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How To Build a Global Social Media Center of Excellence


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Learnings from building a Global Social Media Center of Excellence at HP

Published in: Social Media
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How To Build a Global Social Media Center of Excellence

  1. 1. BUILDING A SOCIAL MEDIA CENTER OF EXCELLENCE Mia Dand HP Enterprise Twitter: @MiaD #blogwell
  2. 2. 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?
  3. 3. 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:
  4. 4. 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:
  5. 5. Social Media Evolution at HP Listen: Find Relevant Conversations - Monitoring - Governance Engage: Join the Conversation - Training - Infrastructure Integrate: Add to all Customer Touch Points - Consulting - Innovation Activate: Drive Consistency - Models & Frameworks - Processes
  6. 6. Hub & Spoke Model Social Media CoE Hardware Tech Services Enterprise Services Software CoE: - Governance - Training/Education - Innovation - Best Practices - Infrastructure - Analytics/reporting - Strategy & Planning - Models & Frameworks Business: - Adopt best practices - Evangelize social media - BU planning & implementation
  7. 7. Challenges • Skepticism • Lack of Knowledge • Organizational silos • Limited Resources • Lack of Stakeholder buy-in
  8. 8. 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
  9. 9. 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!
  10. 10. 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
  11. 11. Thank you! Contact: Twitter: @MiaD Tip: Download a QR Code reader on your smart phone Ex: Qrafter