Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation How To 2.0 : Social Media Strategy and Execution...
A Brand is … <ul><li>“ A relationship, like  the one you have with a friend.” </li></ul><ul><li>Trusting  ~  Genuine </li>...
Our Employment Brand Objective … “ and those on the Inside  will know that  this   is the ultimate place to be.” - EMC - D...
Why?  Growth in employee productivity $18,600 more market value per employee $3,800 more profits per employee $80,000–120,...
Quiz:  Commitment Drivers <ul><li>____  High pay </li></ul><ul><li>____  Good benefits </li></ul><ul><li>____  Social, Env...
Quiz:  Commitment Drivers <ul><li>____  High pay </li></ul><ul><li>____  Good benefits </li></ul><ul><li>____  Social, Env...
<ul><li>The Company has Great … </li></ul><ul><li>Strategy </li></ul><ul><li>Finances </li></ul><ul><li>Market share </li>...
Can You Imagine an Environment Where <ul><li>____ There is interesting work aligned with you love to do </li></ul><ul><li>...
Introducing The Internal Social Network <ul><li>Interested minds work on what interests them. </li></ul><ul><li>Communitie...
Community Brings Brand Values to Life
Radio Show – “Infotainment”  Community Building
Case Study #1: Culture Community <ul><li>“Day in the Life” idea </li></ul><ul><li>An employee unaffiliated with marketing ...
Case Study #2: Watercooler Community <ul><li>CFO memo to employees on cost cutting </li></ul><ul><li>HRO memo to employees...
Setting your Ambassadors Free External Employment Branding
“ Swimmers” become Strong and Ready to “Go Outside” Organic Brand Ambassadors Emerge Dozens of Bloggers; Hundreds of Micro...
The Ripple Effect: Case Study #3
The Ripple Effect: Case Study #4 2007: Engineer 2009: Blogger Radio Host Mentor Distinguished Engineer Author UR Resource;...
External, Engaging Brand Communities Grow Consistently Reaching and Engaging Millions in your Target Market
Branding Opportunities become like  Viral Fly Paper EMC.com: EMC Careers Campus: EMC Careers EMC ONE, Culture Talk Blogs o...
2.0 Value Far Beyond Branding
Some of the Results <ul><li>Enhanced commitment + pride  </li></ul><ul><li>Employees branding EMC as a great place to work...
2.0 Employment Branding “Resources” <ul><li>$0.00   program  budget </li></ul><ul><li>C reativity </li></ul><ul><li>C ommi...
Some Thoughts for your Product or Cause <ul><li>Are you where the target  market is?  </li></ul><ul><li>Are you leveraging...
Questions? www.pollypearson.com
© Copyright 2009 EMC Corporation. All rights reserved.
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Social Media Strategy and Execution for Branding, Engagement and Recruiting

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Polly Pearson shares EMC's deployment of Social Media strategy and execution for branding, engagement and recruiting.

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  • Title Month Year
  • Title Month Year The top satisfiers go in reverse order: #13 is the top satisfier and #1 is the lowest satisfier.
  • Title Month Year The top satisfiers go in reverse order: #13 is the top satisfier and #1 is the lowest satisfier.
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  • Social Media Strategy and Execution for Branding, Engagement and Recruiting

    1. 1. Polly Pearson VP Employment Brand and Strategy Engagement EMC Corporation How To 2.0 : Social Media Strategy and Execution for Branding, Engagement, and Recruiting
    2. 2. A Brand is … <ul><li>“ A relationship, like the one you have with a friend.” </li></ul><ul><li>Trusting ~ Genuine </li></ul>
    3. 3. Our Employment Brand Objective … “ and those on the Inside will know that this is the ultimate place to be.” - EMC - Dr. John Sullivan
    4. 4. Why? Growth in employee productivity $18,600 more market value per employee $3,800 more profits per employee $80,000–120,000 additional revenue per month Higher profitability Higher customer loyalty Recruitment costs 55% lower Fortune 500 Companies with Engaged Employees Report: Source: Impact of Engaged Employees on Business Outcomes. Ongoing Employee Engagement Research, Hewitt Associates,
    5. 5. Quiz: Commitment Drivers <ul><li>____ High pay </li></ul><ul><li>____ Good benefits </li></ul><ul><li>____ Social, Environ Responsibility </li></ul><ul><li>____ Product Quality </li></ul><ul><li>____ Collegial Work Environment </li></ul><ul><li>____ The right people get recognized and promoted </li></ul><ul><li>____ “Great employer” recognition </li></ul><ul><li>____ Ethics and Integrity </li></ul><ul><li>____ Empowerment; Ability to Innovate </li></ul><ul><li>____ Recognition </li></ul><ul><li>____ Skill and Career Development </li></ul><ul><li>____ Treated with Respect; People Mgt </li></ul><ul><li>____ Interesting Work; Job/Skills Alignment </li></ul>Which do you think are the top 5 satisfiers for employees? *EMC Corp; Corp Exec Board, 2006
    6. 6. Quiz: Commitment Drivers <ul><li>____ High pay </li></ul><ul><li>____ Good benefits </li></ul><ul><li>____ Social, Environ Responsibility </li></ul><ul><li>____ Product Quality </li></ul><ul><li>____ Collegial Work Environment </li></ul><ul><li>____ The right people get recognized and promoted </li></ul><ul><li>____ “Great employer” recognition </li></ul><ul><li>____ Ethics and Integrity </li></ul><ul><li>__ 5 __ Empowerment; Ability to Innovate </li></ul><ul><li>__ 4 __ Recognition </li></ul><ul><li>__ 3 __ Skill and Career Development </li></ul><ul><li>__ 2 __ Treated with Respect; People Mgt </li></ul><ul><li>__ 1 __ Interesting Work; Job/Skills Alignment </li></ul>Which do you think are the top 5 satisfiers for employees? *EMC Corp; Corp Exec Board, 2006
    7. 7. <ul><li>The Company has Great … </li></ul><ul><li>Strategy </li></ul><ul><li>Finances </li></ul><ul><li>Market share </li></ul><ul><li>Growth Opportunities </li></ul><ul><li>Brand Leadership </li></ul><ul><li>Customer List </li></ul><ul><li>Track Record </li></ul><ul><li>You have Great … </li></ul>When Hoping to Engage Employees … B2B Language “ All about us” B2C Language “What’s in it for me?” A Change of View is Needed
    8. 8. Can You Imagine an Environment Where <ul><li>____ There is interesting work aligned with you love to do </li></ul><ul><li>___ You and your ideas are treated with respect </li></ul><ul><li>___ You get immediate recognition, feedback, and encouragement </li></ul><ul><li>___ You get to learn new skills, get mentored, and interact with interesting people in a place where social skills are not a requirement. </li></ul><ul><li>____The only tolerated behavior is supporting, constructive, and trusting </li></ul><ul><li>___ You are empowered to contribute wherever and however you wish </li></ul><ul><li>___ You can become a “star” based on your thoughts and contributions -- regardless of your position, location, race or gender </li></ul><ul><li>___ You feel as though you are part of something big and great. </li></ul><ul><li>___ You are empowered to make it even better. </li></ul>
    9. 9. Introducing The Internal Social Network <ul><li>Interested minds work on what interests them. </li></ul><ul><li>Communities determined by community </li></ul><ul><li>“ Featured People” chosen by featured people </li></ul>“ Fear not, we’ll teach you how to swim; we’re here to catch you; you are safe, among family.” 160 + Communities; 4.5 million views each month
    10. 10. Community Brings Brand Values to Life
    11. 11. Radio Show – “Infotainment” Community Building
    12. 12. Case Study #1: Culture Community <ul><li>“Day in the Life” idea </li></ul><ul><li>An employee unaffiliated with marketing or HR takes the lead </li></ul><ul><li>Community re-writes photo policy </li></ul><ul><li>300 photos from around the world submitted </li></ul><ul><li>29,000 views in first 5 days </li></ul><ul><li>Employee quote: “Best Company Happening Ever” </li></ul><ul><li>EMC China adopts for New Hires </li></ul><ul><li>COE New Hires get on EMC ONE </li></ul><ul><li>Post Creative Photo </li></ul><ul><li>Best Photo Wins </li></ul><ul><li>Home base for New Hire Events </li></ul>Free. <ul><li>Marketing “Pride Committee” launches “Day in Personal Life” Photo Contest </li></ul><ul><li>Amazing submissions </li></ul><ul><li>Winners recognized </li></ul>
    13. 13. Case Study #2: Watercooler Community <ul><li>CFO memo to employees on cost cutting </li></ul><ul><li>HRO memo to employees on change to vacation policy </li></ul><ul><li>Michelle LaVoie, individual contributor, starts a discussion called “Constructive Ideas to Save Money?” </li></ul><ul><li>400 + ideas from around the world submitted … string active for 9 months + counting </li></ul><ul><li>23,000 views </li></ul><ul><li>CFO Cost Transformation office analyzing ideas and reporting back </li></ul><ul><li>Ideas being put to use; employees feel heard. </li></ul><ul><li>Company saving money. </li></ul>Free. HBR Feature September, 2009
    14. 14. Setting your Ambassadors Free External Employment Branding
    15. 15. “ Swimmers” become Strong and Ready to “Go Outside” Organic Brand Ambassadors Emerge Dozens of Bloggers; Hundreds of Micro-Bloggers
    16. 16. The Ripple Effect: Case Study #3
    17. 17. The Ripple Effect: Case Study #4 2007: Engineer 2009: Blogger Radio Host Mentor Distinguished Engineer Author UR Resource; Newsletter author Brand Ambassador Speaker Innovation “Press” “ Professor” Exhilarated Employee
    18. 18. External, Engaging Brand Communities Grow Consistently Reaching and Engaging Millions in your Target Market
    19. 19. Branding Opportunities become like Viral Fly Paper EMC.com: EMC Careers Campus: EMC Careers EMC ONE, Culture Talk Blogs on EMC Culture & Careers Facebook: EMC Careers Twitter: EMC Careers YouTube: EMC Careers
    20. 20. 2.0 Value Far Beyond Branding
    21. 21. Some of the Results <ul><li>Enhanced commitment + pride </li></ul><ul><li>Employees branding EMC as a great place to work </li></ul><ul><li>Brand rep as “Cool” / “Innovative” </li></ul><ul><li>Record “Best Places to Work” Awards; PR </li></ul><ul><li>Renewed small co., “family” feeling. </li></ul><ul><li>Spike in Resumes per Requisition </li></ul><ul><li>The Red Rope Effect in Tweets </li></ul>
    22. 22. 2.0 Employment Branding “Resources” <ul><li>$0.00 program budget </li></ul><ul><li>C reativity </li></ul><ul><li>C ommitment </li></ul><ul><li>C ollaboration </li></ul>
    23. 23. Some Thoughts for your Product or Cause <ul><li>Are you where the target market is? </li></ul><ul><li>Are you leveraging your networks to build awareness and relationships? </li></ul><ul><li>Are you leading with the genuine in voice and tone? </li></ul><ul><li>Are you empowering and leveraging others? </li></ul><ul><li>Are you facilitating greater employee satisfaction by enabling them to help you, help others, and help themselves? </li></ul><ul><li>Are you interesting? </li></ul><ul><li>Are you relevant? </li></ul>Be Found. Be True. Be Talked About.
    24. 24. Questions? www.pollypearson.com
    25. 25. © Copyright 2009 EMC Corporation. All rights reserved.
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