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Lessons Learned From  
             Internal Communi2es 
                 The real story behind  
             enterprise social networking  
              at IBM, EMC, and DeloiAe 



#e2conf30 
IntroducCons 
  •  Peter Kim, Senior Partner, Dachis CorporaCon 
  •  Joan DiMicco, Research ScienCst, IBM 
  •  Jamie Pappas, Manager Social Media Strategy, 
     EMC 
  •  Patricia Romeo, D Street Leader, DeloiAe 



#e2conf30 
Backchannel on TwiAer 
  •  Hashtag:  #e2conf30 

  •  Joan DiMicco: @joandimicco 
  •  Peter Kim: @peterkim 
  •  Jamie Pappas: @jamiepappas 
  •  Patricia Romeo: @patriciaromeo 


#e2conf30 
How social networking is being used 




Credit:  h*p://www.wordle.net 


#e2conf30 
Dachis Corpora2on 


  •  Peter Kim, Senior Partner 
  •  @peterkim 



#e2conf30 
Dachis CorporaCon 
  •  Founded 2008 
  •  $50 million commitment from AusCn Ventures 
  •  Focus on enterprise social soSware + services 




#e2conf30 
Social Business Design 



                                Leveraged Outcomes 


                                Emergent Outcomes 




#e2conf30 
IBM Beehive 


  •  Joan DiMicco, Research ScienCst 
  •  @joandimicco 



#e2conf30 
Joan DiMicco 
 IBM 
   Joan DiMicco 
   Title: Research ScienCst 
   1 Rogers Street 
   Cambridge, MA USA 


   joan.dimicco@us.ibm.com 
   www.joandimicco.com 
   twiAer.com/joandimicco 




#e2conf30 
Why Beehive? 
                                    
   •  A research project informing IBM’s Lotus ConnecCons 
      –  Transferrable asset to ConnecCons pla_orm 

   •  Mission: Push the boundaries of sharing in the workplace 
      –  Already at IBM: Corporate Profiles, Blogs, Wikis, AcCviCes, Dogear 
         Social Bookmarking 

   •  Goal: Understand why and when employees use these tools 




#e2conf30 
Features and Milestones
                                     
  •  Launched Fall 2007 to IBM 
  •  60,000 IBMers signed‐up 
  •  The Features That Worked 
      –  Free‐form About You quesCons 
      –  Status messages 
      –  Photo sharing 
      –  Top‐5 list sharing 
      –  Ability to comment on all content 
      –  Email digests of network acCvity 




#e2conf30 
Beehive Timeline 
 Began as a research project funded by the Lotus ConnecCons Product Group. 

                  May 2007         Sept 2007                June 2009               Future 

                                                • 60,000 IBMers have 
                                                  signed‐up and created 
                                                  profiles 
                                                • 10‐15,000 unique visitors 
                                                  each month                         Lotus 
                                 Opened to all  • Status messages: 200K          ConnecCons 
                Private beta 
    Major                          IBM; 1400    • Free‐form About You            Profiles will 
                   launch 
  Milestones                    employees join  quesCons: 60K                     integrate 
                (250 users) 
                                 the first week  • Photo shared: 70K             features from 
                                                • Top‐5 lists shared: 20K          Beehive 
                                                • Events hosted: 3K 
                                                • Comments made on 
                                                  profiles, photos, lists and 
                                                  events: 200K 

#e2conf30 
EMC | ONE 


  •  Jamie Pappas, Manager Social Media Strategy 
  •  @jamiepappas 



#e2conf30 
Jamie Pappas  
 EMC 
   Jamie Pappas 
   Manager, Social Media Strategy 
   42 South Street 
   Hopkinton, MA 01748 


   pappas_jamie@emc.com  
   jamiepappas.typepad.com    
   twiAer.com/jamiepappas 




#e2conf30 
Why EMC|ONE? 
   •    Explore the opportuniCes available 
        through the use of social media as an 
        enterprise tool 
   •    Provide employees a “voice” in the 
        organizaCon  
   •    Break down organizaCon and 
        informaCon silos 
   •    Connect people with people and real‐
        Cme resources 
   •    Develop E 2.0 proficiency across global 
        workforce 
   •    Start internally – work our way outside 




#e2conf30 
Features and Milestones 
       •     User generated communiCes                                               •       Status updates 
       •     Discussions, wikis, blogs                                               •       Advanced search 
       •     Rich media embedding                                                    •       Email noCficaCons 
       •     Robust user profiles                                                     •       RSS feeds 

                       July      Sept       Oct      Nov        Dec        Feb       May       Sept       Dec        Jan        Jan      April     May  
                       2007      2007       2007     2007       2007       2008      2008      2008       2008      2009       2009      2009      2009 




                      Alpha 
                              Beta Phase  1,000                            5,000              Dev/Test             10,000  Business      MulC‐  12,500 
                      Phase                         ProducCon   Release              Release             Release 
 Major Milestones              Release  Registered                       Registered             Env’s             Registered  CriCcal    node  Registered 
                     Release                          Phase       1.8                 1.10.6              2.5.3 
                                  1.6     Users                            Users              dedicated             Users     Status     Env.    Users 
                       1.0 




#e2conf30 
EMC|ONE Stats 
     Registered Users & Unique Visitors
                                                  User Generated Content
                                                                        
             (numbers are cumulaCve)
                                                    (numbers are point in Cme)
                                                                              




#e2conf30 
DeloiWe D Street
                              


  •  Patricia Romeo, D Street Leader 
  •  @patriciaromeo 



#e2conf30 
Patricia Romeo  
 Deloi*e 
   Patricia Romeo 
   D Street Leader 
   250 E. 5th Street 
   CincinnaC, OH 01748 
   513.624.7292 
   promeo@deloiAe.com  
   twiAer.com/patriciaromeo 




#e2conf30 
Why D Street? 
                                        
   •    To create a Gen Y friendly workplace 
   •    To preserve intellectual capital  
   •    To connect people across funcCons  
   •    To enable collaboraCon on ideas and projects 
   •    To build communiCes of pracCce and interest 
   •    To enhance knowledge about one another 
   •    To empower people with a personal branding page 
   •    To personalize the talent experience and make a large organizaCon feel 
        smaller 




#e2conf30 
Features and Milestones 
  •     Built in MOSS 2007 with customized features to create a Gen Y friendly experience.  
        Features include: 
          –    Blogs 
          –    Wall 
          –    Colleague connecCons 
          –    Advanced search 
          –    Email noCficaCon 
          –    RSS feeds 
          –    Free‐form About You quesCons 
          –    Photo sharing 

               Jan      Mar‐08    Apr‐08    May‐08      June‐08  July‐08    Aug‐08     Sept‐08    Oct‐08    Nov‐08       Jan‐09         Apr‐09 
                08 
   Major  Non‐client  Profiles   ConsulCng  AERS and     Profiles    Tax   Improved  Enabled  Imported  Added   Added fields for           Opened 
 Milestones  service   enhanced  Launch       FAS      enhanced  Launch      the     addiConal  over 3,000  foreign  our collegues  guestbook to 
             launch  w/ service             Launch     w/ regions         blogging    search      photos  languages  serving on     display on the 
                          lines,                        and cell         feature to              from the  to 20,000    foreign      profile page, 
                        industries                       phone           make more               firm PPD  profiles    assignments       similar to 
                       and sectors.                    numbers..          intuiCve              directory.                            Facebook’s 
                                                                                                                                         “wall.” 


#e2conf30 
D Street Stats 
 In 12 months, D Street  has become a very popular applicaCon at DeloiAe. 90% of the US firm has 
 visited D Street at least once.   D Street averages over 300 visitors per day.  With over 20,000 
 profiles, 1,500 blogs, 38,000 photos and 5,000 resumes, D Street is evolving to be the place to 
 connect at DeloiAe. 


   90,000 
                         EULA Accepts      Searches       Profiles Personalized     Profiles visited  
   80,000 
   70,000 
   60,000 
   50,000 
   40,000 
   30,000 
   20,000 
   10,000 
        0 




#e2conf30 
Discussion 
  •  Peter Kim, Dachis CorporaCon, @peterkim 
  •  Joan DiMicco, IBM, @joandimicco 
  •  Jamie Pappas, EMC, @jamiepappas 
  •  Patricia Romeo, DeloiAe, @patriciaromeo 




#e2conf30 
AdopCon 
  •    Allow opportunity for personal social interacCon 
  •    Secure leadership support early and oSen 
  •    Reinforce personal branding benefits 
  •    Rely upon viral adopCon vs. top down push 
  •    Start simple and conCnually enhance product 
  •    Integrate with as many firm systems as possible 
  •    Invest in community management 
  •    Create forums and tools to educate about 2.0 
  •    Approach social media as an experiment 
  •    Prepare to confront fear of parCcipaCon 
#e2conf30 
ModeraCon 
  •    Use guidelines that reference exisCng policies   
  •    Display terms of use at iniCal log on 
  •    Insert “report a concern” link on every page 
  •    Review risks with legal and management    




#e2conf30 
Measurement
                                     
  Qualita2ve Measures                       Numeric Measures 
  •  Level of acCvity site‐wide – is new    •  EULA accepts 
     content being posted, shared,          •  Profiles created 
     discussed                              •  Searches 
  •  User engagement                        •  Profiles visited 
  •  Community feedback                     •  Number of communiCes 
  •  Do they miss it when it’s not          •  Number of affiliaCons 
     available? 
                                            •  Blogs 
  •  Is this a part of “everyday” 
     business acCviCes?                     •  Bloggers 
                                            •  Pictures uploaded  
  •  Could we work without it? 
                                            •  Personal photos updated  
  •  Quality vs. quanCty 
                                            •  New files uploaded 
  •  User registraCons 
  •  Lurker staCsCcs                        •  Visitors and repeat visitors 

#e2conf30 
Thank you 
•  Peter Kim                    •  Jamie Pappas 
  –  me@beingpeterkim.com         –  pappas_jamie@emc.com 
  –  512‐364‐0046                 –  jamiepappas.typepad.com 
  –  www.beingpeterkim.com 


•  Joan Dimicco                 •  Patricia Romeo 
  –  joan.dimicco@us.ibm.com      –  promeo@deloiAe.com 
  –  www.joandimicco.com          –  513‐624‐7292 



#e2conf30 
Lessons Learned From  
             Internal Communi2es 
              Comparison of features and 
                    funcConality 




#e2conf30 
Tools to Connect 
                                       Beehive   D Street   EMC|ONE


       User Generated Communities        No        Yes        Yes


                  Blogs                  No        Yes        Yes


            Guestbook or Wall            Yes       Yes        No


          Colleagues or Friends          Yes       Yes        Yes


            Enhanced Search              Yes       Yes        Yes


                  Wiki                   No        No         Yes


                  Chat                   No        No         No


               Discussions               Yes                  Yes


        Customizable User Profiles       Yes                  Yes


#e2conf30 
Profile InformaCon to Share 
                                             Beehive                        D Street                       EMC|ONE
                 Professional Photo    YES – System generated     YES – User & system generated        YES – User generated

      Title, Location & Contact Data   YES – System generated        YES – System generated            YES – User generated

                            Resume              No                             No                              No

            Reporting Relationships             No                    YES – User generated                     No

             Publications & Content             No                    YES – User generated             YES – User generated

                 Bookmarks or links     YES – User generated          YES – User generated           Not yet, but coming soon

           Background & Experience      YES – User generated          YES – User generated             YES – User generated

                           Favorites    YES – User generated          YES – User generated                     No

                       Photo Album      YES – User generated          YES – User generated                     No

                Industry/Sector Data            No                   YES – System generated            YES – User generated

                  Service Area /Line            No                   YES – System generated            YES – User generated

          Education & Work History      YES – User generated          YES – User generated             YES – User generated

                 Skills & Languages     YES – User generated    Languages only – System generated      YES – User generated

                             Tenure     YES – User generated         YES – System generated            YES – User generated
                                                                                                    YES – Communities are user
           Community Memberships        YES – User generated          YES – User generated            generated, Groups are system
                                                                                                               generated



#e2conf30 

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Lessons Learned From Internal Communities

  • 1. Lessons Learned From   Internal Communi2es  The real story behind   enterprise social networking   at IBM, EMC, and DeloiAe  #e2conf30 
  • 2. IntroducCons  •  Peter Kim, Senior Partner, Dachis CorporaCon  •  Joan DiMicco, Research ScienCst, IBM  •  Jamie Pappas, Manager Social Media Strategy,  EMC  •  Patricia Romeo, D Street Leader, DeloiAe  #e2conf30 
  • 3. Backchannel on TwiAer  •  Hashtag:  #e2conf30  •  Joan DiMicco: @joandimicco  •  Peter Kim: @peterkim  •  Jamie Pappas: @jamiepappas  •  Patricia Romeo: @patriciaromeo  #e2conf30 
  • 5. Dachis Corpora2on  •  Peter Kim, Senior Partner  •  @peterkim  #e2conf30 
  • 6. Dachis CorporaCon  •  Founded 2008  •  $50 million commitment from AusCn Ventures  •  Focus on enterprise social soSware + services  #e2conf30 
  • 7. Social Business Design  Leveraged Outcomes  Emergent Outcomes  #e2conf30 
  • 8. IBM Beehive  •  Joan DiMicco, Research ScienCst  •  @joandimicco  #e2conf30 
  • 9. Joan DiMicco  IBM  Joan DiMicco  Title: Research ScienCst  1 Rogers Street  Cambridge, MA USA  joan.dimicco@us.ibm.com  www.joandimicco.com  twiAer.com/joandimicco  #e2conf30 
  • 10. Why Beehive?    •  A research project informing IBM’s Lotus ConnecCons  –  Transferrable asset to ConnecCons pla_orm  •  Mission: Push the boundaries of sharing in the workplace  –  Already at IBM: Corporate Profiles, Blogs, Wikis, AcCviCes, Dogear  Social Bookmarking  •  Goal: Understand why and when employees use these tools  #e2conf30 
  • 11. Features and Milestones   •  Launched Fall 2007 to IBM  •  60,000 IBMers signed‐up  •  The Features That Worked  –  Free‐form About You quesCons  –  Status messages  –  Photo sharing  –  Top‐5 list sharing  –  Ability to comment on all content  –  Email digests of network acCvity  #e2conf30 
  • 12. Beehive Timeline  Began as a research project funded by the Lotus ConnecCons Product Group.  May 2007  Sept 2007  June 2009  Future  • 60,000 IBMers have  signed‐up and created  profiles  • 10‐15,000 unique visitors  each month   Lotus  Opened to all  • Status messages: 200K  ConnecCons  Private beta  Major  IBM; 1400  • Free‐form About You  Profiles will  launch  Milestones  employees join  quesCons: 60K  integrate  (250 users)  the first week  • Photo shared: 70K  features from  • Top‐5 lists shared: 20K  Beehive  • Events hosted: 3K  • Comments made on  profiles, photos, lists and  events: 200K  #e2conf30 
  • 13. EMC | ONE  •  Jamie Pappas, Manager Social Media Strategy  •  @jamiepappas  #e2conf30 
  • 14. Jamie Pappas   EMC  Jamie Pappas  Manager, Social Media Strategy  42 South Street  Hopkinton, MA 01748  pappas_jamie@emc.com   jamiepappas.typepad.com     twiAer.com/jamiepappas  #e2conf30 
  • 15. Why EMC|ONE?  •  Explore the opportuniCes available  through the use of social media as an  enterprise tool  •  Provide employees a “voice” in the  organizaCon   •  Break down organizaCon and  informaCon silos  •  Connect people with people and real‐ Cme resources  •  Develop E 2.0 proficiency across global  workforce  •  Start internally – work our way outside  #e2conf30 
  • 16. Features and Milestones  •  User generated communiCes  •  Status updates  •  Discussions, wikis, blogs  •  Advanced search  •  Rich media embedding  •  Email noCficaCons  •  Robust user profiles  •  RSS feeds  July  Sept  Oct  Nov  Dec   Feb  May  Sept  Dec  Jan  Jan   April  May    2007   2007   2007  2007  2007   2008  2008  2008  2008  2009  2009  2009   2009  Alpha  Beta Phase  1,000  5,000  Dev/Test  10,000  Business  MulC‐ 12,500  Phase  ProducCon   Release  Release  Release  Major Milestones  Release  Registered  Registered  Env’s  Registered  CriCcal  node  Registered  Release  Phase  1.8  1.10.6  2.5.3  1.6  Users  Users   dedicated  Users  Status  Env.  Users  1.0  #e2conf30 
  • 17. EMC|ONE Stats  Registered Users & Unique Visitors   User Generated Content   (numbers are cumulaCve)   (numbers are point in Cme)   #e2conf30 
  • 18. DeloiWe D Street   •  Patricia Romeo, D Street Leader  •  @patriciaromeo  #e2conf30 
  • 19. Patricia Romeo   Deloi*e  Patricia Romeo  D Street Leader  250 E. 5th Street  CincinnaC, OH 01748  513.624.7292  promeo@deloiAe.com   twiAer.com/patriciaromeo  #e2conf30 
  • 20. Why D Street?    •  To create a Gen Y friendly workplace  •  To preserve intellectual capital   •  To connect people across funcCons   •  To enable collaboraCon on ideas and projects  •  To build communiCes of pracCce and interest  •  To enhance knowledge about one another  •  To empower people with a personal branding page  •  To personalize the talent experience and make a large organizaCon feel  smaller  #e2conf30 
  • 21. Features and Milestones  •  Built in MOSS 2007 with customized features to create a Gen Y friendly experience.   Features include:  –  Blogs  –  Wall  –  Colleague connecCons  –  Advanced search  –  Email noCficaCon  –  RSS feeds  –  Free‐form About You quesCons  –  Photo sharing  Jan  Mar‐08  Apr‐08  May‐08  June‐08  July‐08  Aug‐08  Sept‐08  Oct‐08  Nov‐08  Jan‐09  Apr‐09  08  Major  Non‐client  Profiles   ConsulCng  AERS and  Profiles   Tax  Improved  Enabled  Imported  Added   Added fields for  Opened  Milestones  service   enhanced  Launch  FAS  enhanced  Launch  the  addiConal  over 3,000  foreign  our collegues  guestbook to  launch  w/ service  Launch  w/ regions  blogging  search  photos  languages  serving on  display on the  lines,  and cell  feature to  from the  to 20,000  foreign  profile page,  industries  phone  make more  firm PPD  profiles    assignments  similar to  and sectors.     numbers..   intuiCve  directory.   Facebook’s  “wall.”  #e2conf30 
  • 22. D Street Stats  In 12 months, D Street  has become a very popular applicaCon at DeloiAe. 90% of the US firm has  visited D Street at least once.   D Street averages over 300 visitors per day.  With over 20,000  profiles, 1,500 blogs, 38,000 photos and 5,000 resumes, D Street is evolving to be the place to  connect at DeloiAe.  90,000  EULA Accepts  Searches   Profiles Personalized   Profiles visited   80,000  70,000  60,000  50,000  40,000  30,000  20,000  10,000  0  #e2conf30 
  • 23. Discussion  •  Peter Kim, Dachis CorporaCon, @peterkim  •  Joan DiMicco, IBM, @joandimicco  •  Jamie Pappas, EMC, @jamiepappas  •  Patricia Romeo, DeloiAe, @patriciaromeo  #e2conf30 
  • 24. AdopCon  •  Allow opportunity for personal social interacCon  •  Secure leadership support early and oSen  •  Reinforce personal branding benefits  •  Rely upon viral adopCon vs. top down push  •  Start simple and conCnually enhance product  •  Integrate with as many firm systems as possible  •  Invest in community management  •  Create forums and tools to educate about 2.0  •  Approach social media as an experiment  •  Prepare to confront fear of parCcipaCon  #e2conf30 
  • 25. ModeraCon  •  Use guidelines that reference exisCng policies    •  Display terms of use at iniCal log on  •  Insert “report a concern” link on every page  •  Review risks with legal and management     #e2conf30 
  • 26. Measurement   Qualita2ve Measures  Numeric Measures  •  Level of acCvity site‐wide – is new  •  EULA accepts  content being posted, shared,  •  Profiles created  discussed  •  Searches  •  User engagement  •  Profiles visited  •  Community feedback  •  Number of communiCes  •  Do they miss it when it’s not  •  Number of affiliaCons  available?  •  Blogs  •  Is this a part of “everyday”  business acCviCes?  •  Bloggers  •  Pictures uploaded   •  Could we work without it?  •  Personal photos updated   •  Quality vs. quanCty  •  New files uploaded  •  User registraCons  •  Lurker staCsCcs  •  Visitors and repeat visitors  #e2conf30 
  • 27. Thank you  •  Peter Kim  •  Jamie Pappas  –  me@beingpeterkim.com  –  pappas_jamie@emc.com  –  512‐364‐0046  –  jamiepappas.typepad.com  –  www.beingpeterkim.com  •  Joan Dimicco  •  Patricia Romeo  –  joan.dimicco@us.ibm.com  –  promeo@deloiAe.com  –  www.joandimicco.com  –  513‐624‐7292  #e2conf30 
  • 28. Lessons Learned From   Internal Communi2es  Comparison of features and  funcConality  #e2conf30 
  • 29. Tools to Connect  Beehive D Street EMC|ONE User Generated Communities No Yes Yes Blogs No Yes  Yes Guestbook or Wall Yes Yes No Colleagues or Friends Yes Yes Yes Enhanced Search Yes Yes Yes Wiki No No Yes Chat No No No Discussions Yes Yes Customizable User Profiles Yes Yes #e2conf30 
  • 30. Profile InformaCon to Share  Beehive D Street EMC|ONE Professional Photo YES – System generated YES – User & system generated YES – User generated Title, Location & Contact Data YES – System generated YES – System generated YES – User generated Resume No No No Reporting Relationships No YES – User generated No Publications & Content No YES – User generated YES – User generated Bookmarks or links YES – User generated YES – User generated Not yet, but coming soon Background & Experience YES – User generated YES – User generated YES – User generated Favorites YES – User generated YES – User generated No Photo Album YES – User generated YES – User generated No Industry/Sector Data No YES – System generated YES – User generated Service Area /Line No YES – System generated YES – User generated Education & Work History YES – User generated YES – User generated YES – User generated Skills & Languages YES – User generated Languages only – System generated YES – User generated Tenure YES – User generated YES – System generated YES – User generated YES – Communities are user Community Memberships YES – User generated YES – User generated generated, Groups are system generated #e2conf30