When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !

1. ®
Vice President,
IBM Software Group Channels and Social Media Evangelist
© 2009 IBM Corporation

2. What is Marketing 2.0?
A Powerful Mix of New and Traditional Marketing Tactics
Social networks (e.g. Facebook, virtual worlds), gaming,
Social Media widgets, wikis, Blogs, Twitter, RSS, podcasting, videocasting
+ Traditional Marketing
Marketing 2.0
Scenario 1 Scenario 2
Event Webcast Search Banner Blog Video Twitter Print
Expense
Buzz
Conversion
Loyalty
Advocates
2 Source: New Language of Marketing 2.0, 2009

3. Why Now?
In a tough economic climate
The market has evolved Web 2.0 moves your clients to act faster
Web 1.0 Access information, purchase online
Awareness
Web 2.0 Share, Collaborate, Experience, Interest
Participate and Co-Create
Desire
Message Message
Marketing Marketing Action!
Goals Goals
Adaptive
Robust
Audience Audience
Parameters Profile
Audience Audience
3 Source: New Language of Marketing 2.0, 2009

4. Growth in Social Media is Exponential
4

5. 5

6. Our Marketing 2.0 Strategy Delivers Results!
1 Delivered 41% leads from marketing
2 Achieved 15% YTY in new customers
3 Highest SWG conversion of leads to win
46% increase in leads from Web and
4 Impact event: lowest cost per lead
6

7. Tip #1: Recognize the new buyer: Generation ‘C’
Control
Content
Communicate
Creativity
Channel
Creative Class
Community
Connected
Co-Creators
Consumer 2.0
Conversation
A Vision Of Students today!
http://www.youtube.com/watch?v=dGCJ46vyR9o
7

8. Tip #2 – Always begin with the Goal in Mind!
What are your goals?
Engagement
I want xx people reading this blog by 2009
Education
I need to help x types of citizens understand y
Awareness
I want xx people to be aware of yy initiative
Knowledge
I want employees to be able to use our zzz to yyy
Areas of interest
I want to understand what employees/citizens/xx group want
from us
Leads/transactions
I want xx residents renewing their passports online by 2011.
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9. Tip #3 – Use a Marketing 2.0 Framework
Framework for Implementing Traditional and Web 2.0 Marketing
Analyze the Market
Nail the Relevant
Strategy & Story
Go to Market…Socially
Energize the Channel
& Community
Leads and
Revenue
Scream!
9 Source: New Language of Marketing 2.0, 2009

10. New Research Methods: The Power of Social Media
Be Prepared to Monitor and Respond
BANTER tool to help identify and listen
to influencers and creators through blogs
and communities
10 Source: New Language of Marketing 2.0, 2009

11. Analyze the Market & Create the Strategy: Segmentation
Digital Citizens & General Population
Vital Stats
20% of employees at
large U.S. companies
now contributing to
Web 2.0
U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000
US Census Bureau, 2000 Census Demographic Profile
11 Source: New Language of Marketing 2.0, 2009

12. Nail the Strategy and Tell the Story
Branded & Lightly Branded
12 Source: Intel, 2009 Source: New Language of Marketing 2.0, 2009

13. Go To Market … Socially
Value Proposition
Relationships
Influencer Value
Develop your value
proposition with your
customers
13 Source: New Language of Marketing 2.0, 2009

14. Go To Market … Socially
Building relationships drives business value
Customization
Value Proposition
Relationships
Co-Creation
Influencer Value
Collaboration
WebSphere Commerce
WebSphere Ilog
Over 10,000 conversations to date
14 Source: New Language of Marketing 2.0, 2009

15. Go To Market … Socially
The Wheel of Influencers Has Broadened
Value Proposition EMPLOYEES CUSTOMERS
Relationships
LOCAL
INVESTORS COMMUNITY
Influencer Value
COMPANY
ACADEMIC
PARTNERS
COMMUNITY
GOVERNMENT MEDIA
15 Source: New Language of Marketing 2.0, 2009

16. Energize the Channels and the Community
The New Technology Vessels
16 Source: New Language of Marketing 2.0, 2009

17. Revenue in Social Media Connections
Social networking affects your bottom line
Each person in your email address book
at work is associated with $948 in annual revenue
Knowing executives external
to project: $6,395 in revenue
per executive/project Multiple managers:
$98 less revenue/mo
per weak tie
Strong links to a manager:
$588 more revenue/mo
Full text: http://smallblue.research.ibm.com/publications/Utah-ValueOfSocialNetworks.pdf
17 Source: Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, 2009

18. Energize the Channels and the Community - Education
Serious Gaming
Virtual Spaces
Social Networks
Blogs
Twitter
Vital Stats
Average age: 33
47% in 18-49 bracket
24% over 50
18 Source: New Language of Marketing 2.0, 2009

19. The Cast
19 Source: New Language of Marketing 2.0, 2009

20. Teachable Moments – Logan’s “Scavenger Hunt”
20 Source: New Language of Marketing 2.0, 2009

21. Energize the Channels and the Community - Education
21 Source: New Language of Marketing 2.0, 2009

22. Energize the Channels and the Community - Sharing
Virtual Event
Serious Gaming
Virtual Spaces
Social Networks
Blogs
Twitter
22 Source: culture-buzz.com, 2008 Source: New Language of Marketing 2.0, 2009

23. Energize the Channels and the Community - Sharing
Search Engine Optimization Internet Lead Generator
Position your site for optimal Transform your Web site
hits from top search engines from brochure-ware to
lead-generation powerhouse
Value: Value:
Increased traffic to your site Prospects access compelling
Ways to identify and capture leads content
These are prospects who are already Capture contact information for
looking for you! follow-up
23

24. Energize the Channels and the Community - Dialogue
SOA Social http://soasocial.com/
Vital Stats
50% of online Americans
use social networking services (SNS)
U.S. SNS users grew 10% last year
U.S. advertising spend on SNS will
double over the next four years
from $1.3 billion in 2008 to
$2.6 billion in 2012
Lotus Live
Lotus Connections
Sources: U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008),
U.S. Online Consumer Behaviors Survey (August 2007), U.S. Consumer Online Attitudes Survey, (June 2008)
24 Source: New Language of Marketing 2.0, 2009

25. Energize the Channels and the Community - Dialogue
http://socialmediasandy.wordpress.com/
Serious Gaming
Widgets
Social Networks
Blogs
Twitter
25 http://smarterplanet.tumblr.com/ Source: New Language of Marketing 2.0, 2009

26. Energize the Channels and the Community – Dialogue
http://www.dell.com/twitter
Used for promotions, customer
Links to Other
service and community building Social Media
activities
Facebook
Who you follow RSS
Video
influences your
Idea Factory
followers Flickr
28 Twitter Streams
Boards
Blogs
8 Non-English
Geo-Specific
Tool Chest
Tweetscan.com / search.twitter.com – search Tweets for
company/keywords
http://dossy.org/twitter/karma/ - See who follows you and follow them
http://is.gd/ & http://bit.ly/ - shorten URLs to a bare minimum
Tweetlater.com/ - Schedule tweets & much more
TweetDeck.com/ - Breaks Twitter feeds into bite-sized pieces
26 Source: New Language of Marketing 2.0, 2009

27. Energize the Channels: Streisand Effect
Def. an attempt to censor or remove information that
backfires, causing the information to be widely
publicized
http://www.californiacoastline.org/streisand/lawsuit.html
quot;The Net interprets censorship as damage
and routes around it.quot;
John Gilmore
27 Source: Chris Muir – daybydaycartoon.com / Tampa Tribune / CaliforniaCoastline.org Source: New Language of Marketing 2.0, 2009

28. Leads and Revenue Campaign
Effectiveness
Show Me the Money! Response
Section
Management Section
Campaign
Analysis
Reports
Leads & VLR
Dashboards
The New Metrics
Install Base
Reports
Pipeline
Contribution
Section
28 Source: New Language of Marketing 2.0, 2009

29. Leads and Revenue
Show Me the Money!
Frequency of
relevant
conversations
Conversations
mention the
brand on
popular
communities
Conversions to
Relationships
relationships
to purchases
Source: Forrester Research
29

30. Putting it All Together – Basic Recipe
Goals Greater volume of leads through more web traffic
Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
Co-sponsor events Online polling to build agendas, Facebook and
LinkedIn profiles and groups help share information,
offers and encourage conversations around targeted
topics
Static web banners Blog feed banner
Newsletters Interactive signature, drive to widget download
Sponsorships
Microsite Video/Blog comments, user ratings of offers
Email blast to rented lists Register for mobile alerts
Sponsored webcasts Live chat, user-generated forum
30 Source: New Language of Marketing 2.0, 2009

31. Putting it All Together – Advanced Recipe
Goals: Greater loyalty through community collaboration
Improve conversion through positive experience
Traditional Tactics Add on Marketing 2.0 Tactics
SMEs speak or work peds at SMEs to post relevant comments, links,
events podcasts, links on existing community sites
User/Customer Group meetings Establish an online community
Set up a board of advisors (or Target specific focused blogs and
sales focus group to get communities to help influence sentiment and
feedback on your strategy or get feedback on positioning and products
test your messaging
Push branded messages Create two-way channel for your brand -
Facilitate creation of community generated
content - videos, podcasts and allow users to
remix & comment socially
31 Source: New Language of Marketing 2.0, 2009

32. Blogs and Education - Potential uses
Replacing standard class web pages
Professor-written blogs which cover interesting developments that
relate to the theme of the course
Organization of in-class discussion
Organization of intensive seminars where students have to provide
weekly summaries of the readings
Requiring students to write their own blogs as part of their grade
Henry Farrell, Crooked Timber
32 Source: New Language of Marketing 2.0, 2009

33. SlideShare – Potential Uses
Disseminating lecture material for revision purposes
Discuss lecture material using the comments feature to aid
understanding
As a student assignment assessing virtual presentation skills
Find other presentations on your topic - save reinventing the
wheel
Building up a body of resources over time on a particular
topic
Drawing together conference / seminar materials using a
common tag or keyword
33 Source: New Language of Marketing 2.0, 2009

34. 34

35. Twitter and Potential Uses
Pointers to online resources based around a
course
Student reminders about deadlines
Breaking down barriers and getting to know
others over this quot;virtual water coolerquot;
Keeping up to date for you and students
Instant lecture feedback - are you Twittering
about this presentation?
35

36. 36 Source: New Language of Marketing 2.0, 2009

37. Top 5 Do’s to Marketing 2.0
1. Keep your eyes on Profit Generation
2. Remember Marketing is about intimate relationships
3. Leverage the power of Web 2.0
4. Understand the value of the Influencer
5. Tune your Marketing Mix
37 Source: New Language of Marketing 2.0, 2009

38. How to Order the Book
• Available Now
• Amazon.com
• Amazon Kindle
• Barnes & Noble
• Borders
• IBM Press Books
38

39. Resources
http://socialmediasandy.wordpress.com/
http://twitter.com/sandy_carter
http://www.soasocial.com/
Referenced media links
Motrim Moms ad: http://www.youtube.com/watch?v=BmykFKjNpdY
Moms backlash: http://www.youtube.com/watch?v=LhR-y1N6R8Q
Coke and Mentos experiment #137: http://www.eepybird.com/dcm1.html
IBM Virtual Data Center: http://www.ibm.com/3dworlds/businesscenter/us/en/
SOA Swap’d Video: http://www.youtube.com/watch?v=q_YRk-oWiVE
Intel Centrino user-created video: http://www.tudou.com/programs/view/O_AL46HULM8/
My Virtual Model: http://www.mvm.com/
SmartSOA Virtual Forum: http://www-01.ibm.com/software/solutions/soa/events/smart_soa_virtual_forum.html
Innov8 Intro: http://www.youtube.com/watch?v=EZnfBOoriaM
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40. Lotus Education in Social Media
Lotus Education Twitter
Lotus Education User Group on LinkedIn
Lotus Training YouTube Channel
Lotus Training and Certification
40

41. Q&A
41