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

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Mo' accounts, mo’ problems

THOM LYTLEEMC CORPORATION

© Copyright 2014 EMC Corporation. All rights reserved.© Copyright 2014 EMC Corporation. All rights reserved.

@ThomLytle#SocialMediaOrg

ACCOUNTSPROBLEMS

N E A N D E R T H A L E V A N G E L I S T S , 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.

1

MO’



AFTER MONTHS OF RIGOROUS STATISTICAL SOCIAL DATA ANALYSIS AND EXTENSIVE RESEARCH OF 1990’s HIP HOP, I’VE UNCOVERED AND VISUALIZED AN ASTOUNDING RELATIONSHIP…

2



PRO

BLEM

S

ACCOUNTS

MO’

32© 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

PROBLEMS123456









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



SOCIAL SPRAWL



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



OK, IT HASN’T STUCK

9



Twitter

Facebook

YouTube

LinkedIn

Flickr

25 50 75 100

Industry Average EMC

HOW DID WE STACK UP?

10



SIX IS BETTER THAN ONE

11




12




13

+




14

NOT>



THE HOCKEY STICKVISUAL PROOF THAT YOU ARE SPREADING YOUR MESSAGE TOO THIN

15

OTHER>



18,000

36,000

54,000

72,000

90,000

32,000

64,000

96,000

128,000

160,000

EMC

Corporation

EMC

India

Mozy

EMC

Careers

EMC

World

RSA

EMC

IT M

anagement

EMC

Docum

entum

RSA

Conference

EMC

Forum

EMC

VM

AX

EMC

Korea

EMC

Israel

EMC

Nederland

EMC

Sverige

EMC

VN

X and V

NX

e

EMC

Belux

EMC

Mom

entum

EMC

VPLEX

EMC

Avam

ar

EMC

UK

and Ireland

EMC

Latinoamérica

EMC

Brasil

EMC

France

EMC

RecoverPoint

EMC

NetW

orker

EMC

SourceOne

EMC

Deutschland

EMC

Global Services

EMC

Captiva

EMC

Southern Africa

EMC

España

EMC

Japan

Greenplum

EMC

Norge

EMC

Docum

ent Sciences

EMC

Isilon

Syncplicity

EMC

Hellas

EMC

Portugal

EMC

Italia

EMC

Select

EMC

APJ C

hannel Dev

EMC

TV

EMC

Danm

ark

EMC

Backup and Recovery

EMC

Public Sector

EMC

Switzerland

EMC

Thailand

EMC

Suomi

Engagement Fans

FACEBOOK

16



14,000

28,000

42,000

56,000

70,000

14,000

28,000

42,000

56,000

70,000

EMC

corp

mozy

EMC

documentum

EMC

world

EMC

cloud

EMC

Forum

EMC

careers

EMC

partners

EMC

ITM

gmt

EMC

Isilon

EMC

ProtectData

EMC

VM

AX

EMC

Japan

EMC

GS

syncplicity

EMC

UK

I

EMC

Education

EMC

_VN

X

EMC

Atm

os

EMC

Xtrem

IO

EMC

Italia

EMC

mom

entum

EMC

Proven

emctv

EMC

bigdata

EMC

academics

EMC

Korea

EMC

DocSciences

EMC

healthcare

EMC

_VN

Xe

TwinStrata

EMC

Latam

EMC

Oracle

EMC

VSPEX

EMC

MiddleEast

emc_de

EMC

France

EMC

ScaleIO

EMC

PublicSector

EMC

AN

Z

EMC

captiva

EMC

Spain

EMC

Nederland

EMC

CIO

Connect

EMC

Brasil

EMC

MX

EMC

Switzerland

EMC

Thailand

EMC

Suomi

Engagement Followers

17

TWITTER



ADDICTED TO BUBBLES

CAUTIONS • LOGARITHMIC • LTD DATA/SIZE • ANOMALIES



KILL EM ALLWELL, NOT REALLY ALL OF THEM… BUT DEFINITELY THE ONES YOU DON’T NEED

19



NameChk.com



ONE SIMPLE TEST TELLS

YOU EVERYTHING YOU NEED TO KNOW ABOUT AN ORGANIZATION’S MARKETING ALIGNMENT…

21



THE XMASTREE

22



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



EMC’S TREE

VERY “FESTIVE”!

CIRCA 2012

24



++

1

23

TIERS OF JOY

25

• CLEAN • RECOGNIZABLE • SCALABLE • GLOBALIZED



THE DUDE





OURSOLUTION





!

!!

A UBIQUITOUS PUBLICATION AND

MANAGEMENT ENVIRONMENT PROVIDING DIRECT ACCESS TO SEED CONTENT AND ACCESS

DATA ACROSS OUR FULL ECOSYSTEM OF

ACCOUNTS



“I REALLY APPRECIATE YOUR PASSION BUT YOU CAN NOT CREATE THAT SOCIAL MEDIA ACCOUNT.”

29



YEP, SHE ACTUALLY

COULD





FORMAL REQUEST PROCESS

ACKNOWLEDGEMENT GATE

ACTIVE REVIEWRELEVANT TRAINING

SPEED BUMPSYOU’RE LOOKING TOO CLOSE

VANDALAY INDUSTRIES





NOT FANCY. NOT PRETTY. BUT IT WORKS.


@ThomLytle#SocialMediaOrg 332© Copyright 2014 EMC Corporation. All rights reserved.


I AM JACK’S WITHERING ATTENTIONSPAN



THE TWEET FACTORY





COMPREHENSIVE GLOBAL SOCIAL

TRAINING CURRICULUM TO BUILD EMPLOYEE ADVOCATES AND

TRAIN OUR SOCIAL ACCOUNT

MANAGERS

35



FOUNDATIONAL ADVANCED

FUNCTIONALPLATFORMS

Accessing EMC’s Corporate ChannelsSocial Risk Mgmt and Crisis CommsSocial Media MeasurementBecoming an InfluencerIndluencer Marketing and EngagementSocial Advertising

Social Media Policy and PrinciplesIncorporating EMC’s Brand into Social MediaSocial Media MonitoringSocial Media Content

FacebookTwitterLinkedInWeibo

Social Media for SalesSocial Media for Human ResourcesSocial Media for RecruitingSocial Media for Executives

BloggingCommunities

(IN DEVELOPMENT)



OUR GOAL



NO MARKETING ANTIBIOTICS | FREE-RANGE THOUGHTS



LOOKSGOOD ON A CHAIN TOO





THANK YOU

39

@ThomLytle

in/ThomLytle

[email protected]

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