Hewlett-Packard: Growing HP’s advocate economy — Live from Member Meeting 35

Coverage of this session by Kristen Platt of SocialMedia.org. Connect with her on LinkedIn here.

3:50 — SocialMedia.org's Kurt Vanderah introduces Hewlett-Packard's Digital Marketing Manager, Zealous Wiley.

3:51 — Zealous: Today we're going to talk about employee advocacy. Our enterprise software group is the only dept at HP leveraging employee advocacy right now. We're leading the way for the company. We really want to give our employees a voice because they are the experts.

3:53 — We define our program as: Empowering employees to drive awareness by supporting the goals of the brand, through employee-owned social channels.

3:54 — Zealous: The world and buyers have changed: Employee involvement in social media is no longer an option. You can't just have your branded accounts working for you — it's important to get your employees involved.

Here are some stats:

  • 86% B2B IT buyers using social in their purchase decision process.
  • 57% Of the buying process is complete before a sales rep is called.
  • 47% Of B2B decision makers trust employees of potential vendors over CEO/PR department.

3:55 — Zealous: It's time for social employee advocacy.

  1. The opportunity: Brand affinity/credibility, Increased awareness, thought leadership, share of voice, preference for HP.
  2. The solution: Easy of use, scalable, genuine conversations, showcase innovations, mobile optimized.
  3. Expected results: Employee education/enablement, maintain an authentic voice, traffic to nurture paths/event registration, increase share of voice, social influenced sales.

3:57 — Zealous: Activating advocates on EveryoneSocial: We 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

3:58 — Zealous shares a very simple version of their rollout schedule for their ambassador program. All new users are trainned and supported with best practices. We started with admins because they are the lifeline. Then we activated the social media mavens before activating new users so that they would have a model to follow.

3:59 — Zealous: Once we had a solid base, we onboarded our leadership team. This helped spark involvement in the rest of the company because they saw their leaders taking part in the program.

4:00 — Zealous says all of their new users are trained, have updated social profiles, and are educated in disclosure rules.

4:02 — Content is still king. WIthout content, we wouldn't have a program to promote. We curate content employees want to share: Provide company and non-company content (70% HP Content, 30% 3rd Party Content).

  • 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

4:04 — Zealous shares an example of of HP Software ambassadors accelerate amplification. HP Software branded channels showed 73 clicks, 2 engagements; while HP Software Ambassadors showed 858 clicks, 26 engagements.

4:06 — Employees can easily find and share content. We create content groups and admins. The platform they created allows for:

  • Application Lifecycle Management
  • Automation and Cloud
  • Big Data
  • Business Service Management
  • Mobility
  • Security
  • Service and Portfolio
  • HP Software DACH*
  • Personal

4:08 — We have 700 employee advocates that represent a HUGE marketing potential. There are 804K connections and 153K clicks and reads on our own properties (from June 2014 to present).

4:10 — Zealous summarizes 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.


Q: How do you measure your conversations from your employees?

A: We look at meaningful conversations.

Q: How do you train employees with the FTC rules

A: All the trainings have HP guides to social media. We also ensure they have proper disclosures on all of their social profiles.

Q: Why did you choose EveryoneSocial?

A: We talked to a bunch of vendors, but we loved the cultural fit with our group. They were open to our enhancements and BtoB focused.

Q: How did you identify the social mavens at HP?

A: They were our bloggers and tweeters before the program started.

Q: Was there an approval process for employee content?

A: All the content our advocates brought in were from Mashable, TechCrunch, etc., so they were already sharing those articles. All we did was help consolidate it all so that all employees could share that content.

Q: Have you ever had to dis-invite someone from the program?

A: We did have to remove some individuals due to lack of activity on the platform. We gave them a few opportunities to get involved, but ultimately they were removed.

Q: How do you measure and track reporting?

A: Reporting for this program comes from EveryoneSocial. Our other reporting is done internally.

Q: Gamification. How are you using that to incentvize?

A: We use a leaderboard that we send twice a week to promote friendly competition. That way everyone can see what everyone else is doing.

Q: Do you have plans to tie this in to your CRM as a BtoB?

A: We have not yet, but we are thinking about it. We just haven't figured it out yet.

Q: If you're sharing 70 pieces of content a week, how do the admins curate that content?

A: Our admins are topic experts, and a lot of it is curated through RSS as well as internally.

Q: Do you have individuals who are teed up to be recruiters on your behalf?

A: We do. We have started to empower our topic admins to recruit within their department to help us scale.

Q: How much of all of this training exist before this program rolled out?

A: We took the pre-existing training and structured it towards this program. The platform is actually pretty easy to use, and we spend a lot of time training in person.