EMC Education Services and Web 2.0 August 2009 Gina Minks Nada Wheelock
Objectives/Overview <ul><li>How does Web 2.0 fits into learning and supports strategic initiatives </li></ul><ul><li>How d...
Technology decision makers use social media to make purchase decisions Forrester Research, based on 1,217 NA and European ...
Value Networks (ITIL v3 definition) Tangible Value Transactional Formal “A web of relationships that generates tangible an...
Informal Learning Facilitated by Web 2.0 Technologies Intangible Value Informal
Org Chart is Hierarchal and Transactional VP Director Director Director Assistant Manager Manager Manager Manager Manager ...
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) <ul><li>Influ...
More New Information Coming Each Year 2005 2006 2007 2008 2009 2010 Source: IDC, “The Expanding Digital Universe,” Sponsor...
Participation Inequality Shows Importance of Influencers 90 %  Lurkers 9%  Occasional participants 1%  Highest contributor...
Critical Connectors/Influencers are Information Filters Hubs Connected to many people The good:  share info quickly The ba...
Communication has Evolved Traditional Methods Becoming Less Effective…   Social Media Complements Traditional Marketing Ch...
Anchor Web 2.0 Activities by Business Goals: Extend EMC Education Service’s reach, establish thought leadership and build ...
Web 2.0 Connects Us to Influencers, Who Extend Our Reach <ul><li>25+ blog mentions (1000s of blog followers) </li></ul><ul...
Mixing Traditional Marketing with Web 2.0 Example: from Awareness to Advocacy (purchase/referrals) “ I’ve found an excerpt...
Generating Business Value: Customer testimonials, collaboration <ul><li>Value of Community </li></ul><ul><ul><li>“ A great...
Generating Business Value: Customer testimonials, collaboration <ul><li>Improving Productivity </li></ul><ul><ul><li>“This...
What’s Next for Education Services? <ul><li>It’s not about the medium – it’s about the message </li></ul><ul><ul><li>How c...
Stand back and let the network do its work
Call to Action <ul><li>Check out the Proven Professional Community:  education.EMC.com/ProvenCommunity </li></ul><ul><ul><...
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Social Media Ed Svcs Overview

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  • http://www.vernaallee.com/value_networks/ValueNetworksBasics-Introduction.pdf
  • http://www.vernaallee.com/value_networks/ValueNetworksBasics-Introduction.pdf
  • An organizational Chart represents hierarchical and transactional communications. The communications officially go from the top of the chart through directors and managers until the individual contributor is reached. And communications officially go back the same way they came, from the bottom up to the top. There are also formal agreements and SLAs between the managers about how work gets done, making the official work of the group very transactional.
  • But the real work gets done in other ways.
  • Communication: Creates an atmosphere in which timely and high quality information flows smoothly between self and other Encourages the open expression of ideas and opinions. open access to information. Operational command of the business : Uses cross-functional knowledge and interfaces to get things done. Eliminates inefficiencies and roadblocks. Integrates planning efforts across work units. Leadership: Champions new initiatives within and beyond the scope of own job. Stimulates others to make changes and improvements. Respects and listens to others and builds effective teams who are committed to One Global EMC http://www.pollypearson.com/main/2009/06/culture-contrast-harnessing-the-power-of-people.html
  • We know there is an explosion of information. How do we keep up with it?
  • http://www.useit.com/alertbox/participation_inequality.html
  • Hubs are directly connected to many people and, as a result, have the ability to disseminate information quickly. Hubs sometimes become bottlenecks: people so overwhelmed with information requests and communications that their productivity wanes. When this happens, the ripple effects have a disproportionate affect on the network and many people feel the results. They help CLOs spread information and accelerate change by getting messages out quickly and effectively across a wide network of individuals. Gatekeepers stand at the intersection between parts of the organization or areas of expertise. They can be the managers who, for sake of control, prohibit anyone from working with their direct reports without them present. They can be the executives who shield their organizations from abusive colleagues. Or they can simply be subject matter experts who can easily and quickly access people in a certain field of knowledge. Pulse-takers are the covert influencers within networks. They’re often more knowing than known, and they connect with others strategically. They can be the Machiavellian, behind-the-scenes players or quietly influential informal leaders who people turn to during times of uncertainty. These are the people CLOs want to have on their side during major change initiatives because, with just a few actions, they have the power to accelerate or impede progress.
  • Social Media Ed Svcs Overview

    1. 1. EMC Education Services and Web 2.0 August 2009 Gina Minks Nada Wheelock
    2. 2. Objectives/Overview <ul><li>How does Web 2.0 fits into learning and supports strategic initiatives </li></ul><ul><li>How does the EMC Proven Professional Online Community fit in with other forms of social media </li></ul><ul><li>Provide examples of driving awareness and engagement through Web 2.0 platforms </li></ul><ul><li>Promote collaboration and growth via Web 2.0 platforms to achieve business objectives </li></ul>
    3. 3. 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
    4. 4. 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”
    5. 5. Informal Learning Facilitated by Web 2.0 Technologies Intangible Value Informal
    6. 6. Org Chart is Hierarchal and Transactional VP Director Director Director Assistant Manager Manager Manager Manager Manager Manager Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker Worker
    7. 7. What would an Org Chart look like as a value network?
    8. 8. Informal Learning Supports EMC’s Core Values and Competencies ( Can be activated using Web 2.0 Technologies) <ul><li>Influence : </li></ul><ul><li>Understands and leverages EMC's informal power structure  </li></ul><ul><li>Cultivates a network of contacts throughout the organization </li></ul>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.
    9. 9. More New Information Coming Each Year 2005 2006 2007 2008 2009 2010 Source: IDC, “The Expanding Digital Universe,” Sponsored by EMC, March ‘07 10x increase in 5 years 2011 Learning GPS needed to navigate information overload
    10. 10. Participation Inequality Shows Importance of Influencers 90 % Lurkers 9% Occasional participants 1% Highest contributor/Influencer
    11. 11. Critical Connectors/Influencers are Information Filters Hubs Connected to many people The good: share info quickly The bad: can be bottlenecks and become overwhelmed with requests for information Pulse Takers Covert influencers Gatekeepers Connectors between different parts of an organization/expertise The good: can quickly access expertise The bad: can control access to resources or expertise The good: can use their Influence to accelerate progress The bad: can use their Influence to impede progress
    12. 12. Communication has Evolved Traditional Methods Becoming Less Effective… Social Media Complements Traditional Marketing Channels
    13. 13. Anchor Web 2.0 Activities by Business Goals: Extend EMC Education Service’s reach, establish thought leadership and build awareness
    14. 14. Web 2.0 Connects Us to Influencers, Who Extend Our Reach <ul><li>25+ blog mentions (1000s of blog followers) </li></ul><ul><li>Generated Bloggers’ Coverage </li></ul><ul><li>100s of views; documents and discussions drive engagement </li></ul><ul><li>EMC Employee outreach </li></ul><ul><li>Many EMC boot camps have groups (e.g., EMC, Smarts, EMC GSAP, Consulting); some certified by end of boot camp </li></ul><ul><li>Target new recruits on Facebook </li></ul><ul><li>EMC Proven Professional Group for those looking for us (links to Proven Prof. Comm.) </li></ul><ul><li>20+ Proven Professional videos and interviews </li></ul><ul><li>1000s of views </li></ul><ul><li>User generated content </li></ul><ul><li>Searchable, linked to EMC corporate activities </li></ul><ul><li>1500+ followers growing across 3 profiles – retweeting EdSvcs messages </li></ul><ul><li>Tweeting, retweeting, linking to EdSvcs portal & Proven Prof. Community </li></ul><ul><li>Tried something new with Live Tweet Up </li></ul><ul><li>10k+ members across groups </li></ul><ul><li>Messaging to Social Groups </li></ul><ul><li>50k+ page v iews </li></ul><ul><li>3k+ Proven Professionals registered in ECN (20%) </li></ul><ul><li>Coverage in EMC Community Network </li></ul><ul><li>“ Favorite blogs” wiki in Proven Community </li></ul>
    15. 15. 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 <ul><li>Awareness generated by EMC.com & Google Alerts </li></ul><ul><li>Traditional networking closed knowledge gap </li></ul><ul><li>Referrals/Testimonials broadcast outside EMC </li></ul><ul><li>Promote testimonial via Web 2.0 </li></ul>
    16. 16. Generating Business Value: Customer testimonials, collaboration <ul><li>Value of Community </li></ul><ul><ul><li>“ A great cheer for all of you from here; and I hope we get along to keep learning from each other. (EDS/American Airlines) </li></ul></ul><ul><ul><li>“ 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.” </li></ul></ul><ul><li>GPS </li></ul><ul><ul><li>“ 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.” </li></ul></ul><ul><li>EMC Advocates </li></ul><ul><ul><li>“ Since then I fell in love with those DMXs machines. I plan to expand my knowledge one day in Symmetrix area.” </li></ul></ul><ul><ul><li>“ I love EMC technologies. I am preparing for EMC Expert Certifications.” (HP Systems Engineer) </li></ul></ul><ul><li>Exchanging Tips on Preparing for Exams </li></ul><ul><ul><li>“ 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) </li></ul></ul><ul><li>Mentorship </li></ul><ul><ul><li>“ 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?” </li></ul></ul>
    17. 17. Generating Business Value: Customer testimonials, collaboration <ul><li>Improving Productivity </li></ul><ul><ul><li>“This document shows your great knowledge. This will help me to work better and faster. Thanks a million.” </li></ul></ul><ul><ul><li>“ 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. ” </li></ul></ul><ul><ul><li>“Great document.  This will be useful and handy.  I appreciate you taking the time to upload to the community.” </li></ul></ul><ul><ul><li>User-generated content: Oracle restore to a different client-host using Avamar </li></ul></ul><ul><li>Value of Certification Testimonials </li></ul><ul><ul><li>“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 &quot;the big picture&quot;.  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.” </li></ul></ul><ul><li>Training Recommendations/Sales Opportunities </li></ul><ul><ul><li>“I’d recommend the 322 ILT…” “…the training was amazing” </li></ul></ul><ul><ul><li>“I have currently been &quot;elected&quot; to manage our growing CX4 SAN storage infrastructure.” </li></ul></ul>
    18. 18. What’s Next for Education Services? <ul><li>It’s not about the medium – it’s about the message </li></ul><ul><ul><li>How can Web 2.0 support EMC Education Services’ business priorities? </li></ul></ul><ul><li>Identify the set of venues that are currently in use or that can be used strategically to nurture networks </li></ul><ul><ul><li>EMC Proven Professional Community/ECN Connect Communities </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>EMC|ONE </li></ul></ul><ul><ul><li>LinkedIn, Orkut </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Where else?? </li></ul></ul><ul><li>Start Lurking! </li></ul><ul><li>Seed the Network </li></ul>
    19. 19. Stand back and let the network do its work
    20. 20. Call to Action <ul><li>Check out the Proven Professional Community: education.EMC.com/ProvenCommunity </li></ul><ul><ul><li>Participate; Sign-up for e-mail notifications </li></ul></ul><ul><li>Follow us on Twitter </li></ul><ul><ul><li>Visit www.twitter.com/EMCEducation </li></ul></ul><ul><li>Join us on Linked In/Orkut/Facebook </li></ul><ul><ul><li>Links on the Favorite Blogs wiki </li></ul></ul><ul><li>Need help getting started? </li></ul><ul><ul><li>Charles Kronauer ; Gina Minks; Nada Wheelock </li></ul></ul>

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