Community-Based Strategy for Collaboration Robert Rose, Director of Knowledge Management and Global Support Experience November 19, 2009

Community-Based Strategy for Collaboration

Robert Rose, Director of Knowledge Management and Global Support ExperienceNovember 19, 2009

Collaboration in CommunitiesControl vs. Influence

Three Community Types:• Internal Community – high control, high influence

– Example: Your technical support or customer service employees, your knowledgebase, and your case management system

• Company-sponsored External Community – medium control, medium influence– Example: Your online technical support forums or sponsored/moderated discussion boards

• External Social Networks and Communities – low control, low to medium influence– Examples: Facebook, Twitter, Brands in Public (squidoo), FixYa, ContactHelp, Yahoo

Answers, Knol, etc.

Introduction 2

Community-centric Support Vision 3 paths to Integrated Technical Resolution Experience

Our Assertions• Customers want to find answers when they want, how they want, from the channel

of their preference. They will gravitate to the channel that is most helpful and easiest to use

• Not every customer question will require direct assistance from us, BUT each unresolved exception leaves a poor brand image that they will tell others about. We must do what we can to respond to exceptions, regardless of the channel used by the customer

– An exception is anything that inhibits or prevents our users from getting their job done and from getting the full value expected from our products

• We acknowledge that there is more known about products and how they perform outside of our workforce than inside which is why Community is a central consideration in all we do

– Our support models and policies must keep pace with our community’s needs and communication preferences while effectively servicing our Self-Service and Assisted support channels

Introduction 3

2 Year Growth of Customer InteractionsEnterprise Support Services

Jul - Sep 2007 Q2 - FY08

Jul - Sep 2008 Q2 - FY09

Jul - Sep 2009 Q2 - FY10

91.3%

2.4%

36.9%

6.3%

60.3%

23%

74.1%

2.9%

Connect Community Activity

Phone, Email, and Web Case Interactions

KB Search Activity

2,935,409Total Customer

Interactions


Interactions

2.8%


Interactions

Benefits of the Community Model

• Self-governing, self-correcting, self-sustaining, and gravitates toward simplicity and productivity

• Not overly constrained by institutions• Respond faster to challenges, problems, and cries for help• Tribal knowledge is shared and captured real time• Small contributions from single individuals can help countless

others• Contribution based on skills and experience is encouraged• Reputation develops based on value of contribution• Real-time learning and change in behavior occurs

Knowledge Community Foundation 5

Understanding the Service and Support Community

• Your service/support team has already formed a community• The institution’s measurements and goals drive outward

performance, and the community will quietly share ways to meet them, even if “gaming” is the way

• Support personnel are often successful despite difficult processes and measurements imposed, by creating and sneaking in better processes

• Despite years of effort, tribal knowledge still rules because of the way most institutions measure and reward support personnel

• Much of the “glue” that holds the community together is hidden from management view


You Get What You MeasureThe OLD Measurement Strategy

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Community Moderation &Assistance

KnowledgeSharing and Improvement

Case workPhone work

Time to ResolutionCustomer Satisfaction

Customer Interactions - By volume

Measurement Focus – by interaction type

Assisted Support

Self-Service Support

Collaboration Support(Sponsored Online

Communities)

Knowledge Community Foundation

You Get What You MeasureThe NEW Measurement Strategy

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KnowledgeSharing and Improvement

We must measure the total performance of Support Technicians,

considering effectiveness and impact in both

assisted support and leveraged knowledge

Customer Interactions - By volume

Assisted Support

Self-Service Support

Collaboration Support(Sponsored Online

Communities)

How well does each support

technician share what they

learn here…

In a way that facilitates the success of the

interactions here?

Knowledge Community Foundation

Keys to create a thriving Internal Knowledge Community

• Executive Buy-in• Environment of Trust• Tenacious Discipline of Simplicity• Distributed Ownership• Everyone follows Knowledge Community Workflow• Structured Case Logging• Automated Review and Publishing• Dynamic Performance Measurement• Real-time Training and Coaching• Reinforcement and Recognition


Symantec Connect:

Our Company-Sponsored External Community

10

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Previous Symantec Community Sites

The Juice Symantec TechnologyNetwork

Altiris Tech SupportForums

Security Response BlogsPR BlogsProduct BlogsThreat ReportPartner Technical ForumsDeveloper Portals

Building a Single Community With Web 2.0

So What is Connect?

Symantec Connect

SecurityStorage

ManagementClustering & Replication

Endpoint Management

Backup & Archiving

Inside Symantec

Forums

Articles

Blogs

Videos

Downloads

Ideas

Groups UTILITIES

COMMUNITIES

Building a Single Community With Web 2.0 12

13Building a Single Community With Web 2.0



Rewards Program

16

Yoda provides a response +1 Yoda

Leah asks a question Leah+1

LukeS provides a response LukeS+1

Leah gives LukeS comment +2 LukeS

Leah marks Yoda’s response as the answer

+25 Yoda

Seven Day Cruise

25,000

iPod Touch

1,600

USB Flash Drive

100

GPS Navigator

1,240


BE

CA

RE

FU

L – DO

YO

U R

EA

LLY N

EE

D T

HIS

?


Trusted Advisors

ROLE Posts Per Person Marked Solved

Trusted Advisor 1200 26

Symantec Employee 14 0.4

Standard User 1.2 0

26 Trusted Advisors (.017% of the community) have posted more than 31,000 comments. This past year they solved more than 3,000 problems which accounts for 16% of all solutions in the community.


By the numbers:

• 160,000 registered community members• 4,000 pieces of new content each week• 1.2 million unique visitors per month• 2.7 million page views per month• Nearly 200% growth year over year

19

• 7 community managers

• 1 developer


Lessons Learned

1. Change is hard

2. Addressing complaints is harder

3. Being open doesn’t come easy (but it’s required)

4. The community is more valuable than we ever dreamed


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Social Network Map

21Embracing the Social Media Frontier

22

Growing chatter in the social web

Symantec in the online conversation

• August 2004: 159 mentions tracked on Technorati

• August 2009: 21,576 mentions

Google blog search: Symantec

• 1,884,281 results as of Nov 11, 2009

Twitter search: Symantec

• 100s of mentions daily

“When people talk, listen completely. Most people never listen.” - Hemingway

Embracing the Social Media Frontier

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Proactive Support to External Communities

• Define• Listen• Engage• Measure & Report

Embracing the Social Media Frontier

what areas you want to focus on and the scope and parameters for the program – don’t want to open up floodgates to non-entitled support

begin a monitoring program that will fit within the defined parameters. NOTE: this concept can be new and painful for companies

appropriate stakeholders would then be alerted as appropriate to begin proactive engagement (our model – CONNECT community first)

sometimes difficult and cumbersome step to determine quantifiable impact of chatter

© 2009 Symantec Corporation. All rights reserved.

THIS DOCUMENT IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY AND IS NOT INTENDED AS ADVERTISING. ALL WARRANTIES RELATING TO THE INFORMATION IN THIS DOCUMENT, EITHER EXPRESS OR IMPLIED, ARE DISCLAIMED TO THE MAXIMUM EXTENT ALLOWED BY LAW. THE INFORMATION IN THIS DOCUMENT IS

SUBJECT TO CHANGE WITHOUT NOTICE.

Thank You!

Robert Rose

Email: [email protected]

Twitter: RRoseSYMC

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Documents

Community-Based Strategy for Collaboration Robert Rose, Director of Knowledge Management and Global Support Experience November 19, 2009