HP Social Media Expansion...SEO implementations 1. Marketing skills 2. SEO/SEM skills Creativity...
Transcript of HP Social Media Expansion...SEO implementations 1. Marketing skills 2. SEO/SEM skills Creativity...
©2009 HP Confidential1 ©2009 HP Confidential1
Kari Homan – WW Digital Strategy, Social Media
Jorge Varela – WW Digital Strategy, Hp.com
HP Social Media Expansion
©2009 HP Confidential2 ©2009 HP Confidential2
Operational update
©2009 HP Confidential3 ©2009 HP Confidential3
Social Media ExpansionFrom Launch to Acquisition and Retention
Fan/Follower Retention
Editorial management – engagement - metrics/analysis
Fan/Follower Acquisition
Integration upstream - leverage of existing tools/templates – Applications -
Strategy and Launch
Prioritization – Resource planning – Ops and Editorial Planning – Community Mgmt
©2009 HP Confidential4 ©2009 HP Confidential4
Social Media ExpansionFrom Launch to Acquisition and Retention
Fan/Follower Retention
Editorial management – engagement - metrics/analysis
Fan/Follower Acquisition
Integration upstream - leverage of existing tools/templates – Applications -
Strategy and Launch
Prioritization – Resource planning – Ops and Editorial Planning – Community Mgmt
We are here
©2009 HP Confidential5 ©2009 HP Confidential5
Key Program Updates
– Organizational updates
• Community management strategy conceptual support
• Resource constraints remain a concern/issue
− BU reorganization has impacted resources in all regions.
• TSG SOMe resources centralized at WW
• PSG evaluating divide and conquer approach
• IPG WW and US resources still defining roles and responsibilities
– Operations Progress
• Updated templates and Social Media Style Guide in Q1 –slide to follow
• Gap Analysis – slide to follow
• Defined WW Operations Model and flexibility for regions – slides to follow
– Regional Prioritization
• US Complete
• APJ Complete
• LAR First cut complete
• CA in process
• EMEA in process
©2009 HP Confidential6 ©2009 HP Confidential6
HP Social Media Core Team
WW Digital StrategySocial Media StrategyKari Homan
WW Digital StrategySocial Media Execution Jorge Varela
Dieter ZirnigEMEA Strategy
Neil HudspethAPJ Strategy
Kari HomanUS Strategy
Kari Homan LAR/Canada
EMEA Hp.comHani DabbaghMaja Kraljic
Moving to AmericasLAR/CA hp.comPablo GrignaniShani MacIntosh
APJ Hp.comBeth Ramshaw
Regional BU Leads
WW Social Media IPG – PSG- TSG
Regional BU leads Regional BU Leads Regional BU Leads
Assumptions:-Social media engagement via hp.com can be managed within the current resource pool and prioritization of activities.- Hp.com managers will assign a regional Social Media engagement lead
©2009 HP Confidential8 ©2009 HP Confidential8
EXPANSION: CORE DECISION CRITERIA
Define Objectives Segment/Audience
Confirm Roles and Responsibilities
across BU/agency
Define Editorial Strategy and
Process
Assign Community Manger
Define core metrics and process to retrieve data
©2009 HP Confidential9 ©2009 HP Confidential9
Program Gap Analysis
Region BU Social Media Leads
Prioritization Coding andDevelopment
Community Management
Moderation Editorial Support
Metrics
US
CA
LAR
EMEA
APJ
= Tracking = Opportunity or Unknown = Gap
©2009 HP Confidential10 ©2009 HP Confidential10
3 Step Development
Template Distribution Process
Templates
• WW UI/UX team owns the Clean Sheet design elements for these templates.
•Social media style guide, Facebook templates,– committed to 12.14.09. (WW UI/UX team delayed due to Clean Sheet. Styleguide and FacebookWireframes by 1.15.10)
•Twitter updated templates, You Tube IA and templates, QQ, Orkut, Hi 5 – w/0 2.01.10
Coding
•21 Torr coding modular templates that will be delivered to WW OPS team and regional leads.
•Facebook delivered by 1.15.10.
•Templates include modular templates for offers, buzz, events, BU specific, learning/create, support, social innovations, video, images, campaigns.
Distribution
•Code to be delivered to WW OPS. Regions will have the option to work directly with the WW OPS team or with their regional agency leads.
•EMEA/APJ as primary regions.
•Templates will follow style guides and be hosted within approved server environments.
©2009 HP Confidential11
Proposed WW OPS Process
1. Involve a PM
2. Sprint ticket : Special category SPRINT
3. Concept creation
4. Implementation: Determine appropriate agency
5. Measurements
©2009 HP Confidential12
BU request
Project Management
Is CS Team available?
Creative Services Team
External Agency
YES NO
WW OPS Process
©2009 HP Confidential13
Creative PROCESS
Social media project request
BU > CPMO > SPRInt
Briefing
SERVICE 1 CS Team
Services 3 External Agency
Concept creation
Concept implementation
SERVICE 2CS Team
Check concept with Social Media WW/Reg
YES
NO
Project launch
Metrics/Analysis
Guidelines / integration / GUI / UX
NO
YES
©2009 HP Confidential14
Team structure / skills
1. Concept creation
1. Marketing skills
2. Copywriting skills
3. Social media knowledge
2. SEO implementations
1. Marketing skills
2. SEO/SEM skills
CreativityOut-of-the-box thinkingUp-to-date with social trends
©2009 HP Confidential15
WW OPS Team structure / skills
1. Implementation COPYRIGHT
1. Marketing skills
2. Copyright skills
2. Implementation VISUAL concept
1. Visual creativity skills
2. Marketing skills
3. Implementation WEB development
1. Proficient HTML/CSS skills
2. Proficient JS skills
3. Proficient PHP skills
4. Proficient Flash action scripting skills
CreativityOut-of-the-box thinkingBlogging/twitting/facebooking experience
Perfect understanding of GUI and UX requirements
©2009 HP Confidential16 ©2009 HP Confidential16
Americas Media Expansion - P1Region Facebook Twitter You Tube Orkut Hi 5 Notes
US √ √ √P2Linked InMy SpaceFlickr
CA √ √ √WW for Facebook. Need segmented community managersGSB and Retiree unique community mgmt
LAR √ √ √ √ √P1FacebookOrkutHi 5
Mexico √ √ √ √-Proposaal to hire contractor shared between IPG and PSG
Argentina √ √ √Brazil √ √ √ √
Brazilian Portugese
Chile √ √ √Venezuela √ √ √Argentina √ √ √Columbia √ √ √ √Carribean √ √ √
Leverage English
©2009 HP Confidential17 ©2009 HP Confidential17
APJ Social Media Expansion Prioritization
Region #1 #2 #3 #4 #5 Language
Australia Facebook
6,102,000
MySpace
3,530,000
Windows Live
1,962,000
Bebo
1,475,000
800,000
English
China QQ
376,000,000
51.com
130,000,00
0
Baidu
110,000,000
RenRen (formerly
known as Xiaonei) -
Facebook lookalike
40,000,000
Kaixin
30,000,000
Mandarin
Hong Kong YouTube Facebook
2,198,000
Xanga Uwants English / Mandarin
Indonesia Facebook
7,237,000
YouTube Kaskus - Komunitas
Indonesia
Bahasa Indonesian / English
India Orkut
12,869,000
4,044,000
Bharatstudent
3,269,000
Hi5
2,012,000
English
Japanese Mixi
12,738,000
MySpace
1,245,000
Orkut
638,000
538,000
Gree
455,000
Japanese
Korea Naver Club Daum Café Cyworld
20,000,000
Korean
Malaysia Friendster Facebook
2,240,000
New Zealand Facebook
1,000,000
Youtube Bebo Twitter English
Philippines Friendster Multiply Facebook
3,264,000
English
Singapore Facebook
1,128,000
Friendster
828,000
YouTube English
Thailand Hi5
1,500,000
YouTube Facebook
809,000
Dek-D Thai / English
Taiwan Wretch Youtube Facebook
957.000
Pixnet Mandarin
Vietnam Zing Facebook
468,000
YouTube Vietnamese / English
©2009 HP Confidential18
APJ SOCIAL MEDIA STAKEHOLDERS AND PROPOSED GOVERNANCE MODEL
APJ PSG APJ IPG APJ EBS APJ HP.COM
Serene Yap Thomas Lee Boon Yew/Kelvin Tan Lee Chen/Ronald Rocio Minguez-Sparrowe Tan/Jaztine Loy
APJ IPG APJ PSG APJ EBS APJ CM
Ivy Liang Lilian Chung Lucio Furlani Neil Hudspeth
VP Marketing VP Marketing VP Marketing Head of Brand & Digital
APJ MARKETING COUNCIL
COUNTRY DIGITAL MARKETING TEAMS
APJ DIGITAL COUNCIL (Chaired by CM, NH)
HP.COM COUNTRY DEPLOYMENT INDIVIDUAL
Governance and strategy
©2009 HP Confidential19
Social Media Expansion EMEAUpdate
19
16 Decembe
Country Contact Status Segments CM
UK Sangeetha Narasimhan Set up Team ENT Alex Wilkes
Spain Jose Luis Funentes FB: Online - Waiting for Templates ENT, Cons. *)
Austria Roger Marti FB: Online - Waiting for Templates, TW/YT: local account
All BU *)
Switzerland Roger Marti FB: Online - Waiting for Templates, TW/FB: defining
All BU *)
Denmark Kjeld Larsen FB: Online - Waiting for Templates, TW: local account
ENT, Cons. *)
Norway Harald Skotnes FB: Online - Waiting for Templates, TW: local account
ENT, Cons. *)
Czech Radka Maleckowa FB: Online - Waiting for Templates, TW: local account
ENT, Cons. *)
Romania Gabriel Popp FB: Online - Waiting for Templates, TW: local account
ENT, Cons. *)
Slovenija Maja Kraljic FB: Online - Waiting for Templates, TW: local account
All *)
Israel Ori Milstein FB: Online - Waiting for Templates, TW: local account
All Agency
Bulgaria Alexander Grigorov FB: Online - Waiting for Templates All *)
*) done as far as possible by hp.com Country Manager
©2009 HP Confidential20
Social Media Expansion EMEAEMEA Country Overview
20
16 Decembe
R1 GWE CEE MEMA
UK Netherlands Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria WY (CIS) Israel
Spain Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia Greece
Portugal Denmark Czech Marocco
Ireland Sweden Hungary Algeria
Finland Poland Kenya
Norway Croatia Tunesia
Bulgaria Nigeria
Romania
Serbia, Mont.
Slovenja
7 9 13 10
©2009 HP Confidential21
Social Media Expansion EMEAActivities in Social Media
21
16 Decembe
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB) Czech (FB) Marocco
Ireland Sweden (TW) Hungary Algeria
Finland Poland Kenya
Norway (TW) Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
2/7 5/9 7/13 1/10
©2009 HP Confidential22
Social Media Expansion EMEAOpportunities in Social Media
22
16 Decembe
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
4/7 6/9 8/13 1/10
©2009 HP Confidential23
Social Media Expansion EMEAUpdate: Opportunities in Social Media
23
16 Decembe
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
1/7 6/9 8/13 1/10
©2009 HP Confidential24
Social Media Expansion EMEAUpdate
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
7/7 9/9 13/13 10/10
YouTube
©2009 HP Confidential25
Social Media Expansion EMEAUpdate: EMEA Opportunities in Social Media
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) - HV Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW – Naska Kasa
Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB) – HI5
Serbia, Mont. (FB)
Slovenja (FB, TW)
0/7 1/9 2/13 0/10
Local Communities
©2009 HP Confidential26
Social Media Expansion EMEAUpdate: EMEA Social Media Opportunities
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
2/7 5/9 7/13 1/10
Strong hp.com Country Manager Social Media Engagement
©2009 HP Confidential27
Social Media Expansion EMEAUpdate: EMEA Social Media Opportunities
R1 GWE CEE MEMA
UK (FB) Netherlands (TW) Russia Middle East
France Belgium/LUX Ukraine (CIS) South Africa
Germany Austria (FB, TW, YT) WY (CIS) Israel (FB, TW)
Spain (FB) Switzerland Kazachstan (CIS) Turkey
Italy Baltics Slovakia (FB) Greece
Portugal Denmark (FB Czech (FB) Marocco
Ireland Sweden (TW Hungary Algeria
Finland Poland – FB, TW Kenya
Norway (TW) - Croatia (FB) Tunesia
Bulgaria (FB) Nigeria
Romania (FB)
Serbia, Mont. (FB)
Slovenja (FB, TW)
2/7 5/9 7/13 1/10
(Dedicated) Community Manager
©2009 HP Confidential28 ©2009 HP Confidential28
Social Media Expansion - WWSTRATEGY WW Regional Country TIMING NOTES
Identification of key stakeholders
WW -10.01.09US- 10.0.09EMEA –11.01.09APJ - 11.01.09LAR – 11.01.09
-WW complete- Re-org impacting
Governance Model WW – 11.01.09US – 11.01.09EMEA- 11.01.09APJ- 11.01.09LAR- 11.01.09
- Corp, Hp.com + BU
Objectives and Mission
WW - 10.1.09US – 10.01.09EMEA -11.01.09APJ- 11.01.09LAR - 11.01.09
-US Complete- APJ Complete
Prioritization & RoadmapFY10-FY11
WW /NA 10.15.09EMEA 11.15.09APJ - 11.15.09LAR – 11.15.09
- US/LAR Complete- CA in Process- APJ Complete - EMEA still TBD
Community Management
WW /NA 10.15.09EMEA 12.15.09APJ - 12.15.09LAR – 12.15.09
-HP employee as 1st option- Contract employee 2nd
- Agency as 3rd option
Operational set up WW/US – 12.15.09EMEA – 12.15.09APJ – 12.15.09LAR – 12.15.09
- Community Mgmt- Moderation- Updates
Metrics and Tracking Phase I - Omniture/platformPhase II – FY10
-Effectiveness- KPI’s- Process
Funding Model Templates – Digital StrategyLaunch/Updates – P4P
©2009 HP Confidential29
Back Up Slides
©2009 HP Confidential30 ©2009 HP Confidential30
Generating Dialogs
©2009 HP Confidential31
#socialmaniaGenerating Dialogs
VW (Volkswagen) was asking
"Can we get more people to choose the stairsby making it fun to do?“
66 % more people than normal chose the stairs over the escalator. #socialmania
http://www.youtube.com/watch?v=2lXh2n0aPyw
©2009 HP Confidential32
HP’s social media approach and strategy
– A pervasive social media presence both on the web and hp.com
– Expansive approach as a business that encompasses marketing,open innovation, customer support and intelligence
– Commitment to listening and being responsive to customers
– Evolved approach from advertising to engagement
1 TRANSFORM 2 LISTEN AND UNDERSTAND 3 ENGAGE 4 EMPOWER 5 ACCELERATE
& INCUBATE
©2009 HP Confidential33
HP.com HP Communities
HP BrandedSocial
Networks
Twitter Aggregation Page
Follow HP icons
RSS Reader
Lithium API
FAST Indexing
ActiveCast
Lithium API
ActiveCast (Polls, Talkback)
Social Sharing
Tweet This
Facebook Connect
HP Widgets (Create Change)
Lithium
social
network
integration
RSS Subscriptions
RSS
Reader/FeedBurner
3rd Party API (Twitter, Facebook)
RSS Reader
Follow HP
Become Fan
HP Tweets
Status Updates
News
HP.com Social Feature Integration
CSCleansheet horizontal social feature
Members
Community UI
3rd PartySocial
Networks
Blogs (and comments)
Forums (and polls)
Tribal Knowledge Base
Contests (and ideas)
HP Accounts on:
YouTube
MySpace
Users social network on:
MySpace
YouTube
ActiveCast
in Widgets
CS
CSCS
CS
CS
CS
CS
CS
CS
©2009 HP Confidential34
Engage: Building Ambassadors
1
Enable ways for HP, and emerging ambassadors to easily communicate, engage and inform others
2
3
HP ambassadors (customers, retirees, employees) create the foundation
Result: social media fuels acceleration to expand the base of HP ambassadors.
©2009 HP Confidential35
– Reinvigorate current HP blogging to become
more of a two-way conversation
– Develop internal HP experts into ambassadors
to participate within key communities of
importance to HP
– Partner with external social networks and
integrate features/services that add value and
create a wide base of HP ambassadors.
Engage customers where the conversations/ activity is already taking place
©2009 HP Confidential36 ©2009 HP Confidential36
SOCIAL MEDIA BRANDED PRESENCE WORLDWIDE EXPANSIONSTRATEGY WW REGIONAL COUNTRY TIMING NOTES
Identification of key stakeholders
WW -10.01.09US- 10.0.09EMEA –11.01.09APJ - 11.01.09LAR – 11.01.09
-WW complete- Reorg impacting
Governance Model WW – 11.01.09US – 11.01.09EMEA- 11.01.09APJ- 11.01.09LAR- 11.01.09
Leverage WW
Objectives and Mission
WW - 10.1.09US – 10.01.09EMEA -11.01.09APJ- 11.01.09LAR - 11.01.09
-HP (internal) - Customer
Prioritization & RoadmapFY10-FY11
WW /NA 10.15.09EMEA 11.15.09APJ - 11.15.09LAR – 11.15.09
US CompleteCA in ProcessAPJ Complete
Community Management
Operational set up WW/US – 12.15.09EMEA – 12.15.09APJ – 12.15.09LAR – 12.15.09
- Community Mgmt- Moderation-Updates
Metrics and Tracking
Phase I - Omniture/platformPhase II – FY10
-Effectiveness- KPI’s- Process
Funding Model Templates – Digital StrategyLaunch/Updates – P4P
©2009 HP Confidential37 ©2009 HP Confidential37
BRANDED SOCIAL NETWORKS APPROACH
CURRENT INTERIM FUTURE
Strategy Pilot with top tier accounts to build a compelling external brand presence.
Deliver guidelines and minimize fragmentation.
Prioritized regional expansion to expanddialog/intelligence.
Bi-directional model to drive push/pull w/SM networks.Multi-tiered strategy using SM for syndication.
Channels Facebook - integratedTwitter/ You Tube/My Space -fragmented
Tier I/II strategy at the regional level that includes integration.
Orchestrated across tiers
Content Leverage existing hp.com content and processes into SM channels.
Define systematic change to streamline content acquisition and integration of rich content.
Integrate SM strategy into supply chain of marketing mix to deliver a balance of hp and UGC.
Moderation Moderation per channel viacontractor
Evaluate offshore resources to update existing channels
Develop scalable model that ties into the relevant PR, Support and BU leads
Updates Operations per channel via contractor/agency. Support from Hp.com.
Evaluate offshore resources to update existing channels
Explore the use of Tridion for template management/ distribution
FY10 - 11FY09
©2009 HP Confidential38
FY10 Guiding Principles for Expansion
Approach
– Prioritize engagement within an external network based on • Strategic fit in Social Media Strategy
• Resource model to support and ensure a strong brand reputation
• Identify complimentary networks that further engagement with customers and prospects
– Focus on advocates• Drive a disproportionate share of business
• Create spaces to speak to them and allow them to speak to others
• Listen to and address detractors
– Authentic brand participation• Understand the platform
• Behave like a community member, not an outsider
• Be authentic, honest and transparent
– Consistent human voice• People want to talk to other people
©2009 HP Confidential39
FY10 Guiding Principles for ExpansionCore Requirements
– Engagement with Regional Social Media and Hp.com Execution leads • Submit request for new social media site* which includes core objectives and success metrics
• Partner with regional and hp.com leads to define launch and maintenance plan
• Define WW/regional core team who will participate
– Segment/Audience approach• Develop branded presence from a customer voice at the segment or audience level
• Integration of the BU content within a segment experience
• Alignment and integration of BU specific management
– HP Branded Template• Use approved templates with the appropriate HP logo
– Community Management• Define the community management model prior to launching a branded presence in a social media network.
• Ensure that you have an editorial strategy, process and support to maintain a conversation with customers.
• Define escalation path in place for marketing, product and support
– Metrics• Determine core metrics available and process to aggregate, analyze and distribute.
• Alignment on core metrics and prioritization
©2009 HP Confidential40 ©2009 HP Confidential40
HP Social Media Expansion - # socialmania
WW Digital StrategySocial Media StrategyKari Homan
WW Digital StrategySocial Media Execution Jorge Varela
Dieter ZirnigEMEA Strategy
Neil HudspethAPJ Strategy
Kari HomanUS Strategy
Kari Homan LAR/Canada
EMEA Hp.com US Hp.com LAR/CA hp.com APJ Hp.com
Regional BU Leads
WW Social Media BU Leads
Regional BU Leads Regional BU Leads Regional BU Leads
Assumptions:-Social media engagement via hp.com can be managed within the current resource pool and prioritization of activities.- Hp.com managers will assign a regional Social Media engagement lead
©2009 HP Confidential42 ©2009 HP Confidential42
EXPANSION: CORE DECISION CRITERIA
Define Objectives Segment/Audience
Confirm Roles and Responsibilities
across BU/agency
Define Editorial Strategy and
Process
Assign Community Manger
Define core metrics and process to retrieve data
©2009 HP Confidential43 ©2009 HP Confidential43
THE ROLE (AND IMPORTANCE) OF COMMUNITY MANAGEMENT
A COMMUNITY MANAGER IS:
– Dedicated to all things Social Media for a brand (rather than adding Social Media to an employee’s already full plate)
– Essential for true social integration
– Responsible for connecting all of a brand’s Social Media dots
COMMUNITY MANAGERS FOR HP SHOULD:
– Establish themselves as the human voice of select segment(s)
– Participate in communities to become an approachable outlet for consumers
– Manage all Tier I & II Social Media activities for their segment(s)
©2009 HP Confidential44
Audience Sizing of Potential WW Partners
Site
Size Loyalty
Unique Visitors
(MM)
Rank Time Spent (min)
98.2 3 21.2
87.7 5 8.2
68.5 6 14.4
61.8 9 5.5
53.2 14 2.1
26.9 25 1.6
21.2 36 5.5
17.4 42 1.3
8.7 112 4.4
©2009 HP Confidential45
Technology / IP / Data
Ubiquity, search,
widgetization
Facebook Connect,
Applications, Fan
Pages
Entertainment platform
facilitating connections
Collaboration, amount
of content
Breadth and depth of
content created
Breadth and depth of
content created
Portability, cross-device
functionality
Powerful community,
capable of driving
large traffic
Highly accurate,
granular workplace
data
©2009 HP Confidential46 ©2009 HP Confidential46
SOCIAL NETWORK PRIORITIZATIONW
W
Focu
sRegio
nal
Focu
s
Syn
dic
atio
nA
ggre
gatio
n
© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
APJ
©2009 HP Confidential48
APJ
©2009 HP Confidential49
Facebook: APJ
Beginning to win over
sections of Europe
– #1 in Hong Kong,
Singapore, Malaysia,
Indonesia, Australia,
New Zealand
– Growing in popularity in
India, Philippines and
Thailand
– Not a leader in China,
Japan, South Korea
©2009 HP Confidential50
Other Core Sites:APJ
– QQ / Qzone (China)
– Mixi (Japan)
– Orkut (India)
– Cyworld (Korea)
– Hi5 (Thailand)
– Friendster (Philippines)
– Wretch (Taiwan)
©2009 HP Confidential51
QZONE
– QQ, Qzone, and QQ Xiaoyou
• QQ - an enormously popular IM service
• Qzone – social network and blogging platform
• 20 million+ blogs created
• QQ Xiaoyou – targets students in college and high school
• 20 million+ registered users
• Launched officially in Jan 2009
– Dominate site by far in China
• 133 million unique visitors in August 2009
• QQ.com reported to have 200 million+ members
– Most other social networking sites are frequently shut down by the government
©2009 HP Confidential52
Mixi
– Invite-only site in Japan
– 24 million+ users
• 7x more monthly unique visitors than
– Almost entirely Japanese as a Japanese cell
phone and e-mail address are required to join
– Mobile social networking aspect
• Mobile penetration and advanced
features are high
• 70% of site traffic comes from mobile
• Mixi Mobile should be an important
part of any Mixi play
©2009 HP Confidential53
Orkut
– India
– Owned by Google
– Has a look and feel like Gmail meets MySpace
– Facebook has seen significant growth in India this year as well.
©2009 HP Confidential54
Cyworld
– Korea
– “Minihompy" (mini-homepage)
• Photo gallery, video, message board, guestbook, friend list, and personal bulletin board
– Users decorate minirooms and communities through virtual goodies• A large economy has arisen • around micropayments for items • within Cyworld, including • decorations for minihompies, • minirooms and communities
– Mini Life
• 3D virtual-worlds
©2009 HP Confidential55
Hi5
– Most popular social networking sites in Thailand
– Most traffic comes from Latin America
– Similar in look and feel to MySpace
– Target market is 15-24 year-olds
– Shifting a larger focus to online gaming
• Virtual currency is consistent across games
• Creating a consistent challenge/invite system across site
©2009 HP Confidential56
Friendster
– Popular in Philippines, Singapore, Malaysia, Indonesia
– 90% of the sites traffic comes from Asia
– Pretty much the last stronghold of Friendster in Southeast Asia
• Facebook is gaining ground quickly
• Recent introduction of mobile payments and calling cards have helped Friendster maintain some lead
– Recent partnership with Intelius is raising concerns in the tech space
©2009 HP Confidential57
Wretch
– Taiwan
– Provides album, blog and bbs hosting services
• Similar in style to Xanga
– Top site in traditional Chinese, though now blocked on mainland China
©2009 HP Confidential58
APJ- COMSCORE DATA
Facebook 6.5
Youtube 4.3
Myspace 3.3
Blogger 3
Bebo 1.4
Flickr 1
Twitter 0.8
QQ 132.6
Baidu 129
Tudou 49.9
51.com 61.1
Orkut 15.2
Youtube 10.9
Blogger 10.8
Facebook 7.5
Windows live 5.1
Wordpress 4.3
Metacafe 3.6
Flickr 2.1
Hi5 1.3
Linked In 1
Youtube 26.8
Ameblo 22.1
Nicovideo 13.5
Mixi 11.1
China
India
Japan
Country Site
Unique
Visitors
(MM)
AustraliaNaver 23.7
Daum 21.4
Cyworld 13.6
Facebook 2
Live 1.9
Youtube 1.5
Blogger 1.1
Xanga 0.8
Baidu 0.7
Youtube 4
Blogger 3.7
Facebook 3.3
Live 3
Myspace 1.5
Live 1.7
Facebook 1.6
Youtube 1.5
Blogger 1.4
Friendster 0.5
Wretch 6.9
Live 4.5
Youtube 3.3
Baidu 1.5
Taiwan
Country Site
Unique
Visitors
(MM)
Korea
Hong Kong
Malaysia
Singapore
© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
EMEA
©2009 HP Confidential60
EUROPE
©2009 HP Confidential61
– Dominate social network across all three regions
©2009 HP Confidential62
Facebook-Europe
Significant growth in 2009
– #1 in UK, Ireland, France, Spain, Italy, Austria, Belgium, Denmark, Finland, Norway, Sweden, Switzerland
– Very popular in much of Eastern Europe
– Lags in Germany, Netherlands, Poland, Ukraine, Latvia, Belarus
©2009 HP Confidential63
Facebook – Middle East/Africa
Slowly making in-roads with Middle
East and Africa
– Middle East:
• Popular in Turkey, Isreal, UAE,
Quatar
– Africa
• Internet penetration remains
low, but popular in countries with higher internet access
(Egypt, South Africa, Morocco,
Tunisia, Nigeria, Kenya, Ghana)
©2009 HP Confidential64
Other Sites - EMEA
Tier 1 non-Facebook
– SchulerVZ / StudiVZ (Germany)
– Hyves (Netherlands)
– Hi5 (Portugal)
– Nasza Klasa (Poland)
– Vkontakte (Russia, Ukraine, Belarus)
Tier 2
– Tuenti (Spain)
– Skyrock (France)
©2009 HP Confidential65
Schulervz/ Studivz
– German-only site
– SchulerVZ – general site
– StudiVZ – aimed at college students
– Similar in look and feel to FB
©2009 HP Confidential66
Hyves
– Netherlands
– 9 MM+ users, 95% of traffic comes from within the Netherlands
• Estimated that 1/3+ of the population of the Netherlands is on the site
• Even the Prime Minister has a profile
• About 30% of users are 15-25
– Average visit is 22 minutes
– English and Dutch
©2009 HP Confidential67
Hi5
– #4 Social networking site in Europe
– Popular in Spain, Turkey, Switzerland,
and Portugal
• #1 in Portugal
• FYI: Biggest single market is Mexico
– Similar in look and feel to MySpace
– Target market is 15-24 year-olds
– Shifting a larger focus to online
gaming
• Virtual currency is consistent across
games
• Creating a consistent
challenge/invite system across site
©2009 HP Confidential68
Nasza Klasa
– Over 27 million users
– Almost 90% of traffic is from Poland
• Also popular in Norway (#5)
– More similar to classmates.com
• Used to connect students and alum
– Users create profiles with info, photos, interest and history of schools and classes attended
©2009 HP Confidential69
Vkontakte
– Russia, Ukraine, Belarus
• 80% of users are from Russia
• Popular with job recruiters
• Plans to expand to more languages
in Q4
– Very similar look and feel to
– Russians engage in more social
networking than any other nation
• 6.6 hours and viewing 1,307 pages per visitor per month on average vs
the WW average of 3.7 hours and
525 pages per visitor (comScore)
©2009 HP Confidential70
Tuenti
– Spain
• ~7 MM members
– 97% of site users are Spanish
• Recently moved to #2 behind
Facebook in monthly visitors
– Includes most traditional social
networking features:
• Profile, photos, videos, chat, etc
©2009 HP Confidential71
Skyrock
– France
• #2 to Facebook, but very popular
• French politicians and celebrities often have profiles
– Similar look and feel to MySpace with a greater focus on blogs
• Began as a blogging platform
©2009 HP Confidential72
EMEA- COMSCORE DATA
Youtube 2
Wikipedia 1.5
Facebook 1.1
Blogger 0.69
Myspace 0.58
Facebook 3.1
Youtube 2.9
Wikipedia 1.8
Blogger 1.3
Facebook 2.2
Youtube 1.8
Wikipedia 0.93
Blogger 0.72
Youtube 1.9
Facebook 1.9
Wikipedia 1.5
Blogger 1.1
Facebook 19.7
YouTube 17.2
Wikipedia 14.2
Skyrocket 13.3
Over-blog 9.5
Blogger 9.3
Belgium
Denmark
Finland
France
Country Site
Unique
Visitors
(MM)
Austria Youtube 21.2
Wikipedia 17.3
ICQ 12.9
Schulervz.net 8.6
Blogger 7.3
Studivz 6.2
Facebook 5.5
Myspace 5.2
Youtube 0.93
Facebook 0.85
Bebo 0.72
Wikipedia 0.54
Blogger 0.4
Facebook 2.4
YouTube 2.3
Nana10 1.6
ICQ 1.6
Wikipedia 1.3
Facebook 13.3
Youtube 11.1
Wikipedia 7.6
blogger 6.6
Country Site
Unique
Visitors
(MM)
Germany
Ireland
Isreal
Italy
Hyves 7.3
Youtube 6.8
Wikipedia 4.6
Blogger 2.9
Facebook 2
Facebook 1.9
Youtube 1.6
Wikipedia 1
Blogger 0.83
Hi5 2.4
Youtube 2.1
Blogger 2
wikipedia 1
Facebook 0.5
Youtube 10.4
Blogger 8.5
Facebook 8.3
Tuenti 6.8
Wikipedia 6.4
Wordpress 4.8
Netherlands
Norway
Portugal
Spain
Country Site
Unique
Visitors
(MM)Youtube 3.5
Facebook 3.1
Blogger 2.2
Bilddaboken 2.1
Blogg 2.1
Wikipedia 2
Facebook 2.4
Youtube 2.4
Wikipedia 1.7
Blogger 1.1
Facebook 15.6
Blogger 9.2
Blogcu 8
Youtube 6.2
Wikipedia 5.5
Facebook 26.9
Youtube 24.6
Wikipedia 14
Blogger 10.4
Bebo 7.6
Country Site
Unique
Visitors
(MM)
Sweden
Switzerland
Turkey
United
Kingdom
© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
LAR
©2009 HP Confidential74
©2009 HP Confidential75
Gaining in LAR in the last 2 years
– Passed Orkut as the most popular this year
– Growing at rates of over 1000% in some countries (Colombia, Argentina and Mexico)
– Brazil is outlier
©2009 HP Confidential76
Other Sites:LAR
– Orkut
– Hi5
Tier 2
– Taringa
©2009 HP Confidential77
Orkut– Brazil
• Number 3 site after Google Brazil
and Google
• Almost 50% of all Orkut users
come from Brazil
• Site is now operated out of Google Brazil
– Launched a lighter version in 2008 for
slow internet connections (a move FB just
copied)
– Blocked in Iran, UAE and Saudi Arabia
– Fairly typical range of social networking
options
• Has a look like MySpace + Gmail
– not as customizable as MySpace, similar to Gmail template
©2009 HP Confidential78
Hi5
– Mexico – largest single market
• But, social networking sites rank
below other community sites such as YouTube, Blogger and Wikipedia in
Mexico
– Similar in look and feel to MySpace
– Target market is 15-24 year-olds
– Shifting a larger focus to online
gaming
• Virtual currency is consistent across
games
• Creating a consistent
challenge/invite system across site
©2009 HP Confidential79
Taringa
– Popular across Latin America
– Users communicate via posts
– Having issues with users posting copyrighted material
– New users earn the right to post and award points as they participate in the community more
– Unclear if there are brand opportunities, but is a popular site to be aware of
©2009 HP Confidential80
LAR- COMSCORE DATA
Facebook 6.5
Youtube 5.3
Blogger 5.2
Taringa 4.2
Wikipedia 3.9
Orkut 22.2
Windows Live 21.9
Blogger 16.2
Wordpress 9.9
Wikipedia 9.5
Facebook 5.1
Youtube 3.7
Blogger 3.1
Wikipedia 2.6
Wordpress 1.8
Taringa 1.8
Brazil
Chile
Country SiteUnique
Visitors (MM)
Argentina
Facebook 7.1
Youtube 5.3
Blogger 4
Wikipedia 4
Wordpress 2.5
Taringa 2.1
Hi5 2
Youtube 8.7
Blogger 6.4
Wikipedia 5.5
Hi5 5
Facebook 4.1
Wordpress 3.8
Taringa 3.3
Facebook 1.7
YouTube 1.1
Blogger 0.9
Wikipedia 0.6
Wordpress 0.4
Taringa 0.4
SiteUnique
Visitors (MM)
Venezuela
Columbia
Mexico
Country
YouTube 51.5
Blogger 43.7
Facebook 35.9
Wikipedia 33
Orkut 23.3
Hi5 16.1
Taringa 15.3
Latin America
Country SiteUnique
Visitors (MM)
©2009 HP Confidential81
Nov Dec Jan
Social Media Roadmap May Jun Jul Aug Sep OctFeb Mar Apr
Str
ate
gy
Hp.c
om
Bra
nd
ed P
resence
Part
ners
hip
s
Wikia Deal Development Launch
Listening Platform: Requirements Negotiation and contract Training and Rollout
Social Media Strategy Development
Blogging:Strategy/Guidelines
HP Labs Open Innovation – Strategy, Launch
Community Platform Requirements
Tier I Strategy Development Tier II Strategy Development
Landing: Connect with Others launch Clean Sheet planning/social features, scoping prioritization and development
Analysis Decision Governance Go to Market
Blog Clean-up Review Development Launch
Facebook: Strategy
You Tube: Strategy
Twitter: Guidelines and account aggregation
Alignment: Development Corp- Home -Students - SMB Intl templates - Optimize
Aggregator page Evolved strategy
Launch
Linked In: Strategy and Launch
My Space Partnership
Tier II Strategy
My Space: Strategy and launch
Editorial update
Forums
HP Bloom: Strategy Phase I Launch Phase II Devel/Launch
SM Dashboard: Concept and Launch
Connect with Others
©2009 HP Confidential82
Nov Dec Jan
Social Media Roadmap – FY10 May Jun Jul Aug Sep OctFeb Mar Apr
Str
ate
gy
Hp.c
om
Bra
nd
ed P
resence
Part
ners
hip
s
Wiki: Launch Launch
Listening Platform: Rollout Negotiation and contract Training and Rollout
Social Media Strategy Evolved
Blogging:Strategy/Guidelines
Community Platform Rollout
Tier I Strategy Development Tier II Strategy Development
Connect with Others evolution
Clean Sheet planning/social features, scoping prioritization and development
Blog Clean-up Review Development Launch
Social Media Structure: Strategy
You Tube: Integrated page development. Internal education and rollout
Twitter: Guidelines and account aggregation
Linked In: Strategy and Application
Tier II Strategy
My Space: Strategy and development
Create Change launch Launch Analysis
SM Dashboard: Omniture develiopment and launch Tier II Strategy Development
Linked In: Launch
Twitter:Analysis and evolution
Tier II WW/US rollout Tier II EMEA/APJ rollout
Facebook Evolution/roll-out /Analysis
©2009 HP Confidential83 ©2009 HP Confidential83
Q&A