five steps to successfully telling your social media story, presented by brian macdonald
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Five steps to successfullytelling your social media story
BRIAN MACDONALDHEWLETT-PACKARD
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Five steps to successfully telling your social media story Brian MacDonald Senior Digital Marketing Manager, HP Software Global Marketing October 27, 2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
Everyone loves a great story
Storytelling
Once upon a time… A long time ago in a galaxy far, far away….
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My Social Media Story
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5 steps
Storytelling
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Edit
Step 5 Publish
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Determine your target audience
Step 1 - Genre
1. Who is your audience? 2. What are their business
objectives? 3. How social savvy are they?
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Edit
Step 5 Publish
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
Executive scorecard KPIs and targets aligned to priorities
Victory plan KPIs
Develop Generated &
influenced pipeline
Contribution to closed/ won revenue
Pipeline ROI per $ spent
Contribution to pipeline services
Pipeline value of leads passed to or shared with partners
Net new logos from Mktg
Monetize whitespace
Spend vs. budget
People-to-program ratio
% program spend focused on demand
Contact database hygiene
initiatives
Net new customer references / wins
Digital contribution to pipeline
Digital total owned base; improve Downloads
Digital share of voice growth
Conversion rates from digital marketing inquiries to qualified leads
Win Execute Delight Innovate
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Study the numbers and determine your insights
Step 2 - Research
1. Cast a wide data net 2. Develop insights 3. Do your insights align with business objectives?
Engagement Series 1 Series 2
0
5
10
Category 1 Category 2 Category 3 Category 4
Traffic Metrics
Series 1 Series 2 Series 3
Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Edit
Step 5 Publish
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Bring it all together
Step 3 - Write
1. Know the end game before you start 2. Build a story board 3. Drill down based on your audience
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Edit
Step 5 Publish
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Version 1
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Ask your editor
Step 4 – Feedback
1. Ask for specific feedback
2. Own your story 3. Rehearsal
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Feedback
Step 5 Publish
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Time to go on tour
Step 5 - Publish
1. Anticipate your audience’s questions
2. Engage your audience 3. The End
(but get ideas for the sequel)
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Feedback
Step 5 Publish
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X Accepted solutions
IT Experts Community A technical network for IT Practitioners
X Monthly unique visitors
What is the IT Experts Community?
How did this benefit our business?
X Blog Posts
X Online Forums
X Blog page
views
X Likes
X
Downloads X
X RSS feed views
$X pipeline
The overall number of posts, across all types of discussions: forums, blogs,
X Online
Expert Days
Total community posts
X Software page
views
X responses
X MQLs X
SALs
X%
X%
X Clicks X%
X Chapter Events
X Web
Events
What are the results?
X Email Blasts
X email subscribers
X% click-through rate
X% open rate
Blogging
Forums
Newsletter X
email recipients
X click-through rate X open rate
X Unique Visitors
X Email Blasts
User Group
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Top blogs
Security 42%
ADM 24% ITOM 21% SPM 9% Big Data 4%
Highest viewed blog post
Hacking POS Terminal for Fun and Non-Profit
Download HP LoadRunner and enhance your experience with the tips below
HP Helion is here with $1 Billion Investment
Introducing HP Service Manager 9.20
Data Protection: What’s new in Data Protector 8.1 –
Highest viewed blog post
1. Hacking POS Terminal for Fun and Non-Profit
2. ZDI-14-173/CVE-2014-0195 - OpenSSL DTLS Fragment Out-of-Bounds Write: Breaking up is hard to do
3. Protect your Struts1 applications
1. FAST mobile apps develop and deliver faster
2. Async. Communications: The WebSocket protocol made easy in LoadRunner 12.00
3. LoadRunner licenses now available on Pronq.com –
1. HP Helion is here with $1 Billion Investment
2. HP Helion Week in Review: July 5 - July 11
3. HP Helion Series: A Portfolio Not a Solution
1. HP Service Manager 9.34 - 5 reasons to take a closer look
2. Great user experience is (everything but) magic.
3. What does it take to create an outstanding UX?
4. Introducing HP Propel on-premise: give your users a shortcut to information, decisions and actions
1. Analytics for Human Information: HP IDOL 10.6 just released: a story of something bigger –
2. Information Governance: The Trend Continues x2 - Leadership in eDiscovery and Archiving Portfolio –
3. Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement
Most engaged blog post
Protect your Struts1 applications – 37 comments, 0 kudos
Yo and the art of Application Lifecycle Management – 2 comments, 13 kudos
Three faces of SiteScope monitors in the Wild West – 3 comments, 6 kudos
Great user experience is (everything but) magic. What does it take to create an outstanding UX? - 17 comments, 7 kudos
Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement – 1 comment, 1 kudos
Top blogs in by page views
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What’s trending in the community
Online Expert Day
NNMi
ALM Robot
Oracle Web App
HTML Doc
Affected service and CI
Hot Topics in the Forums Hot Topics in the Blogs
DP 7.00 Backup
DP 8.12 patch
bundle feedback
Determined by the most viewed blog posts from each of top 5 blogs on the community
KEY: Security Research Blog; Grounded in the Cloud Blog; LoadRunner and Performance Center Blog; Security Products Blog; BSM Blog
Determined by the most viewed forum posts from each pillar
KEY: Represented in multiple pilars; BSM; ALM; SPM; Big Data
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What worked well, what didn’t?
What worked well? • Higher activity drives more views and
engagement • Proactively reach out to external
communities to drive traffic to blog posts • Blog on current events and trends that
are relatable and timely
Things to think about None of the top blogs are campaigns related. How do we make those posts more interesting and timely to the community? New and original research performs well across the community, where are opportunities to create more? • Webinars • Forums • Vivit
Optimizing success and scaling best practices
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Summary Select Your Genre (Audience)
Step 1 Genre
Step 2 Research
Step 3 Write
Step 4 Edit
Step 5 Publish
Do Your Research (Metrics)
Write Your Story (Insights)
Get Feedback (Edit)
Publish Your Story (Tour)
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you!