How we convinced our execs to try social media

Our Journey
How do you convince Education Executives to use social media?

Who We are
@wheelnz
@gminks
Marketing
Education

Checklist for presenting to execs
Executives pay more attention when they hear the following things:
Initiatives that align to business goals
Outside research
Technical terms that tie to your industry
Business results that tie back to business goals
General Design Tips
Keep it short!
Grab their attention with the first 2 slides
Leave them with a simple call to action

EMC Education Services and Web 2.0
August 2009
Gina Minks
Nada Wheelock

Objectives/Overview
How does Web 2.0 fits into learning and supports strategic initiatives
How does the EMC Proven Professional Online Community fit in with other forms of social media
Provide examples of driving awareness and engagement through Web 2.0 platforms
Promote collaboration and growth via Web 2.0 platforms to achieve business objectives

Objectives/Overview
How does Web 2.0 fits into learning and supports strategic initiatives
How does the EMC Proven Professional Online Community fit in with other forms of social media
Provide examples of driving awareness and engagement through Web 2.0 platforms
Promote collaboration and growth via Web 2.0 platforms to achieve business objectives
Align to current strategic initiatives

Technology decision makers use social media to make purchase decisions
Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees

Technology decision makers use social media to make purchase decisions
Outside research
Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees

“A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more organizations”
Value Networks (ITIL v3 definition)
Tangible Value
Transactional
Formal

“A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more organizations”
Value Networks (ITIL v3 definition)
Technical terms
Tangible Value
Transactional
Formal

Informal Learning Facilitated by Web 2.0 Technologies
Intangible Value
Informal

Informal Learning Facilitated by Web 2.0 Technologies
Technical terms
Intangible Value
Informal
Formal

Org Chart is Hierarchal and Transactional

What would an Org Chart look like as a value network?

Informal Learning Supports EMC’s Core Values and Competencies (Can be activated using Web 2.0 Technologies)
Influence:
Understands and leverages EMC's informal power structure
Cultivates a network of contacts throughout the organization
EMC Senior Leadership “getting this” early on: encouraged EMC to learn new skills to unlock the business magic within 2.0 management and behavior models.

Learning GPS needed to navigate information overload
10x increase in 5 years
2005
2006
2007
2008
2009
2010
More New Information Coming Each Year
2011
Source: IDC, “The Expanding Digital Universe,” Sponsored by EMC, March ‘07

Participation Inequality Shows Importance of Influencers
90 % Lurkers
9% Occasional participants
1% Highest contributor/Influencer

Critical Connectors/Influencers are Information Filters
Gatekeepers
Connectors between different parts of an organization/expertise
Pulse Takers
Covert influencers
Hubs
Connected to many people
The good: can use their Influence to accelerate progress
The bad: can use their Influence to impede progress
The good: share info quickly
The bad: can be bottlenecks and become overwhelmed with requests for information
The good: can quickly access expertise
The bad: can control access to resources or expertise

Communication has EvolvedTraditional Methods Becoming Less Effective…
Social Media Complements Traditional Marketing Channels

Anchor Web 2.0 Activities by Business Goals:
Extend EMC Education Service’s reach, establish thought leadership and build awareness

Anchor Web 2.0 Activities by Business Goals:
Extend EMC Education Service’s reach, establish thought leadership and build awareness
Align to current strategic initiatives

Web 2.0 Connects Us to Influencers, Who Extend Our Reach

Web 2.0 Connects Us to Influencers, Who Extend Our Reach
Business Results

Mixing Traditional Marketing with Web 2.0 Example: from Awareness to Advocacy (purchase/referrals)
“I’ve found an excerpt in lots of places, but want the whole thing. From what I can tell, this book rocks!”
A few days later…
“I bought the book last night from a local retailer and am loving it so far. I will post reviews ”
- EMC Consulting
Awareness generated by EMC.com & Google Alerts
Traditional networking closed knowledge gap
Referrals/Testimonials broadcast outside EMC
Promote testimonial via Web 2.0

Generating Business Value:Customer testimonials, collaboration
Value of Community
“A great cheer for all of you from here; and I hope we get along to keep learning from each other. (EDS/American Airlines)
“I've just started using this community and VPX over the last couple of weeks, there's a lot of really useful information on these sites, plus I think communities like this are invaluable, especially when you need to find answers.”
GPS
“I have to admit that the Powerlink site seems overwhelming with information and it's taking me a while to navigate. Any information on preparing for the exam will be well appreciated.”
EMC Advocates
“Since then I fell in love with those DMXs machines. I plan to expand my knowledge one day in Symmetrix area.”
“I love EMC technologies. I am preparing for EMC Expert Certifications.” (HP Systems Engineer)
Exchanging Tips on Preparing for Exams
“Experience in the field plus reading through all the WBTs make sure the exam is relatively easy…If you aren't sure of yourself, you could take the ILT…I finally got some ILTs, including the hands on which you need for the IE exam and I certified in 5 months after beginning with Storage.” (Open Line, Netherlands)
Mentorship
“My dream is to work in a datacenter, but will I be able to get any storage jobs with my above qualifications or are there any other courses which can increase my chances?”

Generating Business Value:Customer testimonials, collaboration
Improving Productivity
“This document shows your great knowledge. This will help me to work better and faster. Thanks a million.”
“Great information [exactly where DAS/NAS/SAN is implemented]. Hope to see more of your wisdom as I plough thro my EMC Proven programmes. Snippets like this help in the learning process.”
“Great document. This will be useful and handy. I appreciate you taking the time to upload to the community.”
User-generated content: Oracle restore to a different client-host using Avamar
Value of Certification Testimonials
“A way of validating my knowledge…I am able to converse intelligently with my teammates who specialize in SAN/DMX/Invista and they are pleasantly surprised...On the job, I find myself thinking even more in terms of "the big picture". Instead of framing a business challenge merely by my own expertise, I am able to draw from a larger well and realize there are other possibilities to get my customer's problems solved.”
Training Recommendations/Sales Opportunities
“I’d recommend the 322 ILT…” “…the training was amazing”
“I have currently been "elected" to manage our growing CX4 SAN storage infrastructure.”

What’s Next for Education Services?
It’s not about the medium – it’s about the message
How can Web 2.0 support EMC Education Services’ business priorities?
Identify the set of venues that are currently in use or that can be used strategically to nurture networks
EMC Proven Professional Community/ECN Connect Communities
Twitter
EMC|ONE
LinkedIn, Orkut
Facebook
You Tube
Where else??
Start Lurking!
Seed the Network

Stand back and let the network do its work

Call to Action
Check out the Proven Professional Community: education.EMC.com/ProvenCommunity
Participate; Sign-up for e-mail notifications
Follow us on Twitter
Visit www.twitter.com/EMCEducation
Join us on Linked In/Orkut/Facebook
Links on the Favorite Blogs wiki
Need help getting started?
Gina Minks; Nada Wheelock
Ask them to do something for you

Where are we now?

http://education.emc.com/ProvenCommunity

Twitter Accounts

Proven Professional
Academic Alliance
Facebook Fan Pages

YouTube

Flickr

EMC World – World Wide Proven Professional Day

EMC World: Automatic Process to share content that was created

Connect with me!
Twitter:
@gminks
Blog: http://gminks.edublogs.org

Questions?

http://gminks.edublogs.org	23
http://www.slideshare.net	13
http://hypergogue.posterous.com	6
http://feeds.feedburner.com	1

How we convinced our execs to try social media

by Gina Minks on Jun 02, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 43

Statistics

How we convinced our execs to try social media — Presentation Transcript