Panel: Fostering and Supporting Conversations

1. Panel: Fostering and Supporting Conversations Moderator: Rachel Happe, The Community Roundtable Panelists: Claire Flanagan, CSC Chris Howe, Avid Naomi Marr, Recent Ciena

2. Who • Rachel Happe, Principal • Where • The Community Roundtable is a private peer network for community managers and social media practitioners. • Why: • To further the discipline of community management and provide practitioners a place to find peers, best practices, and resources to help them approach their day-to-day tasks.Home office workers and traveling/‘on-site’ consultants • ~45 Members

3. Who • Claire Flanagan, Senior Manager, KM and Enterprise Social Collaboration • Where • CSC is a 50 year strong, Fortune 200 global technology, business services company • Why: • 90K employees in 90 countries • Home office workers and traveling/‘on-site’ consultants • Enterprise 2.0 to enable behaviors mandated by CSC’s strategy: Connect People to People, Content, and Communities • What: • Employee Community “C3: Connect. Communicate. Collaborate.”

4. CSC C3 : Connect. Communicate. Collaborate. CSC Case Study • Strong Adoption • 20,000 registered users in 20 weeks (now ~ 30K) • Average 1 MPV/Month with 150K Activities • 2100 communities of practice/interest and water-cooler type topics • 55% “consumers”, 45% “creators” • 55% of all activities are conversations • Why conversations matter? • Reduce new customer acquisition costs • Drive revenue and innovation • Builds relationships; collapses time zone/distance barriers • Builds company loyalty – “Proud 2B CSC” • Protects company IP

5. Web Site Globalization Strategy • Who: • Christina Howe, Director, Global Online Marketing • Where: • Avid creates the technology that people use to make the most listened to, most watched and most loved media in the world.  • Why: • Reduce costs; support call deflection • Ensure customer success • Understand & improve brand sentiment • What: • Avid [pro video] community

6. Avid [Pro Video] Case Study A Vibrant Community: • Approx 62,000 total members • 9672 new members; 50% YoY increase • 44% active members • 69,229 contributions up 36% YoY Why conversations matter? • Customer Success: identify trends • Note & report customer requests needing immediate assistance • Identify topics requiring FAQ’s or blog posts • Brand Enthusiasm: turn customers into fans, driving loyalty, word-of-mouth • Demand Generation: awareness, interest and action on our conversations • Sales: find new markets, customers for our solutions • Innovation: product feedback and/or ideation for R&D

7. Who: • Naomi Marr, independent • Web marketing, social media and community management • Where: • Ciena - Director of Web Marketing and Community Management • Provider of hardware, software and services that allow service providers (I.e., triple play providers) to build networks that give them a competitive advantage • What: • Ciena partner and employee communities • Why: • One-on-one partner prime relationship costly for Ciena • To develop tighter relationships with partners so as to improve both parties’ revenue stream • Existing partner portal didn’t used but not improving Ciena loyalty • Ciena’s connections on LinkedIn, Facebook, and Twitter all seeing triple-digit growth – acceptance of new communication methods

8. Ciena partner community case study • Q3 metrics (as of July 2009) • 350 partner members, 147 with full profiles • Profiles span 46 companies from all regions • 1-year goal was 50 partner profiles (by November 5, 2009) • 448 Ciena employee members, 140 with full profiles • 250 posts from 40 members (blogs, discussions, and files) • Partner community has a page view rate 2.5 times greater than Ciena.com site • Why conversations matter? • Lurkers convert to opportunities, too • Online conversations feed offline relationships (and vice versa) • It’s a matter of trust

9. Join the Conversation on • @rhappe • @cflanagan • @NaomiMarr • @chhowe