From Listening to Analytics

FROM LISTENING TO ANALYTICS Keith Paul Chief Listener Social Media Analytics Summit April 17, 2012@kemipa #SMAS12 1

About EMC • Data Storage • Backup & Recovery • Virtualization • Security • Big Data@kemipa #SMAS12 2

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

WHY?@kemipa #SMAS12 4

WHY?@kemipa #SMAS12 5

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

Social listening. Social metrics. Social analysis. How do we broadly enable across the organization?@kemipa #SMAS12 7

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

Hub and Spoke strategy Source: Altimeter@kemipa #SMAS12 9

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

Listening Journey Figuring it out • Accelerating EMC’s journey • Telling our story • Content curation 2010@kemipa #SMAS12 11

@kemipa #SMAS12 12

Listening Journey Year of best practices • Tools, training, technology • Event and campaign planning • Dawn of data-driven mktg 2011@kemipa #SMAS12 13

Easy-in• Central listening hub• Existing employee community• Low barrier to entry@kemipa #SMAS12 14

Easy-out• Leverage tool strengths for your org• Not everyone needs the same access or insight@kemipa #SMAS12 15

Listening Journey Enabling Hub & Spoke • Social Launches • Customer programs • Social selling Today@kemipa #SMAS12 16

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

Here’s thetoolbox… HootSuite Attensity Traackr Respond Listening Center of Excellence Attensity Social Analyze Report@kemipa #SMAS12 18

Listening Journey SIaaS • Marketing sciences lab • Social BI ‘whitespace’ • Social analysts Tomorrow@kemipa #SMAS12 19

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

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

Questions? Keith Paul Chief Listener, EMC @kemipa #SMAS12 listencompletely.com keith.paul@emc.com@kemipa #SMAS12 22

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From Listening to Analytics

by Keith Paul

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