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Social Media Strategies for FACC

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Social Media Strategies for FACC

  1. 1. Social Media for FACC Michael.Procopio@hp.com Chris.Capehart@hp.com 1 ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
  2. 2. 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 2
  3. 3. Survey Do you have a Facebook account? Do you have a LinkedIn account? Do you have a Twitter account? 3
  4. 4. How people use social media The Social Technographics™ Ladder Model audience propensity to use social media in business decision making/adoption activity 4 Groups include people participating in at least one of the activities monthly.
  5. 5. Buyers Overall 5 5
  6. 6. Buyers for business purchase decisions •French and German prefer local language •German like talking with peers •Full report will be sent 6 6
  7. 7. Forrester’s four-step approach to setting social strategy P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology / Tactics Decide which social technologies/tactics to use 7
  8. 8. Round table Name one of your audiences? What are your objectives for social media? 8
  9. 9. Planning Creating Managing social content 9
  10. 10. Speaking to a friend Make it personal 10
  11. 11. Comparison formal versus social speak 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. Baby steps or a giant leap into the cloud by CalvinZ Cloud 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. 11
  12. 12. Controversy Be factual, opinionated or funny Marketing Speak 12
  13. 13. Tactics Social Media Enhanced Campaigns 13 ©2009 HP Confidential
  14. 14. Modes of Social Media examples Interactive Indirect Interactive Interactive • Discussion Groups and Forums Indirect Direct • Feedback to External Syndicates / •Lithium Community Direct Interactive Partners • HP Facebook pages • External User Group Interaction HP Content •Press release One-way Indirect • Static websites • Email blasts •Magazines Articles • Analysts Articles Outbound Outbound Direct Indirect 14 3 April 2012
  15. 15. Modes of Social Media Characteristics of Social Media Delivery Channels First, the channel can be one-way or interactive: Direct Interactive - one-way is traditional - interactive is new Next, the channel can be direct or indirect: - direct is controlled by One-way Indirect the sender or origin - indirect channels are controlled by partners or external parties 15 3 April 2012
  16. 16. 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
  17. 17. Modes of Social Media content and channels Interactive 3rd Party Forums Interactive Types of Direct Indirect Content @hp Types of Forums Channels Discussions 1:1 Chat ‘Live’ Video Blog Email Comments HP Content Collateral Video 3rd Party Newsroom Podcast PR Presentations Blogging One-way Events One-way Direct Indirect
  18. 18. Modes of Social Media Example 1: Video Publish Interactive Interactive Direct 12 Indirect Evangelize 3rd Party Forums Participate 13 11 Redirect 14 Blog 6 Discussions Comments 9 10 1 HP Content 4 2 Video 3 Blogging 5 8 Outbound 7 Outbound Direct Indirect 18 3 1 April
  19. 19. Product Marketing Modes of Social Media Example 2: Upcoming Event Publish Interactive 3rd Party Forums Interactive Evangelize Direct Indirect 8 Participate 10 Redirect Discussions 9 1:1 Chat ‘Live’ Video 6 7 4 Blog Email Comments 1 HP Content 3 2 Collateral Events 5 One-way One-way Direct Indirect
  20. 20. Planning 1 Email me if you want the word file template 20
  21. 21. Editorial calendar Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Events BlackHat RSA R&D SAP HPSU Agile StarWest Oracle HPSU Webinar Sapphire? AMS 2010 Open EMEA (VTS, SAP/ on QC+ World? Webinars, Systinet Integra- BPT/Pack SQE TRRT, other) podcast, tions? aged Agile webinar, Apps? Pre-Announce whitepaper StarEast booth #, for MDI? Tucon? keynotes, etc. (Hurd on Twitter, keynote blogs, etc. then for TIBCO tweet from User show Conf) Campaigns Q2 Wave Q2 Wave Q2 Wave Success Stories/ Case Studies Whitepapers Web 2.0 Application Next Place Place Extensibility Gov in the generation QC PM holder– holder – Accelerator cloud service Best next gen integra- testing practices governance tion Mutual of testing Omaha ALM convert RM Messaging from IBM to for HP Developers Movies 21
  22. 22. Day by day plan 22 Below red line is post event
  23. 23. Monitoring and Measuring 23
  24. 24. What now 24

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