1.
Technology Community
Engagement: Hits & Misses

2.
Mike Weir
Global Head of Category Development
Technology Industry, LinkedIn
@MikeDWeir
#inTC13Natalie Malaszenko
Vice President, Global Digital Marketing
Hewlett-Packard
@NatalieMalas

3.
Data Helps Us Move from “I think” to “Data suggests”
Architect wants
people to walk here
Data suggests people
want to walk here

4.
What does the IT Committee want?
LinkedIn Confidential ©2013 All Rights Reserved
discussion
forums
support
forums
message
boards
blogs
trade
shows
reviews
news

5.
Intro
5
It’s About Community
Making individuals a global collective to learn from peers,
experts and brands

6.
How to align with customer’s preferred ways to
learn & engage
Company Page
1,366,954 followers
Group
12K members
Slideshare
Social sharing
Advertising
Targeted audience

7.
Community requires a different approach to lead
generation…. Community helps you earn leads
Sweet Spot
Social
Relationships
Valuable
Content
Traditional
lead generation

8.
Don’t fall back on old ways of communicating or
your community may revolt
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 8
Top 5 reasons the IT Committee doesn’t connect with a
vendor on a social network
05
Talk too much about
themselves
02
Don’t believe would provide
any credible information
04
Don’t believe would provide any
info that is relevant to my job
01
Don’t want to receive a lot of
marketing materials
03
Not thought leaders in
the category
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013

9.
1st Brand to Reach 1 Million Followers on LinkedIn
HP’s 1M Connected to over ¼ of entire LinkedIn Population

10.
2 Key Learnings
• Power of relevance
• Leverage Natural Behaviors

11.
Power of Relevance

12.
Right Content, Right Story, Right Time

13.
Right Content Produces Strong Results
4x Higher Engagement
6x More Shares
7x More Comments

14.
World’s Fastest Printer….

15.
…Meets World’s Fastest Businesses

16.
The Natural Behavior…

17.
HP Business Accelerated Social Campaign
Share. Accelerate. Win.
Combined power of HP’s 1M+ LinkedIn
follower base with the expertise and
natural behavior of BDMs and ITDMs;
fueling, and incenting conversation via
questions on how to move faster in
business

18.
Business Accelerated Results
 Generated positive sentiment, that drove significant
uplift in engagement and successfully connected HP
Officejet Pro X to how businesses move faster
 Nailed the targeted, connecting with ITDM, BDM in a
quality, relevant conversation
 Innovatively connected with HP’s 1M+ LinkedIn fans;
total reach of 10M
 Bridged the journey for potential customers, hosting
and increasing traffic on the HP OJPX product showcase
site by 45%. 53% increase in time spent on time.
1
2
3
4

19.
Quality of Conversation
The quality of conversation was positive, and relevant with heavy participation
from our target demographic of ITDMs, and BDMs. Many of whom are
LinkedIn super users, with 500+ connections.
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