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The Big Bang
Scott Berg
Director, Global Digital Strategy




© 2008 Hewlett-Packard Development Company, L.P.
The informa...
The big bang
    Widely distributed empowering tools & services

                              +
    Changing consumer exp...
The internet = connection engine
•   The co-ordinates of this connection grow…
    − All over the world
    − Across all d...
In a connected age…
•   The end of ignorance
    − I can know, find, and discover peoples
      reputation, competitive pr...
In a connected age…
•   New expectations
    − Transparency
    − Responsiveness
•   New emotional truths
    − Authentici...
The connected age shifts
•   Eight shifts as we move deeper into a connected age:
Shift ONE       From telling to deliveri...
The connected age shifts
•   Eight shifts as we move deeper into a connected age:
Shift ONE       From telling to deliveri...
The connected age shifts
•   Eight shifts as we move deeper into a connected age:
Shift ONE       From telling to deliveri...
The connected age shifts
•   Eight shifts as we move deeper into a connected age:
Shift ONE       From telling to deliveri...
The connected age shifts
•    Eight shifts as we move deeper into a connected age:
Shift ONE        From telling to delive...
The connected age shifts
•    Eight shifts as we move deeper into a connected age:
Shift ONE        From telling to delive...
The connected age shifts
•    Eight shifts as we move deeper into a connected age:
Shift ONE        From telling to delive...
The connected age shifts
•    Eight shifts as we move deeper into a connected age:
Shift ONE        From telling to delive...
Shift ONE: From telling to delivering
• The proof is in the performance, the act and behavior rather
  than the message, t...
Shift TWO: To multi-polar marketing


                2-way marketing
                                    Multi-way market...
Shift THREE: From users to voices
•    In a connected age everyone is a media conglomerate-
     Word of Mouth is the curr...
Shift FOUR: From analog to digital




17   7/1/2009
Shift FIVE: From finding them to them
finding you
•    In a connected world we move from:

                     Segmentati...
Shift SIX: From marketing to facilitation
•    The energy and control are moving
     from the marketer to the consumer to...
Shift SEVEN: From engagement to utility
•    Measures of digital campaign success tend to focus on how
     long a person ...
Shift EIGHT: Moving from campaigns
to ecosystems
                           Campaigns                            Ecosystem...
The "Big Bang" of Consumer and Business Marketing - Scott Berg
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The "Big Bang" of Consumer and Business Marketing - Scott Berg

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A transformational and disruptive marketing era is fast approaching. Your prospects, customers (and former customers) are leveraging social media tools and initiating conversations about your product or service; with or without you. The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets, making word of mouth the new currency of choice. In this complex matrix of consumer behavior, marketers must shift from campaign management to ecosystem management.

Published in: Business, Technology
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  • Very well said! Particularly slide 21. There needs to be a shift emphasizing the power of social media in terms of building sustainable ecosystems for consumers. Very well put together!
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  • Thank you Scott for so eloquently summing up what I've been trying to say for years... Glad to know too that you're helping HP 'get it'. I've participated in half a dozen pitches this year across several verticals in the Fortune 200 asking for your very presentation. One thing I would note, you mention that campaigns are 'neat models', assuming you're talking about measuring effectiveness...well truthfully, they're still messy. And figuring out the contribution of digital in the MMM sure ain't gonna be easy, but its a must-do, right?
    Cheers,
    Joel Johnson
    http://thinkseedodifferently.blogspot.com/
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Transcript of "The "Big Bang" of Consumer and Business Marketing - Scott Berg"

  1. 1. The Big Bang Scott Berg Director, Global Digital Strategy © 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
  2. 2. The big bang Widely distributed empowering tools & services + Changing consumer expectations and behavior = Transformative and disruptive era 2 7/1/2009
  3. 3. The internet = connection engine • The co-ordinates of this connection grow… − All over the world − Across all devices − All the time Connect to find Connect to share Connect to transact Connect to express (Discovery) (Social Media) (Commerce) (Creativity) 3 7/1/2009
  4. 4. In a connected age… • The end of ignorance − I can know, find, and discover peoples reputation, competitive product attributes and pricing, and a lot more….(increasingly anywhere and anytime) • Rising individual media conglomerates − I can create, combine and cull.. − I can publish, post, upload… 4 7/1/2009
  5. 5. In a connected age… • New expectations − Transparency − Responsiveness • New emotional truths − Authenticity (is individual or company real?) − Trust (the new critical currency) − Purpose and values (why do you exist?) 5 7/1/2009
  6. 6. The connected age shifts • Eight shifts as we move deeper into a connected age: Shift ONE From telling to delivering 6 7/1/2009
  7. 7. 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 7 7/1/2009
  8. 8. 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 8 7/1/2009
  9. 9. 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 9 7/1/2009
  10. 10. 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 10 7/1/2009
  11. 11. 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 11 7/1/2009
  12. 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 12 7/1/2009
  13. 13. 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 7/1/2009
  14. 14. Shift ONE: From telling to delivering • The proof is in the performance, the act and behavior rather than the message, the media and the discount • Fund product superiority, news and customer service over messaging − Earned media over bought media − Positive WOM over paid spokespeople Advertising Products Media Utilities & services Promotion Customer support 14 7/1/2009
  15. 15. Shift TWO: To multi-polar marketing 2-way marketing Multi-way marketing Independent media Multi-media vehicles Multi-measures Simple measures 15 7/1/2009
  16. 16. Shift THREE: From users to voices • In a connected age everyone is a media conglomerate- Word of Mouth is the currency of choice we should focus on • Must target influencers, support advocates and address the issues of detractors Influencers Heavy users, Advocates specific demos? Detractors? 16 7/1/2009
  17. 17. Shift FOUR: From analog to digital 17 7/1/2009
  18. 18. Shift FIVE: From finding them to them finding you • In a connected world we move from: Segmentation Re-aggregation Hunting Fishing Broadcast/publish Search/social recos • How can consumers easily find you in: − Search − Distributed content − Superior performance that people speak about 18 7/1/2009
  19. 19. Shift SIX: From marketing to facilitation • The energy and control are moving from the marketer to the consumer to such a degree that the consumer now self markets − Finance, Pharma, Travel, Tech, Auto • Important to support and leverage this “self marketing” 19 7/1/2009
  20. 20. Shift SEVEN: From engagement to utility • Measures of digital campaign success tend to focus on how long a person spends with the brand under the banner of ‘engagement’ − Total page views, total time spent, number of interactions performed • We need to stop elongating the game- focusing instead on how quickly and how well we fulfill particular needs Engagement Utility 20 7/1/2009
  21. 21. Shift EIGHT: Moving from campaigns to ecosystems Campaigns Ecosystems Can be consumer initiated Control by initiator Efforts released then Fixed duration monitored as digital lasts forever Neat model Multi-way with secondary effects Clear cut roles Blur between players Discover Find Confirm/ Transact Support Feedback/Share Validate HP Consideration purchase Awareness Purchase Loyalty funnel Preference 21 7/1/2009
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