© 2008 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

The Big BangScott Berg

Director, Global Digital Strategy

The big bang

2 7/1/2009

Widely distributed empowering tools & services

+Changing consumer expectations and behavior

=Transformative and disruptive era

• The co-ordinates of this connection grow…

− All over the world

− Across all devices

− All the time

The internet = connection engine

3 7/1/2009

Connect to find

(Discovery)

Connect to share

(Social Media)

Connect to transact

(Commerce)

Connect to express

(Creativity)

In a connected age…

• The end of ignorance

− I can know, find, and discover peoplesreputation, competitive product attributesand pricing, and a lot more….(increasinglyanywhere and anytime)

• Rising individual media conglomerates

− I can create, combine and cull..

− I can publish, post, upload…

4 7/1/2009

In a connected age…

• New expectations

− Transparency

− Responsiveness

• New emotional truths

− Authenticity (is individual orcompany real?)

− Trust (the new critical currency)

− Purpose and values (why do youexist?)

5 7/1/2009

The connected age shifts

• Eight shifts as we move deeper into a connected age:

6 7/1/2009

Shift ONE From telling to delivering

The connected age shifts

• Eight shifts as we move deeper into a connected age:

7 7/1/2009

Shift ONE From telling to delivering

Shift TWO From 2-way marketing to multi-polar marketing

The connected age shifts

• Eight shifts as we move deeper into a connected age:

8 7/1/2009

Shift ONE From telling to delivering

Shift TWO From 2-way marketing to multi-polar marketing

Shift THREE From users to voices

The connected age shifts

• Eight shifts as we move deeper into a connected age:

9 7/1/2009

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

The connected age shifts

• Eight shifts as we move deeper into a connected age:

10 7/1/2009

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

The connected age shifts

• Eight shifts as we move deeper into a connected age:

11 7/1/2009

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

The connected age shifts

• Eight shifts as we move deeper into a connected age:

12 7/1/2009

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

The connected age shifts

• Eight shifts as we move deeper into a connected age:

13 7/1/2009

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

Shift ONE: From telling to delivering

• The proof is in the performance, the act and behavior ratherthan the message, the media and the discount

• Fund product superiority, news and customer service overmessaging

− Earned media over bought media

− Positive WOM over paid spokespeople

14 7/1/2009

Advertising

Media

Promotion

Products

Utilities & services

Customer support

Shift TWO: To multi-polar marketing

15 7/1/2009

2-way marketing

Independent mediavehicles

Simple measures

Multi-way marketing

Multi-media

Multi-measures

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 theissues of detractors

16 7/1/2009

Heavy users,specific demos?

Influencers

Advocates

Detractors?

Shift FOUR: From analog to digital

17 7/1/2009

Shift FIVE: From finding them to themfinding you

• In a connected world we move from:

• How can consumers easily find you in:

− Search

− Distributed content

− Superior performance that people speak about

18 7/1/2009

Segmentation Re-aggregation

Hunting Fishing

Broadcast/publish Search/social recos

Shift SIX: From marketing to facilitation

• The energy and control are movingfrom the marketer to the consumer tosuch a degree that the consumer nowself markets

− Finance, Pharma, Travel, Tech, Auto

• Important to support and leverage this“self marketing”

19 7/1/2009

Shift SEVEN: From engagement to utility

• Measures of digital campaign success tend to focus on howlong 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 onhow quickly and how well we fulfill particular needs

20 7/1/2009

Engagement Utility

Shift EIGHT: Moving from campaignsto ecosystems

21 7/1/2009

AwarenessConsideration

PreferencePurchase Loyalty

HPpurchase

funnel

FindDiscover TransactConfirm/Validate

Support Feedback/Share

Campaigns

Control by initiator

Fixed duration

Neat model

Clear cut roles

Ecosystems

Can be consumer initiated

Efforts released thenmonitored as digital

lasts forever

Multi-way with secondaryeffects

Blur between players