hp social intelligence im&a solutions

© Copyright 2012 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice.

The seen and unseen

Social Intelligence Information Management and Analytics Solutions



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Index

Point of view Our framework Our approach Why HP



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Social web has forever changed the online world



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Aligning with the new consumer decision journey

The funnel metaphor doesn’t work any more: Consumers would start at the wide end of the funnel with many brands in mind and narrow

them down to a final choice

Much more iterative and less reductive journey to make a

purchase decision today

Source: McKinsey Research, december 2010

Many Brands

Fewer Brands

Final Choice

Buy

Evaluate

Buy

Consider

The Loyalty Loop Bond

Enjoy Advocate

OLD NEW



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Where networks and communities become new stakeholders



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Traditional CRM segmentation

Where influencers have to be considered in the new customer segmentation models

INFLUENCER (influencer marketing)

Source: Hewlett-Packard &The Customer Framework - 2011

Consumer Universe



What is Social Intelligence?

Social Intelligence is a process completely integrated with your business strategy that amplifies the impact of every function and initiative by leveraging the power of human networks via social platforms



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Many different dimensions define social business excellence

Vision 12 – 24 months 24+ months

Organization

Resources

Data and analytics

Customer centricity

Automated, unfiltered ‘listening’ of Social Media channels

Organized around well defined customer segments

Attitudinal metrics used for customer value

0 – 12 months

Corporate policy governs Social Media channel use

Marketing and PR primary Social Media users

Social Media COE

Social Media data and insights integrated with traditional CRM data

Corporate exec’s and SMEs blogging on select sites

Limited internal expertise

Mining for Social Media insights is outsourced

Internal unstructured data sources retained and analyzed Unidirectional communication to

customers

Social media awareness

CRM systems fully integrated into business operations

Corporate presence on social media sites

Funding for Social Media pilot budgeted

Customer service, loyalty, and relationship mgmt keys to growth

Competitor use monitored and analyzed

Sales, customer service and prod dev using Social Media

Executives request Social Media reporting

PR use primarily damage control

X-action data and real-time analytics capable

Corporate-wide Social Media budget is funded Social context understood

and acted upon in real-time

Integral to marketing mix and corporate strategy

Blending of sales and support

ROI modelled and measured

Use of propensity models and predictive analytics

Customer databases and profiles a trusted asset

Poised

Bi-directional dialogues with individual customers on Social Media channels

Customers collaborating to co-develop products over Social Media outlets

Excellence

“Industry leading Social Media Intelligence Capabilities”



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How Social Business impacts ROI

Source: Hewlett-Packard & The Customer Framework - 2011

• People Development • Conversational learning • Knowledge Hubs (COE) • Sharing assets & new ideas • across organization • Recruitment & feedback • Internal trust & advocacy

• Reduce innovation cycle times • Product innovation and new ideas

development • Sharing assets/best practices

across world • Improve products & processes

• Recruit more and higher quality • Higher win-back • Engage / retain HVCs • Encourage cross & up-sell • Increase frequency of spend • Increase basket size • Manage cost of sales • Manage cost to serve

• Improved sentiment/reputation • Velocity of mentions (WOM) • Unprompted mentions • Trust and advocacy • Crisis solution

ROI Drivers

Improve reputation &

sentiment

Develop customer

base

Grow customer

value

Leverage open-

innovation

Unleash knowledge

& collabora- tion

Increase share of the voice



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A Socially Enabled Business…..

Do you want to be a socially enabled business? Combines structured and unstructured (social) data to drive actionable

customer insights that drive growth

Briefs engagement rather than disciplines or channels

Recognize influencers and high value customers

Encourages participation, sharing, co-creation … internally (first) AND (then) externally

Has ‘always on’ (real-time) capability..52 weeks content versus campaigns

Learns from interactions and responds … social learning is applied throughout the business, not just Marketing

Knows how being Social increases profitability

1

2

3

4

5

6

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Source: Hewlett-Packard & The Customer Framework - 2011



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Index

Point of view Our framework

Our approach Why HP



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• 4 Application services

• 4 Strategic business areas

Our Service-oriented Business Architecture to support your Social Business Strategy

• A Complete integration with the foundations of the way a company “Does Business”



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A comprehensive use cases library to stimulate your thought about how evolve your own social strategy and a methodology to describe and to implement each Use Case

Use Case Blueprint • Business Values

• Business Process Workflow

• Functional Services Architecure

• Key Performace Indicatores

• Case studies

Digital Brand Management

Customer Experience

Optimization

Product Lifecycle Innovation

Resource Empowerment

Business Areas



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Index




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Assessment & Strategy

Design Planning

Implementation & Delivery

Governance & Measurement

Engage in a Social Business

Conversation

Create a Social Business Strategy

Design a Social Intelligence Master Plan

Implement a Socially-Enabled

Business

Govern a Socially-Enabled

Business

Our journey towards social business excellence

Discovery Workshop • Executive-level program to stimulate new thinking around the social

media opportunity

Social Business Strategy • Strategy consulting to create a shared agenda and a business case for

Social Media adoption

Social Intelligence Master Plan • Business and IT consulting to design a detailed Program for Social Media

adoption

Social Intelligence Implementation Program • Modular and iterative implementation program based on the use case

roadmap defined in the Master Plan

Social Intelligence Center of Expertise • Consulting package to support our clients in defining and implementing

an effective and distributed Social Intelligence governance



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Index




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Merging multiple SKILLS and DISCIPLINES

Our Social Intelligence Portfolio

Multiple delivery models, including our Cloud Brokerage model, full outsourcing capabilities (specialized Analytic Service team)

Leading Technology, seamlessly integrated and friendly to our Clients ecosystem

Strategy Consulting with Marketing, CRM and Communication competencies

And End-To-End IT solution, looking after infrastructure, software components, data models (specialized consulting team)

Distinctive Business

Consultancy

Embedded Technology

Global Service Center

Total Customer Solution

Best-in-class partners:

http://www.autonomy.com/



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