1. SOCIAL MEDIA
MARKETING
Marie-Paule Odini
HP Chief Technologist
Enterprise Service – Communication Media Solutions
©2010 Hewlett-Packard Development Company, L.P. The information
contained herein is subject to change without notice

2. Marie-Paule Odini
HP Chief Technologist – Communication & Media Solutions
Professional Manage &
Blogger Tweet
on HP on hpcms
TelecomIQ twitter account
Professional
Social Network
2 ©2009 HP Confidential
And more … but “Personal”

3. 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
3 ©2009 HP Confidential

4. The Social Media wave

5. Social media in the world – Feb 2011 (official or estimate)
users
SMS 20 billion SMS Orkut 120 M users
per day ww
YouTube 1 billion video RenRen China 120M users
viewed per day
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
5 Footer goes here

6. Social Media Strategy
Reference
Web Site Blog
RSS feed Forum
Social
Advertisement
Games,
Social Network
Appstore Media
Slides
Document
Podcast
Video
TVchannel
6 ©2009 HP Confidential

7. Social Media Strategy explained
Type Media Summary
Reference Wikipedia, Promote your business/capability by referencing in wikipedia, and
GoogleSearch 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, Create a facebook business account/Page, insert Facebook like button on
linkedin 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, Post audioPodcast
iTunes
Advertisement, Games, Create fun video and brand them, then publish on social networks or
Appstore 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
7 ©2009 HP Confidential

8. Step by Step Social Media Strategy
* What •Product manager
* How Set up a process An
• Sales •Consumer
* To And keep up with it ongoing
• Innovation • business
* Unlike process
• events • industry forums
3- Analyze 4- Define
1- Define 2- Identify
competition, owner, plan
your Content 5- Launch,
Define target (collect,
company sources contribute,
audience, format, post,
value authors iterate
goals, social comment,
proposition format
media track)
Social media Social media Social media Social media is Social media
Does not prevent Is work. You may be slow at effective if you evolve constantly.
You from a clear need people to start. Set post regularly, be Stay tuned,
Value Proposition contribute realistic active with the monitor and adapt
objectives community
8 ©2009 HP Confidential

9. Measuring your impact with Social Media Mkgt
– There are tools to measure
your impact with social
media marketing
• Klout : http://www.klout.com
provides a scorecard & analysis
of your influence
• Social network provide also their
own tools themselves or via their
ecosystem of „applications‟ , ie
twitter
• Grader : http://grader.com/
• Peerindex (beta) :
http://www.peerindex.net/
9 ©2009 HP Confidential

10. A Great Opportunity for Enterprise
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
1018 February 2011

11. 5 billion mobile users
SMS is king
With 6.1 trillion msg in 2010 Number 1 Social Media :
More than 500 million users,
In 201 over 85 % of new
1, 200 million access via their mobile. Average user
handsets will be able to has 130 friends. People spend over 700 billion
access the mobile minutes per month on Facebook
internet
1 in 5 user has fast mobile
internet (3G or more)
1 billion mobile users do not Source: http://www.facebook.com/press/info.php?statistics
have a bank account
11 18 February 2011

12. How Does this work ?
2G MS (voice only) CN
Nb CS-MGW
BSS
A CS-MGW
Abis Nc PSTN PSTN
Mc Mc
B
BSC MSC Server C GMSC server
BTS Gb VLR D Services
Gs SS7 (SMS, location,
2.5G (voice & data) H IM, billing, Policy,
IuCS
Advertisement)
RNS Gr HLR AuC Gc IP/ATM
ATM
Iub IuPS Gn Gi PSDN
RNC SGSN GGSN
Node B
3G UE (voice & data)
CN — Core Network
BSS — Base Station System MSC — Mobile-service Switching Controller Internet
BTS — Base Transceiver Station VLR — Visitor Location Register
BSC — Base Station Controller HLR — Home Location Register
RNS — Radio Network System AuC — Authentication Server SGSN — Serving GPRS Support Node
RNC — Radio Network Controller GMSC — Gateway MSC GGSN — Gateway GPRS Support Node

13. Mobile Device Architecture Application
Web engine Client software
browser application
SDK + J2ME
Java engine, API, SDK
execution engine Multiple
Choice
OS : Symbian,Windows,Apple, RIM,Linux,WebOS
Chipset SIM card
(SDK) (SDK)

14. A huge opportunity
For enterprise For Telecom For advertisers
Operators to To target
To reach Capture &
billions of monetize Specific
users Subscriber profile audience
14 Marie-Paule Odini - HP

15. Thank You
15