how a senior manager of digital marketing doubled the size...
TRANSCRIPT
Session Title
BRIAN MACDONALDSenior Manager of Digital MarketingHewlett Packard Enterprise
How a Senior Manager of Digital Marketing Doubled the Size of His Social Media Team at HPE
Brian MacDonaldSenior Manager of Digital MarketingHewlett Packard Enterprise@bcmacdonald64
3
How do we get our team’s results and successes noticed?
4
Storytelling
5
This story went from 10 pages …
6
This story went from 10 pages … to an infographic
7
The HPE CustomerThe Internal Customer
8
5 steps to effective social storytelling
1
Genre
2
Research
3
Write
4
Edit
5
Publish
9
Determine your target audience
1. Who is your audience?
2. What are their business objectives?
3. How social savvy are they?
GenreStep 1
10
Executive scorecard KPIs and targets aligned to priorities
Generated and influenced pipeline
Contribution to closed/won revenue
Pipeline ROI per $ spent
Contribution to pipeline services
Pipeline value of leads passed to or shared with partners
Net new logos from Marketing
Monetize white space
Spend versus budget
People-to-program ratio
% program spend focused on demand
Contact database hygiene
Initiatives
Net new customer references/wins
Digital contribution to pipeline
Digital total owned base; improve downloads
Digital share of voice growth
Conversion rates from digital marketing inquiries to qualified leads
Win Execute Delight Innovate
GenreStep 1
Download at MarketingSherpa.com/
SummitSlides
11
ResearchStep 2
Study the numbers and
determine your insights1. Cast a wide data net.
2. Develop insights.
3. Do your insights align with business objectives?
12
Engagement
Series 1 Series 2
0
10
Category 1 Category 2 Category 3 Category 4
Traffic Metrics
Series 1 Series 2 Series 3
Sales
1st Qtr 2nd Qtr
3rd Qtr 4th Qtr
CMO: Pipeline is key metric
Research with your audience in mind
13
Bring it all together
1. Know the end game before you start.
2. Build a storyboard.
3. Drill down based on your audience.
WriteStep 3
14
The first iteration
15
Ask your editor
1. Ask for specific feedback.
2. Own your story.
3. Rehearse.
EditStep 4
16
Time to go on tour
1. Anticipate your audience’s questions.
2. Engage your audience.
3. The end (but get ideas for the sequel).
PublishStep 5
17
From this …
18
… To this
19
Supplemental Page 1: Top blog posts
Security
42%
ADM
24%
ITOM
21%
SPM
9%
Big Data
4%Highest
viewed
blog post
Hacking POS Terminal for
Fun and Non-Profit
Download HP LoadRunner
and enhance your
experience with the tips
below
HP Helion is here with $1
Billion Investment
Introducing HP Service
Manager 9.20
Data Protection: What’s new in
Data Protector 8.1 –
Highest
viewed
blog posts
1. Hacking POS
Terminal for Fun and
Non-Profit
2. ZDI-14-173/CVE-
2014-0195 -
OpenSSL DTLS
Fragment Out-of-
Bounds Write:
Breaking up is hard to
do
3. Protect your Struts1
applications
1. FAST mobile apps
develop and deliver
faster
2. Async.
Communications: The
WebSocket protocol
made easy in
LoadRunner 12.00
3. LoadRunner licenses
now available on
Pronq.com –
1. HP Helion is here
with $1 Billion
Investment
2. HP Helion Week in
Review: July 5 - July
11
3. HP Helion Series: A
Portfolio Not a
Solution
1. HP Service Manager 9.34
- 5 reasons to take a
closer look
2. Great user experience is
(everything but) magic.
3. What does it take to
create an outstanding
UX?
4. Introducing HP Propel on-
premise: give your users
a shortcut to information,
decisions and actions
1. Analytics for Human
Information: HP IDOL 10.6
just released: a story of
something bigger –
2. Information Governance:
The Trend Continues x2 -
Leadership in eDiscovery
and Archiving Portfolio –
3. Information Governance:
HP Named a Leader in
Structured Data Archiving
and Application
Retirement
Most
engaged
blog post
Protect your Struts1
applications – 37
comments, 0 kudos
Yo and the art of Application
Lifecycle Management – 2
comments, 13 kudos
Three faces of SiteScope
monitors in the Wild West
– 3 comments, 6 kudos
Great user experience is
(everything but) magic. What
does it take to create an
outstanding UX? - 17
comments, 7 kudos
Information Governance: HP
Named a Leader in Structured
Data Archiving and Application
Retirement – 1 comment, 1
kudos
Top blogs
in by page
views
Download at MarketingSherpa.com/
SummitSlides
20
Supplemental Page 2: Community trends
Online Expert Day
NNMi
ALM Robot
Oracle Web App
HTML Doc
Affected service and CI
Hot Topics in the ForumsHot Topics in the Blogs
DP 7.00
Backup
DP 8.12
patch
bundle
feedback
Determined by the most viewed blog posts from each of top five
blogs on the community.
KEY: Security Research Blog; Grounded in the Cloud Blog;
LoadRunner and Performance Center Blog; Security Products
Blog; BSM Blog
Determined by the most viewed forum posts from each pillar.
KEY: Represented in multiple pilars; BSM;
ALM; SPM; Big Data
21
Supplemental Page 3: Takeaways
What worked well?
• Higher activity drives more views and engagement
• Proactively reach out to external communities to drive traffic to blog posts
• Blog on current events and trends that are relatable and timely
Things to think aboutNone of the top blogs are campaign-related. How do we make those posts more interesting and timely to the community?
New and original research performs well across the community. Where are opportunities to create more?
• Webinars
• Forums
• Vivit
Optimizing success and scaling best practices:
22
• Primary: Executives and leadership team
• Secondary: Business unit leadership
• Additional: Content owners and other HPE social media peers
Build a cadence with stakeholders
23
Results
Increase in engagement metrics due to content owners creating better content2x
Increase in amount of engagement with internal stakeholders
3x
Increase in members on the team100%
24
5 steps to effective social storytelling
1
Genre
2
Research
3
Write
4
Edit
5
Publish
Select your genre
(Audience)
Do your research(Metrics)
Write your story
(Insights)
Get feedback
(Edit)
Publish your story(Tour)
@bcmacdonald64
Thank YouBrian MacDonald @bcmacdonald64