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Leveraging Social Media to Drive B2B PurchaseInfluence
Alex FlaggDirector, Customer & Market InsightsHewlett-Packard
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
• Enterprise insights, marketing and advertising for HP, Sun, AT&T, and Microsoft
•Passionate about cracking the code to B2B marketing
• Trivia: Grew up in NYC, Broadway actor, fluent in Italian
Email.: [email protected]/in/alexanderflaggTwitter: @alex_flagg
Alex FlaggDirector, Customer & Market
Insights
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
•Social Media Strategy and Planning for HP, Intel, Nike and Disney
• Love developing fresh, new ideas for complex business challenges
• Trivia: Bass Player, ex-Vermont Park Ranger, Pop Culture Junkie
Email: [email protected]:
www.linkedin.com/in/rebeccahillsf/
Twitter: @rebeccer
Rebecca HillDirector, Social Media
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Businesses have a finite amount of money and time; therefore they must identify the most connected people they can to help expand their reach.Dr. Bernardo HubermanDirector of HP Labs Social Computing
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Social media is becoming increasingly important in influencing B2B purchases“Which of the following sources of information influence your decision-making?”
Support forums, discussion forums
Professional social networking sites
Online videosLinkedInFacebookTwitter
Virtual eventsBlogs
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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
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B2B social media influencer outreach strategy
B2B customer
s
Industry Influencer
s
Social Channels
Subject matter experts
engaged in HP
communities
Goals• BE where customers are• Ensure brand is top of
mind• Human connection• Shorten buy cycle• Maximize consideration
and lead conversion potential
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Direct engagement to the most important conversations
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Connect with key influencers
[HP Influencers]
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The strategy
HP Thought Leadership
Share of Influence, Engagement, Lead Generation
Relevant Influential
People (External and
Internal)
Custom Content
InfluencerOutreach
KPIs
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Case study: Making a star
The Star Maker Program raises the profile and influence of HP thought-leaders.
Criteria for selection:1. Dedication2. Personality3. Topic focus
Christian VerstraeteChief Technologist, Cloud Solutions
Paul MullerVP Software Marketing, HP Software
Rafal LosSenior Security Strategist, HP Software
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The Star Maker Program
PHASE I: The “Makeover”PHASE II: Cross-Platform, EpisodicPHASE III: Creating Business Impact
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Phase 1: The Makeover
sm
Video (2x Mo)
Blog (2x Wk)
Tweet (3x Dy)
LinkedIn (1x Dy)
• Custom content• Consistent
publishing cadence
• HP brand support
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CHANNEL BASICS
• Follow external influencers on Twitter• Re-tweet external influencers when appropriate
• Connect via LinkedIn to all top external Influencers• Join and post in non-HP groups
• Follow external influencers via blogs (RSS feed, Google Alert) • Provide a YouTube playlist for each Star
• Write blog posts that ladder to high profile content
• Reply to all Blog Comments, Likes, etc.• Invite external influencers via Twitter to read and
respond to Blog.
Phase 1: The Makeover
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PassiveContent-sharingPromotionalCorporate
PassionateConversationalProvocativeCharismatic
Phase 1: The Makeover
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Phase 2: Cross-Platform, Episodic
“This Week in the Cloud”Six Weeks To Answer six Key Questions on Cloud Computing
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Phase 2: Cross-Platform, Episodic
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6, one hour Twitter Q+A’s with external influencers at 1pm EST
on Thursdays
Cloud Tweaks sponsored
blog posts and Twitter
syndication
Cloud Skype chats with
the Christian, Paul and
Rafal
Phase 2: Cross-Platform, Episodic
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Phase 2: Cross-Platform, EpisodicCustom
Content / Direct
Engagement
Drive to Topic Hub on HP.com
Syndication / Promotion
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Phase 3: Creating Business Impact
Establish a clear way for enabling HP’s earned and
owned media to drive engaged audiences to
lead nurturing programs
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Phase 3: Creating Business Impact
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Phase 3: Creating Business Impact
Briefing
Content
Tracking
Distri-bution
Analysis
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Phase 3: Creating Business Impact
Stars’ Blog Posts with Inbound Averages
Inbound Marketing Lead Generation Averages
1-2%
4%
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Events
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Events HP / Non-HP Events
Stars External Influencers
Syndication / Distribution
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Results
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Results: How we measure success
Share of Influence
Engagements
Prospects
Measurement and Insight:• Social Listening• Web Analytics• Marketing Automation
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Results: Optimizing activities to reach influencers
BIOHP Chief Technologist, Cloud Strategy – Curator – Spokesperson – Social Media Influencer
TOPICS• Cloud Strategy• Big Data• Security and the
Cloud
ACTIVITIES• Twitter, Live Chat Host /
Moderator• Hosted Video Topics• Event Video Host• Event Video Interviewee• Writer, Blogs and White
Papers
Scorecard
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Results: Media / PR took notice
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Why all this matters - meet the new homepage
June 23, 2011 – “Google Hits the Billion Monthly
Unique Visitor Mark”
©2012 Hewlett-Packard Development Company, L.P.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Questions?
Alex FlaggDirector, Customer &
Market Insights
[email protected]/in/alexanderflagg
@alex_flagg
Rebecca HillDirector, Social Media
[email protected]/in/rebeccahillsf
@rebeccer