Download - 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…


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

CHANGE IS IN THE AIR


Widely distributed empowering tools & services

+ Changing consumer AND business expectations

and behavior

= Transformative and disruptive era

THE BIG BANG


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


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


– 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…


– 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


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


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


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


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”


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


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


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


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


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


WHEN BUDGETS GET TIGHT…


FOCUS ON…


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


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


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)


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)