February 1, 2010

Building a presence from scratch on the Social Web

How a social media campaign helped HP Israel’s PSG Group gain momentum

Ayelet NoffWhen Blonde 2.0 began to assist HP Israel’s Personal Systems Group with their social media marketing efforts, we found they had no representation in the social media world. A community had not yet been built for the group and their customer base did not have a proper network to turn to for questions and answers.

Let me tell you what we did. Over the course of a few months’ time, Blonde 2.0 and HP quickly exposed HP Israel’s PSG group to the social media world and began engaging with customers and potential customers to increase the group’s brand awareness in the community.

When you build a community from scratch, the target audience you primarily want to attract are community leaders, early adapters and other movers & shakers in your industry in order to gain some momentum. Blonde 2.0 launched HP Israel’s Facebook Fan Page in September and started from a zero fan base. Since close to a third of Israel’s population has a Facebook profile – 2.5 million Israelis and the demographic groups we wanted to target were found on Facebook — this social network was a great place to start building a community around HP. Continue reading