emc case study - jive get social tour
TRANSCRIPT
1 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
A Peek into EMC’s Social Business Journey Jive Software Get Social Tour
Jamie Pappas Sr. Manager, Social Media Strategy
2 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
We’re here to Get Social!
About EMC, About Me EMC’s Social Business Journey Business Consideration and
Benefits EMC’s Social Media Presence Tips for your own social strategy
3 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Housekeeping • Hashtags and other Twitterati info
– @JamiePappas – #EMC – @JiveSoftware – #gst2010
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4 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
About EMC • Fortune 200 company • 44,000 employees globally • $14B revenue in 2009 • Tremendous transformation • Formally embarked on our ‘Social
Journey’ in 2007
5 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Jamie Pappas EMC Corporation
Jamie Pappas Sr. Manager, Social Media Strategy [email protected]
Find me online: www.jamiepappas.com
6 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
EMC’s Social Presence
EMC | ONE � Discussions/
collaboration/ feedback on all things EMC
� Discussions/feedback on latest EMC news and events
� Collaboration/work-in-progress collateral, presentations, events
� Employee blogs � Employee profiles for
networking � 16,000+ registered users � 10,000+ lurkers
EMC Community Network
� Customer/Partner support forums are here
� Discussions/collaboration/ feedback on EMC-related topics
� Discussions/feedback on latest EMC news and events, products
� User groups, advisory boards, professional networks
� Software development on EMC products
� 78,000+ registered users WW
� 150,000+ lurkers
EMC.com � Features EMC’s official
bloggers � Features a feed of blog
posts from the bloggers � Links and integrations to
EMC social sites � Links to the EMC
Community Network � Thought Leadership &
Innovation � Showcases EMC’s
employee talent and embracing of social media and social networking tools
Social Media Sites & Blogs
� Hundreds of EMC employees on Twitter, Facebook, LinkedIn and other social sites
� Employment Branding has leveraged social media to position EMC as an “Employer of Choice”
� Over 2M views on Blogs � Over 80K followers on
Twitter � Over 3K fans on
Facebook � Over 500K views on
YouTube
7 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
The Inside-Out Approach • Launched internal community first • Develop 2.0 proficiency across global
workforce • Identify gaps in knowledge to facilitate
further training and awareness efforts needed
• Learn in a trusted environment, from one another
• Crowdsource opportunities, use cases, best practices
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8 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Experimentation is Key • One size does not fit all • Value proposition and use cases will
vary from group-to-group • It’s important to tailor the message –
“What’s in it for the audience?” WIFA • Listen to the community of users –
they know how they need to use the tool
• Employees will find ways to collaborate whether or not you provide the tools
• Embracing new ways of working together
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9 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
We’re all in this together • Learn together, work together, play together • Crowdsource use cases, best practices, taxonomy, opportunities • Listen to the community of users • Encourage participation • Identify experts and advocates – leverage their influence and expertise
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10 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Organizational Evolution • Embracing change • Driving awareness
– Best practices – Etiquette – Training integration
• Enabling the business – Consulting – Playbooks – Goals & measurement – Fueling innovation
• Redefinining Business Processes – Open collaboration – Product launches – Press releases – Events
• Foundation for listening – Internally and externally
• Stepping back and examining the holistic landscape
– Opportunities for refinement, driving further awareness, capturing use cases, etc.
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11 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
The opportunities to engage are everywhere… • Sales & Marketing
– Product launches – Market / Competitive research – WOM / Sentiment analysis
• Customer Service & Support – Compliments and complaints – Listening systems – Metrics & KPIs
• Product Development & Innovation – Feedback and participation systems – Product Cycle inclusion – Product research & usability
• HR & Employee Enablement – Recruitment – Career development – Expertise location
12 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Why Social Collaboration or The Business Case • Enable employee collaboration on a global
scale • Explore the opportunities available through
the use of social media as an enterprise tool
• Provide employees a “voice” in the organization
• Break down organization and information silos, improving productivity and communications
• Connect people with people and real-time resources
• Develop E 2.0 proficiency across global workforce
• Start internally – work our way outside Image courtesy of: http://www.urbandigitalgroup.com
13 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Getting Buy-In • Define the goals • Anticipate possible objections • Determine the “key players” • Tap into executives that “get it” or have
shown an interest • Highlight realistic goals • Be honest with budgetary needs • Consider a “pilot” or “beta” rollout • Be open to feedback
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14 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Common Objections “This stuff is not for businesses.”
“Social collaboration is not work.”
“I don’t have time for this…”
“You expect us to pay our employees to socialize?”
“Great. One more tool to keep track of…”
“This is going to take way too much time to learn.”
“I don’t have anything to contribute.”
“My boss doesn’t support things like this.” Image courtesy of: http://www.bummertimes.com
15 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Dealing with the Critics • Anticipate possible objections • Acknowledge concerns • Engage in friendly dialogue • Respect critical feedback • Educate where ever possible • Accept that community is not for
everyone
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16 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
User Adoption • Identify 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 participation is normal, you must address it
• Let the community manage the community - Trust employees to do the right thing
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17 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Moderation • EMC’s “Blogging and Social Web
Guidelines” reinforce expected behaviors for professional conduct
• EMC utilizes a distributed moderation approach:
– For Communities: A staff of 2 Enterprise Community Managers moderate site-wide, and each of our communities and groups has a team of 3-5 people responsible for their activity
• For Social Media: – Content is not reviewed before it goes
live on any site – publishing is in real-time
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18 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Training and Education • Don’t underestimate the need for training
on these tools • Enterprise New Hire training – get in early • Integration into existing Manager and
Director training • Seek out opportunities to present value • Online training • Opt-in in-person training • Lunch-n-Learns • Podcasts/Webcasts • “Train the trainer” • Set expectations/guidelines for use
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19 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Benefits of Social Collaboration are Great… • “Corporate Memory” • Expertise location on a global scale • Reputation management • Provides employees with a “voice” • Listen to and learn from employees • Break down organization/information silos • Innovation and thought leadership • Connect people with people and
information • Personal and professional growth • Learn/adopt E 2.0 behaviors and
proficiencies • Cost savings/Green Business Leadership
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20 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
…But Don’t Just Take My Word for It… “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 time to post, but gains tremendous value from this fantastic glimpse into the breadth of EMC.”
Sales Manager “I cannot think of a time 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 Competitive Community. First place I go for information. Love that things get up there so quickly.”
Competitive 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
21 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Defining Success – Quality vs. Quantity Qualitative (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 activities?
– Could we work (as well) without it?
– Employee satisfaction
Quantitative (harder to define, but often the first thing asked for)
– Level of activity
– Popular content
– Registered user & lurker statistics
– Employee satisfaction surveys
– Employee retention rates
– Time searching for information
– Reducing duplicate efforts/ projects
– Number of friends/fans/followers
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22 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
EMC’s Social Rules of the Road � Represent the brand well. If you affiliate
with or talk about EMC - You represent the global brand.
� Complete your profile before engaging � Remember this is a public, searchable
forum – what you say lives forever � Focus on quality over quantity � Ask yourself – would you say this to your
manager or a customer? � Keep private conversations private � Be honest, respectful, and genuine � Give credit to others ideas � Do not engage in arguments or bashing
competitors � Become familiar with the Blogging and
Social Web Guidelines as well as other EMC Policies
� Questions – Ask in the Social Media Club on EMC|ONE!
23 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
What’s Next? • Continued Outreach
– Proactively identifying needs and aligning tools
– Lunch-n-Learns – Social Media Socials – Social Media Advisory Council
• Continue to Capture Use Cases • Contextual user experience • “Content in context” • Social collaboration is the norm • The content model inverted • The foundation of tomorrow
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24 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
EMC’s Key Ingredients • Executive sponsorship • Funding • Defined goals and purpose • Defined “rules of engagement” • Partnerships are key • IT, HR, Legal, PR, Business Units, etc • Group of passionate folks • Patience • A leap of faith
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25 © Copyright 2010 Jamie J. Pappas. All rights reserved. JPAPPAS JUNE 2010
Let’s Stay Connected!
Feel free to reach out to me at any time! Jamie Pappas Manager, Social Media Strategy [email protected] www.jamiepappas.com http://twitter.com/jamiepappas These slides will be available on SlideShare at http://www.slideshare.net/jamiepappas
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26 © Copyright 2010 Jamie J. Pappas. All rights reserved.
THANK YOU
JPAPPAS JUNE 2010