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
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being
recorded
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the
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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