so me emc_education

1© Copyright 2009 EMC Corporation. All rights reserved.

Our Journey

How do you convince Education Executives to use social media?


Who We are

@gminks @wheelnz

Education Marketing


Checklist for presenting to execs

Executives pay more attention when they hear the following things:

– Initiatives that align to business goals– Outside research– Technical terms that tie to your industry– Business results that tie back to business goals

General Design Tips– Keep it short!– Grab their attention with the first 2 slides– Leave them with a simple call to action


EMC Education Services and Web 2.0

August 2009Gina MinksNada Wheelock

http://gminks.edublogs.org/

http://twitter.com/wheelnz


Objectives/Overview

How does Web 2.0 fits into learning and supports strategic initiatives

How does the EMC Proven Professional Online Community fit in with other forms of social media

Provide examples of driving awareness and engagement through Web 2.0 platforms

Promote collaboration and growth via Web 2.0 platforms to achieve business objectives

https://community.emc.com/community/connect/emcpp


Objectives/Overview

How does Web 2.0 fits into learning and supports strategic initiatives

How does the EMC Proven Professional Online Community fit in with other forms of social media

Provide examples of driving awareness and engagement through Web 2.0 platforms

Promote collaboration and growth via Web 2.0 platforms to achieve business objectives

Align to current strategic initiatives

https://community.emc.com/community/connect/emcpp


Technology decision makers use social media to make purchase decisions

Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees


Technology decision makers use social media to make purchase decisions

Forrester Research, based on 1,217 NA and European tech decision-makers with 100 or more employees

Outside research


“A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more

organizations”

Value Networks (ITIL v3 definition)

Tangible Value

TransactionalFormal


“A web of relationships that generates tangible and intangible value through complex dynamic exchanges through two or more

organizations”

Value Networks (ITIL v3 definition)

Tangible Value

TransactionalFormal

Technical terms


Informal Learning Facilitated by Web 2.0 Technologies

Intangible Value

Informal


Informal Learning Facilitated by Web 2.0 Technologies

Intangible Value

Informal

Formal

Technical terms


Org Chart is Hierarchal and Transactional


What would an Org Chart look like as a value network?


Informal Learning Supports EMC’s Core Values and Competencies (Can be activated using Web 2.0 Technologies)

Influence: Understands and leverages EMC's informal power structure

Cultivates a network of contacts throughout the organization

EMC Senior Leadership “getting this” early on:

encouraged EMC to learn new skills to unlock the

business magic within 2.0 management and behavior

models.

http://www.pollypearson.com/main/


2005 2006 2007 2008 2009 2010

More New Information Coming Each Year

Source: IDC, “The Expanding Digital Universe,” Sponsored by EMC, March ‘07

10x increase

in 5 years

2011

Learning GPS needed to navigate information

overload


Participation Inequality Shows Importance of Influencers

90 % Lurkers

9% Occasional participants

1% Highest contributor/Influencer


Critical Connectors/Influencers are Information Filters

HubsConnected to many people

The good: share info quickly

The bad: can be bottlenecks and become overwhelmed with requests for information

Pulse TakersCovert influencers

GatekeepersConnectors between different parts of an

organization/expertise

The good: can quickly access expertise

The bad: can control access to resources or expertise

The good: can use their Influence to accelerate progress

The bad: can use their Influence to impede progress


Communication has EvolvedTraditional Methods Becoming Less Effective…

Social Media Complements Traditional Marketing Channels

http://www.youtube.com/watch?v=coA3mosobps


Anchor Web 2.0 Activities by Business Goals:

Extend EMC Education Service’s reach, establish thought leadership and build awareness


Anchor Web 2.0 Activities by Business Goals:

Extend EMC Education Service’s reach, establish thought leadership and build awareness

Align to current strategic initiatives


Web 2.0 Connects Us to Influencers, Who Extend Our Reach

Generated Bloggers’ Coverage 25+ blog mentions (1000s of blog followers)

Coverage in EMC Community Network “Favorite blogs” wiki in Proven Community

50k+ page views 3k+ Proven Professionals

registered in ECN (20%)

Messaging to Social Groups 10k+ members across groups

Tweeting, retweeting, linking to EdSvcs portal & Proven Prof. Community

Tried something new with Live Tweet Up

1500+ followers growing across 3 profiles – retweeting EdSvcs messages

User generated content Searchable, linked to EMC corporate

activities

20+ Proven Professional videos and interviews

1000s of views

Target new recruits on Facebook EMC Proven Professional Group for those

looking for us (links to Proven Prof. Comm.)

Many EMC boot camps have groups (e.g., EMC, Smarts, EMC GSAP, Consulting); some certified by end of boot camp

EMC Employee outreach 100s of views; documents and discussions drive engagement


Web 2.0 Connects Us to Influencers, Who Extend Our Reach

Generated Bloggers’ Coverage 25+ blog mentions (1000s of blog followers)

Coverage in EMC Community Network “Favorite blogs” wiki in Proven Community

50k+ page views 3k+ Proven Professionals

registered in ECN (20%)

Messaging to Social Groups 10k+ members across groups

Tweeting, retweeting, linking to EdSvcs portal & Proven Prof. Community

Tried something new with Live Tweet Up

1500+ followers growing across 3 profiles – retweeting EdSvcs messages

User generated content Searchable, linked to EMC corporate

activities

20+ Proven Professional videos and interviews

1000s of views

Target new recruits on Facebook EMC Proven Professional Group for those

looking for us (links to Proven Prof. Comm.)

Many EMC boot camps have groups (e.g., EMC, Smarts, EMC GSAP, Consulting); some certified by end of boot camp

EMC Employee outreach 100s of views; documents and discussions drive engagement

Business Results


“I’ve found an excerpt in lots of places, but want the whole thing. From what I can tell, this book rocks!”A few days later…

“I bought the book last night from a local retailer and am loving it so far. I will post reviews ”- EMC Consulting

Mixing Traditional Marketing with Web 2.0 Example: from Awareness to Advocacy (purchase/referrals)

• Awareness generated by EMC.com & Google Alerts• Traditional networking closed knowledge gap• Referrals/Testimonials broadcast outside EMC

• Promote testimonial via Web 2.0


Generating Business Value:Customer testimonials, collaboration

Value of Community– “A great cheer for all of you from here; and I hope we get along to keep learning from each other.

(EDS/American Airlines)– “I've just started using this community and VPX over the last couple of weeks, there's a lot of

really useful information on these sites, plus I think communities like this are invaluable, especially when you need to find answers.”

GPS– “I have to admit that the Powerlink site seems overwhelming with information and it's taking me a

while to navigate. Any information on preparing for the exam will be well appreciated.”

EMC Advocates– “Since then I fell in love with those DMXs machines. I plan to expand my knowledge one day in

Symmetrix area.”– “I love EMC technologies. I am preparing for EMC Expert Certifications.” (HP Systems Engineer)

Exchanging Tips on Preparing for Exams– “Experience in the field plus reading through all the WBTs make sure the exam is relatively

easy…If you aren't sure of yourself, you could take the ILT…I finally got some ILTs, including the hands on which you need for the IE exam and I certified in 5 months after beginning with Storage.” (Open Line, Netherlands)

Mentorship– “My dream is to work in a datacenter, but will I be able to get any storage jobs with my above

qualifications or are there any other courses which can increase my chances?”


Generating Business Value:Customer testimonials, collaboration

Improving Productivity– “This document shows your great knowledge. This will help me to work better and

faster. Thanks a million.” – “Great information [exactly where DAS/NAS/SAN is implemented]

. Hope to see more of your wisdom as I plough thro my EMC Proven programmes. Snippets like this help in the learning process.”

– “Great document. This will be useful and handy. I appreciate you taking the time to upload to the community.”

– User-generated content: Oracle restore to a different client-host using Avamar Value of Certification Testimonials

– “A way of validating my knowledge…I am able to converse intelligently with my teammates who specialize in SAN/DMX/Invista and they are pleasantly surprised...On the job, I find myself thinking even more in terms of "the big picture". Instead of framing a business challenge merely by my own expertise, I am able to draw from a larger well and realize there are other possibilities to get my customer's problems solved.”

Training Recommendations/Sales Opportunities– “I’d recommend the 322 ILT…” “…the training was amazing”– “I have currently been "elected" to manage our growing CX\4 SAN storage infrastructu

re.”

https://community.emc.com/message/11597#11597







What’s Next for Education Services?

It’s not about the medium – it’s about the message– How can Web 2.0 support EMC Education Services’ business priorities?

Identify the set of venues that are currently in use or that can be used strategically to nurture networks

– EMC Proven Professional Community/ECN Connect Communities– Twitter– EMC|ONE– LinkedIn, Orkut– Facebook– You Tube– Where else??

Start Lurking!

Seed the Network


Stand back and let the network do its work


Call to Action

Check out the Proven Professional Community: education.EMC.com/ProvenCommunity

– Participate; Sign-up for e-mail notifications

Follow us on Twitter– Visit www.twitter.com/EMCEducation

Join us on Linked In/Orkut/Facebook– Links on the Favorite Blogs wiki

Need help getting started? – Gina Minks; Nada Wheelock

Ask them to do something for you


WHERE ARE WE NOW?


EMC Proven Professional Community


Twitter Accounts


Aca

dem

ic A

llia

nce

Pro

ven

Pro

fess

ion

alFacebook Fan Pages


YouTube


Flickr


EMC World – World Wide Proven Professional Day


Connect with me!

Twitter: @gminksBlog: http://gminks.edublogs.org

http://gminks.edublogs.org/


Questions?

so me emc_education

Technology

establish

itil v3 definition

complex dynamic

supports strategic

european tech

social mediaprovide

informal learning

technology