Neil Hudsperth - Changing the Equation

Neil HudspethHP Asia Pacific & Japan

March 17th, 2010

CHANGING THE EQUATION

MARKETING IS BECOMING MORE DIFFICULT

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

TODAY'S CONTEXT IN AN EVOLVED NEW WORLD

DISRUPTIVE

Widely distributed empowering tools & services

Changing consumer expectations and behavior

Disparate levels of market maturity

Transformative and disruptive era

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

ALL CONNECTED

Marketing VS Engagement

Digital media on the fringe VS Digital media underpinning all media

Channels VS EcosystemsDISCOVER SHARE TRANSACT EXPRESS

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

CONTACT IN A CONNECTED AGE…

The end of ignorance

Rising individual media conglomerates

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

AND THAT’S NOT ALL…

SAME, SAME PHENOMENON

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

Brand: what people experience…

The Brand UnionTokyo

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

OUR APPROACH

CREATE AMAZING

OUR BRAND ECOSYSTEM PRINCIPLES

Internet

Social media

Mobile

Other elements of

the brand

ecosystem (and

media)

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

NEW HP.COM

To create a new HP.com within 18 months featuring world-class:

– User experience

– Technology stack

– Operational model

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

HP.COMCUSTOMER JOURNEY

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

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.

BUILDING THE ECOSYSTEM THROUGH MOBILE

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

HP.COM MOBILE FEATURE INTEGRATION

DEVICE DETECTION

Content syndication

, promotion, acquisition

MOBILE .COM INTEGRATION

Retail platform

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

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

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

MDM MINISITEHOME PAGEBroad HP offer (all BUs and CM)Call to action and brand survey

HOME PAGE PRINTERS

MDM MINISITECALL TO ACTION AND FRIEND REFERRAL

BRAND SURVEY DESKTOPS

1. SNS aggregator

Miniblog portalsMiniblog portals

Videos portalsVideos portals

SOCIAL

– 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

– 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

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

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?

TOUCHSMART COMMUNITY

TWITTER SKINS

SOCIAL SHARING: “CREATE CHANGE”

SOCIAL NETWORK PRIORITIZATIONW

– 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

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

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)

Define your marriages and support networks within the ecosystem

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

Thank you

Neil Hudspeth

Neil Hudsperth - Changing the Equation

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