1 ©2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

Daryl Nielson, Sr.Marketing Manager, B2B Email, HP

Mia Dand, Sr.Marketing Manager, Enterprise Social Media COE, HP

October 5th (San Francisco), 29th (Boston) 2010

HP: Integrating Social Media with B2B Email

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The New Paradigm in Email Marketing

+ SOCIAL MEDIA

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The “Social” Email

Conversations drive Content

Conversations ARE Content!

Conversation Feeds: - Communities- Blogs- Twitter- Facebook- Others

Topics:- Converged Infrastructure

- Cloud Computing

- Virtualization- Others

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Social Media and the Power of Amplification

Traditional Email

Email + Social Media

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Social Media Will NOT Save Bad Content

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Lead Nurturing via Social Media

Read later…

Bookmark the Content

Sold!

Take Action

Interested!

Share With Others

Not ready?

Join the Community

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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

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5 Key Optimization Tips

–Keep it Simple

–Make it Relevant

–Share vs. Follow•Share = Amplify

•Follow = Engagement

– Integrate Multiple Channels

–Test! Test! Test!

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HP B2B Email Program

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HP eNewsletter: Technology at Work

Sales Force

Sales Force, Channel

Channel, hp.comCall Centers

Channel, Call Centers, hp.com

Channel, Call Centers, hp.com

Channel, Call Centers

GlobalAccounts

CorporateAccounts

Mid Market

Small

Micro

Consumer

Relationship eMails

Technology at Work enewsletter eMails create awareness of HP products and solutions

Subscribers – 8.3 Million

Frequency – Monthly

Versions - 26 Languages

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Sharing Content from Newsletter

Share

– Increase TAW awareness to potential subscribers via social media sharing

– Try to reach new customers via social Media

– Reports give us a clear insight into 2nd 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

Goal

Outcome

Share Newsletter

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Using Twitter to Connect to a New AudienceFinding a new engaged audience

Setup- Initial setup of Twitter account - Tweet 1 article per week

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

HP_Tech_at_Work

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

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Listening and Leveraging User-Generated Content

Monitor Social/ User Generated Content (UGC)

Aggregate, Filter and Analyze UGC

Identify Hot Topics and Trends

Route Relevant Information to Editorial

Deliver Metrics Reportsto BU

Blog Posts Editorial Collateral

– HP.com Blogs– External Blogs– Communities

– Blog Topic Alerts– Web Articles– Tech @Work

– Presentations– Whitepapers– Case Studies

Leverage User Generated

Content (UGC)

Syndicate Content

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Create Social Media Section in NewsletterCreate 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

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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

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Credits/Thank You

Daryl Nielson, Sr.Marketing Manager, B2B Email, HP

Mia Dand, Sr.Marketing Manager, Social Media COE, HP

Twitter: @HP_Tech_at_Work

Facebook: HPTechnologyatWork