The document discusses 8 shifts that marketing is experiencing as it moves into a more connected age. These shifts include moving from telling to delivering, from 2-way marketing to multi-polar marketing, from users to voices, and from campaigns to ecosystems. The document also provides recommendations for building ambassadors and advocates by enabling emerging ambassadors to communicate and engage others, fueling social media expansion.

1. ©2009 HP Confidential1 ©2009 HP Confidential1
THE BIG BANG:
REVOLUTION
OR
EVOLUTION?
ScottBerg–SeniorDirector,DigitalMarketing&eCommerce
+18324583842
scott.berg@ihs.com
@scottberg
Information | Analytics | Expertise

2. ©2009 HP Confidential2
Upheaval
Re-invention
Innovation
MARKETING IS CONTINUING TO
EXPERIENCE…

3. ©2009 HP Confidential3
• Oil Prices
• FED policies
• Mixed economic data
• Focus on CAGR and Net Profit
• Expectations of the street
• International tensions
CHANGE IS IN THE AIR

4. ©2009 HP Confidential4
Widely distributed empowering tools & services
+
Changing consumer AND business expectations
and behavior
=
Transformative and disruptive era
THE BIG BANG

5. ©2009 HP Confidential5
Connect to find
(Discovery)
Connect to share
(Social Media)
Connect to transact
(Commerce)
Connect to express
(Creativity)
– The co-ordinates of this connection grow…
• All over the world
• Across all devices and platforms
• All the time
• Across all businesses
THE INTERNET = CONNECTION ENGINE

6. ©2009 HP Confidential6
IN A CONNECTED AGE…
– The end of ignorance
• I can know, find, and discover people
and business reputations, rankings,
competitive product attributes, pricing,
service, experiences and a lot more….
(increasingly anywhere and anytime)
– Rising individual media
conglomerates
• I can create, combine and cull…
• I can publish, post, upload…
• I can share my good and bad
experiences
• I have a voice
• I can change/control the conversation

7. ©2009 HP Confidential7
– 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?)
IN A CONNECTED AGE…

8. ©2009 HP Confidential8
– 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
THE CONNECTED AGE SHIFTS

9. ©2009 HP Confidential9
Advertising
Media
Promotion
Products
Utilities & services
Customer support
– The proof is in the performance, the act and behavior rather than the
message, the media and the discount…Say What You Do / Do What
You Say
– Fund product superiority, news and customer service over messaging
• Earned media over bought media
• Positive WOM over paid spokespeople
SHIFT ONE: FROM TELLING TO DELIVERING

10. ©2009 HP Confidential10
SHIFT TWO: TO MULTI-POLAR MARKETING
2-way marketing
Independent media
vehicles
Simple measures
Multi-way marketing
Multi-media
Multi-measures and
completely different than
we’ve measured in past

11. ©2009 HP Confidential11
SHIFT THREE: FROM USERS TO VOICES
– In a connected age everyone is a media conglomerate - Word of
Mouth is one of the currency of choices to focus on
– Must target influencers, support advocates and address the issues of
detractors
Heavy users,
specific demo
targets
Influencers
Advocates
Detractors

12. ©2009 HP Confidential12
SHIFT FOUR: FROM DIGITAL TO ANALOG
Everything is digital
Loss of
human touch
Tradeshows
Events
Sales support
Customer support
– Past 10 years we’ve focused on digital shift / growth
– There is no more “digital marketing” only marketing
– Sales support tools to drive 1:1 interaction
– Enhance and support the “customer experience”
– Stand out by going “old school”

13. ©2009 HP Confidential13
SHIFT FIVE: FROM FINDING THEM TO THEM
FINDING YOU
– In a connected world we move from:
– How can consumers / businesses easily find you in:
• Search
• Distributed content
• Advocates
• Social – Blogs, Twitter, Linkedin, etc.
• Ratings/Reviews
Segmentation Re-aggregation
Hunting Fishing
Broadcast/publish Search/social recos

14. ©2009 HP Confidential14
SHIFT SIX: FROM MARKETING TO
FACILITATION
– Energy and control have moved
from the marketer to the
consumer / business user to such
a degree that they now self
markets
• Finance, Pharma, Travel, Tech, Auto
– 58% perform online research
before calling / engage*
– Important to support and
leverage this “self marketing”
– Support advocates
*Pew Research Center

15. ©2009 HP Confidential15
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

16. ©2009 HP Confidential16
SHIFT EIGHT: MOVING FROM CAMPAIGNS
TO ECOSYSTEMS
Awareness
Consideration
Preference
Purchase Loyalty
FindDiscover TransactConfirm/
Validate
Support Feedback/Share
Campaigns
Control by initiator
Fixed duration
Neat model
Clear cut roles
Ecosystems
Can be consumer initiated
Released then monitored
as digital
lasts forever
Multi-way with secondary
effects
Blur between players
Experience

17. ©2009 HP Confidential17
2015 TOP INITIATIVES
– Content, Content, Content
– Site and content SEO maximization
– Sharing – develop out ecosystem
– Sales / Lead Generation – focus on the journey
– Customer support / experience
– Metrics
– Simplify / Reduce complexity
– Variable vs. Fixed budgets
– Capital spend opportunities
– Device growth
– International
– Ruthless prioritization

18. ©2009 HP Confidential18
WHEN BUDGETS GET TIGHT…

19. ©2009 HP Confidential19
FOCUS ON…

20. ©2009 HP Confidential20
2
3
Enable ways for emerging
ambassadors / advocates
to easily communicate,
engage and inform others
Ambassadors /
Advocates
(customers, retirees,
employees) create
the foundation
Result: social media fuels
acceleration to expand the
base of ambassadors /
advocates
1
BUILDING AMBASSADORS / ADVOCATES

21. ©2009 HP Confidential21
AMBASSADOR / ADVOCATE INTEGRATION
Twitter Aggregation Page
Follow icons
RSS Reader
Community API
Search Indexing
ActiveCast
Community API
ActiveCast (Polls,
Talkback)
Social Sharing
Tweet This
Facebook Connect
Widgets
Community
social network
integration
RSS
Subscriptions
RSS Reader/
FeedBurner
3rd Party API (Twitter, Facebook)
RSS Reader
Follow/
Become Fan
Tweets
Status Updates
News
Members
Community UI
3rd Party
Social
Networks
Blogs (and
comments)
Forums (and
polls)
Tribal
Knowledge
Base
Contests (and
ideas)
Accounts on:
Facebook
LinkedIn
Twitter
YouTube
Users social network on:
Facebook
Twitter
LinkedIn
YouTube
ActiveCast
in Widgets
.com Site
Company
Communities
Branded
Social
Networks

22. ©2009 HP Confidential22
SOCIAL EXPANSION
SOCIAL CORPORATE SEARCH
HOME
PAGE BUS A BUS B BUS C SUPPORT
RSS/Atom subscriptions
Social sharing
User generated tagging
Customer ratings and reviews
Leveraging connections and social
graph (FB connect)
Community roll out and UGC
integration (forums, blogs, ideas)
Chat with expert
3rd party social network integration
(Twitter, YouTube, Facebook)

23. ©2009 HP Confidential23
MOBILE EXPANSION
MOBILE CORPORATE SEARCH
HOME
PAGE BUS A BUS B BUS C SUPPORT
Mobile web
Mobile commerce
Mobile partner/retail locator
Mobile configurator
Send to phone
Mobilizing social (ratings/reviews,
communities, content sharing)
Mobile search
Geo-location/location based services
Mobile product comparison
Physical to web (bar code,
QR code, tagging)