{"id":4258,"date":"2009-07-23T09:24:13","date_gmt":"2009-07-23T16:24:13","guid":{"rendered":"http:\/\/www.web-strategist.com\/blog\/?p=4258"},"modified":"2009-07-24T08:28:05","modified_gmt":"2009-07-24T15:28:05","slug":"how-hp-integrates-digital-and-social-kathy-durham-vp-marketing","status":"publish","type":"post","link":"https:\/\/web-strategist.com\/blog\/2009\/07\/23\/how-hp-integrates-digital-and-social-kathy-durham-vp-marketing\/","title":{"rendered":"How HP Integrates Digital and Social, Kathy Durham, VP Marketing"},"content":{"rendered":"<p>It was so fun to live blog this event, something I rarely get to do now. I just love in taking all this information from the world&#8217;s largest brands, this is a raw capture. \u00a0Read the live tweets <a href=\"http:\/\/search.twitter.com\/search?q=isf09\">#ISF09<\/a> here at the <a href=\"http:\/\/www.internetstrategyforum.org\/\">Internet Strategy Forum<\/a> in Portland.<\/p>\n<p>Katherine Durham VP of Marketing, who I just met this morning is responsible for many of the consumer facing product lines at HP, Imaging and Printing Group, view her <a href=\"http:\/\/www.linkedin.com\/pub\/katherine-durham-formerly-phillips\/8\/960\/60a\">LinkedIn profile<\/a> to learn more.<\/p>\n<p><strong>Topic: Integration of digital median and conversational marketing<\/strong><\/p>\n<p>Trends that HP sees:<\/p>\n<ul>\n<li>The more things change the more they stay the same, reaching the right customer with the right message at the right time, and in the right place.<\/li>\n<li>Digital is getting marketing what it used to be.  Talks about the old corner store, how relationships were built in real life, digital is doing the same now.<\/li>\n<li>&#8220;If content is king, context is queen&#8221; Jeff Berman, MySpace<\/li>\n<li>14hours per week are spent online by consumers (40% of time) however companies only spend 5% online.<\/li>\n<li>5 years ago only one of the 10 top sites were social (myspace), now there are several in the top 10 youtube, facebook, wikipedia<\/li>\n<li>Social media isn&#8217;t just for kids, many are not accessing it from twitter.com but are using mobile devices.<\/li>\n<li>Talks about forkfly.com a mobile social network that enables customers to show restaurants coupons while at the table.<\/li>\n<li>77% of Americans watched a video last month<\/li>\n<li>The importance of reviews are important as they give credibility.  87% of customers would rather ask a friend and trust them than see a critics view about that product.<\/li>\n<li>Negative reviews can convert<\/li>\n<li>Gives a customer reference to BazaarVoice, who helps increase results.<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a title=\"Kathy Durham, VP of Marketing, HP by jeremiah_owyang, on Flickr\" href=\"http:\/\/www.flickr.com\/photos\/jeremiah_owyang\/3749763260\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/farm3.static.flickr.com\/2515\/3749763260_0f6d2ef4aa_m.jpg\" alt=\"Kathy Durham, VP of Marketing, HP\" width=\"240\" height=\"180\" \/><\/a><\/p>\n<p>The mix still matters, traditional marketing tools still matter.  She breaks it down in three different stages: initial consideration, active evaluation, closure, and shows the mix changing.  See below image.<\/p>\n<p style=\"text-align: center;\">\u00a0<\/p>\n<p style=\"text-align: center;\"><a title=\"Kathy Durham from HP shows a Marketing Mix by Funnel Stage by jeremiah_owyang, on Flickr\" href=\"http:\/\/www.flickr.com\/photos\/jeremiah_owyang\/3749801824\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/farm3.static.flickr.com\/2586\/3749801824_de9c2a8850_m.jpg\" alt=\"Kathy Durham from HP shows a Marketing Mix by Funnel Stage\" width=\"240\" height=\"188\" \/><\/a>Click on image to see my notations<\/p>\n<p><strong>HP success factors:<\/strong><\/p>\n<ul style=\"padding-left: 60px; \">\n<li> Maximize Online to In store integration\n<ul>\n<li>Breaks down in three cross channel shopping opportunities from online, in-store, and on-ad.<\/li>\n<li>96% research online, 79% purchase in store from consumer product line<\/li>\n<li>Key message:  Integrate your strategy cross-channel<\/li>\n<\/ul>\n<\/li>\n<li>Integrate social media\n<ul style=\"padding-left: 60px; \">\n<li>Everyone wants to have a say, so listening is good, consumers want to share their opinion<\/li>\n<li>Social  networking has become important within the employee culture.<\/li>\n<li>These tools are about relationships and trust with &#8216;friends&#8217; and that helps to deliver that with HP<\/li>\n<li>Mom is a key target for them, talks about the Pioneerwoman blog  as  great example of a blog that demonstrages a customer using printing products in her life. http:\/\/thepioneerwoman.com\/  Gave a case study how the blogger Ree drove more conversion.<\/li>\n<li>They have a social media lead that builds relationships with key influencers and bloggers, they gave products to the top bloggers to give to their community  making the blogger appear like a community hero.<\/li>\n<li>HP just recently launched a Facebook page  a bit late in the game considering how large the company is.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>She gives the final points that it&#8217;s an &#8220;AND&#8221; not an &#8220;OR&#8221; use these mediums together with digital and social.  Use the data and trust nyour cut, and leave room for innovation and experimentation.<\/p>\n<p><strong>My Take:<\/strong><br \/>\nKathy&#8217;s got it right, social marketing, while a different approach to marketing that doesn&#8217;t work with traidtional marketing efforts, should not be encapsulated as a silo &#8211;it needs to be integrated like an overlay across nearly all marketing efforts. \u00a0Tip: Rather than talk about social in your marketing strategy plans, instead talk about customers &#8211;which will naturally lead you to involve their voices in the program.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It was so fun to live blog this event, something I rarely get to do now. I just love in taking all this information from the world&rsquo;s largest brands, this is a raw capture. &nbsp;Read the live tweets #ISF09 here at the Internet Strategy Forum &hellip; <a href=\"https:\/\/web-strategist.com\/blog\/2009\/07\/23\/how-hp-integrates-digital-and-social-kathy-durham-vp-marketing\/\" class=\"more-link\"><span>Continue reading<span class=\"screen-reader-text\">How HP Integrates Digital and Social, Kathy Durham, VP Marketing<\/span><\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-4258","post","type-post","status-publish","format-standard","hentry","category-conference"],"_links":{"self":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/4258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/comments?post=4258"}],"version-history":[{"count":0,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/posts\/4258\/revisions"}],"wp:attachment":[{"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/media?parent=4258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/categories?post=4258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/web-strategist.com\/blog\/wp-json\/wp\/v2\/tags?post=4258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}