hp: integrating social media with b2b email
TRANSCRIPT
1 ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
Daryl Nielson, Sr.Marketing Manager, B2B Email, HP
Mia Dand, Sr.Marketing Manager, Enterprise Social Media COE, HP
October 5th (San Francisco), 29th (Boston) 2010
HP: Integrating Social Media with B2B Email
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The New Paradigm in Email Marketing
+ SOCIAL MEDIA
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The “Social” Email
Conversations drive Content
Conversations ARE Content!
Conversation Feeds: - Communities- Blogs- Twitter- Facebook- Others
Topics:- Converged Infrastructure
- Cloud Computing
- Virtualization- Others
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Social Media and the Power of Amplification
Traditional Email
Email + Social Media
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Social Media Will NOT Save Bad Content
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Lead Nurturing via Social Media
Read later…
Bookmark the Content
Sold!
Take Action
Interested!
Share With Others
Not ready?
Join the Community
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Measure What Matters!
Define
What is the goal?
Track
Where are referrals?
Measure
What was the impact?
Sample Goals and Metrics:• Download a Whitepaper – number of downloads• Grow Community – number of members/followers/likes• Lead Generation – number of leads captured
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5 Key Optimization Tips
–Keep it Simple
–Make it Relevant
–Share vs. Follow•Share = Amplify
•Follow = Engagement
– Integrate Multiple Channels
–Test! Test! Test!
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HP B2B Email Program
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HP eNewsletter: Technology at Work
Sales Force
Sales Force, Channel
Channel, hp.comCall Centers
Channel, Call Centers, hp.com
Channel, Call Centers, hp.com
Channel, Call Centers
GlobalAccounts
CorporateAccounts
Mid Market
Small
Micro
Consumer
Relationship eMails
Technology at Work enewsletter eMails create awareness of HP products and solutions
Subscribers – 8.3 Million
Frequency – Monthly
Versions - 26 Languages
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Sharing Content from Newsletter
Share
– Increase TAW awareness to potential subscribers via social media sharing
– Try to reach new customers via social Media
– Reports give us a clear insight into 2nd level clickers
– A clear viral impact can be observed
– The number of share editions increases every month (Facebook)
– Customer who share are your most engaged
– Privacy consideration to remove personal information when sharing
Goal
Outcome
Share Newsletter
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Using Twitter to Connect to a New AudienceFinding a new engaged audience
Setup- Initial setup of Twitter account - Tweet 1 article per week
Measure and Learn- Use Hootsuite to obtain geographical understanding of customers- Tag keywords to appear in Twitter searches- Setup descriptive biography with keywords so search engines can
find your account
HP_Tech_at_Work
Connect to the right audience:- Posting 2-3 times/day to accommodate time zones- Increase the quantity and quality of followers (IT Savvy)- Re-tweet peoples content- They become your follower and re-tweet your content
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Listening and Leveraging User-Generated Content
Monitor Social/ User Generated Content (UGC)
Aggregate, Filter and Analyze UGC
Identify Hot Topics and Trends
Route Relevant Information to Editorial
Deliver Metrics Reportsto BU
Blog Posts Editorial Collateral
– HP.com Blogs– External Blogs– Communities
– Blog Topic Alerts– Web Articles– Tech @Work
– Presentations– Whitepapers– Case Studies
Leverage User Generated
Content (UGC)
Syndicate Content
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Create Social Media Section in NewsletterCreate awareness of social media hot topics each month
– Change the newsletter to read
more like social
– Create sections in the newsletter
follow social sites/blogs at the
country and WW level
– Challenges to manage all
country and language
combinations
– Results: on-going
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Learnings
– Find new customers
– Social Search/HP TAW on Bing
• Twitter Account HP Technology at Work
• Read Comment on Tweets
– Consolidate findings with Tweets
– Plan content based on very high clicks
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Credits/Thank You
Daryl Nielson, Sr.Marketing Manager, B2B Email, HP
Mia Dand, Sr.Marketing Manager, Social Media COE, HP
Twitter: @HP_Tech_at_Work
Facebook: HPTechnologyatWork