EMC Enterprise 2.0 Case Study Webinar for The 2.0 Adoption Council & Newsgator

© Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved.

Jamie PappasManager, Social Media Strategy @ EMC Corporation

Case Study: EMCEMC|ONE our Online Network of EMCers

This webinar is sponsored by:

2© Copyright 2010 2.0 Adoption Council & EMC Corp. All rights reserved.

Case StudyHousekeeping

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Case StudyWebinar Series

NewsGator is sponsoring a 4-week webinar series exploring adoption strategies and tactics from representative members.

– January 28th Webinar #1: Social Computing Adoption in the Enterprise "the Before" - learn how to best develop the business case, gain buy-in, select technology and establish the team

– February 4th Webinar #2: Social Computing Adoption in the Enterprise "the After" – gather best practices on implementation, policy formation, training, and community management

– February 11th Webinar #3: EMC Enterprise 2.0 Case Study– February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study


Case StudyJamie PappasEMC Corporation

Jamie PappasManager, Social Media Strategy42 South StreetHopkinton, MA 01748

Find me online:

www.jamiepappas.com

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“I’m proud to be a member of The 2.0 Adoption Council because it provides me with an opportunity to connect with and have meaningful conversation with peers from all over the world facing the same challenges that I am on a daily basis. I’m able to tap into the Council at a moment’s notice, and ask for opinions, experience and assistance with a wide variety of topics and receive practical advice from my peers. I’m also able to share my own experiences in the hopes that they’ll help others along their own journey. I’m honored to be a part of the Council and the experience it provides.” ~ Jamie Pappas, EMC Corporation


Case StudyAgenda

EMC|ONE At-a-Glance

Tools and Milestones

Why EMC|ONE?

Getting Buy-In

Dealing with the Critics

User Adoption

Moderation Process

Training and Education

Benefits

Defining Success

What’s Next?


Case StudyEMC|ONE At-a-Glance

Live for 28 months now

15,000 Registered Users WW

27,000 unique visitors / month

As many as 4.6 Million page views / month

150,000 Average page views / day

160 Active Communities

110 Active Groups

Built on Jive Software’s Clearspace / Social Business Software platform

Hosted internally behind our firewall by EMC


Case StudyTools and Milestones

Discussions

Wikis

Blogs

Rich media embedding

Robust user profiles/expertise locator

Status Updates

“Friending”

July 2007

Sept 2007

Oct 2007

Nov2007

Dec 2007

Feb 2008

May2008

Sept2008

Dec2008

Jan2009

April 2009

May 2009

Nov2009

Dec 2009

Alpha Phase

Release 1.4

Beta Phase

Release 1.6

1,000Registered

Users

Production Phase

Release1.8

5,000Registered

Users

Release1.10.6

Dev/Test Env’s

dedicated

Release 2.5.3

10,000 Registered

Users

Business Critical Status

Multi-nodeEnv.

12,500 Registered

Users

Release 2.5.12

15,000 Registered

Users

User customized home page

User generated communities

Customizable community home page

Advanced search

Private messaging

Follow people or content– Email notifications– RSS feeds


Case Study

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

Why EMC|ONE? orThe Business Case


Case Study

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

Getting Buy-In


Case Study

Anticipate possible objections

Acknowledge concerns

Engage in friendly dialogue

Respect critical feedback

Educate where ever possible

Accept that community is not for everyone

Dealing with the Critics


Case Study

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

User Adoption


Case Study

EMC’s “Blogging and Social Web Guidelines” as well as the “EMC|ONE Community Guidelines” reinforce expected behaviors for professional conduct

EMC utilizes a distributed moderation approach: 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

Content is not reviewed before it goes live on the site – publishing is in real-time

Links to “Community Guidelines” and “Report Abuse” are in the footer of every page

Moderation Process


Case Study

Simple proposal process in place for creating communities/groups

– Proposal is posted publicly on EMC|ONE

– Proposal idea is crowd-sourced– Must have a team of 3-5 committed

community manager

Expectation for keeping community active is set

– Communities are archived after 3 months of inactivity

Expectation for following EMC policies and EMC|ONE Community Guidelines is set

Creating Communities


Case Study

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

Training and Education


Case Study

“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

Benefits of EMC|ONE are Great…


Case Study

“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

…But Don’t Just Take My Word for It…


Case Study

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 site-wide– Popular content– Registered user & lurker statistics– Employee satisfaction surveys– Employee retention rates– Time searching for information– Reducing duplicate efforts/projects

Defining SuccessRegistered Users &

Unique Visitors(numbers are cumulative)

0

5,000

10,000

15,000

20,000

25,000

Q407Q208

Q408Q209

Q409

RegisteredUnique

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Q407Q208

Q408Q209

Q409

WikisDiscussionsBlog Posts

User Generated Content

(numbers are point in time)


Case Study

Executive sponsorship

Funding

Defined goals/purpose

Defined “rules of engagement”

Partnerships are key – IT, HR, Legal, PR, Business Units, etc

Group of passionate folks

Patience

Perhaps a leap of faith

EMC’s Key Ingredients


Case Study

Continued Outreach– Proactively identifying needs and aligning tools– Lunch-n-Learns

Continue to Capture Use Cases– The more dynamic the library of documented

use cases, the better chance of it resonating with more users

Upgrade to SBS 4.x– Internal video– Personal Documents– Personal Bookmarks– Mobile Support– More robust email integrations

What’s Next?


Case StudyQuestions? Feedback?

Feel free to reach out to me at any time!

Jamie PappasManager, Social Media [email protected] http://twitter.com/jamiepappas

mailto:[email protected]

http://www.jamiepappas.com/

http://twitter.com/jamiepappas


Case StudyWebinar Series

NewsGator is sponsoring a 4-week webinar series exploring adoption strategies and tactics from representative members.

– January 28th Webinar #1: Social Computing Adoption in the Enterprise "the Before" - learn how to best develop the business case, gain buy-in, select technology and establish the team

– February 4th Webinar #2: Social Computing Adoption in the Enterprise "the After" – gather best practices on implementation, policy formation, training, and community management

– February 11th Webinar #3: EMC Enterprise 2.0 Case Study– February 18th Webinar #4: Raytheon Enterprise 2.0 Case Study

Engage. Evangelize. Empower. www.20adoptioncouncil.com

http://www.20adoptioncouncil.com/

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EMC Enterprise 2.0 Case Study Webinar for The 2.0 Adoption Council & Newsgator