Attensity & EMC Presents: Real-Time Social Media Analytics at EMC

@kemipa # AttensityWebinar1

FROM LISTENING TO REAL-TIME SOCIAL ANALYTICSKeith Paul Chief Listener

An Attensity WebinarMay 30, 2012


About EMC• Data Storage

• Backup & Recovery

• Virtualization

• Security

• Big Data


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


WHY?


WHY?IT

DEPENDS


Vision & Opportunity

Bye, Bye Buzz:

Let’s tie social measurement to business questions.

Listening for Leads

Attracting &

Engaging

Listening Education

& ToolsListening

Champions


Social listening.Social metrics.Social analysis.

How do we broadly enable across the organization?


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


Hub and Spoke strategy

Source: Altimeter


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


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



Listening Journey

2011

2013

2010

2009

2012

Hobby mode





2011

Year of best practices• Tools, training, technology• Event and campaign planning• Dawn of data-driven mktg


Easy-in• Central listening hub

• Existing employee community

• Low barrier to entry


Easy-out• Leverage tool

strengths for your org

• Not everyone needs thesame access or insight


Listening Journey

2011

2013

2010

2009

2012

Hobby mode





Today

Enabling Hub & Spoke• Social Launches• Customer programs• Social selling


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


Here’s the toolbox…

ListeningCenter of

Excellence

HootSuite

Traackr

Social Report

Attensity Analyze

Attensity Respond


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


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


Up to the Second Insights

Extract detailed insights including:

– demographic– Geographic– influencer

scores– and more


Detailed Insights from Multiple Sources

Top mentions in

Social Media

Top mentions in

Forums

Key themes shown in

tag clouds


Analyzing Feedback from ECN Forum

Support Forums have

highest volume

Detailed Mentions

include Full Backup, etc


Previewing the Text of Forum Posts

Preview the text of posts

Extracts structured data

from unstructured

post


Analyzing Product Feedback

Feedback on product

suggestions

What are customers

talking about?


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


Listening Journey

2011

2013

2010

2009

2012

Hobby mode




Social intelligence as a serviceTomorrow

SIaaS• Marketing sciences lab• Social BI ‘whitespace’• Social analysts


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


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)


Questions? Keith PaulChief Listener, EMC

@kemipa #AttensityWebinar

listencompletely.com

[email protected]

www.attensity.comToll Free: (800) 721-0560 Email: [email protected] us on Twitter: @Attensityhttp://twitter.com/attensity

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Attensity & EMC Presents: Real-Time Social Media Analytics at EMC