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®How Big Brands Use Social Media           Hewlett- Packard                    Mia Dand   Building a Global Social Media C...
BUILDING A SOCIAL MEDIACENTER OF EXCELLENCEMia DandHP EnterpriseTwitter: @MiaD#blogwell
Overview •   Introduction •   What is a COE •   Evolution of Social Media at HP •   Hub & Spoke Model •   Challenges along...
Introduction •   1 billion customers in 170+ countries •   300K+ employees worldwide •   3 Business Groups:     – Enterpri...
What is a CoE? A team of people that promote collaboration and using  best practices around a specific focus area to drive...
Social Media Evolution at HP                                                    Integrate: Add to                         ...
Hub & Spoke Model                                   CoE:                                   - Governance           Hardware...
Challenges •   Skepticism •   Lack of Knowledge •   Organizational silos •   Limited Resources •   Lack of Stakeholder buy...
Learnings Avoid organizational mine fields •   Have a clear mandate and solid expertise Get management support •   Provide...
Current State    Metrics:•   HP Enterprise Social Media Community: 350+•   Increase in blogging & social media activity: 1...
What’s next?•   Optimize and scale social media to ensure consistent    experience for customers•   Customize the social e...
Thank you!Contact: mrinal.dand@hp.com  Tip: Download a QR Code reader on your smart phone Ex: Qrafter
®How Big Brands Use Social Media     Learn more about upcoming         and past BlogWells:      http://socialmedia.org/blo...
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BlogWell New York Social Media Case Study: Hewlett-Packard, presented by Mia Dand

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Hewlett-Packard's Social Media Manager, Mia Dand, shares how HP got management and stakeholder buy-in to build a successful social media Center of Excellence.

Published in: Business, Technology
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Transcript of "BlogWell New York Social Media Case Study: Hewlett-Packard, presented by Mia Dand"

  1. 1. ®How Big Brands Use Social Media Hewlett- Packard Mia Dand Building a Global Social Media Center of Excellence New York | March 29, 2011
  2. 2. BUILDING A SOCIAL MEDIACENTER OF EXCELLENCEMia DandHP EnterpriseTwitter: @MiaD#blogwell
  3. 3. Overview • Introduction • What is a COE • Evolution of Social Media at HP • Hub & Spoke Model • Challenges along the way • Current State • Learnings • What’s Next?
  4. 4. Introduction • 1 billion customers in 170+ countries • 300K+ employees worldwide • 3 Business Groups: – Enterprise Business, Personal Systems Group, Imaging & Printing • Revenue fiscal year 2010: $126 billion • Enterprise Business, appx. $54 billion annual – 40% • Includes storage, servers, software and services Source: http://www8.hp.com/us/en/hp-information/facts.html
  5. 5. What is a CoE? A team of people that promote collaboration and using best practices around a specific focus area to drive business results* *Source: http://agileelements.wordpress.com/2008/10/29/what-is-a-center-of-excellence/
  6. 6. Social Media Evolution at HP Integrate: Add to all Customer Activate: Drive Touch Points Consistency - Consulting - Models & - Innovation Frameworks Engage: Join the - Processes Conversation - Training Listen: Find - Infrastructure Relevant Conversations - Monitoring - Governance
  7. 7. Hub & Spoke Model CoE: - Governance Hardware - Training/Education - Innovation - Best Practices - Infrastructure Social - Analytics/reporting TechSoftware Media Services - Strategy & Planning CoE - Models & Frameworks Business: - Adopt best practices Enterprise - Evangelize social media Services - BU planning & implementation
  8. 8. Challenges • Skepticism • Lack of Knowledge • Organizational silos • Limited Resources • Lack of Stakeholder buy-in
  9. 9. Learnings Avoid organizational mine fields • Have a clear mandate and solid expertise Get management support • Provide data and show results Solicit stakeholder buy-in • Add value, don’t be redundant Build it and they will NOT come • Provide plenty of training & education Make the most out of limited resources • Build self-help tools & portals
  10. 10. Current State Metrics:• HP Enterprise Social Media Community: 350+• Increase in blogging & social media activity: 10X• Increase in referrals from social networking sites: 2X• HP’s Share of Conversation: Consistent increase Q-o-Q• Empowering employees to directly reach and converse with customers: PRICELESS!
  11. 11. What’s next?• Optimize and scale social media to ensure consistent experience for customers• Customize the social experience for different customer segments, geographies, and languages• Test & add new social networking tools & sites
  12. 12. Thank you!Contact: mrinal.dand@hp.com Tip: Download a QR Code reader on your smart phone Ex: Qrafter
  13. 13. ®How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or live@gaspedal.com New York | March 29, 2011
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