CSC Social Business: Framework for Success

1. SOCIAL FOR BUSINESS? A STRATEGIC FRAMEWORK FOR A SUCCESSFUL SOCIAL BUSINESS STRATEGY, INSIDE AND OUT Monday, June 11, 2012 Claire Flanagan Director, Social Business & Community Strategy Twitter @cflanagan Patricia Brown Director, Digital Content Strategy @PattyDBrown

2. Agenda I. Does Social Business Matter? II. What Is Social Business? III. CSC’s Social Business Community Program IV. CSC’s Social Media Program V. Framework For Success TBSC 2012 July 3, 2012 2

3. Does Social Business Matter? TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 3

4. Does Social Really Matter? Social Revolution Political Revolution Business Revolution TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 4

5. “ 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/LBPl5H TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 5

6. What is Social Business? TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 6

7. Social Business Is … TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 7

8. 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 TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 8

9. “ A social business does more than implement new social technologies. It learns how to monitor the social commentary around its firm … to shape and act with a speed that is consistent with the speed that modern social companies are expected to act “ … it’s driven by new constituents, with new media, using new sources of information and collaboration. It’s definitely not the insular, closed and uncommunicative company of yore. “Business, Social Business and Beyond…”, Brian Sommer, Zdnet http://zd.net/MfUKlG TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 9

10. 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 TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 10

11. Is There Really Business Value? Business Value Business Driver •  Process efficiency, improved performance Productivity •  Ad hoc, zero-overhead collaboration •  Co-innovation with customers, employees •  Reduced reliance on multiple legacy systems Cost Savings •  Improved productivity in key functions •  Low-cost, flexible infrastructure platform •  Improved innovation, creativity in workforce Growth •  Speed to market with new ideas/products •  Reduced administration, more focus on growth •  Enhanced employee morale, retention Satisfaction •  Improved customer satisfaction, brand affinity •  Improved talent acquisition and retention TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 11

12. Is There Really Business Value? The “Networked Enterprise” Realizes Real Payback Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010, http://bit.ly/L3zChw TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 12

13. CSC’s Social Business Communities TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 13

14. Who Is CSC? a $16B, Fortune 200 global Recognized IT services powerhouse. Our people do amazing things to help By Industry businesses, government and communities solve their toughest Analysts As A Leader challenges… Across Our 6 Portfolio ...covering over … 100+ major industries 90 countries… global alliances with best-of-breed …with a 50 track record of client year 98,000 partners… Employees Worldwide service excellence TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 14

15. CSC Social Business Footprint Social Strategy Includes Participate, Manage and Own Short PARTICIPATE 3RD PARTY CHANNEL SOCIAL MEDIA Listen, Level of Engagement STRATEGY Establish Reputation MANAGE 3RD PARTY CHANNEL SOCIAL MEDIA Listen, Support, STRATEGY Build Reputation/Relationships, 50+ Branded Channels Engage OWN OWNED CHANNEL CSC COMMUNITY STRATEGY Listen, Support, CSC Engage Public Build Reputation/Relationships, CSC Engage Secure Engage, Collaborate, CSC Engage C3 (Employee) Co-Innovate CSC.COM Deep Adjusted based on "Social Media & Associations: Moving Forward by Getting Back to the Basics", Cecilia Edwards, Dec 14, 2011. http://bit.ly/u8gH9t TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 15

16. CSC: Successful Social Business Inside, Out Innovation Through Industry Award Winning Eco-System Business results, innovation achieved when collaboration isn’t just inside, outside, but also across a company’s firewall Employee Communities Are core and drive knowledge sharing across all lines of business Customers and Business Partner Communities Are created to facilitate secure interaction, co-collaboration with CSC Public social media and on-brand community channels Are created to collaborate on thought leadership topics/business content, develop leads and strengthen customer relationships and loyalty Alumni and Specialists Are connected to feed innovation, recruiting, research and opportunities Segment by 1. Engagement goals 2. Audience 3. Reach 4. Intellectual Property/Security TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 16

17. CSC: Successful Social Business Inside, Out Business Drivers Map to Company Strategy Social Media WikonnecT (2008) (Sept 2008) csc.com goes “social” CSC Engage Secure (2012) (Feb 2012) CSC Engage Public •  Client and Partner Enablement (Summer 2010, Expansion 2012) •  Innovation Acceleration •  Sales Enablement •  Brand Preference •  Product Support •  Lead Generation •  Account Management •  Customer Relationships •  Co-solution Development •  Thought/Market Leadership •  Track, Act on Sentiment •  Reach Market “Influencers” C3 Employee (May 2009) InTouch (Summer 2010) •  Expertise, asset location •  Increase Productivity & Engagement •  Innovation Acceleration •  Ideation, Innovation •  Harness Collective Intelligence •  Lead Generation •  Project Collaboration/Communication •  Recruitment •  Relationship building TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 17

18. CSC: Successful Social Business Inside, Out CSC Engage Communities New way to collaborate and innovate •  Capture and share knowledge, in workflow •  Find information, answers, co-innovate, get product support •  Create communities or groups on demand to get work done New way to communicate •  Enable corp comm, executive blogs, strategy alignment (internal) •  Drive richer customer engagement, holistic account view (external) •  Integrate video, ideas, and apps for rich context New way to locate and network •  Locate and follow experts •  Build and expand professional network New ways to connect •  Connect from browser, mobile device or tablet New way to personalize, filter noise •  Subscribe/personalize activity feeds, find recommended people, groups, content TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 18

19. TBSC 2012 – Goes “Social” WHAT’S THE GOAL? Leverage social networks to drive COMMUNITY, ENGAGEMENT and CONTENT. Meet your OBJECTIVES and MAXIMIZE your TBSC investment. Where relationships begin and continue beyond the conference halls . . . TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 19

20. TBSC 2012 Goes Social Discover thought Locate and engage in leadership on this CSC channels industry phenomenon https://community.csc.com/ docs/DOC-1614 Keynote / Sessions Social Media @ TBSC Your personal Your on-site connection to people, connection to the content of TBSC community and your conference guide https://community.csc.com/ community/tbsc-2012 *Stop by CSC’s MobilityEdge booth to learn more TBSC Community Integrated Mobile App* TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 20

21. CSC: Successful Social Business Inside, Out Early Mover Advantage Generates Thought Leadership, Business Outcomes Award Winning Industry Recognized News Worthy San Francisco, Las Vegas “Even the chairman’s office has embraced it... communi9es interact more easily, allowing people to reach out across the company and find resources.” Internal Evangelist of the Year Award November 2009 San Francisco, Boston "As a technology services company, being seen as thought leaders and innovators … one which C3 has shown strong poten9al to fulfill… hi>ng a sweet spot.” Frankfurt, Paris Community Adoption Award October 2009 Jive Champion Award Montreal “CSC Recognized for Social Business Achievements” September 2010 Webinar “Social business, organized around collabora9on, innova9on, two con9nuous themes that Virtual Conference runs through their literature and their work….They have a clearly delineated process and framework for social business.” CSC CRM Watchlist 2012 Winner Philadelphia, Denmark Finalist 2010 “I especially liked this vigneFe of community management at CSC, a large, well-‐known business services company. . . “ Washington DC TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 21

22. CSC: Successful Social Business Inside, Out C3 Adoption Best Practices Fuel Viral, Global Growth C3 Goes Viral Q1 2012 Activities* on Pace to Exceed 2011 50,000,000 C3 Reaches Full Adoption C3 Goes Global Latin 40,000,000 100 Other é 250% America 1% Asia 1% India 80 Pacific 30,000,000 22% 10% Employees in 60 Thousands 40 20,000,000 North 1st Q 2012= 20 EMEA America 44% 2011 YE 24% 10,000,000 0 42% June Dec June Dec June Dec April '09 '09 '10 '10 '11 '11 '12 0 Active users Total Reg Users Activities 2010 2011 First Quarter 2012 C3 Wins Hearts and Minds “Proud to be CSC” C3 Delivers Business Outcomes “I went from being a skeptic to a convert. It just makes you want to get involved!” 100% Adoption Increased innovation All Business Units, Geographies Improved Asset / Expertise Location “C3 is the de facto standard for how we collaborate. It's the language of the Executive Bloggers, Strategy Alignment Transition Account Onboarding company.” – Lem Lasher, President, CSC GBS Decreased costs / consolidation 2011 Wins Hearts and Minds “It is a key tool to achieve the ‘One CSC’ vision.” Leif Ulstrup, President, CSC FCP Collapses Time Zone/Distance Barriers “Way Work Gets Done” *Activity = View, Create, Read, Edit, Like, Download, Comment, Rate, Etc. TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 22

23. CSC: Successful Social Business Inside, Out Early External Social Community Business Impact  New business wins directly tied to brand-owned communities  Expanded reach in new target accounts  Improved innovation or co-innovation with customers on our product offerings  Access to experts throughout the industry  Improved product offerings as direct result of customer input  Improved customer satisfaction and support  Increased engagement, account collaboration with customers (70 brands engaged in CSC Engage Secure in only a few weeks)  6K Alumni community. 7.6% in CSC key accounts. 223 hires via alumni referrals  Most engaged clients on WikonnecT are among highest revenue-bearing clients ➡ Reduced project cycle time – questions / issues resolved more quickly *Activity = View, Create, Read, Edit, Like, Download, Comment, Rate, Etc. TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 23

24. CSC: Successful Social Business Inside, Out Building Intellectual Property and Skills for the 21st Century Organization Transformation New roles, new skills for existing roles, retirement of web 21st Century Digital Literacy Skills Framework 1.0 tools Engagement Model New customer and employee engagement models Digital Literacy New skills in transparency, collaborating, “working in the open”, “open leadership” Brand Amplification New digital marketing imperatives, business opportunities and positive brand impacts New Digital Marketing Capabilities Social marketing, socialytics, social CRM TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 24

25. CSC’s Social Media Program TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 25

26. CSC Social Media 1 Amplify CSC Brand Presence and Intensity 2 Amplify new rich media content on CSC 3 Extend CSC Brand Reach through CSC Voices 4 Activate and Engage Community http://www.go-gulf.com/blog/social-networking-user TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 26

27. CSC Social Media CSC Communities “Front Door” microsite CSC is building and leveraging a rapidly expanding social sphere of influence TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 27

28. CSC Social Media Well-trained, dedicated content managers for all key zones (industries, solutions, geos) Special focus on video, video, video Automated and manual web content “pruning” rules Tight editorial control for all external facing content Highly interactive, immersive environments to command Cohesive editorial viewer’s attention calendar across all digital channels (web, social, Increasing focus on demand gen, advertising) infographics, LEF executive summaries, expert blogs Original, value-added content, time- released around specific events, surrounded by social activation Anatomy of best in breed digital content TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 28

29. CSC Social Media CSC Social Media “Embassies” and “Ambassadors” where conversations and participation are facilitated by key CSC Social Media Embassies (regions and verticals) with several CSC Ambassadors (subject matter experts, employees) of the brand or business units who manages them. We have been organic in our approach to date TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 29

30. CSC Social Media We are building and leveraging a rapidly expanding social sphere of influence and momentum TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 30

31. CSC Social Media — CSC VoicesText into These Layouts How to Paste Field/Solutions Sales Thought Leaders Corp Comm Client Employees Facing Marketing “I interact regularly “I want networking “I have a strong “I understand “I interact regularly “I love my job and I with partner field tools to create new knowledge of CSC relevant corporate with our clients. I like social marketing teams. business and gain solutions and I have content and the want to maintain our networking. I want to I can’t wait to share insight before an engaging online power of social good relationships share our what’s next at CSC” meeting with clients.” personality.” media.” with clients.” accomplishments.” Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Opportunity/Benefit Creates added value Optimize social Positions CSC as a Positions CSC in the Important for Empower employees in CSC social spaces profiles for sales leader in the industry. industry and humanizing our to use social & expands CSC reach professionals . Humanize our increases our digital brand, creates value networks on behalf of & awareness. Work Enable sales teams solutions. Increase footprint. Provide a in our social spaces CSC. Allows current with partners on event to prepare for sales our organic search source for social with authentic brand CSC voices to marketing and meetings and initial results. Increase media guidelines and advocates. Will set coordinate .Provides leverage partner contact with client. awareness and create approved us apart from powerful reach and networks. advocacy. content. competitors. brand advocacy TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 31

32. CSC Social Media Social Media Momentum CSC Corporate Social Spaces: October 2011 – May 2012 é  34% increase Facebook Fans é  53% increase YouTube Channel Views é  33% increase Twitter Followers é  67% increase Retweets é  21% increase LinkedIn Followers é  37% increase Google+ (since Nov) é  89% increase Pinterest (since Jan) TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 32

33. Strategic Framework for Success You can’t plan to go viral. You can’t go viral if you don’t plan well. TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 33

34. Strategic Framework for Success “IBM Study: If You Don't Have a Social CEO, You're Going to be Less Competitive” 90% “Companies that outperform their peers are 80% 30 percent more likely to identify openness 70% é 256% … greater use of social media as a key 60% enabler of collaboration and innovation … 50% 40% CEOs regard interpersonal skills of 30% collaboration (75%), communication 20% (67%), creativity (61%) and flexibility 10% (61%) as key drivers of employee success 0% to operate in a more complex, Face to Face Social Media Websites Channel Partners Call Centers Advisory Traditional Groups Media interconnected environment.”1 Today 3 - 5 Years “CEOs believe social media will become one of the top two ways to engage customers at the expense of traditional media” 2 1.  "IBM Study: If You Don't Have a Social CEO, You're Going to be Less Competitive", Mark Fidelman, Forbes, May 22, 2012. http://onforb.es/L3yvKN 2.  http://ibm.co/KiC71O Start at the Top TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 34

35. Strategic Framework for Success Strategy Metrics and Measurement Leadership Tools Culture Policies & Community Plan Design Launch Manage Governance Management Content & Plan Business Strategy towards Programming “Networked” Enterprise TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 35

36. Strategic Framework for Success Secure Executive Buy-In Staff Community Manager Seed Use Cases Plan Organization Change (Top Down Support) and Advocates (Seed Work Examples to Match (Education & Support) (Build Groundswell) Business Goals) Plan Org Change and Adoption TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 36

37. Strategic Framework for Success Identify “Trusted Advisors”, advocates, VIP Curating Publicly recognize, reward Create “Voice of customer” Producing Reward, feature members, content, and “guest bloggers” Allow comments Commenting Foster open dialogue. Manage spammers and trolls Enable “ShareThis”/ Social share Sharing Gamification, Leader Boards, rewards for content Understand consumption patterns Watching Create content to match needs Map and Match Member Engagement Preferences "Understand Your Customers’ Social Behaviors", Charlene Li & Jeremiah Owyang, Altimeter Group. Jan 2010. http://slidesha.re/swEyaB TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 37

38. Strategic Framework for Success Content Conversation Match member Seed conversations, social behaviors polls, Twitter Reach “trusted” advisors, chats, Media, other inﬂuencers, advocates, short form content producers, curators Plan “ofﬂine” programs to Provide rewards, special access, drive “online” engagement features Support Promotion Include traditional Consider total user channels, emails, experience paid and earned Provide tool support AND coaching AND media advocate support Use social media to drive word of mouth Plan for Engagement TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 38

39. Strategic Framework for Success HR, Business Ethics Security, Privacy, IP Social Media Policy Community Guidelines Address Policy, Mitigate Risk TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 39

40. Strategic Framework for Success Vitality + Demographics + Perceived Value + Success Stories + Outcomes Build Measurement Dashboard TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 40

41. Strategic Framework for Success Centralized Distributed Coordinated Multiple Hub, Holistic •  One dept. •  Organic growth •  Sets rules, best Spoke •  Each employee controls •  Authentic practices, •  Similar to empowered •  Consistent •  Experimental procedures Coordinated but •  Unlike Organic, •  May not be as •  Not coordinated •  Spreads widely across multiple employees are authentic around the org brands and units organized •  Takes time Organize for Social Business "Rise of Social Commerce", Lora Cecere, Jeremiah Owyang, Altimeter Group, Feb 3, 2010 http://slidesha.re/gzAn94 “Framework and Matrix: The Five Ways Companies Organize for Social Business", Jeremiah Owyang http://bit.ly/fclPZv TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 41

42. Strategic Framework for Success Comment Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want Assess the Evaluate the Does customer need/ to respond? message purpose deserve more info? Yes Yes No Unhappy Are the facts No Response Gently correct the facts Customer? correct? No Yes No Yes No Can you add Dedicated Are the facts value? Complainer? correct? No Yes Yes Explain what is being Respond in Thank the Comedian Is the problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Have a Triage Plan Let post stand and monitor "Social Strategy: Getting Your Company Ready", Altimeter, 2010. http://slidesha.re/LehwYd TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 42

43. Strategic Framework for Success According to a report published by Digital Buzz Blog, 60% of employees would like to get help from employer to share relevant content. Source: http://www.edelmandigital.com/2011/12/19/social-media-trends-2012/ Empower Employees with Social Media Guidelines TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 43

44. Strategic Framework for Success Educate and Coach TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 44

45. Questions? TBSC 2012 Twitter Hashtag #CSCTBSC July 3, 2012 45

46. Thank You Monday, June 11, 2012 Claire Flanagan Director, Social Business & Community Strategy Twitter @cflanagan Patricia Brown Director, Digital Content Strategy @PattyDBrown July 3, 2012 46

47. References 1.  Gartner Predicts 2010, “Social Software Is an Enterprise Reality”, December 2009 http://bit.ly/LBPl5H 2.  "What is Social Business", Social Business Forum, 2012. http://bit.ly/LstTSJ 3.  “Business, Social Business and Beyond…”, Brian Sommer, Zdnet http://zd.net/MfUKlG 4.  Social Business Eco-System Market / Enterprise courtesy with permission @BillJohnston, Dell. 5.  McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010, http://bit.ly/L3zChw 6.  Social Media Stats http://bit.ly/JErF3z 7.  "IBM Study: If You Don't Have a Social CEO, You're Going to be Less Competitive", Mark Fidelman, Forbes, May 22, 2012. http://onforb.es/L3yvKN and http://ibm.co/KiC71O 8.  Rise of Social Commerce", Lora Cecere, Jeremiah Owyang, Altimeter Group, Feb 3, 2010 http://slidesha.re/gzAn94 9.  “Framework and Matrix: The Five Ways Companies Organize for Social Business", Jeremiah Owyang http://bit.ly/fclPZv 10. "Social Strategy: Getting Your Company Ready", Altimeter, 2010. http://slidesha.re/LehwYd 11.  "Six Social Media Trends for 2012", David Armano, Edelman Digital, Dec 2011. http://bit.ly/KmbNn3 12. "Social-networking tools fuel business", Washington Technology, June 2009. http://bit.ly/xy3Vuw 13. “Getting social: CSC Australia”, CIO Magazine, Sept 2009. 14. “Community Management: Essential Capability”, Dion Hinchcliffe, ZDNet, Sept 2009. http://blogs.zdnet.com/Hinchcliffe/?p=913 15. “CSC Recognized for Social Business Achievements”, CSC News Room, Jan 2010. http://bit.ly/yOkfPe 16. “CSC CRM Watchlist 2012 Winner” , Paul Greenberg, Jan ‘12. http://zd.net/KDOqnR TBSC 2012 July 3, 2012 47

48. TBSC 2012 July 3, 2012 48

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