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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.
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@kemipa # AttensityWebinar1
FROM LISTENING TO REAL-TIME SOCIAL ANALYTICSKeith Paul Chief Listener
An Attensity WebinarMay 30, 2012
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About EMC• Data Storage
• Backup & Recovery
• Virtualization
• Security
• Big Data
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EMC’s Social JourneyInside-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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WHY?
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WHY?IT
DEPENDS
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Vision & Opportunity
Bye, Bye Buzz:
Let’s tie social measurement to business questions.
Listening for Leads
Attracting &
Engaging
Listening Education
& ToolsListening
Champions
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Social listening.Social metrics.Social analysis.
How do we broadly enable across the organization?
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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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Hub and Spoke strategy
Source: Altimeter
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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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Listening Journey
2011
2013
2010
2009
2012
Hobby mode
Brand level; limited adoption
CMO mandate; practice matures
Social analytics; marketing sciences
Social intelligence as a service
2010
Figuring it out• Accelerating EMC’s journey• Telling our story• Content curation
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Listening Journey
2011
2013
2010
2009
2012
Hobby mode
Brand level; limited adoption
CMO mandate; practice matures
Social analytics; marketing sciences
Social intelligence as a service
2011
Year of best practices• Tools, training, technology• Event and campaign planning• Dawn of data-driven mktg
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Easy-in• Central listening hub
• Existing employee community
• Low barrier to entry
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Easy-out• Leverage tool
strengths for your org
• Not everyone needs thesame access or insight
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Listening Journey
2011
2013
2010
2009
2012
Hobby mode
Brand level; limited adoption
CMO mandate; practice matures
Social analytics; marketing sciences
Social intelligence as a service
Today
Enabling Hub & Spoke• Social Launches• Customer programs• Social selling
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With listening,I want to…
ListeningCenter of
Excellence
interact with social
audiences
track influential
voices
understand reach & impact
understand sentiment &
trends
link social to sales pipeline
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Here’s the toolbox…
ListeningCenter of
Excellence
HootSuite
Traackr
Social Report
Attensity Analyze
Attensity Respond
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ATTENSITY RESPOND
3rd PARTY BUSINESS APPLICATIONS
Beyond Listening: Social Analytics with Attensity
19 04/10/2023 l Footer
Demographic Data
Relevancy
KeywordSentiment
Reach
Klout Score
Influence Score
Spam Detection
Language ID
DeDuplicate
Prefilter
Geo Data
People
Things
Events
Relationships
Custom Data
Attensity Pipeline150M+ social media and online sources
ATTENSITY COMMAND CENTER
ATTENSITY ANALYZE
Enriches and tags the dataExtracts people, places, things, events
Real-time social
analytics
Root cause, trending
over time
Social engagement
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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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Up to the Second Insights
Extract detailed insights including:
– demographic– Geographic– influencer
scores– and more
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Detailed Insights from Multiple Sources
Top mentions in
Social Media
Top mentions in
Forums
Key themes shown in
tag clouds
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Analyzing Feedback from ECN Forum
Support Forums have
highest volume
Detailed Mentions
include Full Backup, etc
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Previewing the Text of Forum Posts
Preview the text of posts
Extracts structured data
from unstructured
post
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Analyzing Product Feedback
Feedback on product
suggestions
What are customers
talking about?
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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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Listening Journey
2011
2013
2010
2009
2012
Hobby mode
Brand level; limited adoption
CMO mandate; practice matures
Social analytics; marketing sciences
Social intelligence as a serviceTomorrow
SIaaS• Marketing sciences lab• Social BI ‘whitespace’• Social analysts
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SuccessesThe CMO likes it
– 2011 mandate for marketing to listen
– 2012 investment 350% over ’11
Spiceworks– Networking site for SMB IT pros.– EMC partnered; direct engagement
increased 300%– “Saved” a customer account
Social Selling… SOLD!– Partnered with Twitter rockstar in
inside sales org to create embedded social team… real-time SocialCRM connected to pipeline
2011 “MegaLaunch”– Listening targeted 100 industry
bloggers, using DIRECT MAIL (gasp!)• 20+ attended NYC event IRL
– 30% of online event reg’d thru social
Global Flavor– Over 10 internationalized social
“dashboards” highlight engagement at industry events
Community Focus– Partners & Customers asked for it.
EMC is putting Community FIRST, shifting critical product marketing and launch dollars to social space
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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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Questions? Keith PaulChief Listener, EMC
@kemipa #AttensityWebinar
listencompletely.com
keith.paul@emc.com
www.attensity.comToll Free: (800) 721-0560 Email: sales@attensity.comFollow us on Twitter: @Attensityhttp://twitter.com/attensity
Upcoming & Archived Webinarshttp://bit.ly/Attensity_Webinars
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