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The Social Enterprise
How BMC Embraces Social Collaboration

         27 November 2012




               #BMCSocial
@servicesphere                                                                         #BMCSocial



                       Agenda

                       •   Introductions

                       •   The journey of an early, extreme adopter
@debbiehutchings




                       •   Social @ BMC

                       •   The impact of social, one person at a time

                       •   Q&A
@ErinKAvery




                   2                        © Copyright 11/30/2012 BMC Software, Inc
#BMCSocial




3   © Copyright 11/30/2012 BMC Software, Inc
An Early, Extreme Adopter




4            © Copyright 11/30/2012 BMC Software, Inc
@servicesphere                                                                     #BMCSocial

                                Perspective


                                           Listen



                     Create /
                                                                           Share
                     Re-share



                                      Consume




                 5              © Copyright 11/30/2012 BMC Software, Inc
@servicesphere                                                  #BMCSocial

                     Not Human




                 6   © Copyright 11/30/2012 BMC Software, Inc
@servicesphere                                                            #BMCSocial

                     New Skills, Need New Measurement




                 7             © Copyright 11/30/2012 BMC Software, Inc
Social at BMC




8      © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                        #BMCSocial

                        Four Drivers of Social Supporting Sales

                                          Intelligence


                           Social        Message
                                        Amplification
                       Infrastructure                                               Sales
                                            Industry
                                                                                   Growth
                                           Leadership

                                            Customer
                                             Support




                   9                    © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                                                  #BMCSocial
                               Structuring a Socially Connected Business
                                               Strategy, Planning &
                                                    Execution

                                                                                               Global
                                                                                               Comms



                                                                   Marketing                                Sales
                                            Governance,
                                        Education & Oversight                              BMC Social
                                                                                             Hub

                                        “Center of Excellence”

                                                                                                            Customer
                                                                      R&D
                                                                                                             Service

                                                                                               Human
                                                                                              Resources
                        Governed and aided through
                        the Hub, the business units
                        operate collaboratively and yet
                        independently to define and
                        execute on business unit
                        Social Strategy.
                                                                                                                       2011 Altimeter Group

                   10                                            © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                                       #BMCSocial




                                                                                                    Social Channels

                                                                                ROI &
                                        Guidelines                                                           Social
                    The right                                                  Measures
                                        & Process                                                            Infrastructure
                    infrastructure
                    is essential to                Influencer
                                          Tools &
                                                    Outreach Listening
                    activating social   Technology
                    channels.                      Content    Social
                                                   Creation Education

                                                             Building the
                                                              Channels

                                                                                     Graphic adapted from 2011 Blue Focus Marketing LLC:
                   11                     © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                 #BMCSocial




                                    Protecting the Brand

                         #1 Priority:   Training to                         Monitoring    Mitigation
                        Abide by BMC     Support                             External       Process
                        Compliance &     Behavior                            Channels     Established
                            Ethics




                   12                          © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                   #BMCSocial




                        BMC: It raises the stakes and elevates the
                            visibility of BMC in the industry

                        You: It’s critical for your own professional
                            development and career growth




                   13                   © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                                                                #BMCSocial


                               Any topic can be championed through social media with the following mix:
                                      Key Business                                                                                     Ideal Activity
                            Role                          Profile/Personality                                  Activities
                                         Value                                                                                           Frequency
                                                     Can be any level within BMC Listening for conversations about BMC and our
                        Listening &                                                                                                Daily (:30 mins - 1
                                         Reach       or Partners.                Products. Amplification for our content and
                        Amplifiers                                                                                                 hr).
                                                                                 conversations.
                                                     Technical content creator;
                                                                                                                                   Few times per week
                                                     strong SME; passionate user Forum posting/responding; Product blogging;
                           Expert       Content                                                                                    (tied to content
                                                     advocate; day-to-day         Product podcasts, videos
                                                                                                                                   creation activities)
                                                     product focus
                                                                                      External social network focus (tweeting,
                                                     Strong industry awareness;       retweeting, commenting, sharing)
                         Evangelist   Conversation                                                                                 Daily
                                                     passionate communicator          Finding and engaging internal and external
                                                                                      influencers
                                                                                 Earned position of someone to listen to;
                                                     Recognizable name, industry probably started as an expert/evangelist          Weekly (minimum
                          Industry
                                         Brand       following, senior                                                             amount to keep
                           Leader
                                                     management level                                                              status or it is lost)




                         Social Success will largely be dictated by the commitment and
                                        participation within these Roles.
                   14                                                    © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                        #BMCSocial

                                    Social Activation at BMC

                                             Pocket-Playbooks

                         Listening                                                      Third-Party Sites
                                                 Twitter

                                  LinkedIn                           Tools
                                                                                          BMC Communities
                            Google+
                                                            Blogging
                        Chatter                                                         The Wednesday
                                       Measurement
                                                                                            Social


                   15                        © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                                                     #BMCSocial




                              Plan                      Organize                                         Engage
                      Readiness Assessment        Determine the SME’s
                                                                                                    Build in the incentive
                                                    for Social Activation
                      Be Realistic about the                                                       Use Gamification
                       resources available to      Readiness Assessment
                       you                                                                          Understand your wins
                                                   Assign roles and topics
                                                                                                     and how you are being
                      Priority & Selection        Coordinate with                                  successful
                       Criteria                     internal departments
                      Find your army in non-      Set expectations for
                       social roles                 social SME’s and time
                                                    required




                       16                             © Copyright 11/30/2012 BMC Software, Inc
@debbiehutchings                                                                    #BMCSocial

                    How to Get Started
                        Tap into the expertise that’s already there
                        Mess some stuff up
                        Less is More
                        Imitation IS the sincerest form of flattery
                        Build Social into your Business not the other
                        way around




                   17                    © Copyright 11/30/2012 BMC Software, Inc
How Social Changed Me




18          © Copyright 11/30/2012 BMC Software, Inc
@ErinKAvery                                                                                               #BMCSocial




  http://canitbesaturdaynow.com/dived/single/404_motivation/
              19                                               © Copyright 11/30/2012 BMC Software, Inc
@ErinKAvery                                                                  #BMCSocial




                                       •     Cost Effective (It’s free, most of the
                                             time)
                                       •     Instant gratification
                                       •     My audience was there
                                       •     If I’m not there, I’m missing out
                                       •     It’s #FUN and easy




              20   © Copyright 11/30/2012 BMC Software, Inc
@ErinKAvery                                                                                          #BMCSocial




                                                              •     Find a place you want to start
                                                              •     Listen/ Watch
              Your version of social is just
                                                              •     Engage
                that, it’s your version.
                                                              •     Encourage others
                                                              •     You can’t fail.




              21                          © Copyright 11/30/2012 BMC Software, Inc
@servicesphere                                                                      #BMCSocial




                        Dec 10: The Contextual Bio Enabled Enterprise
@debbiehutchings




                                        of Tomorrow

                                   Follow @BMCSoftware
@ErinKAvery




                   22                    © Copyright 11/30/2012 BMC Software, Inc
#BMCSocial




                   Thank You




23   © Copyright 11/30/2012 BMC Software, Inc

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The Social Enterprise: How BMC Embraces Social Collaboration

  • 1. The Social Enterprise How BMC Embraces Social Collaboration 27 November 2012 #BMCSocial
  • 2. @servicesphere #BMCSocial Agenda • Introductions • The journey of an early, extreme adopter @debbiehutchings • Social @ BMC • The impact of social, one person at a time • Q&A @ErinKAvery 2 © Copyright 11/30/2012 BMC Software, Inc
  • 3. #BMCSocial 3 © Copyright 11/30/2012 BMC Software, Inc
  • 4. An Early, Extreme Adopter 4 © Copyright 11/30/2012 BMC Software, Inc
  • 5. @servicesphere #BMCSocial Perspective Listen Create / Share Re-share Consume 5 © Copyright 11/30/2012 BMC Software, Inc
  • 6. @servicesphere #BMCSocial Not Human 6 © Copyright 11/30/2012 BMC Software, Inc
  • 7. @servicesphere #BMCSocial New Skills, Need New Measurement 7 © Copyright 11/30/2012 BMC Software, Inc
  • 8. Social at BMC 8 © Copyright 11/30/2012 BMC Software, Inc
  • 9. @debbiehutchings #BMCSocial Four Drivers of Social Supporting Sales Intelligence Social Message Amplification Infrastructure Sales Industry Growth Leadership Customer Support 9 © Copyright 11/30/2012 BMC Software, Inc
  • 10. @debbiehutchings #BMCSocial Structuring a Socially Connected Business Strategy, Planning & Execution Global Comms Marketing Sales Governance, Education & Oversight BMC Social Hub “Center of Excellence” Customer R&D Service Human Resources Governed and aided through the Hub, the business units operate collaboratively and yet independently to define and execute on business unit Social Strategy. 2011 Altimeter Group 10 © Copyright 11/30/2012 BMC Software, Inc
  • 11. @debbiehutchings #BMCSocial Social Channels ROI & Guidelines Social The right Measures & Process Infrastructure infrastructure is essential to Influencer Tools & Outreach Listening activating social Technology channels. Content Social Creation Education Building the Channels Graphic adapted from 2011 Blue Focus Marketing LLC: 11 © Copyright 11/30/2012 BMC Software, Inc
  • 12. @debbiehutchings #BMCSocial Protecting the Brand #1 Priority: Training to Monitoring Mitigation Abide by BMC Support External Process Compliance & Behavior Channels Established Ethics 12 © Copyright 11/30/2012 BMC Software, Inc
  • 13. @debbiehutchings #BMCSocial BMC: It raises the stakes and elevates the visibility of BMC in the industry You: It’s critical for your own professional development and career growth 13 © Copyright 11/30/2012 BMC Software, Inc
  • 14. @debbiehutchings #BMCSocial Any topic can be championed through social media with the following mix: Key Business Ideal Activity Role Profile/Personality Activities Value Frequency Can be any level within BMC Listening for conversations about BMC and our Listening & Daily (:30 mins - 1 Reach or Partners. Products. Amplification for our content and Amplifiers hr). conversations. Technical content creator; Few times per week strong SME; passionate user Forum posting/responding; Product blogging; Expert Content (tied to content advocate; day-to-day Product podcasts, videos creation activities) product focus External social network focus (tweeting, Strong industry awareness; retweeting, commenting, sharing) Evangelist Conversation Daily passionate communicator Finding and engaging internal and external influencers Earned position of someone to listen to; Recognizable name, industry probably started as an expert/evangelist Weekly (minimum Industry Brand following, senior amount to keep Leader management level status or it is lost) Social Success will largely be dictated by the commitment and participation within these Roles. 14 © Copyright 11/30/2012 BMC Software, Inc
  • 15. @debbiehutchings #BMCSocial Social Activation at BMC Pocket-Playbooks Listening Third-Party Sites Twitter LinkedIn Tools BMC Communities Google+ Blogging Chatter The Wednesday Measurement Social 15 © Copyright 11/30/2012 BMC Software, Inc
  • 16. @debbiehutchings #BMCSocial Plan Organize Engage  Readiness Assessment  Determine the SME’s  Build in the incentive for Social Activation  Be Realistic about the  Use Gamification resources available to  Readiness Assessment you  Understand your wins  Assign roles and topics and how you are being  Priority & Selection  Coordinate with successful Criteria internal departments  Find your army in non-  Set expectations for social roles social SME’s and time required 16 © Copyright 11/30/2012 BMC Software, Inc
  • 17. @debbiehutchings #BMCSocial How to Get Started Tap into the expertise that’s already there Mess some stuff up Less is More Imitation IS the sincerest form of flattery Build Social into your Business not the other way around 17 © Copyright 11/30/2012 BMC Software, Inc
  • 18. How Social Changed Me 18 © Copyright 11/30/2012 BMC Software, Inc
  • 19. @ErinKAvery #BMCSocial http://canitbesaturdaynow.com/dived/single/404_motivation/ 19 © Copyright 11/30/2012 BMC Software, Inc
  • 20. @ErinKAvery #BMCSocial • Cost Effective (It’s free, most of the time) • Instant gratification • My audience was there • If I’m not there, I’m missing out • It’s #FUN and easy 20 © Copyright 11/30/2012 BMC Software, Inc
  • 21. @ErinKAvery #BMCSocial • Find a place you want to start • Listen/ Watch Your version of social is just • Engage that, it’s your version. • Encourage others • You can’t fail. 21 © Copyright 11/30/2012 BMC Software, Inc
  • 22. @servicesphere #BMCSocial Dec 10: The Contextual Bio Enabled Enterprise @debbiehutchings of Tomorrow Follow @BMCSoftware @ErinKAvery 22 © Copyright 11/30/2012 BMC Software, Inc
  • 23. #BMCSocial Thank You 23 © Copyright 11/30/2012 BMC Software, Inc