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Leveraging Social Media to
Reach B2B Customers


 Alex Flagg
 Manager, Social Media and Digital
 Content




 ©2011 Hewlett-Packard Development Company, L.P.
 The information contained herein is subject to change without notice
Introduction
      •   15 years in large enterprise marketing
          and advertising for HP, Sun, AT&T,
          and Microsoft
      •   Leads a team of 20 social media,
          search engine, and digital content
          practitioners
      •   Passionate about cracking the code to
          B2B marketing
      •   Trivia: grew up in NYC, Broadway
          actor, fluent in Italian
                                                               Alex Flagg
                                                     Manager, SoMe & Digital Content
                                                        HP Enterprise Marketing

                                                  Email.: Alex.flagg@hp.com
                                                  linkedin.com/in/alexanderflagg
                                                  Twitter: @alex_flagg
©2011 Hewlett-Packard Development Company, L.P.
Agenda
•   How B2B customers behave
    differently than their consumer
    counterparts
•   How to develop and orchestrate
    an editorial plan to reach your
    B2B audience
•   Recruiting your social media
    ambassadors
•   The importance of Search Engine
    Optimization
•   Measuring the Share of
    Conversation
What‟s the difference between the B2B and
B2C consumer?




                                   B2B - What you might
          B2C - What you might
                                   buy for an entity with
           buy for yourself with
                                    many stakeholders
            your own money
                                     using their money
The B2B high-tech purchase process –
      generally more complex than consumer




©2011 Hewlett-Packard Development Company, L.P.
Customers have shifted destinations & habits,
      new opportunity, new approach
                                                                                    Traditional        Credibility rating
                                                                                                     traditional channels
       Information
                                             Broadcast                                                   Analysts          23%
        we control
                                                                                                      Publications     19%
                                                                                                      Advertising      15%




                                                                                      Now
                                                                                                        Credibility rating
  Information the                                                                                     interactive channels
    community                                         Engage                                      Peer to Peer                   68%

      controls                                                                                         Search         39%

                                                                                                  Vendor web          39%

                                                                                                  Communities        27%

    Sources:
    Credibility ratings: ITSMA “How Customers Choose” Study, 2009
    EB customers leading in Social Media: Forrester‟s North American Media Survey

©2011 Hewlett-Packard Development Company, L.P.
B2B buyers increasingly going digital

•   81% of customers say digital
    content improves likelihood of
    vendor making short-list for
    purchases
•   76% say digital self service
    shortens sales cycle, many by up
    to 35%
•   Customers say they have doubled
    importance of digital info sources
    from a year ago and will double
    again




                   Sources: Marketing Leadership Council, IDG Digital Content Study, July 2010
Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011.


      B2B customers are engaged in digital




Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
Why do business decision-makers participate?




Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
Social Media channels becoming more influential




Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
…but traditional / WoM is still the tops
    “Across all stages of the technology initiative, which of the following
      information sources influence your purchase decision process”



    • #1 Web sites
    • #2 Colleagues within your
      organization
    • #3 In-person trade shows,
      events or conferences
    • #4 Vendor salespeople




Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
So what can you hope to accomplish through
your B2B social media strategy?
      A million friends and
      followers?


         Engagement?


            Leads?


                Sales?
B2C Social Media Strategies


       Consumers
                           Strategy           Metrics

                        • Build           • Community
         Syndication
       through social     communities       members /
          channels      • Influence         engagement
                          perceptions     • Positive
                        • Drive sales       reviews / net
                        • Lower             sentiment
        Community
         Creation,        support costs   • Revenue
       Publishing &                       • Support calls
       Management                           saved




                13
B2B Social Media Influencer Strategy

            B2B
         customers           Strategy           Metrics

                          • Influence       • Share of
           Industry         perceptions /     Conversation/
         Influencers        Word of           Influence
                            Mouth           • SEO traffic /
           Social         • Provide           blog links
          Channels          answers         • Community
                            /shorten buy      members /
                            cycle             engagement
         Subject matter
        experts engaged   • Build           • Support calls
             in HP          communities       saved
          communities
                          • Lower support
                            costs
 14
Required for success – organizational support

                                   Organizational Commitment
                                   •   Social Media Manager
                                   •   Support from key execs
                                   •   Willingness of Subject Matter Experts to make
                                       time




Social Media Enablement                                                Content Enablement
•   Training Subject Matter                                            • Content creation &
    Experts to engage, use tools                                         editorial support
    and platforms                                                      • Listening/trend reporting
Key activity – leverage your people

               Who: Content team writers, bloggers,
     Recruit   Industry comms leads, Portfolio/service
               line comms leads, fellows

               What: Provide training webinars and
     Train     session on blogging policies, best
               practices, and content creation tips.

               Where: Dissiminate intelligence about where
               SoMe conversations are taking place, links to
     Enable    blogs, COE Resources, cross-EB aliases and
               internal groups

16
Orchestrating your ambassadors

                    Inputs                          Social Media &                                Coordinated
                                                  Editorial Enablement                       Syndication and Activity

                Key Messaging

           Social Media Listening                 –   Orchestrates content across
                                                      Web, social media, eMail
         BU NPIs, Launches, Events
                                                  –   Align with solutions/BU‟s
               Media Coverage                     –   Managed by editor in chief        Relevant
                                                                                        Content
                                                  –   Flexible to respond „instantly‟
                    SEO/SEM                           to input from listening tools
                                                  –   Feeds community members
                  CIO Agenda

            Competitive Response

              Market Intelligence




©2011 Hewlett-Packard Development Company, L.P.
If Facebook is the barbecue, LinkedIn is definitely the office—and
Twitter is the Happy Hour after work!

                                 -Social Media Training Camp invitation
Social media channels
Channel                 B2B strengths       Activity
             Blogs & Thought leadership,    Blogging, moderation,
          Communities Support               commenting, outreach
                        Target audience     Groups, company pages,
                        engagement          campaigns,
                                            recommendations
                        Additional reach    Promotion, company pages
                        (awareness)
                        Reach, immediacy    Promotion, updates,
                                            engagement
                        Video format, SEO   Branded channel, video
                                            library
                        Lead generation     Company channel, leads,
                                            network, custom content

                        Awareness, SEO      Monitoring for accuracy,
                                            editing
Content optimization is critical

       Blogger
                          Optimization                           Scorecard
       submits                                  Keywords                                 Published by
                          data points                            provided to
      content for                                added                                     Blogger
                           evaluated                               blogger
        review

    Error scorecard
    Blogger         # posts        Title   B2    B3    B4   B5      B6         B7   B8       Error
                                                                                             Rate

    Blogger1        10                                              7               1        10%
    Blogger2        1              1       1     1                  1          1    1        75%
    Blogger3        3                                  5            3                        33%



                Before                                                    After




2 HP Confidential
Title testing and optimization – results
Original title – 60 page views, 1st 45 days

                                                                         The key
 Capitalizing on Converged Infrastructure: A                           ingredients
 Case Study—A-dec
                                                                     Issue relevance

                                                +400% page view      Optimized for
                                                                      highest volume
 Optimized title –                              increase in 7 days
                                                                      search keywords
 300+ PV‟s, 1st 7 days
                                                                     Focus on
                      Reader time value proposition
                                                                      customer
                                                                      problem
       Reclaim 1,350 IT staff hours for
   new projects - HP Converged Infrastructure                        Time value, does
                                              High volume keyword     it seem worth
   Focus on customer problem                                          reading?


2 HP Confidential
Share of Conversation
                                                   HP     DELL    EMC        IBM      Oracle    Cisco
  2000
                   7th June: HP
  1800             Discover; 83%
                  mentions through                                            19th June: HP, Toshiba collaborate on
  1600                 Twitter                                                          cloud computing


  1400
                     10th June: HP Discover +
                                                                                           CIO Forum: access to top
  1200
                        Falconstor Software,
                  announcement of being selected
                                                                                           Panel to submit live questions.
                 for 201 HP AllianceONE Partner
                        1
                 of the Year Award in category of
                                                                                           Top dog w/in HP.
  1000
                    HP Converged Infrastructure
                       Solutions - Government
    800                                                                                         29th June: Case Study: Health
                                                                                                Care Giant McKesson Harnesses
                                                                                                  HP ALM; HP Invests in China
    600
                                                                                                towards Cloud Computing ; HP
                                                                                                       Discover Videos
    400


    200


       0
      5/1/2011            5/15/2011               5/29/2011      6/12/2011         6/26/2011      7/10/2011           7/24/2011




©2011 Hewlett-Packard Development Company, L.P.
Why all this matters
      Meet the new homepage
                                                       June 23, 201 –
                                                                    1
                                                      “Google Hits the
                                                  Billion Monthly Unique
                                                         Visitor Mark”




©2011 Hewlett-Packard Development Company, L.P.
Search strategy
      Keywords mapped to the buy cycle
            Search Volume




                                 Awareness                   Customer Buying Cycle                Purchase

                                 Maximum                     SEO/SEM Competition                  Minimum
           SEO SEM




                            Purchase most competitive
                            keywords

                            Tier I Keyword optimization                   Tier II Keyword optimization
                            Gateway pages, content creation focus         Deeper Product / Services page optimization


      2 HP Confidential
©2011 Hewlett-Packard Development Company, L.P.
How it comes together




                                     Listen       Plan




                                     Engage
                                                  Optimize
©2011 Hewlett-Packard Development Company, L.P.
Thank You!
 Alex Flagg
 Manager, Social Media and Digital
 Content

 Alex.flagg@hp.com
 www.linkedin.com/in/alexanderflagg
 @alex_flagg




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

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Leveraging Social Media to Reach B2B Customers

  • 1. Leveraging Social Media to Reach B2B Customers Alex Flagg Manager, Social Media and Digital Content ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
  • 2. Introduction • 15 years in large enterprise marketing and advertising for HP, Sun, AT&T, and Microsoft • Leads a team of 20 social media, search engine, and digital content practitioners • Passionate about cracking the code to B2B marketing • Trivia: grew up in NYC, Broadway actor, fluent in Italian Alex Flagg Manager, SoMe & Digital Content HP Enterprise Marketing Email.: Alex.flagg@hp.com linkedin.com/in/alexanderflagg Twitter: @alex_flagg ©2011 Hewlett-Packard Development Company, L.P.
  • 3. Agenda • How B2B customers behave differently than their consumer counterparts • How to develop and orchestrate an editorial plan to reach your B2B audience • Recruiting your social media ambassadors • The importance of Search Engine Optimization • Measuring the Share of Conversation
  • 4. What‟s the difference between the B2B and B2C consumer? B2B - What you might B2C - What you might buy for an entity with buy for yourself with many stakeholders your own money using their money
  • 5. The B2B high-tech purchase process – generally more complex than consumer ©2011 Hewlett-Packard Development Company, L.P.
  • 6. Customers have shifted destinations & habits, new opportunity, new approach Traditional Credibility rating traditional channels Information Broadcast Analysts 23% we control Publications 19% Advertising 15% Now Credibility rating Information the interactive channels community Engage Peer to Peer 68% controls Search 39% Vendor web 39% Communities 27% Sources: Credibility ratings: ITSMA “How Customers Choose” Study, 2009 EB customers leading in Social Media: Forrester‟s North American Media Survey ©2011 Hewlett-Packard Development Company, L.P.
  • 7. B2B buyers increasingly going digital • 81% of customers say digital content improves likelihood of vendor making short-list for purchases • 76% say digital self service shortens sales cycle, many by up to 35% • Customers say they have doubled importance of digital info sources from a year ago and will double again Sources: Marketing Leadership Council, IDG Digital Content Study, July 2010
  • 8. Forrester Research, Inc., The Who And How Of Influencing Customers’ IT Decisions, August 25, 2011. B2B customers are engaged in digital Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
  • 9. Why do business decision-makers participate? Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
  • 10. Social Media channels becoming more influential Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
  • 11. …but traditional / WoM is still the tops “Across all stages of the technology initiative, which of the following information sources influence your purchase decision process” • #1 Web sites • #2 Colleagues within your organization • #3 In-person trade shows, events or conferences • #4 Vendor salespeople Forrester Research, Inc., The Who And How Of Influencing Customers‟ IT Decisions, August 25, 2011.
  • 12. So what can you hope to accomplish through your B2B social media strategy? A million friends and followers? Engagement? Leads? Sales?
  • 13. B2C Social Media Strategies Consumers Strategy Metrics • Build • Community Syndication through social communities members / channels • Influence engagement perceptions • Positive • Drive sales reviews / net • Lower sentiment Community Creation, support costs • Revenue Publishing & • Support calls Management saved 13
  • 14. B2B Social Media Influencer Strategy B2B customers Strategy Metrics • Influence • Share of Industry perceptions / Conversation/ Influencers Word of Influence Mouth • SEO traffic / Social • Provide blog links Channels answers • Community /shorten buy members / cycle engagement Subject matter experts engaged • Build • Support calls in HP communities saved communities • Lower support costs 14
  • 15. Required for success – organizational support Organizational Commitment • Social Media Manager • Support from key execs • Willingness of Subject Matter Experts to make time Social Media Enablement Content Enablement • Training Subject Matter • Content creation & Experts to engage, use tools editorial support and platforms • Listening/trend reporting
  • 16. Key activity – leverage your people Who: Content team writers, bloggers, Recruit Industry comms leads, Portfolio/service line comms leads, fellows What: Provide training webinars and Train session on blogging policies, best practices, and content creation tips. Where: Dissiminate intelligence about where SoMe conversations are taking place, links to Enable blogs, COE Resources, cross-EB aliases and internal groups 16
  • 17. Orchestrating your ambassadors Inputs Social Media & Coordinated Editorial Enablement Syndication and Activity Key Messaging Social Media Listening – Orchestrates content across Web, social media, eMail BU NPIs, Launches, Events – Align with solutions/BU‟s Media Coverage – Managed by editor in chief Relevant Content – Flexible to respond „instantly‟ SEO/SEM to input from listening tools – Feeds community members CIO Agenda Competitive Response Market Intelligence ©2011 Hewlett-Packard Development Company, L.P.
  • 18. If Facebook is the barbecue, LinkedIn is definitely the office—and Twitter is the Happy Hour after work! -Social Media Training Camp invitation
  • 19. Social media channels Channel B2B strengths Activity Blogs & Thought leadership, Blogging, moderation, Communities Support commenting, outreach Target audience Groups, company pages, engagement campaigns, recommendations Additional reach Promotion, company pages (awareness) Reach, immediacy Promotion, updates, engagement Video format, SEO Branded channel, video library Lead generation Company channel, leads, network, custom content Awareness, SEO Monitoring for accuracy, editing
  • 20. Content optimization is critical Blogger Optimization Scorecard submits Keywords Published by data points provided to content for added Blogger evaluated blogger review Error scorecard Blogger # posts Title B2 B3 B4 B5 B6 B7 B8 Error Rate Blogger1 10 7 1 10% Blogger2 1 1 1 1 1 1 1 75% Blogger3 3 5 3 33% Before After 2 HP Confidential
  • 21. Title testing and optimization – results Original title – 60 page views, 1st 45 days The key Capitalizing on Converged Infrastructure: A ingredients Case Study—A-dec Issue relevance +400% page view Optimized for highest volume Optimized title – increase in 7 days search keywords 300+ PV‟s, 1st 7 days Focus on Reader time value proposition customer problem Reclaim 1,350 IT staff hours for new projects - HP Converged Infrastructure Time value, does High volume keyword it seem worth Focus on customer problem reading? 2 HP Confidential
  • 22. Share of Conversation HP DELL EMC IBM Oracle Cisco 2000 7th June: HP 1800 Discover; 83% mentions through 19th June: HP, Toshiba collaborate on 1600 Twitter cloud computing 1400 10th June: HP Discover + CIO Forum: access to top 1200 Falconstor Software, announcement of being selected Panel to submit live questions. for 201 HP AllianceONE Partner 1 of the Year Award in category of Top dog w/in HP. 1000 HP Converged Infrastructure Solutions - Government 800 29th June: Case Study: Health Care Giant McKesson Harnesses HP ALM; HP Invests in China 600 towards Cloud Computing ; HP Discover Videos 400 200 0 5/1/2011 5/15/2011 5/29/2011 6/12/2011 6/26/2011 7/10/2011 7/24/2011 ©2011 Hewlett-Packard Development Company, L.P.
  • 23. Why all this matters Meet the new homepage June 23, 201 – 1 “Google Hits the Billion Monthly Unique Visitor Mark” ©2011 Hewlett-Packard Development Company, L.P.
  • 24. Search strategy Keywords mapped to the buy cycle Search Volume Awareness Customer Buying Cycle Purchase Maximum SEO/SEM Competition Minimum SEO SEM Purchase most competitive keywords Tier I Keyword optimization Tier II Keyword optimization Gateway pages, content creation focus Deeper Product / Services page optimization 2 HP Confidential ©2011 Hewlett-Packard Development Company, L.P.
  • 25. How it comes together Listen Plan Engage Optimize ©2011 Hewlett-Packard Development Company, L.P.
  • 26. Thank You! Alex Flagg Manager, Social Media and Digital Content Alex.flagg@hp.com www.linkedin.com/in/alexanderflagg @alex_flagg ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice