©2009 HP Confidential1 ©2009 HP Confidential1
Neil HudspethHP Asia Pacific & Japan
March 17th, 2010
CHANGING THE EQUATION
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MARKETING IS BECOMING MORE DIFFICULT
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WHAT I WOULD LIKE TO SHARE
What is today's context in an evolved new world What is HP’s response (on a macro level) Digital ecosystems: the new drivers HP's top line strategies in mobile and social media Evaluating the criteria for success within HP's digital planning:
top level buy-in and ROI
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TODAY'S CONTEXT IN AN EVOLVED NEW WORLD
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DISRUPTIVE
Widely distributed empowering tools & services
+
Changing consumer expectations and behavior
Disparate levels of market maturity
=
Transformative and disruptive era
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IN A NEW, CONNECTED AGE…
New expectations• Transparency• Responsiveness• Value
New emotional truths• Authenticity (is an individual or company true to their promise and real?)
• Trust (the new critical currency)• Purpose and values (why do you exist?)
• Proof points/measurement
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ALL CONNECTED
Marketing VS Engagement
Digital media on the fringe VS Digital media underpinning all media
Channels VS EcosystemsDISCOVER SHARE TRANSACT EXPRESS
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IN A NEW ECONOMY OF INFLUENCE…
Increased competition• Everyone investing in Asia• Disparate levels of maturity - Channel - Technology - Culture - Measurement
Relationships of value• Measurement• Footprint• Local knowledge, world class• Conversations
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CONTACT IN A CONNECTED AGE…
The end of ignorance
Rising individual media conglomerates
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THE CONNECTED AGE SHIFTS
Eight shifts as we move deeper into a connected age:
Shift ONE From telling to delivering
Shift TWO From 2-way marketing to multi-polar marketing
Shift THREE From users to voices
Shift FOUR From analog communication to digital communication
Shift FIVE From finding them to them finding you
Shift SIX From marketing to facilitation
Shift SEVEN From engagement to utility
Shift EIGHT From campaigns to ecosystems
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AND THAT’S NOT ALL…
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SAME, SAME PHENOMENON
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1.Shrinking functional product differentiation
2.Style-driven differentiation speeding up rapidly
3.Emotional benefits becoming increasingly important
One can not build long term brand loyalty through rational benefits alone
Growth. Direction. Protection.
The Brand UnionTokyo
© The Brand Union 200817 Japan forum
Brand: what people experience…
The Brand UnionTokyo
© The Brand Union 200818 Japan forum
Brand personality &communications
Brand positioning
Strategy, Vision & values
Brand propositions
Reward & motivation
Bringing the brand aliveActions & behaviours
Stakeholder experience
Brand: what people experience…
…must besupported andmanaged inorder to builda distinctiveand positivereputation
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OUR APPROACH
CREATE AMAZING
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OUR BRAND ECOSYSTEM PRINCIPLES
Internet
Social media
Mobile
Other elements of
the brand
ecosystem (and
media)
Brand
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DIGITAL RELATIONSHIPS
virtual relationships
low intensity relationships
medium intensity relationships
high intensity relationships
Increase the depth of relationship with priority audiences through supportive communications and clear journeys
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NEW HP.COM
To create a new HP.com within 18 months featuring world-class:
– User experience
– Technology stack
– Operational model
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HP • Unified strategic brand view of company, products & services
• Enhanced brand engagement • Stronger competitive positioning
MARKETING,
SALES & SUPPORT
• Increased efficiency of campaigns• Decreased abandonment; increased sales conversions
• Multiple engagement methods for customer support
REGIONS • Single WW website; capabilities to cover all countries
• More flexibility in publishing country-specific content
CUSTOMERS
• Enterprise: Experience tailored to unique needs of enterprise clients enabling selling process
• Consumers: An improved user and eCommerce experience
A NEW HP.COM
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HP.COMCUSTOMER JOURNEY
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HP.COM
HP Today
Product-focused mindset Integrated solution-based approach
Narrow focus on HP.com only
Move to digital ecosystem (mobile/social/TV)
Deeper relationship with the customer
Unrewarding experience
Siloed view of opportunity More holistic view, driven by the customer
Modest incremental improvements ‘Leapfrog’ approach (design & technology)
HP Today Future
Leverage best practices from world-class examples to leapfrog the competition
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Search
Promotion through searchSearch results with product image visual cues are dynamically displayed as the user types. HP will have the ability to promote key products fast, and make those key products even easier to find.
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BUILDING THE ECOSYSTEM THROUGH MOBILE
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MOBILE STRATEGY: THREE FOCUS AREAS
Open existing HP ecosystems so that current mobile customers have an inbound path and are included in the conversation with outbound activities
Enhance HP customers experiences and activate the brand via mobile
Create content and services to support a mobile use cases (i.e. retail shopping experience)
CREATE A MOBILE PRESENCE
CREATE MOBILE-SPECIFIC CONTENT AND SERVICES
CREATE BRANDED UTILITY FOR HP
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HP.COM MOBILE FEATURE INTEGRATION
DEVICE DETECTION
Content syndication
, promotion, acquisition
MOBILE .COM INTEGRATION
Retail platform
OOH
MOBILE SPECIFIC (.MOBI) MOBILE REACH
Mobile commerceSocial mobile extensions (i.e. ratings and reviews)Mobile SEOStore/partner locator
Mobile messaging gatewaySend info to phoneGeo locationMobile couponingMobile configurator
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Create or enable mobile-specific content and servicesHP MOBILE MARKETING SERVICES
Mobile @ Retail CRM
Product demo & walk around
Store locator service
Product detailed info/specs
Compare
Supplies matching
Push to call sales help
Mobile promos and couponing
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BRANDED UTILITY
– Build mobile as a utility to stay at the forefront with customers• Enhance consumer experiences with the things they value and enjoy
• Value and engagement are rapidly becoming a key differentiator
– Seamless and instant access to mobile multimedia is a given – participation is a reflex
Location based services
Alerts, news & offers
Causes, lifestyle & community
Shopping
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MDM MINISITEHOME PAGEBroad HP offer (all BUs and CM)Call to action and brand survey
HOME PAGE PRINTERS
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MDM MINISITECALL TO ACTION AND FRIEND REFERRAL
BRAND SURVEY DESKTOPS
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1. SNS aggregator
Miniblog portalsMiniblog portals
Videos portalsVideos portals
APPS
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SOCIAL
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– A pervasive social media presence both on the web and hp.com
– Expansive approach as a business that encompasses marketing,
open innovation, customer support and intelligence
– Commitment to listening and being responsive to customers
– Evolved approach from advertising to engagement
1 TRANSFORM 2 LISTEN AND UNDERSTAND 3 ENGAGE 4 EMPOWER 5 ACCELERATE
& INCUBATE
OUR SOCIAL MEDIA STRATEGY FRAMEWORK
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– Make social tools and features ubiquitous on every page of hp.com
– Enhance peer-to-peer customer support forums
– Aggregate user reviews/content from around the web
– Allow hp.com content to be easily accessible and distributable
– Create the right mix of social capabilities (in house and third party) to meet business
needs faster
TRANSFORM HP.COM IN TO A SOCIAL EXPERIENCE
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4343
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2
3
Enable ways for HP, and emerging ambassadors to easily communicate, engage and inform others
HP ambassadors (customers, retirees, employees) create the foundation
Result: social media fuels acceleration to expand the base of HP ambassadors.
BUILDING AMBASSADORS
1
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Setting the Context
Understanding the Landscape
Create the Relationship
Find the Sweet Spot
ENGAGEWhat’s the best
method & platform for
engagement?
ENGAGEWhat’s the best
method & platform for
engagement?LISTENWhat’s already
being said, where and by who?
LISTENWhat’s already
being said, where and by who?PLAN
What do I want to achieve for HP?
PLANWhat do I want to achieve for HP?
HP MARKETING PLAN
MeasurementMeasurement
MATURITY MODEL
ANALYSEWhat are the
insights to leverage?
ANALYSEWhat are the
insights to leverage?
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TOUCHSMART COMMUNITY
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TWITTER SKINS
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SOCIAL SHARING: “CREATE CHANGE”
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SOCIAL SHARING: “CREATE CHANGE”
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SOCIAL NETWORK PRIORITIZATIONW
W
FOC
US
REG
ION
AL
FOC
US
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– Latest release includes metrics around social media efforts and executions• Search and social media referrals to HP.com
• Visitor engagement with social features on HP.com, such as blogs and forums
• Developing linkage to media spend, PR activity and overall modeling
MEASUREMENT
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TEN WAYS TO MEASURE A CAMPAIGN
1. Sales
2. Leads
3. Traffic
4. Interaction
5. Search marketing
6. PR (and buzz)
7. Brand metrics (value, reputation, recognition, perception, etc)
8. Customer engagement (and content)
9. Retention
10. Profits
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MEASURING AND DEFINING ROI
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MEASURING AND DEFINING ROI
Marketing works best when brands engage with their audiences.
1.PR (and buzz)
2.Brand metrics (value, reputation, recognition, perception, feelings, associations, etc)
3.Customer engagement (and content)
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MEASURING AND DEFINING ROI
Define your marriages and support networks within the ecosystem
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MEASURING AND DEFINING ROIDefine an ecosystem strategy for engagement
Change internal mindsets on channel and measurement criteria
Define measurements for each media separately – one size does not fill all – but think holistically
Balance measurement across ecosystem to deliver on select objectives
Include emotional (brand value) criteria on select channels/media
Invest in knowledge creation
Be patient
Be creative
Change the equation by innovating
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Thank you
Neil Hudspeth
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