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Technology Community Engagement: Hits & Misses

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IT & Business Leaders are flocking to social media for robust and deep conversations about technology, but communities are not always meeting their needs. LinkedIn will share feedback from recent research about ITDM expectations and case studies of technology companies who are doing community engagement well.

Presented at TechConnect:13 by Mike Weir, Global Head of Category Development, Technology Industry at LinkedIn and Natalie Malaszenko, Vice President, Global Digital Marketing at Hewlett-Packard

Publicada em: Educação, Tecnologia, Negócios
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Technology Community Engagement: Hits & Misses

  1. 1. Technology Community Engagement: Hits & Misses
  2. 2. Mike Weir Global Head of Category Development Technology Industry, LinkedIn @MikeDWeir #inTC13Natalie Malaszenko Vice President, Global Digital Marketing Hewlett-Packard @NatalieMalas
  3. 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. 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. 5. Intro 5 It’s About Community Making individuals a global collective to learn from peers, experts and brands
  6. 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. 7. Community requires a different approach to lead generation…. Community helps you earn leads Sweet Spot Social Relationships Valuable Content Traditional lead generation
  8. 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. 9. 1st Brand to Reach 1 Million Followers on LinkedIn HP’s 1M Connected to over ¼ of entire LinkedIn Population
  10. 10. 2 Key Learnings • Power of relevance • Leverage Natural Behaviors
  11. 11. Power of Relevance
  12. 12. Right Content, Right Story, Right Time
  13. 13. Right Content Produces Strong Results 4x Higher Engagement 6x More Shares 7x More Comments
  14. 14. World’s Fastest Printer….
  15. 15. …Meets World’s Fastest Businesses
  16. 16. The Natural Behavior…
  17. 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. 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. 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?