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From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
From Listening to Analytics
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From Listening to Analytics

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Presentation given Apr. 17, 2012 at the Social Media Analytics Summit (#smas12).

Presentation given Apr. 17, 2012 at the Social Media Analytics Summit (#smas12).

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  • Self-helpCustom book-covers!
  • Hub & Spoke (current state)Benchmarking metrics High adoption & aggregationPilotsEngagementSocial SalesAnalyst RelationsLimited capacityInfluence & AnalysisSentiment
  • Hub & Spoke(future state)Engagement (HootSuite)Group workflowArchivingInfluence social funnelInfluence (Traackr)Contextual searchAnalysis (Analyze)Deep sentimentAdvanced opportunity identification
  • Transcript

    • 1. FROM LISTENING TO ANALYTICS Keith Paul Chief Listener Social Media Analytics Summit April 17, 2012@kemipa #SMAS12 1
    • 2. About EMC • Data Storage • Backup & Recovery • Virtualization • Security • Big Data@kemipa #SMAS12 2
    • 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 today – EMC ONE: over 76% of employees today Today – Corporate team of 11, tightly integrating Communities, Social Sites, Analysis, Bloggers, Gamification@kemipa #SMAS12 3
    • 4. WHY?@kemipa #SMAS12 4
    • 5. WHY?@kemipa #SMAS12 5
    • 6. Vision & Opportunity Listening ListeningBye, Bye Buzz: Education & Tools Champion sLet’s tie social Attractinmeasurement to business g& Engaginquestions. g Listening for Leads@kemipa #SMAS12 6
    • 7. Social listening. Social metrics. Social analysis. How do we broadly enable across the organization?@kemipa #SMAS12 7
    • 8. 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 #SMAS12 8
    • 9. Hub and Spoke strategy Source: Altimeter@kemipa #SMAS12 9
    • 10. 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 #SMAS12 10
    • 11. Listening Journey Figuring it out • Accelerating EMC’s journey • Telling our story • Content curation 2010@kemipa #SMAS12 11
    • 12. @kemipa #SMAS12 12
    • 13. Listening Journey Year of best practices • Tools, training, technology • Event and campaign planning • Dawn of data-driven mktg 2011@kemipa #SMAS12 13
    • 14. Easy-in• Central listening hub• Existing employee community• Low barrier to entry@kemipa #SMAS12 14
    • 15. Easy-out• Leverage tool strengths for your org• Not everyone needs the same access or insight@kemipa #SMAS12 15
    • 16. Listening Journey Enabling Hub & Spoke • Social Launches • Customer programs • Social selling Today@kemipa #SMAS12 16
    • 17. With listening,I want to… interact with social audiences link social track to sales influential pipeline voices Listening Center of Excellence understand understand sentiment reach & & trends impact@kemipa #SMAS12 17
    • 18. Here’s thetoolbox… HootSuite Attensity Traackr Respond Listening Center of Excellence Attensity Social Analyze Report@kemipa #SMAS12 18
    • 19. Listening Journey SIaaS • Marketing sciences lab • Social BI ‘whitespace’ • Social analysts Tomorrow@kemipa #SMAS12 19
    • 20. 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 event IRLSpiceworks – 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 embedded social team… real-time FIRST, shifting critical product SocialCRM connected to pipeline marketing and launch dollars to social space@kemipa #SMAS12 20
    • 21. What’s Next for EMC?• Social pipeline – Jive  Attensity  Aprimo  Salesforce.com• Ubiquitous social content hub – Feeds from Traackr, Attensity, EMC bloggers, non-EMC bloggers• Drinking our champagne – Feed social data as BI into EMC Greenplum appliance – “Live” social analytics lab@kemipa #SMAS12 21
    • 22. Questions? Keith Paul Chief Listener, EMC @kemipa #SMAS12 listencompletely.com keith.paul@emc.com@kemipa #SMAS12 22

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