I am now officially part of the EMC Total Customer Experience Communication team! That’s all the time I had to celebrate because I was then handed my projects. My first big projects I have to work on is the preparation for Total Customer Experience day which is quickly approaching on October 7th. For us TCE Day is about celebrating EMC’s customer centered culture. It is the one thing that every employee can agree we have in common no matter what department you work for.
This is going to be a global event happening in 10+ locations in 6 countries. Here is just a short list of different activities we have planned:
- Executive Game Show – putting our big names on stage for TCE flavored games. Guaranteed to educate and embarrass!
- Experience Analytics Expo – Putting our feedback insights on display with some touchscreen data visualizations
- “You Define TCE” – This is an internal effort to collect as many stories from employees about how they impact the customer no matter where they are or what they do. These stories will be shared
- Surprise Guest – We have guest speaker(s) coming to EMC locations to speak about the importance of the people that support you customers, fans (hint hint!), or otherwise.
- The entire EMC TCE organization will be available to talk about programs and processes ongoing and discuss new ideas
For all of this I have been asked to head up our social media marketing internal and external. This is a huge learning experience for me. First and foremost is that knowing your tactical social media doesn’t mean you know squat about your strategic social media. Need a comparison?
- Just because I can:
- write a blog/tweet/FB post/etc
- assign searchable tags
- attract views and followers
- Does not mean I know how to:
- Choose how many audiences to target
- know how many social communications to send
- know how many of which social channels to use
The biggest and oddest issue is internal vs external branding. The Customer Experience Professionals Association (CXPA) launched the first event last and named it CX Day. It’s a perfectly fitting name but internally all our branding and messaging is around TCE. So to avoid any confusion internally we refer to it as TCE Day and externally it’s still CX Day. Fun huh? Over the next couple weeks I’ll have more on CX\TCE day so stick around and feel free to start your own celebration.
One of the biggest things that anyone will tell you is that if you want more hits/like/retweets/etc. you need to have a positive message. I wholeheartedly agree. But then I look back at my posts and see that I didn’t put in the positivity that they deserved. Then I was looking at the award on my wall and realized this is more than just an ‘attaboy’. So this is a little reminder to myself on how far we have come.
Here is a list of things my team didn’t have before that we have now.
- User who participate on internal and external social media. Better yet, many do so with no reminder.
- A Total Customer Experience (TCE) website, every opportunity people have to find us is a good thing. Not specifically social but it does link to our social content.
- Someone who is officially in charge of managing the TCE social media strategy. Yup, that’s me. A blessing or a curse it means we take social engagement seriously.
- Engaged customers, partners, and employees. Seen by the great participation in the TCE Ask the Expert session. (2200+ views, 42 replies)
- A new look and branding for our TCE intranet page.
- New co-conspirators: I’ve made some very unlikely alliances with the people i thought would fight the hardest against using social media
- BIG PLANS – We have big plans for this year and next. A list of blogs and engagement opportunities.
Our next big adventure? An entire day about our favorite topic. TCE!
As a community focused person I have this Utopian anarchist dream that we will all get along and ‘do the right thing’. Which of course really means ‘everyone do what I want you to’. You can see where this might cause some issues. In my time attempts to rally the troops to the new intranet platform I did not take into account that most people need to feel secure and supported especially in new ventures. I really needed to guarantee that adopting a new method would be seen positively by our managers. Let’s face it. At the end of the day you need to make your boss happy to keep your job and hopefully get that next raise. Here I was trying to convince folks we should use the free time that we really didn’t have to work on something that no one had been asked to do.
Now jump to the present. Two good things did come out of those efforts. First, everyone is now educated about the new platform and no one was surprised when it appeared. Sometimes sustaining business as usual can be the goal. Second, my efforts were noted by management. I have now been officially assigned to the TCE communications team. This means that I have slightly more clout than I did before. More importantly I have the opportunity to get buy in from executive management. That doesn’t mean that I stop explaining why our new platform is so useful of that I need the teams buy in. What it means is that I can now effectively communicate up down and side to side. That brings me just a little closer to that utopia that I am never going to stop hoping for.