Title: VP-global marketing Company: EMC Corp. Years in current job: 2
Since becoming VP-global marketing at EMC Corp. two years ago, Todd Forsythe has focused on using social marketing to get closer to customers.
Among the storage giant's initiatives is ECN, a social network comprising customers, partners and prospects. The community has 250,000 members and continues to grow at a strong rate. Its members spend on average 240% more money with EMC than nonmembers, and they tend to be “the highest value and most loyal,” Forsythe said.
“It's more like a Facebook—streaming conversation opportunities to aid peer-to-peer collaboration,” he said. “We wanted it to be simpler for people to identify experts and communicate with individuals.”
ECN—which debuted as a customer-support community in 2003, migrated to Jive in 2007 and upgraded to the latest Jive platform in March—has seen engagement skyrocket. A new feature of ECN is EMC Elect, a peer-nominated, community-advocacy program introduced in February. It gives advocates who are selected special privileges, such as access to launch previews. Of the 180 people nominated, 75 were “elected.”
EMC's marketing team has spent a considerable amount of time focusing on content performance across all its social marketing channels to determine which collateral is shared most widely.
“We focus on [optimizing the] content that is most engaging across the social ecosystem,” Forsythe said. “As a proof point, our engagement on Facebook is up 720% year-over-year and our engagement on Twitter is up 300%.”