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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
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
Survey


    Do you have a Facebook account?

    Do you have a LinkedIn account?

    Do you have a Twitter account?



3
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.
Buyers
    Overall




    5
5
Buyers for business purchase decisions
                                     •French and German
                                      prefer local
                                      language
                                     •German like talking
                                      with peers
                                     •Full report will be
                                      sent




    6
6
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
Round table


Name one of your audiences?


What are your objectives for social media?




8
Planning
      Creating
     Managing
    social content

9
Speaking to a friend




          Make it personal
10
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
Controversy




Be factual, opinionated or funny
        Marketing Speak
12
Tactics
                         Social Media Enhanced
                               Campaigns


13   ©2009 HP Confidential
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
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
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
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
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
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
Planning 1




Email me if you want the word file template
20
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
Day by day plan




22
             Below red line is post event
Monitoring
       and
     Measuring

23
What now


24

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Social Media Strategies for FACC

  • 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. 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.
  • 5. Buyers Overall 5 5
  • 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
  • 9. Planning Creating Managing social content 9
  • 10. Speaking to a friend Make it personal 10
  • 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. Controversy Be factual, opinionated or funny Marketing Speak 12
  • 13. Tactics Social Media Enhanced Campaigns 13 ©2009 HP Confidential
  • 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
  • 20. Planning 1 Email me if you want the word file template 20
  • 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
  • 23. Monitoring and Measuring 23