Integrating Social Media with B2B Email Daryl Nielson Marketing Manager Email B2B, HP Mia Dand Enterprise Social Media Marketing Manager, HP
The New Paradigm in Email Marketing + SOCIAL MEDIA
The Social Email Conversations drive Content Topics: - Converged Infrastructure - Cloud Computing - Virtualization - Others Conversations ARE Content! Conversation Feeds: - Communities - Blogs - Twitter - Facebook - Others
Social Media and the Power of Amplification Traditional Email Email + Social Media
Social Media Will NOT Save Bad Content
Lead Nurturing via Social Media Sold! Take Action Interested! Share With Others Not ready? Join the Community Read later Bookmark the Content
Measure What Matters! Define What is the goal? Track Where are referrals? Measure What was the impact? Sample Goals and Metrics: Download a Whitepaper number of downloads Grow Community number of members/followers/likes Lead Generation number of leads captured
5 Key Optimization Tips Keep it Simple Make it Relevant Share vs. Follow Share = Amplify Follow = Engagement Integrate Multiple Channels Test! Test! Test!
HP B2B Email program
HP enewsletter: Technology at Work Relationship emails Technology at Work enewsletter emails create awareness of HP products and solutions Subscribers 8.3 Million Frequency Monthly Versions - 26 Languages Global Accounts Corporate Accounts Mid Market Sales Force Sales Force, Channel Channel, Call Centers, hp.com Small Channel, Call Centers, hp.com Micro Consumer Channel, Call Centers Channel, hp.com Call Centers
Sharing Content from Newsletter Share Share Newsletter Goal Increase TAW awareness to potential subscribers via social media sharing Outcome Try to reach new customers via social Media Reports give us a clear insight into 2 nd level clickers A clear viral impact can be observed The number of share editions increases every month (Facebook) Customer who share are your most engaged Privacy consideration to remove personal information when sharing
Using Twitter to Connect to a New Audience Finding a new engaged audience HP_Tech_at_Work Setup - Initial setup of Twitter account - Tweet 1 article per week Connect to the right audience: - Posting 2-3 times/day to accommodate time zones - Increase the quantity and quality of followers (IT Savvy) - Re-tweet peoples content - They become your follower and re-tweet your content Measure and Learn - Use Hootsuite to obtain geographical understanding of customers - Tag keywords to appear in Twitter searches - Setup descriptive biography with keywords so search engines can find your account
Create Social Media Section in Newsletter Create awareness of social media hot topics each month Change the newsletter to read more like social Create sections in the newsletter follow social sites/blogs at the country and WW level Challenges to manage all country and language combinations Results: on-going
Listening and Leveraging User-Generated Content Monitor Social/ User Generated Content (UGC) Aggregate, Filter and Analyze UGC Identify Hot Topics and Trends Leverage User Generated Content (UGC) Route Relevant Information to Editorial Deliver Metrics Reports to BU Syndicate Content Blog Posts Editorial Collateral HP.com Blogs External Blogs Communities Blog Topic Alerts Web Articles Tech @Work Presentations Whitepapers Case Studies
Learnings Find new customers Social Search/HP TAW on Bing Twitter Account HP Technology at Work Read Comment on Tweets Consolidate findings with Tweets Plan content based on very high clicks
Credits/Thank You Daryl Nielson Marketing Manager, Email B2B HP Mia Dand Enterprise Social Media Marketing Manager HP Tweet us: @HP_Tech_at_Work