Igniting Conversations with EMC Employee Brand Advocates

EMC Employee Brand Advocates Ignite Conversation

Employees Account for 6% Share of Social Voice

In episode 5, the second part of my interview with Todd Forsythe of EMC, he reveals how they started building their internal community about five years ago. Leveraging a Jive-powered community, they started out very simple by creating push-button, social ready content. They also provide coaching and training to enable employees to participate in conversations and engagement in their online community.

The result of EMC’s internal community is a social share of voice in the range of 6%. The most significant effect however is creating enthusiastic brand advocates. Considering that the size of their workforce is 48,000 strong around the world, their impact on engagement with customers and partners has a very positive ROMI (return on marketing investment).

Todd acknowledges that when their executives engage in the community they really ignite conversation. In hindsight, he admits getting executives involved earlier would’ve been beneficial.

To be social external, it’s important to be social internal. Offering employees the tools, technology and processes empowers them to be valuable members of their ECN community.

Todd closes out by offering advice to businesses who might be getting started with a social business conversation marketing strategy.

Download the EMC Community Network case study for the full story to share with your colleagues.

Bernie Borges

Bernie Borges is Co-founder and Chief Customer Officer of Vengreso, the leader in digital sales transformation. He's also the host of the award-winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a speaker and voice over talent. He has a passion for aligning marketing, sales, and customer success for great customer outcomes and sustained revenue results. Bernie is a fitness buff and enjoys kayaking with his family in Tampa Bay.

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