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Mia DandHewlett- Packard
Building a Global Social Media Center of Excellence
®
How Big Brands Use Social Media
New York | March 29, 2011
BUILDING A SOCIAL MEDIA CENTER OF EXCELLENCE
Mia Dand
HP Enterprise
Twitter: @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
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
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
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
Learn more about upcomingand past BlogWells:
http://socialmedia.org/blogwellor
®
How Big Brands Use Social Media
New York | March 29, 2011
