HP Bends the Rules

Hewlett-Packard (HP) is a transnational household name and a hardware and software supplier for some of the worlds largest businesses. The business has recently separated into two companies, Hewlett Packard Enterprise and HP Inc., but has maintained a singular social media presence for both. HP has recognized integration of social media as an essential business strategy, and created a presence on multiple platforms. They have created tremendously successful social media campaigns, and excel in social customer care.

HP has garnered a social media presence of over 6 million followers from Facebook, Twitter, Instagram, Google+, and the recently shutdown platform, Vine. The brand engages in crossover content with hashtags and campaigns.

The company had major success in their #Bendtherules campaign to promote HP Pavilion x360. It crossed over between all four of these social media platforms. Vine Stars created clips pertaining to the product with the hashtag #bendtherules and shared the videos on multiple platforms.

The top 15 social media stars were invited to create a music video for Meghan Trainor’s single “Lips Are Movin.’” Before the music video launched, the campaign had over 25 million engagements across platforms. The social media influencers and Meghan Trainer shared video footage of HP products being used throughout the video making process. The first post was made by Vine social star, Robby Ayala, and received 232.4 thousand likes and 115.1 thousand revines. Two days after the video launched it had reached 2 million views.

An area HP has focused and excelled in is social customer care. In the computer software industry customers will often take to social media to complain and gain insight on technical problems. Every second, four HP users turn to social media for help. 72% of customers expect a response within an hour, and if they receive this response they are likely to advocate for the brand. According to social influence theory (SIT), people show stronger reactions when others are present, thus responses online are generally filled with enhanced emotion.

HP has invested in integrating the CRM system Social Studio by Salesforce. The system helps the troubleshooting process. Before responding to a customer, HP is able to view a customer profile that provides history, warranties, other purchases with HP, and previous complaints. In Europe, HP has been able to respond to 40% more customers per day since implementing the new software. HP has set prime examples of successful UGC campaigning and customer care that can be looked towards by others for inspiration.


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