CSC Social Business Footprint presentation delivered at JiveWorld 2012

1. BECOMING A SOCIAL BUSINESS
CSC ENGAGE COMMUNITIES
CLAIRE FLANAGAN
JIVEWORLD - OCTOBER 2012
© 2012 CSC CSC ENGAGE COMMUNITIES

2. Agenda
I. CSC Social Business Footprint
II. CSC Engage Public
III. CSC Engage Secure
IV. CSC Engage: C3
V. Wrap Up
Claire Flanagan
Director, Social Business & Community Strategy
a.k.a. Collaboration Addict
@cflanagan
© 2012 CSC November 20, 2012 2

3. Who Is CSC?
a $16B, Fortune 200 global
Recognized B2B IT services powerhouse. Our people do
By Industry amazing things to help businesses, government and
Analysts As A
communities solve their toughest challenges
Leader Across
Our Portfolio
6 major
industries
covering over
90
100+ countries
global alliances
with
best-of-breed
50 year
track record of client
98,000
partners Employees
service excellence Worldwide
© 2012 CSC November 20, 2012 3

4. A Social Business Is …
“ …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
© 2012 CSC November 20, 2012 4

5. 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
© 2012 CSC November 20, 2012 5

6. CSC SOCIAL BUSINESS FOOTPRINT
Innovation Through Well-Crafted Eco-System
WikonnecT
Social
Media
(2008)
(Sept
2008)
csc.com
(2012)
CSC
Engage
:
Secure
(Feb
2012)
Community.csc.com
(Summer
2010)
• Client
and
Partner
Enablement
• Innova;on
Accelera;on
• Brand
Preference
• Sales
Enablement
• Lead
Genera;on
• Product
Support
• Customer
Rela;onships
• Account
Management
• Thought
/
Market
Leadership
• Delivery
Collabora;on
• Track,
Act
on
Sen;ment
• Co-­‐solu;on
Development
3
• Reach
Market
“Influencers”
CSC.com
C
C3
Employee
(May
2009)
InTouch
• Employee
Engagement
(Summer
2010)
• Innova;on
Accelera;on
• Idea;on
Enablement
• Idea;on,
Innova;on
Enablement
• Project
Collabora;on/Communica;on
• Lead
Genera;on
• Solu;on
/
POV
Development
• Recruitment
• Employee
Self
Service
© 2012 CSC November 20, 2012 6

7. CSC SOCIAL BUSINESS FOOTPRINT
Participate, Manage and Own Strategy
Short
PARTICIPATE 3RD PARTY CHANNEL
Listen, SOCIAL MEDIA STRATEGY
Establish Reputation
Level of Engagement
MANAGE 3RD PARTY CHANNEL
SOCIAL MEDIA STRATEGY
Listen, Amplify Brand, Build 50+ Branded Channels
Relationships, Engage
OWN OWNED CHANNEL
CSC COMMUNITY STRATEGY
Listen, Amplify Brand CSC Engage Public
Build Relationships, Engage, CSC Engage Secure
Product / Solution Support, CSC Engage C3 (Employee)
Collaborate, Co-Innovate CSC.COM
Deep
© 2012 CSC November 20, 2012 7

8. CSC ENGAGE PUBLIC
Where Thoughtful Minds
Connect and Engage
Pilot 2010 | Re-Launch 2012
© 2012 CSC CSC ENGAGE COMMUNITIES

9. The Digital Ecosystem
The Whole Is Greater Than The Sum Of The Parts
Prospect
Nurturing
CSC
Engage
Communi>es
© 2012 CSC November 20, 2012 9

10. Community Integrated In Digital Marketing
Key Metrics
▲ 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
© 2012 CSC November 20, 2012 10

11. CSC Engage Public
Community
Purpose
/
Launch
U.S.
Based
Law
/
Healthcare
Mandate
Meaningful
Use
Pilot
June
2010,
Renew
2011
TBSC
2012
Event
CSC
–
Justomer
Conference
Event
C
May
une
2012
Thought
Leadership
for
CIO’s
CIO
Engage
June
2012
European
VIP
Communi;es
Localized
Fall
2012
Communi>es
More
planned
to
support
partner,
market
engagement
© 2012 CSC November 20, 2012 11

12. TBSC 2012 Goes Social
Discover
thought
Locate
and
leadership
on
engage
in
CSC
this
industry
channels
phenomenon
Keynote
/
Sessions
Social
Media
@
TBSC
Personal
On-­‐site
connec9on
to
connec9on
to
people,
content
the
community
of
TBSC
and
conference
guide
TBSC
Community
Integrated
Mobile
App*
© 2012 CSC November 20, 2012 12

13. Key Takeaway
1. No
Silver
Bullet.
Leverage
Full
Eco-­‐System
Customer
Easier
To
Discover
2.
Measure
Everything
/
Watch
Sen>ment
3. Communi>es
Pay
Off
In
Many
Ways
© 2012 CSC November 20, 2012 13

14. CSC ENGAGE SECURE
Where CSC Collaborates Securely with
Clients, Partners, and Vendors
Pilot Winter 2012 | Launch May 2012
© 2012 CSC CSC ENGAGE COMMUNITIES

15. CSC Engage Secure Objectives
Transform
our
rela;onships
with
customers,
prospects,
Transform
vendors
through
an
improved
understanding
of
their
Rela>onships
needs,
strategy,
challenges
u Enable
transparent,
ongoing
dialogue
on
challenges
and
opportuni;es
Become
u Gain
and
track
insights
into
overall
account
health
Trusted
Partner
u Provide
easy
access
and
exchange
of
resources,
informa;on
and
contacts
u Explore
new
offerings,
opportuni;es
and
solu;ons
Drive
u Improve
services
levels
and
reduce
support
costs
Profitability
u Increase
cross-­‐selling
with
holis;c
account
view
Differen>ate
u Improve
access
to
client,
partner
thought
leadership
CSC
As
u Showcase
leading-­‐edge
technology
Innovator
© 2012 CSC November 20, 2012 15

16. Integrated In Our Collaboration Portfolio
© 2012 CSC November 20, 2012 16

17. 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
X
X
• Only
“Members
of
same
groups”
may
view
profiles
• Users
decide
on
profile
visibility
seangs
Status
/
Global
content,
member
could
post
Turn
Off
X
private
client
/
account
info
Bookmarks
Personal
Individual
docs,
blogs,
discussion
Turn
Off
Personal
Docs,
Discussions,
X
can
be
exposed
in
system
ac;vity
Blogs
Content
feeds
Home
Page
Some
widgets
expose
tags,
private
Admins
to
make
available
only
X
data
“approved”
widgets
Self-­‐Service
CSC
Employees
could
create
a
CSC
Employees
can
only
create
X
X
groups
that
are
open,
discoverable
secret
groups
Group
Crea>on
Search
Discoverability
of
other
members
Only
display
MEMBERS
of
“same”
X
X
possible
in
search
scope
group(s)
© 2012 CSC November 20, 2012 17

18. Early Account Success
CSC Engage Users # Customer Logos
4500
350
4000
External 300
3500
3000
Internal 250
2500
200
2000
150
1500
100
1000
50
500
0
0
Self-­‐Service,
on-­‐demand
to
meet
bid/proposal,
account
delivery
or
partner
engagement
and
fuels
con;nuous
growth.
Group
count
=
250+
© 2012 CSC
November 20, 2012 18

19. CSC ENGAGE: C3
Where Employees
Connect. Communicate. Collaborate.
Pilot May 2009 | Full Launch Oct 2009
© 2012 CSC CSC ENGAGE COMMUNITIES

20. C3: Connect. Communicate. Collaborate.
Award-winning, enterprise-class, global
social collaboration where employees:
Internal Evangelist
u Connect: Time zones, distance no longer barriers of the Year Award
November 2009
u Communicate: Share strategy, work, expertise
u Collaborate: Get work done with others
Community Adoption Award
October 2009
Jive Champion Award
September 2010
Finalist 2010
© 2012 CSC November 20, 2012 20

21. C3 Delivers Business Outcomes
Adoption 100%
adop>on
(100K+
registered)
Wins
Hearts
&
Minds
Engagement Way
works
get
done
75%
-­‐
80%
ac;ve
users
/
mo
“Proud
to
be
CSC”
250%
y/y
é
Ac;vi;es
2011
Productivity Strategic
alignment
/
comms
“C3
will
transform
CSC
…
éExper;se
/
Asset
loca;on
allows
us
to
overcome
silos.”
“I went from being a skeptic to a
Innovation New
solu;on
development
convert. It just makes you
New
media
tools
innova;on
want to get involved!”
“C3 is the de facto standard for
Time & Costs $MM
savings
re;ring
Web
1.0
how we collaborate. It's the
Reduce
;me
to
answer
language of the company.”
Reduce
;me
zone
/
distance
Group President
© 2012 CSC November 20, 2012 21

22. How We Built It
1. Be
Credible
2. Start
Somewhere
3. Plan
For
Adop>on
© 2012 CSC November 20, 2012 22

23. 1. Be Credible
Review Review Review Review
Be Credible Define Goals Evaluate Pilot As 5th
Recommend
Do Your Establish Document Business
Approach
Homework Sponsorship Findings Case Stage
Socialize. Revisit. Revise.
© 2012 CSC November 20, 2012 23

24. 2. Start Somewhere
Pilot, Don’t Wait For Perfection
1. Limited duration, not audience
Find Key Work Use Cases
2. Iterate, scale and innovate
© 2012 CSC November 20, 2012 24

25. 3. Plan For Adoption
Secure Executive Staff Community
Buy-In Manager / Advocates
Top Down Support Build Groundswell
Seed Use Cases Plan Org Change
Make It About Your Business Drive Transformation
© 2012 CSC November 20, 2012 25

26. 3. Plan For Adoption
Don’t Forget The Watercooler
“
People work better
together when they
know each
“
other
on a personal level.
hlp://knowledge.wpcarey.asu.edu/ar;cle.cfm?ar;cleid=1653
© 2012 CSC November 20, 2012 26

27. Be Prepared To Re-Evaluate, Reset Basics
Tip:
Go
Back
To
Basics.
Be
Credible.
Talk
Execu>ve.
© 2012 CSC November 20, 2012 27

28. Extending The “Communicate” Mission
C3 Objectives Tied To Turnaround Strategy (Fall
2012)
1. Improve
Brand
&
Home
Page
Design
2. Create
Global
Corp
Comm
Templates
3. Improve
CSC
Taxonomy
/
Menu
© 2012 CSC November 20, 2012 28

29. Next Year
Building 21st Century Digital Literacy Skills
Community
Management
Specialized
Roles
Social
Media
Management
Marke>ng
/
PR
for
New
Media
Employee
/
Customer
Engagement
Leaders “Open
Leadership”
Collabora>on
for
Business
Employee
“Working
in
the
Open”
Collabora>on
for
Business
Basics
Founda>on
Policy
&
Compliance
© 2012 CSC November 20, 2012 29

30. CSC ENGAGE COMMUNITIES
Wrap Up
© 2012 CSC CSC ENGAGE COMMUNITIES

31. 2nd
BU
Exec
Begins
Strategy
Blog
Two
more
public
2010
communi;es
launch
BU
Exec
Begins
Strategy
Blog
50%
registered
2011
25%
ac;ve
CIO
Begins
IT
Strategy
Blog
Intranet
1.0
Enterprise
Digital
Social
Soqware
in
Shut
Down
Literacy
Training
“Proud
to
be
Full
Produc;on
CSC”
20
weeks
First
Localized
V2
of
Social
25K
registered
Community
Social
Policies
Soqware
Pilot
2009
Social
Media
Secure
Customer
&
Partner
Community
Compliance
Audit
Manager
Hired
Passed
Website,
Social
&
Biz
Case
2012
Communi;es
Approved
100%
registered
Integrated
70%
ac;ve
Social
First
Public
Strategist
Community
Iden;fied
Begins
Social
Media
2008
CMM3
© 2012 CSC November 20, 2012 31

32. Is There Really Business Value?
Business Value Business Impact
• Process
efficiency,
improved
performance
• Ad
hoc,
zero-­‐overhead
collabora;on
Produc>vity
• Improved
co-­‐innova;on
with
customers,
employees
• Reduced
cycle
;me,
;me
to
answer
• Reduced
reliance
on
mul;ple
legacy
systems
Cost
Savings
• Improved
produc;vity
in
key
func;ons
• Low-­‐cost,
flexible
infrastructure
platorm
• New
business
wins
;ed
to
brand-­‐owned
communi;es
Growth
• Expanded
reach
in
target
customer
accounts
• Speed
to
market
with
new
ideas/products
• Enhanced
employee
morale,
reten;on
Sa>sfac>on
• Improved
customer
sa;sfac;on,
brand
affinity
• Improved
talent
acquisi;on
and
reten;on
© 2012 CSC November 20, 2012 32

33. Key Points
u Research.
Benchmark.
Network
Be
Credible
u Engage
global,
cross
func;onal
team
members
u Start
over
if
/
when
you
need
to
Talk
u Learn
the
language
of
execu;ves
Execu>ve
u Engage
and
forge
strong
rela;onships
Plan
For
u Plan
for
top-­‐down,
groundswell
engagement
u Build
use
case
examples
for
work
Adop>on
u Don’t
forget
the
watercooler
Start
u Don’t
wait
for
“perfect”
Somewhere
u Iterate
and
extend
© 2012 CSC November 20, 2012 33

34. Claire Flanagan
THANK YOU!
Director, Social Business and
Community Strategy
CSC Office of Innovation
@cflanagan
www.linkedin.com/in/cflanagan
© 2012 CSC November 20, 2012 34

35. © 2012 CSC November 20, 2012 35