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CSC Case Study: Socializing Your Intranet? Secrets to Success
- 1. SUCCESSFUL STRATEGIES TO
SOCIALIZE
YOUR INTRANET
CLAIRE FLANAGAN
CSC Director, Social Business
and Community Strategy
J BOYE : NOVEMBER 2011
@cflanagan
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 1
- 3. “
By 2014, social networking services will
replace e-mail as the primary vehicle for interpersonal
“
communications for 20 percent of business users.
Gartner Predicts 2010
“Social Software Is an Enterprise Reality”, December 2009
http://bit.ly/gIthoV
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 3
- 4. “ The baseline has shifted…no longer
enough to provide sophisticated
content management.
Today’s intranet needs to have
peer-to-peer engagement and
“
multi-channel communications
embedded at their very core.
“The intranet is dead. Long live the intranet.”
The Next Web, July 2010
http://tnw.co/eb4YhI
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 4
- 5. What is Social Business?
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 5
- 6. Social Business Is Not . . .
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 6
- 7. Social Business . . .
• Supports Business Goals
• Provides environments where members:
– engage, create, organize and share
information
– find, connect and interact with others
• Supports teaming, communities and
networking with value chain (employees,
customers, partners, prospects, alumni, etc.)
Gartner Magic Quadrant for Social Software in the Workplace", Gartner. 25 October 2010, ID:G00207256
Gartner Magic Quadrant for Externally Facing Social Software, Gartner. 5 July 2010, ID:G00201627
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 7
- 8. What’s Different?
Social Business Works the Way People Want to Work
From
Web
1.0
To
Social
Business
Content
Centric
User-‐Centric
Informa.on
Push
Ac.vity
Streams
1
Way
Content
Content
Engagement
Intranet,
Portal
Community
Explicit
Recruitment
WOM
Recruitment
Content
Owners
Par.cipa.ve
Top
Down
User
Generated
Fixed
Taxonomy
Emergent
Workflows
Transparent,
Open
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 8
- 9. What are the Key Features?
Locate
Co-‐Create
&
Use
Cases
Exper.se
Collaborate
Organize
Personalize
Rich
Profiles
Wikis
Videos
Groups
Dashboard
Avatars
Documents
Ideas
Communi<es
Widgets
Socialize
Corporate
Discussions
Microblog
Structured
Watch
Directory
(Status
Update)
Spaces
People
Blogs
Follow
Colleagues,
Liking
Projects
&
Friends
&
Polls
Track
Ra<ng
Personal
Docs
Content
Connec<ons
RSS
Feeds
Subscribe
Exper<se
Tags
Ac<vity
No<fy
Loca<on
Streams
Invite/No<fy
Search,
Find
Follow,
Watch
Bookmarks
Folksonomy,
Tag
Clouds
Ac<vity
Streams
Intelligence
Analy<cs
Sen<ment
Analysis
Social
Media
Monitoring
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 9
- 10. CSC: 50+ Years of Client Service Excellence
A TRUE GLOBAL
2,500 world-class customers — 90 countries — 94,000 employees
DELIVERY MODEL
FORTUNE 150, “MOST
ADMIRED COMPANY" CSC Locations
Other Client Engagements
MISSION-CRITICAL
DELIVERY
EXCELLENCE
SIX INDUSTRY
VERTICALS
$16.2 B BUSINESS
SOLUTIONS &
SERVICES
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 10
- 11. COLLABORATION
IS IN OUR DNA
Integrate Extend Evolve
Early Intranet C3 — Social
Full Global
and Distributed CSC Wiki Collaboration
Portal
Portals Platform
This
is
one
step
of
many
—
it’s
part
of
the
journey
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 11
- 12. …YET STILL FACE
BUSINESS
PROBLEMS
EXPERT, ASSET LOCATION
NEW HIRE ONBOARDING
INTELLECTUAL PROPERTY
SILOS / INNOVATION BARRIERS
THOUGHT LEADERSHIP
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 12
- 13. C3: Connect. Communicate. Collaborate.
Award-winning, enterprise-class, global social
collaboration where employees:
Internal Evangelist
• Connect: Time zones, distance no longer barriers of the Year Award
November 2009
• Communicate: Share their work, thoughts
• Collaborate: Get work done with others
Community Adoption Award
October 2009
Jive Champion Award
September 2010
Finalist 2010
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 13
- 14. C3 Adoption Best Practices Asia
Pacific
9%
Secret Weapons to Going Viral, Global EMEA
29%
North
America
Global
par.cipa.on
39%
India
1%
22%
Latin
America
100%
User
Adop.on
Portal
shut-‐down
Jan
’11
New
“normal”
4+M
ac.vi.es
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 14
- 15. C3 Provides Business Value
Collapsed
.me,
distance
barriers
to
leverage
global
exper.se
Reduced
proposal
development
cycle
.me,
customer
acquisi.on
costs
Improved
exper.se
loca.on
and
engagement
Improved
new
employee
onboarding
Increased
broad
collabora.on
to
drive
process
efficiencies
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 15
- 16. C3 Wins Hearts and Minds
Becomes Part of Everyday Work
“Proud
to
be
CSC”
“I
went
from
being
a
skep<c
to
a
convert.
It
just
makes
you
want
to
get
involved!”
“C3
is
just
what
we
need
to
start
leveraging
the
power
of
the
wider
organiza<on.”
“C3
will
transform
CSC
…
allows
us
to
overcome
silos.”
“C3
is
the
de
facto
standard
for
how
we
collaborate.
It's
the
language
of
the
company.”
Lem
Lasher,
President,
CSC
GBS
“It
is
a
key
tool
to
achieve
the
‘One
CSC’
vision.”
Leif
Ulstrup,
President,
CSC
FCP
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 16
- 17. PLAN FOR
ADOPTION
You can’t plan to go viral. You can’t go viral if you don’t plan well.
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 17
- 18. Adoption Principles
DON’T DO
Execu.ves
Taxonomy
Poli.cs/Culture
Fit
with
Other
Tools
Deployment
Staffing
Content
Conversa.on
Speed
to
Users
You can’t plan to go viral. You can’t go viral if you don’t plan well.
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 18
- 19. Adoption Principles
DON’T DO
Find
execu<ves
to
Execu.ves
Overlook
“walk
the
talk”
Taxonomy
Reflect
organiza<on
chart
Allow
pa_erns
to
emerge
Poli.cs/Culture
Ignore
Listen,
learn,
adapt
Fit
with
Other
Fail
to
provide
guidance
“What
do
I
use
when?”
Tools
Deployment
“If
you
build
it,
they
will
come”
Plan
for
adop<on
Locate
advocates
Staffing
Discount
Staff
community
manager
Content
Launch
a
blank
slate
Seed
use
cases,
groundswell
Conversa.on
Think
just
work,
no
play
Provide
“watercooler”
Speed
to
Users
Hold
for
perfec<on
Pilot.
Frequent
releases
You can’t plan to go viral. You can’t go viral if you don’t plan well.
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 19
- 20. Adoption Model
1.
EXECUTIVES
2.
COMMUNITY
4.
EDUCATION
&
MGR
&
SUPPORT
ADVOCATES
3.
BUSINESS
USE
CASES
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 20
- 21. SECURE
TOP DOWN
SUPPORT
1. EXECUTIVES
AS ADVOCATES
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 21
- 23. 2. Staff Community Manager
• Adoption Planner
• Advocate Leader
• Coach / Trainer
• Conversation Starter /
Moderator
• Welcome Wagon
• Govern. Measure. Manage
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 23
- 24. BUILD GROUNDSWELL
2. ENGAGE
ADVOCATES
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 24
- 25. 2. Advocates: What Do They Do?
1.
Share
Community
Work
2.
Story
Teller
(WOM)
3.
Provide
Member
Support
3.
Prune
/
Curate
5.
Provide
Trusted
Feedback
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 25
- 26. 3. BUILD BUSINESS
USE CASES
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 26
- 27. 3. Build Business Use Cases
• New product development
• Innovation
• New business & customer
support
• Peer support
• Career development
• Communities of Practice
and Interest
• Executive communications
& strategy alignment
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 27
- 28. “ People work better together
when they
“
know each other
on a personal level.
h_p://knowledge.wpcarey.asu.edu/ar<cle.cfm?ar<cleid=1653
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 28
- 29. 4. USER EDUCATION
AND SUPPORT
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 29
- 30. 4. Education: Business & Tool Skills
Founda.on
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 30
- 31. CSC Social Business Footprint
Innovation Through a Well-Crafted Ecosystem
WikonnecT
csc.com
(Sept
2008)
Community.csc.com
Exclusive
(June
2010)
Access
Social
Media
(Fall
2011)
3
CSC.com
C
C3
Employee
(May
2009)
InTouch
(Summer
2010)
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 31
- 32. CSC Social Business Journey
May Sept Jan May Sept Jan May
2009 2009 2010 2010 2010 2011 2011
July Nov March July Nov March July
2009 2009 2010 2010 2010 2011 2011
Social Media
C3 Pilot Launch
SSO Portal CSC
C3 Production Video
Shut-
Down Find
Renew &
Community.csc.com Pilot Extend
Customer/Partner Private (WikonnecT: Financial Services)
Launch InTouch
Employee Community
Public
Alumni
Customer/Partner
Customer/Partner Exclusive
(extend)
Social Media
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 32
- 33. If You Plan Well, They Will Come!
1. Be Credible
– Do your homework
– Know the industry
– Know your company strategy, culture
2. Engage Sponsors
– Talk executive
– Build partnerships with stakeholders
3. Move Quickly
– Speed to users (pilot, frequent releases)
4. Plan for Adoption
– Select the right tool, plan for scale, make the best first impression
– Locate advocates to go wide, global
– Think top down, bottom up, sideways
– Seed use cases; don’t forget the Watercooler
5. Be Ready to Adapt
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 33
- 34. Claire
Flanagan
Director,
KM
and
Enterprise
Social
Business,
Communi<es
Strategy
CSC
Office
of
Innova<on
Linked
In:
h_p://www.linkedin.com/in/cflanagan
Twiher:
cflanagan
CSC CSCNews CSC CSCNews
© 2011 Computer Sciences Corporation @cflanagan 11/10/11 CSC Case Study 34