More Related Content Similar to Smis sat 0830 natalie malaszenko (20) 1. Launching a Product Through Social
Media: Spectre
Natalie Malaszenko
Head of WW Digital Marketing & Social Media
HP Printing & Personal Systems Group
1 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
2. HP ENVY 14 Spectre
2 © 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
4 © 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
7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
9. Breaking through the Noise
9 © 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!
10 © 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:
11 © 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”
12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
13. What about the Spectre?
13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
14. Significant Traffic & Research on Website
• 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
15. Customer’s Heavily Researching Spectre
• 5000%+ increase in searches for HP Spectre
• Search campaign averaging10.63% CTR
• Mobile search campaign averaging11.31% CTR
Search Terms % change in growth last 30 days
1. hp envy spectre +5000%
2. hp spectre +5000%
3. hp envy 14 +100%
4. hp deskjet 3050a +70%
5. hp folio +60%
15 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
16. Momentum
16 © 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.
17 © 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
18 © 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
19 © 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?
20 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
21. 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
1/1/12 to 4/1/12
10/1/11-12/30/11
10/1/2011 11/1/2011 12/1/2011 1/1/2012 2/1/2012 3/1/2012
21 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
22. Overall Conversation Impact
#SpectreEclipse had direct, positive impact on HP ultrabook mentions
600
500
400
300
200
100
0
#SpectreEclipse Ultrabook
22 © 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
2nd Week of
Spectre Eclipse
Contest
Online US Sales
33 36
31
7 10
28K
Week
3/17 3/24 3/31
Ending(2)
23 © 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.
24 © 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.
25 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
26. Thank You!
@nataliemalas
26 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
