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 W

1. Leveraging
social media to
reach B2B customers
Alex Flagg
Manager, Social Media and Digital Content
August 24, 2012
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2. • 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.

3. 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
Governance
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4. 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 optimizing
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5. What’s the difference between
the 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 money
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6. Are they using social media?
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Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.

7. Why do business decision-makers participate?
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8. Social media doesn’t yet replace traditional channels
• Web sites
• Colleagues within your organization
• In-person trade shows, events or conferences
• Vendor salespeople
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9. 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 &
Management
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10. 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
communities
10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

11. Four key steps to B2B social media marketing
Listen Publish
Engage
Measure
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©2011 Hewlett-Packard Development Company, L.P.

12. 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.
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13. Types of listening services for different business
objectives
Brand Health
Operational Campaign
efficiency performance
Social
Crowdsourcing
Media
ideas Data Lead
generation
Crisis
Customer management
experience / customer
support
13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

14. Dynamic reporting on social media
Listening 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
rules
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15. 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.

16. 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 Intelligence
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17. 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 direction
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18. Promote engagement
Socialympics
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 in
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19. Show them the value of Social Media
Volume 1: September release
EGNadhan’s blogging journey
Raf Los shares best practices/tips on blogging
Blog Excellence program
Latin America gets started in social media
Editorial support of strike (Sydney 3 Amigos
example)
How you can be your own star - Starmaker program
Volume 2: October release
Charlie Bess
Using SoMe to supplement a program: ES INSIGHT
Twitter Chats
SoMe contests: Tweet in the New Year
HP Discover Las Vegas
Singapore Tech Day
Value of the Enterprise Community (Lithium)
Do-it-yourself metrics
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20. Third, engage
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

21. A small, influential segment produces
most 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 2009
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22. Direct engagement to the most important
conversations
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23. Connect with key influencers
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24. Fourth, measure and optimize
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

25. 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 McCartney's
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 Oracle
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26. 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 can't stand the heat get out of the data center
Not
134
2 things are certain and they're not death and taxes
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27. Why all this matters - meet the new homepage
June 23, 2011 – “Google
Hits the Billion Monthly
Unique Visitor Mark”
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©2012 Hewlett-Packard Development Company, L.P.

28. 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.

29. 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.

30. Social media channels your objectives
Use 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 boards
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Reaches 80% female audience of related products.