©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

SOCIAL MEDIAMARKETING

Marie-Paule Odini

HP Chief Technologist

Enterprise Service – Communication Media Solutions

©2009 HP Confidential2

Marie-Paule OdiniHP Chief Technologist – Communication & Media Solutions

Professional Bloggeron HP TelecomIQ

Manage & Tweeton hpcmstwitter account

Professional Social Network

And more … but “Personal”

©2009 HP Confidential3

What is Social Media Marketing ?

– Shift from conventional marketing with Web, Press and Media to Web2.0

and Internet/Mobile Internet Social Media

– Content that attracts attention and encourages readers to share it with their

social networks

– Corporate messages that spread from user to user and resonates because it is

coming from a trusted source, as opposed to the brand or company itself.

– Leverages Popular Internet based social media services such as :

• Blogs , Delicious , Digg , Facebook , Flickr , Foursquare (social network) , Hi5 , LinkedIn , MySpace , Reddit , Tagged , Tumblr , Twitter , YouTube , Vimeo , Xanga, Mobile Appstore, Advertisement/Mobile advertisement etc

The Social Media wave

5 Footer goes here

Social media in the world – Feb 2011 (official or estimate)

users

SMS 20 billion SMS per day ww

Orkut 120 M users

YouTube 1 billion video viewed per day

RenRen China 120M users

Tencent QQ China 700M users Bebo 120M

Skype 560M users Vkontakte Germany 110M

Microsoft MSN 550 M users Linkedin 90M

Facebook 500M users Kaixin001 china 75M

Microsoft Outlook 500 M users Flickr 40M

Qzone china 400M users Lastfm 40M

Hotmail 370M users Viadeo 30M

Twitter 190M users Mixi Japan 22M

Gmail 180M users Kohtakte Russia 16M

51.Com china 160M users Xing 10M

©2009 HP Confidential6

Social Media Strategy

SocialMedia

Reference

BlogForum

Social Network

SlidesDocument

VideoTVchannel

Podcast

AdvertisementGames, Appstore

Web SiteRSS feed

©2009 HP Confidential7

Social Media Strategy explainedType Media Summary

Reference Wikipedia, GoogleSearch

Promote your business/capability by referencing in wikipedia, and google search

Blog Blogger, wordpress Establish a Blog and contribute regularly – link to popular people‟s blog to leverage their network

Social Network Facebook, twitter, linkedin

Create a facebook business account/Page, insert Facebook like button on your website.Create twitter account, be active, Follow popular twitter account in your domain, join linkedin Groups and contribute

Slides, documents Slideshare, scribd Create slideset and post on slideshare, same for documents on scribd

Video, TV Channel YouTube Post video podcast on YouTube, create your TVChannel and post video

Podcast DigitalPodcastm,iTunes

Post audioPodcast

Advertisement, Games, Appstore

Create fun video and brand them, then publish on social networks or appstore (facebook, YouTube, GetJar/iTunes etc). Create Games and Brand them. Create mobile app and post on Appstore

Web Site, RSS feed Create a web site and add RSS feed, twitter link, facebook link etc

©2009 HP Confidential8

Step by Step Social Media Strategy

1- Define your

company value

proposition

2- Identify Content sourcesauthors format

3- Analyze competition, Define target

audience, goals, social

media

4- Define owner, plan

(collect, format, post, comment,

track)

5- Launch, contribute,

iterate

* What* How * To * Unlike

Social mediaDoes not prevent You from a clear Value Proposition

•Product manager• Sales• Innovation• events

Social media Is work. You need people to contribute

•Consumer• business• industry forums

Social media may be slow at start. Set realistic objectives

Social media evolve constantly. Stay tuned, monitor and adapt

Social media is effective if you post regularly, be active with the community

Set up a processAnd keep up with it

An ongoing process

©2009 HP Confidential9

Measuring your impact with Social Media Mkgt

– There are tools to measure

your impact with social

media marketing

• Klout : http://www.klout.comprovides a scorecard & analysis of your influence

• Social network provide also their own tools themselves or via their ecosystem of „applications‟ , ietwitter

• Grader : http://grader.com/

• Peerindex (beta) : http://www.peerindex.net/

A Great Opportunity for Enterprise

1018 February 2011

Facebook „Like‟ Button on Web Pages

- HP Slate 500 announced via Phil McKinney, HP PSG CTO Blog … and not via traditional Press Release or Media Conference

- Twitter accounts

- WebOS Feb9th event on http://bit.ly/fZYg4E

11 18 February 2011

Number 1 Social Media : More than 500 million users,200 million access via their mobile. Average user has 130 friends. People spend over 700 billion minutes per month on Facebook

Source: http://www.facebook.com/press/info.php?statistics

5 billion mobile users

SMS is kingWith 6.1 trillion msg in 2010

In 2011, over 85 % of new handsets will be able to access the mobile internet

1 in 5 user has fast mobile internet (3G or more)

1 billion mobile users do not have a bank account

How Does this work ?

SS7

IP/ATM

BTS

BSC MSC ServerVLR

HLR AuC

GMSC server

BSS

SGSN GGSN

PSTN

PSDN

CN

CD

GcGr

Gn Gi

Gb

Abis

Gs

B

H

BSS — Base Station System

BTS — Base Transceiver Station

BSC — Base Station Controller

RNS — Radio Network System

RNC — Radio Network Controller

CN — Core Network

MSC — Mobile-service Switching Controller

VLR — Visitor Location Register

HLR — Home Location Register

AuC — Authentication Server

GMSC — Gateway MSC

SGSN — Serving GPRS Support Node

GGSN — Gateway GPRS Support Node

A Nc

2G MS (voice only)

2.5G (voice & data)

Node B

RNC

RNS

Iub

IuCS

IuPS

3G UE (voice & data)

Mc

CS-MGW

CS-MGWNb

PSTNMc

ATM

Internet

Services(SMS, location,IM, billing, Policy,Advertisement)

Mobile Device Architecture

OS : Symbian,Windows,Apple, RIM,Linux,WebOS

J2MEJava engine, API, SDK

SDK + execution engine

Client software application

Web enginebrowser

Chipset(SDK)

SIM card(SDK)

Application

MultipleChoice

A huge opportunity

Marie-Paule Odini - HP14

For enterpriseTo reach billions of

users

For Telecom Operators to Capture & monetize

Subscriber profile

For advertisersTo targetSpecific

audience

15

Thank You