The first thing you must remember when adopting social media is to approach with caution: apply forethought and integrate social media as part of your overall marketing toolkit. Here I provide a general overview of what shapes my approach to social media strategy. This is the presentation I gave to the French American Chamber of Commerce in Dallas on August 4, 2011.

1. …the conversation “You can't manage the conversation If you're not in the conversation” Social-Media Luncheon French-American Chamber of Dallas-Fort Worth 04 August 2011 HP Enterprise Services, Plano ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice Join…

2. HP ACGApplications and ContentGlobalizationhttp://www.hp.com/go/globalize From HP Enterprise Services Camille K. Hedrick Worldwide Marketing and Communications

3. Who is HP ACG? World’s largest language supplier serving global businesses (non-governmental)* *From Common Sense Advisory, The Language Services Market: 2011, May 31, 2011

4. Automation & Management HP ACG OfferingEnd-to-end portfolio of services Testing Content Creation Rich Media Translation & Localization CONTENT APPLICATIONS TRANSCREATION Automation and Management G l o b a l i z a t i o n O u t s o u r c i n g

6. Project Managers

7. Internationalization Consultants

8. Content Developers

9. Graphic Designers

10. Testing EngineersSan Jose Palo Alto Bratislava San Diego Houston Plano Baton Rouge HP ACG Locations Translation Partners *Best Shore: Onshore, Nearshore, Offshore HP ACG Confidential Sao Paulo

11. ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice Join the Conversation Becca Taylor, @beccataylor HP Enterprise Social Media Manager 04 August 2011 Fundamentals of a successful business social media strategy

12. “Social media has become a priority so quickly, nearly 70 percent say their companies will be perceived as “out of touch” if they aren’t using it.” IBM Institute for Business Value CRM report

13. 8 The social Internet has changed how people use digital media…

14. 9 …And it’s not just the youngsters anymore

15. “…companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.” Charlene Li of the Altimeter Group and Wetpaint

16. Foundation for a Social Media Strategy Your Mandate: Approach with forethought and clear objectives P PeopleAssess your customers’ social activities O ObjectivesDecide what you want to accomplish S StrategyPlan for relationships with customers T TechnologyDecide which social technologies to use 11 Source: Forrester Research, Inc.

17. From Demographics to Technographics 12 Traditional media was all about demographics (based on where a consumer is or what they do) Social media focuses more on psychographics (based on who a consumer is or what they want) Forrester coined the term Social Technographics (based on how a consumer uses social technology) Source: Forrester Research, Inc.

19. Build relationship with your customers

20. Monitor brand perceptions and true opinions

21. Learn who your customers are

22. Respond to or help customers

24. The key is not just hearing, but listening. 15

25. Before you can fish you need to know where the fish are 16 Brand mentions Audience trends (fans, followers, check-ins) Sentiment Share of Conversation Go simple or robust, just start! Social media listening

26. To truly listen you must act upon what you’ve heard.

27. verb /enˈgāj/ Occupy, attract, or involve (someone's interest or attention) Cause someone to become involved in (a conversation or discussion) Establish a meaningful contact or connection with Engage

28. “Social media is not a campaign that is around for 6 weeks – it is an ongoing activity that pays back over time.” John Battelle CEO, Federated Media

29. Social media is merely another tool in your marketing toolkit 20 Avoid the social media vacuum

30. Your purpose may not match your customer’s Connection with purpose

31. Choosing your channels 22 Choose based on your audience and objectives Pick one network, develop it, then add another Be authentic Be consistent Be willing to learn as you go

33. Increase in TwitterGrade & Klout

34. Accepted & sought after member of community at large23

35. Connect the print-digital-mobile experience QR codes Example: Levenger uses QR code to ensure that customers see the latest news. Example: ScanLife includes a QR code at the end of their research reports. Source: Mobile Barcode Trend Report, ScanLife 2Q11

36. HP’s enterprise events mobile app Find HP sessions, keynotes, and booth Connect to HP and peers Download digital assets Participate in community competitions Deliver social experience through mobile technology 25

37. Join the Conversation Going International Deborah Angell Smith Marketing Communications Consultant HP ACG August 4, 2011 ©2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice

38. 27 Social Media is Everywhere… South Korea 9.4m Russia 6.1m UK 11m USA 43m China 39m Netherlands 3.7m Denmark 0.6m Poland 2.7m Japan 12.4m Germany 8.2m Czech 0.8m CANADA 4.2m Romania 1.4m France 4.2m Hungary 1m Switzerland 0.9m Turkey 3.3m Italy 3.9m Austria 0.6m Spain 4.7m Greece 0.5m Pakistan 1.8m Taiwan 3.9m India 11.7m MEXICO 5.1m Hong Kong 1m Philippines 3m BRAZIL 11.4m Australia 2.6m …but some places more than others! Source: Universal McCann, Wave 3 2008

39. 28 There is NO universal language To reach your global clients, you must communicate with them in their own language Source: Internet World Stats

40. 29 Users in different countries are at different stages in the social media adoption cycle

41. 30 Facebook dominates... …but isn’t the only player! Source: KMF.com

42. A few tips for better international communication

43. Avoid jargon, slang or cultural references 32

44. Be careful with humor, sports analogies and images

45. Allow for text expansion or contraction, depending on the language 140 characters in English ≠ 140 characters in other languages!

46. People everywhere are busy… Keep it SIMPLE! 35

47. Thank you