technology community engagement: hits & misses
DESCRIPTION
IT & Business Leaders are flocking to social media for robust and deep conversations about technology, but communities are not always meeting their needs. LinkedIn will share feedback from recent research about ITDM expectations and case studies of technology companies who are doing community engagement well. Presented at TechConnect:13 by Mike Weir, Global Head of Category Development, Technology Industry at LinkedIn and Natalie Malaszenko, Vice President, Global Digital Marketing at Hewlett-PackardTRANSCRIPT
Technology Community Engagement: Hits & Misses
Mike WeirGlobal Head of Category Development
Technology Industry, LinkedIn
@MikeDWeir
#inTC13Natalie MalaszenkoVice President, Global Digital Marketing
Hewlett-Packard
@NatalieMalas
Data Helps Us Move from “I think” to “Data suggests”
Architect wants people to walk here
Data suggests people want to walk here
What does the IT Committee want?
LinkedIn Confidential ©2013 All Rights Reserved
discussionforums
support forums
messageboards
blogs
trade shows
reviews
news
Intro
5
It’s About CommunityMaking individuals a global collective to learn from peers, experts and brands
How to align with customer’s preferred ways to learn & engage
Company Page1,366,954 followers
Group12K members
SlideshareSocial sharing
AdvertisingTargeted audience
Community requires a different approach to lead generation…. Community helps you earn leads
Sweet Spot
Social Relationships
Valuable Content
Traditional lead generation
Don’t fall back on old ways of communicating or your community may revolt
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013 8
Top 5 reasons the IT Committee doesn’t connect with a vendor on a social network
05
Talk too much about themselves
02
Don’t believe would provide any credible information
04
Don’t believe would provide any info that is relevant to my job
01
Don’t want to receive a lot of marketing materials
03
Not thought leaders in the category
Source: commissioned study conducted by comScore in the US on behalf of LinkedIn, Q3 2013
1st Brand to Reach 1 Million Followers on LinkedIn
HP’s 1M Connected to over ¼ of entire LinkedIn Population
2 Key Learnings
• Power of relevance• Leverage Natural Behaviors
Power of Relevance
Right Content, Right Story, Right Time
Right Content Produces Strong Results
4x Higher Engagement6x More Shares7x More Comments
World’s Fastest Printer….
…Meets World’s Fastest Businesses
The Natural Behavior…
HP Business Accelerated Social Campaign
Share. Accelerate. Win.Combined power of HP’s 1M+ LinkedIn follower base with the expertise and natural behavior of BDMs and ITDMs; fueling, and incenting conversation via questions on how to move faster in business
Business Accelerated Results
Generated positive sentiment, that drove significant uplift in engagement and successfully connected HP Officejet Pro X to how businesses move faster
Nailed the targeted, connecting with ITDM, BDM in a quality, relevant conversation
Innovatively connected with HP’s 1M+ LinkedIn fans; total reach of 10M
Bridged the journey for potential customers, hosting and increasing traffic on the HP OJPX product showcase site by 45%. 53% increase in time spent on time.
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Quality of Conversation
The quality of conversation was positive, and relevant with heavy participation from our target demographic of ITDMs, and BDMs.
Many of whom are LinkedIn super users, with 500+ connections.
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