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
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Backchannel on TwiAer
• Hashtag: #e2conf30
• Joan DiMicco: @joandimicco
• Peter Kim: @peterkim
• Jamie Pappas: @jamiepappas
• Patricia Romeo: @patriciaromeo
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How social networking is being used
Credit: h*p://www.wordle.net
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Dachis Corpora2on
• Peter Kim, Senior Partner
• @peterkim
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Dachis CorporaCon
• Founded 2008
• $50 million commitment from AusCn Ventures
• Focus on enterprise social soSware + services
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Social Business Design
Leveraged Outcomes
Emergent Outcomes
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IBM Beehive
• Joan DiMicco, Research ScienCst
• @joandimicco
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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
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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
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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
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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
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EMC | ONE
• Jamie Pappas, Manager Social Media Strategy
• @jamiepappas
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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
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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
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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
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EMC|ONE Stats
Registered Users & Unique Visitors
User Generated Content
(numbers are cumulaCve)
(numbers are point in Cme)
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DeloiWe D Street
• Patricia Romeo, D Street Leader
• @patriciaromeo
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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
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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
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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.”
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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
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Discussion
• Peter Kim, Dachis CorporaCon, @peterkim
• Joan DiMicco, IBM, @joandimicco
• Jamie Pappas, EMC, @jamiepappas
• Patricia Romeo, DeloiAe, @patriciaromeo
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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
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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
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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
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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
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Lessons Learned From
Internal Communi2es
Comparison of features and
funcConality
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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
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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
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