Hewlett Packard Enterprise Creates Impact through Employee Social Media Advocacy. Mark Gyles, a Digital Marketing Manager at Hewlett Packard Enterprise (HPE), is the featured guest on episode 137 of the Social Business Engine podcast. In this episode, Mark reveals Hewlett Packard Enterprise’s approach to its employee advocate economy including the “why” and the “how.” Tune in for a crash course in employee social media advocacy. The modern landscape of today’s social media platforms increases the need for more than branded social networks, and there are now several employee advocacy programs in place at Hewlett Packard Enterprise. The employee social media advocacy program that Mark manages stems from the need for authentic human-to-human interaction. Once those elements were in place HPE initiated a pilot phase that lasted a couple of months. In addition to the program Community Managers curating branded and industry content into the platform, advocates can share their own sourced content too. The 30% of HPE-branded content shared on the platform supports their marketing campaigns. This includes product launches and thought leadership programs. Impact of Employee Social Media Advocacy Program An average of 700 pieces of content per day are shared by HPE’s employee advocates and in some instances content shared by advocates receives up to 8x more engagement than shares from branded accounts.
Mark Gyles, a Digital Marketing Manager at Hewlett Packard
Enterprise (HPE), is the featured guest on episode 137 of the
Social Business Engine podcast. Hewlett Packard Enterprise is a
global organization that offers a portfolio of technology spanning
the cloud to the data center to workplace applications. Hewlett
Packard Enterprise’s technology and services help customers around
the world make IT more efficient, more productive and more
secure.
As a Digital Marketing Manager, Mark’s focus is on social media
marketing and employee social media advocacy. In this episode, Mark
reveals Hewlett Packard Enterprise’s approach to its employee
advocate economy including the “why” and the “how.” Tune in for a
crash course in employee social media advocacy.
Why?
Statistics showing the IT buyer behavior is changing spurred the
decision to launch an employee social media advocacy program at
Hewlett Packard Enterprise. An important fact Mark points out is
how 47% of B2B decision makers are now trusting employees over a
brand’s marketing department. Another factor was how many of
Hewlett Packard Enterprise’s employees are influential subject
matter experts with the ability to authentically reach audiences
that are new to the brand. The modern landscape of today’s social
media platforms increases the need for more than branded social
networks, and there are now several employee advocacy programs in
place at Hewlett Packard Enterprise.
How?
The employee social media advocacy program that Mark manages
stems from the need for authentic human-to-human interaction. The
program started with recruiting internal teams, reviewing the
content strategy, the strategy for the program itself, and
obtaining a technology platform to deliver the content to
employees. Once those elements were in place HPE initiated a pilot
phase that lasted a couple of months. HPE recruited advocates who
were already social media savvy and active in their blogging
community to be community managers and administrators. In the
podcast, Mark…
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