The Journey to the Engaged Enterprise

Back in 2007, we set out on a journey to fundamentally transform the way we do business. We knew at the time that this wasn't as simple as flipping a 'social switch', spinning up a community or establishing a brand presence on Facebook.

Rather, we knew that we were embarking on something really big and transformative. We knew that the journey would be challenging, but also exciting, and that the rewards on the other side were simply enormous.

A bit over three years in and I think we're well on track. We've established an extremely high-degree of 'social proficiency' across our global workforce, and use tools such as EMC|ONE, the EMC Community Network, Facebook and many other channels to engage our audiences in new and meaningful ways.

During a recent engagement with the team from Ants Eye View, it became quickly evident that they saw this evolution as a journey much like we did. In fact, I had the pleasure of seeing the following piece come together in real-time as we worked through our initiative together.

From real-world experience, this resonates with me a ton. Enough so that I simply had to share it with you, in hopes of helping you along your own journey.

Clicking on the image will pop up a larger version that's a bit easier on the eyes...

As I step back and look at our own evolution, I'd suggest we're somewhere between stages two and three. We've moved well past Social being an interesting experiment or hobby... It's now a fundamental part of how we do business.

Note the accelerator / decelerator indicators on the bottom. As you progress further along on the journey, you start to focus on the basic rewiring of traditional thinking. In relative terms, introducing new concepts is considerably easier than changing well-rooted business thinking and processes.

But what's the end game? The fully engaged enterprise... A state where you've developed meaningful and collaborative relationships with your audience. You're able to predict customer challenges before they surface, and add a level of value to their business unlike ever before.The customer relationship transforms from being the consumer of your business to being at the very center of your business.

They're not a customer anymore - they're your partner. THAT'S a big deal.

I've been involved in the digital space since before the web was 'the web'. I've seen some real game-changers... But *nothing* that comes close to the impact of the journey we're all on.

So where are you on your journey? Do the different stages resonate with your experience?

Len D
@LenDevanna

Comments

[sean O'Driscoll]

Great post Len...and of course I'm a fan of the model. Thanks for you support, it's been a pleasure to be a partner in the process.

Sean

Sean O'Driscoll
CEO
Ant's Eye View

[Steve Alter]

It's nice to see the Journey, Len, bet even better to see what EMC is actually DOING to make real change for your business, your employees and your customers. Congratulations to you!

Steve

Steve Alter
Social Business Strategist
Ant's Eye View

[Meg Loncto]

Len--This is really interesting! From a total outsiders point of view, I would agree with where you are on the journey although I would put you more in stage 3 than 2. Regardless, reflecting on that it’s clear how much effort it takes to drive such evolution.

Is there any thought about which stages are the most difficult to get to—for example, is there a larger gap between the first two stages than the later two? Is there any consideration that a ground swell or certain type of momentum that makes it easier to get to the later stages? Just curious…really interesting stuff!

[Len Devanna]

Thanks to Sean and Steve for the comments. Keep doing what you folks do best - driving meaningful and measurable change in the industry.

Meg - At the risk of simplifying, I'd suggest that the earlier on in the journey, the easier it is to drive real change.

For us at EMC, we were introducing capabilities and, while we were filling a gap, I don't quite think folks knew the gap existed in 2007. In a sense, it was easier to get the train moving than having to figure out how to redesign the engine while going at full speed (which, to some extent, is where we are now).

Some years in - as we focus even deeper in improving core business processes, it does get a tad trickier - albeit still incredibly exciting, challenging and rewarding!

[Nick]

Great information and written in a way anyone can understand. I'l be back. Thankyou