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


Operational update


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


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


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


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


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


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


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


BU request

Project Management

Is CS Team available?

Creative Services Team

External Agency

YES NO

WW OPS Process


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


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


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


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


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

Twitter

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

Facebook

4,044,000

Bharatstudent

3,269,000

Hi5

2,012,000

English

Japanese Mixi

12,738,000

MySpace

1,245,000

Orkut

638,000

Facebook

538,000

Gree

455,000

Japanese

Korea Naver Club Daum Café Cyworld

20,000,000

Korean

Malaysia Friendster Facebook

2,240,000

Twitter

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


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


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


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


Social Media Expansion EMEAActivities in Social Media

21

16 Decembe

R1 GWE CEE MEMA

UK (FB) Netherlands (TW) Russia Middle East


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


Social Media Expansion EMEAOpportunities in Social Media

22

16 Decembe

R1 GWE CEE MEMA






Portugal Denmark (FB Czech (FB) Marocco

Ireland Sweden (TW Hungary Algeria

Finland Poland – FB, TW Kenya

Norway (TW) - Croatia (FB) Tunesia


Romania (FB)

Serbia, Mont. (FB)

Slovenja (FB, TW)

4/7 6/9 8/13 1/10

Facebook


Social Media Expansion EMEAUpdate: Opportunities in Social Media

23

16 Decembe

R1 GWE CEE MEMA











Romania (FB)

Serbia, Mont. (FB)

Slovenja (FB, TW)

1/7 6/9 8/13 1/10

Twitter


Social Media Expansion EMEAUpdate

R1 GWE CEE MEMA











Romania (FB)

Serbia, Mont. (FB)

Slovenja (FB, TW)

7/7 9/9 13/13 10/10

YouTube


Social Media Expansion EMEAUpdate: EMEA Opportunities in Social Media

R1 GWE CEE MEMA

UK (FB) Netherlands (TW) - HV Russia Middle East







Finland Poland – FB, TW – Naska Kasa

Kenya



Romania (FB) – HI5

Serbia, Mont. (FB)

Slovenja (FB, TW)

0/7 1/9 2/13 0/10

Local Communities


Social Media Expansion EMEAUpdate: EMEA Social Media Opportunities

R1 GWE CEE MEMA











Romania (FB)

Serbia, Mont. (FB)

Slovenja (FB, TW)

2/7 5/9 7/13 1/10

Strong hp.com Country Manager Social Media Engagement


Social Media Expansion EMEAUpdate: EMEA Social Media Opportunities

R1 GWE CEE MEMA











Romania (FB)

Serbia, Mont. (FB)

Slovenja (FB, TW)

2/7 5/9 7/13 1/10

(Dedicated) Community Manager


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


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


Back Up Slides


Generating Dialogs


#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




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


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:

Facebook

LinkedIn

Twitter

YouTube

MySpace

Users social network on:

Facebook

Twitter

LinkedIn

MySpace

YouTube

ActiveCast

in Widgets

CS

CSCS

CS

CS

CS

CS

CS

CS


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.


– 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


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


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


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


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


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


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


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


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)


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


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


SOCIAL NETWORK PRIORITIZATIONW

W

Focu

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© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

APJ


APJ


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


Other Core Sites:APJ

– QQ / Qzone (China)

– Mixi (Japan)

– Orkut (India)

– Cyworld (Korea)

– Hi5 (Thailand)

– Friendster (Philippines)

– Wretch (Taiwan)


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


Mixi

– Invite-only site in Japan

– 24 million+ users

• 7x more monthly unique visitors than

Facebook

– 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


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.


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


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


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


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


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


EMEA


EUROPE


Facebook

– Dominate social network across all three regions


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


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)


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)


Schulervz/ Studivz

– German-only site

– SchulerVZ – general site

– StudiVZ – aimed at college students

– Similar in look and feel to FB


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


Hi5

– #4 Social networking site in Europe

– Popular in Spain, Turkey, Switzerland,

and Portugal

• #1 in Portugal

• FYI: Biggest single market is Mexico



– Shifting a larger focus to online

gaming

• Virtual currency is consistent across

games

• Creating a consistent

challenge/invite system across site


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


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

Facebook

– 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)


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


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


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


LAR


Facebook

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


Other Sites:LAR

– Orkut

– Hi5

Tier 2

– Taringa


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


Hi5

– Mexico – largest single market

• But, social networking sites rank

below other community sites such as YouTube, Blogger and Wikipedia in

Mexico



– Shifting a larger focus to online

gaming

• Virtual currency is consistent across

games

• Creating a consistent

challenge/invite system across site


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


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)


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

Facebook

HP Bloom: Strategy Phase I Launch Phase II Devel/Launch

SM Dashboard: Concept and Launch

Connect with Others


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


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