EMC Corporation is a global leader in enabling businesses and service providers to transform their operations and deliver IT as a service. The company is on a social listening journey, with the goal of making social media engagement a part of the company’s core business processes. Join Keith Paul, Chief Listener at EMC, for this complimentary webinar to learn how the company is using social analytics solutions from Attensity to go beyond social monitoring to deliver detailed, real-time analysis of social customer conversations.

1. FROM LISTENING
TO REAL-TIME
SOCIAL ANALYTICS
Keith Paul
Chief Listener
An Attensity Webinar
May 30, 2012
@kemipa # AttensityWebinar
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2. About EMC
• Data Storage
• Backup & Recovery
• Virtualization
• Security
• Big Data
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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
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4. WHY?
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5. WHY?
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6. Vision & Opportunity
Listening Listening
Bye, Bye Buzz: Education
& Tools
Champion
s
Let’s tie social Attractin
measurement to business g&
Engagin
questions. g
Listening for Leads
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7. Social listening.
Social metrics.
Social analysis.
How do we broadly enable
across the organization?
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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
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9. Hub and Spoke strategy
Source: Altimeter
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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
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11. Listening Journey
Figuring it out
• Accelerating EMC’s journey
• Telling our story
• Content curation
2010
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12. @kemipa # AttensityWebinar
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13. Listening Journey
Year of best practices
• Tools, training, technology
• Event and campaign planning
• Dawn of data-driven mktg
2011
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14. Easy-in
• Central listening hub
• Existing employee
community
• Low barrier to entry
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15. Easy-out
• Leverage tool strengths
for your org
• Not everyone needs the
same access or insight
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16. Listening Journey
Enabling Hub & Spoke
• Social Launches
• Customer programs
• Social selling
Today
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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
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18. Here’s the
toolbox… HootSuite
Attensity
Traackr
Respond
Listening
Center of
Excellence
Attensity Social
Analyze Report
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19. Beyond Listening: Social Analytics with Attensity
Attensity Pipeline ATTENSITY COMMAND CENTER
150M+ social media
and online sources
Enriches and tags the data Real-time
Extracts people, places, things, social
events analytics
Custom Data
ATTENSITY ANALYZE
Root cause,
Prefilter Reach People trending
over time
Keyword
DeDuplicate Things
Sentiment
Language ID Relevancy Events
Spam Social ATTENSITY RESPOND
Relationships Klout Score engagement
Detection
Influence Demographic
Geo Data
Score Data
3rd PARTY BUSINESS APPLICATIONS
19 5/30/2012 l Footer
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20. Real-Time Social Analytics at EMC World 2012
• 15,000 attendees
• Used Attensity
Command Center to
deliver live,
continuously updated
reports of social
media conversations
taking place around
the event
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21. Up to the Second Insights
Extract
detailed
insights
including:
– demographic
– Geographic
– influencer
scores
– and more
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22. Detailed Insights from Multiple Sources
Top
mentions in
Social Media
Key themes
shown in tag
clouds
Top
mentions in
Forums
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23. Analyzing Feedback from ECN Forum
Detailed
Mentions include
Full Backup, etc
Support
Forums have
highest
volume
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24. Previewing the Text of Forum Posts
Preview the
text of posts
Extracts
structured data
from
unstructured post
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25. Analyzing Product Feedback
What are Feedback on
customers product
talking about? suggestions
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26. From Insight into Action
Attensity Respond for social
media engagement
Organizes messages into
queues
Respond to posts on multiple
social networks (Facebook,
Twitter, blogs, etc.)
Automated workflow routes
to right person for response
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27. Listening Journey
SIaaS
• Marketing sciences lab
• Social BI ‘whitespace’
• Social analysts
Tomorrow
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28. Successes
The CMO likes it 2011 “MegaLaunch”
– 2011 mandate for marketing – Listening targeted 100 industry bloggers,
to listen using DIRECT MAIL (gasp!)
– 2012 investment 350% over ’11 • 20+ attended NYC event IRL
– 30% of online event reg’d thru social
Spiceworks
– Networking site for SMB IT pros. Global Flavor
– EMC partnered; direct engagement – Over 10 internationalized social
increased 300% “dashboards” highlight engagement at
– “Saved” a customer account industry events
Social Selling… SOLD! Community Focus
– Partnered with Twitter rockstar in inside – Partners & Customers asked for it. EMC
sales org to create embedded social is putting Community FIRST, shifting
team… real-time SocialCRM connected critical product marketing and launch
to pipeline dollars to social space
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29. What’s Next for EMC?
• Command Center for US Open
– EMC is sponsoring event
• 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 (under construction)
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30. Questions? Keith Paul
Chief Listener, EMC
@kemipa #AttensityWebinar
listencompletely.com
keith.paul@emc.com
www.attensity.com
Toll Free: (800) 721-0560
Email: sales@attensity.com
Follow us on Twitter: @Attensity
http://twitter.com/attensity
Upcoming & Archived Webinars
http://bit.ly/Attensity_Webinars
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