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Marketing SolutionsHP Personal SystemsGroup UK Case Study Improving brand perceptions with LinkedIn groups“ With LinkedIn, we can communicate with a network of SMB influencers, and we can develop Challenge creative ways to keep them engaged and provide • Change SMBs’ perception of company SMB advice as a trusted business partner.” • Raise awareness of HP’s services for SMBs • Create community of advocates Sam Wilson, Commercial Marketing Manager, • Increase SMB recommendations of HP products HP Personal Systems Group UK and Ireland Solution • Launch HP Business Answers LinkedIn group Reaching out to SMBs • Talk directly to customers and solicit feedback The laptop and desktop business unit of HP’s operations in • Ignite discussions with guest experts and value-added the United Kingdom – known as HP Personal Systems Group content (HP PSG) – was eager to strengthen relationships with customers from the small and medium-sized business (SMB) • Drive traffic to social media channels market, and raise awareness of HP products for these businesses. To heighten its profile with this audience, HP Why LinkedIn? PSG, in partnership with Microsoft and Intel, had to • Highly engaged, professional audience position itself as a trusted SMB partner that was receptive to their business needs. • Flexible tools for promoting interactivity and discussion • Groups create communities of influencers However, SMBs still perceived HP as an IT hardware vendor • Precise targeting by job title and industry serving large corporations, not as an advisor to smaller • Support from marketing solutions team helps groups businesses. “Our advertising message is ‘HP listens to your grow business,’ but that was not the perception held by SMBs,” explains Sam Wilson, commercial marketing manager for HP PSG in the United Kingdom and Ireland. “We realised Results that we needed to reach out to this community in a way • Group members twice as likely to rate HP as that was more interactive, with opportunity for a two-way excellent at listening to customers conversation.” • Members are 20% more likely to recommend HP HP has a huge repository of valuable information for the SMB • High levels of engagement in discussions with 75% market: HP Business Answers (www.hp.com/uk/businessanswers), of members repeatedly visiting group a website filled with product guides and technology and • Greater traffic across social media assets business advice.