csc social business footprint - jiveworld october 2012

© 2012 CSC CSC ENGAGE COMMUNITIES

BECOMING A SOCIAL BUSINESS CSC ENGAGE COMMUNITIES

CLAIRE FLANAGAN

JIVEWORLD - OCTOBER 2012

2 November 20, 2012 © 2012 CSC

I. CSC Social Business Footprint II. CSC Engage Public III. CSC Engage Secure IV. CSC Engage: C3 V. Wrap Up

Agenda

Claire Flanagan

Director, Social Business & Community Strategy a.k.a. Collaboration Addict

@cflanagan

3 November 20, 2012 © 2012 CSC

Who Is CSC?

B2B IT services powerhouse. Our people do amazing things to help businesses, government and

communities solve their toughest challenges

a $16B, Fortune 200 global

98,000

Employees Worldwide

major industries 6

50 year track record of client service excellence

100+ global alliances

with best-of-breed

partners

covering over

90 countries

Recognized By Industry

Analysts As A Leader Across Our Portfolio

4 November 20, 2012 © 2012 CSC

…An organization that has put in place strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value.

"What is Social Business", Social Business Forum, 2012. http://bit.ly/LstTSJ

“ “ A Social Business Is …

5 November 20, 2012 © 2012 CSC

A Good Social Business Strategy Includes

Market and Enterprise

External (Customers/Partners) and Internal (Employees)

Public and Private

Social Media Outposts and Owned Community Channels

Community and Collaboration

Dell

6 November 20, 2012 © 2012 CSC

C 3 CSC.com

WikonnecT (Sept 2008)

CSC Engage : Secure (Feb 2012)

•  Client and Partner Enablement •  Innova;on Accelera;on •  Sales Enablement •  Product Support •  Account Management •  Delivery Collabora;on •  Co-‐solu;on Development

C3 Employee (May 2009) •  Employee Engagement •  Innova;on Accelera;on •  Idea;on Enablement •  Project Collabora;on/Communica;on •  Solu;on / POV Development •  Employee Self Service

InTouch (Summer 2010) •  Idea;on, Innova;on Enablement •  Lead Genera;on •  Recruitment

Social Media (2008) csc.com (2012) Community.csc.com (Summer 2010)

•  Brand Preference •  Lead Genera;on •  Customer Rela;onships •  Thought / Market Leadership •  Track, Act on Sen;ment •  Reach Market “Influencers”

CSC SOCIAL BUSINESS FOOTPRINT Innovation Through Well-Crafted Eco-System

7 November 20, 2012 © 2012 CSC

CSC SOCIAL BUSINESS FOOTPRINT Participate, Manage and Own Strategy

PARTICIPATE Listen,

Establish Reputation

MANAGE Listen, Amplify Brand, Build

Relationships, Engage

OWN Listen, Amplify Brand

Build Relationships, Engage, Product / Solution Support, Collaborate, Co-Innovate

OWNED CHANNEL CSC COMMUNITY STRATEGY

CSC Engage Public CSC Engage Secure

CSC Engage C3 (Employee) CSC.COM

3RD PARTY CHANNEL SOCIAL MEDIA STRATEGY

50+ Branded Channels

3RD PARTY CHANNEL SOCIAL MEDIA STRATEGY

Level of Engagement

Deep

Short

Adjusted based on "Social Media & Associations: Moving Forward by Getting Back to the Basics", Cecilia Edwards, Dec 14, 2011. http://bit.ly/u8gH9t


CSC ENGAGE PUBLIC Where Thoughtful Minds

Connect and Engage

Pilot 2010 | Re-Launch 2012

9 November 20, 2012 © 2012 CSC

CSC Engage Communi>es

Prospect Nurturing

The Digital Ecosystem The Whole Is Greater Than The Sum Of The Parts

10 November 20, 2012 © 2012 CSC

▲  Understand customers, prospects based on expressed / derived elements

▲  Build and Nurture relationships before the need arises

▲  Market and Buzz analysis to identify, address evolving customer needs

▲  Target and engage prospects with a single, powerful message across multiple channels

▲  Embed social elements in every outbound communication for cross-leverage

Key Metrics

Community Integrated In Digital Marketing

11 November 20, 2012 © 2012 CSC

CSC Engage Public

Community Purpose / Launch

Meaningful Use U.S. Based Law / Healthcare Mandate Pilot June 2010, Renew 2011

TBSC 2012 Event CSC Customer Conference Event May – June 2012

CIO Engage Thought Leadership for CIO’s June 2012

European Localized Communi>es

VIP Communi;es Fall 2012

More planned to support partner, market engagement

12 November 20, 2012 © 2012 CSC

TBSC 2012 Goes Social

Keynote / Sessions Social Media @ TBSC

Discover thought leadership on this industry phenomenon

Locate and engage in CSC channels

TBSC Community

Personal connec9on to

people, content of TBSC

On-‐site connec9on to the community and conference guide

Integrated Mobile App*

13 November 20, 2012 © 2012 CSC

No Silver Bullet. Leverage Full Eco-‐System

Customer Easier To Discover Measure Everything / Watch Sen>ment

Communi>es Pay Off In Many Ways

1.

2.

3.

Key Takeaway


CSC ENGAGE SECURE Where CSC Collaborates Securely with

Clients, Partners, and Vendors

Pilot Winter 2012 | Launch May 2012

15 November 20, 2012 © 2012 CSC

CSC Engage Secure Objectives

Transform Rela>onships

Transform our rela;onships with customers, prospects, vendors through an improved understanding of their needs, strategy, challenges

Become Trusted Partner

u  Enable transparent, ongoing dialogue on challenges and opportuni;es

u  Gain and track insights into overall account health u  Provide easy access and exchange of resources,

informa;on and contacts

Drive Profitability

u  Explore new offerings, opportuni;es and solu;ons u  Improve services levels and reduce support costs u  Increase cross-‐selling with holis;c account view

Differen>ate CSC As

Innovator

u  Improve access to client, partner thought leadership u  Showcase leading-‐edge technology

16 November 20, 2012 © 2012 CSC

Integrated In Our Collaboration Portfolio

17 November 20, 2012 © 2012 CSC

Key Business Rules / Decisions Category Risk Mi>ga>on Policy Config Custom

User Profiles Some data in user profile is Global •  Global Profile directory disabled •  Only “Members of same groups” may view profiles

•  Users decide on profile visibility seangs

X X

Status / Bookmarks

Global content, member could post private client / account info

Turn Off X

Personal Content

Individual docs, blogs, discussion can be exposed in system ac;vity feeds

Turn Off Personal Docs, Discussions, Blogs

X

Home Page Some widgets expose tags, private data

Admins to make available only “approved” widgets

X

Self-‐Service Group Crea>on

CSC Employees could create a groups that are open, discoverable

CSC Employees can only create secret groups

X X

Search Discoverability of other members possible in search scope

Only display MEMBERS of “same” group(s)

X X

18 November 20, 2012 © 2012 CSC

Early Account Success

CSC Engage Users

# Customer Logos

0 500 1000 1500 2000 2500 3000 3500 4000 4500

External Internal

0

50

100

150

200

250

300

350

Self-‐Service, on-‐demand to meet bid/proposal, account delivery or partner engagement and fuels con;nuous growth. Group count = 250+


CSC ENGAGE: C3 Where Employees

Connect. Communicate. Collaborate.

Pilot May 2009 | Full Launch Oct 2009

20 November 20, 2012 © 2012 CSC

C3: Connect. Communicate. Collaborate.

Award-winning, enterprise-class, global social collaboration where employees: u Connect: Time zones, distance no longer barriers u Communicate: Share strategy, work, expertise u Collaborate: Get work done with others

Finalist 2010

Internal Evangelist of the Year Award

November 2009

Community Adoption Award October 2009

Jive Champion Award September 2010

21 November 20, 2012 © 2012 CSC

“Proud to be CSC”

“C3 will transform CSC … allows us to overcome silos.”

“I went from being a skeptic to a

convert. It just makes you want to get involved!”

“C3 is the de facto standard for

how we collaborate. It's the language of the company.”

Group President

Productivity 250% y/y é Ac;vi;es 2011 Strategic alignment / comms éExper;se / Asset loca;on

Wins Hearts & Minds Way works get done

75% -‐ 80% ac;ve users / mo Engagement

New solu;on development New media tools innova;on

Innovation

100% adop>on (100K+ registered) Adoption

Time & Costs $MM savings re;ring Web 1.0 Reduce ;me to answer

Reduce ;me zone / distance

C3 Delivers Business Outcomes

22 November 20, 2012 © 2012 CSC

Be Credible

Start Somewhere

Plan For Adop>on

1.

2.

3.

How We Built It

23 November 20, 2012 © 2012 CSC

Be Credible Do Your

Homework

Define Goals Establish

Sponsorship

Evaluate Document Findings

Recommend Approach

Pilot As 5th Business

Case Stage

Socialize. Revisit. Revise.

Review Review Review Review

1. Be Credible

24 November 20, 2012 © 2012 CSC

Pilot, Don’t Wait For Perfection Limited duration, not audience 1.

2. Find Key Work Use Cases Iterate, scale and innovate

2. Start Somewhere

25 November 20, 2012 © 2012 CSC

Secure Executive Buy-In

Top Down Support

Staff Community Manager / Advocates

Build Groundswell

Plan Org Change Drive Transformation

Seed Use Cases Make It About Your Business

3. Plan For Adoption

26 November 20, 2012 © 2012 CSC

know each other

People work better together when they

on a personal level.

“ “ hlp://knowledge.wpcarey.asu.edu/ar;cle.cfm?ar;cleid=1653

3. Plan For Adoption Don’t Forget The Watercooler

27 November 20, 2012 © 2012 CSC

Be Prepared To Re-Evaluate, Reset Basics

Tip: Go Back To Basics. Be Credible. Talk Execu>ve.

28 November 20, 2012 © 2012 CSC

Improve Brand & Home Page Design

Create Global Corp Comm Templates

Improve CSC Taxonomy / Menu

1.

2.

3.

Extending The “Communicate” Mission C3 Objectives Tied To Turnaround Strategy (Fall 2012)

29 November 20, 2012 © 2012 CSC

Community Management Social Media Management

Marke>ng / PR for New Media

Employee / Customer Engagement “Open Leadership”

Collabora>on for Business “Working in the Open”

Collabora>on for Business Basics Policy & Compliance

Employee

Founda>on

Specialized Roles

Leaders

Next Year Building 21st Century Digital Literacy Skills


CSC ENGAGE COMMUNITIES Wrap Up

31 November 20, 2012 © 2012 CSC

“Proud to be CSC”

Begins Social Media

Social Strategist Iden;fied

First Public Community

Social Soqware Pilot

Social Soqware in Full Produc;on

BU Exec Begins Strategy Blog 50% registered

25% ac;ve

2nd BU Exec Begins Strategy Blog Two more public

communi;es launch

CIO Begins IT Strategy Blog Intranet 1.0

Shut Down

V2 of Social Policies

Social Media Manager Hired

100% registered 70% ac;ve

Secure Customer & Partner Community

Website, Social & Communi;es Integrated

First Localized Community

Enterprise Digital Literacy Training

Biz Case Approved

2008

2009

2010

2011

2012

CMM3

Compliance Audit Passed

20 weeks 25K registered

32 November 20, 2012 © 2012 CSC

Business Value Business Impact

Produc>vity

•  Process efficiency, improved performance •  Ad hoc, zero-‐overhead collabora;on •  Improved co-‐innova;on with customers, employees •  Reduced cycle ;me, ;me to answer

Cost Savings •  Reduced reliance on mul;ple legacy systems •  Improved produc;vity in key func;ons •  Low-‐cost, flexible infrastructure platorm

Growth •  New business wins ;ed to brand-‐owned communi;es •  Expanded reach in target customer accounts •  Speed to market with new ideas/products

Sa>sfac>on •  Enhanced employee morale, reten;on •  Improved customer sa;sfac;on, brand affinity •  Improved talent acquisi;on and reten;on

Is There Really Business Value?

33 November 20, 2012 © 2012 CSC

Key Points

Be Credible u Research. Benchmark. Network u Engage global, cross func;onal team members u Start over if / when you need to

Talk Execu>ve

u Learn the language of execu;ves u Engage and forge strong rela;onships

Plan For Adop>on

u Plan for top-‐down, groundswell engagement u Build use case examples for work u Don’t forget the watercooler

Start Somewhere

u Don’t wait for “perfect” u Iterate and extend

34 November 20, 2012 © 2012 CSC

Claire Flanagan

Director, Social Business and Community Strategy

CSC Office of Innovation

@cflanagan www.linkedin.com/in/cflanagan

THANK YOU!

csc social business footprint - jiveworld october 2012

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