Ivy Worldwide Overview

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Overview and capabilities of Ivy Worldwide

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  • So our challenge here was two-fold. One, get a view on social media as there are many, many different ways of connecting with people and two, ensure that what we were going to do was a holistic and measurable program. Holistic in that it would not only benefit sales, but the all of HP from product development to service and support. Measurable in meaningful ways that go beyond tone, impressions and sentiment.  
  • Ivy Worldwide Overview

    1. 1. Ivy Worldwide Overview Confidential Ivy Worldwide ©2009 Ivy Worldwide
    2. 2. <ul><li>Recognized by Aberdeen as Best in Class for Social Media </li></ul><ul><li>Governing members of WOMMA </li></ul><ul><li>Teach WOM at Universities of Texas, Washington </li></ul><ul><li>Social Media Training – Major corporations, Middle East, Asia </li></ul><ul><li>Deans for Social Media/WOM Certificate Course for WOMMA </li></ul>Who is Ivy Worldwide? Zanerva Confidential Ivy Worldwide ©2009 Ivy Worldwide
    3. 3. <ul><li>Word-of-Mouth Marketing Association Wommie Award – Best WOM Campaign </li></ul><ul><li>Promo’s Pro Award – Best Social Media/WOM Campaign under $250K </li></ul><ul><li>Summit International Marketing Effectiveness Award – Most Effective Social Media/WOM Campaign on a Budget </li></ul><ul><li>HP Circle Award – Best Overall Marketing Campaign (HP Internal Worldwide Award for Marketing Effectiveness) </li></ul><ul><li>Ad:tech Limelight Award – Finalist Best Social Media/WOM Campaign </li></ul><ul><li>Small Biz Windows Innovators of the Year Award – Most Innovative Social Media Firm/Approach </li></ul>Ivy Worldwide Awards Confidential Ivy Worldwide ©2009 Ivy Worldwide
    4. 4. <ul><li>Word-of-mouth (WOM) and customer co-marketing alone do not comprise a comprehensive marketing plan, and Ivy Worldwide understands this </li></ul><ul><li>We believe WOM marketing efforts are most successful when paired with a broader marketing campaign   </li></ul><ul><li>Ivy Worldwide amplifies and extends marketing strategies within the context of a WOM marketing program, so as to achieve maximum impact for the associated investment </li></ul>WOM Overview Confidential Ivy Worldwide ©2009 Ivy Worldwide
    5. 5. Terminology Applied Confidential Ivy Worldwide ©2009 Ivy Worldwide WOM Building Programs Social Media/Influencers/Bloggers The Medium Consumer Generated Media (CGM)/Blogging The Message Word-of-Mouth-Marketing (WOM) The Discipline Integrated Marketing
    6. 6. Social Media Landscape © 2009 Omniture Inc, rss
    7. 7. Ivy Model – WOM Amplified <ul><li>Outside Communities </li></ul><ul><li>Search </li></ul><ul><li>Email </li></ul><ul><li>Social Media Sites </li></ul>Network Effect <ul><li>Campaign Aspects </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Contest </li></ul><ul><li>Product </li></ul><ul><li>Community </li></ul><ul><li>Conversation </li></ul><ul><li>Search </li></ul><ul><li>CGM </li></ul><ul><li>Momentum </li></ul><ul><li>Global </li></ul><ul><li>Consumer Control </li></ul><ul><li>Viral </li></ul><ul><li>Sales </li></ul>Confidential Ivy Worldwide ©2009 Ivy Worldwide
    8. 8. Blogs Rule Search <ul><li>B.L.O.G. = Better Listings On Google </li></ul><ul><li>Most searches have a disproportionate number of blogs in the top 20 results </li></ul><ul><li>Customers are looking for third-parties to help them decide </li></ul><ul><li>These third-party endorsements are key drivers for: </li></ul><ul><ul><li>Buying criteria </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Brands/products to consider/drop </li></ul></ul><ul><ul><li>Features to look for/avoid </li></ul></ul>4 of the top 5 Results are for Blogs Confidential Ivy Worldwide ©2009 Ivy Worldwide
    9. 9. Social/WOM Targets Level of Engagement Number of participants Reach and Influence Program benefits and level of engagement are tied to reach and influence with members being tiered accordingly Non - Managed Relationships <ul><li>Webcasts/chats visitors </li></ul><ul><li>Website registrants </li></ul><ul><li>New or non-core target blogs </li></ul><ul><li>User groups </li></ul><ul><li>More than 5,000+ people per site/platform </li></ul>Breadth Many Few Managed Relationships Tier 1 & Tier 2 influencers Individuals who have the ability to Influence their social networks due to their reach and/or influence Tier 1 Influencers <ul><li>Direct Connections </li></ul><ul><ul><ul><li>Related Communities </li></ul></ul></ul><ul><ul><ul><li>Private forum members </li></ul></ul></ul><ul><ul><ul><li>Roughly 5,000-10,000 people </li></ul></ul></ul><ul><li>Most Influential/ Relevant Bloggers (250+) </li></ul><ul><li>Enthusiasts </li></ul>Roughly 10% of the Web users create the consumer generated content viewed by the other 90% Non-Managed Relationships are the ‘minor leagues’ to identify future influencers Confidential Ivy Worldwide ©2009 Ivy Worldwide
    10. 10. The Influencer Continuum Marketers require a holistic approach to influencers Confidential Ivy Worldwide ©2009 Ivy Worldwide Influencer Company Custom Content Portal .com Readers Other Influencers Mainstream Media Wide Spread Promotion Via: Posts Forums Affiliate Program Video RSS Twitter Search
    11. 11. WOM Touches Every Part Of The Business Measurement Throughout
    12. 12. Case Study: HP WOM B2C <ul><li>HP’s 31 Days of the Dragon </li></ul><ul><li>Provided 31 HDX “Dragon” systems to 31 influencers/bloggers to give away to readers over 31 days (one per site) </li></ul><ul><li>Sites could give them away any way they wanted </li></ul><ul><li>We only asked they: </li></ul><ul><ul><ul><ul><li>Give the unit away </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promote the other sites in the campaign </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Give them away on a date randomly chosen by us </li></ul></ul></ul></ul><ul><li>HP’s Gift of Magic </li></ul><ul><li>Goal: Create a campaign to make impact over holiday season </li></ul><ul><li>Provided 50 bloggers/influencers 6 PCs </li></ul><ul><li>and printer to give away over holiday season </li></ul><ul><li>Same rules as 31 Days </li></ul><ul><li>Asked bloggers/influencers to encourage readers to giveaway portion of prize pack to others (family, friends, charity) </li></ul><ul><li>Supported by social media ad placement that promoted influencer sites </li></ul><ul><li>TX-1000 Notebook Design </li></ul><ul><li>Goal: get credit for HP design/launch TX-1000 </li></ul><ul><li>Asked 200 bloggers/influencers to tell HP what features they want in a notebook </li></ul><ul><ul><li>Done in Ivy’s private forum (IN Network) </li></ul></ul><ul><ul><li>Launched at Gnomedex (largest blogger only conference) </li></ul></ul><ul><ul><li>HP used suggestions which included what they liked and disliked with competitors </li></ul></ul>Different markets, different audiences, different goals – one WOM program <ul><li>Dv2 Back to School </li></ul><ul><ul><ul><li>Goal: Drive sales during BTS and position dv2 as a college must-have </li></ul></ul></ul><ul><ul><ul><li>Done in three phases to support overall campaign and drives sales </li></ul></ul></ul><ul><ul><li>Support HP’s NBA/dv2 microsite </li></ul></ul><ul><ul><li>Content generation to showcase the dv2 </li></ul></ul><ul><ul><li>Make the dv2 cool and a must-have for students with college blogs throwing parties in a box using the dv2 to run the party </li></ul></ul><ul><ul><ul><li>Locations: LA, Chicago, NYC </li></ul></ul></ul>
    13. 13. Case Study HP WOM – Results <ul><li>HP’s 31 Days of the Dragon </li></ul><ul><li>84% sales increase HDX Dragon (m/m HPshopping.com) </li></ul><ul><li>20% increase in traffic to HPshopping.com </li></ul><ul><li>10% increase in overall sales at HPshopping.com </li></ul><ul><li>380,000 Google links </li></ul><ul><li>50+ million people saw the campaign (Alexa) </li></ul><ul><ul><li>50% increase in traffic to influencers sites </li></ul></ul><ul><ul><li>Product had been shipping for 9 months before campaign </li></ul></ul><ul><li>HP’s Gift of Magic </li></ul><ul><li>Drove sizeable sales during tough economic downturn </li></ul><ul><li>980,000 Google links </li></ul><ul><li>65+ million people saw the campaign (Alexa) </li></ul><ul><ul><li>40% increase in traffic to influencers sites </li></ul></ul><ul><li>Get a gift/give gift campaign spurred flurry of great content as products were given hospitals, charities, soldiers, those in need, etc. </li></ul><ul><li>Showed the power of third-party endorsements in overall campaign/ads </li></ul><ul><li>TX-1000 Notebook Design </li></ul><ul><li>Features suggested were used in the TX-2000 </li></ul><ul><li>HP also got valuable insight on competitors from people that review 150+ systems a year </li></ul><ul><li>Influencers took credit for the HP design and helped launch “the product they helped design” </li></ul><ul><li>Began real relationship of listening and a true mutual admiration society between HP and influencers </li></ul><ul><li>Enabled us to run other programs </li></ul>HP consistently given credit for “doing it right” by influencers/pundits <ul><li>Dv2 Back to School </li></ul><ul><ul><ul><li>47% 1 st month/71% 2 nd month sales increase (HPshopping.com) </li></ul></ul></ul><ul><ul><ul><li>Included significant positive influencer and audience discussion of Windows Vista (at EOL) </li></ul></ul></ul><ul><ul><ul><li>11.5+ million people saw the campaign (Alexa) </li></ul></ul></ul><ul><ul><ul><li>23,171 total Google back links </li></ul></ul></ul><ul><ul><ul><li>300+ content assets created </li></ul></ul></ul><ul><ul><ul><li>Influencers continue to develop content about their everyday use of the dv2 in college setting </li></ul></ul></ul>

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