Title: VP-customer communications, enterprise group

Company: Hewlett-Packard Co.

Years in current job: 5

Scott Anderson, who leads customer communications for Hewlett-Packard Co.'s enterprise group, said he had two digital priorities this past year: “The first was to accelerate the value of HP's social media program in the enterprise, and the second was using analytics to get insight into how to serve our customers better.”

To achieve the first goal, Anderson and his marketing group actively recruited more than 1,000 people within HP—including business leaders, engineers and customer support reps—and trained them to use social media to communicate with their external audiences of customers, business partners and analysts.

His team also developed editorial content on such topics of interest as webinars, customer testimonials and “tweetsheets” to share with HP's internal social community.

“This is not just us controlling the flow of [social media] messages but truly supporting the community on their own terms,” he said.

Analytics plays a big part in HP's use of social media to engage enterprise customers. “Through analytics, we are able to figure out who our biggest influencers are and get the right information to them,” he said.

Anderson's group uses social media listening software and other tools to monitor conversations

occurring in social media; the top bloggers and other influencers in the enterprise IT space; hot topics; languages used; and other relevant information.

“Finally, we measure the whole thing,” he said. “We have specific areas where we want to have influence in the social media environment. So, we set up a dashboard to understand how we can grow our influence.”

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