Case Study about HP Personal Systems Group UK on LinkedIn: Improving brand perceptions with groups
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HP Personal Systems Group UK Case Study
1. Marketing Solutions
HP Personal Systems
Group UK Case Study
Improving brand perceptions
with LinkedIn groups
“ With LinkedIn, we can communicate with a
network of SMB influencers, and we can develop Challenge
creative ways to keep them engaged and provide • Change SMBs’ perception of company
SMB advice as a trusted business partner.” • Raise awareness of HP’s services for SMBs
• Create community of advocates
Sam Wilson, Commercial Marketing Manager,
• Increase SMB recommendations of HP products
HP Personal Systems Group UK and Ireland
Solution
• Launch HP Business Answers LinkedIn group
Reaching out to SMBs
• Talk directly to customers and solicit feedback
The laptop and desktop business unit of HP’s operations in
• Ignite discussions with guest experts and value-added
the United Kingdom – known as HP Personal Systems Group
content
(HP PSG) – was eager to strengthen relationships with
customers from the small and medium-sized business (SMB) • Drive traffic to social media channels
market, and raise awareness of HP products for these
businesses. To heighten its profile with this audience, HP Why LinkedIn?
PSG, in partnership with Microsoft and Intel, had to
• Highly engaged, professional audience
position itself as a trusted SMB partner that was receptive
to their business needs. • Flexible tools for promoting interactivity and discussion
• Groups create communities of influencers
However, SMBs still perceived HP as an IT hardware vendor • Precise targeting by job title and industry
serving large corporations, not as an advisor to smaller
• Support from marketing solutions team helps groups
businesses. “Our advertising message is ‘HP listens to your
grow
business,’ but that was not the perception held by SMBs,”
explains Sam Wilson, commercial marketing manager for
HP PSG in the United Kingdom and Ireland. “We realised Results
that we needed to reach out to this community in a way • Group members twice as likely to rate HP as
that was more interactive, with opportunity for a two-way excellent at listening to customers
conversation.”
• Members are 20% more likely to recommend HP
HP has a huge repository of valuable information for the SMB • High levels of engagement in discussions with 75%
market: HP Business Answers (www.hp.com/uk/businessanswers), of members repeatedly visiting group
a website filled with product guides and technology and • Greater traffic across social media assets
business advice.