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Hewlett-Packard Zealous WileyGrowing HP’s advocate economy
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SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 35New York5-20-2015
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Growing HP’s Advocate Economy
Zealous Wiley, Sr. Digital Marketing Manager, HP Software
@zdwiley
May 20, 2015
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
Empowering employees to drive awareness by supporting the goals
of the brand, through employee-owned social channels.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
The world and buyers have changed
47%86% 57%
Of B2B decision makers trust employees of
potential vendors over CEO/PR department3
B2B IT buyers using social in their
purchase decision process1
Of the buying processis complete before asales rep is called2
1. Source: IDG Connect: Connecting Conversations To Content, 20142. Source: Corporate Executive Board3. Source: 2015 Edelman Trust Barometer
Employee involvement in social media is no longer an option
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
It’s time for social employee advocacy
Expected resultsThe opportunity The solution
• Employee education/enablement • Maintain an authentic voice• Traffic to nurture paths/event reg.• Increase share of voice• Social influenced sales
• Brand affinity/credibility• Increased awareness• Thought leadership• Share of voice • Preference for HP
• Easy of use• Scalable• Genuine conversations• Showcase innovations• Mobile optimized
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Activating advocates on EveryoneSocialPartnered with EveryoneSocial in May of 2014
• Quickly share content with our advocates
• Empower employees to share anytime, anywhere
• Leaderboard for gamification
• Analytics dashboard to track everything
• Ongoing optimization
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6
Rolling out the HP Software Ambassador program
Defined platform/
Approvals
Admin training
3 month check-in (evaluate)
Activate social media mavens
Activate new users
Activate Leadership/new usersAccelerate Adoption
Activate Users
April May End of
MayJune End of
JuneJuly Aug Sept FY15
Key
Design, develop, iterate
1 month check-in (evaluate)
All new users are trained and supported with best practices.
Pilot Phase
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
Curate content employees want to share
Fresh• +70 new pieces of
content /week
Prioritized• Campaigns, product
launches, and event content
Optimized
• Every recommended post/tweet utilizes key terms and hashtags measured in SoV
Provide company and non-company content
70% HP Content
30% 3rd Party Content
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
HP Software Ambassadors accelerate amplification
HP Software branded channels
Results:73 clicks
2 engagements
HP Software Ambassadors
Results:858 clicks
26 engagements
Employees drove 11x clicks than branded channels for the same content
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
Employees can easily find and share contentContent groups and admins
• Application Lifecycle Management• Automation and Cloud• Big Data• Business Service Management• Mobility• Security• Service and Portfolio• HP Software DACH*• Personal
*HP Software DACH is a local language stream
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
HP Software Ambassadors by the numbers…
Connections Clicks/reads
804K 153K46%
31%
4%
6%
11%2%
Sales
Marketing
Product Marketing
Engineering
Services
Exec
700 employee advocates represent a huge marketing potential
Functions of HP Software Ambassadors:
Data range: 1 Jun 2014 – 29 Apr 2015
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
The path to establishing a successful program
1. Goals – Identify the specific goals you want to achieve
2. Recruitment – Recruit employees who want to engage via social
3. Training – Share best practices and help employees put their best digital face forward
4. Engagement – Keep employees engaged with offices hours, newsletters and by showing them how they are making an impact
5. Recognition – Acknowledge and reward your employees
6. Results – Track, measure and merchandize your results
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thanks!
Zealous WileySr. Digital Marketing ManagerHP Software@zdwiley
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 35New York5-20-2015