In his Brands-Only Summit presentation, EMC Corporation's Thom Lytle explains why mo’ (social) accounts often creates mo’ (marketing) problems. He goes over six marketing problems caused by social media sprawl and how to fix them within your organization.

1. Mo' accounts, mo’ problems
THOM LYTLE
EMC CORPORATION
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. NEANDERTHAL EVANGEL ISTS,
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.
© Copyright 2014 EMC Corporation. All rights reserved.
ACCOUNTS
PROBLEMS
@ThomLytle
#SocialMediaOrg
1
MO’

3. AFTER MONTHS OF RIGOROUS
STATISTICAL SOCIAL DATA
ANALYSIS AND EXTENSIVE
RESEARCH OF 1990’s HIP HOP,
I’VE UNCOVERED AND
VISUALIZED AN ASTOUNDING
RELATIONSHIP…
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
2

4. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
MO’
PROBLEMS ACCOUNTS
32

5. PROBLEMS
1
© 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
23456
2

6. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 5

7. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 6

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

9. SOCIAL SPRAWL
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
82
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

10. OK, IT HASN’T STUCK
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
9

11. HOW DID WE STACK UP?
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
Twitter
Facebook
YouTube
LinkedIn
Flickr
25 50 75 100
Industry Average EMC
10

12. SIX IS BETTER THAN ONE
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
11

13. SIX IS BETTER THAN ONE
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
12

14. SIX IS BETTER THAN ONE
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
13
+

15. SIX IS BETTER THAN ONE
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
14
NOT

16. THE HOCKEY STICKVISUAL PROOF THAT YOU ARE SPREADING
YOUR MESSAGE TOO THIN
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
15
OTHER

17. #SocialMediaOrg
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
18,000
36,000
54,000
72,000
90,000
32,000
64,000
96,000
128,000
160,000
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
Engagement Fans
FACEBOOK
16

18. #SocialMediaOrg
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
14,000
28,000
42,000
56,000
70,000
14,000
28,000
42,000
56,000
70,000
EMC Suomi
EMC Thailand
EMC Switzerland
EMCMX
EMCBrasil
EMCCIOConnect
EMCNederland
EMCSpain
EMCcaptiva
EMCANZ
EMCPublicSector
EMCScaleIO
EMCFrance
emc_de
EMCMiddleEast
EMCVSPEX
EMCOracle
EMCLatam
TwinStrata
EMC_VNXe
EMChealthcare
EMCDocSciences
EMCKorea
EMCacademics
EMCbigdata
emctv
EMCProven
EMCmomentum
EMCItalia
EMCXtremIO
EMCAtmos
EMC_VNX
EMCEducation
EMCUKI
syncplicity
EMCGS
EMCJapan
EMCVMAX
EMCProtectData
EMCIsilon
EMCITMgmt
EMCpartners
EMCcareers
EMCForum
EMCcloud
EMCworld
EMCdocumentum
mozy
EMCcorp
Engagement Followers
17
TWITTER

19. ADDICTED TO BUBBLES
© Copyright 2014 EMC Corporation. All rights reserved.
CAUTIONS
• LOGARITHMIC
• LTD DATA/SIZE
• ANOMALIES
@ThomLytle
#SocialMediaOrg 18

20. KILL EM ALLWELL, NOT REALLY ALL OF THEM…
BUT DEFINITELY THE ONES YOU DON’T NEED
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
19

21. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 20
NameChk.com

22. ONE SIMPLE TEST TELLS
YOU EVERYTHING YOU
NEED TO KNOW ABOUT
AN ORGANIZATION’S
MARKETING ALIGNMENT…
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
21

23. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
THE
XMAS
TREE
22

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

25. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
EMC’S TREE
VERY “FESTIVE”!
CIRCA 2012
24

26. TIERS OF JOY
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
+
+
1
2
3
25
• CLEAN
• RECOGNIZABLE
• SCALABLE
• GLOBALIZED

27. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
26
THE DUDE
2

28. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
27
OUR
SOLUTION
2

29. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 28
!
!
!
A UBIQUITOUS
PUBLICATION AND
MANAGEMENT
ENVIRONMENT PROVIDING
DIRECT ACCESS TO SEED
CONTENT AND ACCESS
DATA ACROSS OUR FULL
ECOSYSTEM OF
ACCOUNTS

30. “I REALLY APPRECIATE
YOUR PASSION BUT YOU
CAN NOT CREATE THAT
SOCIAL MEDIA ACCOUNT.”
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
29

31. © Copyright 2014 EMC Corporation. All rights reserved.
YEP, SHE
ACTUALLY
COULD
@ThomLytle
#SocialMediaOrg
302

32. SPEED BUMPS
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
VANDALAY INDUSTRIES
YOU’RE LOOKING TOO CLOSE
RELEVANT TRAINING
ACTIVE REVIEW
FORMAL REQUEST PROCESS
ACKNOWLEDGEMENT GATE
312

33. NOT FANCY. NOT PRETTY. BUT IT WORKS.
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 32

34. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
332
I AM
JACK’S
WITHERING
ATTENTION
SPAN

35. © Copyright 2014 EMC Corporation. All rights reserved.
THE TWEET
FACTORY
@ThomLytle
#SocialMediaOrg
34
2

36. © Copyright 2014 EMC Corporation. All rights reserved.
COMPREHENSIVE
GLOBAL SOCIAL
TRAINING
CURRICULUM TO
BUILD EMPLOYEE
ADVOCATES AND
TRAIN OUR SOCIAL
ACCOUNT
MANAGERS
@ThomLytle
#SocialMediaOrg
35

37. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg 36
FOUNDATIONAL ADVANCED
FUNCTIONAL
PLATFORMS
Accessing EMC’s Corporate Channels
Social Risk Mgmt and Crisis Comms
Social Media Measurement
Becoming an Influencer
Indluencer Marketing and Engagement
Social Advertising
Social Media Policy and Principles
Incorporating EMC’s Brand into Social Media
Social Media Monitoring
Social Media Content
Facebook
Twitter
LinkedIn
Weibo
Social Media for Sales
Social Media for Human Resources
Social Media for Recruiting
Social Media for Executives
Blogging
Communities
(IN DEVELOPMENT)

38. OUR GOAL
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
372
NO MARKETING ANTIBIOTICS | FREE-RANGE THOUGHTS

39. © Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
LOOKS
GOOD ON
A CHAIN
TOO
382

40. say hi:
© Copyright 2014 EMC Corporation. All rights reserved.
@ThomLytle
#SocialMediaOrg
THANK YOU
39
@ThomLytle
in/ThomLytle
thom.lytle@emc.com
2

41. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014