Biz Blog Profile Series: HP Blog Programs
05/01/2006
Diva Marketing's Biz Blog Profile Series is a behind the scene look at how corporations, non profits, higher education institutions and arts organizations are using blogs to support their marketing goals.
With count em - 19 blogs! - ranging from blogs that support non profit events to live blogging events to very technical subjects to VIPs HP must be one of business blogging's best friends. HP is no stranger to social media communications; its corporate website includes podcasts and RSS feeds. Eric Kintz, Vice President Global Marketing Strategy and Excellence, recently joined HP's growing blog network with a blog focusing on Marketing Excellence. He shares his insights about blogging HP style, as well as, background from HP's viewpoint about consumer generated conversations and the blogosphere.
Biz Blog Profile: HP Blog Programs*
About HP
HP is a technology company that operates in more than 170 countries around the world. We explore how technology and services can help people and companies address their problems and challenges and realize their possibilities, aspirations and dreams. We apply new thinking and ideas to create more simple, valuable and trusted experiences with technology, continuously improving the way our customers live and work.
Why HP Is Blogging
At HP, we spend a lot of time connecting with our customers. The blogosphere allows us to extend that connection between HP and employees and our customers in a highly efficient manner. A genuine dialog between us and our customers no matter where they reside is simply good for business. As technology evolves which allows us to get closer to our customers in new ways, we'll take opportunities to do so.
How Blogs Fit Into HP's Marketing Strategy
Whether via marketing, sales, service or support, business conversations between individuals create understanding, trust and sometimes healthy debate. HP's blog program enables the conversations we are already having with customers in person to be extended globally. More people can join the conversation and that's a good thing. As business ultimately takes place between individuals, our hope is that the dialog we support via our blogging platform supports the right conversations leading to mutually beneficial long-term relationships.
What Are The Benefits Of Multiple Authors Blogging For A Company?
Customers have told us that who they do business with is sometimes as important as what they buy. Providing a platform for the most sought after business leaders and innovators within HP gives our customers better insights into who we are and where we're headed. We've been delighted that HP's bloggers have come from all corners of the company.
The variety of topics includes*:The Sundance Blog, HP Labs, Small Business Marketing Toolbox, HP Tour de Kids 2006, Executive Blogs like Rich Marcello, Senior VP & General Manager, Business Critical Servers or Marketing Excellence by Eric Kintz, VP Global Marketing Strategy & Excellence. This offers the significant benefit of showing the different facets of HP vs. only tech focused blogs.
Our key challenge is to make sure those who want to blog respect the rules of the blogosphere. Blogs must be genuinely authored with no marketing gimmicks and the dialog open. I feel like we are up to the challenge!
Selling-in To Management
Help management understand that the conversation is happening with or without us, and it benefits HP greatly to be participating. I think it is also essential to openly recognize and discuss risks of blogging with management, as well as, how to mitigate those risks. At HP, we have developed a blogging policy and set of guidelines for blogging responsible.
What Are The Challenges That HP Faces In Developing A Blog For A Global Corporation?
I think it forces me to think about issues that are of interest to a global audience and how it being a conversation. I addressed in my blog, for example, issues that we deal with in our marketing strategies in Korea and India and have started conversations around these topics with fellow loggers in China and India.
How Is HP Promoting Its Blogging Programs?
We're not necessarily promoting our blogs. Bloggers post their thoughts and let their circle of customers, colleagues, and partners know they're doing so. Over time, we've seen our readership grow at a healthy rate. Of course, we are participating in the Diva Marketing Biz Blog Profile so we are doing some activities to help bring more visitors to our blog platform!
Lessons Learned
The first lesson is that it's important to participate and join the conversation. In doing so for the past year and a half, we learned a lot about the blogosphere and consumer generated media.
The next major lesson was on dealing with customer comments. We received both negative and unrelated comments. For negative comments, the best strategy is to politely respond stating the facts as the blogger sees them. Instead of engaging in negative debate, try to keep the conversation constructive and moving forward.
My main personal recommendation would be to focus on what you know best and tell a story in an interesting way that people will want to read.
HP's Future Directions
HP's strategy is to continue to expand our programs both by watching what is being said in the blogosphere and responding appropriately and by proactively participating by HP's hosted blogs and other blogs. We will also evaluate further innovation in the blogging space: for example, we also podcast.
Eric Kintz's Take On Blogs
I view blogging as a humbling learning experience. It forces me to put my thoughts in order and put those insights to the test of the world (see example from a recent post following the MPM conference). I view blogging as a unique opportunity to connect and interact directly and openly with key thought leaders and innovators in the marketing arena. The Marketing Excellence Blog by Eric Kintz.
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