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

Collaboration in Communities Control 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 Interactions Enterprise Support Services Jul - Sep 2007 Q2 - FY08 Jul - Sep 2008 Q2 - FY09 Jul - Sep 2009 Q2 - FY % 2.4% 36.9% 6.3% 60.3% 23% 74.1% 2.9% Connect Community Activity Phone, , and Web Case Interactions KB Search Activity 2,935,409 Total Customer Interactions 6,621,619 Total Customer Interactions 2.8% 9,504,761 Total Customer 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 Knowledge Community Foundation 6

You Get What You Measure The OLD Measurement Strategy 7 Community Moderation & Assistance Knowledge Sharing and Improvement Case work Phone work Time to Resolution Customer 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 Measure The NEW Measurement Strategy 8 Knowledge Sharing 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 Knowledge Community Foundation 9

Symantec Connect: Our Company-Sponsored External Community 10

Previous Symantec Community Sites 11 The JuiceSymantec Technology Network Altiris Tech Support Forums Security Response Blogs PR Blogs Product Blogs Threat Report Partner Technical Forums Developer Portals Building a Single Community With Web 2.0

So What is Connect? Symantec Connect Security Storage Management Clustering & Replication Endpoint Management Backup & Archiving Inside Symantec Forums Articles Blogs Videos Downloads Ideas Groups UTILITIES COMMUNITIES Building a Single Community With Web

13 Building a Single Community With Web 2.0

14 Building a Single Community With Web 2.0

15 Building 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 responseLukeS +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 Building a Single Community With Web 2.0 BE CAREFUL – DO YOU REALLY NEED THIS?

17 Building a Single Community With Web 2.0

Trusted Advisors ROLEPosts Per PersonMarked Solved Trusted Advisor Symantec Employee140.4 Standard User 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. Building a Single Community With Web

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 Building a Single Community With Web 2.0

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 Building a Single Community With Web

21 Social Network Map 21 Embracing 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

Proactive Support to External Communities 23 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 Twitter: RRoseSYMC 24