HP Blogs UPDATE RECOMMENDATIONS 2006 HewlettPackard Development Company

HP BLOGS Executive Summary Leverage a cost-efficient digital publishing tool to expand HP’s credibility, influence, engagement with internal and external constituents, and drive business results • HP’s existing program has been focused on quantity and resources have been constrained over time • Decentralized structure has resulted in little coordination on content approach and has produced lower than desired engagement • Improved training, revised policies and guidelines and implementation of social monitoring is needed and will provide a scalable risk mitigation solution • Accelerating our effort in this space will allow us to better tell the HP innovation story and increase influence and dialogue with customers While social media has its benefits, it does not come risk free… 2 29 December 2021

HP BLOGS Goals & Objectives Increase HP’s Influence Drive business value with clearly defined audiences, purpose and metrics Reduce reputational risk • Support every major initiative with social media content • Gain wider distribution for key messages • Reduce reliance on journalists and advertising Increase HP’s presence in organic search and customer engagement Add a humanistic dimension to the HP brand with a conversational voice Address crises in real-time through social media Expand awareness and improve training of social media policies and guidelines • • 3 29 December 2021

HP BLOGS SERVING MULTIPLE AUDIENCES AND NEEDS Content Approach HIGH • Eliminate under-performing blogs Develop new blog categories • Solicit new team blog ideas • Launch official “HP Blog” • HP BLOG Increased frequency Driven by editorial staff Consistent multimedia Executive access Supports corporate priorities TEAM • Staffed by multiple individuals • Content created and maintained by BG’s • Work closely with existing PR agencies INDIVIDUAL • Niche content, but valuable • Posting less frequent • Autonomous editorial LOW TRAFFIC • • • HIGH 4 29 December 2021 POST FREQUENCY LOW

Corporate Blog FORMAT / FUNCTION / EDITORIAL STRATEGY

CORPORATE BLOG Format and Function (illustration purposes only) • • • 6 29 December 2021 Platform to convey HP personality/voice and establish overall accountability Forum to introduce and respond to key topics across HP that are critical to readers This blog would then spotlight and drive traffic to other HP blogs and noteworthy posts from team blogs Consistently produces compelling, original multimedia content Platform for executive communications

CORPORATE BLOG EDITORIAL STRATEGY Beats & Personas Beat writers are central figures dedicated to creating, coordinating and extending the reach of their respective blog content RICH DEMURO Experienced CNET tech/gadget reporter 7 29 December 2021 BOB GOURLEY Former CTO for the Defense Intelligence Agency; Influential writer and independent consultant FIVE SIMPLE BEATS Each beat is led by a single head writer who: • creates original content and responds to comments • coordinates with stakeholders: business groups, other bloggers, product leads • extends reach by Twittering and engaging in comment streams on third-party sites relevant to their beat NATE D’AMICO Software engineer and guest contributor to Giga. Om, Silicon. Angle GRETCHEN WEBER Producer for KQED, local NPR station CHRISTINA SCHNEIDER Senior comm. rep makes final decisions about content

CORPORATE BLOG EDITORIAL STRATEGY Organizational Structure EDITORIAL BOARD ensures content strategy aligns with communications priorities (Corp. Comms, Corp. Marketing, BG reps) EDITOR-IN-CHIEF oversees content strategy and contributes to editorial process BEAT WRITER (responsible for content creation) COMMUNITY MANAGER supports beat writers, syndicates content, monitors and responds to conversations 8 29 December 2021 BEAT WRITER

CORPORATE BLOG EDITORIAL STRATEGY Editorial Calendar EXECUTIVE PRIORITIES TOP NEWS STORIES 9 29 December 2021 EDITORIAL BOARD PR ROADMAP MONITORING MARKETING CAMPAIGNS MON TUES WED THUR FRI Product News Contest Story Byline Event Coverage Feature Story Byline Industry News Feature Story Product Profile Industry News Event Coverage Feature Story News Employee Profile Byline Industry News Employee Profile Event Coverage Feature Story News Feature Story Event Coverage News Byline Event Coverage

CORPORATE BLOG INTEGRATING WITH A PRODUCT LAUNCH Editorial Example PSG introduces a netbook powered by Google’s Chrome OS TRADITIONAL MEDIA PLAN • Brief trusted mainstream and trade press during week before launch. • Press conference and announcement day of launch • HP and partner issue press releases • Pitch bloggers day of launch • Support launch with advertising

CORPORATE BLOG INTEGRATING WITH A PRODUCT LAUNCH Editorial Example PSG introduces a netbook powered by Google’s Chrome OS COMPLEMENTARY HP BLOG EDITORIAL PLAN • 4 weeks prior to launch: Personal tech beat begins a series about the cloud’s effects on clientside hardware; content supports the investment thesis behind the product. • One day prior to launch, a top HP executive posts a “teaser” thought piece to the News beat about the future of Internet-connected gadgets, hinting at a big release the next day. • Launch day, Personal Tech beat writer attends press conference and covers angles that are left unspoken by other media. Post is supplemented with video of a hands-on demo. • Day after launch, Innovation beat writer publishes byline co-written by the HP and Google engineers that collaborated on the netbook • Press releases are updated with blog content: interviews, demo video, thought piece • For each of the 4 weeks following the launch, Personal Tech beat posts an interview with developers writing apps for the new OS

Team and Individual Blogs CONTENT CATEGORIES

TEAM & INDIVIDUAL BLOGS New Content Categories TECHNOLOGY FOR BUSINESS Advice, news and technologies to help with business computing and printing needs CIO/CTO Corner Advice/experience from HP execs for other execs and businesspeople Environment Sustainable practices and technologies Technology and Entertainment The role of technology in entertainment (cinema, film making, etc) as well as HP specific entertainment partnerships/tech 13 29 December 2021 TECHNOLOGY AT HOME Advice, news and technologies for consumer computing and printing needs Parenting and Technology Ways to use technology for parents The Connected Home Ways, tips and advice for consumers around networking their home Gadgets and Personal Technology Advice across various consumer products that aren't computers and printers TECH TRENDS Overviews, opinions, advice and predications around the hottest topics and emerging technologies within HP's sphere of influence Gaming Tech, software, tips and news around gaming Web 2. 0 Focus on how web 2. 0 technology is being used, what it is and what it means for the future Social Web Specific focus on social web trends, technology and news

TEAM & INDIVIDUAL BLOGS New Content Categories TECHNOLOGY & CREATIVITY Ways to leverage technology to aid creativity in life, career and art Graphic Design Tech, software, tips and news around graphic design Video Editing Tech, software, tips and news around video editing INSIDE HP Inside information on careers and corporate initiatives at HP as well as HP executives thinking across their areas of expertise Customer Support Place for HP customer service to address common problems and connect with customers Taking Better Pictures Advice for the amateur photographer New Tech Owner Advice across various consumer products for getting the most out of new tech products/ common issues with new technology Scrapbooking Ways to use tech (HP & not HP specific) for scrapbooking Behind Product Integrations News, inside scoop, etc around the various HP partnerships 14 29 December 2021 Product Design Behind the scenes of the HP product design process and commentary on design news TECHNOLOGY & EDUCATION Ways to leverage technology for students and educators Technology for Students Technology and software for students (across all education levels) Technology in the Classroom Technology for teachers and school administrators (not college) Creative Activities for Moms and Kids Leverage many of the get creative activities on HP. com to help moms find fun activities to do with their children

Risk Management MONITORING / POLICY & GUIDELINES / TRAINING

RISK MANAGEMENT HP Blogs: Overview and Process 16 Getting Started Take Down To publish a blog on HP’s platform, one must: • Review corporate blogging policies and guidelines • Complete a rigorous training module − Training on blogging policy − All annual SBC training must be current − Preventative writing • Submit a request form that is reviewed by the social media team/BG’s Instances for when a blog/post gets taken down: • Ineffective or poor performance • Blogger leaves company (posts and comments are disabled) • Blatant SBC violation • Blogger no longer want to do it 29 December 2021

RISK MANAGEMENT Social Media Policy and Guidelines Advocating and assisting appropriate participation Participating in Social Media Responsibly 1. 2. 3. 4. 5. 6. Speak for yourself Target timely topics Keep the communication lines open Always show respect Preserve privacy and confidentiality Brush up on the basics • Initial policies and guidelines instituted in 2005 and approved by the EC Guidelines of how to follow SBC when using social media • Major update in April to include all external forms of social media • Working to incorporate into annual SBC training (pending) • Recommend posting publicly (similar to other companies) • Completion of Risk Assessment and Mitigation (office of ethics and compliance) • Need to address internal social media tools (e. g. Watercooler) •

RISK MANAGEMENT Sources of Risk • Bloggers publishing on HP platform • Employees failing to meet disclosure standards when talking about HP (or technology generally) in social media Poor execution using social media tools by HP marketing (from social faux pas to unlawful conduct) Lack of coordinated outreach from HP PR Poor execution/coordination with agencies or contractors Leaked information from inside-the-firewall social tools Employees publishing information anonymously (Glassdoor) • • •

RISK MANAGEMENT Policy & Guidelines in Action What happens when… • A TSG sales executive leaves a positive product review of an HP printer on Amazon. He loves the product and is writing of his own accord. The review itself is highly rated and prominently displayed on the product’s page • An executive in PSG leaves a comment on a friend’s Facebook Wall saying HP’s new netbooks are “amazing”. The executive’s friend has just 50 friends, but two of them are gadget bloggers. The executive doesn’t know that the gadget bloggers are friends of his friend. • Recommendation/Action • Employee should disclose he/she is from HP An employee posts a message on Twitter criticizing Mark Hurd and complaining about publicly known pay cuts. • Expressing opinion on public information is not a violation of SBC, but it’s certainly not a smart move Share social monitoring results with internal communications moving forward • During the SEC quiet period, a mid-level EDS consultant writes a Facebook update saying that she is “very excited about a new client” and “expects a big raise”. • • A TSG marketing director criticizes a pending acquisition on his personal blog • Violation of SBC; escalate to SBC team

RISK MANAGEMENT Unstructured Influencers Marketing-oriented (gadgets, momblogs) HP engages in a variety of other relationships: contests, giveaways, product reviews, interviews, sponsorships, and traditional advertising. In Fall 2009, the FTC will enact a set of legal guidelines regulating how bloggers disclose compensation. Journalistic (e. g. Giga. OM) HP conducted a comprehensive audit of over 1000 top online influencers, identifying 100 to monitor closely and 25 to engage in proactive relationships Recommendation: A binding, pan-HP policy similar to the blogging policy and guidelines, detailing the following requirements: 1. HP does not pay for coverage or reviews 2. All products distributed for review (above a given dollar value) must be returned to HP 3. When discussing HP, bloggers must disclose if they receive special consideration from HP (e. g. travel) 4. Special consideration is given to minors, and HP stands against the inclusion of children under 13 5. HP policies must be met or exceeded by all agencies, contractors, and subcontractors

RISK MANAGEMENT Social Media Monitoring Tracking over 100 M web sites, blogs, twitter, etc. • Receive focused analysis on discussions taking place in specific online communities • Establish early warning reports that alert HP teams of discussions that could negatively impact HP reputation Requirements established inclusively with all BG’s & regions • Exhaustive RFP process across multiple vendors • Program set-up and training in progress •

RISK MANAGEMENT Education, Training & Coordination ISSUE SOLUTION Current training is limited to a one-time webinar • Uneven execution using new tools and tactics • Little ongoing coordination with bloggers and other social media spokespeople • Additional modules for web-based training; semi-annual workshops using webinars and calls • Rigorous media training for select individuals; audit of agency newmedia leads • Establish a person in corporate for bloggers to contact with questions about content; post notices about sensitive topics via email and intranet • 22 12/29/2021

Beyond Blogging TWITTER, FACEBOOK AND OTHERS

BEYOND BLOGGING Twitter • Indentified all Twitter accounts with HP name included and/or being used for business purposes • Now included in revised policies and guidelines Launched corporate HP News account Established process for opening business related accounts and developed best practices for getting started Developing index page of all HP Twitter accounts to promote on HP. com Scheduled launch: August • • 24 29 December 2021

BEYOND BLOGGING Facebook Consolidation and Development • HP for Students 22 sites consolidated 62 K fans • Updated by BG’s HP for Home • Contextual audience based tabs • International “toolkit” under development • HP Corporate HP for Enterprise 25 29 December 2021 HP for SMB

26 29 December 2021

Exclusive offers RSS from Consumer Newsroom 27 29 December 2021

IPG Application 28 29 December 2021

29 29 December 2021

Corporate Newsroom RSS feeds You Tube videos 30 29 December 2021

Dynamic widget 31 29 December 2021

Leverage BTS Campaign 32 29 December 2021

Next Steps TIMING

Next Steps • Begin search for corporate blog editor-in-chief • Move forward with incorporating social media policy into annual SBC training • Launch Twitter Index page (August) • Develop social media policies for internal use (with Caprice) • Establish “official” policy for dealing with 3 rd party bloggers • Roll-out Biz 360 training • Consolidate/coordinate with BG’s on HP presence on other external social networks (e. g. You. Tube, Linked In, My. Space) • Scope and budget ongoing training program and communications • Meeting with Charlene Li on 7/23

Appendix

Risk Assessment and Mitigation 36 29 December 2021

Microsoft – blog best practice "Microsoft on the Issues" blog, hosted by senior MS leaders, provides a transparent dialogue on pressing technology matters to propel policy-making at local, national and international levels. And Microsoft leadership outlines the policy framework that they believe will give this next wave of computing the greatest chance of success—and encourages others to join the conversation. The blogs include links to policy papers on key national and international topics related to technology 37 29 December 2021

Microsoft ‘On the Issues’ – continued Microsoft stands out with its social media program in corporate thought leadership -"Microsoft on the Issues" blogs discuss the power of technology to accelerate economic growth by enabling companies, governments and individuals to increase productivity, collaboration and job creation. Topics discussed include modernizing healthcare, privacy, rebuilding the world’s economy via technology, online fraud, technology’s role in education, the environment and more Microsoft uses its own Web site and social media channels outside the company to spur the conversation 38 29 December 2021

Cisco – The Platform & High Tech Policy blogs Cisco’s government affairs group and senior leaders blog about the importance and impact of technology on the world on Cisco’s High Tech Policy blog and The Platform blog. Topics include: green IT; technology readiness of countries, global economic stimulus plan, leadership and more 39 29 December 2021

Social Media Monitoring Program objectives • Monitor social media conversations to understand discussion around the HP brand products and the impact on HP reputation • Gain HP competitive insight and benchmarking by measuring and analyzing consumer discussions in social media over time • Identify trends and issues being discussed online • Receive focused analysis on discussions taking place in specific online communities • Establish early warning reports that alert HP teams of discussions that could negatively impact HP reputation • Deliver results and insight to HP executive team Content universe Topics/keywords websites HP & competitors Vendors considered Attentio Aubice Infegy/Social Radar Nielsen Biz 360 TNS Media Intelligence/Cymfony Radian 6 Visible Technologies Collective Intellect Dow Jones Evolve 24 40 29 December 2021

Social Media Monitoring Rollout Team • WW: − Corporate - Alison Watterson − TSG - Mia Dand, Marianne Davis − PSG - Siobhan Flanigan, Tony Welch − IPG - Siobhan Flanigan, Jennifer Lera • • − − • Corporate - Julie Moranski TSG - Mia Dand, Marianne Davis PSG – Jadon Wellman IPG - Angela Lo. Sasso APJ − Corporate - Michelle Chuan − TSG - Mia Dand, Richard Sumich, Marianne Davis − PSG - Serene Yap − IPG - Thomas Lee EMEA − Corporate - Justin Gale − TSG – Daniele Mason, Mia Dand, Marianne Davis − PSG – Manuel Linnig − IPG – Gavin Skillicorn Americas • Other members: − Denise Iverson − Alan Benson

Social Media Monitoring Requirements • Social Media Monitoring − Top sites, blogs, forums, chat rooms, news groups etc. − Monitor sites for key topics regarding HP and competitors • Social Media Analysis and Recommendation − Analyze the communication and advise HP on tone and magnitude of conversation. • Social Media Metrics and Reporting − Key quantitative metrics to include growth, viewership, member size, page views, photo/video views, responses, comments etc. − Qualitative measures will include the level of engagement, type of engagement, interaction, sentiment, etc. • Reporting and Monitoring Online Tool − − • Monitoring tool for HP that allows log-in and views of real time data. The tool will provide insights, analytics and metrics in real time. Dashboards will be tailored for individual users (target audiences, regions etc. ). HP will be allowed to access data and extract into a digital monitoring dashboard. Global coverage and language cap

Biz 360 Training • • • Biz 360’s Account Support team will offer one system overview training session. This training will be pre-recorded so it may be used on-demand by regional HP users. Additionally, we will offer up to ten user training sessions for hands-on system education. Each quarter Biz 360 will provide an additional advance Q&A and training session for Power Users. All trainings will be done via web meeting and conference call The Community Insights application offers basic FAQs and training documents which can be accessed by all HP users.

Blogging Guidelines 1. Speak for yourself • • • Identify yourself whenever you blog about HP or submit a comment to someone else’s blog. Write in the first person singular. Write your own blog, in your own distinctive voice, and with sincere comments on the topic at hand. Work to develop an online personality. Post regularly to sustain reader interest and involvement. Write what you know – focus on your own particular area of expertise. Provide useful information about our company and its products and services, don’t attempt to use the blog as a marketing tool. Make it clear that the opinions you’re voicing are your own, not those of HP. Each page on the HP site reiterates that its content represents the blogger’s opinions, not HP’s. If you’re commenting or blogging outside HP, remember to include a similar disclaimer.

Blogging Guidelines 2. Target timely topics • Discuss topics that are directly relevant to the technology and business issues and concerns of our customers, prospects, and partners. • Focus on areas that demonstrate your familiarity with current industry trends and developments. • Do your homework: Know what has been written on your topic of choice elsewhere in the blogosphere. • Add your own unique value to the discussion by sharing personal insights and perspectives, non-confidential knowledge, know-how and best practices. • Engage readers by focusing on issues and concerns likely to be of high interest to them, as well as to yourself. • Substantiate claims by linking to information available to the general public.

Blogging Guidelines 3. Keep the communication lines open • Post and respond to reader comments as part of the unfiltered two-way communication the blog medium makes possible. • If comments are not enabled on your blog, give your readers the option to participate in the conversation by emailing you directly. • When disagreements occur, let the commentator know you appreciate his/her opinion, and respond politely with the facts as you see them. • Keep the conversation constructive at all times. • Inflammatory, rude, irrelevant, insensitive, or generally inappropriate comments should be deleted. • You should monitor comments on a daily basis to be sure they add to the continuing conversation.

Blogging Guidelines 4. Always show respect • Respect your audience − Write in a polite manner so as to avoid giving offense. • Respect your material − Consult with your management or qualified subject matter experts before you post. − If you’re in doubt, leave it out − Check over your post one last time before you hit the SEND button. • Respect the blog medium − Correct any inaccurate or misleading postings in a timely manner. − Call your readers’ attention to them clearly and immediately. • Respect your fellow bloggers − Do not bicker with, denigrate or insult them. • Respect the wealth of information accessible within the blogosphere − Use hyperlinks to relevant material available in other blogs and on Web sites • Respect HP and third-party copyrights, as well as all intellectual property − Avoid plagiarism by observing “fair use” restrictions. − Be mindful that laws may vary depending on where you work and live. • Keep blogging it in its proper perspective − Never let creating your blog interfere with your core job responsibilities at HP.

Blogging Guidelines 5. Preserve privacy and confidentiality • • • Protect personal and corporate information. A simple rule of thumb: If it’s not in the public domain, don’t disclose it unless you have received specific permission to do so. Never disclose intellectual property, trade secrets, and other companyconfidential information. Comply with the Agreement Regarding Confidential Information and Proprietary Developments Comply with the HP Standards of Business Conduct (http: //sbc. corp. hp. com/), Whether your blog is on an HP-sponsored or non-HP-sponsored site, remember that you remain personally responsible for your contributions. Comply with financial disclosure laws, regulations and requirements. Be aware of HP quiet periods, when HP financial information cannot be discussed publicly. Keep in mind that securities laws govern the disclosure of future business performance and relationships. Obtain permission before you make reference to customers or partners. Protect your privacy and that of your friends, relatives and colleagues.

Blogging Guidelines 6. Brush-up on the basics • Write clearly and succinctly. Use standard spelling and grammar. • Avoid specialized jargon or internal acronyms that may not be familiar to everyone in your audience. • The following Learn@HP courses are offered to help you get up to speed. These are prerequisites for gaining access to the HP. com blogging domain: • − Core and Annual SBC Training (course number varies by year) − Preventive Writing (EWDC 05 DOTv. A) − Information Security (13890 & 14370) − Data Privacy (14713 & 14714)

Last time we met… • Corporate blog details and staffing • Plan to deal with other/BG related bloggers • Validating our social media policies and guidelines Scenarios/recourse for not following policies • 3 rd party blogger relations and strategies • Corporate newsroom (begin process) • Beyond blogging: Facebook, Twitter, etc. • 50 29 December 2021