A Digital Conversation with Mike Mendenhall and HP

by Cara Lynn Moccia, Disney Theatrical Productions

What is Web 2.0?  In this world of Social Media Networking one might assume that the average marketer might be familiar with the term, however surprisingly many of us are still learning about the new trends in web technology and functionality.  We are finding ourselves immersed in the middle of what HP CMO Michael Mendenhall calls a Digital Conversation.  When the internet first became popular it was a place that we would go to obtain information.  We would check our e-mail, find a recipe, pay a bill, almost always taking away information.  You might have considered it somewhat of a one way street.  With the introduction of Web 2.0 we’re slowly but drastically changing how we give, take and interact with the internet.   Over the past 5 years the internet has been constantly evolving, becoming more and more technologically advanced and we as end users have been evolving slowly with it.  With what seems to be the overnight success of Social Networking sites such as facebook and MySpace, web based communities, video sharing sites such as YouTube and a multitude of wikis and blogs, without any of us noticing the internet became not only a place to obtain information, but a forum in which to share and exchange information in a personal and collaborative way.

So how does this affect us as Marketers?  According to Michael the introduction of Web 2.0 ended the traditional relationship between the company and the consumer.   No longer is marketing being defined by the 30 Second Spot, and while TV, Radio and Print aren’t going to go away, we need to look to how we can change our approach to become more personal and more custom.  The impact that Web 2.0 is having on consumers is incredible, and this digital conversation is a global phenomenon like nothing we’ve seen before.   Users are re-examining their relationship with information technology.  Print reporters are turning to blogs, the cycle is no longer day to day, but rather 24 hours a day, 7 days a week with our consumers having access to information at any time, day or night.  The internet is becoming a disruptive power, and if you’re not creating a forum in which your voice can be heard, it is very likely that the consumer will take it upon themselves to create on for you.  In his presentation Michael challenged marketers to take the initiative and build your own forums, engage the consumer in a positive way, allow them to come in and personalize their own experience.  Because innovation is the lifeblood of a technology company, Michael shared his belief in allowing the consumer a voice in which to share ideas publically finding that consumers are often solving customer service issues sometimes more efficiently than that of the customer service department of the actual company.  This allows for a return of information, and with that, the question of how you are managing that information.  He challenged us with the idea that Brands are not defined by campaigns but the consumer eco-systems that nurture them. 

The Digital Conversation never stops and Web 2.0 continues to constantly evolve.   So how is HP different?  They’re taking a conventional approach to new media with Beta testing groups.  HP’s MagCloud allows anyone, anywhere to produce a newsstand quality magazine, in quantities of 1 or 1000, and Michael urged major publishers to take a look at this model.  The HP Idea Labs offer consumers a “first look” at new products and, and encourages them to share ideas and comments on the current and up and coming HP technologies.  With ease, simplicity, and great user interface HP is an industry leader in PC digital touch technology, recognizing that the global digital network and environment allows you to engage in a much more effective way.  Michael’s closing comments reminded us that “people are your greatest asset in an innovative company, be risk takers, push yourselves and push your boundaries, and in times of crisis, don’t hunker down and go hide in the bunker.

With Web 2.0 in full swing, we can continue to look forward to this rapid and exciting evolution of the internet.  I urge you to think about Web 3.0 and how we can work together to create an online environment in which not only can we continue in this global community of creation and sharing information, but an environment in which our consumer will be delivered content based specifically on their personal likes and dislikes before they’re ever even searched for it!