digital marketing

© 2011 IBM Corporation

The Drastic Changing Landscape of Digital Marketing

Christian C Carlsson (@chris_carlsson)

Digital Leader and Strategist, IBM Denmark


Location based Flickr, Tweets, or both


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”

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


What we know…


… has for sure changed!


Becoming the “shepherd”

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


Challenge: CMO underpreparedness

50%

71%

68%

65%

63%

59%

57%

56%

56%

56%

55%

54%

50%

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Emerging market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Regulatory considerations

Global outsourcing

Corporate transparency 47%

88%

88%

79%

75%

60%

60%

71%

75%

70%

67%

44%

Nordic Global

*

*

*


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 Google Paradigm

The Facebook Paradigm


Every employee can be an expert at something


You

Social Engagement


Why: On-site vs. Off-site


Why: Where the real conversation is


Why: Go where our influencers are (i.e. journalists)


Why: Trust and Credibility


Why: Closing the Content Gap


Why: Change is coming faster than we can imagine

The gap is closing

B2C B2B

Bring Your Own Device & “Follow me”


Majority of Nordic CMOs are eager to deploy tools and technologies to better manage Social Media, Mobile Applications and CRM

50%

Social media

Mobile applications

Content management

Tablet applications

Single view of customer

Collaboration tools

Predictive analytics

Search engine optimization

Reputation management

Campaign management

Score cards/dashboards

E-mail marketing

Customer analytics

CRM

82%

81%

81%

80%

73%

72%

70%

68%

66%

63%

62%

61%

56%

46%

89%

74%

83%

87%

74%

78%

69%

57%

48%

58%

65%

52%

48%

46%

Nordic Global


Data: We are always pushing the boarder…


Only our imagination is the barrier… ifttt.com


twitter.com/chris_carlsson linkedin.com/in/christiancarlsson [email protected] +45-28 80 45 53

bit.ly/pwBHwc

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


Backup slides


Need for change to deal with data explosion

50%

71%

68%

65%

63%

59%

57%

56%

56%

56%

55%

54%

50%

Data explosion

Social media

Growth of channel and device choices

Shifting consumer demographics

Financial constraints

Decreasing brand loyalty

Emerging market opportunities

ROI accountability

Customer collaboration and influence

Privacy considerations

Regulatory considerations

Global outsourcing

Corporate transparency 47%

88%

88%

79%

75%

60%

60%

71%

75%

70%

67%

44%

Nordic Global

*

*

*

Invest in technology

Understand analytics

Collaborate with peers

Validate ROI

Address privacy

Integrate insights

Rethink skill mix

Percent of CMOs indicating

high/significant need


Is the digital experience true to your brand?


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.

… and Consistency!


More on Social Business

ibm.co/wow_socbiz

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


Why: Reach and Amplification

Troels Bisgaard Laursen Vig shared your article: "7 Lessons From Successful Companies on LinkedIn"


Marketers needs to bring back the good old “Mystery Shopping”


Expertise Ecosystem

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

Strategic, tactical external placement

Take by the hand

All employees

Social Business @ IBM

High volume enablement, Digital self-service surfacing & engagement

Get Educated

Set up

Listen

Share

Publish

Measure

SME’s, Product/Solution experts, Top Talents

Expertise Locator Program

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


Social Guidelines

1. Know and follow IBM's Business Conduct Guidelines.

2. IBMers are personally responsible…

3. Identify yourself

4. If you publish content online relevant to IBM in your 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


It is personal

Example: Visualize & Explaining concepts

Example: Architecture &

Drawing

Example: PMP Agile

Outsourcing


Consistency

Time

Guidelines

Targets

Behavior

Value (or lack of)

Know how

Tools

Personal

ibm

Behavior

Barriers

Culture


“E-mail is where information goes to die.”


Social Business


Personal Branding

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

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.

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

















http://www.reppler.com/

digital marketing

Technology

search amp

barrier ifttt

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http

pushing