BlogWell New York Social Media Case Study: Hewlett-Packard, presented by Mia Dand
®How Big Brands Use Social Media Hewlett- Packard Mia Dand Building a Global Social Media Center of Excellence New York | March 29, 2011
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 the way • Current State • Learnings • What’s Next?
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
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/
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
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
Challenges • Skepticism • Lack of Knowledge • Organizational silos • Limited Resources • Lack of Stakeholder buy-in
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
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!
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
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®How Big Brands Use Social Media Learn more about upcoming and past BlogWells: http://socialmedia.org/blogwell or firstname.lastname@example.org New York | March 29, 2011