Social Media Programs and HP

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Social Media Programs and HP

• Daina Middleton, Director
• Advertising and Interactive Marketing
• Imaging and Printing Group
• Hewlett-Packard Company

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YouTube HP Project Direct
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Project Direct Overview

• www.youtube.com/projectdirect
• YouTube, and HP, is hosting YouTubes first
  ever international film competition, Project
  Direct, asking consumers around the world to
  creatively message, What do you have to say?
• The Integrated Message
• All submissions will include What Do You Have to
  Say? in a line of dialogue
• A person in each film will pass a photograph
• These goalposts are open to creative
  interpretation, allowing users to think about
  what they have to say
• Enable people to create and communicate through
  Project Direct
• Jason Reitman, award winning Director of "Thank
  You For Smoking" and the upcoming release "Juno",
  will host the international film competition by
  announcing the contest on YouTube and
  participating in the judging

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Project Direct Details

• YouTube users in 7 countries will access the
  experience via localized YouTube sites and
  express themselves on a global stage
• US, Canada, UK, France, Italy, Spain, Brazil
• Each film submission must follow the directors
  guidelines
• 1) An actor must face a situation about his or
  her maturity level
• 2) Use What Do You Have to Say? in a line of
  dialogue
• 3) A character must pass a photograph to someone
  else
• Prizes
• Winner receives 9 nights at Sundance as a guest
  of HP, 5,000 debit card, his/her video on
  YouTubes homepage, and a meeting with Fox
  Searchlight production executives
• Runner up receives a 5,000 debit card
• Third place receives a 2,500 debit card

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Project Direct Details

• Timing
• 10/1- Contest announced
• 10/7- Submissions open
• 11/9- Submissions close
• 11/24- Community voting open
• 12/2- Community voting close
• 12/5- Winning video announced, gallery page
  featuring top videos unveiled
• Early results, Week One
• Kick-off video received over 1M views
• Over 250 comments
• Favorited over 250 times
• 8 most subscribed YouTube channel

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Media Performance Search Site Targeting

• US Canada Search Content Campaigns proving to
  be effective efficient
• 9M impressions, over 23K clicks, search has 4.8
  CTR
• Top search terms include film contest, short
  film, YouTube contest, film competition and
  Project Direct
• Project Direct becoming a searched term shows
  awareness/lift, probably due to banners/content
• Content campaign proving to be effective,
  generating over 21k clicks
• Site Targeting Banners and Text Ads supporting
  Project Direct launched 10/29
• 1.8M impressions, over 1500 clicks in 2 days
• Text ads drove 75 of clicks and have higher CTR
  (.12) than Image ads (.05)

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Flickr HP Community Mosaic
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Community Mosaic Overview

• The HP Community Mosaic provides the Flickr
  community with a 'living piece of digital art' to
  create together, share and print. 
• Users upload photos, connect and collaborate
  on topics of interest -- and the diverse
  photographic perspectives of the community come
  together in one dynamic, printable design. 
• Images in the online mosaic will be smaller or
  larger depending on the number of clicks and
  comments each photo within the group receives.
• Categories within the larger group allow members
  to upload photos containing content that the
  member has an affinity for, i.e. dog lovers,
  fashion photographers, flowers, etc.
• The digital mosaic will expand over time to allow
  users more customization options, including
  popular tag mosaics and keyword mosaics

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Community Mosaic Overview

• The program will eventually include out of home
  mosaics (printed on HP Scitex) at special events
  and in unique out of home digital spaces.
• Countries US, Canada, Mexico, Brazil, UK,
  France, Germany, Italy, Spain
• Timing WW English web launch 11/19 translated
  views launch Jan. TBD outdoor launch early Mar.

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HP

• Organically-produced online videos made by the
  real people of HP with our real HP customers
  needs in mind
• Syndicated on a new external video destination
  site with 2.0 functionality (ratings, comments,
  sharing tools) and accessible via Search, HP.com,
  3rd party social media sites, viral and WOM
  (word-of-mouth) marketing

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Benefits
Business
Employee

• Integrated support and sales opportunity
• Drives brand preference and loyalty
• Cost effective
• Builds customer knowledge
• Competitive differentiator
• HP leads in conversational sales and marketing

• Morale build
• Web 2.0 skill build
• Reward/recognition
• Connect with the brand celebrate
  invention
• HP helps me express my passion for the
  customer

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and WDYHTS
1 Viral Marketing Uncut videos provide Print
2.0 relevant content and supporting links drive
traffic to campaign sites, HP.com activity
center Uncut videos targeting Moms, SMBs (GA,
ENT 08), provide printable ideas, information
and inspiration, and link to HP pods, wiki
(U.S.), print studio, other HP.com
destinations. Viral methods include Email,
embed, grab link, word of mouth, 3rd party
syndication (YouTube, wiki, other peer-to-peer
social networking).
Print Studio
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and WDYHTS
2 How-To/Customer Support Uncut videos help
customers achieve their goals from inspiration to
creation, to print and share Uncut videos respond
to Print 2.0 and campaign related FAQs,
highlight best practices, share W2P application
ideas and insights. Web destinations cross-link
to individual videos, channels or the complete
Uncut library. Webmasters and support teams can
link and share videos in context with community
conversations.
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and WDYHTS
3 Market Intelligence Video collaboration data
provides HP with customer needs-based knowledge
to improve TCE, guide future portfolio Customer
comments, video rankings and ratings, buzz and
video web metrics provide insights into what
customers like and want, whats working and
whats not. HP Uncut monitors consult with video
submitters and business owners to respond to
comments in a timely and accurate manner.
Dashboard metrics cascade to businesses
monthly.
Comments I love this video!! I tried it at my
family reunion this weekend and was able to
capture everyone there in one panorama. One
question when I stitch the images together,
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U.S. Offline/Online Campaign High Level Detail
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