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.

1. Five steps to successfully
telling your social
media story
BRIAN MACDONALD
HEWLETTPACKARD
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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. 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. My Social Media Story
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 3 herein is subject to change without notice.

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. 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. 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. 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. 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. Version 1
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained 9 herein is subject to change without notice.

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. 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. 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. 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. 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. 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. 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. Thank you!
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

19. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014