This document provides an agenda and materials for a workshop on social media for FACC. The agenda includes breaks for discussion and Q&A. The workshop will cover understanding objectives, deciding which social networks to use, planning content, creating and managing content, establishing a measurement plan. A survey asks about Facebook, LinkedIn and Twitter use. There is information on how people use social media and Forrester's four-step approach to social strategy. The rest covers content planning, examples of using different social media modes, and next steps after the workshop.
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. Survey
Do you have a Facebook account?
Do you have a LinkedIn account?
Do you have a Twitter account?
3
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.
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. 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. Round table
Name one of your audiences?
What are your objectives for social media?
8
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
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. 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. 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. 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. 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. 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
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. Day by day plan
22
Below red line is post event