Community Conversations:
Sourcing Marketing Content That Writes
Itself
Scott Hirsch
VP Content Marketing
Get Satisfaction
...
Overview
Scott Hirsch, VP Content Marketing
Get Satisfaction
– Traditional content marketing
– How community changes the e...
Be in the conversation business …
In a post-social world, content marketing is
not an asset or a landing page …

it’s a se...
Content Marketing - BEFORE

Goal = Lead Capture
@getsatisfaction

@dscotthirsch

4
AFTER – Conversational Content

@getsatisfaction

@dscotthirsch

5
But Wait, There’s More …
No PPC Necessary – Free Referral Traffic

@getsatisfaction

@dscotthirsch

6
Inbound Stats to Brag About

35,000

@getsatisfaction

@dscotthirsch

7
Last Thought - Mobile is Crazy-Important!
(this is data from our own community)

@getsatisfaction

@dscotthirsch

8
Community = Marketing at “Point of Customer”
Twitter

Facebook
Social
Monitoring

Community

Website Integration

Mobility...
HP Vertica Gets Satisfied
Chris Selland
HP Vertica
November 2013

© Copyright 2012 Hewlett-Packard Development Company, L....
A Bit of Background
August 2011 –
Community Edition
announced

2005 – Vertica
Systems Founded

Feb 2011 – Acquired
by HP

...
Competition? – Nope, Customer!

12

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained h...
HP Vertica Key Marketing Imperatives

•
•
•
•
•
•
13

1

Engage the Voice of our Customers
Build the Vertica Community
Fil...
Why HP Vertica Loves Get Satisfaction
• Deflection – Answer popular questions once
• Migration – Help users migrate to Ver...
Results

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change ...
Community Content is a Magnet for Google
Content Marketing 101 - Attract a large audience with your content

16

© Copyrig...
Impact: Community Edition & Eval requests

17

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information ...
SEO in Practice
A common pre- and post-sale query about migration

18

© Copyright 2012 Hewlett-Packard Development Compan...
Top Topics
Building a Community of Developers, Customers and Advocates

19

© Copyright 2012 Hewlett-Packard Development C...
When Our Customers Succeed…

20

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained here...
Questions

Answers.

@getsatisfaction

@dscotthirsch

21
Appendix

Chris Selland
chris.selland@hp.com
(617) 386-4523

© Copyright 2012 Hewlett-Packard Development Company, L.P. Th...
Deflection
Q1:How is data stored in Vertica?
200
150
100

50
0

Question 1 Question 2

Idea

Question 1

Total views by to...
Migration
Q2: Does anyone know how to data transfer from Oracle to
Vertica?
200
150
100

50
0

Question 1 Question 2

Idea...
Direction
Idea: Vertica data base as a service?
200
150
100

50
0

Question 1 Question 2

Idea

Question 1

Total views by...
Education
Q3: How do I connect Vertica with Toad?
200
150
100

50
0

Question 1 Question 2

Idea

Question 1

Total views ...
Evangelism
Praise: Insert performance improved by 90% with Vertica!
200
150
100

50
0

Question 1 Question 2

Idea

Questi...
Retention
Problem: MOVE_PARTITIONS_TO_TABLE breaks ROS
containers
200
150
100

50
0

Question 1 Question 2

Idea

Question...
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Content Marketing - Cultivating an Effective and Dynamic Plan

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Today more than ever, Content Marketing is becoming a large part of the organizational strategy. However, a plan of action that isn't built on a solid foundation won't engage prospects and customers – no matter how great your content may be.

On November 7, join the AMA for a free Virtual XChange® event and learn how to create a strategy that will achieve results, including:

Deciphering WHAT kind of content will work best for your business. Video, white papers, e-books, infographics, case studies, how-to guides, articles, photos – it seems that possibilities are endless. We’ll show you how to put your resources in the right place when it comes to curation!

WHERE to market the content you’ve created. What channels get the most traffic? Does social work better than email? How do you think outside of the box when it comes to distribution? Our expert speakers will guide you through the maze.

HOW to approach measurement. What accurately reflects ROI? Do you report on hard metrics or do you take a big-picture survey? From Google Analytics to CRM systems and beyond, you’ll learn the basis of what constitutes killer reporting.

In addition to taking away key learnings on content marketing, attendees will have the opportunity to win copies of Joe Pulizzi's latest book, Epic Content Marketing, a free registration at an upcoming AMA Content Marketing Training Series, copies of Bluewire Media's Content Marketing Magic E-book and more!

Published in: Technology, Business
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Content Marketing - Cultivating an Effective and Dynamic Plan

  1. 1. Community Conversations: Sourcing Marketing Content That Writes Itself Scott Hirsch VP Content Marketing Get Satisfaction Chris Selland VP Marketing HP Vertica
  2. 2. Overview Scott Hirsch, VP Content Marketing Get Satisfaction – Traditional content marketing – How community changes the equation – Benefits: Scale, SEO, Mobile Chris Selland, VP Marketing – HP Vertica – The big data community – Why Vertica loves customer-generated content – Results @getsatisfaction @dscotthirsch 2
  3. 3. Be in the conversation business … In a post-social world, content marketing is not an asset or a landing page … it’s a series of discoverable conversations. @getsatisfaction @dscotthirsch 33
  4. 4. Content Marketing - BEFORE Goal = Lead Capture @getsatisfaction @dscotthirsch 4
  5. 5. AFTER – Conversational Content @getsatisfaction @dscotthirsch 5
  6. 6. But Wait, There’s More … No PPC Necessary – Free Referral Traffic @getsatisfaction @dscotthirsch 6
  7. 7. Inbound Stats to Brag About 35,000 @getsatisfaction @dscotthirsch 7
  8. 8. Last Thought - Mobile is Crazy-Important! (this is data from our own community) @getsatisfaction @dscotthirsch 8
  9. 9. Community = Marketing at “Point of Customer” Twitter Facebook Social Monitoring Community Website Integration Mobility – Responsive Design @getsatisfaction Conversation CRM / MAP @dscotthirsch 9 9
  10. 10. HP Vertica Gets Satisfied Chris Selland HP Vertica November 2013 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  11. 11. A Bit of Background August 2011 – Community Edition announced 2005 – Vertica Systems Founded Feb 2011 – Acquired by HP August 2012 – Current Marketing team joins When I/we arrived… • MyVertica community live but not very participative • Forums ‘behind the firewall’ and built on non-scalable platform • Website content jumbled, Search rankings poor • Tons of happy customers, zero written case studies • Buyer evolving from tech-driven early adopters to mainstream pragmatists 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  12. 12. Competition? – Nope, Customer! 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  13. 13. HP Vertica Key Marketing Imperatives • • • • • • 13 1 Engage the Voice of our Customers Build the Vertica Community Fill the Pipeline Measure Everything Operate Globally Continuously Improve © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  14. 14. Why HP Vertica Loves Get Satisfaction • Deflection – Answer popular questions once • Migration – Help users migrate to Vertica • Direction – Solicit product requirements from users • Education – Assist users build new skills • Evangelism – Empower users share success with others • Retention – Identify and address issues faster 14 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  15. 15. Results © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  16. 16. Community Content is a Magnet for Google Content Marketing 101 - Attract a large audience with your content 16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  17. 17. Impact: Community Edition & Eval requests 17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  18. 18. SEO in Practice A common pre- and post-sale query about migration 18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  19. 19. Top Topics Building a Community of Developers, Customers and Advocates 19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  20. 20. When Our Customers Succeed… 20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  21. 21. Questions Answers. @getsatisfaction @dscotthirsch 21
  22. 22. Appendix Chris Selland chris.selland@hp.com (617) 386-4523 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  23. 23. Deflection Q1:How is data stored in Vertica? 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
  24. 24. Migration Q2: Does anyone know how to data transfer from Oracle to Vertica? 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 24 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
  25. 25. Direction Idea: Vertica data base as a service? 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
  26. 26. Education Q3: How do I connect Vertica with Toad? 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
  27. 27. Evangelism Praise: Insert performance improved by 90% with Vertica! 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 27 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
  28. 28. Retention Problem: MOVE_PARTITIONS_TO_TABLE breaks ROS containers 200 150 100 50 0 Question 1 Question 2 Idea Question 1 Total views by topic 28 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Praise Problem
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