Social Media: Join the Conversation


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The first thing you must remember when adopting social media is to approach with caution: apply forethought and integrate social media as part of your overall marketing toolkit. Here I provide a general overview of what shapes my approach to social media strategy.

This is the presentation I gave to the French American Chamber of Commerce in Dallas on August 4, 2011.

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  • Don’t assume…research social media usage in each country or geographic area (ex. urban or rural areas) and develop a plan based on usage in that locale.
  • English and Chinese are dominant languages for social media, but far from universal. According to a recent Gallup survey commissioned by the European Union, only 53% would accept an English version of a website if it was not available in their own language.
  • Research, test, be prepared to adapt in each market. Know your audience. Remember - different strokes for different folks Different cultures favor different channels and types of communication - ex. – Chinese blog, Germans text, Russians love social networking
  • Facebook and MySpace are popular in many countries around the world, but some networks have much higher penetration in certain countries. Remember there are restrictions in some areas that limit their participation. For example, Facebook cannot be accessed in China, but SinaWeibo is similar and extremely popular. Example on right – popular SoMe networks in Germany.
  • Textbooks and language industry publications are full of examples – see for plenty of chuckles!
  • Ex. “football” means different sports in different countries. Sports analogies don’t always translate. A funny joke in one language can be offensive in another (sometimes there doesn’t even have to be a language issue!)Something as simple as a “thumbs up” can have a positive connotation in our culture, but mean something completely different in another. In the Middle East it has a sexual connotation.
  • The same text in different languages can vary by as much as 35% - either way. For example, printed text in German or Spanish will usually be significantly longer than the same text in English, while the Finnish or Japanese version will be much shorter. Similar variances also apply to audio copy. Also, remembernot all languages are left-to-right reading.
  • One thought per sentence, tweet, or postConsider breaking up complex sentencesEliminate unnecessarywords and phrasesWrite it, cut it down, then step away. When you come back – look at critically. Does it really communicate your most important points?
  • Social Media: Join the Conversation

    1. 1. …the conversation<br />“You can't manage the conversation <br />If you're not in the conversation”<br />Social-Media Luncheon <br />French-American Chamber of Dallas-Fort Worth<br />04 August 2011<br />HP Enterprise Services, Plano<br />©2011 Hewlett-Packard Development Company, L.P. <br />The information contained herein is subject to change without notice<br />Join…<br />
    2. 2. HP ACGApplications and ContentGlobalization<br />From HP Enterprise Services<br />Camille K. Hedrick<br />Worldwide Marketing <br />and Communications<br />
    3. 3. Who is HP ACG? <br />World’s largest language supplier serving global businesses (non-governmental)*<br />*From Common Sense Advisory, The Language Services Market: 2011, May 31, 2011<br />
    4. 4. Automation & Management<br />HP ACG OfferingEnd-to-end portfolio of services<br />Testing<br />Content Creation <br />Rich Media <br />Translation & Localization<br />CONTENT<br />APPLICATIONS<br />TRANSCREATION<br />Automation and Management<br />G l o b a l i z a t i o n O u t s o u r c i n g<br />
    5. 5. HP ACG Global Presence<br />200 subject matter experts in14 locations worldwide – 400 million words / year<br />Suzhou<br />Shanghai<br />Osaka<br />Munich<br />Grenoble<br />Bellevue<br /><ul><li>Software Engineers
    6. 6. Project Managers
    7. 7. Internationalization Consultants
    8. 8. Content Developers
    9. 9. Graphic Designers
    10. 10. Testing Engineers</li></ul>San Jose<br />Palo Alto<br />Bratislava<br />San Diego<br />Houston<br />Plano<br />Baton Rouge<br />HP ACG Locations<br />Translation Partners<br />*Best Shore: Onshore, Nearshore, Offshore<br />HP ACG Confidential<br />Sao Paulo<br />
    11. 11. ©2011 Hewlett-Packard Development Company, L.P. <br />The information contained herein is subject to change without notice<br />Join the Conversation<br />Becca Taylor, @beccataylor<br />HP Enterprise Social Media Manager<br />04 August 2011<br />Fundamentals of a successful business social media strategy<br />
    12. 12. “Social media has become a priority so quickly, nearly 70 percent say their companies will be perceived as “out of touch” if they aren’t using it.”<br />IBM Institute for Business Value CRM report<br />
    13. 13. 8<br />The social Internet has changed how people use digital media…<br />
    14. 14. 9<br />…And it’s not just the youngsters anymore<br />
    15. 15. “…companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.”<br />Charlene Li of the Altimeter Group and Wetpaint <br />
    16. 16. Foundation for a Social Media Strategy<br />Your Mandate: Approach with forethought and clear objectives<br />P<br />PeopleAssess your customers’ social activities<br />O<br />ObjectivesDecide what you want to accomplish<br />S<br />StrategyPlan for relationships with customers<br />T<br />TechnologyDecide which social technologies to use<br />11<br />Source: Forrester Research, Inc.<br />
    17. 17. From Demographics to Technographics<br />12<br />Traditional media was all about demographics (based on where a consumer is or what they do)<br />Social media focuses more on psychographics (based on who a consumer is or what they want)<br />Forrester coined the term Social Technographics (based on how a consumer uses social technology)<br />Source: Forrester Research, Inc.<br />
    18. 18. Consider Your Social Media Objectives<br />13<br />What business need will social media engagement fulfill?<br />Will I fill this need or can I coach an SME to fill?<br />With whom do you want to connect?<br />What image do you want to project?<br />How much time can you (or are you willing) to spend on it?<br />Some common objectives for using social media:<br /><ul><li>Syndicate content
    19. 19. Build relationship with your customers
    20. 20. Monitor brand perceptions and true opinions
    21. 21. Learn who your customers are
    22. 22. Respond to or help customers
    23. 23. Monitor or spar with competitors</li></li></ul><li>14<br />Social media strategy put simply<br />
    24. 24. The key is not just hearing, but listening.<br />15<br />
    25. 25. Before you can fish you need to know where the fish are<br />16<br />Brand mentions<br />Audience trends (fans, followers, check-ins)<br />Sentiment<br />Share of Conversation<br />Go simple or robust, just start!<br />Social media listening<br />
    26. 26. To truly listen you must act upon what you’ve heard.<br />
    27. 27. verb /enˈgāj/<br />Occupy, attract, or involve (someone's interest or attention)<br />Cause someone to become involved in (a conversation or discussion)<br />Establish a meaningful contact or connection with<br />Engage<br />
    28. 28. “Social media is not a campaign that is around for 6 weeks – it is an ongoing activity that pays back over time.”<br />John Battelle<br />CEO, Federated Media<br />
    29. 29. Social media is merely another tool in your marketing toolkit<br />20<br />Avoid the social media vacuum<br />
    30. 30. Your purpose may not match your customer’s<br />Connection with purpose<br />
    31. 31. Choosing your channels<br />22<br />Choose based on your audience and objectives<br />Pick one network, develop it, then add another<br />Be authentic<br />Be consistent<br />Be willing to learn as you go<br />
    32. 32. The Network Effect in action<br />23<br />Network effect: Your social network becomes more valuable as more people use it, encouraging ever-increasing adopters, depth, and relevance<br />Results:<br /><ul><li>Top HP enterprise blog
    33. 33. Increase in TwitterGrade & Klout
    34. 34. Accepted & sought after member of community at large</li></ul>23<br />
    35. 35. Connect the print-digital-mobile experience<br />QR codes<br />Example: Levenger uses QR code to ensure that customers see the latest news. <br />Example: ScanLife includes a QR code at the end of their research reports. <br />Source: Mobile Barcode Trend Report, ScanLife 2Q11<br />
    36. 36. HP’s enterprise events mobile app<br />Find HP sessions, keynotes, and booth<br />Connect to HP and peers<br />Download digital assets<br />Participate in community competitions<br />Deliver social experience through mobile technology<br />25<br />
    37. 37. Join the Conversation<br />Going International<br />Deborah Angell Smith<br />Marketing Communications Consultant<br />HP ACG<br />August 4, 2011<br />©2011 Hewlett-Packard Development Company, L.P. <br />The information contained herein is subject to change without notice<br />
    38. 38. 27<br />Social Media is Everywhere…<br />South <br />Korea<br />9.4m<br />Russia<br />6.1m<br />UK<br />11m<br />USA<br />43m<br />China<br />39m<br />Netherlands<br />3.7m<br />Denmark<br />0.6m<br />Poland<br />2.7m<br />Japan<br />12.4m<br />Germany<br />8.2m<br />Czech<br />0.8m<br />CANADA<br />4.2m<br />Romania<br />1.4m<br />France<br />4.2m<br />Hungary<br />1m<br />Switzerland<br />0.9m<br />Turkey<br />3.3m<br />Italy<br />3.9m<br />Austria<br />0.6m<br />Spain<br />4.7m<br />Greece<br />0.5m<br />Pakistan<br />1.8m<br />Taiwan<br />3.9m<br />India<br />11.7m<br />MEXICO<br />5.1m<br />Hong <br />Kong<br />1m<br />Philippines<br />3m<br />BRAZIL<br />11.4m<br />Australia<br />2.6m<br />…but some places more than others!<br />Source: Universal McCann, Wave 3 2008<br />
    39. 39. 28<br />There is NO universal language<br />To reach your global clients, you must communicate with them in their own language<br />Source: Internet World Stats<br />
    40. 40. 29<br />Users in different countries are at different stages in the social media adoption cycle <br />
    41. 41. 30<br />Facebook dominates...<br />…but isn’t the only player!<br />Source:<br />
    42. 42. A few tips for better international communication<br />
    43. 43. Avoid jargon, slang or cultural references<br />32<br />
    44. 44. Be careful with humor, sports analogies and images<br />
    45. 45. Allow for text expansion or contraction, depending on the language<br />140 characters in English <br />≠ 140 characters in other languages!<br />
    46. 46. People everywhere are busy…<br />Keep it SIMPLE!<br />35<br />
    47. 47. Thank you<br />