How HP Integrates Digital and Social, Kathy Durham, VP Marketing

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’s largest brands, this is a raw capture.  Read the live tweets #ISF09 here at the Internet Strategy Forum in Portland.

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 LinkedIn profile to learn more.

Topic: Integration of digital median and conversational marketing

Trends that HP sees:

  • 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.
  • 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.
  • “If content is king, context is queen” Jeff Berman, MySpace
  • 14hours per week are spent online by consumers (40% of time) however companies only spend 5% online.
  • 5 years ago only one of the 10 top sites were social (myspace), now there are several in the top 10 youtube, facebook, wikipedia
  • Social media isn’t just for kids, many are not accessing it from but are using mobile devices.
  • Talks about a mobile social network that enables customers to show restaurants coupons while at the table.
  • 77% of Americans watched a video last month
  • 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.
  • Negative reviews can convert
  • Gives a customer reference to BazaarVoice, who helps increase results.

Kathy Durham, VP of Marketing, HP

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.


Kathy Durham from HP shows a Marketing Mix by Funnel StageClick on image to see my notations

HP success factors:

  • Maximize Online to In store integration
    • Breaks down in three cross channel shopping opportunities from online, in-store, and on-ad.
    • 96% research online, 79% purchase in store from consumer product line
    • Key message: Integrate your strategy cross-channel
  • Integrate social media
    • Everyone wants to have a say, so listening is good, consumers want to share their opinion
    • Social networking has become important within the employee culture.
    • These tools are about relationships and trust with ‘friends’ and that helps to deliver that with HP
    • 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. Gave a case study how the blogger Ree drove more conversion.
    • 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.
    • HP just recently launched a Facebook page –a bit late in the game considering how large the company is.

She gives the final points that it’s an “AND” not an “OR” use these mediums together with digital and social. Use the data and trust nyour cut, and leave room for innovation and experimentation.

My Take:
Kathy’s got it right, social marketing, while a different approach to marketing that doesn’t work with traidtional marketing efforts, should not be encapsulated as a silo –it needs to be integrated like an overlay across nearly all marketing efforts.  Tip: Rather than talk about social in your marketing strategy plans, instead talk about customers –which will naturally lead you to involve their voices in the program.

  • Very informative post Jeremiah. Could you please expand on the comment by Jeff Berman from MySpace. He said, “If content is king, context is queen”. Thank you!

  • Ah, yes. Content is important, however personalized and contextual experience that put content when it’s needed will be the next phase.

  • Great talk today at #isf09, Jeremiah. You spoke of a larger aggregation trend. What do you see emerging to manage the glut of all of this supposedly relevant information?

  • Katherine Durham


    You did a great job capturing my points from the conference today. I really enjoyed your talk as well..loved how you talked about moving through the 5 stages.


  • kathy has it right and i respect how we need to think “and” vs “or”. Too many times we try to fit the technology to an objective and if we reverse that thinking – we get the right integration path every time. Customer, Objective, Strategy, then Technology. Thanks Kathy and keep driving our change.

  • Jason

    Aggregation comes in 3 stages. We’re currently seeing monitoring and tracking of the conversation for alerting and reporting. The second phase will be aggregation back to corporate sites of relevant (trusted) conversations, then finally, the signal filtered from the noise.

    It gets tricky in the end phases as companies will want to filter negative comments out of the discussion rather than leave them in.

    More on that later.

    Kathy, great job!

  • This is a very good post. I like the HP perspective on integrating social media across marketing functions, not as a silo. I absolutely agree with this. You still need guides and expertise, but all marketers need to understand how to use social media to extend their efforts and engage with customers.

    Thanks for an excellent post and perspective.

  • I second that Bert. What’s really interesting is they’ve modeled it against the marketing funnel (second image).

  • Gina Batali-Brooks

    This was a very informative post, Jeremiah. I, too, like Kathy’s point about integrating social media across the functions and not treating it as a silo. I also really like your closing tip…”Rather than talk about social in your marketing strategy plans, instead talk about customers –which will naturally lead you to involve their voices in the program”. At the end of the day, I think social media is helping us return to what’s really important, the people behind the word “customer”, and both the “traditional” and “social” aspects of the strategy will be better for it.

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  • “She breaks it down in three different stages: initial consideration, active evaluation, closure, and shows the mix changing”

    this happens to be exactly the same structure/approach outlined by McKinsey

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  • Elie B

    I agree with your comment on “the mix matters’ asserting that the customer-to-customer support was missing in the graph. What would your intuition make you think the mix composition (store interaction, consumer driven marketing, past experience, company driven marketing) would be? It would also be nice to know Katherine’s thoughts on it.

  • Ira

    Great post and insights on Integrated Marketing. The “social” hype is real but must be put in the context of and integrated with traditional, online, bus development. To me it’s the synergy of these four elements that creates a new value and asset for a business – “marketing capital”

    Social media marketing is exciting and gets all the news now but its is the thoughtful integration of the four components of the marketing mix which will prove to be the key to sustainable success/ growth . Marketing professionals that design strategies to leverage this Marketing Capital will generate the real competitive advantage for their clients.

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  • Amazing write-up! This could aid plenty of people find out more about this particular issue. Are you keen to integrate video clips coupled with these? It would absolutely help out. Your conclusion was spot on and thanks to you; I probably won’t have to describe everything to my pals. I can simply direct them here!

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