CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011
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The document outlines strategies for building a successful social business approach within an organization, emphasizing the importance of collaboration, community engagement, and effective communication tools. It provides insights on promoting the use of social collaboration platforms, like CSC's C3, to overcome workplace silos and enhance organizational efficiency. Key principles for adoption involve securing executive support, planning effectively, and cultivating a groundswell of user advocates.
CSC Case Study presented at local Boston Chapter of J. Boye Group December 1, 2011
- 1. 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
- 2. 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 12/2/11 CSC Case Study 2
- 3. SOCIALIZE MY INTRANET? © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 3
- 4. “ 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 12/2/11 CSC Case Study 4
- 5. “ 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 12/2/11 CSC Case Study 5
- 6. 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 12/2/11 CSC Case Study 6
- 7. 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 12/2/11 CSC Case Study 7
- 8. …YET STILL FACE BUSINESS PROBLEMS EXPERT, ASSET LOCATION NEW HIRE ONBOARDING INTELLECTUAL PROPERTY SILOS / INNOVATION BARRIERS THOUGHT LEADERSHIP © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 8
- 9. 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 12/2/11 CSC Case Study 9
- 10. 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 12/2/11 CSC Case Study 10
- 11. 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 12/2/11 CSC Case Study 11
- 12. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 12
- 13. 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 12/2/11 CSC Case Study 13
- 14. 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 12/2/11 CSC Case Study 14
- 15. 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. © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 15
- 16. Adoption Model 1. EXECUTIVES 2. COMMUNITY 4. EDUCATION & MGR & SUPPORT ADVOCATES 3. BUSINESS USE CASES © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 16
- 17. SECURE TOP DOWN SUPPORT 1. EXECUTIVES AS ADVOCATES © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 17
- 18. 2. STAFF COMMUNITY MANAGER © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 18
- 19. 2. Staff Community Manager • Adoption Planner • Advocate Leader • Coach / Trainer • Conversation Starter / Moderator • Welcome Wagon • Govern. Measure. Manage © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 19
- 20. BUILD GROUNDSWELL 2. ENGAGE ADVOCATES © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 20
- 21. 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 12/2/11 CSC Case Study 21
- 22. CSC Life Guards 12 Assigned, 100 Total Seeded 200 Use Cases, Topics Prior to Launch © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 22
- 23. CSC Life Guards Planning Partners, Story Tellers Engaged Local Execu:ves, Teams Source of Peer Support, Answers © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 23
- 24. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 24
- 25. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 25
- 26. 3. BUILD BUSINESS USE CASES © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 26
- 27. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 27
- 28. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 28
- 29. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 29
- 30. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 30
- 31. “ People work better together when they “ know each other on a personal level. hVp://knowledge.wpcarey.asu.edu/ar4cle.cfm?ar4cleid=1653 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 31
- 32. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 32
- 33. 4. USER EDUCATION AND SUPPORT © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 33
- 34. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 34
- 35. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 35
- 36. 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 12/2/11 CSC Case Study 36
- 37. 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 © 2011 Computer Sciences Corporation @cflanagan 12/2/11 CSC Case Study 37