ibm ics cee bp board april 2013 tecla.it presentation
TRANSCRIPT
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