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HP B2B Social Media Strategies
 

HP B2B Social Media Strategies

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How B2B customers behave differently than their consumer counterparts ...

How B2B customers behave differently than their consumer counterparts

Four key steps to B2B social media marketing

Listening to your customers

Creating a content engine

Leveraging your people

Targeting key influencers

Measuring and optimizing

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    HP B2B Social Media Strategies HP B2B Social Media Strategies Presentation Transcript

    • Leveragingsocial media toreach B2B customersAlex FlaggManager, Social Media and Digital ContentAugust 24, 2012© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • • 15 years in large enterprise marketing and advertising for HP, Sun, AT&T, and Microsoft • Lead a team of 20 social media, search engine, and digital content practitioners • Passionate about cracking the code to B2B marketing Alex Flagg • Trivia: grew up in NYC, Broadway actor, Manager, SoMe & Digital Content B2B Campaign Services fluent in Italian Email.: Alex.flagg@hp.com linkedin.com/in/alexanderflagg Twitter: @alex_flagg© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • About the team Listening, Intelligence and Reporting Web and Social Social Media Media editorial Events support Increasing HP’s influence through Social Media Platforms nad Training and communities onboarding Governance3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Agenda• How B2B customers behave differently than their consumer counterparts• Four key steps to B2B social media marketing• Listening to your customers• Creating a content engine• Leveraging your people• Targeting key influencers• Measuring and optimizing4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • What’s the difference betweenthe B2B and B2C consumer? B2C B2B What you might buy for yourself with What you might buy for an entity with many your own money stakeholders using their money5 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Are they using social media?6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.
    • Why do business decision-makers participate?7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Social media doesn’t yet replace traditional channels• Web sites• Colleagues within your organization• In-person trade shows, events or conferences• Vendor salespeople8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • B2C social media influencer strategy Consumers Strategy Metrics • Focus on building • Community follower base members/ Syndication engagement through social • Recruiting channels advocates • Net Promoter • Participation Scores • Positive reviews • Revenue Support calls saved • Direct sales Community Creation, Publishing & Management9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • B2B social media influencer strategy B2B customers Strategy Metrics • Influence • Share of Industry perceptions / Conversation/ Influencers Word of Mouth Influence • Provide answers • SEO rankings /shorten buy • Inbound / blog Social cycle traffic Channels • Build • Community communities members / • Lower support engagement Subject matter costs • Support calls experts engaged saved in HP communities10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Four key steps to B2B social media marketing Listen Publish Engage Measure 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.©2011 Hewlett-Packard Development Company, L.P.
    • First, listen to customers Social media is built on conversations: someone listens and someone talks. If all we are doing is talking through social media, the customer voice isn’t heard opportunities are missed.12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Types of listening services for different businessobjectives Brand Health Operational Campaign efficiency performance Social Crowdsourcing Media ideas Data Lead generation Crisis Customer management experience / customer support13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Dynamic reporting on social mediaListening services App Solution: Posts applaud HP for our Cloud Systems Announced back in Jan and now dual cloud bursting. SoMe Intel routed “…one of the holy grails of Cloud Computing..” HP blogger and sales community for response Negative comments routed based on business rules14 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Second, Publish “There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.” -David Ogilvy © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Create a content engine and syndicate Inputs Social Media & Coordinated Editorial Enablement Syndication and Activity • Key Messaging • Social Media Listening • Prioritize • BU NPIs, Launches, Events • Create • Media Coverage • Orchestrate Relevant • SEO/SEM • Target Content • CIO Agenda • Syndicate • Competitive Response • Measure • Market Intelligence16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Third, leverage your people Subject matter experts, sales, fellows, industry Recruit comms leads, product managers Provide training webinars and session on blogging Train policies, best practices, and content creation tips. Give them the listening resources, intelligence and Enable incentive to participate – most importantly direction17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Promote engagementSocialympics Actual: 120 new employee participants; in three weeks • 41 took HP’s mandatory Grow@HP beginner course • 88 additional training courses taken • 55 conversations participated in18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Show them the value of Social MediaVolume 1: September releaseEGNadhan’s blogging journeyRaf Los shares best practices/tips on bloggingBlog Excellence programLatin America gets started in social mediaEditorial support of strike (Sydney 3 Amigosexample)How you can be your own star - Starmaker programVolume 2: October releaseCharlie BessUsing SoMe to supplement a program: ES INSIGHTTwitter ChatsSoMe contests: Tweet in the New YearHP Discover Las VegasSingapore Tech DayValue of the Enterprise Community (Lithium)Do-it-yourself metrics 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Third, engage© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • A small, influential segment producesmost of the social media content… Mass Mavens 176 million online adults 1.64 billion influence posts 13.8% of 80% of posts, MM MM Online adults comments, ratings Base: US online adults - Source: North American Groundswell Heroes Online Survey, Q4 200921 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Direct engagement to the most importantconversations22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Connect with key influencers23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Fourth, measure and optimize© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • How events influence Share of Conversation DEC 9: Microsoft and HP to JAN 31: HP cloud collaborate in a four year JAN 27: Cloud 800 NOV 30: HP moves to cloud for Computing: HP services beta opens contract to sell private and up for business enterprise and service provider public cloud services together. Commits to webOS using Compute Release Schedule 700 JAN14: HP Delivers 600 Enhanced Fan NOV 30: Cisco Global Cloud Experience by estimates the cloud Extending Access to 500 computing traffic to grow Paul McCartneys by 12x within 2015 Digital Library 400 300 200 100 0 1 Nov 2011 15 Nov 2011 29 Nov 2011 13 Dec 2011 27 Dec 2011 10 Jan 2012 24 Jan 2012 Cisco Dell EMC HP IBM Oracle25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Content optimization is critical Blogger Optimization Scorecard submits Keywords Published by data points provided to content for added Blogger evaluated blogger review 4X better performance when optimized optimized 652 Cloud computing: why architects are not the king of the castle 546 6 Steps to an Unstoppable Unified Communications strategy optimized 146 If you cant stand the heat get out of the data center Not 134 2 things are certain and theyre not death and taxes26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Why all this matters - meet the new homepage June 23, 2011 – “Google Hits the Billion Monthly Unique Visitor Mark” 27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.©2012 Hewlett-Packard Development Company, L.P.
    • How it comes together Plan Listen Engage Measure 28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.©2011 Hewlett-Packard Development Company, L.P.
    • Thank you Alex Flagg Manager, SoMe & Digital Content B2B Campaign Services Alex.flagg@hp.com linkedin.com/in/alexanderflagg @alex_flagg© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Social media channels your objectivesUse the right channels for Channel Potential B2B Objectives Activity Blogs & Thought leadership, traffic building, Content syndication, Blogging, commenting, Communiti es customer support, lead gen outreach, issue resolution Targeted audience Q&A, conversation threading, company pages, engagement, audience research campaigns, employee relations Content updates / syndication, Web/blog traffic Additional audience building generation Additional audience building and Promotions, sharing, updates engagement Awareness, video platform Creating branded channel, posting How-to, capabilities tutorials, video library Awareness, slide platform, lead Posting sales pitches, Webinars, content generation syndication Contributing,creating original articles, Awareness, Traffic generation, SEO monitoring for accuracy, editing OK, if product is highly visual. Create board of photo ideas, additional boards30 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Reaches 80% female audience of related products.