community introduction & smes

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October 21, 2009

McAfee Community

Advocate Engagement and Training

April Jacobs

Global Online Services

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October 21, 2009McAfee Community Advocate Engagement and Training2 Confidential McAfee Internal Use Only

Community Strategy

Our strategy is to understand what services our competitors and the worlds most admired companiesprovide and leapfrog them by doing it better. This is a key objective as we build a new online supportcommunity for McAfee.

McAfee will launch a new support community, with main areas forBusiness users, Home and HomeOffice users, and Security Awareness. Each of these spaces will have its own structure and adifferentiated design.

We are scheduled to launch the week ofNovember 2nd .

The McAfee Support community will offer a differentiated customer experience which will increasesatisfaction, loyalty, and self-service, while decreasing overall call volume and support costs.

The new community will fostercollaboration and idea sharing among our customers throughdiscussions, blogs, wikis and documents, user groups, profiles, and community polling.

McAfee has partnered with Jive Software, a leader in social business software to develop and host ournew community. The community will run on Jives Social Business Software platform (SBS). For moreabout Jive, see http://www.jivesoftware.com.

Sharing information among peers is an increasing preference for our customers and an integral part ofour social media strategy. The new support community will enable us to evolve beyond traditionalphone and email based services and focus more on collaboration with our customers throughdiscussions, blogs, wikis, user groups and community polling. The community will tie into our socialmedia presence elsewhere on the web where customer activity is increasing, and provide a hub withthe tools to make conversations easier.

Barry McPherson

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Community Key Objectives / Benefits

Delight the customer

Become the "Place to go" Increase customer satisfaction

Take market share from ourcompetition

Increase customer loyalty Learn from the experts and community

Community feedback influencesproduct and portfolio direction

Maximize customer self-help solutions Knowledge sharing among peers

Enhance online customer solutions Support sites, MVT, Knowledgebase,

Tutorials, Threat Center Product and industry training

Increase loyalty and participation ofSuper-Users and Volunteers

Take Super-Users" away from ourcompetition

Increase McAfee employee job

satisfaction Empower technicians to have positive

interactions with customers

Increase sales through personalized

services

Technology and security education

Increase KnowledgeBase content

creation

Technicians share knowledge with

community customers

Customer solutions and training fed into

KB

Effectively mine data through robust

analytics and customer feedback

Top Issue Reporting / Customer

Feedback mechanisms

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Community Landing Page (Segmentation)

Preliminary Mockup

community.mcafee.com

Where customerswill self-identify

and choose their

community

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CommunityCorporate Homepage

Preliminary Mockup

community.mcafee.com/

business

Where Corporate

customers will go

Linked from

ServicePortal and

Enterprise Support

main page

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CommunityConsumer Homepage

Preliminary Mockup

community.mcafee.com/

home

Where Consumer

customers will go

Linked from Home

and Home Office

Service & Support

site

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What are Community Advocates?

Advocates are key to the adoption strategy, serving a number of important

functions. The advocate roles are: Community Leaders = Business Owners Mentors = Moderators SMEs = Content Contributors

Advocate levels are cascading;

Leaders can also be Mentors and SMEs Mentors can also be SMEs

What does an advocate do? Become an expert in the community. Populate the community with examples of how the platform can be

used. Help peers learn by example. Provide training and evangelize the platform to other users. Spread the word about the community within your network.

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Community Leaders

These are the business owners of their respective communities -- the

champions in charge ofguiding the moderators and ensuring the communityis structured and configured properly.

The Community Manager can also fill the roles ofMentorand SME.

Time Commitment: Medium 25% first month, 10% later.

This role can be shared among multiple resources, reducing the timecommitment.

Activities: Champion and advocate for the community within McAfee Contribute or coordinate blog posts, wikis or docs, user polls Monitorprivate area to partner and communicate with the moderators Invite peers and SMEs to participate Participate in pilot UAT environment leading up to launch Partner with Community Manager on space layout / widget configuration,

hierarchy, content mapping, community guidelines, etc.

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McAfee Mentors

McAfee Mentors are the content moderators who answer questions andenforces the Terms of Service by determining the best course of action for

issues such as improper orprohibited messages, off-topic discussions, etc.

The Mentor can also fill the role ofSME.

Time Commitment: Medium - 25% first month, 10% laterThis role can be shared by multiple resources, reducing the time commitment.

Activities: Provide guidance tonovice users and train people how to use the community Be familiar with the guidelines, range of acceptable material, topics, and culture Monitor the community forunanswered questions, violations, and abuse reports Remove inappropriate posts or content, and lock, move, or branch discussion

threads if necessary Point customers to properservice request and resolution procedures Point members to external support sites when appropriate Partner with volunteer moderators (non-McAfee) Utilize private area to advise on emerging issues or solicit help with unanswered

questions Participate and moderate anywhere in the community if possible

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Subject Matter Experts (SMEs) / Content Contributors

Time Commitment: Low: 1-2 hrs weekly / contributing: 4 hrs monthly

Subject Matter Experts help to serve as founding core members of your community.

They are able to create engaging content for community consumption and can weigh in

on top issues that are raised in the community.

SMEs should subscribe to their product community (or discussion threads) so

information can be provided in a timely manner, and post new threads or blogs toannounce changes or discoveries in the areas of expertise.

May also be Mentorand Leaderresources.

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Advocate Incentives

The most common type of incentive that an advocate receives is the intrinsic reward of

promoting something they believe in, as well as increased worldwide visibility within thenetwork. However, recognizing advocate with other types of rewards can also be helpful.

Management recognition effective advocates are recognized by senior leadersor thanked by email for their support of the community

Quarterly MBOs for advocates who help customers in the community, promotethe community, and train their peers, etc.

Networking - Advocates will have a great opportunity to expand their network andbe recognized as a leader in social media among their peers.

Exclusivity - Private areas and social groups within the community forcollaboration with other advocates

Advocate badges - Advocates will receive special status in the community with adifferent title and icon next to their name to identify and recognize their contribution

Email signatures should be updated for community advocates adding theircommunity title to their signature file with URLs

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Attributes of Successful Advocates

Enthusiasm Want to be involved in the community Think there are better ways to do things than current approaches Be happy to try new things Put in time and energy now for the potential of worthwhile results later Actively suggest and try new ideas to make the pilot work better

Roles and Functions An existing team leader/ champion who is respected and energetic Work overmultiple locations or are frequently remote Staff who already work on multiple projects / functions

Skills Aptitude in learning and using new technologies Good communicators, including the ability to write well Have already used similarweb 2.0 tools (iGoogle, etc)

Personality Think in terms ofpossibilities rather than problems

Doesnt settle for the status quo Critical ofcurrent business processes while having alternativeideas to propose

Network Social and outgoing Boundary spanners, communicating frequently with people outside their core team or network Credible and respected in the organization Fairly long term employees (or existing community members)

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User Bar, Content types, Widgets

Content Types Discussions, Documents, and Blogs

Each content type has a different icon The content types allowed within a community are determined by the

Community Leader

Widgets Modules for viewing content and

interacting within the community Customizable by Leaders and Admins

Example widgets at left

User Bar Create new content, view your content, revisit recently accessed content, browse groups and

people, and search the community

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Question threads

Question Threads

The author designates whether their

original post is a question

Author chooses a reply as the correct

answer, or multiple replies as helpful

answers

Question threads have a different icon

than regular threads.

Users get points for providing

answers

The thread icon changes when a

thread is marked as answered.

Unanswered question threads can be

monitored through an RSS feed

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Status Levels, Content Tags

Content Tags and Tag Clouds Tags are keywords assigned to any type of content

(discussions, blogs, documents, groups, profiles, bookmarks)

Tag clouds help users discover relevant content

Status & Reputation Levels

Special icons and titles (badges) for CommunityAdvocates

Users get points for creating content and

helping others in the community

Title and icon changes as reputation level

increases

Master

Veteran

Champion

Beginner

Newcomer

Bookmarks Access important content quickly

References frequently used content

Tag your bookmarks as desired

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User Profiles

Profile Pages

On the left: Member Details &Photo, Stats, Recent Activity

On the right: Actions (editprofile, upload photo, etc)Personal Blog, PrivateMessages, Members Tags,Similar People

Profile Tabs Your Stuff- View & filter your

content and bookmarks

Friends - Manage friends andview their activity

Email Notifications - Turn offemail content subscriptions

Private Messages - Interactprivately with other communitymembers

Moderation - Moderators seethis tab when abuse reportsare in queue

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Groups OverviewGroups

Groups are another way for usersto interact with other communitymembers

Groups are accessed through theBrowse dropdown in the user bar.

Structure is flat as opposed tohierarchical in a community; i.e.you can browse groups but notdrill down into sub-groups

Best forvertical markets(Healthcare, Banking, etc) orpeople who share an interest

Anyone can create a group andinvite people to join

Group members are visible on theMembers tab

Groups are customized andmanaged by their creators withinthe community as opposed toAdmin Console

A groups permission can be opento all, hidden, and "by invitationonly.

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Blogs Overview

Blogs

Four types of blogs:Personal, System,Community, and Group

Personal blogs aretied to members profilepages

System blogs are atthe root level

Community leadersdetermine who blogsfor their respectivecommunity

All Group memberscan blog in their group

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Your View Tab Accessed ONLY from

main page atcommunity.mcafee.com

Personalize yourexperience -- see onlythe content you want tosee in one place

See recent content inyour followed

communities

Quickly access groupsyou are a member of

See activity for all ofyour friends in one place

Watch tags and users

Enter status updates,see others statusupdates

Change page layout

Drag & drop, and thenedit your widgets

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FAQ

Advocates must read and agree to the Employee Participation Guidelines (coming soon), as well

as the Community Guidelines (posted in the community) and Terms of Service (upon registration) After go-live, you will need to register again at community.mcafee.com.

Community is meant to be peer-based support, not an avenue for free tech support. You have no

SLAs. Employees provide thought leadership and best practices for using McAfee technology.

Provide insight on product design orfunctionality, or answer questions that are not break / fix

scenario.

Community can be accessed outside of COE. Will not behind McAfee firewall. No VPN.

Pilot UAT environment is a work in progress Existing content in pilot UAT environment was imported from vBulletin.

User names should match yourNT domain user name (ajacobs) and McAfee email address to

bridge with upcoming employee community.

Employee community coming soon, Q1, which will allow better collaboration internally.

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Next Steps

1. Go to: http://mcafee-ext.uat3.hosted.jivesoftware.com/create-account.jspa.

2. Create an account.

3. Edit your profile, upload a picture.

4. Send Friend Request to April:

http://mcafee-ext.uat3.hosted.jivesoftware.com/people/ajacobs2.

5. Review Community Guidelines and provide input.

http://mcafee-ext.uat3.hosted.jivesoftware.com/docs/DOC-1099

6. Browse the pilot UAT Communities and review imported content:http://mcafee-ext.uat3.hosted.jivesoftware.com/community/business

http://mcafee-ext.uat3.hosted.jivesoftware.com/community/home

http://mcafee-ext.uat3.hosted.jivesoftware.com/community/securityhttp://mcafee-ext.uat3.hosted.jivesoftware.com/community/help

7. Test interface functionality and create content.

8. Check in every day and ask questions in Community Help area.

NOTE: I will need help SMEs with moving certain imported content to the proper areas at launch.