Engaging Customers with Social Media

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Talk at Babson College: Using Social Media to Refine the Customer Value Proposition

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  • Role marketing is to interrupt our current thoughtToday we are way too interupted
  • All other content must entertain or inform….
  • Engaging Customers with Social Media

    1. 1. ENGAGING CUSTOMERS WITH SOCIAL MEDIA Keith Paul Chief Listener Babson Social Media Conference April 27, 2012@kemipa #socbiz 1
    2. 2. About EMC • Data Storage • Backup & Recovery • Virtualization • Security • Big Data@kemipa #socbiz 2
    3. 3. EMC’s Social Journey Inside-Out – 2007: Gain proficiency first amongst each other, then take external – Hands-off approach to bloggers – Education & crowdsourcing success – EMC Community Network: over 250k users, 80% customer – EMC ONE: over 76% of employees today – YouTube: http://emc.im/cavemanvideo Today – Corporate team of 11 and distributed team of 100+ social champions tightly integrating Communities, Social Sites, Analysis, Blogs, Gamification, Social Selling@kemipa #socbiz 3
    4. 4. EMC’s Social Strategy• Social to Sales• Social Launches• Community 2.0• Influencer Marketing• Reward & Motivate• Listening for Leads@kemipa #socbiz 4
    5. 5. INTERRUPT@kemipa #socbiz 5
    6. 6. ENTERTAIN@kemipa #socbiz 6
    7. 7. INFORM@kemipa #socbiz 7
    8. 8. @kemipa #socbiz 8
    9. 9. EARNED BEATS PAID@kemipa #socbiz 9
    10. 10. Vision & Opportunity Social SocialBye, Bye Buzz: Education & Tools Champion sLet’s tie social Attractinmeasurement to business g& Engaginquestions. g Conversation  Lead-Gen  Conversation@kemipa #socbiz 10
    11. 11. We worked long and hard… • Interviewed stakeholders across EMC’s social ecosystem • Prioritized 5 use cases • Separated the “how manys” from analysis • Put context to influencer review@kemipa #socbiz 11
    12. 12. Hub and Spoke strategy “Dandelion” model – Hubs: Listening embedded in over 4 orgs; two are inside sales & e-support – Spokes: over 100 community & “embassy” managers – Social Champions represent product marketing & campaign teams; some outside of marketing – 2010 low-tech pilot still thriving, leveraging Google Reader, Twitter, WordPress@kemipa #socbiz 12
    13. 13. @kemipa #socbiz 13
    14. 14. Listening Journey Enabling Hub & Spoke • Social Launches • Customer programs • Social selling Today@kemipa #socbiz 14
    15. 15. Listening Journey SIaaS • Marketing sciences lab • Social BI ‘whitespace’ • Social analysts Tomorrow@kemipa #socbiz 15
    16. 16. SuccessesThe CMO likes it 2011 “MegaLaunch” – 2011 mandate for marketing – Listening targeted 100 industry to listen bloggers, using DIRECT MAIL – 2012 investment 350% over ’11 (gasp!) • 20+ attended NYC eventSpiceworks – 30% of online event reg’d thru social – Networking site for SMB IT pros. – EMC partnered; direct Global Flavor engagement increased 300% – Over 10 internationalized social – “Saved” a customer account “dashboards” highlight engagement at industry eventsSocial Selling… SOLD! Community Focus – Partnered with Twitter rockstar in – Partners & Customers asked for it. inside sales org to create EMC is putting Community FIRST, embedded social team… real-time shifting critical product marketing SocialCRM connected to pipeline and launch dollars to social space@kemipa #socbiz 16
    17. 17. What’s Next for EMC?• Social pipeline – Jive  Attensity  Aprimo  Salesforce.com• Ubiquitous social content hub – Feeds from Traackr, Attensity, EMC bloggers, social web• Drinking our champagne – Feed social BI into EMC Greenplum appliance – “Live” social analytics lab@kemipa #socbiz 17
    18. 18. Questions? Keith Paul Chief Listener, EMC @kemipa #socbiz listencompletely.com keith.paul@emc.com@kemipa #socbiz 18

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