On Thursday night 10.22.09, Girls in Tech Portland (GIT PDX) hosted an event for inspirational speaker, Katherine Durham, Vice President of Marketing, Imaging & Printing Group, Americas, Hewlett-Packard. The event started off with social networking among women with backgrounds in technology who reside in Oregon. We had a great mix that included engineers, developers, social media specialists, marketing and PR professionals, entrepreneurs and others. The evening ended with a great presentation and Q&A during which Katherine shared her passion for the HP business and connecting with end users.
Katherine started off by sharing her background and then quickly dived in to how to shift the digital marketing and technology mindset to harness the power of an integrated approach. With constantly emerging digital trends and a new media-mix landscape, how does HP harness these trends and measure success?
Effective marketing has remained the same for years: connect the right customers with the right message at the right time and in the right place. What’s changed is that consumers are spending more and more time connecting through social networking, video and mobile.
In fact, consumers are now devoting more time online than to any other media, averaging a total of 14 hours/week or more. This amounts to more than 40% of their free time. In the last year, microblogging and social media sites such as YouTube, Twitter, Facebook, Wikipedia, Blogger, Baidu and more have exploded in popularity. Video and mobile technology trends all continue to point up. There is huge opportunity if you look at total media consumption vis-a-vis the total U.S. advertising spend.
HP concentrates on maximizing the cross-channel shopping opportunities online, in-store and via advertising. This creates a synergy that delivers results.
Take “Pioneer Woman,” one case study in success. The campaign features Pioneer Woman, a blogger with a growing following. HP reached out to her niche audience by having Pioneer Woman show how she incorporates HP solutions into her life. By leveraging this already-existing social community, they were able to bring more credibility to the message, in that the audience is not being told what to do, but is having information shared with them.
One key takeaway from the HP social networking presentation was how important and effective it can be to find ways for your brand or business to share and collaborate in the social media space.
Katherine closed with a few takeaways:
Digital AND social media are the future…how do they work with and impact other assets?
Use the data AND trust your gut if you have a good compass (or get someone who does)
Leave enough room for innovation ANDexperimentation
Traditional AND emerging measurement are both important
Katherine Durham, Vice President of Marketing, Imaging & Printing Group, Americas, Hewlett-Packard
Topic: Shifting the Digital Marketing + Technology Mindset to Harness the Power of an Integrated Approach
In a world where social media thrives and consumers are increasingly connected, a marketer’s decision to ditch traditional marketing practices for online or mobile methods isn’t as simple as that. It shouldn’t be viewed an “either/or” situation when both are the answer. The most effective approach to navigating the rapidly evolving marketing landscape requires a little creativity and the right mix of new and traditional marketing practices while executing against metrics that go beyond circulation to measure consumer engagement. Katherine will provide an in-depth look at how HP has successfully leveraged the sophistication of the Internet and social media to integrate progressive marketing methods while influencing other more traditional tools, and how other companies can manage this shift in marketing mindset by leveraging a similar approach.
This event is open to public but, space limited to 50. You must RSVP by October 16th through eventbrite: http://gitpdxdigital.eventbrite.com
When: Tuesday, October 22, 2009; 6:30PM – 8:30PM
Portland Fashion Week (PFW) produced the first sustainable fashion week in the world back in 2007. This year, PFW prepares to enhance its status as the world’s host for eco-responsible and high-fashion designs through a top-to-bottom creative and marketing makeover. In the last 4 months, PFW Productions LLC and 24Notion team have been working closely in collaboration through the effort of a complete makeover from strategy through execution. The concept of the re-branding will bring forth the social influence awareness for the whole entire campaign from ground up for Portland Fashion Week 2009
The goal behind the rebranding effort is to promote long-lasting engagements between fashionista, emerging designers and consumer. The unique, fashion-savvy makeover encompasses both brand development and an integrated, 360 degree marketing campaign that will include viral marketing, creative engagement, print/online advertising, media outreach, website design and development, social media integration and PR/communications.
On July 23rd, 2009 I attended the Internet Strategy Forum Summit at the Governor Hotel here in Portland, Oregon. ISF is a global non-profit professional association headquartered in Portland, Oregon. The organization is dedicated to professional development, peer networking, information exchange, research and thought leadership among senior Internet decision-makers at client-side organizations across multiple industries around the world. This year’s full day summit included keynote speakers from Forrester Research, Hewlett-Packard, Intuit, Xerox, Intel, Welchman Pierpoint, Portland Trail Blazers and others.
Girls in Tech PDX was invited to be the association partner of ISF this year in Oregon. Thanks to ISF founder of Steve Gehlen and team who’ve done an amazing job bringing in thought-provoking speakers from all over the US.
Katherine Durham, VP of Marketing Imaging and Printing at Hewlett-Packard kicked off the morning engagement with her presentation in shifting the digital marketing mindset to harness the power of an integrated approach. She gave us a snapshot of a few recent campaigns from HP that included user generated content, viral and social media tactics. One interesting aspect she discussed was how to measure social media campaigns. No one has yet to answer this question precisely.
Jeremiah Owyang, senior analyst from Forrester Research spoke about the future of social media. What do we expect to see in 2015? How will the power of communities intersect with your brand and others? How will this technology change user behavior? He dove in deeper to the evolution of five eras of the social web and discussed how the future will change the way we engage with the community as a whole. Interestingly, he showed a screenshot of the movie, Minority Report, from way back in 2002. This shows us at least some of us were already anticipating the way we would receive information and how it would evolve to become real-data, real-time content driven by our preferences.
Johan Jervoe, VP of Digital Marketing at Intel talked to us about the idea of an integrated creative approach, and it really resonated with me. He took us into the process of concept through implementation and the importance of getting all of the key stakeholders involved at the beginning of the concept. Recently, they launched an interesting viral marketing initiative called “Ajay Bhatt is a Rock Star.”
Other speakers included Chris Dill, CIO from Portland Trail Blazers spoke about the integration of IT and Marketing and how they revolutionized the digital signage commodities for the Portland Trail Blazers. The panelist discussion led by Steve Gehlen talks about adventures in the Internet presence ecosystem and how to maximize ROI for enterprise services and tools. A few companies are involved in some of these heavy topics such as Covario, Webtrends, Fatwire and others.
The world is changing by the second. It’s interesting how we as a consumer are evolving as the future is near. But for now, I think the future turns on the question of who drives and control your brand presence?
It was a super day to spend at the Summit. Very insightful and good overall content. Looking forward to next year! Be sure to join our GIT Portland Facebook page for upcoming events, info and perks. You wouldn’t want to miss it!
On 6.25.09 Girls in Tech Portland hosted a social recruitment event: The Changing Landscape of the Job Market in Pacific Northwest Market & Beyond. We’ve invited a few recruiters from Robert Half Technology: Jeff, Abe and Chad. We’ve had a great social networking event for the first hour and followed by a very interactive forum of panelists Q&A. Jeff, Abe and Chad were super awesome at sharing their expert knowledge in Technology as well as the changing job market in Pacific Northwest and beyond.
So what does the future hold for the technology market in the Seattle and Portland area versus that of the Bay area? Our event began with a speed-networking session. Guests were encouraged to pass around business cards and mingle with each other. Next the recruiters took center stage to discuss today’s job market. Although Portland’s unemployment rate is one of the highest in the nation, the recruiters noted that in the past 5 weeks they have seen a rise in job openings and company’s interested in new recruits. The audiences shared many job-searching experiences and were educated by the recruiters on best practices for job searching in today’s market.
Speaking with the entire group raised a thought provoking questions, yet to be determined: Do you think the Silicon Forest could be the next Silicon Valley? Only time will tell . . .
Thanks to all of you who attended! It’s wonderful to have a group of people with varied backgrounds such as; marketing, technology, non-profit, entrepreneurs and those of you fresh out of school. Each of you brings such important views and voices to each gathering.
A Social Recruitment Event: The changing landscape on job market in Pacific Northwest Market & beyond.
Come and join us for an amazing 2 hour event! We have invited some of Portland’s recruiters to speak on the current work environment and provide a valuable networking opportunity! During the first hour we will open the floor to a session of speed networking. Bring a handful of your business cards and be prepared to meet many new people. The second hour we will clear the floor and introduce you to our special guests. Combined, these recruiters are experts in the technology, finance, accounting and other fields. We offer you to take this opportunity to meet with a crew who has their finger on the pulse of Portland’s workforce
This is open to public, you must RSVP by June 23rd through http://gitpdxsocialrecruitment.eventbrite.com/
DATE: Thursday, June 25th
TIME: 5:30 – 8:00pm
PLACE: Souk 322 nw 6th avenue, suite 200
portland, oregon 97209
p: 503.517.6900
hors d’oeuvres and wine are provided
COST: $5/person (to offset cost of food/wine); At the door: $10/person
Robert Half International has been named to the America’s Most Admired Companies list by Fortune magazine, ranking number one in the temporary help industry.
Abraham Klatt- Branch Manager of Professional Staffing Services
Jessy A. Culp-Division Director – OfficeTeam, a division of Robert Half International
Chad Meek-Technology Account Executive
Jeff Markham- Technology Division
Moderator:
Beth Stewart-Event Manager of Girls In Tech Portland
Ivo Lukas- Founder/CCO of 24Notion and Managing Director of Girls In Tech Portland
A couple weeks ago, I went to pick up a birthday doggie cake for maxie. Little that I know, I’m getting a little bit of a good surprised from Cindy, the owner of BoneJour Gourmutt bakery. She really took care of maxie! We’ve had a great chat about her dog bakery business and others. I have to be honest with you that she really understands how to take care of her customers very well. To add into it, she understands the idea of marketing and branding for your overall experience. How cool is that! Off course, we have some things in common of the love of our pets! A couple weeks ago, I’ve called Cindy simply to order a bday cake for maxie.We’ve collaborated on the overall design, ingredients, icings, colors etc… I couldn’t believe how great it looks. Another A+ for the packaging. Gotta love it.
I was super impressed and pleased at the whole experience: from ordering the cake, Chatting with Cindy over the phone and receiving the cake. I’m talking about attention to every detail! Every little thing does count for the customers who really feel like they are not only buying a cake for our pet’s indulgence but the matter of the fact that the overall experience of feeling greatness is a total plus.
I haven’t seen any good Dog bakery that takes care of their customers and mutt best friend with 100% customer satisfactions. This year, I really think that they knock it out of the ballpark.So for all of you pet lovers, be sure to get your doggie birthday cake from Bone-Jour Gourmutt bakery. Simply ask for Cindy! She rocks it!!!!!!
So, what is your branded experience for your customers? … Start thinking! If you need help, then ping me.
Last Thursday 5.28.2009, we’ve had our Girls in Tech Portland chapter social Mixer at Tear Drop lounge. It was such a great event. Everyone had an amazing time. Thanks to everyone who stopped by and mingled with GIT members. We’ve had a wide range of attendees that night from Intel, HP, Verizon, AT&T, corvel, solarworld and others. A few industry and professions from account executive, PR/communications, IT analyst, engineers, developers, marketing/advertising, Telecommunications analyst, sales, recruitments, designers, small business owners, Event planners, social media experts, programmers and others.
At Girls in Tech Portland chapter, we strive to connect, inspire, educate and empower all of the women (all ages) in the technology sector. Together, we share the same passion and goals to aspire more women to be in this industry by connecting through one of these social events/workshops/lectures/conferences and others.
Congrats to our door prizes winners: Yash, Susan and Corinna. Enjoy!
Special thanks to:
24Notion – sponsorship and generosity on free door prizes giveaways.
Save the date for June 25th, we will be having an amazing guest speaker. Stay tuned for details. If you are interested in learning/supporting/sponsoring Girls In Tech Portland Chapter, pls feel free to drop me an email at ivo@girlsintech.net or sign up through our facebook group.
Katherine Durham, Vice President of Marketing, Imaging & Printing Group, Americas, Hewlett-Packard
