Social Media: Join the Conversation
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Transcript of 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
8
The social Internet has changed how people use digital media…
9
…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
11
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.
12
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
14
Social media strategy put simply
Engage
Measure
Listen
15
The key is not
just hearing,
but listening.
16
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
20
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
22
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
Quora Foursquare
Blogs Wikis
23
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
27
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!
28
There is NO universal languageTo reach your global
clients, you must communicate with them in their own language
Source: Internet World Stats
29
Users in different countries are at different stages in the social media adoption cycle
30
…but isn’t the only player!
Facebook dominates...
Source: KMF.com
A few tips for better
international communicati
on
32
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!
35
People everywhere are busy…
Keep it SIMPLE!
THANK YOU