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Smis sat 0830 natalie malaszenko
 

Smis sat 0830 natalie malaszenko

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    Smis sat 0830 natalie malaszenko Smis sat 0830 natalie malaszenko Presentation Transcript

    • 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.
    • HP ENVY 14 Spectre2 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 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. The information contained herein is subject to change without notice.
    • 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 Company, L.P. The information contained herein is subject to change without notice.
    • 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 is subject to change without notice.
    • 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.
    • 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.
    • 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.
    • What about the Spectre?13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • 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
    • 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.
    • Momentum16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • #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.
    • #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.
    • @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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Thank You! @nataliemalas26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.