In his BlogWell Boston presentation, EMC Corporation's Senior Manager of Social Media, Thom Lytle, talks about how they restructured and reshaped their social ecosystem. Thom shares the tools they used to do this, including a Social Media Activation Kit and the EMC Social Media University designed to educate employee advocates and social account managers.

1. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
This presentation is from
BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell
Thom Lytle
Ten In Twenty

2. TEN TWENTY
IN
10 things EMC social has learned from
correctional facilities of the 1960’s,
aquatic life, sports equipment,
cemeteries, vertical deflection of
automobiles, evergreen conifers, and
time travel set to the music of Huey Lewis.
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
1

3. BUT WE TOLD THEM TO REGISTER?
Earlier in 2009
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
2

4. 1
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
GET BUSY
LIVING
OR
GET BUSY
DYING
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
3

5. 2
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
SELLING
EVENTS
ENABLEMENT
& TRAINING
BLOGS
LAUNCHES
CORPORATE
ACCOUNTS
COMMUNITIES
INSIGHTS
LISTENING &
INFLUENCERS
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
4

6. 2
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
5

7. 3
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
OUCH!
76%
OF EMC’s TWITTER
FOLLOWERS DID NOT FOLLOW
@EMCCorp
YET, @EMCCorp HAD THE
SINGLE LARGEST FOLLOWING!
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
6

8. 3
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
HOCKEY STICK EFFECT
Evidence that your business
teams are spreading your
message too thin
aka Social Sprawl™
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
7

9. 3
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
90,000
150,000
120,000
36,000
60,000
18,000
30,000
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
8
© Copyright 2013 EMC Corporation. All rights reserved.
54,000
Evidence that your business
teams are spreading your
message too thin
aka Social Sprawl™
90,000
72,000
HOCKEY STICK EFFECT
#BlogWell

10. 4
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
“ Nothing
stresses me
out... Except
having to seek
the approval of
my inferiors.”
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
9

11. 4
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
WE GOT
BUSY
DYING.
Added +150
tombstones
in 6 months
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
10

12. 5
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
Acknowledgement of policies
is required to access this page.
Creating an EMC-branded social media account?
Creating a personal social media account?
New accounts must be approved by the corporate social
media team. What constitutes an EMC branded social
media account? Any use of EMC in an account’s name,
URL, imagery, or other branding elements. To learn more
and submit a request for a new account click here.
At EMC we encourage employees to leverage the
power of social media for their jobs. If you plan to
create a new account for yourself, it is okay to
mention EMC in your bio, but please refrain from
using EMC in any of the other branding elements such
as account name, URL, images, and so forth.
If you have not submitted a request please visit the
request page here. If you have submitted a request and
been approved, please proceed.
If you are creating a personal social media account
and agree to the terms above please proceed.
I agree
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
11

13. 6
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
2012
HAPPY HOLIDAYS
FROM EMC SOCIAL!
Thom, Kari, Kate,
Diego, Jon, Deepti
Chris, Greg, & Erin
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
12

14. 6
SHAWSHANK ZISSOU HOCKEY STICKS SPEED BUMP BONEYARD CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
2013
Official, Tiered, Clean
... And Very Blue
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
13

15. 7
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
THE DUDE
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
14

16. 7
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
OUR FLUX CAPACITOR
A ubiquitous publication
environment providing
direct access to seed
content to our ecosystem
of social accounts
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
15

17. 8
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
EVERYONE NEEDS A LIL’ NUDGE
EMCCorp Lifetime Facebook Growth
Total Likes
Daily Likes
125,000
4,000
93,750
3,000
62,500
2,000
GOT BUSY LIVIN’
31,250
7/31/11
1,000
10/13/11
12/26/11
3/9/12
5/22/12
8/4/12
10/17/12
12/30/12
3/14/13
5/27/13
8/9/13
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
16

18. 9
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
SOCIAL
MEDIA
ACTIVATION
KIT
Tapping EMC’s global
social media army to
amplify initiatives
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
17

19. 10
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
SOCIAL MEDIA
UNIVERSITY
Comprehensive global training
curriculum focused on building
employee advocates and training
social account managers
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
18

20. 10
SHAWSHANK ZISSOU HOCKEY STICKS BONEYARD SPEED BUMP CHRISTMAS TREE FLUX CAPACITOR NUDGE SMAK U
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
19

21. NOW, THEY’RE REGISTERING...
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
20

22. THANK YOU
@ThomLytle @EMCCorp
#BlogWell
© Copyright 2013 EMC Corporation. All rights reserved.
21

23. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This presentation is from
BlogWell
Boston
October 22, 2013
socialmedia.org/blogwell
socialmedia.org/blogwell