smis sat 0830 natalie malaszenko

© 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

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

HP ENVY 14 Spectre

Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012

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Countdown & Tease On Hp.Com To Launch Of Spectre At CES 2012

Incorrect Perception’s Formed: Perceived As Worlds’ Thinnest Ultrabook

Released 2nd Teaser Showing Side Of Spectre And Highlighting

Features

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Released 2nd Teaser Showing Side Of Spectre And Highlighting

Features

Perception Evolved: Conversations shifted from speculations of

‘thinnest’ to design and features

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Breaking through the Noise

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How to Break Through the CES Noise? Throw a Party!

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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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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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What about the Spectre?

• 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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• 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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Momentum

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#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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#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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@charleslu1 42,434 followers

@AlexInHouston 32,504 followers

@Riela2 37 followers

@LiveTheLime 142 followers

@JoshHalvorson 35 followers

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Did it lift the category for HP?

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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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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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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

© 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.

© 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.

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26

Thank You!

@nataliemalas