AN ESOMAR WORLD RESEARCH FORUM
Corporate online communities
Edward (Ted) SperoniAbstract
Hewlett Packard makes extensive use of B2B and C2C on-line communities for marketing, sales and support. Mr. Speroni will describe various types of communities that HP has developed, the techniques used to create momentum and build the communities and the metrics that are tracked to measure the effectiveness of the communities. He will discuss the balance that HP tries to find between self-moderated communities and HP moderation designed to keep the community focused and effective.
Edward (Ted) Speroni
Ted Speroni is the Director of hp.com for the EMEA region. He manages the hp.com web sites in 43 countries in Europe, Middle East and Africa. His organisation consists of country based marketing teams who are responsible for optimising the marketing and sales effectiveness of hp.com and centralised operations resources located in Europe, the Americas and Asia to ensure 24 by 7 operations of the web properties.
Ted is a 26 year veteran of HP and has worked in all of the HP business units from Enterprise servers to consumer pc's. Prior to taking on the responsibility for hp.com, Ted was the general manager of HP's direct sales for consumers and small business customers. In this role he oversaw the development of HP's first direct sales model based on web and telesales capabilities. He has also managed HP's business and consumer notebook business in Europe and has been responsible for managing HP's relations with Microsoft and Intel.
Ted is a native of Boston, in the US and holds a degree in Electrical Engineering from Cornell University. He has lived and worked in Europe for 25 years.
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