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Similar to Digital marketing
Similar to Digital marketing (20)
Digital marketing
- 1. The Drastic Changing
Landscape of Digital Marketing
Christian C Carlsson (@chris_carlsson)
Digital Leader and Strategist, IBM Denmark
© 2011 IBM Corporation
- 4. 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
© 2011 IBM Corporation
- 6. … has for sure changed!
© 2011 IBM Corporation
- 7. Becoming the “shepherd”
© 2011 IBM Corporation
Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
- 8. Challenge: CMO underpreparedness
50% Global Nordic
Data explosion 71% 88%
Social media
*
68% 88%
Growth of channel and device choices 65% 79%
Shifting consumer demographics 63% 75%
Financial constraints 59% 60%
Decreasing brand loyalty 57% 60%
Emerging market opportunities 56% 71%
ROI accountability 56% 75%
Customer collaboration and influence 56% 70%
Privacy considerations 55% *
Global outsourcing 54% *
Regulatory considerations 50% 67%
Corporate transparency 47% 44%
© 2011 IBM Corporation
- 9. 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 The Facebook
Paradigm Paradigm
© 2011 IBM Corporation
- 14. Why: Go where our influencers are (i.e. journalists)
© 2011 IBM Corporation
- 17. Why: Change is coming faster than we can
imagine
The gap is closing Bring Your Own Device &
“Follow me”
B2B B2C
© 2011 IBM Corporation
- 18. Majority of Nordic CMOs are eager to deploy
tools and technologies to better manage Social
Media, Mobile Applications and CRM
50% Global Nordic
Social media 82% 89%
Customer analytics 81% 74%
CRM 81% 83%
Mobile applications 80% 87%
Content management 73% 74%
Tablet applications 72% 78%
Single view of customer 70% 69%
Collaboration tools 68% 57%
Predictive analytics 66% 48%
Reputation management 63% 58%
Search engine optimization 62% 65%
Campaign management 61% 52%
Score cards/dashboards 56% 46%
E-mail marketing 46% 48%
© 2011 IBM Corporation
- 19. Data: We are always pushing the boarder…
© 2011 IBM Corporation
- 20. Data: We are always pushing the boarder…
© 2011 IBM Corporation
- 28. twitter.com/chris_carlsson bit.ly/pwBHwc
linkedin.com/in/christiancarlsson
christian.carlsson@dk.ibm.com
+45-28 80 45 53
© 2011 IBM Corporation
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
- 30. Need for change to deal with data explosion
Percent of CMOs indicating
high/significant need
Invest in
technology
Integrate
insights
50% Global Nordic
Data explosion 71% 88%
Understand *
Social media analytics 68% 88%
Growth of channel and device choices 65% 79%
Rethink
Shifting consumer demographics skill mix 63% 75%
Financial constraints Collaborate 59% 60%
with peers
Decreasing brand loyalty 57% 60%
Validate
Emerging market opportunities ROI 56% 71%
ROI accountability 56% 75%
Address
Customer collaboration and influence privacy 56% 70%
Privacy considerations 55% *
Global outsourcing 54% *
Regulatory considerations 50% 67%
Corporate transparency 47% 44%
© 2011 IBM Corporation
- 31. Is the digital experience true to your brand?
© 2011 IBM Corporation
- 32. 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!
© 2011 IBM Corporation
- 33. More on Social Business
Social Mythbusters Hot from the press Where are you on the
journey?
ibm.co/wow_socbiz
© 2011 IBM Corporation
- 34. Why: Reach and Amplification
Troels Bisgaard Laursen Vig shared your article: "7 Lessons
From Successful Companies on LinkedIn"
© 2011 IBM Corporation
- 36. Expertise Ecosystem
Strategic, tactical external
High value/potential SME’s, placement
VIP’s, Spokes people
Take by the hand
Expertise Locator Program
SME’s, Product/Solution Scalable service to surface
experts, Top Talents expertise externally and
internally based on needs of
the business
Social Business @ IBM
High volume enablement,
Digital self-service surfacing &
engagement
All employees Get Educated
Set up
Listen
Share
Publish
Measure
© 2011 IBM Corporation
- 37. ibm
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 bit.ly/p7MTaF
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.
© 2011 IBM Corporation
- 38. It is personal
Example:
Visualize &
Explaining
concepts
Example:
Architecture &
Drawing
Example:
PMP
Agile
Outsourcing
© 2011 IBM Corporation
- 39. ibm
Barriers Consistency
Value (or lack of)
Behavior
Behavior
Culture Personal
Know how Time
Targets
Guidelines
Tools
© 2011 IBM Corporation
