Challenge

A little social media marketing helps EMC Break Records

EMC Breaks Records

Last week, in case you hadn’t heard, EMC launched a record 41 products. You can view the Record Breakers simulcast replay on EMC.com, if you’d like. But, I’m not here to talk to you too much about the product side of things – I’m no product expert although I think that there are some awesome new products out there from EMC. Instead, I’d like to talk to you about the social media side of things that went very well, and that I’m extremely proud of. It’s also a demonstration of how well things can go when you have the passion and drive to move them forward, budget or no budget.

How things came together

Pre-Event: January 3 – January 17

First off, we started out with a direct mailer of “broken record puzzles” to key folks around the industry. The feedback was positive on these, and the intent was twofold – 1) Invite them personally to the Record Breaking event on January 18th, and 2) Encourage them to tell others about it in the hopes that their networks would also be interested in the event and accompanying announcements – this is WOM (word of mouth) marketing at its best! (Photos courtesy of Michael Cote)

Photo Courtesy of Michael Cote: http://www.flickr.com/photos/cote/5327583777/in/photostream/   Photo Courtesy of Michael Cote: http://www.flickr.com/photos/cote/5327584807/in/photostream/   Photo Courtesy of Michael Cote: http://www.flickr.com/photos/cote/5328235196/in/photostream/   Photo Courtesy of Michael Cote: http://www.flickr.com/photos/cote/5328235628/in/photostream/

EMCCorp Facebook Challenge Close on the heels of the puzzle, we launched a nifty little Facebook game to drive awareness and encourage fans (yes, I still call them fans!) to break their own records! It’s still up there if you’d like to give it a whirl. Warning: It’s rather addictive!

At the same time, we launched a couple of viral videos on EMC’s YouTube channel, which have accumulated over 700,000 views between the two of them, and successfully drove registration to the EMC event.

All this time, we were also tweeting about the event using a common hashtag - #EMCBreaksRecords - to drive awareness, registration and buzz. We were sharing the videos, making folks aware of the game, and also tweeting world records that had been previously broken – asking them in the form of questions in the morning to gain responses, and giving the answer at the end of the day.

I should also mention a practice that has worked very well for us to keep EMC employees around the globe in the loop of our activities in the social space, as well as enable them to join in on the activities in a consistent and measurable fashion – “social media activation kits.” These kits contain a high level overview of the program at hand, as well as links to content and collateral (both traditional and social), tracking links, hashtags, suggested tweets/posts, social hubs and just about anything else you can imagine to participate in a truly organized social marketing campaign. These are hosted the internal employee community that I used to manage, EMC|ONE – now thoughtfully managed and curated by our own community manager extraordinaire, Michelle Lavoie. Michelle was kind enough to host a front and center widget on the home page to drive further awareness of the activation kit, as well as the overall social media plan for the launch.

In-Event: January 18

The tweeting continued around things that were going on during the simulcast – EMC actually arranged to break a couple of world records with the folks at Guinness during the event. I’ve shared the videos of each within this post – check them out.

 

#EMCBreaksRecords The tweeting during the event also resulted in EMC’s first ever trending topic on Twitter across the entire United States. Last may, we reached trending in Boston for EMC World 2010 – but this is the first U.S.-wide achievement – so you could say we set a record in social media, as well!

EMC Community Network Also, for the first time ever, we held a live Q&A session within our own EMC Community Network. Envisioned and championed by the folks on the ECN team – this was the company’s first ever live simultaneous Q&A session – so another record for us, in a matter of speaking!

Also, the day of launch, our super stellar EMC Blogroll of subject matter experts along with other industry folks produced over 40 blog posts released on the day of the launch, further generating buzz, awareness and affinity for the EMC brand.

So what does all of this mean?

Well, at the end of the day, it means that social media engagement played a critical role in generating awareness and buzz about EMC’s most important and most impactful launch!! Here are a few key statistics and milestones:

  • 1,000+ Broken Records Mailed out to key influencers >> generated buzz, awareness, brand affinity, and ultimately registrations for the event
  • EMC’s first Facebook game generated 80,000+ tab views and over 6,500 new fans of the EMC Facebook page >> generated buzz, awareness, brand affinity, event registration and increased our social audience and the potential realm of our future conversations with these enthusiasts
  • Thanks to our viral videos, EMC’s YouTube channel was ranked #55 in the Gurus Category on YouTube >> increased awareness, buzz, brand affinity, and free advertising
  • The #EMCBreaksRecords hashtag achieved trending status across the entire U.S. during the event on January 18th with over 1,500 tweets across multiple geographies around the world! >> increased awareness, buzz generation, brand affinity, and free advertising
  • The EMC Community Network attracted new users to the community with the live Q&A –in fact, 42% of the visitors that day were new users to the ECN! >> Increased awareness, affinity and exclusive access to the subject matter experts people wanted to talk to the most!
  • EMC bloggers, as well as other bloggers generated over 40 blog posts on the launch >> generating buzz, awareness, and access to the SMEs on the topics surrounding the launch, as well as the products announced.
  • All of this amounted to thousands of mentions in the social space – blogs, tweets, Facebook posts and shares, and industry articles amount to an uber-magnified awareness of EMC and the company’s offerings, messaging and plans for 2011. Heck, even our stock price reached one of the highest points in the past 10 years.

Up Next?

With all that activity and success, you might be wondering what’s next – how will we keep the momentum going?

RBTour1

The EMC Record Breaking Tour, of course! You’ll be able to follow the tour drivers around the world as they make stops, break records, and demo all the latest and greatest from EMC! You can follow the drivers on the Twitter account we set up for them, and keep an eye out for the Record Breaking Tour blog coming soon! There will also be Facebook components, and an invite to all EMC customers, partners, and enthusiasts to share their own record breaking moments!

I’m looking forward to seeing what this next chapter holds!

 

 

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Jamie 

Blog: www.jamiepappas.com

Twitter: @JamiePappas

 

 

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Enter the #EMC xCP xCelerator Challenge #xcpContest & Win!

Xcpchallenge
Show off your xCP chops and share your creations to help the xCP community build powerful solutions more quickly. Enter a winning xCelerator and you can share in the $50,000 prize pool!

What is the xCP xCelerator Challenge?

The xCP xCelerator Challenge is a contest that invites EMC Documentum customers, partners, and employees to submit working xCelerators to the xCP xCelerator xChange, a library of xCelerators contributed by the xCP community. The entries will be judged by the community and a panel of experts, and winners will share a $50,000 prize pool.

What Is An xCelerator?

An xCelerator is one or more assets that can be used to accelerate the creation, adoption, and/or implementation of an xCP solution. An xCelerator is not necessarily a complete, running application; instead, it is intended to hasten application development by providing key pieces of functionality.

What Types of xCelerators are Eligible for the Challenge?

For this Challenge, we're looking for executable (working) sample applications or single-purpose xCelerator assets. See the Judging Criteria for a complete description of the contest categories.

Who Can Enter?

The Challenge is open to all Documentum customers, partners, and employees.

Submission Categories

Each submission must be in one of three categories:

  1. Sample Application: Needs to provide the foundation for an end to end case management or BPM solution, covering the full lifecycle from creation to completion. An example is the Grants Management sample application that is provided with the xCP product.
  2. xCelerator Asset: A standalone component that can be plugged into any xCP application. Examples that are included with xCP include the Advanced Search xCelerator and several Activity Template xCelerators.
  3. Employee Submission: The best xCelerator submitted by an EMC employee. Employees may submit either type of xCelerator, but only one prize will be awarded.

We're looking for submissions that are executable or deployable to a working xCP application. That means xCP Design Patterns are not eligible for this contest (although you're encouraged to contribute those as well to help raise your community status).

What are the Prizes?

One cash prize will be awarded in each of the following categories:

  • Best Sample Application: $20,000
  • Best xCelerator Asset: $10,000
  • Best Employee Entry: $10,000

Plus, each of the three winning teams will receive one conference pass plus expenses to participate in an expert panel at the next EMC World, May 2011 in Las Vegas (total of 3 passes).

An Added Bonus!

Network with others across the entire EMC Documentum Developer Network!!

Sounds Great! How Do I Enter?

See How, What, and When to Submit your xCelerator

Timelines

  • Contest opens October 26th 2010 at Momentum Lisbon
  • All entries due by midnight Pacific Time, December 31 2010
  • Community posting of finalists and voting starts mid-January 2011
  • Voting complete early February 2011
  • Winners announced early March 2011
  • Winners present on Expert Panel at Momentum at EMC World May 2011

 

So, come on! Get your game on!! We want to hear from you!!

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Jamie 

Blog: www.jamiepappas.com

Twitter: @JamiePappas

 

 

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