Harvard Case - Science of Social Influence - HP Brandclout
"Science of Social Influence - HP Brandclout" Harvard business case study is written by Srujana H M, Sudeep Chatterjee, Kratika Shakya, Dinesh Kumar Unnikrishnan. It deals with the challenges in the field of General Management. The case study is 15 page(s) long and it was first published on : May 1, 2015
At Fern Fort University, we recommend HP implement a multi-pronged strategy to leverage the power of social influence and build a stronger Brandclout. This strategy will focus on cultivating authentic relationships with key influencers, empowering employees to become brand ambassadors, and utilizing data-driven analytics to measure and optimize campaign effectiveness.
2. Background
This case study focuses on HP's struggle to establish a strong brand presence among millennials and Gen Z. Despite being a leading technology company, HP faces challenges in connecting with younger generations who are increasingly influenced by social media and online communities. The case highlights the importance of social influence in today's digital landscape and the need for companies to adapt their marketing strategies to engage with these influential audiences.
The main protagonists of the case are:
- HP: A global technology company seeking to strengthen its brand image and connect with younger generations.
- Brandclout: A social media platform that allows users to track and measure the influence of individuals and brands.
- Millennials and Gen Z: The target audience for HP's brand building efforts, characterized by their heavy reliance on social media and online communities.
3. Analysis of the Case Study
This case can be analyzed using a framework that combines marketing strategy, digital transformation, and organizational behavior elements.
Marketing Strategy:
- Target Audience: HP needs to understand the specific needs and preferences of millennials and Gen Z, including their social media habits, online behavior, and values.
- Brand Positioning: HP needs to clearly define its brand identity and communicate its unique value proposition to the target audience.
- Social Media Marketing: HP needs to develop a comprehensive social media strategy that leverages different platforms, engaging content formats, and influencer marketing.
Digital Transformation:
- Data Analytics: HP needs to utilize data analytics to track the effectiveness of its social media campaigns, identify key influencers, and understand audience engagement.
- Content Marketing: HP needs to create valuable and engaging content that resonates with the target audience and builds brand awareness.
- Social Listening: HP needs to actively monitor social media conversations about its brand and respond to customer inquiries and feedback.
Organizational Behavior:
- Employee Engagement: HP needs to empower its employees to become brand ambassadors and share their positive experiences with HP products and services.
- Culture of Innovation: HP needs to foster a culture of innovation that encourages employees to generate creative ideas and contribute to the company's social media strategy.
- Leadership Support: HP's leadership team needs to provide clear direction and support for the company's social media initiatives.
4. Recommendations
HP should implement the following recommendations to strengthen its Brandclout and connect with younger generations:
1. Cultivate Authentic Relationships with Key Influencers:
- Identify Influencers: Utilize data analytics and social listening tools to identify key influencers in the technology, lifestyle, and entertainment sectors relevant to HP's target audience.
- Build Relationships: Engage with influencers through authentic interactions, collaborations, and product reviews.
- Develop Influencer Marketing Campaigns: Partner with influencers to create engaging content that promotes HP products and services to their followers.
2. Empower Employees to Become Brand Ambassadors:
- Create a Culture of Advocacy: Foster a company culture that encourages employees to share their positive experiences with HP products and services on social media.
- Provide Training and Resources: Equip employees with the necessary tools and training to effectively engage with social media and promote HP's brand.
- Recognize and Reward Employee Advocacy: Implement a system to recognize and reward employees who actively participate in brand advocacy efforts.
3. Utilize Data-Driven Analytics to Measure and Optimize Campaign Effectiveness:
- Track Key Performance Indicators (KPIs): Monitor key metrics such as engagement rates, reach, website traffic, and sales conversions to measure the effectiveness of social media campaigns.
- Analyze Data Insights: Utilize data analytics tools to identify trends, patterns, and insights that can inform future marketing strategies.
- Optimize Campaigns Based on Data: Continuously adjust and optimize social media campaigns based on data-driven insights to improve performance and maximize ROI.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with HP's core competencies in technology and innovation, while also supporting its mission to deliver exceptional customer experiences.
- External Customers and Internal Clients: The recommendations address the needs of HP's target audience, millennials and Gen Z, while also empowering employees to become brand advocates.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate HP from its competitors by leveraging social influence and building authentic relationships with key influencers.
- Attractiveness: The recommendations are expected to generate positive returns on investment through increased brand awareness, customer engagement, and sales conversions.
- Assumptions: The recommendations assume that HP has the necessary resources, including technology, talent, and budget, to implement these initiatives effectively.
6. Conclusion
By implementing these recommendations, HP can leverage the power of social influence to build a stronger Brandclout and connect with younger generations. This strategy will enable HP to establish a more authentic and engaging brand presence in the digital landscape, ultimately driving business growth and success.
7. Discussion
Other Alternatives:
- Traditional Advertising: While traditional advertising channels still hold some value, they may not be as effective in reaching millennials and Gen Z who are increasingly reliant on social media.
- Paid Social Media Advertising: While paid advertising can be effective, it can be expensive and may not be as impactful as organic social media engagement.
Risks and Key Assumptions:
- Risk of Negative Influencer Feedback: There is a risk that influencers may provide negative feedback about HP products or services, which could damage the brand's reputation.
- Risk of Employee Misconduct: There is a risk that employees may engage in inappropriate or unethical behavior on social media, which could reflect poorly on HP.
- Assumption of Data Accuracy: The recommendations assume that the data used to identify influencers and measure campaign effectiveness is accurate and reliable.
8. Next Steps
- Develop a Detailed Implementation Plan: Create a detailed plan outlining the specific steps, timelines, and resources required to implement the recommendations.
- Establish a Social Media Governance Framework: Develop clear guidelines and policies for employee social media engagement to mitigate risks and ensure brand consistency.
- Monitor and Evaluate Progress: Regularly track and evaluate the progress of the initiatives, making adjustments as needed to optimize performance and achieve desired outcomes.
By taking these steps, HP can effectively leverage the power of social influence to strengthen its brand image, connect with younger generations, and drive business growth.
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Case Description
Hewlett-Packard (HP) has been a 75-year-old technology leader with operations across 170 countries and an employee strength of over 3,20,000 employees. In 2013, HP launched Actionable Analytics Services (HAVEn) a Big Data analytics platform, leveraging the capabilities of Hadoop, Autonomy, Vertica, Enterprise Security, and n applications. HP enterprise wanted to mobilize the prospective and existing customer base to embrace the HAVEn offering. Historically, large organizations had a fair coverage and influence on the entire sales cycle with them driving need identification all the way through to influencing the purchase decision and purchase. However, recent studies started showing that this was changing, and nearly 70% of the purchase decision was made before engaging a sales representative independent of the offering. The HAVEn team was aware of this shift in trend, and for an enterprise class product, with high initial investment needs and relatively new outlook to how businesses could extract value; the need to influence sales cycle right from stage-one to drive adoption was an important task. Pramod Singh, Director of HP digital analytics and Ayush Jain, manager of HP social media analytics were approached by the HAVEn team to help them identify the most relevant influencers in the Big Data space and help device a strategy of engagement with the same. Topic relevant influencer identification was tough considering the volume, velocity, and complexity of social media content. Quantifying the influence of the brands, thereby enabling comparison and competitive benchmarking was even more difficult. The problem of firstly defining influence, and then identifying influencers relevant to a topic of interest, in real time, using a data source that was high volume, high velocity with little or no structure, was a challenge that enticed Pramod and Ayush to group their best talent pool together.
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