The Big List Blog
EMC Corporation: Ten in Twenty — Live from BlogWell
1:31 — Thom: Taking a trip back in time with a tweet from 2009. “Hey you! Do this!” We didn’t know how to finesse social media marketing.
1:32 — Thom: Are we totally invested in this? Otherwise why are we even doing this?
1:33 — Thom says the success of a social media program is anchored to a highly talented team. Thom describes their team: Staff focused on Events, Blogs, Listening and Influencers, Insights, Enablement and Training, Corporate Accounts, and Communities.
1:36 — Thom says the problem is 76% of EMC’s Twitter followers did not follow @EMCCorp (main account). Business teams were spreading the message too thin – “Hockey Stick Effect”.
1:38 — Thom: We got busy living, and we got busy dying — in less than one year we shut down over 150 social media accounts. Accounts that were not effective.
1:40 — Thom: Reinforces programmatic and technical ways you can take charge of company accounts, a.k.a. unstructured social media growth/sprawl.
1:42 — Thom says they rolled out an official branding process. In 2013 they are official, tiered, clean and very blue (consistent brand color and text across accounts).
1:43 — Thom: EMC Corporation previously relied on email as source for social media content. Now, they use a publication environment providing direct access to seed content to social account ecosystems.
1:45 — Thom says they focused on Facebook growth in October 2012, found major success with Facebook advertising.
1:46 — Thom: EMC Corporation created a Social Media Activation Kit (guidelines for employees to tap EMC’s global social media army to amplify initiatives).
1:48 — Thom says they’re currently building EMC Social Media University to educate two main personas: employee advocates and social account managers.
1:49 — Thom wraps up: These are what they have observed and corrected over the past 2-4 years. Also, now they ask for registrations instead of “ordering” followers to do so.
Q & A:
Q: — How did you determine the overlap of followers in multiple Twitter accounts?
A: — Thom: We didn’t use a tool, but did a manual comparison using Excel.
Q: — Do you use a proprietary or 3rd party vendor for gathering social media content across company?
A: — Thom: We use Salesforce Buddy Media.
Q: — When you were shutting down some of the Facebook accounts, what was the reaction?
A: — Thom: It went okay for the most part, but a handful didn’t go well at all. Used the data to build a case for closing accounts. Consolidation helped.
Q: — Were there benchmarks to decide which accounts to cut?
A: — Thom: We cut the ones easiest to cut first. i.e. “EMC Cloud”, “Cloud EMC”, “EMC in the Cloud”. Biggest one wins.
Q: — Decision process on killing geographic-based accounts?
A: — Thom: Some of the easier decisions. Eliminated more niche geo accounts.
Q: — How are you delivering Social Media University to employees?
A: — Thom: Internal website, building as modules. Making it update-able to keep content fresh. Self-paced learning. Certification-type process will be included.
Q: — Whose buy-in was most important to you when determining hit list?
A: — Thom: No one’s buy-in. No one likes stuff being taken from them. Used data to make the case for closing accounts.
Q: — How did you educate people to use content collection platform?
A: — Thom: Set up accounts in the system, that is what brought them in. Info available within the system on processes and how to use it.
We will never, ever release your email.
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