The Big Bang: Revolution or Evolution? - Scott Berg [ Energy Digital Summit 2015]

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Transcript of The Big Bang: Revolution or Evolution? - Scott Berg [ Energy Digital Summit 2015]

  • 2009 HP Confidential 1 2009 HP Confidential 1

    THE BIG BANG: REVOLUTION OR EVOLUTION?

    Scott Berg Senior Director, Digital Marketing & eCommerce +1 832 458 3842 [email protected] @scottberg

    Information | Analytics | Expertise

  • 2009 HP Confidential 2

    Upheaval

    Re-invention

    Innovation

    MARKETING IS CONTINUING TO EXPERIENCE

  • 2009 HP Confidential 3

    Oil Prices FED policies Mixed economic data Focus on CAGR and Net Profit Expectations of the street International tensions

    CHANGE IS IN THE AIR

  • 2009 HP Confidential 4

    Widely distributed empowering tools & services

    + Changing consumer AND business expectations

    and behavior

    = Transformative and disruptive era

    THE BIG BANG

  • 2009 HP Confidential 5

    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

  • 2009 HP Confidential 6

    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

  • 2009 HP Confidential 7

    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

  • 2009 HP Confidential 8

    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

  • 2009 HP Confidential 9

    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 discountSay 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

  • 2009 HP Confidential 10

    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 weve measured in past

  • 2009 HP Confidential 11

    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

  • 2009 HP Confidential 12

    SHIFT FOUR: FROM DIGITAL TO ANALOG

    Everything is digital

    Loss of human touch

    Tradeshows

    Events

    Sales support

    Customer support

    Past 10 years weve 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

  • 2009 HP Confidential 13

    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

  • 2009 HP Confidential 14

    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

  • 2009 HP Confidential 15

    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

  • 2009 HP Confidential 16

    SHIFT EIGHT: MOVING FROM CAMPAIGNS TO ECOSYSTEMS

    Awareness Consideration Preference Purchase Loyalty

    Find Discover Transact Confirm/ 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

  • 2009 HP Confidential 17

    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

  • 2009 HP Confidential 18

    WHEN BUDGETS GET TIGHT

  • 2009 HP Confidential 19

    FOCUS ON

  • 2009 HP Confidential 20

    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

  • 2009 HP Confidential 21

    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

  • 2009 HP Confidential 22

    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)

  • 2009 HP Confidential 23

    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)