In his SocialMedia.org Member Meeting case study presentation, Hewlett-Packard’s Digital Marketing Manager, Zealous Wiley, talks about how their enterprise software group is leveraging employee advocacy at HP. Zealous explains how they're empowering and activating employees to increase awareness, gain share of voice, and generate preference for its enterprise software products and services.

1. Hewlett-Packard
Zealous Wiley
Growing HP’s advocate economy
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CASE STUDIES
Member Meeting 35
New York
5-20-2015

2. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
GrowingHP’sAdvocate
Economy
Zealous Wiley, Sr. Digital Marketing Manager, HP Software
@zdwiley
May 20, 2015

3. © 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.

4. © 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 process
is complete before a
sales rep is called2
1. Source: IDG Connect: Connecting Conversations To Content, 2014
2. Source: Corporate Executive Board
3. Source: 2015 Edelman Trust Barometer
Employee involvement in social media is no longer an option

5. © 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

6. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
Activating advocates on EveryoneSocial
Partnered 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

7. © 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 users
Accelerate
Adoption
Activate
Users
April May
End of
May
June End of
June
July Aug Sept FY15
Key
Design, develop, iterate
1 month
check-in
(evaluate)
All new users are trained and
supported with best practices.
Pilot Phase

8. © 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

9. © 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

10. © 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 content
Content 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

11. © 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

12. © 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

13. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thanks!
ZealousWiley
Sr.DigitalMarketingManager
HPSoftware
@zdwiley

14. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015