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Redefining a Category    Through Social    Signal San Francisco | March 21st, 2012Natalie Malazenko, Director, WW Digital ...
Spectre: The Premium Ultrabook
Countdown & Tease
Perceptions Form
2nd Teaser Showing Features
Perception Evolved
Breaking Through CES Noise© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is su...
Throw a Party
First Ever Live Streamed Concert on Twitter to Celebrate Spectre                                            • Over 1450 bl...
First Ever Live Streamed Concert on Twitter to Celebrate Spectre                                       • #TiestoLive, tren...
Did it work?© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to chang...
“Everyone knows that when it comes to great-looking laptops,Apple leads the way. Or, at least, used to lead the way. Until...
Ultrabook Mentions                            HPHP UltrabooksMentioned              Samsungmore in Ultrabook          Dell...
Momentum© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change wi...
Spectre Eclipsehpeclipse.com#SpectreEclipse
Thank you @NatalieMalas natalie.malaszenko@hp.com© Copyright 2011 Hewlett-Packard Development Company, L.P.The information...
HP - Zigging While They Zag: Redefining a Category Through Social
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HP - Zigging While They Zag: Redefining a Category Through Social

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  • Mentions:UnfilteredProducts included in analysis (source: Wikipedia “Ultraboooks”):HP: Spectre, FolioSamsung: Series 5, Series 9Dell: XPS 13Asus: ZenbookAcer: Aspire S3Toshiba: Portege Z830, Z835Lenovo: U300Sentiment – Machine sentiment using Radian6 “widget” keyword analysis
  • Mentions:UnfilteredProducts included in analysis (source: Wikipedia “Ultraboooks”):HP: Spectre, FolioSamsung: Series 5, Series 9Dell: XPS 13Asus: ZenbookAcer: Aspire S3Toshiba: Portege Z830, Z835Lenovo: U300Sentiment – Machine sentiment using Radian6 “widget” keyword analysis
  • Transcript of "HP - Zigging While They Zag: Redefining a Category Through Social"

    1. 1. Redefining a Category Through Social Signal San Francisco | March 21st, 2012Natalie Malazenko, Director, WW Digital Marketing & Social Media
    2. 2. Spectre: The Premium Ultrabook
    3. 3. Countdown & Tease
    4. 4. Perceptions Form
    5. 5. 2nd Teaser Showing Features
    6. 6. Perception Evolved
    7. 7. Breaking Through CES Noise© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
    8. 8. Throw a Party
    9. 9. First Ever Live Streamed Concert on Twitter to Celebrate Spectre • Over 1450 blogs written about live stream with pick up in U.S., UK, Netherlands, Japan, & others, showing amazing Global Reach • Mashable Article 2nd most shared article of the week and it launched on a Friday.
    10. 10. First Ever Live Streamed Concert on Twitter to Celebrate Spectre • #TiestoLive, trended #1 Worldwide ORGANICALLY beating #CES Buzz • #TiestoLive rose total HP CES buzz to be the most mentioned tech brand in timeframe:
    11. 11. Did it work?© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
    12. 12. “Everyone knows that when it comes to great-looking laptops,Apple leads the way. Or, at least, used to lead the way. Until HPannounced their new design at the Consumer Electronics Showin Las Vegas. […]The Spectre is thin and extremely portable asyoud expect from an Ultrabook -- but its also drop-deadgorgeous.” – Gary Krakow
    13. 13. Ultrabook Mentions HPHP UltrabooksMentioned Samsungmore in Ultrabook DellDiscussions than any ASUSother Windows PC Acermanufacturer. Toshiba Lenovo
    14. 14. Momentum© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
    15. 15. Spectre Eclipsehpeclipse.com#SpectreEclipse
    16. 16. Thank you @NatalieMalas natalie.malaszenko@hp.com© Copyright 2011 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
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