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
Japan forum Brand: what people experience… … must be supported and managed in order to build a distinctive and positive reputation Brand personality & communications Brand positioning Strategy, Vision & values Brand propositions Reward & motivation Bringing the brand alive Actions & behaviours Stakeholder experience
OUR BRAND ECOSYSTEM PRINCIPLES Internet Social media Mobile Other elements of the brand ecosystem (and media) Brand
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
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 ‘ L eapfrog ’ approach (design & technology) HP Today Future Leverage best practices from world-class examples to leapfrog the competition
Search Promotion through search Search 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.
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 Content syndication, promotion, acquisition MOBILE .COM INTEGRATION Retail platform OOH MOBILE SPECIFIC (.MOBI) MOBILE REACH DEVICE DETECTION Mobile commerce Social mobile extensions (i.e. ratings and reviews) Mobile SEO Store/partner locator Mobile messaging gateway Send info to phone Geo location Mobile couponing Mobile configurator
BUILDING AMBASSADORS 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. 2 3 1
MATURITY MODEL Setting the Context Understanding the Landscape Create the Relationship Find the Sweet Spot ENGAGE What’s the best method & platform for engagement? LISTEN What’s already being said, where and by who? PLAN What do I want to achieve for HP? HP MARKETING PLAN Measurement ANALYSE What are the insights to leverage?