11 ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Michael.Procopio@hp.comChris.Capehart@hp.com

Social Media for FACC

22

Agenda– 10:30 – 10:45 a.m. Break

– 12:00 – 12:30 p.m. Discussion; Q&A

– 12:30 – 1:30 p.m. Buffet Lunch

During the workshop, we’ll walk you through:

– Understanding your objectives and set goals

– Deciding which social networks to use

– Planning your social content

– Creating and managing your social content

– Establishing a basic monitoring and measurement plan

– Knowing what to do after the workshop

33

Survey

Do you have a Facebook account?

Do you have a LinkedIn account?

Do you have a Twitter account?

44 Groups include people participating in at least one of the activities monthly.

Model audiencepropensity to usesocial media in

business decisionmaking/adoption

activity

The Social Technographics™ Ladder

How people use social media

55

BuyersOverall

5

66

Buyers for business purchase decisions

6

•French and German prefer local language

•German like talking with peers

•Full report will be sent

77

Forrester’s four-step approach to setting social strategy

POST

PeopleAssess your customers’ social activities

Objectives Decide what you want to accomplish

StrategyPlan for how relationships with customers will change

Technology / TacticsDecide which social technologies/tactics to use

88

Round table

Name one of your audiences?

What are your objectives for social media?

99

PlanningCreating

Managing social content

1010

Speaking to a friend

Make it personal

1111

Comparison formal versus social speak

Baby steps or a giant leap into the cloudby CalvinZCloud can be a confusing topic. I tried to avoid the topic for most of 2009 and most of 2010 but it became clear to me that it wasn't just a marketing trend or the latest buzzword. Today I wanted to give you a couple of videos to help you with that conversation with your management.

Hybrid services, seamless management (web page)

Computing paradigms are continually evolving—from mainframes to client/server to web applications and, now, cloud computing. But cloud computing brings more than just a new computing paradigm. It enables a hybrid delivery model where CIOs become brokers of services delivered via public clouds, private clouds and traditional IT.

1212

Controversy

Be factual, opinionated or funnyMarketing Speak

1313 ©2009 HP Confidential13 ©2009 HP Confidential13

TacticsSocial Media Enhanced

Campaigns

Modes of Social Media examples

14 3 April 2012

Direct Interactive

One-way Indirect

OutboundDirect

InteractiveDirect

InteractiveIndirect

OutboundIndirect

HP Content

•Lithium Community

• HP Facebook pages

•Press release

• Static websites

• Email blasts

• Discussion Groups and Forums

• Feedback to External Syndicates / Partners

• External User Group Interaction

Interactive Indirect

•Magazines Articles• Analysts Articles

Modes of Social MediaCharacteristics of Social Media Delivery Channels

15 3 April 2012

Direct Interactive

One-way Indirect

First, the channel can be one-way or interactive:

- one-way is traditional- interactive is new

Next, the channel can be direct or indirect:

- direct is controlled by the sender or origin

- indirect channels are controlled by partners or external parties

Modes of Social Media

Use these four activities with the model:1. Publish – leveraging new or existing content and

enabling customer access, or delivery

2. Evangelize – enhancing coverage of communication channels, extending reach

3. Participate – embedding content into customers interactive channels

4. Redirect – encouraging customer interaction towards a company communication channel

16 3 April 2012

HP Content

Video

Podcast

Blogging

PR

Collateral

Presentations

Discussions

1:1 Chat

Email

‘Live’ Video

Blog Comments

One-wayDirect

InteractiveDirect

InteractiveIndirect

One-wayIndirect

Newsroom

Events

3rd Party

Forums

@hp

3rd Party Forums

Modes of Social Media content and channels

Types of Content

Types of Channels

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Example 1: VideoModes of Social Media

13 April

HP Content

Video

Blogging

Discussions Blog Comments

OutboundDirect

InteractiveDirect

InteractiveIndirect

OutboundIndirect

3rd Party Forums

Publish

Evangelize

Participate

Redirect

1

23

4

5

6

7

8

11

12

13

14

9 10

HP Content

Collateral

Discussions

1:1 Chat

Email

‘Live’ Video

Blog Comments

One-wayDirect

InteractiveDirect

InteractiveIndirect

One-wayIndirect

Events

3rd Party ForumsPublish

Evangelize

Participate

Redirect

1

23

4

5

6 7

8

10

Product Marketing Modes of Social MediaExample 2: Upcoming Event

9

2020

Planning 1

Email me if you want the word file template

2121

Editorial calendarJan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

Events

(VTS, Webinars, TRRT, other)

Pre-Announce booth #, keynotes, etc. on Twitter, blogs, etc. then tweet from show

BlackHat

SAP/Systinetpodcast, webinar, whitepaper for MDI?

RSA R&D Webinar on QC+ Integra-tions?

StarEast

SAP Sapphire?

BPT/Packaged Apps?

Tucon? (Hurdkeynote for TIBCO User Conf)

HPSUAMS

SQE Agile

Agile2010

StarWest Oracle OpenWorld?

HPSU EMEA

Campaigns Q2 Wave Q2 Wave Q2 Wave

Success Stories/ Case Studies

Whitepapers Web 2.0 Extensibility Accelerator

Application Gov in the cloud

Mutual of Omaha convert RM from IBM to HP

Next generation service testing

ALM Messaging for Developers

QC PM Best practices

Placeholder–next gen governance

Placeholder –integra-tiontesting

Movies

2222

Day by day plan

Below red line is post event

2323

Monitoring and

Measuring

2424

What now