CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011

BUILDING A SUCCESSFUL
SOCIAL BUSINESS
STRATEGY INSIDE AND OUT

CLAIRE FLANAGAN
CSC Director, Social Business
and Community Strategy

J BOYE BOSTON: DECEMBER 2011

@cflanagan
© 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 1

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


SOCIALIZE MY INTRANET?

“
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

“ 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


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


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


…YET STILL FACE
BUSINESS
PROBLEMS

EXPERT, ASSET LOCATION
NEW HIRE ONBOARDING
INTELLECTUAL PROPERTY
SILOS / INNOVATION BARRIERS
THOUGHT LEADERSHIP


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


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


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


C3 Wins Hearts and Minds
Becomes Part of Everyday Work

“Proud
to
be
CSC”

“I
went
from
being
a
skep4c
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

organiza4on.”

“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


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)


PLAN FOR
ADOPTION

You can’t plan to go viral. You can’t go viral if you don’t plan well.

Adoption Principles
DON’T DO
Find
execu4ves
to

Execu:ves
Overlook

“walk
the
talk”

Taxonomy
Reflect
organiza4on
chart
Allow
paVerns
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
adop4on

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
perfec4on
Pilot.
Frequent
releases

You can’t plan to go viral. You can’t go viral if you don’t plan well.

Adoption Model

1.
EXECUTIVES

2.
COMMUNITY

4.
EDUCATION
&

MGR
&

SUPPORT

ADVOCATES

3.
BUSINESS
USE

CASES


SECURE
TOP DOWN
SUPPORT

1. EXECUTIVES
AS ADVOCATES


2. STAFF
COMMUNITY
MANAGER


2. Staff Community Manager

• Adoption Planner

• Advocate Leader

• Coach / Trainer

• Conversation Starter /
Moderator

• Welcome Wagon

• Govern. Measure. Manage


BUILD GROUNDSWELL

2. ENGAGE
ADVOCATES


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


CSC Life Guards

12
Assigned,
100
Total

Seeded
200
Use
Cases,
Topics
Prior
to
Launch


CSC Life Guards

Planning
Partners,
Story
Tellers

Engaged
Local
Execu:ves,
Teams

Source
of
Peer
Support,
Answers


Life Guard Tiers
Lifeguard
Senior
Lifeguard

Recogni:on

KRA
Credit
X
X

Answers
Members
Ques:ons
X
X

Leadership
of
Use
Cases,
Topics
X
X

Speaking
Opportuni:es
to
Leaders,

X
X+

Project
Teams,
Peers

Access

Early
Access
to
New
Features
X
X+

Direct
Access
to
Planning
Team

X
X

Inﬂuence

Release
Priori:es
X
X

User
Acceptance
Tes:ng
X


CSC Life Guards: Other Tactics

• How-To’s / Weekly Calls
• Communication Templates / Tools
• “Master Lifeguard” Community Manager
• Certificates of Accomplishment
• Targeted Training
• Avatar Badges
• Exclusive Lifeguard Space
• Speaking Opportunities

3. BUILD BUSINESS
USE CASES


3. Build Business Use Cases
• New product development
• Innovation
• New business
• Customer support
• Peer support / collective
intelligence
• Career development
• Communities of Practice
and Interest
• Executive communication

Tap into the Collective Intelligence
Ask and Answer Questions

Ask Your Colleagues
•  Bid & Proposal Question
–  “Where have we . . . ?”
–  Old Way = Email / Reply All dlists
–  New Way = 240+ Views, 11 global
replies, right answer 30 minutes
•  Bid Team
–  Search for experts & answers
–  Old Way = 5-10 days
–  New Way = 2 days

•  Delivery Team
–  MS Excel deliverable problem
–  Old way = no answer
–  New Way = 3 global replies, right
answer 1 hour


Get Work Done
Examples
Collaborate on Work
•  Account PMO, Project Teams
•  Business Unit
•  Peer Support, Desktop Support
•  Corporate Initiatives
Build CSC’s Capabilities
•  CSC Cloud Solution
•  CSC Social Business Solution
•  Sales & Business Development
•  Solution Architecture
Align Corporate Strategy
•  Group President / Executive Bloggers
•  CIO Bloggers
•  CSC News, Corp Communications

Locate Expertise
Rich Profiles

Rich Profiles
•  What a user knows
–  Self proclaimed expertise
–  System generated
•  Who they know
•  Where they are in the organization
–  Business Unit, Manager, Geography
–  Group memberships

In Line Context
•  Bio summary display on-hover
throughout system for ready


“ People work better together
when they
“
know each other
on a personal level.

hVp://knowledge.wpcarey.asu.edu/ar4cle.cfm?ar4cleid=1653


Watercooler
Creative Hobbies w/ Biz Impact ed
in

•  Photography hoto
featur d
r

Best
P
Holiday
Ca

CSC
•  Creative Minds @ CSC
•  “The Write Cloud”: Building Written Skills
•  Gamification
•  Virtual Worlds
Work Life Balance
•  Pets at the Watercooler
•  Cycling
•  Health & Wellness

rk
Days
Ride
to
Wo SC
Oﬃces

tes
Near
C
Fun Resources Bike
Rou
•  Emoticon Share
•  Movie Fans


4. USER EDUCATION
AND SUPPORT


Building 21st Century Digital Literacy Skills
Benchmarking, Partnering with Marketplace Leaders

•  Building 21st Century “Digital Literacy” and “Better Business Collaboration” Skills
Learning Architecture/Certification with the goal of evolving skills in:
–  Our Employees (“Foundation” or “Work Out Loud” skills)
–  Our Leaders (“Open Leadership” skills)
–  Our Specialist Roles (Community Managers/Social Media Strategists)
•  Benchmarking and partnering with recognized market leaders and professional
associations

Digital Competency Framework

CSC Social Collaboration Journey
98K+ Registered Users

Journey to Date Future

•  Rich Media, Video •  Native (Full Feature) Mobile App
•  Mobile (Read, Reply, Create from email) •  Private/”Gated” External
•  Portal / Intranet Shutdown Collaboration + Bridge with Internal
Community
•  Document Management
•  Document Management Integration
•  Navigation (CSC Find)
•  Enterprise Search
•  Ideation
•  Public Community


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


Claire
Flanagan

Director,
KM
and
Enterprise
Social
Business,
Communi4es
Strategy

CSC
Office
of
Innova4on

Linked
In:
hVp://www.linkedin.com/in/cflanagan

Twijer:
cflanagan

CSC CSCNews CSC CSCNews

CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011

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CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011