Ivy Ima

Social Media/Word-of-mouthMarketing
Confidential Ivy Worldwide ©2009 Ivy Worldwide

Word-of-Mouth Marketing Association Wommie Award
Best WOM Campaign
Promo’s Pro Award
Best Social Media/WOM Campaign under $250K
Summit International Marketing Effectiveness Award
Most Effective Social Media/WOM Campaign on a Budget
HP Circle Award
Best Overall Marketing Campaign (HP Internal Worldwide Award for Effectiveness)
Ad:tech Limelight Award
Finalist Best Social Media/WOM Campaign
Social Times 25
Top 5 Best Campaigns/Programs in Social Media
Aberdeen
Best in Class for Social Media
Small Biz Windows Innovators of the Year Award
Most Innovative Social Media Firm/Approach
Ivy Worldwide Awards

Select Ivy Worldwide Clients

Ivy Worldwide
Vertical Targeting
Buyers
Influencers
WOM
Ivy
Influencer
Ivy
Media
Lower
Cost
CGM
Promotional
MarketingPrograms
ROI
Total Campaign
Integration

Terminology Applied
Word-of-Mouth-Marketing (WOM)
The Discipline
WOM Building Programs
Social Media/Influencers/Bloggers
The Medium
Integrated Marketing
Consumer Generated Media (CGM)/Blogging
The Message

Blogs Rule Search
4 of the top 5 Results are for Blogs

B.L.O.G. = Better Listings On Google
Most searches have a disproportionate number of blogs in the top 20 results
Customers are looking for third-parties to help them decide
These third-party endorsements are key drivers for:
Buying criteria
Price
Brands/products to consider/drop
Features to look for/avoid

Social/WOM & ConsumerDecision Journey
Social marketing/WOM helps consumers evaluate and choose the brand/products during the active evaluation phase
Consumer-driven Social

Advice from friends
Searching
Word-of-mouth
Researching

67.5%
33.5%
Company-driven Social

Advertising
Presence in consumer-driven activities

Source: McKinsey

Social/WOM Throughout the Journey
Social marketing/WOM guide buyers during
every step in the journey
Detailed review and analysis of offerings by influencers
Third-party endorsements on Influential sites
How to and usage scenarios done by influencers
Source: McKinsey

To help drive sales
To encourage trial
To create awareness
To inform about a feature or benefit
To remind
To reassure
To create an image
To modify attitudes
Never to JUST get people talking!
Why To Use Social/WOM

Customers’ Multiple Identities

Ivy Model – WOM Amplified
Campaign Aspects

Word-of-Mouth
Contest
Product
Community
Conversation
Search
CGM
Momentum
Global
Consumer Control
Viral
Sales
Outside Communities
Search
Email
Social Media Sites

Network Effect

The Influencer Continuum
Search
.com
Other
Influencers
Content
Conversation
Access
Influencer
Company
Custom
Content
Readers
Mainstream
Media
Portal
Wide Spread Promotion Via:
Posts
Forums
Affiliate
Program
Video
RSS
Twitter
Marketers require a holistic approach to influencers

HP Case Study

HP Social Media Background
2 years ago, HP’s participation in social media was light
HP’s competition was leading the market in social media
HP wanted to learn from others that were engaging with social media and do it right
HP identified the need to build a unified, integrated approach to social media that included sales, support, design as well as consumer/customer engagement

HP’s 31 Days of the Dragon
HP wanted to say “thanks” to the influencers for all their great work, as well as to their readers for their participation and support of blogs and forums as well as promote the HDX “Dragon”
HP provided 31 HDX “Dragon” systems to 31 selected influencers/bloggers to give away to lucky readers on their sites over 31 days (one per site)
Sites could give them away any way they wanted
We only asked they:
Give the unit away
Promote the other sites/blogs in the campaign
Give them away on a date randomly chosen by us

What Is The HP HDX Dragon?
HP’s flagship notebook --Fully Loaded

31 Days – What’s Amazing
During the promotion, the 31 top bloggers promoted the contest, HP, the HDX Dragon and each other – an unprecedented occurrence thatshowed the collective power of a community banding together
Each influencer was able to create their own unique contest, specifically tailored to their audiences and goals
The promotion garnered well over 31 days of positive discussion on HP and the HDX with third-party endorsements that quickly resulted in a significant sales increase
Influencers also created and shared all custom marketing materials, including microsite, graphics, widgets, logos, videos, RSS feeds – and then cross-promoted these items with each other
We could not have bought the results achieved with traditional marketing

31 Days of the Dragon – Results

Business advances, sales gains, increased product awareness and competitive advantage
Results:

84% increase in sales on the HDX Dragon system*
14% increase in overall traffic *
10% increase in overall consumer PC sales*
Sales figures for the month of the program set several records
The sales gains continued even months after the program
368,000 links on Google with an est. 50 Million impressions worldwide (Google and Alexa data)

Costs:

Total cost for systems, shipping, software and paying to offset taxes for the winners: $250K (costs shared by HP and partners)
$0 media spend – and we did not pay the influencers

* HPshopping.com (month over month data)

HP HDX Dragon had been shipping for 9 months
Giveaways End
Giveaways Begin
Data from HPshopping.com

Consumer Content Generated
Readers and influencers created videos including entries for several of the giveaways

Together, all of the videos for the campaign were watched by well over 10 million consumers (Alexa and site data)

Influencer Content Generated
Showing the power of consumer-generated content, word-of-mouth marketing and social media all at once, influencer Chris Pirillo’s numerous videos were watched by millions of consumers and included viewers praising the HDX and HP in his scrolling comment window

Influencers Results
Traffic: 150 to 5000% increase
New readers stuck – average 50% increase and holding
Deeper relationship with HP
Helped cover HP’s largest product launch of the year 2 days after the campaign’s conclusion

Comments From Readers (unedited)
“This is so good for all parties involved. Props to HP for doing this thing. It really makes me like that company more so than I already did. All the big computer companies should be doing the same thing. Even if I don’t win, I’ve still gotten something out of all this - it has introduced me to a bunch of cool sites I’ll be visiting from now on.”
“Wow. Benefits for all! You guys get heavy traffic, plus better interlinking between blogs, and hence better Google rank, The HP Guys get free publicity, and is cheaper for them than actual advertising. 31 blog readers, one of them, probably me :), very satisfied! :)”

“This is one of the best contests I've ever heard of or participated in, before the 31 Days of the Dragon I didn't even know about this machine. HP really knocked it out of the park I think, plus it's fun watching all of the contests that people come up with. :)”
“I LOVE HP now … even if I don’t win all 31 of these, I’ll probably buy a tx2000 from them.”
“This is a great promotion from HP and to get the word out on this product. Hopefully other companies can follow suit with this strategy.”

“Cheers to EXCELLENT marketing!”
“This is sheer genius! I wish I would have thought of this. Kudos to all involved. I now think far more of HP.”
“Wow this is an amazing opportunity. HP’s are amazing machines. Currently I am writing this on an HP computer bought last November and it is probably one of the best computers I have ever owned.”
“Hey That HP is Great It Looks So Wicked also the style of it is class and with someone getting a chance to Win it that’s even better who gets that is going to be over the moon I think it class it sounds Fast good Memory :) HP Should Get a Medal For giving this away thanks HP.”

HP 365 Days
WOM/Social Media
Campaign

Case Study: HP WOM B2C
Different markets, different audiences, different goals – one WOM program

Provided 31 HDX “Dragon” systems to 31 influencers/bloggers to give away to readers over 31 days (one per site)
Sites could give them away any way they wanted
We only asked they:

Give the unit away
Promote the other sites in the campaign
Give them away on a date randomly chosen by us
TX-1000 Notebook Design

Goal: get credit for HP design/launch TX-1000
Asked 200 bloggers/influencers to tell HP what features they want in a notebook
Done in Ivy’s private forum (IN Network)
Launched at Gnomedex (largest blogger only conference)
HP used suggestions which included what they liked and disliked with competitors

Dv2 Back to School

Goal: Drive sales during BTS and position dv2 as a college must-have
Done in three phases to support overall campaign and drives sales

Support HP’s NBA/dv2 microsite
Content generation to showcase the dv2
Make the dv2 cool and a must-have for students with college blogs throwing parties in a box using the dv2 to run the party

Locations: LA, Chicago, NYC

HP’s Gift of Magic

Goal: Create a campaign to make impact over holiday season
Provided 50 bloggers/influencers 6 PCs

and printer to give away over holiday season

Same rules as 31 Days
Asked bloggers/influencers to encourage readers to giveaway portion of prize pack to others (family, friends, charity)
Supported by social media ad placement that promoted influencer sites

Case Study HP WOM -- Results
HP consistently given credit for “doing it right” by influencers/pundits

84% sales increase HDX Dragon (m/m HPshopping.com)
20% increase in traffic to HPshopping.com
10% increase in overall sales at HPshopping.com
380,000 Google links
50+ million people saw the campaign (Alexa)
50% increase in traffic to influencers sites
Product had been shipping for 9 months before campaign

TX-1000 Notebook Design

Features suggested were used in the TX-2000
HP also got valuable insight on competitors from people that review 150+ systems a year
Influencers took credit for the HP design and helped launch “the product they helped design”
Began real relationship of listening and a true mutual admiration society between HP and influencers
Enabled us to run other programs

HP’s Gift of Magic

Drove sizeable sales during tough economic downturn
980,000 Google links
65+ million people saw the campaign (Alexa)
40% increase in traffic to influencers sites
Get a gift/give gift campaign spurred flurry of great content as products were given hospitals, charities, soldiers, those in need, etc.
Showed the power of third-party endorsements in overall campaign/ads

Dv2 Back to School

47% 1st month/71% 2nd month sales increase (HPshopping.com)
Included significant positive influencer and audience discussion of Windows Vista (at EOL)
11.5+ million people saw the campaign (Alexa)
23,171 total Google back links
300+ content assets created
Influencers continue to develop content about their everyday use of the dv2 in college setting

Case Study HP WOM B2B
HP B2B Goals:

Bring PC success to Enterprise Group
Differentiate HP TSG from competition
Use third-party endorsements to promote sales and leverage content created to move B2B audience to purchase

G6 Server Launch
Goal: Continue to drive sales after launch

Tech Day/Web Jam events – Blogs/Customers
12 million impressions
7k + Google backlinks
40% of content posted after Tech Day was in-depth reviews of G6 servers
Live video posted from Tech Day

Superdome/Storage Day
Goal: Promote HP’s Flagship product and companion technology

Overall there have been 500+ tweets using #hptechdayhashtag
Followers asked questions on twitter that the bloggers then relayed to the HP reps throughout the event
Bloggers grew their following as a result of the HP Tech Day
Picked up on Industry publications

Hp.com
Neowin.net
scottlowe.org
Geekzone

Key Takeaways
Social media marketing can work in ways traditional methods can’t or won’t for both B2C and B2B
Influencers can and will drive sales and create a viral effect
A holistic program such as “31 Days of the Dragon” forces competitors to become reactive to your marketing
Toshiba tried to copy and only got 11K page views
The combination of social media, CGM, search results and third-party endorsement from credible sources hits consumers where and when they are making buying decisions