SMCA: HP BrandClout

Case Assignment
-GROUP 14
Ritesh Rai BA027-21
Vyom Agarwal BA037-21
Sakshi Garg M078-21
Gaiakwad Saurabh Ramanbhai M141-21
Gazal Singla M143-21
Kumar Saiyam M251-21
Overview
HP Business Line Technology Platforms & Solutions
One of the leading technology
companies with revenue more
than USD $112 billion(2014)
HP Services BrandClout

• A big data platform • A social media solution

helping to create • Identifies the top
analytics influencers in Big
applications & Data Technology
solutions • Determines Brand
• Gets the valuable Score
Global Analytics ( GLA ) business insights
• Competitors
Started in 2005 as a global from structure,
initiative to support the unstructured & Peer index,
business functions by dark data in Klout, Kred,
delivering power of Analytics efficient manner Twinfluence
1. In the current business scenario, how important is the role of social
media influencers as a marketing channel?

● Businesses no longer have the same level of power over customer decisions across the whole sales
cycle as they formerly did. These days, marketing influencers are found on social media, and they are
essential to the state of company today.
● Those who use social media "spend more than 20% of their time on social media. Nowadays, peers
with broad influence—rather than corporations—influence consumers' purchasing decisions.
● Businesses that use social sentiment analysis may access "The wisdom of the crowd" and hear what
influencers are genuinely saying, both positively and negatively (Social Media). Organizations may see
their issues with customers' "purchasing decisions and brand impression" by listening to the
"uncontrollable liberal opinion of everyone on the Web."
2. How can we identify the domain-specific influencers for the Big Data
problem?

● Social network analysis is a tool used to map a social network and assess the significance of individual
nodes as well as the overall linkages existing within the network. It is used to identify influencers.
● Analyzing influencers "allows one to evaluate their impact on the social media space," By "using
keyword mapping and machine learning algorithms," sentiment analysis—which is akin to "a million
person focus group"—plays a crucial part in the identification of influencers.
● Understanding who is talking on social media and what is being said there is just as important for
identifying influencers as just listening to what is being said.
● User engagement is the most important component of social media, and the most influential users are
those who participate the most. Retweeting, publishing valuable material, and being active on the
network are all examples of involvement.
3. How does Brandclout compare with other solutions in the
market?

● Peer Index, Klout, Kred, and Twinfluence were other potential solutions
● Peer Index and Twinfluence offerings did not allow configuration of a timeframe
● Klout and Kred did not identify Big Data domain-specific influencers (making them not relevant).

This gave the HP Social Media team great motivation to roll out their in-house BrandClout solution options
that would meet the demands of all-brand marketers in general and the business requirements of HP
Enterprise in particular.
4. How can Brandclout be used in consumer space from a HP
perspective(agency dilemma)?

The BrandClout solution was deployed for the HP Enterprise Group to identify the top influencers in the Big
Data technology space.

HP’s engagement model based on the BrandClout solution had helped HP to improve its brand score and SOI
in the social media space.

If wanting to use it more in the consumer space BrandClout would have to concentrate on the variables
related to the kind of value that the specific channel creates in order to determine the metrics of each social
media application. Other than this Social networks, microblogging, lifestreaming, livecasting, virtual worlds,
social gaming, and massively multiplayer online gaming are all examples of sharing and conversation.
Applications integrated into these channel types will enable BrandClout to get more beneficial client data.
 5. How can HP justify investment ROI

● HP can justify the ROI by demonstrating the tangible benefits it can provide to their business. These benefits
could come in the form of increased brand visibility and reach, increased customer engagement and loyalty,
increased website traffic and conversions, increased sales and revenue, and improved customer service and
support.
● HP can also show how investing will give them a competitive edge over other businesses in their industry.
Additionally, HP can show how investing will help them create long-term sustainability, as it will allow them to be
prepared for any changes or trends in the industry.
● HP can justify investment ROI by demonstrating the value of the product or service, showing how it will increase
revenue or reduce costs, and providing data points to back up their claims.
● HP can also demonstrate ROI by providing customer case studies, examples of successful implementations, a
clear roadmap of how they plan to achieve the ROI goals, and a timeline for when the ROI will be achieved.
Additionally, HP can provide a detailed cost-benefit analysis to help illustrate the potential return on investment.
6. Apart from Twitter and blogs, what other social media channels
should be included in the BrandClout score?

● Users of social media should benefit from them. Different social media platforms produce various
kinds of value. The value captured increases with the number of channels BrandClout includes in its
assessment.
● Relational, cognitive, resource, and societal values are all possible. publishing is one example of a
channel type.
● Social networks, microblogging, lifestreaming, livecasting, virtual worlds, social gaming, and massively
multiplayer online gaming are all examples of sharing and conversation. Applications integrated into
these channel types will enable BrandClout to get more beneficial client data.

How would their metrics be defined?

BrandClout would have to concentrate on the variables related to the kind of value that the specific channel
creates in order to determine the metrics of each social media application.
7. Perform qualitative cost benefit analysis of brandclout
Brandclout is a software service that provides businesses with a comprehensive suite of tools to help them manage their online
presence, track their brand reputation, and measure their return on investment (ROI). The qualitative cost benefit analysis of
Brandclout will focus mainly on the cost-benefit of using the software compared to the traditional methods of managing online
presence and tracking brand reputation.

Benefits of Brandclout

1. Automated Brand Monitoring: Brandclout allows businesses to easily and quickly monitor their brand reputation and visibility in a
variety of online channels. The software’s automated monitoring system helps businesses to identify potential issues and address them
before they become major problems.

2. Comprehensive Analytics: Brandclout provides businesses with in-depth analytics, which can help them to better understand their
customers, track their ROI, and optimize their marketing campaigns.

3. Improved Efficiency: The software offers a range of features that help businesses to streamline their operations and improve their
efficiency. This includes easy-to-use dashboards, automated reports, and detailed analytics.

4. Cost-Effectiveness: Brandclout is a cost-effective alternative to traditional methods of managing online presence and tracking brand
reputation. It offers businesses a comprehensive suite of features at a reasonable cost.
7. Perform qualitative cost benefit analysis of brandclout

Costs of Brandclout

1. Subscription Fees: Brandclout is a subscription-based software service, and businesses need to pay monthly or
annual fees to access the platform.

2. Setup Fees: There may be additional setup fees associated with the software, depending on the business’s specific
needs.

3. Training Costs: Businesses may need to invest in training to ensure that their staff are able to take full advantage of
the software’s features.

Overall, the cost-benefit of using Brandclout is positive. The software offers businesses a comprehensive suite of
features that can help them to manage their online presence, track their brand reputation, and measure their ROI.
The cost associated with the software is relatively low compared to the potential benefits it can offer.
8. What is difference between share of conversation versus share of
influence; awareness vs share of influence?

● Share of Conversation is the amount of online conversation about a brand or topic in comparison to the total
conversation about all topics or brands. For example, if HP has 10% of the conversation about technology, then HP has a
10% share of conversation.
● Share of Influence is the amount of influence that a brand or topic has in comparison to the total influence of all topics
or brands. For example, if HP has 10% of the total influence in the technology space, then HP has a 10% share of
influence.
● Awareness is a measure of how many people are aware of a given topic. It is a measure of brand recognition and reach.
Share of Influence is a measure of the impact that a given platform has on the conversation. It looks at the ability of the
platform to shape the conversation or the overall sentiment.

Organizations with high conversation and influence shares are referred to as "digitally dominating," while those with low
conversation and high influence shares are referred to as "digital surprises." Organizations with high discussion rates but low
influence rates are referred to have "digitally prospective," whereas those with low conversation rates but high influence rates
are referred to as "digitally dormant". Since businesses can no longer sway customers across the whole sales cycle, it is critical
to connect with the influential users. Consumers are turning to the vast networks of powerful peers for advice on what to buy.
THANK YOU