Smis sat 0830 natalie malaszenko
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Transcript of Smis sat 0830 natalie malaszenko
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 1
Launching a Product Through Social
Media: Spectre
Natalie Malaszenko Head of WW Digital Marketing & Social Media HP Printing & Personal Systems Group
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
HP ENVY 14 Spectre
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Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012
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Incorrect Perception’s Formed: Perceived As Worlds’ Thinnest Ultrabook
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Released 2nd Teaser Showing Side Of Spectre And Highlighting
Features
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
Released 2nd Teaser Showing Side Of Spectre And Highlighting
Features
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Perception Evolved: Conversations shifted from speculations of
‘thinnest’ to design and features
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
Breaking through the Noise
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
How to Break Through the CES Noise? Throw a Party!
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
First Ever Live Streamed Concert on Twitter to Celebrate Spectre
#TiestoLive, trended #1 Worldwide ORGANICALLY beating #CES Buzz:
#TiestoLive rose total HP CES buzz to be the most mentioned tech brand in timeframe:
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
First Ever Live Streamed Concert on Twitter to Celebrate Spectre
Over 1450 blogs written about live stream
Mashable Article 2nd most shared of the week & it launched on a Friday
“undeniably game-
changing”
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
What about the Spectre?
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• Spectre content highly shared across social network bringing a 437% lift in traffic back to the Spectre website
• Average of 2.8 min spent on Homepage
• 76% of visits entering via the home page also viewed the Specs page
Significant Traffic & Research on Website
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
• 5000%+ increase in searches for HP Spectre
• Search campaign averaging10.63% CTR
• Mobile search campaign averaging11.31% CTR
1. hp envy spectre +5000%
2. hp spectre +5000%
3. hp envy 14 +100%
4. hp deskjet 3050a +70%
5. hp folio +60%
Search Terms % change in growth last 30 days
Customer’s Heavily Researching Spectre
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16
Momentum
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
#SpectreEclipse F2U
F2U (flock 2 Unlock) and gaming mechanics drove momentum for Spectre.
Twitter community tweeted answers to Spectre questions to cause virtual eclipse and unlock prizes.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
#SpectreEclipse F2U
• 97% positive sentiment
• 30% of people interacting with #spectreeclipse tweets went back to hp.com/spectre
• 14% twitter engagement rate (double industry average)
• Nearly 10,000 product tweets created
• 160,000 site visits in three weeks
• Reached Apple audience : Majority of visits from Apple Devices
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
@charleslu1 42,434 followers
@AlexInHouston 32,504 followers
@Riela2 37 followers
@LiveTheLime 142 followers
@JoshHalvorson 35 followers
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
Did it lift the category for HP?
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
10/1/2011 11/1/2011 12/1/2011 1/1/2012 2/1/2012 3/1/2012
10/1/11-12/30/11
1/1/12 to 4/1/12
Spectre Campaigns, CES launch, #SpectreEclipse had lasting impact on conversations & interest for HP notebooks as a category
Increase in baseline of total conversations for Notebooks, Globally
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22
0
100
200
300
400
500
600
#SpectreEclipse Ultrabook
Overall Conversation Impact #SpectreEclipse had direct, positive impact on HP ultrabook mentions
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
Campaign had positive impact on Overall US Online sales
Week Ending(2)
23
10
31
7
36 33
3/31 3/24 3/17
28K On
line
US
Sal
es
2nd Week of Spectre Eclipse Contest
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24
Launching a Product through social
does and can work.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
Tips 1. Think through the pre-launch and early buzz
2. Listen, listen, listen. And Change.
3. Break Through the Noise. Disrupt.
4. Drive Momentum.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26
Thank You!
@nataliemalas