HP Social Intelligence IM&A Solutions

The seen and unseenSocial IntelligenceInformation Management and Analytics Solutions© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

Aligning with the new consumer decision journey OLD NEW Many Brands Consider Evaluate Fewer Brands The Loyalty Loop Bond Final Choice Advocate Enjoy Buy Buy The funnel metaphor doesn’t work any more: Much more iterative and less Consumers would start at the wide end of the reductive journey to make a funnel with many brands in mind and narrow purchase decision today them down to a final choice4 © Copyright 2012 Hewlett-Packard Development Company, L.P. Source: McKinsey Research, december 2010 The information contained herein is subject to change without notice.

Where influencers have to be considered in the newcustomer segmentation models Consumer Universe Traditional CRM segmentation INFLUENCER (influencer marketing)6 © Copyright 2012 Hewlett-Packard Development Company, L.P. Source: Hewlett-Packard &The Customer Framework - 2011 The information contained herein is subject to change without notice.

What is Social Intelligence?Social Intelligence is a processcompletely integrated with yourbusiness strategy that amplifies theimpact of every function and initiativeby leveraging the power of humannetworks via social platforms© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

Many different dimensions define social businessexcellence 0 – 12 months 12 – 24 months 24+ months Vision Limited internal Marketing and PR primary Social Executives request Social Media reporting ExcellenceOrganization expertise Media users Sales, customer service and prod dev using Social Media Integral to marketing mix “Industry leading Social Media Mining for Social Media insights is outsourced and corporate strategy Intelligence Capabilities” Corporate-wide Social Funding for Social Media Media budget is funded ROI modelled and measured Social context understood pilot budgeted and acted upon in real- Social Media COE time Customers collaborating to co-develop Resources CRM systems fully Automated, unfiltered ‘listening’ of products over Social Media outlets integrated into business Social Media data and Social Media channels Blending of sales and support operations insights integrated with X-action data and real-time traditional CRM data Bi-directional dialogues Attitudinal metrics used analytics capable with individual customers for customer value Use of propensity models and on Social Media channels predictive analytics Competitor use monitored Internal unstructured data and analyzed sources retained and analyzed Unidirectional communication to Corporate policy governs Organized around well defined Customer databases and customers customer segments Social Media channel use Data and profiles a trusted asset analytics PR use primarily damage control Corporate exec’s and SMEs Customer service, loyalty, and Poised Corporate presence on social media sites blogging on select sites relationship mgmt keys to growth Social media awareness Customer centricity8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

How Social Business impacts ROI• People Development • Improved sentiment/reputation• Conversational learning Increase • Velocity of mentions (WOM)• Knowledge Hubs (COE) share of • Unprompted mentions• Sharing assets & new ideas the voice • Trust and advocacy Unleash• across organization Improve • Crisis solution knowledge• Recruitment & feedback reputation & & collabora-• Internal trust & advocacy sentiment tion ROI• Reduce innovation cycle times Drivers • Recruit more and higher quality• Product innovation and new ideas Leverage Develop • Higher win-back development open- customer • Engage / retain HVCs• Sharing assets/best practices innovation base • Encourage cross & up-sell across world Grow • Increase frequency of spend• Improve products & processes customer • Increase basket size value • Manage cost of sales • Manage cost to serve9 © Copyright 2012 Hewlett-Packard Development Company, L.P. Source: Hewlett-Packard & The Customer Framework - 2011 The information contained herein is subject to change without notice.

Do you want to be a socially enabled business?A Socially Enabled Business….. Combines structured and unstructured (social) data to drive actionable 1 customer insights that drive growth 2 Briefs engagement rather than disciplines or channels 3 Recognize influencers and high value customers Encourages participation, sharing, co-creation … internally (first) AND (then) 4 externally 5 Has ‘always on’ (real-time) capability..52 weeks content versus campaigns Learns from interactions and responds … social learning is applied throughout 6 the business, not just Marketing 7 Knows how being Social increases profitability10 © Copyright 2012 Hewlett-Packard Development Company, L.P. Source: Hewlett-Packard & The Customer Framework - 2011 The information contained herein is subject to change without notice.

Our Service-oriented Business Architecture to support yourSocial Business Strategy• 4 Strategic business areas• 4 Application services• A Complete integration with the foundations of the way a company “Does Business”12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

A comprehensive use cases library to stimulate your thoughtabout how evolve your own social strategy and a methodology todescribe and to implement each Use Case Resource Use Case Blueprint Empowerment Digital Brand Management • Business Values Business Areas • Business Process Workflow Product Lifecycle Innovation Customer • Functional Services Architecure Experience Optimization • Key Performace Indicatores • Case studies13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our journey towards social business excellence Discovery Workshop Engage in a • Executive-level program to stimulate new thinking around the social Social Business media opportunity Conversation Social Business Strategy Govern a Create a Social Socially-Enabled Business • Strategy consulting to create a shared agenda and a business case for Business Strategy Social Media adoption Governance & Assessment Social Intelligence Master Plan Measurement & Strategy • Business and IT consulting to design a detailed Program for Social Media Implementation Design & Delivery Planning adoption Implement a Design a Social Social Intelligence Implementation Program Socially-Enabled Intelligence Business Master Plan • Modular and iterative implementation program based on the use case roadmap defined in the Master Plan Social Intelligence Center of Expertise • Consulting package to support our clients in defining and implementing an effective and distributed Social Intelligence governance15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our Social Intelligence PortfolioMerging multiple SKILLS and DISCIPLINESStrategy Consulting with Marketing, CRM and And End-To-End IT solution, lookingCommunication competencies after infrastructure, software components, data models (specialized Best-in-class partners: consulting team) Distinctive Business Consultancy Leading Technology, seamlessly Total integrated and friendly to our Clients Customer ecosystemMultiple delivery models,including our Cloud Brokerage Solutionmodel, full outsourcingcapabilities (specialized Global EmbeddedAnalytic Service team) Service Technology Center17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Thank you Connect with us on: http://twitter.com/#!/hpb http://www.facebook.com/HPbusinessintelligence http://h30501.www3.hp.com/t5/HP-Business-Intelligence/bg-p/672 http://www.linkedin.com/groups?home=&gid=2840571&trk=anet_ug_hm© Copyright 2012 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.

HP Social Intelligence IM&A Solutions

by HP Enterprise on Jul 05, 2012

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