CSC Case Study: Socializing Your Intranet? Secrets to Success

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

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


What is Social Business?


Social Business Is Not . . .


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


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


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


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


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
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


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
Execu.ves

Taxonomy

Poli.cs/Culture

Fit
with
Other

Tools

Deployment

Staﬃng

Content

Conversa.on

Speed
to
Users


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


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


3. BUILD BUSINESS
USE CASES


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


“ 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


4. USER EDUCATION
AND SUPPORT


4. Education: Business & Tool Skills

Founda.on


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)


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


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,
Communi<es
Strategy

CSC
Office
of
Innova<on

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

Twiher:
cflanagan

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