EMC Case Study - Jive Get Social Tour

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


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


Housekeeping • Hashtags and other Twitterati info

–  @JamiePappas –  #EMC –  @JiveSoftware –  #gst2010

Image courtesy of: http://www.inflectovita.com


About EMC •  Fortune 200 company •  44,000 employees globally •  $14B revenue in 2009 •  Tremendous transformation •  Formally embarked on our ‘Social

Journey’ in 2007


Jamie Pappas EMC Corporation

Jamie Pappas Sr. Manager, Social Media Strategy [email protected]

Find me online: www.jamiepappas.com


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


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

Image courtesy of: http://www.zazzle.com


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

Image courtesy of : http://www.homeschoolbytes.com


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

Image courtesy of: http://ibdinsurance.com


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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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


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


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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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


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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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

Image courtesy of: http://thesituationist.files.wordpress.com


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

Image courtesy: http://cdn.venturebeat.com


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

Image courtesy of: http://florence22.wordpress.com


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

Image courtesy of: http://sites.google.com/site/motivatedproject/_/rsrc/1235367737002/Home


…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


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

Image courtesy of: http://www.flickr.com/photos/lumaxart


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!


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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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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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

Technology

EMC Case Study - Jive Get Social Tour