Case Study: Hewlett Packard

When international IT corporation Hewlett Packard wanted to engage SMBs they came up with the following objectives:

• become a ‘trusted partner’ to SMBs.
• aid SMBs’ business growth with quality business advice and products.
• get to the heart of the SMB conversation.

To achieve these goals they created an integrated social media/ influencer engagement programme designed to establish an online presence which was approachable for SMBs, where they could receive information, advice and product solutions.

Twitter feed: In July 2010 they developed the @HPBizAnswers Twitter feed which was
designed to generate traffic to the newly formed HP Business Answers blog and complement discussion on the blog articles. Twitter was then used to extend the conversation into the Twittersphere to promote HP’s quality SMB advice to its existing customer base whilst also generating new interest from potential customers.

There are now 806 followers to the Twitter Feed and 5,000 members in the LinkedIn group.

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