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

Case Study: EMC
EMC|ONE our Online Network of EMCers
Jamie Pappas
Manager, Social Media Strategy @ EMC Corporation

This webinar is sponsored by:

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

Housekeeping Case Study

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

Webinar Series Case Study

 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


Jamie Pappas
EMC Corporation Case Study

Jamie Pappas
Manager, Social Media Strategy
42 South Street
Hopkinton, MA 01748
Find me online:
www.jamiepappas.com
JamiePappas
JamiePappas
JamiePappas
JamiePappas423

“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


Agenda Case Study

 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?


EMC|ONE At-a-Glance Case Study

 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


Tools and Milestones Case Study

 Discussions  User customized home page
 Wikis  User generated communities
 Blogs  Customizable community home page
 Rich media embedding  Advanced search
 Robust user profiles/expertise locator  Private messaging
 Status Updates  Follow people or content
– Email notifications
 “Friending”
– RSS feeds
July Sept Oct Nov Dec Feb May Sept Dec Jan April May Nov Dec
2007 2007 2007 2007 2007 2008 2008 2008 2008 2009 2009 2009 2009 2009

Alpha Beta 1,000 Production Release 5,000 Release Dev/Test Release 10,000 Multi-node 12,500 Release 15,000
Phase Phase Registered Phase 1.8 Registered 1.10.6 Env’s 2.5.3 Registered Env. Registered 2.5.12 Registered
Release Release Users Users dedicated Users Users Users
1.4 1.6
Business
Critical
Status


Why EMC|ONE? or
The Business Case 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


Getting Buy-In 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


Dealing with the Critics 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


User Adoption 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

Moderation Process 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

Creating Communities 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


Training and Education 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

Benefits of EMC|ONE
are Great… 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


…But Don’t Just Take My
Word for It… 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


Defining Success Case Study
25,000
Registered Users &
Quality vs. Quantity 20,000
Unique Visitors
(numbers are cumulative)

 Qualitative (more apparent, but doesn’t 15,000
always carry as much weight) Registered
– User engagement 10,000 Unique
– Community feedback/anecdotal stories 5,000
– Do they miss it when it’s not available?
– Is this a part of “everyday” business activities? 0

–

07

08

08

09

09
Could we work (as well) without it?

Q4

Q2

Q4

Q2

Q4
– Employee satisfaction
4,000
User Generated
 Quantitative (harder to define, but often 3,500 Content
the first thing asked for)
(numbers are
point in time)
3,000
– Level of activity site-wide 2,500
– Popular content 2,000 Wikis
Discussions
– Registered user & lurker statistics 1,500
Blog Posts
– Employee satisfaction surveys 1,000

– Employee retention rates 500

– Time searching for information 0

– Reducing duplicate efforts/projects

09
07

08

08

09
Q4

Q2

Q4

Q2

Q4

EMC’s Key Ingredients 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


What’s Next? 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


Questions? Feedback? Case Study

Feel free to reach out to me at any time!

Jamie Pappas
Manager, Social Media Strategy
pappas_jamie@emc.com
www.jamiepappas.com
http://twitter.com/jamiepappas


Webinar Series Case Study

 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

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

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