Technology Community Engagement: Hits & Misses

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

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. How to keep everyday tasks from slowing you down? Mobile Apps that help you move faster? What Industry news do you follow to keep up-to-speed? What new trends will help advance your business? What do you want your business to win a Guinness World Record for?