the drastic changing landscape of digital marketing

© 2011 IBM Corporation

The Drastic Changing Landscape of Digital Marketing

Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg

@chris_carlsson

© 2011 IBM Corporation

Distinct characteristics of a Social Business

Engaged—deeply connecting people, including customers, employees, and partners, to be involved in productive, efficient ways.

Transparent—removing boundaries to information, experts and assets, helping people align every action to drive business results.

Nimble—speeding up business with information and insight to anticipate and address evolving opportunities.

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The Integrated Digital Plan

© 2011 IBM Corporation Source: http://www.flickr.com/photos/walkingsf/

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Location based Flickr, Tweets, or both

Source: http://www.flickr.com/photos/walkingsf/

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Branding

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Communications/PR

What’s the next storyResearch for a storyWhat experts to interview…

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Marketing

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Sales

Source: Sorry, don’t know who first created this model

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My Digital M&C Priorities(selecting and deselecting)

Organic Search (SEO)

Content (incl. Content Visualization)

Social Engagement (SME’s, all employees, BP’s)

Social Channels (SlideShare, YouTube,

Facebook, Twitter, LinkedIn)

Agile Digital Platform + Marketing Automation

Branding

Awareness

Response

Leads

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Denmark Digital Landscape

1. Danish available facts and figures

2. Customer survey

3. First person perspective, video

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The Networked Readiness Index 2010–2011, produced by the World Economic Forum

ICT Development Index (IDI)

Denmark: very digitally mature, in the most mature region

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A higher percentage of women are using Social Media. Overall (men and women) the popularity falls the older the user is.

Danes with higher education tend to use professional social networking services (like LinkedIn) more then others.Almost 2 out of 3 professional network profiles belong to men.

It is mainly Danes aged 25-44 years who use professional networking services. Senior professionals (55-64) are less using these services.

Consumers (%) who have shopped online the last 12 months (2011), by Eurostat

Danes and Internet usage (Danmarks Statistik, 2011)

© 2011 IBM Corporation

0 100 200 300 400 500 600

Search engine (90.8%)

Forums (35%)

Blogs (13.6%)

LinkedIn (22.3%)

Facebook (4.6%)

Supplier websites (71%)

SlideShare (2.5%)

YouTube (10.1%)

News sites (25.7%)

Twitter (3.4%)

From the IBM DK Midmarket survey (2012): “Where on internet are you looking for solutions for specific business challenges?”

*565 answered, 27 skipped

Search is still the preferred way looking for solutions

© 2011 IBM Corporation

B2B Related Social Platforms on the Danish Market

2,7 DK million users

850.000 DK users, +15.000 new/month, 200 industries represented

40.000 active DK accounts, growing, VIP heavy

“YouTube” for presentations, 3 bill. slide views/month (WW)

Famed as “one of the most used search engines” (WW)

200.000 DK Blogs, 75.000 active, 4500 new blog entries/day

There are +21 million articles (WW), 161.558 in Danish

62 mill. users (WW), ~400 end 2012, strong integration possibilities

IBM Denmark | 2012 Digital Landscape IBM

Facts and figures from July 2011; figures are approx.

There are 850.000 LinkedIn users in

Denmark

Around 15.000 new members register

each month

1-200 54.000

201-1000 50.000

1001-10000 95.000

10001+ 81.500

Unknown 449.000

Company size

Manager 87.500

Director 33.000

Vice President 13.000

Chief X Officer 14.500

Owner 60.000

Seniority

Business Dev. 5.800

Finance 14.000

HR 12.000

IT 35.500

Operations 30.000

Job roles (example)

18-24 55.000

25-34 122.000

35-54 150.000

55+ 25.000

Unknown 378.000

Age

There are 5100+ professional

Danish groupsBetween January 2011 and January

2012 it grow a staggering 23.5%

in Denmark

LinkedIn in Denmark

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Google+

Pinterest

OtherOther

Watching the horizon

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In 2012 smartphone sales will overtake computers

By 2013 more people will access the internet through their mobile than with a PC

Mobile

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We trust technical experts, people like our self and regular employees

Trust and Credibility (2012 Edelman Trust Barometer)

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A first person perspective

Trends in a marketing perspective:

Commercial messages soaring

People critically plan, select and deselect media consumption

Relationship Marketing and Personal Connectivity grows more important

Work and private life converges – “ease” is contagious

Decision processes increasingly driven by SoMe.

09:20

© 2011 IBM Corporation

Challenge: CMO underpreparedness

bit.ly/cmostudy201188%

ibm

© 2011 IBM Corporation

Challenge: Socialsemantic 2012

Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012

“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.

Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke

ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),

Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”

© 2011 IBM Corporation

Få FACTBOOK 2012 præsenteret for dig

http://blog.socialsemantic.eu/fa-factbook-2012-praesenteret-for-dig/#more-1644

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We are changing

© 2011 IBM Corporation

Search & Discovery

Two competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms:

The GoogleParadigm

The FacebookParadigm

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What we know… has for sure changed!

© 2011 IBM Corporation

What we know… has for sure changed!

© 2011 IBM Corporation

What we know… has for sure changed!

© 2011 IBM Corporation

Becoming the “shepherd”

Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg

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Becoming the “shepherd”

A

B

Move the client

© 2011 IBM Corporation

Becoming the “shepherd”

A

B

A

B

?

Move the client

© 2011 IBM Corporation

Becoming the “shepherd”

A

B

A

B

A

B

?

?

Move the client

© 2011 IBM Corporation

Becoming the “shepherd dog”!

A

B

A

B

A

B

A

B

?

?

Move the client

?

© 2011 IBM Corporation

Becoming the “shepherd dog”!

A

B

A

B

A

B

A

B

?

?

Move the client

?

Article

Comments to a

discussion

Presentation

Conversation

POW in a blog

SME speaker at an event

Webinar Q&A

Micro Engagements

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Use your second most valuable resource.

How?

Don’t have 1 person do 100%.

Have 100 people do 1%.

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Every employee can be an expert at something

Distributing or publishing content on social channels

Connecting experts and building relationships

Leading expert communities

Providing thought leadership on a particular topics

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Expertise Ecosystem

High value/potential SME’s, VIP’s, Spokes people,

Top Talents

Strategic, tactical external placement

Take by the hand

All employees

The Digital IBM’er Hub

High volume enablement, Digital self-service surfacing & engagement

Get Educated

Set up

Listen

Share

Publish

Measure

SME’s, Product/Solution experts

Expertise Locator Program

Scalable service to surface expertise externally and internally based on needs of the business

© 2011 IBM Corporation

Expert point of views

Sponsored media

Mobile app

/smarterplanet

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Social Guidelines

Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/

Personally responsible…

Identify your self…

Respect copyright…

Respect your audience…

Don’t pick fights…

Try to add value…

…………… bit.ly/p7MTaF

© 2011 IBM Corporation

Critical principles to keep in mind as you develop your social presence

Source: IBM

© 2011 IBM Corporation

It’s personal

Example:Visualize &Explaining concepts

Example:Architecture &

Drawing

Example:PMPAgile

Outsourcing

Source: IBM

© 2011 IBM Corporation

Challenges

Finding the right balance between Corporate Presence vs. Personal

Personal Presence can “run off”

Who owns the network?

How to measure the success

How to motivate the Social Engagers

© 2011 IBM Corporation

Consistency

Time

Guidelines

Targets

Value (or lack of)

Know how

Tools

Personal

ibm

Behavior

Barriers

Culture

Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/

© 2011 IBM Corporation

Some take aways

“Don’t fixate on which social network is important this

month. Instead, focus on creating content that people

want to share. They figure out how they want to share it.”

Mike Moran, http://www.biznology.com

“You have two ears and

one mouth. Use them.

In that proportion.”

Alex Bombeck’s grandmother (Euro RSCG)

“Do it wrong quickly.”

Mike Moran, http://www.biznology.com

“Use your first &

second most

valuable resource.”

“Don’t have 1 person do 100%.

Have 100 people do 1%.”

© 2011 IBM Corporation

twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

christian.carlsson@dk.ibm.com

+45-28 80 45 53

Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

© 2011 IBM Corporation

Other stuff

© 2011 IBM Corporation

Tools

© 2011 IBM Corporation

Tools

Analytics & Keyword Research– Google Analytics– Google AdWords– Compete– Quantcast

URL Shorteners– Bit.ly– Owl.ly

Social Media Aggregators– Netvibes– Paper.li– LinkedIn Today

Listening & Monitoring Tools– Social Mention– Trackur– Technorati– Google Alerts– Backtype– Icerocket– Hootsuite

Paid Listening & Monitoring Tools– Peoplebrowsr– Sysomos– Radian 6– Spredfast

© 2011 IBM Corporation

Personal Branding

© 2011 IBM Corporation

Play the “Personal Branding” card

There Are Only Three True Job Interview Questions...

1.Can you do the job?

2.Will you love the job?

3.Can we tolerate working with you?

Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet

© 2011 IBM Corporation

You are being researched

Social media monitoring service Reppler recently surveyed more than 300 hiring professionals to determine when and how job recruiters are screening job candidates on different social networks.

Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp

© 2011 IBM Corporation

Nurturing Experts

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Social API’s and Mashup’s

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Only our imagination is the barrier… ifttt.com

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Only our imagination is the barrier… ifttt.com

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

Social Business

© 2011 IBM Corporation

Our internal journey

Related article in Forbes on “IBM: Communication and Curation go hand in hand”http://www.forbes.com/sites/stevenrosenbaum/2012/04/10/ibm-communication-and-curation-go-hand-in-hand/

© 2011 IBM Corporation

More on Social Business

ibm.co/wow_socbiz

Social Mythbusters Hot from the press Where are you on the journey?

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Social Enablement

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Social Engagement

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A Social Selleris good at…

ibm

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The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html

© 2011 IBM Corporation

The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html

© 2011 IBM Corporation

Social Guidelines

1. Know and follow IBM'sBusiness Conduct Guidelines.

2. IBMers are personally responsible…

3. Identify yourself

4. If you publish content online relevant to IBM inyour personal capacity use a disclaimer

5. Respect copyright, fair use and financial disclosure laws.

6. Don't provide IBM's or another's confidential or other proprietary information

7. Don't cite or reference clients, partners or suppliers without their approval.

8. Respect your audience.

9. Be aware of your association with IBM in online social networks.

10. Don't pick fights, be the first to correct your own mistakes.

11. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.

12. Don't use use IBM logos or trademarks unless approved to do so.

bit.ly/p7MTaF

ibm

© 2011 IBM Corporation

Backup

© 2011 IBM Corporation

Why: Change is coming faster than we can imagine

The gap is closing

B2CB2B

Bring Your Own Device & “Follow me”

© 2011 IBM Corporation

Content Visualization

Noooooooo!!!!

© 2011 IBM Corporation

Data: We are always pushing the boarder…