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SUCCESSFUL STRATEGIES TO


                                         SOCIALIZE
                                         YOUR INTRANET
                                                       CLAIRE FLANAGAN
                                                       CSC Director, Social Business
                                                           and Community Strategy


                                                          J BOYE : NOVEMBER 2011




@cflanagan
  © 2011 Computer Sciences Corporation    @cflanagan                 11/10/11 CSC Case Study 1
SOCIALIZE MY INTRANET?
© 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 2
“
By 2014, social  networking services will
replace e-mail as the primary vehicle for interpersonal
                                                                                                              “
communications for 20 percent of business users.




                                                                                       Gartner Predicts 2010
                                                   “Social Software Is an Enterprise Reality”, December 2009
                                                                                             http://bit.ly/gIthoV
    © 2011 Computer Sciences Corporation   @cflanagan                                  11/10/11 CSC Case Study 3
“ The baseline has shifted…no longer
  enough to provide sophisticated
  content management.
  Today’s intranet needs to have
  peer-to-peer engagement and
                                                                                       “
  multi-channel communications
  embedded at their very core.
                                                    “The intranet is dead. Long live the intranet.”
                                                                        The Next Web, July 2010
                                                                             http://tnw.co/eb4YhI

© 2011 Computer Sciences Corporation   @cflanagan                            11/10/11 CSC Case Study 4
What is Social Business?

© 2011 Computer Sciences Corporation        @cflanagan    11/10/11 CSC Case Study 5
Social Business Is Not . . .




  © 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 6
Social Business . . .

• Supports Business Goals
• Provides environments where members:
  – engage, create, organize and share
    information
  – find, connect and interact with others
• Supports teaming, communities and
  networking with value chain (employees,
  customers, partners, prospects, alumni, etc.)
                                            Gartner Magic Quadrant for Social Software in the Workplace", Gartner. 25 October 2010, ID:G00207256
                                                 Gartner Magic Quadrant for Externally Facing Social Software, Gartner. 5 July 2010, ID:G00201627

   © 2011 Computer Sciences Corporation   @cflanagan                                                          11/10/11 CSC Case Study 7
What’s Different?
Social Business Works the Way People Want to Work
From	
  Web	
  1.0	
                                         To	
  Social	
  Business	
  
Content	
  Centric	
                                              User-­‐Centric	
  
Informa.on	
  Push	
                                           Ac.vity	
  Streams
                                                                                	
  
1	
  Way	
  Content	
                                    Content	
  Engagement	
  
Intranet,	
  Portal	
                                                Community	
  

Explicit	
  Recruitment	
                                  WOM	
  Recruitment
                                                                            	
  
Content	
  Owners	
                                                Par.cipa.ve   	
  
Top	
  Down	
  	
                                               User	
  Generated	
  
Fixed	
  Taxonomy	
                                                    Emergent    	
  
Workflows	
                                                 	
  Transparent,	
  Open	
  
     © 2011 Computer Sciences Corporation   @cflanagan                  11/10/11 CSC Case Study 8
What are the Key Features?
                              Locate	
                         Co-­‐Create	
  &	
  
Use	
  Cases	
               Exper.se	
                        Collaborate	
                       Organize	
   Personalize	
  
                               Rich	
  Profiles
                                             	
            Wikis
                                                               	
               Videos
                                                                                     	
                Groups
                                                                                                            	
                 Dashboard	
  
                                   Avatars
                                         	
             Documents
                                                                	
               Ideas
                                                                                     	
            Communi<es
                                                                                                            	
                   Widgets
                                                                                                                                       	
  

Socialize	
                     Corporate	
             Discussions
                                                                  	
          Microblog	
           Structured	
                   Watch	
  
                                 Directory	
                               (Status	
  Update)
                                                                                            	
        Spaces	
  
People	
                                                   Blogs
                                                               	
                                                                  Follow	
  
                               Colleagues,	
                                     Liking	
              Projects
                                                                                                              	
  
&	
                             Friends	
  &	
              Polls
                                                                	
                                                                  Track	
  
                                                                                 Ra<ng	
           Personal	
  Docs
                                                                                                                  	
  
Content	
                      Connec<ons        	
     RSS	
  Feeds
                                                                   	
                                                           Subscribe	
  
                                 Exper<se	
                                       Tags
                                                                                     	
  
                                                          Ac<vity	
                                                                No<fy
                                                                                                                                       	
  
                                  Loca<on	
               Streams	
         Invite/No<fy	
  

                                 Search,	
  
Find	
                       Follow,	
  Watch	
  
                                                        Bookmarks	
             Folksonomy,	
  Tag	
  Clouds	
             Ac<vity	
  Streams	
  

Intelligence	
                    Analy<cs	
                   Sen<ment	
  Analysis	
                    Social	
  Media	
  Monitoring	
  

           © 2011 Computer Sciences Corporation                           @cflanagan                                     11/10/11 CSC Case Study 9
CSC: 50+ Years of Client Service Excellence


  A TRUE GLOBAL
                                          2,500 world-class customers — 90 countries — 94,000 employees
  DELIVERY MODEL

FORTUNE 150, “MOST
ADMIRED COMPANY"                                                                            CSC Locations
                                                                                       Other Client Engagements

 MISSION-CRITICAL
     DELIVERY
   EXCELLENCE

   SIX INDUSTRY
    VERTICALS


 $16.2 B BUSINESS
   SOLUTIONS &
     SERVICES




   © 2011 Computer Sciences Corporation                   @cflanagan                      11/10/11 CSC Case Study 10
COLLABORATION
                                              IS IN OUR DNA


                      Integrate                     Extend                      Evolve

 Early Intranet                                                                         C3 — Social
                                      Full Global
and Distributed                                               CSC Wiki                  Collaboration
                                        Portal
    Portals                                                                               Platform

            This	
  is	
  one	
  step	
  of	
  many	
  —	
  it’s	
  part	
  of	
  the	
  journey	
  


   © 2011 Computer Sciences Corporation                @cflanagan                             11/10/11 CSC Case Study 11
…YET STILL FACE
                                       BUSINESS
                                       PROBLEMS


                                       EXPERT, ASSET LOCATION
                                       NEW HIRE ONBOARDING
                                       INTELLECTUAL PROPERTY
                                       SILOS / INNOVATION BARRIERS
                                       THOUGHT LEADERSHIP

© 2011 Computer Sciences Corporation      @cflanagan      11/10/11 CSC Case Study 12
C3: Connect. Communicate. Collaborate.

Award-winning, enterprise-class, global social
collaboration where employees:
                                                                Internal Evangelist
•  Connect: Time zones, distance no longer barriers               of the Year Award
                                                                    November 2009

•  Communicate: Share their work, thoughts
•  Collaborate: Get work done with others

                                                         Community Adoption Award
                                                                     October 2009
                                                             Jive Champion Award
                                                                   September 2010




                                                               Finalist 2010




     © 2011 Computer Sciences Corporation   @cflanagan                11/10/11 CSC Case Study 13
C3 Adoption Best Practices                                                             Asia
                                                                                      Pacific
                                                                                           9%
Secret Weapons to Going Viral, Global                                                                 EMEA
                                                                                                            29%
                                                                                  North
                                                                                 America
                                                    Global	
  par.cipa.on	
  
                                                                                39%
                                                                                                 India
                                                                                           1%
                                                                                                      22%
                                                                                        Latin
                                                                                       America




100%	
  User	
  Adop.on	
  
	
  
                                             	
  
                                             	
  
                                             	
  
   Portal	
  shut-­‐down	
  Jan	
  ’11	
  
New	
  “normal”	
  4+M	
  ac.vi.es	
  
      © 2011 Computer Sciences Corporation          @cflanagan                              11/10/11 CSC Case Study 14
C3 Provides Business Value
                          Collapsed	
  .me,	
  distance	
  barriers	
  to	
  leverage	
  global	
  
                          exper.se	
  

                          Reduced	
  proposal	
  development	
  cycle	
  .me,	
  
                          customer	
  acquisi.on	
  costs	
  


                          Improved	
  exper.se	
  loca.on	
  and	
  engagement	
  


                          Improved	
  new	
  employee	
  onboarding	
  


                          Increased	
  broad	
  collabora.on	
  to	
  drive	
  process	
  
                          efficiencies	
  
  © 2011 Computer Sciences Corporation             @cflanagan                      11/10/11 CSC Case Study 15
C3 Wins Hearts and Minds
Becomes Part of Everyday Work

“Proud	
  to	
  be	
  CSC”	
  
“I	
  went	
  from	
  being	
  a	
  skep<c	
  to	
  a	
  convert.	
  It	
  just	
  makes	
  you	
  want	
  to	
  get	
  
involved!”	
  

“C3	
  is	
  just	
  what	
  we	
  need	
  to	
  start	
  leveraging	
  the	
  power	
  of	
  the	
  wider	
  
organiza<on.”	
  

“C3	
  will	
  transform	
  CSC	
  …	
  allows	
  us	
  to	
  overcome	
  silos.”	
  

“C3	
  is	
  the	
  de	
  facto	
  standard	
  for	
  how	
  we	
  collaborate.	
  It's	
  the	
  language	
  of	
  the	
  
company.”	
  	
  Lem	
  Lasher,	
  President,	
  CSC	
  GBS	
  


“It	
  is	
  a	
  key	
  tool	
  to	
  achieve	
  the	
  ‘One	
  CSC’	
  vision.”	
  	
  Leif	
  Ulstrup,	
  President,	
  CSC	
  FCP	
  

       © 2011 Computer Sciences Corporation                          @cflanagan                                       11/10/11 CSC Case Study 16
PLAN FOR
                                       ADOPTION



         You can’t plan to go viral. You can’t go viral if you don’t plan well.
© 2011 Computer Sciences Corporation       @cflanagan                     11/10/11 CSC Case Study 17
Adoption Principles
                                         DON’T                           DO
         Execu.ves	
  
         Taxonomy	
  
 Poli.cs/Culture	
  
   Fit	
  with	
  Other	
  
                  Tools	
  
      Deployment	
  

              Staffing	
  
             Content	
  
    Conversa.on	
  
  Speed	
  to	
  Users	
  
           You can’t plan to go viral. You can’t go viral if you don’t plan well.
  © 2011 Computer Sciences Corporation           @cflanagan                 11/10/11 CSC Case Study 18
Adoption Principles
                                                     DON’T                                            DO
                                                                                           Find	
  execu<ves	
  to	
  	
  
         Execu.ves	
                                 Overlook	
  
                                                                                             “walk	
  the	
  talk”	
  
         Taxonomy	
                  Reflect	
  organiza<on	
  chart	
                Allow	
  pa_erns	
  to	
  emerge	
  
 Poli.cs/Culture	
                                     Ignore	
                           Listen,	
  learn,	
  adapt	
  
   Fit	
  with	
  Other	
  
                                         Fail	
  to	
  provide	
  guidance	
           “What	
  do	
  I	
  use	
  when?”	
  
                  Tools	
  
      Deployment	
   “If	
  you	
  build	
  it,	
  they	
  will	
  come”	
                 Plan	
  for	
  adop<on	
  

                                                                                         Locate	
  advocates	
  
              Staffing	
                               Discount	
  
                                                                                     Staff	
  community	
  manager	
  
             Content	
                     Launch	
  a	
  blank	
  slate	
          Seed	
  use	
  cases,	
  groundswell	
  
    Conversa.on	
                        Think	
  just	
  work,	
  no	
  play	
         Provide	
  “watercooler”	
  
  Speed	
  to	
  Users	
                    Hold	
  for	
  perfec<on	
                 Pilot.	
  Frequent	
  releases	
  
           You can’t plan to go viral. You can’t go viral if you don’t plan well.
  © 2011 Computer Sciences Corporation                              @cflanagan                             11/10/11 CSC Case Study 19
Adoption Model

                                          1.	
  EXECUTIVES	
  




                                                                     2.	
  COMMUNITY	
  
             4.	
  EDUCATION	
  &	
  
                                                                            MGR	
  &	
  	
  
                    SUPPORT	
  
                                                                       ADVOCATES	
  




                                         3.	
  BUSINESS	
  USE	
  
                                                 CASES	
  

  © 2011 Computer Sciences Corporation              @cflanagan                          11/10/11 CSC Case Study 20
SECURE
                                       TOP DOWN
                                       SUPPORT


                                       1. EXECUTIVES
                                       AS ADVOCATES

© 2011 Computer Sciences Corporation    @cflanagan   11/10/11 CSC Case Study 21
2. STAFF
COMMUNITY
MANAGER



 © 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 22
2. Staff Community Manager

• Adoption Planner

• Advocate Leader

• Coach / Trainer

• Conversation Starter /
 Moderator

• Welcome Wagon

• Govern. Measure. Manage

   © 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 23
BUILD GROUNDSWELL

                                       2. ENGAGE
                                       ADVOCATES




© 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 24
2. Advocates: What Do They Do?

                       1.	
  Share	
  Community	
  Work

                        2.	
  Story	
  Teller	
  (WOM)	
  

                        3.	
  Provide	
  Member	
  Support	
  

                        3.	
  Prune	
  /	
  Curate	
  

                        5.	
  Provide	
  Trusted	
  Feedback	
  
  © 2011 Computer Sciences Corporation       @cflanagan       11/10/11 CSC Case Study 25
3. BUILD BUSINESS
                                       USE CASES




© 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 26
3. Build Business Use Cases
• New product development
• Innovation
• New business & customer
  support
• Peer support
• Career development
• Communities of Practice
  and Interest
• Executive communications
  & strategy alignment

   © 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 27
“              People work better together
                          when they
                                                                                      “
          know each other
                                       on a personal level.




                                                        h_p://knowledge.wpcarey.asu.edu/ar<cle.cfm?ar<cleid=1653	
  
© 2011 Computer Sciences Corporation          @cflanagan                                 11/10/11 CSC Case Study 28
4. USER EDUCATION
                                       AND SUPPORT




© 2011 Computer Sciences Corporation    @cflanagan   11/10/11 CSC Case Study 29
4. Education: Business & Tool Skills




                Founda.on	
  




  © 2011 Computer Sciences Corporation   @cflanagan   11/10/11 CSC Case Study 30
CSC Social Business Footprint
Innovation Through a Well-Crafted Ecosystem

WikonnecT	
                                                                  csc.com	
  
(Sept	
  2008)	
                                                   Community.csc.com	
  	
  
Exclusive	
                                                                             (June	
  2010)	
  
Access	
                                                                     Social	
  Media	
  
(Fall	
  2011)	
  

                                               3

                                                   CSC.com
                                               C




C3	
  Employee	
  
(May	
  2009)	
  
                                                                        InTouch	
  
                                                                        (Summer	
  2010)	
  

        © 2011 Computer Sciences Corporation          @cflanagan              11/10/11 CSC Case Study 31
CSC Social Business Journey
May                  Sept                 Jan                May             Sept                Jan            May
2009                 2009                 2010               2010            2010                2011           2011



            July               Nov                 March             July            Nov                March             July
            2009               2009                2010              2010            2010               2011              2011


                   Social Media

 C3 Pilot                Launch

                                                     SSO                                Portal                     CSC
                            C3 Production            Video
                                                                                        Shut-
                                                                                        Down                       Find


                                                                                                                  Renew &
                                                                    Community.csc.com Pilot                        Extend



Customer/Partner Private (WikonnecT: Financial Services)

                                                                       Launch                                               InTouch
   Employee Community
   Public
   Alumni
                                                                                                            Customer/Partner
  Customer/Partner Exclusive
                                                                                                            (extend)
  Social Media

            © 2011 Computer Sciences Corporation                        @cflanagan                                11/10/11 CSC Case Study 32
If You Plan Well, They Will Come!

1.  Be Credible
  –  Do your homework
  –  Know the industry
  –  Know your company strategy, culture
2.  Engage Sponsors
  –  Talk executive
  –  Build partnerships with stakeholders
3.  Move Quickly
  –  Speed to users (pilot, frequent releases)
4.  Plan for Adoption
  –  Select the right tool, plan for scale, make the best first impression
  –  Locate advocates to go wide, global
  –  Think top down, bottom up, sideways
  –  Seed use cases; don’t forget the Watercooler
5.  Be Ready to Adapt

    © 2011 Computer Sciences Corporation    @cflanagan                   11/10/11 CSC Case Study 33
Claire	
  Flanagan	
  
                                 	
  
                                 Director,	
  KM	
  and	
  Enterprise	
  Social	
  Business,	
  Communi<es	
  Strategy	
  
                                 CSC	
  Office	
  of	
  Innova<on	
  
                                 Linked	
  In:	
  h_p://www.linkedin.com/in/cflanagan	
  
                                 Twiher:	
  cflanagan	
  
                                 	
  


    CSC                                CSCNews                                  CSC                           CSCNews
© 2011 Computer Sciences Corporation                        @cflanagan                                    11/10/11 CSC Case Study 34

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CSC Case Study: Socializing Your Intranet? Secrets to Success

  • 1. SUCCESSFUL STRATEGIES TO SOCIALIZE YOUR INTRANET CLAIRE FLANAGAN CSC Director, Social Business and Community Strategy J BOYE : NOVEMBER 2011 @cflanagan © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 1
  • 2. SOCIALIZE MY INTRANET? © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 2
  • 3. “ By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal “ communications for 20 percent of business users. Gartner Predicts 2010 “Social Software Is an Enterprise Reality”, December 2009 http://bit.ly/gIthoV © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 3
  • 4. “ The baseline has shifted…no longer enough to provide sophisticated content management. Today’s intranet needs to have peer-to-peer engagement and “ multi-channel communications embedded at their very core. “The intranet is dead. Long live the intranet.” The Next Web, July 2010 http://tnw.co/eb4YhI © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 4
  • 5. What is Social Business? © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 5
  • 6. Social Business Is Not . . . © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 6
  • 7. Social Business . . . • Supports Business Goals • Provides environments where members: – engage, create, organize and share information – find, connect and interact with others • Supports teaming, communities and networking with value chain (employees, customers, partners, prospects, alumni, etc.) Gartner Magic Quadrant for Social Software in the Workplace", Gartner. 25 October 2010, ID:G00207256 Gartner Magic Quadrant for Externally Facing Social Software, Gartner. 5 July 2010, ID:G00201627 © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 7
  • 8. What’s Different? Social Business Works the Way People Want to Work From  Web  1.0   To  Social  Business   Content  Centric   User-­‐Centric   Informa.on  Push   Ac.vity  Streams   1  Way  Content   Content  Engagement   Intranet,  Portal   Community   Explicit  Recruitment   WOM  Recruitment   Content  Owners   Par.cipa.ve   Top  Down     User  Generated   Fixed  Taxonomy   Emergent   Workflows    Transparent,  Open   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 8
  • 9. What are the Key Features? Locate   Co-­‐Create  &   Use  Cases   Exper.se   Collaborate   Organize   Personalize   Rich  Profiles   Wikis   Videos   Groups   Dashboard   Avatars   Documents   Ideas   Communi<es   Widgets   Socialize   Corporate   Discussions   Microblog   Structured   Watch   Directory   (Status  Update)   Spaces   People   Blogs   Follow   Colleagues,   Liking   Projects   &   Friends  &   Polls   Track   Ra<ng   Personal  Docs   Content   Connec<ons   RSS  Feeds   Subscribe   Exper<se   Tags   Ac<vity   No<fy   Loca<on   Streams   Invite/No<fy   Search,   Find   Follow,  Watch   Bookmarks   Folksonomy,  Tag  Clouds   Ac<vity  Streams   Intelligence   Analy<cs   Sen<ment  Analysis   Social  Media  Monitoring   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 9
  • 10. CSC: 50+ Years of Client Service Excellence A TRUE GLOBAL 2,500 world-class customers — 90 countries — 94,000 employees DELIVERY MODEL FORTUNE 150, “MOST ADMIRED COMPANY" CSC Locations Other Client Engagements MISSION-CRITICAL DELIVERY EXCELLENCE SIX INDUSTRY VERTICALS $16.2 B BUSINESS SOLUTIONS & SERVICES © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 10
  • 11. COLLABORATION IS IN OUR DNA Integrate Extend Evolve Early Intranet C3 — Social Full Global and Distributed CSC Wiki Collaboration Portal Portals Platform This  is  one  step  of  many  —  it’s  part  of  the  journey   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 11
  • 12. …YET STILL FACE BUSINESS PROBLEMS EXPERT, ASSET LOCATION NEW HIRE ONBOARDING INTELLECTUAL PROPERTY SILOS / INNOVATION BARRIERS THOUGHT LEADERSHIP © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 12
  • 13. C3: Connect. Communicate. Collaborate. Award-winning, enterprise-class, global social collaboration where employees: Internal Evangelist •  Connect: Time zones, distance no longer barriers of the Year Award November 2009 •  Communicate: Share their work, thoughts •  Collaborate: Get work done with others Community Adoption Award October 2009 Jive Champion Award September 2010 Finalist 2010 © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 13
  • 14. C3 Adoption Best Practices Asia Pacific 9% Secret Weapons to Going Viral, Global EMEA 29% North America Global  par.cipa.on   39% India 1% 22% Latin America 100%  User  Adop.on           Portal  shut-­‐down  Jan  ’11   New  “normal”  4+M  ac.vi.es   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 14
  • 15. C3 Provides Business Value Collapsed  .me,  distance  barriers  to  leverage  global   exper.se   Reduced  proposal  development  cycle  .me,   customer  acquisi.on  costs   Improved  exper.se  loca.on  and  engagement   Improved  new  employee  onboarding   Increased  broad  collabora.on  to  drive  process   efficiencies   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 15
  • 16. C3 Wins Hearts and Minds Becomes Part of Everyday Work “Proud  to  be  CSC”   “I  went  from  being  a  skep<c  to  a  convert.  It  just  makes  you  want  to  get   involved!”   “C3  is  just  what  we  need  to  start  leveraging  the  power  of  the  wider   organiza<on.”   “C3  will  transform  CSC  …  allows  us  to  overcome  silos.”   “C3  is  the  de  facto  standard  for  how  we  collaborate.  It's  the  language  of  the   company.”    Lem  Lasher,  President,  CSC  GBS   “It  is  a  key  tool  to  achieve  the  ‘One  CSC’  vision.”    Leif  Ulstrup,  President,  CSC  FCP   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 16
  • 17. PLAN FOR ADOPTION You can’t plan to go viral. You can’t go viral if you don’t plan well. © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 17
  • 18. Adoption Principles DON’T DO Execu.ves   Taxonomy   Poli.cs/Culture   Fit  with  Other   Tools   Deployment   Staffing   Content   Conversa.on   Speed  to  Users   You can’t plan to go viral. You can’t go viral if you don’t plan well. © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 18
  • 19. Adoption Principles DON’T DO Find  execu<ves  to     Execu.ves   Overlook   “walk  the  talk”   Taxonomy   Reflect  organiza<on  chart   Allow  pa_erns  to  emerge   Poli.cs/Culture   Ignore   Listen,  learn,  adapt   Fit  with  Other   Fail  to  provide  guidance   “What  do  I  use  when?”   Tools   Deployment   “If  you  build  it,  they  will  come”   Plan  for  adop<on   Locate  advocates   Staffing   Discount   Staff  community  manager   Content   Launch  a  blank  slate   Seed  use  cases,  groundswell   Conversa.on   Think  just  work,  no  play   Provide  “watercooler”   Speed  to  Users   Hold  for  perfec<on   Pilot.  Frequent  releases   You can’t plan to go viral. You can’t go viral if you don’t plan well. © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 19
  • 20. Adoption Model 1.  EXECUTIVES   2.  COMMUNITY   4.  EDUCATION  &   MGR  &     SUPPORT   ADVOCATES   3.  BUSINESS  USE   CASES   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 20
  • 21. SECURE TOP DOWN SUPPORT 1. EXECUTIVES AS ADVOCATES © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 21
  • 22. 2. STAFF COMMUNITY MANAGER © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 22
  • 23. 2. Staff Community Manager • Adoption Planner • Advocate Leader • Coach / Trainer • Conversation Starter / Moderator • Welcome Wagon • Govern. Measure. Manage © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 23
  • 24. BUILD GROUNDSWELL 2. ENGAGE ADVOCATES © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 24
  • 25. 2. Advocates: What Do They Do? 1.  Share  Community  Work 2.  Story  Teller  (WOM)   3.  Provide  Member  Support   3.  Prune  /  Curate   5.  Provide  Trusted  Feedback   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 25
  • 26. 3. BUILD BUSINESS USE CASES © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 26
  • 27. 3. Build Business Use Cases • New product development • Innovation • New business & customer support • Peer support • Career development • Communities of Practice and Interest • Executive communications & strategy alignment © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 27
  • 28. People work better together when they “ know each other on a personal level. h_p://knowledge.wpcarey.asu.edu/ar<cle.cfm?ar<cleid=1653   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 28
  • 29. 4. USER EDUCATION AND SUPPORT © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 29
  • 30. 4. Education: Business & Tool Skills Founda.on   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 30
  • 31. CSC Social Business Footprint Innovation Through a Well-Crafted Ecosystem WikonnecT   csc.com   (Sept  2008)   Community.csc.com     Exclusive   (June  2010)   Access   Social  Media   (Fall  2011)   3 CSC.com C C3  Employee   (May  2009)   InTouch   (Summer  2010)   © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 31
  • 32. CSC Social Business Journey May Sept Jan May Sept Jan May 2009 2009 2010 2010 2010 2011 2011 July Nov March July Nov March July 2009 2009 2010 2010 2010 2011 2011 Social Media C3 Pilot Launch SSO Portal CSC C3 Production Video Shut- Down Find Renew & Community.csc.com Pilot Extend Customer/Partner Private (WikonnecT: Financial Services) Launch InTouch Employee Community Public Alumni Customer/Partner Customer/Partner Exclusive (extend) Social Media © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 32
  • 33. If You Plan Well, They Will Come! 1.  Be Credible –  Do your homework –  Know the industry –  Know your company strategy, culture 2.  Engage Sponsors –  Talk executive –  Build partnerships with stakeholders 3.  Move Quickly –  Speed to users (pilot, frequent releases) 4.  Plan for Adoption –  Select the right tool, plan for scale, make the best first impression –  Locate advocates to go wide, global –  Think top down, bottom up, sideways –  Seed use cases; don’t forget the Watercooler 5.  Be Ready to Adapt © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 33
  • 34. Claire  Flanagan     Director,  KM  and  Enterprise  Social  Business,  Communi<es  Strategy   CSC  Office  of  Innova<on   Linked  In:  h_p://www.linkedin.com/in/cflanagan   Twiher:  cflanagan     CSC CSCNews CSC CSCNews © 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 34