Sasquatch, Robot Lions, Biggie Smalls, & Other Miscellaneous Themes

@ThomLytle© Copyright 2014 EMC Corporation. All rights reserved.

S A S Q U A T C HR O B O T L I O N SB I G G I E SM A L L S& OTHER MISC THEMESA journey through the world of social media in a large B2B tech enterprise.

Boston University | May 1, 2014


Excuses

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Us

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1996 - 1999

1999 - 20052007 - Present

I WORK HERE

I WORKED HERE


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Us

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I HAVE THESE

MBA BSMarketing & ManagementSocial & Innovation


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3

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Excuses

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Us

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I’VE LIVED HERE


Us

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Us

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Us

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145k

56k

11k 6k

340k

(killer) content

VOLTRONEMC’s social media presence is focused on these 5 platforms. At a corporate level, we garner a over 500k fans/followers across these social embassies.

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Us

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CORPORATEACCOUNTS

LISTENING OPERATIONS

TRAINING &ENABLEMENT

COMMUNITIESCAPABILITIESLAUNCHES BLOGSEVENTS

ANALYSIS

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THE TEAMThe Social Business Team includes generalists and specialists across all areas of social media. We do not have any maritime explorers.


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THE TEAMThe Social Business Team includes generalists and specialists across all areas of social media. We do not have any maritime explorers.

CORPORATEACCOUNTS

LISTENING OPERATIONS

TRAINING &ENABLEMENT

COMMUNITIESCAPABILITIESLAUNCHES BLOGSEVENTS

ANALYSIS


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EMC WOULD LIKE YOU TO LEARN

HOW SOCIAL MEDIA CAN MAKE YOU

MORE EFFECTIVE IN YOUR ROLE.

THE SOCIAL TEAM CAN SHOW YOU HOW.


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PROBLEMS

SOCI

AL A

CCO

UNTS MO’


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@ThomLytle© Copyright 2014 EMC Corporation. All rights reserved. 12

Jeremiah

Owyang


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is the unstructured and often unregulated proliferation of social media accounts

in an enterprise - making it difficult for your customers to

easily find and consume your

social media content.

SOCIAL SPRAWL noun /ˈsōSHəl sprôl/

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Social Sprawl

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@ThomLytle© Copyright 2014 EMC Corporation. All rights reserved. 14

Twitter

Facebook

YouTube

LinkedIn

Flickr

25 50 75 100

Industry Average EMC

HOW DID EMC STACK UP IN 2012?


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SIX MUST BE BETTER THAN ONE, RIGHT?


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P’s, Q’s & A’s

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ARE YOU HIT WITH THE STICK?The ‘Hockey Stick Effect’ is visual proof that your social marketers are spreading your message too thin.


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P’s, Q’s, & A’s

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30,000

60,000

90,000

120,000

150,000

EMC

Corporation

EMC

India

Mozy

EMC

Careers

EMC

World

RSA

EMC

IT M

anagement

EMC

Docum

entum

RSA

Conference

EMC

Forum

EMC

VM

AX

EMC

Korea

EMC

Israel

EMC

Nederland

EMC

Sverige

EMC

VN

X and V

NX

e

EMC

Belux

EMC

Mom

entum

EMC

VPLEX

EMC

Avam

ar

EMC

UK

and Ireland

EMC

Latinoamérica

EMC

Brasil

EMC

France

EMC

RecoverPoint

EMC

NetW

orker

EMC

SourceOne

EMC

Deutschland

EMC

Global Services

EMC

Captiva

EMC

Southern Africa

EMC

España

EMC

Japan

Greenplum

EMC

Norge

EMC

Docum

ent Sciences

EMC

Isilon

Syncplicity

EMC

Hellas

EMC

Portugal

EMC

Italia

EMC

Select

EMC

APJ C

hannel Dev

EMC

TV

EMC

Danm

ark

EMC

Backup and Recovery

EMC

Public Sector

EMC

Switzerland

EMC

Thailand

EMC

Suomi

18,000

36,000

54,000

72,000

90,000

Fans Engagement

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Boneyard


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Flux CapacitorKILL ‘EM ALLEvery ‘official’ social account is an embassy of your brand in the eyes of your customers. Don’t be afraid to tighten your social media presence by cutting off some dead weight.

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A LESS MORBID SOLUTIONOur engine is ubiquitous publication environment providing direct access to source and seed content across our entire ecosystem of social accounts.

Now breathe...


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THE XMASTREETEST

One simple test tells you everything you need to know about an organization’s marketing alignment and social media strategy.

It’s particularly useful if you are job hunting.


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Step 1

Visit http://twitter.com/search and enter the company’s or organization’s name.

Step 2

Select “People” from the search options to restrict results to only accounts.

Step 3

Cringe as you discover just how unaligned that company’s Twitter accounts actually are.

http://twitter.com/search

http://twitter.com/search


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TIERS OF JOYEMC’s social account branding is clean, recognizable, and most importantly - scalable. Accounts are organized and branded based on their category and we work with our translation team to “globalize” certain features.

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NL GS LE IELLINGSSTORYSasquatch


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30%aren’t sure what they

want

60% already know

what they want

ELLINGSSTORY


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Source: Corporate Executive Board Study


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IT EXISTSAND I HAVE PROOF(cue X-Files theme)

The most elusive creature in B2B marketing is the existence of financial return from investment in social media.

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NAME REDACTEDFor dramataic purposes only - he’s Gerry Moran and a smart guy


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DAUNTINGFinding a lead in a sea of social conversations is daunting. In the past, we tried and failed to plug sales directly in to that firehose.

LEAD

SALES

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Sasquatch


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TRIAGE

THE KEYThe key to social ops monetization is having a ‘triage’ resource staffed to cull down the large amount of potentialleads.

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Tip JarTHE FUNNELWe’ve all heard that the traditional buying funnel has changed significantly.

The long-treasured paradigm�of sales & marketing, is�quickly disintegrating. Prospects no longer move down�the funnel in an orderly, predictable process.

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TECHNOLOGY

TRIAGE

SUSPECTS

QUAL SUSP.

LEADS

LP


Sasquatch


Tip JarFinds conversations on social networks and public forums in real time, using 4 sets of keywords:

1. Sales-related words2. EMC product names3. Competitor product

names4. Use exclusion filters to

remove noiseAutomatically adds all identified conversations in the Triage queue.

HOW IT WORKS

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TECHNOLOGY

TRIAGE

SUSPECTS

QUAL SUSP.

LEADS

LP


Sasquatch


Tip JarReviews conversations in social listening technology queue and identify the relevant ones.

Tags these conversations by Type and Priority.

Routes sales-related conversations to the Sales queue.

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TECHNOLOGY

TRIAGE

SUSPECTS

QUAL SUSP.

LEADS

LP

HOW IT WORKS


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Tip JarAn inside sales representative is assigned based on the defined coverage model. This is determined by:

1. Time / Day2. Platform3. History4. Priority (i.e. hotness)

The rep attempts to initiate a dialogue to further understand needs and budget.

Opportunities are qualified, pursued, and hopefully passed.

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TECHNOLOGY

TRIAGE

SUSPECTS

QUAL SUSP.

LEADS

LP

HOW IT WORKS


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THE FOLLOWING IMAGE IS THE MOST BEAUTIFUL VIEW OF SOCIAL MEDIA YOU WILL EVER SEE.


Title goes here

Yada 6

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LISTENING TOOL


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Title goes here

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Sasquatch


Tip JarDuring our annual conference, a prospect tweeted about his desire to replace an aging system with an EMC VNX 5100.

We “caught” the tweet and started a dialogue.

After a handful of exchanges with him in a 3-week period, he still wasn’t quite ready.

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CASE STUDY Shhh...

Shhh...


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A few weeks later, our he then decided to visit a popular technology forum and asked the members their opinions on the 5100. Our listening program also caught that one. A member encouraged him to consider the next model up, a 5300.

Shhh...


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Based on the forum member’s suggestion, he sought a demo of the 5300.

After the demo he took to Twitter to share his impressions - he was ‘blown away’.

That initial casual Tweet turned into a considerable sale for EMC, and was also directly attributed to social media within SFDC.

We found the Sasquatch!

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Shhh...


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Events generate both direct and peripheral social buzz. Listen for

opportunities.

In consideration, social buyers check multiple sources and multiple sites.

Peer feedback is agnostic and very powerful. Peers can persuade or easily dissuade.

An end-to-end social buying

cycle can span months, quarters, or even years.

#1 2 3

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WHAT WE TOOK AWAY


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7513

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1,100

37565

55

$560k

PILOT(ACTUAL)

FULL-SCALE(EXPECTED)

$1.4m/Q

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SO HOW DID WE DO?

TECHNOLOGY

TRIAGE

SUSPECTS

QUAL SUSP.

LEADS

LP

/QShhh...


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Our Listening for Leads pilot was 13.5x more efficient at converting leads than EMC’s average for marketing and 1.5x the average of other inbound efforts.

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13.5x



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P’s, Q’s, & A’s<3 DATASocial Media is no longer the wild-wild west of marketing. No longer can you hide behind data limitations and changing definitions.

Data is your key to the right strategy, and the best way to grow a team.

Learn to love data.

45<3<3 <

3 <3 <3


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KNOW YOUR AUDIENCE

It’s easy to get excited about about a little a few advocates and a little engagement, but make sure your social content is relevant to your larger audience. After all, they fill the seats.


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P’s, Q’s, & A’sBE YOUThe social media job applicant market is filled with “gurus”, “rockstars”, “experts”, “mavens”, and “ninjas”.

It’s kind of creepy

Just be yourself and stand behind your results and you’ll be sure to stand out.

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P’s, Q’s & A’s

QUESTIONS?

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THANK YOU