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Technology Community
Engagement: Hits & Misses
Mike Weir
Global Head of Category Development
Technology Industry, LinkedIn
@MikeDWeir
#inTC13Natalie Malaszenko
Vice 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
discussion
forums
support
forums
message
boards
blogs
trade
shows
reviews
news
Intro
5
It’s About Community
Making individuals a global collective to learn from peers,
experts and brands
How to align with customer’s preferred ways to
learn & engage
Company Page
1,366,954 followers
Group
12K members
Slideshare
Social sharing
Advertising
Targeted 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 Engagement
6x More Shares
7x 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.
1
2
3
4
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.
How to keep everyday tasks from slowing you down?
Mobile Apps that help you move faster?
What Industry news do you follow to keep up-to-speed?
What new trends will help advance your business?
What do you want your business to win a Guinness World Record for?

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Technology Community Engagement: Hits & Misses

  • 2. Mike Weir Global Head of Category Development Technology Industry, LinkedIn @MikeDWeir #inTC13Natalie Malaszenko Vice President, Global Digital Marketing Hewlett-Packard @NatalieMalas
  • 3. Data Helps Us Move from “I think” to “Data suggests” Architect wants people to walk here Data suggests people want to walk here
  • 4. What does the IT Committee want? LinkedIn Confidential ©2013 All Rights Reserved discussion forums support forums message boards blogs trade shows reviews news
  • 5. Intro 5 It’s About Community Making individuals a global collective to learn from peers, experts and brands
  • 6. How to align with customer’s preferred ways to learn & engage Company Page 1,366,954 followers Group 12K members Slideshare Social sharing Advertising Targeted audience
  • 7. Community requires a different approach to lead generation…. Community helps you earn leads Sweet Spot Social Relationships Valuable Content Traditional lead generation
  • 8. 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
  • 9. 1st Brand to Reach 1 Million Followers on LinkedIn HP’s 1M Connected to over ¼ of entire LinkedIn Population
  • 10. 2 Key Learnings • Power of relevance • Leverage Natural Behaviors
  • 12. Right Content, Right Story, Right Time
  • 13. Right Content Produces Strong Results 4x Higher Engagement 6x More Shares 7x More Comments
  • 17. 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
  • 18. 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. 1 2 3 4
  • 19. 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. How to keep everyday tasks from slowing you down? Mobile Apps that help you move faster? What Industry news do you follow to keep up-to-speed? What new trends will help advance your business? What do you want your business to win a Guinness World Record for?

Hinweis der Redaktion

  1. Let’s take a specific group, a key group that is in many ways exemplary of the situation: ITDMs. Over 40% of business technology decision-makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey. They’re looking at real world vendor events and trade shows, online blogs and technology sites, and as they move closer to purchase, they are exploring message boards to see if experience matches the sales pitch. These online discussions shape perceptions about brands. As such, companies need to progress beyond mere “likes” and adopt a strategy of engagement. Increasingly saturated social channels require personalization and a willingness to engage buyers where the buyers are, where they learn, and where they go to make their decisions.
  2. Communities play an increasingly vital role in the health of online networks, the success of brands, and the cultivation of ideas and content. A community takes a list of different individuals and makes of them a collective, united by interest or purpose, and empowers those in the community to contribute to and learn from the knowledge of others. Brands need to be part of a community in order to stay current with customers and to contribute to the conversation in a trusted environment.
  3. The way this works for marketers on Linked in is through LinkedIn Groups. With groups, marketers can organize their communities around explicit marketing goals and brand values. In addition, they can connect to company micro-sites, bringing the content closer to the group environment. Rich content, thanks to LinkedIn slideshare channels, offers a robust way to demonstrate thought leadership and to encourage sustained engagement with overall brand messaging. To round it all out, robust company pages can integrate recommendations and shared material from company followers, provide a clearing house for company and brand content, and link to larger networks and recruiting practices.
  4. traditional lead generation needs to be blended with social's approach to it... earning leads by participating and adding value. we'll help you find the hand raisers!Traditional lead generation: Cold callsBlocking content with lead formsLittle lead scoringBuying leads
  5. Q26. Which of the following factors would prevent you from connecting with a potential vendor on any social network?