access   Social  Media  (Fall  2011)   3 CSC.com CC3  Employee  (May  2009)   InTouch   (Summer  2010)   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 13
  • PLAN FOR ADOPTION You can’t plan to go viral. You can’t go viral if you don’t plan well.© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 14
  • Adoption Principles DON’T DO Find  execu4ves  to     Execu:ves   Overlook   “walk  the  talk”   Taxonomy   Reflect  organiza4on  chart   Allow  paVerns  to  emerge   Poli:cs/Culture   Ignore   Listen,  learn,  adapt   Fit  with  Other   Fail  to  provide  guidance   “What  do  I  use  when?”   Tools   Deployment   “If  you  build  it,  they  will  come”   Plan  for  adop4on   Locate  advocates   Staffing   Discount   Staff  community  manager   Content   Launch  a  blank  slate   Seed  use  cases,  groundswell   Conversa:on   Think  just  work,  no  play   Provide  “watercooler”   Speed  to  Users   Hold  for  perfec4on   Pilot.  Frequent  releases   You can’t plan to go viral. You can’t go viral if you don’t plan well. © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 15
  • Adoption Model 1.  EXECUTIVES   2.  COMMUNITY   4.  EDUCATION  &   MGR  &     SUPPORT   ADVOCATES   3.  BUSINESS  USE   CASES   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 16
  • SECURE TOP DOWN SUPPORT 1. EXECUTIVES AS ADVOCATES© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 17
  • 2. STAFFCOMMUNITYMANAGER © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 18
  • 2. Staff Community Manager• Adoption Planner• Advocate Leader• Coach / Trainer• Conversation Starter / Moderator• Welcome Wagon• Govern. Measure. Manage © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 19
  • BUILD GROUNDSWELL 2. ENGAGE ADVOCATES© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 20
  • 2. Advocates: What Do They Do? 1.  Share  Community  Work 2.  Story  Teller  (WOM)   3.  Provide  Member  Support   3.  Prune  /  Curate   5.  Provide  Trusted  Feedback   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 21
  • CSC Life Guards 12  Assigned,  100  Total   Seeded  200  Use  Cases,  Topics  Prior  to  Launch   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 22
  • CSC Life Guards Planning  Partners,  Story  Tellers   Engaged  Local  Execu:ves,  Teams   Source  of  Peer  Support,  Answers   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 23
  • Life Guard Tiers Lifeguard   Senior  Lifeguard   Recogni:on   KRA  Credit   X   X   Answers  Members  Ques:ons   X   X   Leadership  of  Use  Cases,  Topics   X   X  Speaking  Opportuni:es  to  Leaders,   X   X+   Project  Teams,  Peers   Access   Early  Access  to  New  Features   X   X+   Direct  Access  to  Planning  Team     X   X   Influence   Release  Priori:es   X   X   User  Acceptance  Tes:ng   X   © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 24
  • CSC Life Guards: Other Tactics• How-To’s / Weekly Calls• Communication Templates / Tools• “Master Lifeguard” Community Manager• Certificates of Accomplishment• Targeted Training• Avatar Badges• Exclusive Lifeguard Space• Speaking Opportunities © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 25
  • 3. BUILD BUSINESS USE CASES© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 26
  • 3. Build Business Use Cases• New product development• Innovation• New business• Customer support• Peer support / collective intelligence• Career development• Communities of Practice and Interest• Executive communication © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 27
  • Tap into the Collective IntelligenceAsk and Answer QuestionsAsk Your Colleagues•  Bid & Proposal Question –  “Where have we . . . ?” –  Old Way = Email / Reply All dlists –  New Way = 240+ Views, 11 global replies, right answer 30 minutes•  Bid Team –  Search for experts & answers –  Old Way = 5-10 days –  New Way = 2 days•  Delivery Team –  MS Excel deliverable problem –  Old way = no answer –  New Way = 3 global replies, right answer 1 hour © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 28
  • Get Work DoneExamplesCollaborate on Work•  Account PMO, Project Teams•  Business Unit•  Peer Support, Desktop Support•  Corporate InitiativesBuild CSC’s Capabilities•  CSC Cloud Solution•  CSC Social Business Solution•  Sales & Business Development•  Solution ArchitectureAlign Corporate Strategy•  Group President / Executive Bloggers•  CIO Bloggers•  CSC News, Corp Communications © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 29
  • Locate ExpertiseRich ProfilesRich Profiles•  What a user knows –  Self proclaimed expertise –  System generated•  Who they know•  Where they are in the organization –  Business Unit, Manager, Geography –  Group membershipsIn Line Context•  Bio summary display on-hover throughout system for ready © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 30
  • “ People work better together when they “ know each other on a personal level. hVp://knowledge.wpcarey.asu.edu/ar4cle.cfm?ar4cleid=1653  © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 31
  • WatercoolerCreative Hobbies w/ Biz Impact ed  in  •  Photography hoto   featur d r   Best  P  Holiday  Ca  CSC•  Creative Minds @ CSC•  “The Write Cloud”: Building Written Skills•  Gamification•  Virtual WorldsWork Life Balance•  Pets at the Watercooler•  Cycling•  Health & Wellness   rk  Days Ride  to  Wo SC  Offices   tes  Near  CFun Resources Bike  Rou•  Emoticon Share•  Movie Fans © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 32
  • 4. USER EDUCATION AND SUPPORT© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 33
  • Building 21st Century Digital Literacy SkillsBenchmarking, Partnering with Marketplace Leaders•  Building 21st Century “Digital Literacy” and “Better Business Collaboration” Skills Learning Architecture/Certification with the goal of evolving skills in: –  Our Employees (“Foundation” or “Work Out Loud” skills) –  Our Leaders (“Open Leadership” skills) –  Our Specialist Roles (Community Managers/Social Media Strategists)•  Benchmarking and partnering with recognized market leaders and professional associations Digital Competency Framework © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 34
  • CSC Social Collaboration Journey 98K+ Registered UsersJourney to Date Future•  Rich Media, Video •  Native (Full Feature) Mobile App•  Mobile (Read, Reply, Create from email) •  Private/”Gated” External•  Portal / Intranet Shutdown Collaboration + Bridge with Internal Community•  Document Management •  Document Management Integration•  Navigation (CSC Find) •  Enterprise Search•  Ideation•  Public Community © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 35
  • If You Plan Well, They Will Come!1.  Be Credible –  Do your homework –  Know the industry –  Know your company strategy, culture2.  Engage Sponsors –  Talk executive –  Build partnerships with stakeholders3.  Move Quickly –  Speed to users (pilot, frequent releases)4.  Plan for Adoption –  Select the right tool, plan for scale, make the best first impression –  Locate advocates to go wide, global –  Think top down, bottom up, sideways –  Seed use cases; don’t forget the Watercooler5.  Be Ready to Adapt © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 36
  • Claire  Flanagan     Director,  KM  and  Enterprise  Social  Business,  Communi4es  Strategy   CSC  Office  of  Innova4on   Linked  In:  hVp://www.linkedin.com/in/cflanagan   Twijer:  cflanagan     CSC CSCNews CSC CSCNews© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 37