HP B2B Social Media Strategies

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Leveraging social media to reach B2B customersAlex FlaggManager, Social Media and Digital ContentAugust 24, 2012


• 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

• Trivia: grew up in NYC, Broadway actor, fluent in Italian Email.: [email protected]

mlinkedin.com/in/

alexanderflaggTwitter: @alex_flagg

Alex FlaggManager, SoMe & Digital Content

B2B Campaign Services

http://www.linkedin.com/in/alexanderflagg




© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3

About the teamListening,

Intelligence and Reporting

Web and Social Media

editorial support

Training and

onboarding

Governance

Platforms nad communities

Social Media Events

Increasing HP’sinfluence through

Social Media


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


What’s the difference between the B2B and B2C consumer?

B2C B2B

What you might buy for an entity with many stakeholders using their

money

What you might buy for yourself with your own money


Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.

Are they using social media?


Why do business decision-makers participate?

Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.


Social media doesn’t yet replace traditional channels• Web sites• Colleagues within your organization• In-person trade shows, events or conferences• Vendor salespeople


B2C social media influencer strategy

Consumers

Syndication through social

channels

CommunityCreation,

Publishing & Managemen

t

Strategy• Focus on

building follower base

• Recruiting advocates

• Participation• Positive

reviews• Direct sales

Metrics• Community

members/ engagement

• Net Promoter Scores

• Revenue Support calls saved


B2B social media influencer strategy

B2B customer

s

Industry Influencer

s

Social Channels

Subject matter experts

engaged in HP

communities

Strategy• Influence

perceptions / Word of Mouth

• Provide answers /shorten buy cycle

• Build communities

• Lower support costs

Metrics• Share of

Conversation/ Influence

• SEO rankings• Inbound / blog

traffic• Community

members / engagement

• Support calls saved


Four key steps to B2B social media marketing

Listen Publish

Engage

Measure

©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.


Types of listening services for different business objectives

Social Media Data

Brand Health

Campaign performance

Lead generation

Crisis management /

customer support

Customer experience

Crowdsourcing ideas

Operational efficiency


Dynamic reporting on social mediaListening services

App Solution: Posts applaud HP for our Cloud SystemsAnnounced back in Jan and now dual cloud bursting. “…one of the holy grails of Cloud Computing..”

Negative comments routed based on business rules

SoMe Intel routed

HP blogger and sales

community for response


“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

Second, Publish


Create a content engine and syndicate

• Key Messaging• Social Media Listening• BU NPIs, Launches,

Events• Media Coverage• SEO/SEM• CIO Agenda• Competitive Response• Market Intelligence

• Prioritize• Create• Orchestrate• Target• Syndicate• Measure

CoordinatedSyndication and ActivityInputs Social Media &

Editorial Enablement

Relevant

Content


Subject matter experts, sales, fellows, industry comms leads, product managers

Provide training webinars and session on blogging policies, best practices, and content creation tips.

Give them the listening resources, intelligence and incentive to participate – most importantly direction

Recruit

Train

Enable

Third, leverage your people


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 in


Show them the value of Social MediaVolume 1: September release

EG Nadhan’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


Third, engage


A small, influential segment produces most of the social media content…

Base: US online adults - Source: North American Groundswell Heroes Online Survey, Q4 2009

MM

Mass Mavens176 million online adults

13.8% ofOnline adults

1.64 billion influence posts

MM80% of posts,

comments, ratings


Direct engagement to the most important conversations


Connect with key influencers


Fourth, measure and optimize


How events influence Share of Conversation

0

100

200

300

400

500

600

700

800

Cisco Dell EMC HP IBM Oracle

JAN14: HP Deliv-ers Enhanced

Fan Experience by Extending Access to Paul

McCartney's Dig-ital Library

NOV 30: HP moves to cloud for enterprise and service provider using

Compute

DEC 9: Microsoft and HP to collaborate in a four

year contract to sell private and public cloud

services together.

NOV 30: Cisco Global Cloud estimates the

cloud computing traffic to grow by 12x

within 2015

JAN 31: HP cloud services beta opens up for business

JAN 27: Cloud Computing: HP

Commits to webOS Release Schedule


Content optimization is critical

Blogger submits

content for review

Optimization data points

evaluated

Keywords added

Scorecard provided to

blogger

Published by Blogger

2 things are certain and they're not death and taxes

If you can't stand the heat get out of the data center

6 Steps to an Unstoppable Unified Communications strategy

Cloud computing: why architects are not the king of the castle

134

146

546

652

4X better performance when optimizedop

timiz

ed

Not

op

timiz

ed


Why all this matters - meet the new homepage

June 23, 2011 – “Google Hits the Billion Monthly

Unique Visitor Mark”



How it comes together

ListenPlan

Engage

Measure



Thank you

Alex FlaggManager, SoMe & Digital Content

B2B Campaign Services

[email protected]/in/alexanderflagg

@alex_flagg


Social media channelsChannel

Potential B2B Objectives

Activity

Blogs & Communiti es

Thought leadership, traffic building, customer support, lead gen

Content syndication, Blogging, commenting, outreach, issue resolution

Targeted audience engagement, audience research

Q&A, conversation threading, company pages, campaigns, employee relations

Additional audience buildingContent updates / syndication, Web/blog traffic generation

Additional audience building and engagement

Promotions, sharing, updates

Awareness, video platform capabilities

Creating branded channel, posting How-to, tutorials, video library

Awareness, slide platform, lead generation

Posting sales pitches, Webinars, content syndication

Awareness, Traffic generation, SEO

Contributing,creating original articles, monitoring for accuracy, editing

OK, if product is highly visual. Reaches 80% female audience

Create board of photo ideas, additional boards of related products.

Use the right channels for your objectives

Business

HP B2B Social Media Strategies