leveraging social media to drive b2b influence

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Leveraging Social Media to Drive B2B PurchaseInfluence

Alex FlaggDirector, Customer & Market InsightsHewlett-Packard


• Enterprise insights, marketing and advertising for HP, Sun, AT&T, and Microsoft

•Passionate about cracking the code to B2B marketing

• Trivia: Grew up in NYC, Broadway actor, fluent in Italian

Email.: [email protected]/in/alexanderflaggTwitter: @alex_flagg

Alex FlaggDirector, Customer & Market

Insights

http://www.linkedin.com/in/alexanderflagg





•Social Media Strategy and Planning for HP, Intel, Nike and Disney

• Love developing fresh, new ideas for complex business challenges

• Trivia: Bass Player, ex-Vermont Park Ranger, Pop Culture Junkie

Email: [email protected]:

www.linkedin.com/in/rebeccahillsf/

Twitter: @rebeccer

Rebecca HillDirector, Social Media

mailto:[email protected]

http://www.linkedin.com/in/rebeccahillsf/

http://www.linkedin.com/in/rebeccahillsf/


Businesses have a finite amount of money and time; therefore they must identify the most connected people they can to help expand their reach.Dr. Bernardo HubermanDirector of HP Labs Social Computing

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5

Social media is becoming increasingly important in influencing B2B purchases“Which of the following sources of information influence your decision-making?”

Support forums, discussion forums

Professional social networking sites

Online videosLinkedInFacebookTwitter

Virtual eventsBlogs


A small, influential segment produces most of the social media content…

Base: US online adults - Source: North American Groundswell Heroes Online Survey, Q4 2009

MM

Mass Mavens176 million online adults

13.8% ofOnline adults

1.64 billion influence posts

MM80% of posts,

comments, ratings


B2B social media influencer outreach strategy

B2B customer

s

Industry Influencer

s

Social Channels

Subject matter experts

engaged in HP

communities

Goals• BE where customers are• Ensure brand is top of

mind• Human connection• Shorten buy cycle• Maximize consideration

and lead conversion potential


Direct engagement to the most important conversations


Connect with key influencers

[HP Influencers]


The strategy

HP Thought Leadership

Share of Influence, Engagement, Lead Generation

Relevant Influential

People (External and

Internal)

Custom Content

InfluencerOutreach

KPIs


Case study: Making a star

The Star Maker Program raises the profile and influence of HP thought-leaders.

Criteria for selection:1. Dedication2. Personality3. Topic focus

Christian VerstraeteChief Technologist, Cloud Solutions

Paul MullerVP Software Marketing, HP Software

Rafal LosSenior Security Strategist, HP Software


The Star Maker Program

PHASE I: The “Makeover”PHASE II: Cross-Platform, EpisodicPHASE III: Creating Business Impact


Phase 1: The Makeover

sm

Video (2x Mo)

Blog (2x Wk)

Tweet (3x Dy)

LinkedIn (1x Dy)

• Custom content• Consistent

publishing cadence

• HP brand support


CHANNEL BASICS

• Follow external influencers on Twitter• Re-tweet external influencers when appropriate

• Connect via LinkedIn to all top external Influencers• Join and post in non-HP groups

• Follow external influencers via blogs (RSS feed, Google Alert) • Provide a YouTube playlist for each Star

• Write blog posts that ladder to high profile content

• Reply to all Blog Comments, Likes, etc.• Invite external influencers via Twitter to read and

respond to Blog.



PassiveContent-sharingPromotionalCorporate

PassionateConversationalProvocativeCharismatic



Phase 2: Cross-Platform, Episodic

“This Week in the Cloud”Six Weeks To Answer six Key Questions on Cloud Computing


6, one hour Twitter Q+A’s with external influencers at 1pm EST

on Thursdays

Cloud Tweaks sponsored

blog posts and Twitter

syndication

Cloud Skype chats with

the Christian, Paul and

Rafal



Phase 2: Cross-Platform, EpisodicCustom

Content / Direct

Engagement

Drive to Topic Hub on HP.com

Syndication / Promotion


Phase 3: Creating Business Impact

Establish a clear way for enabling HP’s earned and

owned media to drive engaged audiences to

lead nurturing programs



Briefing

Content

Tracking

Distri-bution

Analysis



Stars’ Blog Posts with Inbound Averages

Inbound Marketing Lead Generation Averages

1-2%

4%


Events


Events HP / Non-HP Events

Stars External Influencers

Syndication / Distribution


Results


Results: How we measure success

Share of Influence

Engagements

Prospects

Measurement and Insight:• Social Listening• Web Analytics• Marketing Automation


Results: Optimizing activities to reach influencers

BIOHP Chief Technologist, Cloud Strategy – Curator – Spokesperson – Social Media Influencer

TOPICS• Cloud Strategy• Big Data• Security and the

Cloud

ACTIVITIES• Twitter, Live Chat Host /

Moderator• Hosted Video Topics• Event Video Host• Event Video Interviewee• Writer, Blogs and White

Papers

Scorecard


Results: Media / PR took notice


Why all this matters - meet the new homepage

June 23, 2011 – “Google Hits the Billion Monthly

Unique Visitor Mark”

©2012 Hewlett-Packard Development Company, L.P.


Questions?

Alex FlaggDirector, Customer &

Market Insights

[email protected]/in/alexanderflagg

@alex_flagg

Rebecca HillDirector, Social Media

[email protected]/in/rebeccahillsf

@rebeccer