connected generation
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© 2013 IBM Corporation
Connected Generation From “Liking” to “Leading” in a digital world
Virginia SharmaVice-President, Marketing and Communications, IBM India/South Asia
VirginiaSharma#DesiCMO
Connected Generation From “Liking” to “Leading” in a digital world
President, Marketing and Communications,
© 2013 IBM Corporation
The MillennialVirginiaSharma#DesiCMO
© 2013 IBM Corporation
Student Study
3
We interviewed 3,400 students worldwide who represent this generation via the 2012 IBM Global Student Study and compared their views to those of CEOs
– 54% from growth markets, 46% from mature markets– 39% under 21, 40% b/w 21-25– 63% male, 37% female
2012
Source: Millennials: “We R Who We R”, Feb 5, 2011, Millennial Marketing
IBM Student Study lends some insights into the Millennials
VirginiaSharma#DesiCMO
CEO Study
We interviewed 3,400 students worldwide who represent this generation via the 2012 IBM Global Student Study and compared their views to those
54% from growth markets, 46% from mature markets
2012
Source: Millennials: “We R Who We R”, Feb 5, 2011, Millennial Marketing
IBM Student Study lends some insights into the Millennials
© 2013 IBM Corporation4
Operational controlTight operational and financial control to ensure compliance; avoid waste; and enforce standards, norms and behaviors
Balance between openness and control
9%
35%
17%
30%33%
Millennials will look for companies that are open and empower them
33%
Organizational impact from competing influences
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Organizational opennessOpening of organizations internally and externally and empowerment of individuals to facilitate innovation, collaboration and creativity
Balance between openness and control
Students
58%
17%
30%
CEO OutperformersCEO Underperformers
48%
37%
Millennials will look for companies that are open and empower them
Organizational impact from competing influences India 68%
© 2013 IBM Corporation
Millennials seek a collaborative environment, ability to innovate and work-life balance
Organizational attributes to engage employees
Collaborative environment
Ability to innovate
Work-life balance
Ethics and values
Purpose and mission
Financial rewards
Work flexibility
Personal autonomy
Cultural diversity
Stability of the organization
Comprehensive mentoring
Industry leadership
Customizable compensation
63%
51%
35%
65%
58%
31%
24%
31%
21%
37%
18%
40%
18%
59%
54%
54%
46%
42%
40%
40%
38%
30%
30%
27%
22%
19%
Students
5
India 74%
India 53%
Millennials seek a collaborative environment, life balance
Organizational attributes to engage employees
63%
51%
35%
65%
58%
31%
24%
31%
21%
37%
18%
40%
18%
CEOs
VirginiaSharma#DesiCMO
© 2013 IBM Corporation
Millennials take technology for grantedMore preoccupied with the economy and its impact on job prospects
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Millennials take technology for grantedMore preoccupied with the economy and its impact on job prospects
© 2013 IBM Corporation
Millennial consumers use social media and websites CEOs still believe in face to face
India 63%
India 37%
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Millennial consumers use social media and websites
India 37%
© 2013 IBM Corporation
Millennials understand what it takes to be successful
CEO characteristics for success
Inspirational leadership
Global mindset
Competitive instinctLeadership teaming
Environmentally / socially devoted
Risk tolerant
Customer obsession
Financial skills
Boldness
Disruptive creativity
Transparent
Technology savviness
Diversity-drivenVirginiaSharma#DesiCMO
Millennials understand what it takes to be successful
CEO characteristics for success
Competitive instinctLeadership teaming
Environmentally / socially devoted
Risk tolerant
Customer obsession
Financial skills
Boldness
60%
Disruptive creativity
Transparent
Technology savviness
driven
48%
38%
58%
16%
33%
61%
24%
35%
33%
34%
23%
20%
56%
52%
48%
47%
39%
36%
34%
33%
33%
33%
32%
30%
26%
Students CEOs
© 2013 IBM Corporation
Millennials believe corporate social responsibility is a critical success factor for business, not just a nice to have
VirginiaSharma#DesiCMO
Millennials believe corporate social responsibility is a critical success factor for business, not just a nice to have
© 2013 IBM Corporation
CORPORATECITIZENSHIP
@ IBM
Kidsmart Reinventing EducationEXITE Camps MentorPlace
TryScienceReading Companion
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SME ToolkitSAHANACorporate Service CorpsMentorPlace
TryScience On Demand Community
Collaborative Citizenship
Genuine, not just generous
Talent that complements our technology
Not just getting involved but staying involved
© 2013 IBM Corporation
“Let’s also make sure that a high school diploma puts our kids on a path to a good job…At schools like P-Tech in Brooklyn, a collaboration between New York Public Schools, the City University of New York, and IBM,with a high school diploma and an associate degree in computers or engineering.
Relevance not Visibility: Aligning Corporate Citizenship Efforts with the National Agenda
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Let’s also make sure that a high school diploma puts our kids on a path to a good job…At a collaboration between New York Public
Schools, the City University of New York, and IBM, students will graduate with a high school diploma and an associate degree in computers or engineering.
Relevance not Visibility: Aligning Corporate Citizenship
A brand must deliver exceptional “Millennial Ready” web experiencesacross all functions, not just marketing
Exceptional Web
Experiences
Citizen EngagementEase tax filings
Emergency readinessEducation advancement
Food SafetyTransport Systems
Social Portal, Employee Engagement Workplace
On-line Banking,Patient Portal
Claim Processing
Business Unit Executive
Officials
CHRO
CIO
Integrate/migrate existing applications, Streamline IT operations, enhance employee experience
VirginiaSharma#DesiCMO
A brand must deliver exceptional “Millennial Ready” web experiencesacross all functions, not just marketing
Exceptional Web
Experiences
Company web presence,Buy, Market, Sell, Service
Demand Generation,On-line Sales
Brand Loyalty
Social Portal, Employee Engagement Workplace
Optimizing Self Service,Call Center
Service/Support
CMO
CHRO
CIO
Integrate/migrate existing applications, Streamline IT operations, enhance employee experience
Are you Millennial Ready?
Create a Smarter
Workforce
Activate the WorkforceImprove productivity and unleash innovation
Create a Create a Smarter Smarter WorkforceWorkforce
Flexible
Tech enabled
Open
Integration
Analytics
SocialVirginiaSharma#DesiCMO
Delight CustomersIncrease loyalty, advocacy, and revenue
Create an Create an Exceptional Exceptional Customer Customer ExperienceExperience
Collaborative
Innovative
Responsible
Mobile
Content
Social
© 2013 IBM Corporation
Activate the Workforce: IBM DesiCorps Case Study
Internal community
Engagement
The Internal community of 31000 IBMers created alongside the external one created robust engagement and better evengelism amongst the network of Community Members
Inspiration
On Demand Community rose to a steady 45000 in 2012 owing to the DesiCorps campaign
Activate the Workforce: IBM DesiCorps Case Study VirginiaSharma#DesiCMO
External community
Inspiration
On Demand Community rose to a steady 45000 in 2012 owing to the DesiCorps campaign
Action
Number of CSC Applications viewed and candidates approved doubled in 2012
© 2013 IBM Corporation
Delighting Customers: My Coke RewardsCoke’s largest and most successful interactive marketing program ever Delighting Customers: My Coke RewardsCoke’s largest and most successful interactive marketing program ever
My Coke Rewards has 13 million registered members, almost a
quarter of a million visits per day, about 50,000 new members each week, and 1.4 million members
entering PIN codes each month.
VirginiaSharma#DesiCMO
My Coke Rewards has 13 million registered members, almost a quarter of a million visits per day, about 50,000 new members each week, and 1.4 million members entering PIN codes each month.
© 2013 IBM Corporation© 2013 IBM Corporation16
To get the full version of the CEO and Student reports, see ibm.com/studentstudy and To get the full version of the CEO and Student reports,
and ibm.com/ceostudy2012
VirginiaSharma#DesiCMO