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Launching a Product Through SocialMedia: SpectreNatalie MalaszenkoHead of WW Digital Marketing & Social MediaHP Printing &...
HP ENVY 14 Spectre2   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subje...
Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012
Countdown & Tease On Hp.Com To Launch Of Spectre At CES 20124   © Copyright 2012 Hewlett-Packard Development Company, L.P....
Incorrect Perception’s Formed: Perceived As Worlds’ Thinnest Ultrabook
Released 2nd Teaser Showing Side Of Spectre And HighlightingFeatures
Released 2nd Teaser Showing Side Of Spectre And HighlightingFeatures7   © Copyright 2012 Hewlett-Packard Development Compa...
Perception Evolved: Conversations shifted from speculations of‘thinnest’ to design and features
Breaking through the Noise9   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein ...
How to Break Through the CES Noise? Throw a Party!  10   © Copyright 2012 Hewlett-Packard Development Company, L.P. The in...
First Ever Live Streamed Concert on Twitter to Celebrate Spectre                                                          ...
First Ever Live Streamed Concert on Twitter to Celebrate Spectre                                                          ...
What about the Spectre?13   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is...
Significant Traffic & Research on Website• Spectre content highly  shared across social  network bringing a 437%  lift in ...
Customer’s Heavily Researching Spectre•      5000%+ increase in searches for HP Spectre•      Search campaign averaging10....
Momentum16   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to cha...
#SpectreEclipse F2UF2U (flock 2 Unlock) and gamingmechanics drove momentum forSpectre.Twitter community tweeted answers to...
#SpectreEclipse F2U•     97% positive sentiment•     30% of people interacting with      #spectreeclipse tweets went back ...
@charleslu1   42,434 followers                                                                                            ...
Did it lift the category for HP?20   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained ...
Spectre Campaigns, CES launch, #SpectreEclipse had lasting   impact on conversations & interest for HP notebooks as a cate...
Overall Conversation Impact#SpectreEclipse had direct, positive impact on HP ultrabook mentions 600 500 400 300 200 100   ...
Campaign had positive impact on Overall US Online sales                                                                   ...
Launching a Product through social     does and can work.24   © Copyright 2012 Hewlett-Packard Development Company, L.P. T...
Tips1. Think through the pre-launch and early buzz2. Listen, listen, listen. And Change.3. Break Through the Noise. Disrup...
Thank You! @nataliemalas26   © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein i...
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Smis sat 0830 natalie malaszenko

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  1. 1. Launching a Product Through SocialMedia: SpectreNatalie MalaszenkoHead of WW Digital Marketing & Social MediaHP Printing & Personal Systems Group1 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  2. 2. HP ENVY 14 Spectre2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  3. 3. Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012
  4. 4. Countdown & Tease On Hp.Com To Launch Of Spectre At CES 20124 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  5. 5. Incorrect Perception’s Formed: Perceived As Worlds’ Thinnest Ultrabook
  6. 6. Released 2nd Teaser Showing Side Of Spectre And HighlightingFeatures
  7. 7. Released 2nd Teaser Showing Side Of Spectre And HighlightingFeatures7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  8. 8. Perception Evolved: Conversations shifted from speculations of‘thinnest’ to design and features
  9. 9. Breaking through the Noise9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  10. 10. How to Break Through the CES Noise? Throw a Party! 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  11. 11. 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 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  12. 12. First Ever Live Streamed Concert on Twitter to Celebrate Spectre Over 1450 blogs written about live stream Mashable Article 2nd most shared of the week & it launched on a Friday “undeniably game- changing” 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  13. 13. What about the Spectre?13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  14. 14. Significant Traffic & Research on Website• Spectre content highly shared across social network bringing a 437% lift in traffic back to the Spectre website• Average of 2.8 min spent on Homepage• 76% of visits entering via the home page also viewed the Specs page
  15. 15. Customer’s Heavily Researching Spectre• 5000%+ increase in searches for HP Spectre• Search campaign averaging10.63% CTR• Mobile search campaign averaging11.31% CTR Search Terms % change in growth last 30 days 1. hp envy spectre +5000% 2. hp spectre +5000% 3. hp envy 14 +100% 4. hp deskjet 3050a +70% 5. hp folio +60%15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  16. 16. Momentum16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  17. 17. #SpectreEclipse F2UF2U (flock 2 Unlock) and gamingmechanics drove momentum forSpectre.Twitter community tweeted answers toSpectre questions to cause virtualeclipse and unlock prizes.17 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  18. 18. #SpectreEclipse F2U• 97% positive sentiment• 30% of people interacting with #spectreeclipse tweets went back to hp.com/spectre• 14% twitter engagement rate (double industry average)• Nearly 10,000 product tweets created• 160,000 site visits in three weeks• Reached Apple audience : Majority of visits from Apple Devices18 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  19. 19. @charleslu1 42,434 followers @AlexInHouston 32,504 followers @Riela2 37 followers @LiveTheLime 142 followers @JoshHalvorson 35 followers19 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  20. 20. Did it lift the category for HP?20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  21. 21. Spectre Campaigns, CES launch, #SpectreEclipse had lasting impact on conversations & interest for HP notebooks as a category Increase in baseline of total conversations for Notebooks, Globally 1/1/12 to 4/1/12 10/1/11-12/30/1110/1/2011 11/1/2011 12/1/2011 1/1/2012 2/1/2012 3/1/2012 21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  22. 22. Overall Conversation Impact#SpectreEclipse had direct, positive impact on HP ultrabook mentions 600 500 400 300 200 100 0 #SpectreEclipse Ultrabook22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  23. 23. Campaign had positive impact on Overall US Online sales 2nd Week of Spectre Eclipse Contest Online US Sales 33 36 31 7 10 28K Week 3/17 3/24 3/31 Ending(2)23 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  24. 24. Launching a Product through social does and can work.24 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  25. 25. Tips1. Think through the pre-launch and early buzz2. Listen, listen, listen. And Change.3. Break Through the Noise. Disrupt.4. Drive Momentum.25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  26. 26. Thank You! @nataliemalas26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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