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Mo' accounts, mo’ problems 
THOM LYTLE 
EMC CORPORATION 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
NEANDERTHAL EVANGEL ISTS, 
G I G A W A T T S H O R T A G E S , 
PRESIDENTIAL CAMPAIGN SLOGANS, 
MY GLOBULAR ADDICTION, CAN...
AFTER MONTHS OF RIGOROUS 
STATISTICAL SOCIAL DATA 
ANALYSIS AND EXTENSIVE 
RESEARCH OF 1990’s HIP HOP, 
I’VE UNCOVERED AND...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
MO’ 
PROBLEMS ACCOUNTS 
32
PROBLEMS 
1 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
4 
THE CAVEMEN 
THE HOCK...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 5
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 6
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
EMC WOULD LIKE YOU TO LEARN 
HOW SOCI...
SOCIAL SPRAWL 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
82 
The unstructured a...
OK, IT HASN’T STUCK 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
9
HOW DID WE STACK UP? 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
Twitter 
Facebo...
SIX IS BETTER THAN ONE 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
11
SIX IS BETTER THAN ONE 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
12
SIX IS BETTER THAN ONE 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
13 
+
SIX IS BETTER THAN ONE 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
14 
NOT
THE HOCKEY STICKVISUAL PROOF THAT YOU ARE SPREADING 
YOUR MESSAGE TOO THIN 
© Copyright 2014 EMC Corporation. All rights r...
#SocialMediaOrg 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
18,000 
36,000 
54,000 
72,000 
90,00...
#SocialMediaOrg 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
14,000 
28,000 
42,000 
56,000 
70,00...
ADDICTED TO BUBBLES 
© Copyright 2014 EMC Corporation. All rights reserved. 
CAUTIONS 
• LOGARITHMIC 
• LTD DATA/SIZE 
• A...
KILL EM ALLWELL, NOT REALLY ALL OF THEM… 
BUT DEFINITELY THE ONES YOU DON’T NEED 
© Copyright 2014 EMC Corporation. All ri...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 20 
NameChk.com
ONE SIMPLE TEST TELLS 
YOU EVERYTHING YOU 
NEED TO KNOW ABOUT 
AN ORGANIZATION’S 
MARKETING ALIGNMENT… 
© Copyright 2014 E...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
THE 
XMAS 
TREE 
22
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
STEP 1 
Visit http://twitter.com/ 
se...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
EMC’S TREE 
VERY “FESTIVE”! 
CIRCA 20...
TIERS OF JOY 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
+ 
+ 
1 
2 
3 
25 
• CL...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
26 
THE DUDE 
2
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
27 
OUR 
SOLUTION 
2
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 28 
! 
! 
! 
A UBIQUITOUS 
PUBLICATION...
“I REALLY APPRECIATE 
YOUR PASSION BUT YOU 
CAN NOT CREATE THAT 
SOCIAL MEDIA ACCOUNT.” 
© Copyright 2014 EMC Corporation....
© Copyright 2014 EMC Corporation. All rights reserved. 
YEP, SHE 
ACTUALLY 
COULD 
@ThomLytle 
#SocialMediaOrg 
302
SPEED BUMPS 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
VANDALAY INDUSTRIES 
YOU...
NOT FANCY. NOT PRETTY. BUT IT WORKS. 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg ...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
332 
I AM 
JACK’S 
WITHERING 
ATTENTI...
© Copyright 2014 EMC Corporation. All rights reserved. 
THE TWEET 
FACTORY 
@ThomLytle 
#SocialMediaOrg 
34 
2
© Copyright 2014 EMC Corporation. All rights reserved. 
COMPREHENSIVE 
GLOBAL SOCIAL 
TRAINING 
CURRICULUM TO 
BUILD EMPLO...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 36 
FOUNDATIONAL ADVANCED 
FUNCTIONAL ...
OUR GOAL 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
372 
NO MARKETING ANTIBIOTI...
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
LOOKS 
GOOD ON 
A CHAIN 
TOO 
382
say hi: 
© Copyright 2014 EMC Corporation. All rights reserved. 
@ThomLytle 
#SocialMediaOrg 
THANK YOU 
39 
@ThomLytle 
i...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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Mo' accounts, mo' problems, presented by Thom Lytle

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In his Brands-Only Summit presentation, EMC Corporation's Thom Lytle explains why mo’ (social) accounts often creates mo’ (marketing) problems.

He goes over six marketing problems caused by social media sprawl and how to fix them within your organization.

Published in: Social Media

Mo' accounts, mo' problems, presented by Thom Lytle

  1. 1. Mo' accounts, mo’ problems THOM LYTLE EMC CORPORATION OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. NEANDERTHAL EVANGEL ISTS, G I G A W A T T S H O R T A G E S , PRESIDENTIAL CAMPAIGN SLOGANS, MY GLOBULAR ADDICTION, CANINE HIGH-FIVES, AND MORE. © Copyright 2014 EMC Corporation. All rights reserved. ACCOUNTS PROBLEMS @ThomLytle #SocialMediaOrg 1 MO’
  3. 3. AFTER MONTHS OF RIGOROUS STATISTICAL SOCIAL DATA ANALYSIS AND EXTENSIVE RESEARCH OF 1990’s HIP HOP, I’VE UNCOVERED AND VISUALIZED AN ASTOUNDING RELATIONSHIP… © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 2
  4. 4. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg MO’ PROBLEMS ACCOUNTS 32
  5. 5. PROBLEMS 1 © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 4 THE CAVEMEN THE HOCKEY STICK THE XMAS TREE THE DUDE THE “YES WE CAN” THE TWEET FACTORY 23456 2
  6. 6. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 5
  7. 7. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 6
  8. 8. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg EMC WOULD LIKE YOU TO LEARN HOW SOCIAL MEDIA CAN MAKE YOU MORE EFFECTIVE IN YOUR ROLE. THE SOCIAL TEAM CAN SHOW YOU HOW 7
  9. 9. SOCIAL SPRAWL © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 82 The unstructured and often unregulated proliferation of social media accounts in an enterprise - making it difficult for your customers to easily find and consume your social media content
  10. 10. OK, IT HASN’T STUCK © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 9
  11. 11. HOW DID WE STACK UP? © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg Twitter Facebook YouTube LinkedIn Flickr 25 50 75 100 Industry Average EMC 10
  12. 12. SIX IS BETTER THAN ONE © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 11
  13. 13. SIX IS BETTER THAN ONE © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 12
  14. 14. SIX IS BETTER THAN ONE © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 13 +
  15. 15. SIX IS BETTER THAN ONE © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 14 NOT
  16. 16. THE HOCKEY STICKVISUAL PROOF THAT YOU ARE SPREADING YOUR MESSAGE TOO THIN © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 15 OTHER
  17. 17. #SocialMediaOrg © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle 18,000 36,000 54,000 72,000 90,000 32,000 64,000 96,000 128,000 160,000 EMC Suomi EMC Thailand EMC Switzerland EMC Public Sector EMC Backup and Recovery EMC Danmark EMC TV EMC APJ Channel Dev EMC Select EMC Italia EMC Portugal EMC Hellas Syncplicity EMC Isilon EMC Document Sciences EMC Norge Greenplum EMC Japan EMC España EMC Southern Africa EMC Captiva EMC Global Services EMC Deutschland EMC SourceOne EMC NetWorker EMC RecoverPoint EMC France EMC Brasil EMC Latinoamérica EMC UK and Ireland EMC Avamar EMC VPLEX EMC Momentum EMC Belux EMC VNX and VNXe EMC Sverige EMC Nederland EMC Israel EMC Korea EMC VMAX EMC Forum RSA Conference EMC Documentum EMC IT Management RSA EMC World EMC Careers Mozy EMC India EMC Corporation Engagement Fans FACEBOOK 16
  18. 18. #SocialMediaOrg © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle 14,000 28,000 42,000 56,000 70,000 14,000 28,000 42,000 56,000 70,000 EMC Suomi EMC Thailand EMC Switzerland EMCMX EMCBrasil EMCCIOConnect EMCNederland EMCSpain EMCcaptiva EMCANZ EMCPublicSector EMCScaleIO EMCFrance emc_de EMCMiddleEast EMCVSPEX EMCOracle EMCLatam TwinStrata EMC_VNXe EMChealthcare EMCDocSciences EMCKorea EMCacademics EMCbigdata emctv EMCProven EMCmomentum EMCItalia EMCXtremIO EMCAtmos EMC_VNX EMCEducation EMCUKI syncplicity EMCGS EMCJapan EMCVMAX EMCProtectData EMCIsilon EMCITMgmt EMCpartners EMCcareers EMCForum EMCcloud EMCworld EMCdocumentum mozy EMCcorp Engagement Followers 17 TWITTER
  19. 19. ADDICTED TO BUBBLES © Copyright 2014 EMC Corporation. All rights reserved. CAUTIONS • LOGARITHMIC • LTD DATA/SIZE • ANOMALIES @ThomLytle #SocialMediaOrg 18
  20. 20. KILL EM ALLWELL, NOT REALLY ALL OF THEM… BUT DEFINITELY THE ONES YOU DON’T NEED © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 19
  21. 21. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 20 NameChk.com
  22. 22. ONE SIMPLE TEST TELLS YOU EVERYTHING YOU NEED TO KNOW ABOUT AN ORGANIZATION’S MARKETING ALIGNMENT… © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 21
  23. 23. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg THE XMAS TREE 22
  24. 24. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg STEP 1 Visit http://twitter.com/ search and enter the company or organization STEP 2 Select “People” from the search options to restrict results to only accounts. STEP 3 Enjoy the magical lights. 23
  25. 25. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg EMC’S TREE VERY “FESTIVE”! CIRCA 2012 24
  26. 26. TIERS OF JOY © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg + + 1 2 3 25 • CLEAN • RECOGNIZABLE • SCALABLE • GLOBALIZED
  27. 27. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 26 THE DUDE 2
  28. 28. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 27 OUR SOLUTION 2
  29. 29. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 28 ! ! ! A UBIQUITOUS PUBLICATION AND MANAGEMENT ENVIRONMENT PROVIDING DIRECT ACCESS TO SEED CONTENT AND ACCESS DATA ACROSS OUR FULL ECOSYSTEM OF ACCOUNTS
  30. 30. “I REALLY APPRECIATE YOUR PASSION BUT YOU CAN NOT CREATE THAT SOCIAL MEDIA ACCOUNT.” © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 29
  31. 31. © Copyright 2014 EMC Corporation. All rights reserved. YEP, SHE ACTUALLY COULD @ThomLytle #SocialMediaOrg 302
  32. 32. SPEED BUMPS © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg VANDALAY INDUSTRIES YOU’RE LOOKING TOO CLOSE RELEVANT TRAINING ACTIVE REVIEW FORMAL REQUEST PROCESS ACKNOWLEDGEMENT GATE 312
  33. 33. NOT FANCY. NOT PRETTY. BUT IT WORKS. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 32
  34. 34. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 332 I AM JACK’S WITHERING ATTENTION SPAN
  35. 35. © Copyright 2014 EMC Corporation. All rights reserved. THE TWEET FACTORY @ThomLytle #SocialMediaOrg 34 2
  36. 36. © Copyright 2014 EMC Corporation. All rights reserved. COMPREHENSIVE GLOBAL SOCIAL TRAINING CURRICULUM TO BUILD EMPLOYEE ADVOCATES AND TRAIN OUR SOCIAL ACCOUNT MANAGERS @ThomLytle #SocialMediaOrg 35
  37. 37. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 36 FOUNDATIONAL ADVANCED FUNCTIONAL PLATFORMS Accessing EMC’s Corporate Channels Social Risk Mgmt and Crisis Comms Social Media Measurement Becoming an Influencer Indluencer Marketing and Engagement Social Advertising Social Media Policy and Principles Incorporating EMC’s Brand into Social Media Social Media Monitoring Social Media Content Facebook Twitter LinkedIn Weibo Social Media for Sales Social Media for Human Resources Social Media for Recruiting Social Media for Executives Blogging Communities (IN DEVELOPMENT)
  38. 38. OUR GOAL © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg 372 NO MARKETING ANTIBIOTICS | FREE-RANGE THOUGHTS
  39. 39. © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg LOOKS GOOD ON A CHAIN TOO 382
  40. 40. say hi: © Copyright 2014 EMC Corporation. All rights reserved. @ThomLytle #SocialMediaOrg THANK YOU 39 @ThomLytle in/ThomLytle thom.lytle@emc.com 2
  41. 41. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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