ibm ics cee bp board april 2013 tecla.it presentation

IBM ICS - BP Eexecutive Council

IBM ICS - BP Eexecutive Council

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SPEED OF CHANGE THE SOCIAL PHENOMENON

IBM ICS - BP Eexecutive Council

MILLENIALS HABITS ENTERPRISE SOCIAL COLLABORATION

IBM ICS - BP Eexecutive Council

IBM ICS - BP Eexecutive Council

REAL-TIME CUSTOMER VOICES THE SOCIAL INTELLIGENCE OPP.TY

IBM ICS - BP Eexecutive Council

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IBM ICS - BP Eexecutive Council

INFORMATIONS EVERYWHERE THE MOBILE OPPORTUNITY

IBM ICS - BP Eexecutive Council

IBM ICS - BP Eexecutive Council

SPEED OF DECISION NEW CUSTOMER/BUYING EXPERIENCES

IBM ICS - BP Eexecutive Council

IBM ICS - BP Eexecutive Council

PRECISION MARKETING THE DIGITAL MKTG POTENTIAL

IBM ICS - BP Eexecutive Council

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IBM ICS - BP Eexecutive Council

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Enterprise Social Collaboration

Unified Communication

Portali corporate/Intranet

Enterprise Social Network

Document Management

Internet marketing / campaigns Customer MD segmentation

Search Engine Optimizat. & Advert.

Social Media marketing

eMail marketing

Affiliate Marketing

Article marketing

Web Analytics Web /Mobile Marketing Analytics

Recommendation

Retargeting

Customer Exper. / eCommerce Portali Internet

Web sites Catalogs

B2C B2B Modelli ibridi (es B2B2C)

Precision Marketing

Mobile

Mobile marketing / advertising

Mobile Portal (Intranet/Internet)

Mobile Commerce

Social Intelligence

Reputation Analysis

Audience Intelligence

Media Mapping

Competitive Intelligence

Company Digital Footprint

Brand Audit,

Field Analysis

Social Network

Analysis

Digital Strategy Customer engagement strategy

Digital brand strategy,

Web sites audit & redesign

eCommerce sales check-up

Social Network strategy

Social CRM strategy

IBM ICS - BP Eexecutive Council

IBM ICS - BP Eexecutive Council

SALVATORE FERRAGAMO

TITANTEX srl

AMADORI - GESCO Cons

CIR FOOD SOC COOP

ILLY Caffè S.p.A.

PRECA BRUMMEL S.P.A.

SACCHI GIUSEPPE SPA

AMPLIFON SPA

BCS SPA

AUTOMOBILI LAMBORGHI

TAMPIERI FINANCIAL G

Toyota Motor Italia

IO BIMBO soc. coop.

COSTA CROCIERE SPA

TERMINALE GNL ADRIAT

SALVATORE FERRAGAMO

AMADORI - GESCO Cons

AUTOMOBILI LAMBORGHI

TAMPIERI FINANCIAL G

TITANTEX srl

SACCHI GIUSEPPE SPA

COSTA CROCIERE SPA

KERAKOLL S.p.A

ILLY Caffè S.p.A.

PRECA BRUMMEL S.P.A.

BCS SPA

Toyota Motor Italia

CONSERVE ITALIA soc.

ROSETTI MARINO SPA

TERMINALE GNL ADRIAT

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Smarter Commerce

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Increase contacts Reach

Entertaining consumers

Engagement

Strengthen the relationship Reputation

Business development Transaction

Spontaneous actions (Earned)

Official Presence (Owned)

Promotion (Paid)

Celiac Campaign

Digital PR

Dinner Box

Amadori Website

Newsletter

Fan Page YouTube

«Amadorabili» recipes Where is Francesco Amadori

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Before: Brochureware website (Wiki definition) “… A brochureware website is a business website that has very infrequently updated content. Often the site has been

developed as a direct translation of existing printed promotional materials, hence the name. Brochureware sites therefore take little advantage of the capabilities of the web that are unavailable in printed publication. …”

WHAT they have before - TVLike experinces - Animazioni Flash - Self-promotional content - No updates - No services

WHAT the «Customer» want - Search for specific and quality content - Want to interact - Want to be engaged

After:

- Web Portal / Content Management Platform

• Reliable and scalable

• Centrally managed

• Empowering Marketing/Communication org – Content & services update

- The web site is just a part o the entire digital hub

- Industrialization of the delivery new websites process

IBM ICS - BP Eexecutive Council

From the new web site launch (23 October 2011):

Unique visitors : more of 125.000 (about 4.300 by weeks + 125% compared to the old one)

“Loyal” users: 25%

Media Pagine Viste: 2,4

Tempo medio: 95 secondi

New Web site experience Allow to

customize web surfing depending

on «What are you interest» and

«Who is the interested user»

Spontaneous Actions (Earned)

Official Presence (Owned)

Promotion (Paid)

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Spontaneous Actions (Earned)

Official Presence (Owned)

Promotion (Paid)

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Spontaneous Actions (Earned)

Official Presence (Owned)

Promotion (Paid)

•Fan Page Amadori «Peopoll»

•«Amadorabili Ricette» (recips) contest

•CubeYou for Social registration/Analytics/Segmentation

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

We created a promotional campaign on the web dedicated to the world of celiacs with the aim of promoting the Amadori "no gluten" products

Persone contattate:

Channel: Google Adwords Search

Period: February 27, Aprile, 24 2012

> 12.000 visitors in 2 monthes

> 300 newsletter subscribers

Find the latest products For Celiacs and

Receive Free Recipes!

Spontaneous Actions (Earned)

Offical Presence (Owned)

Promotion (Paid)

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Spontaneous Actions (Earned)

Official Presence (Owned)

Promotions (Paid)

■ Show connections between relevant topics and highlight their strengths

■ Identifies the most discussed topics during a certain

■ Identify criteria for decision-making which have an influence on consumer behaviour

■ Highlights strengths and weaknesses related to a topic

■ Shows the brand awareness and the sentiment of the brand

IBM ICS - BP Eexecutive Council

Exceptional Web Experience Conference 2012 -

Consumers Master

Data

Social integration

Engagement

Awarness

Agency turn-over mngmnt Excel «not usable» files Overhead Privacy

YESTERDAY TODAY TOMORROW

Showcases sites

Link Online-Offline • eCoupon • Store Locator • Geo MKTG

Digital Signage eCommerce ?!?

Centralized Master data contest/ newsletter Social CRM

iLike Commenting Social Share FB FanPage YouTube

Community Survey Blog

CrowdSOURCING Mobile App DEM

SEM (SEO + AdWords) Listening Sentiment Analysis

LIVEProfile Web Catalog Precision Mktg Integrated Mobile App

Because her interesting on nutritions Milla find a link to Cuor Leggeri website

On the web site ther’s a section with receips and nutritionì’s suggestion

By facebook authorization she do a quck registration

Mila surf the recipes and finding interesting, download the iphone app

Having to go to the grocery store Mila surf the mobile app where she receive a «Cuor Leggeri» promotion. Mila download the digital coupon on her smartphone

At the grocery store Mila buy «Cuor Leggeri» and redeems her coupon directly at the cash

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Technologies Digital Marketing Platform

CMS Social Registration Mobile app Digital coupons

Processes SEM optimization Content Management

Registration process facilitation

Push sales by mobile app

Promotional activities on mobile