Oracle, Leader Networks, and Social Media Today recently conducted an online survey of over 900 marketing and technology executives to learn how companies are leveraging social technologies and practices throughout their organizations. Join us as we discuss part two of the The Social Business Research Study, focused on Socially Driven Collaboration. How has the the relationship between Marketing and IT/Technology groups changed in response to the impact of social business? We explore how the opportunity for increased collaboration is perceived by each of these groups as their organizations evolve towards becoming socially enabled enterprises. While Marketing has a leading role in the adoption of social channels with a focus on building awareness, the significant operational benefits of increased collaboration between Marketing and IT include: Stronger and more compelling marketing messages Faster speed to market Greater product and service adoption Fewer defects in products and services Join this exclusive webinar to learn how your organization can capitalize on the developing relationship between IT and Marketing. Follow along on twitter using #smtlive

1. Socially Driven Collaboration:
How Social Business is Changing The Roles of
Marketing and IT
#SMTLive

2. Thank You to Our Sponsor
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@OracleSocial

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Join the Conversation…
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Our Speakers
Erika Jolly Brookes, VP of Product Strategy, Oracle. @EBrookes
Erika Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social
business to help guide product strategy and development. Prior to joining Oracle, she was vice
president of marketing and communications at Vitrue, a leading provider of social marketing
publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and
is now a wholly-owned subsidiary of Oracle.
Vanessa DiMauro , CEO of Leader Networks, @vdimauro
Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that
helps organizations succeed in social business and B2B online community. DiMauro is a popular
speaker, researcher and author. With 15+ years experience in leadership positions, she has founded
and run numerous online communities, and has developed award-winning social strategies for the
largest and most influential companies in the world.
Paul Dunay, Moderator, @PaulDunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services
and professional services organizations.

5. Five Tips to Success with Your
Tech Team
Lessons learned from a new executive study,
“Socially Driven Collaboration”
#socbizresearch #SMTlive

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Safe Harbor Statement
The following is intended to outline our general product
direction. It is intended for information purposes only, and
may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and
should not be relied upon in making purchasing decisions.
The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole
discretion of Oracle.

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WHAT’S HAPPENING WITH
TECHNOLOGY
Empowered Consumers Have Control
#socbizresearch #smtlive

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St. Peter’s Square, Rome
Mobile, Digital, Social via the Cloud
Technology Changing Everything

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Your Customers & Employees are Always
Connected, Sharing, Aware

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Source: Make B2B Marketing Thrive In The Age Of The Customer, Forrester Research, Inc. May 2013”
Consumers have Control - and Won’t Give it Back

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Marketing has Limited Control
PAID
EARNED
OWNED
R
E
A
C
H
CONTROL
• Owned: The easy part
– Info you create and publish
• Paid: The expensive part
– Info you pay to post
• Earned: The riskiest part
– Info others say about you

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12
EVOLVING ROLE OF THE CMO
More Responsibilities… Presenting More Opportunities
#socbizresearch #smtlive

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“By 2017 the CMO will spend
more on IT than the CIO.”
An Eye-Catching Study Emerges

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CMOs Have So Many “Top” Priorities
Source: SAS/Economist Intelligence Unit, June 2013
Retaining
customers
10%
Entering
new markets
13%
Creating new
products &
services
13%
Improving
organization’s
reputation
16%
Driving
revenue
growth
31%
Finding new
customers
17%

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15
A Hybrid Need Exists
Marketing IT
CX Management
Service
Strategic Vision
Consumer-Facing
Competitive Data
CRM
Mobile
Digital Advertising
Mobile
Infrastructure
Social
Email
Cost Efficiency
Consumerization
Enterprise IT
Innovation
New Technologies
New Technologies
Security
Internal Focus
Operations
Innovation
Analytics
Big Data
ecommerce

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16
Only 10% of Marketing and IT executives
interviewed believe collaboration between
CMOs and CIOs is currently sufficient.
IT & Marketing Must Collaborate

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Embrace Change & Drive Strategy
Collaborative
Social
Enterprise
People
Technology
Process
Connected
Empowered
Consumer
#socbizresearch #smtlive

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MARKETING IS LEADING THE CHARGE
Collaboration is Essential… and Becoming Inevitable
#socbizresearch #smtlive

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19
Purpose of the study:
• Explore the changing relationship between Marketing and IT due to social
business
• Identify potential opportunities from increased levels of collaboration
Sample composition:
 662 Marketing and 263 IT leaders
– 100+ employees
– Currently use at least one social platform
About The Study
#socbizresearch #smtlive

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Social Business Practices are Changing Marketing and IT
 Marketing and IT can now collaborate more effectively.
 Social business brings greater awareness of thought
leadership, a stronger voice in management decisions and
the ability to articulate ROI.
 Marketing and IT need to both acquire (for themselves) and
hire new skill-sets (for the organization).
#socbizresearch #smtlive

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21
10%
3%
5%
6%
10%
11%
15%
12%
16%
1%
4%
7%
5%
9%
10%
12%
15%
15%
3%
6%
5%
7%
10%
10%
9%
12%
12%
No change
I need to learn to manage millennial resources
I need new leadership/management skills
I am hiring new/different skills
I can articulate ROI better/differently
I have a stronger voice in management decisions
I need new/different technical skills
I have a greater awareness of thought leadership agenda
I have the ability to collaborate more effectively
First Second Third
IT respondents are
more likely to report
this change
Marketing respondents are more likely to
report this change
n=821
How is your role evolving due to social business?
Rank the top three responses
#socbizresearch #smtlive

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22
26%
37%
25%
13%
36%
45%
17%
3%
Frequently Occassionally Rarely Never
IT Marketing
In your role as a Marketing or IT professional,
how frequently do you collaborate with your Organization’s
IT/Marketing team on projects or initiatives?
IT N=244
Marketing N=594
#socbizresearch #smtlive

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23
16%
13%
50%
21%
4%
16%
57%
23%
Non-Existent
Poor
Adequate
Excellent
Marketing IT
How would you classify your current collaboration with
Marketing (IT)?
#socbizresearch #smtlive

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IT N=72
Marketing N=117
26%
7%
10%
29%
31%
21%
17%
5%
34%
47%
Other
I do see the benefit, but my peer(s) don’t welcome it
I don’t see the benefit
I do see the benefit, but neither team prioritizes it
I do see the benefit, but my company culture
doesn’t enable it
Marketing
IT
Common fill-in responses include:
IT is outsourced
IT doesn’t support social media
IT doesn’t welcome it
No connection between IT and marketing
My customers are internal
Why don’t you collaborate well with Marketing (IT)?
Select all that apply
#socbizresearch #smtlive

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How has your relationship with Marketing (IT) changed
over the past 12 months?
IT N=246
Marketing N = 590
2%
60%
38%
2%
56%
41%
We Collaborate Less
No Change
We Collaborate More
Marketing
IT
Characteristics of organizations that
report collaborating more
• Typically larger in size (<50K
employees was top response)
• From the technology,
manufacturing, financial services
and business services industries.
#socbizresearch #smtlive

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How, if at all, has this change in collaboration
impacted your effectiveness as a professional?
IT N=96
Marketing N = 257
0%
27%
71%
2%
23%
74%
0%
20%
40%
60%
80%
I Am Less Effective No Change in Efficiency I Am More Effective
IT
Marketing
#socbizresearch #smtlive

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27
2%
2%
17%
27%
36%
42%
43%
51%
2%
2%
13%
26%
23%
40%
47%
54%
Other
No benefits
Increased share of budget
Fewer defects in the products or services we offer
Reduction in project costs
Greater adoption of the products or services we…
Faster speed to market with products and services
Stronger/more compelling marketing messages
Marketing
IT
What, if any, are the benefits of increased collaboration?
Select top three
IT N=88
Marketing N= 237
#socbizresearch #smtlive

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FIVE TIPS TO SUCCEED
#socbizresearch #smtlive

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Social Business Benefits the Whole Organization –
Tip # 1: Get C-Suite Buy-in for Shared Goals
CEO
CMO CIO CFO
#socbizresearch #smtlive

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Advance from Just “Adequate”-
Tip #2: Understand Your Peer’s Perspective
Can IT move
at the speed
of marketing?
Does
Marketing
realize how
hard this is?
#socbizresearch #smtlive

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31
Culture of Collaboration Starts With You
Tip #3: Be the Role Model
Reach out. Make the first move. Make the
first five moves, if that’s what it takes.
Pick a point of customer pain that has IT /
Marketing implications and try to solve it
together!
#socbizresearch #smtlive

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Increased Collaboration Can Yield Many Benefits -
Secret #4: Find Meaningful Metrics
2.5 quintillion bytes
of data created every day
Want Engagement, Not Likes
#socbizresearch #smtlive

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Collaboration Helps Avoid Tech Mistakes -
Tip # 5: Carefully Choose Tools
Don’t “belly up to the bar” of tech tools
#socbizresearch #smtlive

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SUMMARY & WHAT TO DO NEXT
#socbizresearch #smtlive

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35
Summary
 Technology empowers consumers & demands a lot of CMOs
 Social business is changing how Marketing and IT leaders work
 Significant obstacles exist to collaboration, starting with culture
change
 Collaboration improves professional effectiveness & offers significant
operational benefits
#socbizresearch #smtlive

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Do This Next
 Schedule a meeting with your IT counterparts
– Identify a single operational process or result that social business
can enhance or accelerate
– Identify the collaboration details (the 5 W’s – who, what, when,
where and why)
– Define key success metrics

37. 157,345
Join the Conversation…
#SMTLive

38. #SMTLive
Our Speakers
Erika Jolly Brookes, VP of Product Strategy, Oracle. @EBrookes
Erika Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social
business to help guide product strategy and development. Prior to joining Oracle, she was vice
president of marketing and communications at Vitrue, a leading provider of social marketing
publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and
is now a wholly-owned subsidiary of Oracle.
Vanessa DiMauro , CEO of Leader Networks, @vdimauro
Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that
helps organizations succeed in social business and B2B online community. DiMauro is a popular
speaker, researcher and author. With 15+ years experience in leadership positions, she has founded
and run numerous online communities, and has developed award-winning social strategies for the
largest and most influential companies in the world.
Paul Dunay, Moderator, @PaulDunay
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services
and professional services organizations.