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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