Innovating Our Connection to the Marketplace: EMC Marketing in 2009

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2009 was a great year for EMC! Check out all the fantastic ways we innovated in launches, thought leadership, mindshare, social media, user experience, field and partner enablement, events, sponsorships, and field marketing, employee engagement, strategic decision support, and industry recognition.

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Innovating Our Connection to the Marketplace: EMC Marketing in 2009

  1. 1. Innovating Our Connection to the Marketplace: EMC Marketing in 2009 January 2010 © Copyright 2009 EMC Corporation. All rights reserved. 1
  2. 2. “Most of EMC's competitors and customers would probably say that aggressive marketing helped EMC to the top of the storage heap. I am not sure which came first, the recognition of a strategic inflection like RAID or the EMC marketing machine but, together, they gave EMC a decided advantage that re- constructed the storage industry.” “Again, today, EMC seems to be in the fray for the next inflection. One can’t help but admire a company that swings for the bleachers every time they get a chance at bat.” Ray Lucchesi President and Founder of Silverton Consulting 2
  3. 3. Innovating Our Connection to the Marketplace Innovation in Innovation in Innovation in Launches Thought Mindshare Leadership Innovation in Field & Partner Innovation in Events, Innovation in Enablement Sponsorships & Innovation in User Experience Field Marketing Social Media Innovation in Innovation in Strategic Decision Employee Support Engagement 3
  4. 4. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT CLICK ON TEXT NAVIGATION ABOVE AND BELOW Innovation IN LAUNCHES EMC’s First Virtual Launch – Communicating an Industry-Changing Vision – A Coalition for the Future Creating a New Category – Power of Customer and Analyst Validation EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  5. 5. EMC’s First Virtual Launch Symmetrix V-Max IMPACT: Executed EMC’s first global virtual product launch, reaching 7,181 customers on launch day from 83 countries, including 3,316 attending live Q&A sessions. With the element of surprise . . . caught competitors flat-footed with no time to respond. HIGHLIGHTS: • Magellan Award for best campaigns of 2009 • 9th most active story on entire WWW 4/14/09 • Average user spent 48 minutes at the event • 2,100 mentions on Google blog search 5
  6. 6. Communicating an Industry-Changing Vision Fully Automated Storage Tiering (FAST) IMPACT: Communicated a vision for FAST technology; demonstrating how it will change the storage industry today and in the future. Illustrated EMC’s commitment to delivering advancements that impact all of our customers across the mid-tier and high-end. "The aggressive announcement of FAST, before its actual availability, has taken the Hitachi virtualization discussions completely off the table. It just doesn’t come up anymore.” - EMC TC HIGHLIGHTS: “EMC's FAST Route to Storage • 178 analysts briefed before launch Efficiency” - iTWire • Strong executive message in video • Intel partnered web-based ad campaign 6
  7. 7. A Coalition for the Future VCE IMPACT: EMC, Cisco and VMware CEOs joined forces to announce the Virtual Computing Environment coalition, aimed at accelerating customers’ ability to realize the benefits of pervasive virtualization and private cloud infrastructures. “I think we will look back and say this will be the announcement that transforms the future of the data center and the private cloud.” – John Chambers, Cisco HIGHLIGHTS: • Cisco Live webcast had 3,385 attendees • EMC-record 150 press hits in first three days • Joint C-level events held worldwide 7
  8. 8. Making the Vision Real Private Cloud Acceleration Launch IMPACT: First Global Services social media news release launches Private Cloud Acceleration portfolio—establishing EMC as the industry leader with the broadest portfolio of private cloud services and solutions. Hear EMC Executives discuss the opportunities, benefits and challenges that arise when virtualizing data centers and moving toward private cloud. HIGHLIGHTS: • Leveraged Twitter, blogs, YouTube to create awareness and draw over 800 views to news release in first week • Videos from Forrester Research, ESG, Wikibon • Analyst papers from ESG, Clipper, Forrester Research Analyst Papers 8
  9. 9. Creating a New Category Next Generation IT Management with Ionix IMPACT: Advanced EMC’s aspirations as a premier IT management vendor by creating a new software category with Ionix solutions purpose-built for next-generation IT: physical, virtual, and private cloud infrastructures. HIGHLIGHTS: • Over 70 press articles • New blog pulled in over 7,500 visitors • EMEA IDG campaign generated 450 sales leads • “Big 4 plus Ionix” – Gartner analyst at Data Center Conference • Ionix becomes key part of VCE launch 9
  10. 10. Power of Customer and Analyst Validation Backup, Recovery and Archive IMPACT: Strong customer- and industry analyst-led multi-media announcement highlighted the breadth of EMC’s BURA portfolio and deduplication differentiation. Included testimonials from numerous customers and analysts. HIGHLIGHTS: • Over 2,000 total press release views through Q2 • Top social media release at EMC World • Nine webcast events to support launch • 7,500 Powerlink content downloads in Q2 10
  11. 11. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN THOUGHT LEADERSHIP EMC Creates a New Concept – Measuring the Digital Universe – Becoming a Leader in Sustainability Driving Strategic Relevance in Healthcare – EMC as a “Best Place to Work” A Vehicle for Thought Leadership Communication EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  12. 12. EMC Creates a New Concept Private Cloud IMPACT: Drove the concept of private cloud to become a globally accepted vision for the future of enterprise IT as a service. Positioned EMC as the thought leader in private cloud vision and innovation in 2010. HIGHLIGHTS: • Chuck Hollis spearheaded the discussion with thought leadership through his blog • Privatecloud.com launched to foster industry buzz 12
  13. 13. Measuring the Digital Universe EMC-sponsored IDC Study IMPACT: About the only growth rate that hasn’t gone negative since the recession began is the creation of new digital information. IDC’s annual EMC-sponsored study creates year-round awareness and opportunities to reinforce EMC’s role in managing the explosive growth of information. The Digital Universe continues to double every 18 months; it is safe to say that the challenges for enterprise IT will more than double every year 13
  14. 14. Becoming a Leader in Sustainability Communications and Mindshare IMPACT: Published EMC’s most comprehensive report, following the new Global Reporting Index guidelines. This document is one of several initiatives that have catapulted EMC into the rankings of the most high-profile “green” companies. HIGHLIGHTS: • Newsweek Green 100 • Corporate Responsibility Officer's 100 Best Corporate Citizens • Oekom Prime - Socially Responsible Investor Index 14
  15. 15. Driving Strategic Relevance in Healthcare Marketing to Current Trends and Opportunities IMPACT: Expanded EMC’s strategic relevance to healthcare CIOs and elicited 350 unique customer responses through pervasive thought leadership, multi-tier marketing and choice industry and media partnerships —netting $4.5 million in sales opportunities. HIGHLIGHTS: • Two webcasts with ADVANCE for Healthcare Information Executives • Seven executive dinners with healthcare industry facilitator • Front cover article for ON Magazine • Solutions paper syndication through Netline and Healthcare Informatics 15
  16. 16. EMC as a “Best Place to Work” Employment Branding Leverages Social Media IMPACT: Through the use of social media and traditional books and journals, EMC is positioned as a company of choice and thought leader in management models, improving our ability to recruit and retain talent. Facebook: EMC YouTube: EMC Careers Careers Blogs: EMC Careers, Culture, Cool Harvard Business Press Harvard Business Press Harvard Business Review: HIGHLIGHTS: How EMC Maintained Morale While Cutting Costs • Awarded Top Employment Brand Campaign, College Campaign • EMC first among competitors to have unified career branding on SEO job search site, Twitter, Facebook, YouTube • EMCCareers Facebook: over 1,000 fans • EMCCareers on TWITTER: 3,400 followers • EMCCareers on EMC.com – most trafficked area on site 16
  17. 17. A Vehicle for Thought Leadership Communication ON Magazine IMPACT: This EMC publication conveys industry-leading thought leadership columns to customers, partners, and other EMC stakeholders, including journalists and analysts. On Magazine won eight awards in 2009 including one for “Energy-Efficiency Writing”. HIGHLIGHTS: • 9,964 subscribers, 10,000 additional copies distributed each quarter • Apex Awards of Excellence in Print Magazine Category and Energy- Efficiency Writing • Magnum Opus Bronze award for Best Series of Articles • Communicator Silver Awards in Corporate, Copy/Writing, Overall Design, Feature Article 17
  18. 18. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN MINDSHARE Industry Awards and Recognition for EMC – Focusing Worldwide Attention on EMC Critical Role in Acquisition Battle – Enlisting Analysts in EMC’s Vision Establishing EMC as a Partner of Choice – Web-Widget Debuts EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  19. 19. Industry Awards and Recognition for EMC IMPACT: Driven by Public Relations, EMC received 88 awards and recognition distinctions in 2009 for a wide variety of achievements and attributes – from product and service excellence to corporate performance, citizenship, and being a great employer. 40 Best Brands on Twitter FORTUNE: EMC the only tech company in top 10 among all companies for quality of products & services Corporate Responsibility Officer: 100 Best Corporate Citizens Top 50 Best Places to Work CollegeGrad.com: Top 50 Employer of College Graduates VARBusiness: EMC #1 in Network Storage and Training magazine: Storage Mgmt. SW EMC ranked #9 among 100 most Best Workforce Training Mozy influential technology vendors and Development 19
  20. 20. Focusing Worldwide Attention on EMC Media and Analyst Relations IMPACT: EMC’s influential PR and AR programs not only announce and convey news and messages, they help shape and focus worldwide attention on topics that matter most to customers, prospects and shareholders. “One can’t help but admire a company [EMC] that swings for the bleachers every time they get a chance at bat. Not every one is going out of the park, but when they get a hold of one, sometimes they can change whole industries.” Ray Lucchesi, Silverton Consulting HIGHLIGHTS: • Continuing to shift perception of EMC from storage company to technology solutions leader • All-Time EMC record worldwide news coverage • Social Media newsroom launched on EMC.com 20
  21. 21. Critical Role in Acquisition Battle Communications Campaign Throughout Bidding War IMPACT: Positively influenced EMC and Data Domain stakeholder and government regulator perceptions of the value of the merger through strategic public campaigns and background education of journalists and analysts. “EMC is one – if not the – leading expert in IT company acquisitions. NetApp is not.” -- Rob Enderle, Principal Analyst, Enderle Group HIGHLIGHTS: • One of the most widely watched IT acquisitions of 2009 • Clear market understanding that EMC acquired a valuable asset • Broad customer and partner perception that EMC was the right match for Data Domain…not NetApp 21
  22. 22. Establishing EMC as a Partner of Choice EMC Wins ARC Awards for 3rd Straight Year IMPACT: Partner community votes EMC #1 in many categories and the overall winner for Network Storage and Storage Management Software 22
  23. 23. Web-Widget Debuts EMC Information Calendar IMPACT: Annual Information Calendar is an EMC-branded Web “widget” available as a free download on all major social media platforms, featuring a fact or viewpoint about information for every day. Provides sales reps and partners with a way to greet customers and prospects and keep EMC top-of-mind on their screens. HIGHLIGHTS: • 5th annual edition with new feature to add personal “. . . very well done. A different notes (reminders, birthdays, etc.) fascinating fact about data and • 7,944 installs and 450K page views in 2009 information each day.” • 2010 calendar being promoted to many web publishers – USA TODAY Reporter 23
  24. 24. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN SOCIAL MEDIA Blogging Corps Expands Influence – A Growing Presence and Following Online Community Engagement – Recognizing Leadership in Social Media EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  25. 25. Blogging Corps Expands Influence IMPACT: Coordinated blogger development program resulting in 22 official EMC bloggers with over 100 active bloggers across the company. Subject-matter experts from all corners of EMC cover topics ranging from technology to education to employment. Several have become valuable sources for mainstream media, analysts and customers. HIGHLIGHTS: • Top 40 EMC bloggers had over 2 million page views with over 50,000 twitter followers • 22 thought leaders from across EMC furthering brand reach in the social web 25
  26. 26. A Growing Presence and Following Social Media 2008 vs. 2009 Twitter  2008 to 2009: Over 80,000 new followers across EMC  In 2009, 32 new Twitter accounts were created, including Symmetrix, Cloud, and Avamar Facebook  2008 to 2009: Over 3,000 new fans  In 2009, 7 new Facebook fan pages were setup, including Symmetrix, RecoverPoint, Ionix and EMC Forums YouTube  2008 to 2009: Over 400 new videos with over 1,000 new subscribers  In 2009, over 1,500 subscribers with 480,000 channel views 26
  27. 27. Online Community Engagement EMC Community Network IMPACT: Every business unit now leverages EMC Community Network to engage customers & partners on everything from finding solutions, developing on EMC platforms, to supporting existing implementations, sharing ideas, seeking guidance or simply connecting with peers. HIGHLIGHTS: • Over 75,000 registered, active members • . . . another 150,000 casual users • 80% are customers, 161 countries represented • Over 3000 new members each month! • Contributed to growth of over 45,000 members in EMC’s Proven Professional program 27
  28. 28. Recognizing Leadership in Social Media IMPACT: EMC’s focus on social media as a vehicle for internal and external communication has come with great accolades. Internal and external EMC-run communities as well as mainstream social media vehicles are at the forefront of our marketing strategy.  “10 Fortune 500 Companies doing social  “Technology companies like EMC are well media right” - ZDNet represented among early Twitter users.”  “EMC relies on its Facebook page to build its - B2B Magazine reputation as a great place to work.” -Fortune  “Big companies using corporate blogs that  “40 of the best Twitter brands and the people link to corporate Twitter accounts.” behind them.” - Mashable.com - Wall Street Journal “All the hype about businesses using Twitter has so far come to very little. But, if businesses used the social media brains that EMC clearly has working for the company, it could become HIGHLIGHTS: the business tool everyone • Launched social media newsroom on EMC.com dreams it will be.” • 75,000 active EMC Community Network members • 14,000 active employees on EMClOne • 3,316 followers of EMC on Twitter 28
  29. 29. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN USER EXPERIENCE Unifying Software Icons and Interfaces – Online Calculator Shows Savings Scenario-Based Flash Demo – One Source for Partner Success EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  30. 30. Unifying Software Icons and Interfaces New Approach Projects Ease of Use “One EMC” Unity IMPACT: For the first time, EMC began unifying its visual approach to software splash screens and icon systems to strengthen visual commonality and improve user experience. Collaboration among engineering groups, EMC Common User Interface (ECUE) team, and Marketing’s Creative Development team. HIGHLIGHTS: • Set new EMC standard for icon systems and GUIs • Developed icons for management and replication software • Populated three full software systems 30
  31. 31. Online Calculator Shows Savings Celerra Data Deduplication IMPACT: “Learn how you can store more efficiently with Celerra Data Deduplication!” Delivered a simple calculator to demonstrate the savings of new deduplication technology. HIGHLIGHTS: • Tied to launch with International customer validation • 1000s of views in first twelve months 31
  32. 32. Scenario-Based Flash Demo Mid-tier Virtualization-Aware Management IMPACT: Scenario-based flash demo highlighted the new virtualization-aware CLARiiON management capabilities. Demonstrated EMC’s commitment to delivering innovation that helps drive down costs and meet critical service levels in virtualized environments. HIGHLIGHTS: • Tied to VMworld 2009 announcement • Had over 1000 views in first five months • 40% of 398 announcement mentions from blogs 32
  33. 33. One Source for Partner Success Velocity Partner Marketing Guide IMPACT: Developed first global marketing ‘playbook’ for Velocity partners, encompassing information on EMC tools and resources to help partners market and sell. “This is the one location where I HIGHLIGHTS: can drive my partners for a total • Launched Q3’09 – over 500 partner site visits and easy-to-grasp view of • “One location where I can drive my partners for a marketing programs available total and easy-to-grasp view of marketing programs” for the EMC channel partners.” - North America Distributor 33
  34. 34. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN FIELD AND PARTNER ENABLEMENT Making it Simple for the Field – Supporting Data-Driven Decision Making Loyal Customers Speak Volumes – Aligning Business Units for Partner Success EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  35. 35. Making it Simple for the Field Powershots IMPACT: Succinct & highly compelling customer-facing conversations that focus on how EMC is uniquely positioned to solve specific customer challenges. Communicated through use- case “stories” that are relevant, meaningful, and easily repeatable. “This is THE message, which can drive consistent EMC product positioning, and by the way, it works perfectly.” – EMC Rep HIGHLIGHTS: “Crisp and clear. Great to use for • Focuses on EMC’s unique capabilities in a a customer meeting!” – EMC Rep language that is familiar to the customer “It’s short, sharp, to-the-point, and powerful.” – EMC TC 35
  36. 36. Supporting Data-Driven Decision Making EMC Market Intelligence IMPACT: Go-To-Market Strategy supported by new account intelligence analytics. Assessment of customers uncovered more than 2,000 under-penetrated enterprise accounts. Global Marketing Database system tracked effectiveness of 40M marketing touch points. Now successfully predicting the propensity for customers’ and prospects’ next purchase. “The core of GTM is the data... HIGHLIGHTS: EMC’s Market Intelligence Group • 55 million global businesses profiled for opportunity has delivered a massive effort to get • 57,000 customers analyzed for cross-sell our data to a point where we can be • 300,000 marketing leads delivered more precise and prescriptive.” • 7,000 sales users accessing account intelligence – Jeff Casale, EMC Sales • Gartner recognition for segmentation best practices 36
  37. 37. Loyal Customers Speak Volumes Studio E IMPACT: Customer reference community enables EMC to leverage strong customer relationships to validate key corporate initiatives and strategies. Highlights include twenty Studio E members sharing their journey to the private cloud story, customer reference support for all tier ”A” and “B” launches, and helping Sales close deals. HIGHLIGHTS: • Fulfilled 794+ reference requests • 1,687 customers & partners on Roundtable calls • Hosted 500+ customers at EMC World reception • Recruited 1,687 new Studio E Members 37
  38. 38. Aligning Business Units for Partner Success Velocity Incentive Program (VIP) IMPACT: Executed EMC’s first global Partner incentive program designed to reward reps and SEs. Drove incremental partner sales, including 3Cs and BURA, new name accounts, CMA, RSA, and strategic partner product offerings from Cisco, Brocade, Emulex, QLogic and Quantum. NA 193 $135K 259 $197K HIGHLIGHTS: EMEA 125 $52K 294 $130K LA 13 $10K 65 $25K • 1,729 individuals representing 538 companies * EMEA Q3 Sept 1 - Sept 30th participating worldwide * EMEA Q4 data until Dec 21 38
  39. 39. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN EVENTS, SPONSORSHIPS AND FIELD MARKETING Creating the De Facto Industry Event – Using Sports Leaders to Tell Our Story Connecting with Customers Online – Extending the Reach of EMC Forums Enabling Global Consistency & Local Adaptation – Empowering Fast and Flexible Marketing Seizing the Moment – Keeping Marketing Fun – Flying Under the Radar EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  40. 40. Creating the De Facto Industry Event Heavy EMC World Attendance in a Down Economy IMPACT: At a time when most industry events were cancelled due to inclement market conditions, 4,550 customers, partners, press and analysts attended EMC World 2009. Forty-four percent of attendees were experiencing EMC World for the first time. “I use this conference for a crash Poll Question: course on industry direction Would you recommend this from a true industry leader” conference to your colleagues? - John Borchardt, Principal Consultant, Siemens Medical 99% responded YES HIGHLIGHTS: • 4,433 Customer/Partner Registrants • Six Keynotes, 504 Breakout Sessions • 87 Sponsors & Exhibitors • 190 original press articles published 40
  41. 41. Using Sports Leaders to Tell Our Story High-Profile Sports Experiences IMPACT: Traditionally, EMC purchased hospitality to entertain customers. With more expansive offerings, EMC technologies can solve a sports/entertainment company’s IT challenges. By linking the two through sponsorship, our hospitality becomes a richer experience as the team tells our story, and more cost effective through cooperative arrangements. Volkswagen Rally Dakar HIGHLIGHTS: • 2,268 Business-linked tickets to games • Well beyond New England • Real reference stories lead to real revenue 41
  42. 42. Connecting with Customers Online Customer Council Connect IMPACT: In addition to executing the 16th annual Americas and EMEA in-person Council events, launched a new online community, Customer Council Connect, to promote inter-customer dialogue and continue EMC’s interaction with these highly valued customers. “Many thanks to all that made this week’s Council happen. I regard my attendance at these events as a privilege, and value the discussions highly.” “These 3 days tend to be the most valuable conference / workshop days I spend during the year, I hope they continue, and I hope more suppliers adopt the approach!” – GrumpyStorage Blog HIGHLIGHTS: • 148 customers representing 24 countries attended “An exceptionally well organized event, good the live events quality sessions and lots of candid and honest feedback being exchanged between • 84 customers and 73 EMC representatives EMC and customers alike.” participating in Customer Council Connect 42
  43. 43. Extending the Reach of EMC Forums Social Media Leverage IMPACT: Reached 13,399 in-person attendees at simultaneous EMC Forum events in 18 cities worldwide. Executed EMC Forum’s first social media plan engaging over 2000 customers and prospects throughout 2009. 1 2 HIGHLIGHTS: • EMC Forums Twitter followers: 1,600 • 5-6 Tweets per day, 462 Tweets to date • Photo Sharing: 12 albums worldwide 43
  44. 44. Enabling Global Consistency & Local Adaptation Efficiency Campaign IMPACT: First EMC marketing campaign with consistent global marketing execution in all Geos. Enabled global teams to use pre-developed marketing assets, ensuring consistent and efficient campaign execution across the globe. HIGHLIGHTS: • 2,000+ campaign assets downloaded globally • 300+ global marketing activities • Translated global site with 5,500+ views in NA 44
  45. 45. Empowering Fast and Flexible Marketing New Tool Set for Web Campaign Development IMPACT: Accelerated time to market of global online marketing campaigns with the EMC.com Global Campaign Framework. Enabling locally desirable content while staying “on brand” and allowing for common metrics. “Awesome example that campaigns can be sexy and engaging without a total departure from brand and standardized platforms.” - Manager, Online Marketing HIGHLIGHTS: • A modular system, this framework lowers costs, “consistent, engaging, delivers more consistency and ensures online marketing best practices. conform to best practice, and stage our campaigns for success” 45
  46. 46. Seizing the Moment EMC and Data Domain Deliver 14 City Roadshow IMPACT: Simultaneous roadshow in 14 cities across the US on October 21st. “Develop once, execute many” model with consistent content, format, venue and follow-up across all cities. HIGHLIGHTS: • 730 registrants, 432 attendees • 18% of attendees requested an assessment • 37% of attendees requested additional information • 30 appointments set 46
  47. 47. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN EMPLOYEE ENGAGEMENT 30 Years of Innovation, Passion, and Success – Connecting Employees in New Ways Celebrating the Working Mother Experience – Capturing Leadership in Action Giving Back to the Community EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  48. 48. 30 Years of Innovation, Passion, and Success A Year-Long Celebration of EMC’s 30th IMPACT: The 30th anniversary celebration was designed as a tribute to our legacy – and our future. It was a grass-roots celebration in which 40,000 employees could help commemorate this significant achievement through a variety of activities. HIGHLIGHTS: • RunEMC music video received 7,200 hits • 2,700 photos from 3 geos submitted for digital tapestry • Ten Channel EMC anniversary-related stories • Commemorative e-mail footers, wallpaper, and emblem 48
  49. 49. Connecting Employees in New Ways EMClONE IMPACT: Leveraging social media to drive internal business communities and change the cultural fabric of the company. EMClONE has brought us together, made us more productive, allowed us to project our programs broadly and get things done efficiently. “Now, instead of simply sending out a mass email, EMC opens up a company- wide discussion that allows for a feedback mechanism.” - CRM Magazine HIGHLIGHTS: • Over 14,000 employees are active on EMClONE • Every business unit & geography represented • EMClONE is the cultural center of our company • ECN & EMClONE - designated Business Critical 49
  50. 50. Celebrating the Working Mother Experience IMPACT: By showcasing and celebrating EMC working mothers in their own words, this viral, grassroots effort resulted in strong and authentic connections with women around the globe. The 239 page book features essays that highlight the distinctive qualities and culture of the EMC workplace. “. . . the feedback, both from inside and outside EMC, has been universally enthusiastic.” - Natalie Corridan-Gregg, Principal Product Manager Six-time WLF President and Current Advisor Visionary for the book HIGHLIGHTS: • 96 essayists from 15 countries on five continents • Seven essayists submitted in both their native language and English • 7,500 copies printed and distributed worldwide 50
  51. 51. Capturing Leadership in Action 21st Century Communications Model IMPACT: The use of a simple flip video device to capture thoughts, messages and stories from EMC leaders bring an immediacy to employee communications, in a format that is easily consumed. This approach humanizes our leaders, accelerating the flow of information and action, inviting engagement, and connecting people with EMC’s strategy and leaders. HIGHLIGHTS: • Top 10 most viewed content on EMC|ONE • Accolades and appreciation from all major divisions and geographies 51
  52. 52. Giving Back to the Community 2009 Cradles to Crayons Volunteer Initiative IMPACT: During three summer donation drives, EMC employees in Massachusetts donated a record amount of children’s items, filling five 16-foot pods and a 24-foot truck. EMC provided Cradles to Crayons with its largest one-day drive ever. Cradles to Crayons provides greater Boston children with clothing, school supplies, toys and more. “Your company has been the first to really connect with us in all 3 important ways: volunteers, donations and financial contributions. In short, C2C has hit the trifecta with EMC!” - Emma Williams, Director, Cradles to Crayons HIGHLIGHTS: • Recipient of EMC’s 1st ever Community Service Award • Employees donated over 30,000 children’s items • Employees raised over $8,500 • New this year: EMC employees contributed over 500 volunteer hours 52
  53. 53. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation IN STRATEGIC DECISION SUPPORT Consulting for all Aspects of the Business EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  54. 54. Consulting for all Aspects of the Business Strategic Planning and Advisory Group IMPACT: Provide broad support to a range of EMC organizations by translating analysis of market trends and customer needs into actionable recommendations while also providing targeted, high-impact analyses to the field. EMEA 2010 Planning Support: Strategic “You get raving reviews from the European community; this Market Industry Assessm’t Research level of detail is exactly what the markets would love to have Trend Vendor as the foundation for the planning.“ – EMEA Marketing Analysis Mgmt Strategic Global Marketing Planning & EMC TAM Forecast Support Advisory Group Quarterly Customer Mkt Share Council Partner Tracking Summit (EMEA) HIGHLIGHTS: • Quarterly country-level market share tracking RSA Megatrends Project: • 2010 Strategic Opportunities source document “I wanted you to know the value that you’ve • Multiple large-scale market overviews brought to RSA with your talents and • Significant role in COPS GTM initiative commitment to our business.” – RSA Marketing 54
  55. 55. LAUNCHES • THOUGHT LEADERSHIP • MINDSHARE • SOCIAL MEDIA • USER EXPERIENCE • FIELD & PARTNER ENABLEMENT Innovation RECOGNIZED EVENTS, SPONSORSHIPS & FIELD MARKETING • EMPLOYEE ENGAGEMENT • STRATEGIC DECISION SUPPORT • RECOGNITION
  56. 56. Marketing Innovation Recognized Industry Awards  Symmetrix V-Max Launch: Best Communications Campaigns of 2009 – Magellan Award from League of American Communications Professionals (LACP) – "Overtake the Future": highest-rated tech campaign with a score of 95 out of a possible 99 – Recipients from other industries included Pepsi, ESPN, TGI Friday’s, Met Life, and Toyota  Powerlink eServices named among “Ten Best Web Support Sites” by Association of Support Professionals  Gartner award for Innovation in Market Intelligence  EMC.now magazine: – Apex Grand Award for Design & Illustration, Award of Excellence for Magazine & Journal Writing – Magnum Opus Bronze award for Best Signed Editorial or Essay, Print Magazine – League of American Communications Professionals INSPIRE Silver award for Print Quarterly, Named a “Top 50” Internal Publication (rank #18)  ON magazine:  – Communicator Silver Awards in Corporate, Copy/Writing, Overall Design, Feature Article – Apex Awards of Excellence: Print Magazine Category and Energy-Efficiency Writing Category – Magnum Opus Bronze award for Best Series of Articles: Jim Champy “On Change”; Honorable Mention for "Information Heritage” 56

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