Social Media: Join the Conversation

©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Social-Media Luncheon French-American Chamber of Dallas-Fort Worth04 August 2011HP Enterprise Services, Plano

JOIN……the conversation

“You can't manage the conversation If you're not in the conversation”

HP ACGApplications and ContentGlobalizationhttp://www.hp.com/go/globalizeFrom HP Enterprise Services

Camille K. Hedrick Worldwide Marketing and Communications

World’s largest language supplier serving global businesses (non-governmental)*

Who is HP ACG?

*From Common Sense Advisory, The Language Services Market: 2011, May 31, 2011

Content Creation Rich Media TestingTranslation & Localization

Automation and Management

Marketing, training and technical

content writing

From concept to creation and publishing

All content types, from acquisition to

publishing

LocalizationAssessment to development

Functional and linguistic testing

Automation & Management

G l o b a l i z a t i o n O u t s o u r c i n g

CONTENT APPLICATIONSTRANSCREATION

Grenoble

Munich

Bratislava Osaka

BellevuePalo

AltoSan Diego

PlanoHouston

Baton Rouge

Sao Paulo

Shanghai

HP ACG Global Presence

• Software Engineers• Project Managers• Internationalization

Consultants• Content

Developers• Graphic Designers• Testing Engineers

HP ACG LocationsTranslation Partners

*Best Shore: Onshore, Nearshore, Offshore

200 subject matter experts in14 locations worldwide – 400 million words / year

HP ACG Confidential

San Jose

Suzhou

©2011Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Join the Conversation

Becca Taylor, @beccataylorHP Enterprise Social Media Manager04 August 2011

Fundamentals of a successful business social media strategy

“Social media has become a priority so quickly, nearly 70 percent say their companies will be perceived as “out of touch” if they aren’t using it.”

IBM Institute for Business Value CRM report

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The social Internet has changed how people use digital media…

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…And it’s not just the youngsters anymore

“…companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.”

Charlene Li of the Altimeter Group and Wetpaint

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Foundation for a Social Media Strategy

PPeopleAssess your customers’ social activities

OObjectivesDecide what you want to accomplish

SStrategyPlan for relationships with customers

TTechnologyDecide which social technologies to use

Your Mandate: Approach with forethought and clear objectives

Source: Forrester Research, Inc.

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From Demographics to Technographics

• Traditional media was all about demographics (based on where a consumer is or what they do)

• Social media focuses more on psychographics (based on who a consumer is or what they want)

• Forrester coined the term Social Technographics (based on how a consumer uses social technology)

Source: Forrester Research, Inc.

13

Consider Your Social Media Objectives• What business need will social media engagement fulfill?

• Will I fill this need or can I coach an SME to fill?

• With whom do you want to connect?

• What image do you want to project?

• How much time can you (or are you willing) to spend on it?

• Some common objectives for using social media:

– Syndicate content

– Build relationship with your customers

– Monitor brand perceptions and true opinions

– Learn who your customers are

– Respond to or help customers

– Monitor or spar with competitors

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Social media strategy put simply

Engage

Measure

Listen

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The key is not

just hearing,

but listening.

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Before you can fish you need to know where the fish are

• Brand mentions

• Audience trends (fans, followers, check-ins)

• Sentiment

• Share of Conversation

• Go simple or robust, just start!

Social media listening

To truly listen

you must act

upon what

you’ve heard.

verb /enˈgāj/

• Occupy, attract, or involve (someone's interest or attention)

• Cause someone to become involved in (a conversation or discussion)

• Establish a meaningful contact or connection with

Engage

“Social media is not a campaign that is around for 6 weeks – it is an ongoing activity that pays back over time.”

John Battelle

CEO, Federated Media

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Social media is merely another tool in your marketing toolkitAvoid the social media vacuum

Social Media

Advertising

Newsletters

Web site

Events & tradeshows

Direct mail

Brochures

SEO

Press releases

Your purpose may not match your customer’sConnection with purpose

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Choosing your channels

• Choose based on your audience and objectives

• Pick one network, develop it, then add another

• Be authentic

• Be consistent

• Be willing to learn as you go

Twitter

Facebook

LinkedIn

Quora Foursquare

Blogs Wikis

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The Network Effect in actionNetwork effect: Your social network becomes more valuable as more people use it, encouraging ever-increasing adopters, depth, and relevance

Results:• Top HP enterprise blog• Increase in TwitterGrade & Klout•Accepted & sought after member of community at large

Connect the print-digital-mobile experienceQR codes

Example: Levenger uses QR code to ensure that customers see the latest news.

Example: ScanLife includes a QR code at the end of their research reports.

Source: Mobile Barcode Trend Report, ScanLife 2Q11

25

HP’s enterprise events mobile app

• Find HP sessions, keynotes, and booth

• Connect to HP and peers

• Download digital assets

• Participate in community competitions

Deliver social experience through mobile technology

©2011Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Join the ConversationGoing International

Deborah Angell SmithMarketing Communications ConsultantHP ACGAugust 4, 2011

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Social Media is Everywhere…

Italy3.9m

Germany8.2m

Switzerland0.9m

USA43m

Spain4.7m

France4.2m

Japan12.4m

Czech0.8m

Denmark0.6m

Austria0.6m

Greece0.5m

Turkey3.3m

China39m

India11.7m

South Korea9.4m

Romania1.4m

Netherlands3.7m

CANADA4.2m

UK11m

Australia2.6m

Hong Kong

1m

MEXICO5.1m

BRAZIL11.4m

Pakistan

1.8m

Poland2.7m

Taiwan3.9m

Philippines3m

Hungary1m

Russia6.1m

% joined a social network

70%+

60% -69%

50%-59%

<49%

Source: Universal McCann, Wave 3 2008

…but some places more than others!

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There is NO universal languageTo reach your global

clients, you must communicate with them in their own language

Source: Internet World Stats

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Users in different countries are at different stages in the social media adoption cycle

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…but isn’t the only player!

Facebook dominates...

Source: KMF.com

A few tips for better

international communicati

on

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Avoid jargon, slang or cultural references

Be careful with

humor, sports

analogies and

images

Allow for text expansion or contraction, depending on the language

140 characters in

English

≠ 140

characters in other

languages!

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People everywhere are busy…

Keep it SIMPLE!

THANK YOU