HPE
In November 2015, HP split into two companies and as a part of the HPE-Edelman team, I was brought on for content creation and community management. I quickly became a part of the core team and spent two years working on editorial strategy, content creation, HPE partnerships, global client relationships, various launches, events, and more. We transformed the HPE brand into a recognizable IT name, a leader and a constant innovator in both tech and social marketing.
content Strategy & creation
Because of the nature of the client & social presence, we had a biweekly content calendar which ranged from 25-65 pieces of content for various social channels. Bringing in our knowledge of social media trends, I worked with HPE clients and partners to establish priorities and determine what topics to create content for, and then assigned content to the team, myself included. I created over 300+ pieces of content during my HPE tenure, from tweets to LinkedIn posts to stop motion videos. After creation, I presented my work to the clients and we worked through pieces live. I also worked closely with paid teams across agencies and clients to ensure pages were getting money via social. Over my 2 years, I brought about changes that transformed our content and editorial strategy by bringing all social into Sprinklr and teaching both US and global clients how to effectively use the tool to get the best content.
After launching a brand Instagram account, I pitched an Instagram Strategy with our Assistant Creative Director and won the project. I stayed on the project and led the new strategy implementation, the biggest hurdle being the visual aesthetic. The same day Instagram Story was launched, I put together a presentation to launch our Instagram Story. The clients immediately saw the benefits and we became one of the first brands on Instagram Stories. We continued to use Instagram Stories and evolve with it, using it for event coverage, product launches, employee takeovers, and more.
Partnerships lead
Given the size and innovative approach of HPE, there are a lot of intricate partnerships with brands and media companies. I was brought on to lead the partnerships from Edelman's side, ensuring that we were brought into any content conversations, and were aware of all contracts and production dates. Additionally, I was responsible for pushing partnerships forward and bring even more and better content to the table for all partners. I regularly worked with Great Big Story, Vox Media & Recode, The Atlantic, Dreamworks (and specific movie campaigns), DS Virgin Racing (dual partnership with Great Big Story, found here), Bloomberg, NY Times, and more.
EVENTS
In January 2017, I was brought onto the team that worked on the distribution and press and event planning for an independent documentary release. I presented 5 of my ideas to the clients and they bought 2. We premiered the film at SXSW 2016 with Vox Media, CNBC, Gina Rodriguez, and the stars of the film. I worked with HPE Brand Head and planned and executed an Instagram Story of the weekend/event, as well as worked with Vox & CNBC to produce Facebook Live segments. The launch was a success and the film met all client expectations.
Twice a year, HPE hosts their big industry event called Discover. A senior account lead and I worked fervently to prep for the events, planning social content, client interactions and client schedules. This planning was crucial as the event brings HPE employees from across the world and we strategized to capture the highlights and ensure that the on-the-ground team sees and experiences everything. I was also in charge of live tweeting and live retweeting during the general sessions. I was the remote team lead, on call for any questions that arose or any crisis.
LinkedIn Knowledge Manager & Global Client Lead
After 3 months on the account, I became the LinkedIn Knowledge Manager for both HPE and the Edelman DC office. I worked closely with LinkedIn directly to ensure HPE was at the forefront of innovation. I was the go-to person for insights, questions, troubleshooting, best practices, and more. I had weekly calls with both EMEA and APJ leads to ensure everyone was aligned.
I was also able to translate my love of the world and my international background to become the EMEA and APJ lead. I was the main go-to person for any queries for the main Brand/Marketing team. With weekly calls for both regions, I assisted with global strategies, regional strategies, brand alignment, and overall social presence.
HUMAN ELEMENT CAMPAIGN
After going through analytics on HPE’s social accounts, I created the Human Element campaign based on an HPE internal intern’s findings and an effort to put real faces behind the brand. After about four months of strategizing, planning and creating campaign guidelines, Human Element was born. It is a continuous social media campaign where HPE’s Instagram page highlights specific employees, talking about what they do, any side hustles and whatever else they want to talk about. After its successful launch, I added in an additional layer to the campaign, where the employees would take over the HPE Instagram for the day when their post day, to walk the audience through their day, their office, and wherever they were in the globe. Below are a few example links:
Sean’s Human Element (video edited by me): https://www.instagram.com/p/BUzYcN8l9Hk/?taken-by=hpe
Kate’s Human Element (partnership HE post): https://www.instagram.com/p/BUZqAXWldQs/?taken-by=hpe
Vasya’s Human Element: https://www.instagram.com/p/BZvksbWFQ6F/?taken-by=hpe
Jennifer’s Human Element: https://www.instagram.com/p/BTonQu8lYYL/?taken-by=hpe
More found via the following hashtags: #HumanElement, #LifeInsidetheElement, #WeAreHPE