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Five steps to successfully 
telling your social 
media story 
BRIAN MACDONALD 
HEWLETTPACKARD 
OCTOBER 2729, 2014 ORLANDO ...
Five steps to 
successfully telling 
your social media story 
Brian MacDonald 
Senior Digital Marketing Manager, HP Softwa...
Storytelling 
Everyone loves a great story 
Once upon a time… A long time ago 
in a galaxy 
far, far away…. 
© Copyright 2...
My Social Media Story 
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 3 herein is su...
Storytelling 
5 steps 
Step 1 
Genre 
Step 2 
Research 
Step 3 
Write 
© Copyright 2014 Hewlett-Packard Development Compan...
Step 1 
Genre 
Step 2 
Research 
Step 1 - Genre 
Step 3 
Write 
Determine your target audience 
1. Who is your audience? 
...
Victory plan KPIs 
Executive scorecard KPIs and targets aligned to priorities 
Win Execute Delight Innovate 
© Copyright 2...
Step 1 
Genre 
Step 2 
Research 
Step 2 - Research 
Study the numbers and determine your insights 
1. Cast a wide data net...
Step 1 
Genre 
Step 2 
Research 
Step 3 - Write 
Bring it all together 
Step 3 
Write 
1. Know the end game before you sta...
Version 1 
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 9 herein is subject to cha...
Step 1 
Genre 
Step 2 
Research 
Step 4 – Feedback 
Ask your editor 
1. Ask for specific 
feedback 
2. Own your story 
3. ...
Step 1 
Genre 
Step 2 
Research 
Step 5 - Publish 
Time to go on tour 
1. Anticipate your audience’s 
questions 
2. Engage...
X 
Accepted 
solutions 
IT Experts Community 
A technical network for IT Practitioners 
X Monthly unique visitors 
What is...
Top blogs 
Security 
42% 
ADM 24% ITOM 21% SPM 9% Big Data 4% 
Highest 
viewed 
blog post 
Hacking POS Terminal for 
Fun a...
What’s trending in the community 
Hot Topics in the Blogs Hot Topics in the Forums 
© Copyright 2014 Hewlett-Packard Devel...
What worked well, what didn’t? 
Optimizing success and scaling best practices 
What worked well? 
• Higher activity drives...
Select Your Genre Summary 
(Audience) 
Step 1 
Genre 
Step 2 
Research 
Step 3 
Write 
Step 4 
Edit 
Step 5 
Publish 
Do Y...
Thank you! 
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to chan...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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Five steps to successfully telling your social media story, presented by Brian MacDonald

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In his Brands-Only Summit Pre-Conference presentation, Hewlett-Packard's Brian MacDonald explains how to tell stories that connect social media metrics to business issues and goals.

He shares five steps to build stories for any audience and transform metrics from numbers to real business insights.

Veröffentlicht in: Soziale Medien
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Five steps to successfully telling your social media story, presented by Brian MacDonald

  1. 1. Five steps to successfully telling your social media story BRIAN MACDONALD HEWLETTPACKARD OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Five steps to successfully telling your social media story Brian MacDonald Senior Digital Marketing Manager, HP Software Global Marketing October 27, 2014 © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  3. 3. Storytelling Everyone loves a great story Once upon a time… A long time ago in a galaxy far, far away…. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 2 herein is subject to change without notice.
  4. 4. My Social Media Story © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 3 herein is subject to change without notice.
  5. 5. Storytelling 5 steps Step 1 Genre Step 2 Research Step 3 Write © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 4 herein is subject to change without notice. Step 4 Edit Step 5 Publish
  6. 6. Step 1 Genre Step 2 Research Step 1 - Genre Step 3 Write Determine your target audience 1. Who is your audience? 2. What are their business objectives? 3. How social savvy are they? © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 5 herein is subject to change without notice. Step 4 Edit Step 5 Publish
  7. 7. Victory plan KPIs Executive scorecard KPIs and targets aligned to priorities Win Execute Delight Innovate © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 6 herein is subject to change without notice. Develop  Generated influenced pipeline  Contribution to closed/ won revenue  Pipeline ROI per $ spent  Contribution to pipeline services  Pipeline value of leads passed to or shared with partners  Net new logos from Mktg  Monetize whitespace  Spend vs. budget  People-to-program ratio  % program spend focused on demand  Contact database hygiene  initiatives  Net new customer references / wins  Digital contribution to pipeline  Digital total owned base; improve Downloads  Digital share of voice growth  Conversion rates from digital marketing inquiries to qualified leads
  8. 8. Step 1 Genre Step 2 Research Step 2 - Research Study the numbers and determine your insights 1. Cast a wide data net 2. Develop insights 3. Do your insights align with business objectives? Engagement Series 1 Series 2 10 5 0 © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 7 herein is subject to change without notice. Traffic Metrics Category 1 Category 2 Category 3 Category 4 Series 1 Series 2 Series 3 Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Step 3 Write Step 4 Edit Step 5 Publish
  9. 9. Step 1 Genre Step 2 Research Step 3 - Write Bring it all together Step 3 Write 1. Know the end game before you start 2. Build a story board 3. Drill down based on your audience © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 8 herein is subject to change without notice. Step 4 Edit Step 5 Publish
  10. 10. Version 1 © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 9 herein is subject to change without notice.
  11. 11. Step 1 Genre Step 2 Research Step 4 – Feedback Ask your editor 1. Ask for specific feedback 2. Own your story 3. Rehearsal Step 3 Write © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 10 herein is subject to change without notice. Step 4 Feedback Step 5 Publish
  12. 12. Step 1 Genre Step 2 Research Step 5 - Publish Time to go on tour 1. Anticipate your audience’s questions 2. Engage your audience 3. The End (but get ideas for the sequel) Step 3 Write © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 11 herein is subject to change without notice. Step 4 Feedback Step 5 Publish
  13. 13. X Accepted solutions IT Experts Community A technical network for IT Practitioners X Monthly unique visitors What is the IT Experts Community? X Unique Visitors © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 12 herein is subject to change without notice. X RSS feed views X Software page views The overall number of posts, across all types of discussions: forums, blogs, How did this benefit our business? X Blog Posts X Online Forums X Blog page views X Likes X Downloads X X Clicks X% $X pipeline X Online Expert Days Total community posts X responses X MQLs X SALs X% X% X Chapter Events X Web Events What are the results? X Email Blasts X email subscribers X% click-through rate X% open rate Blogging Forums Newsletter X email recipients X open rate X click-through rate X Email Blasts User Group
  14. 14. Top blogs Security 42% ADM 24% ITOM 21% SPM 9% Big Data 4% Highest viewed blog post Hacking POS Terminal for Fun and Non-Profit Download HP LoadRunner and enhance your experience with the tips below HP Helion is here with $1 Billion Investment Introducing HP Service Manager 9.20 © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 13 herein is subject to change without notice. Data Protection: What’s new in Data Protector 8.1 – Highest viewed blog post 1. Hacking POS Terminal for Fun and Non-Profit 2. ZDI-14-173/CVE- 2014-0195 - OpenSSL DTLS Fragment Out-of- Bounds Write: Breaking up is hard to do 3. Protect your Struts1 applications 1. FAST mobile apps develop and deliver faster 2. Async. Communications: The WebSocket protocol made easy in LoadRunner 12.00 3. LoadRunner licenses now available on Pronq.com – 1. HP Helion is here with $1 Billion Investment 2. HP Helion Week in Review: July 5 - July 11 3. HP Helion Series: A Portfolio Not a Solution 1. HP Service Manager 9.34 - 5 reasons to take a closer look 2. Great user experience is (everything but) magic. 3. What does it take to create an outstanding UX? 4. Introducing HP Propel on-premise: give your users a shortcut to information, decisions and actions 1. Analytics for Human Information: HP IDOL 10.6 just released: a story of something bigger – 2. Information Governance: The Trend Continues x2 - Leadership in eDiscovery and Archiving Portfolio – 3. Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement Most engaged blog post Protect your Struts1 applications – 37 comments, 0 kudos Yo and the art of Application Lifecycle Management – 2 comments, 13 kudos Three faces of SiteScope monitors in the Wild West – 3 comments, 6 kudos Great user experience is (everything but) magic. What does it take to create an outstanding UX? - 17 comments, 7 kudos Information Governance: HP Named a Leader in Structured Data Archiving and Application Retirement – 1 comment, 1 kudos Top blogs in by page views
  15. 15. What’s trending in the community Hot Topics in the Blogs Hot Topics in the Forums © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 14 herein is subject to change without notice. Online Expert Day NNMi ALM Robot Oracle Web App HTML Doc Affected service and CI DP 7.00 Backup DP 8.12 patch bundle feedback Determined by the most viewed blog posts from each of top 5 blogs on the community KEY: Security Research Blog; Grounded in the Cloud Blog; LoadRunner and Performance Center Blog; Security Products Blog; BSM Blog Determined by the most viewed forum posts from each pillar KEY: Represented in multiple pilars; BSM; ALM; SPM; Big Data
  16. 16. What worked well, what didn’t? Optimizing success and scaling best practices What worked well? • Higher activity drives more views and engagement • Proactively reach out to external communities to drive traffic to blog posts • Blog on current events and trends that are relatable and timely Things to think about None of the top blogs are campaigns related. How do we make those posts more interesting and timely to the community? New and original research performs well across the community, where are opportunities to create more? • Webinars • Forums • Vivit © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 15 herein is subject to change without notice.
  17. 17. Select Your Genre Summary (Audience) Step 1 Genre Step 2 Research Step 3 Write Step 4 Edit Step 5 Publish Do Your Research (Metrics) Write Your Story (Insights) Get Feedback (Edit) Publish Your Story (Tour) © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 16 herein is subject to change without notice.
  18. 18. Thank you! © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  19. 19. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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