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Neil Hudsperth - Changing the Equation

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  • Presentation title in Notes Header Date in Notes Header
  • Presentation title in Notes Header Date in Notes Header
  • Presentation title in Notes Header Date in Notes Header
  • Presentation title in Notes Header Date in Notes Header Chinese mythology has it that a feather fell down from the heavens. The westerners looked at it and believed that the hard quill was useful and threw away the soft part. The Chinese (and Japanese) believed the hard part to be useless and therefore kept the soft feather to create their writings and art.
  • We refer to this internally as “Clean Sheet,” implying a completely new way of delivering and maintaining HP.com. It was announced on July 1 last year. Clean Sheet is a partnership among the HP.com team, the IT team and all of the business stakeholders across our company. Clean Sheet has three components – the most visible is the user experience layer … obviously the look of HP.com will change as a result of the Clean Sheet program. These changes are in alignment with HP’s future brand direction and in support of customer needs. Beyond that, the underlying technology components are also changing and we’ll describe that in an upcoming slide. It’s also important to note that the operational model is also changing. The HP.com organization itself has reorganized to operate more efficiently and the new HP.com site will be maintained as a partnership between HP.com team and the web section owners throughout the company. The visuals you’ll see throughout this deck are works in progress, but are intended to provide an idea of the design direction. We’ll cover the user experience strategy and the usability testing that is being conducted throughout the process to validate the designs.
  • As I mentioned, Clean Sheet is made up of three main components – each equally important. There is the design, the underlying technology and the operating model to maintain and evolve the site as we move forward.
  • Our approach to HP.com purposefully stretches the envelope – which you saw in the video just now.
  • 可以实现上传 iPhone 手机中的照片到惠普喀嚓鱼网站并完成在线冲印!
  • February 16, 2011 HP Restricted
  • [Last updated: 17 Nov 2009 – added ‘site search’ to the first bullet for FAST on the Tech Stack puzzle slide to make it obvious that FAST is being used for intra-site search.] This presentation is designed to be used in the first session with business owners and stakeholders who are scheduled to start a sprint within the next 30-45 days. At the end of this presentation, participants should understand the overall Clean Sheet program, as well as what they need to do to prepare for the next meeting. Presentation contacts: Todd Gerber and Deb Ermiger
  • Transcript

    • 1. Neil Hudspeth HP Asia Pacific & Japan March 17th, 2010 CHANGING THE EQUATION
    • 2.  
    • 3. MARKETING IS BECOMING MORE DIFFICULT
    • 4. 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
    • 5. TODAY'S CONTEXT IN AN EVOLVED NEW WORLD ©2009 HP Confidential
    • 6. DISRUPTIVE Widely distributed empowering tools & services + Changing consumer expectations and behavior Disparate levels of market maturity = Transformative and disruptive era
    • 7. 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
    • 8. ALL CONNECTED
      • Marketing VS Engagement
      • Digital media on the fringe VS Digital media underpinning all media
      • Channels VS Ecosystems
      DISCOVER SHARE TRANSACT EXPRESS
    • 9. 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
    • 10.  
    • 11. CONTACT IN A CONNECTED AGE…
      • The end of ignorance
      • Rising individual media conglomerates
    • 12. 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
    • 13.
      • AND THAT’S NOT ALL…
    • 14. SAME, SAME PHENOMENON
    • 15.
      • Shrinking functional product differentiation
      • Style-driven differentiation speeding up rapidly
      • Emotional benefits becoming increasingly important
      • One can not build long term brand loyalty through rational benefits alone
    • 16. Growth. Direction. Protection.
    • 17. Japan forum Brand: what people experience…
    • 18. 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
    • 19. OUR APPROACH CREATE AMAZING ©2009 HP Confidential
    • 20.  
    • 21. OUR BRAND ECOSYSTEM PRINCIPLES Internet Social media Mobile Other elements of the brand ecosystem (and media) Brand
    • 22. 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
    • 23. NEW HP.COM
      • To create a new HP.com within 18 months featuring world-class :
        • User experience
        • Technology stack
        • Operational model
    • 24. A NEW HP.COM 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
    • 25. HP.COM CUSTOMER JOURNEY
    • 26. 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
    • 27. 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.
    • 28. BUILDING THE ECOSYSTEM THROUGH MOBILE ©2009 HP Confidential
    • 29.  
    • 30.  
    • 31. 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
    • 32. 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
    • 33.
      • Create or enable mobile-specific content and services
      HP 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
    • 34. 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
    • 35. MDM MINISITE HOME PAGE Broad HP offer (all BUs and CM) Call to action and brand survey HOME PAGE PRINTERS
    • 36. MDM MINISITE CALL TO ACTION AND FRIEND REFERRAL BRAND SURVEY DESKTOPS
    • 37.
      • 1. SNS aggregator
      APPS Miniblog portals Videos portals
    • 38. SOCIAL ©2009 HP Confidential
    • 39.  
    • 40.  
    • 41.
      • 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
      OUR SOCIAL MEDIA STRATEGY FRAMEWORK 1 TRANSFORM 2 LISTEN AND UNDERSTAND 3 ENGAGE 4 EMPOWER 5 ACCELERATE & INCUBATE
    • 42.
      • 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
    • 43.
    • 44. 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
    • 45. 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?
    • 46. TOUCHSMART COMMUNITY
    • 47. TWITTER SKINS
    • 48. SOCIAL SHARING: “CREATE CHANGE”
    • 49. SOCIAL SHARING: “CREATE CHANGE”
    • 50.  
    • 51. SOCIAL NETWORK PRIORITIZATION WW FOCUS REGIONAL FOCUS
    • 52.
      • 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
    • 53. TEN WAYS TO MEASURE A CAMPAIGN
      • Sales
      • Leads
      • Traffic
      • Interaction
      • Search marketing
      • PR (and buzz)
      • Brand metrics (value, reputation, recognition, perception, etc)
      • Customer engagement (and content)
      • Retention
      • Profits
    • 54. MEASURING AND DEFINING ROI
    • 55. MEASURING AND DEFINING ROI
      • Marketing works best when brands engage with their audiences.
      • PR (and buzz)
      • Brand metrics (value, reputation, recognition, perception, feelings, associations, etc)
      • Customer engagement (and content)
    • 56. MEASURING AND DEFINING ROI
      • Define your marriages and support networks within the ecosystem
    • 57. MEASURING AND DEFINING ROI
      • Define 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
    • 58. Thank you Neil Hudspeth

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