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 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 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
©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 we’ve 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 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”
©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 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)