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

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   This webinar is being recorded   For assistance during the call –  Press *0 to reach a ReadyTalk operator   Your lines are muted –  Please ask ques>ons via the chat window –  We will address ques>ons at the end of the presenta>on   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   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   EMC|ONE At-‐a-‐Glance   Tools and Milestones   Why EMC|ONE?   Ge]ng Buy-‐In   Dealing with the Cri>cs   User Adop>on   Modera>on Process   Training and Educa>on   Beneﬁts   Deﬁning Success   What’s Next? © Copyright 2010 Jamie J. Pappas. All rights reserved. 5

6. 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 Ac>ve Communi>es   110 Ac>ve Groups   Built on Jive SoCware’s Clearspace / Social Business SoCware plahorm   Hosted internally behind our ﬁrewall by EMC © Copyright 2010 Jamie J. Pappas. All rights reserved. 6

7. Tools and Milestones Case Study   Discussions   User customized home page   Wikis   User generated communi>es   Blogs   Customizable community home page   Rich media embedding   Advanced search   Robust user proﬁles/exper>se locator   Private messaging   Status Updates   Follow people or content –  Email no>ﬁca>ons –  RSS feeds   “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   Enable employee collabora>on on a global scale   Explore the opportuni>es available through the use of social media as an enterprise tool   Provide employees a “voice” in the organiza>on   Break down organiza>on and informa>on silos, improving produc>vity and communica>ons   Connect people with people and real-‐>me resources   Develop E 2.0 proﬁciency across global workforce   Start internally – work our way outside © Copyright 2010 Jamie J. Pappas. All rights reserved. 8

9. Getting Buy-In Case Study   Deﬁne the goals   An>cipate possible objec>ons   Determine the “key players”   Tap into execu>ves that “get it” or have shown an interest   Highlight realis>c goals   Be honest with budgetary needs   Consider a “pilot” or “beta” rollout   Be open to feedback © Copyright 2010 Jamie J. Pappas. All rights reserved. 9

10. Dealing with the Critics Case Study   An>cipate possible objec>ons   Acknowledge concerns   Engage in friendly dialogue   Respect cri>cal feedback   Educate where ever possible   Accept that community is not for everyone © Copyright 2010 Jamie J. Pappas. All rights reserved. 10

11. User Adoption Case Study   Iden>fy 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 par>cipa>on is normal, you must address it   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   EMC’s “Blogging and Social Web Guidelines” as well as the “EMC|ONE Community Guidelines” reinforce expected behaviors for professional conduct   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   Content is not reviewed before it goes live on the site – publishing is in real-‐>me   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   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   Expecta>on for keeping community ac>ve is set –  Communi>es are archived aCer 3 months of inac>vity   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   Don’t underes>mate the need for training on these tools   Enterprise New Hire training – get in early   Integra>on into exis>ng Manager and Director training   Seek out opportuni>es to present value   Online training   Opt-‐in in-‐person training   Lunch-‐n-‐Learns   Podcasts/Webcasts   “Train the trainer”   Set expecta>ons/guidelines for use © Copyright 2010 Jamie J. Pappas. All rights reserved. 14

15. Benefits of EMC|ONE are Great… Case Study   “Corporate Memory”   Exper>se loca>on on a global scale   Reputa>on management   Provides employees with a “voice”   Listen to and learn from employees   Break down organiza>on/informa>on silos   Innova>on and thought leadership   Connect people with people and informa>on   Personal and professional growth   Learn/adopt E 2.0 behaviors and proﬁciencies   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)   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 –  –  –  –    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   Execu>ve sponsorship   Funding   Deﬁned goals/purpose   Deﬁned “rules of engagement”   Partnerships are key –  IT, HR, Legal, PR, Business Units, etc   Group of passionate folks   Pa>ence   Perhaps a leap of faith © Copyright 2010 Jamie J. Pappas. All rights reserved. 18

19. What’s Next? Case Study   Con>nued Outreach –  Proac>vely iden>fying needs and aligning tools –  Lunch-‐n-‐Learns   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   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   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