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Sales Enablement

EMC Employee Brand Advocates Ignite Conversation

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. Through a Jive-powered community, they started out very simple by creating push-button, social ready content. Today, their 48,000 global workforce can account for as much as 6% social share of voice.

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.

By Mario Martinez Jr.

Mario is the CEO and Founder of Vengreso. He spent 85 consecutive quarters in B2B Sales and Leadership. He is one of 20 sales influencers invited to appear in the Salesforce.com documentary film “The Story of Sales” launched in 2018.  He was also named 2019’s Top 10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top Sales Training and Coaching Consultant.  Mario is the host of the popular The Modern Selling Podcast.