1. Digital Marketing Roadmap
IBM Consultants
Luiz Eduardo Buccos Silveira
Ligia Zotini Mazurkiewicz

2. IBM Impact Grant Closure
Fernando Henrique Cardoso
http://ifhc.com.br/
http://www.ifhc.org.br/en/fhc/vida/presidencia/
Sérgio Fausto
http://bakerinstitute.org/experts/sergio-fausto/
Andre de Athayde Oliveira
http://br.linkedin.com/pub/andre-de-athayde-oliveira/25/ba6/559/en
Luiz Eduardo Buccos Silveira
https://br.linkedin.com/in/buccossilveira
Ligia Zotini Mazurkiewicz
http://br.linkedin.com/pub/ligia-zotini-mazurkiewicz/11/556/42a

3. Fernando Henrique Cardoso was president of the Federative Republic of Brazil for two consecutive mandates, the first from January 1st, 1995 to January 1st, 1999, and the second
from January 1st, 1999 to January 1st, 2003. He is a sociologist and author of a number of books on social change and development in Brazil and Latin America.
He was born in Rio de Janeiro on June 18th, 1931, into a family of military background. He was married to the anthropologist Ruth Corrêa Leite Cardoso (September 19th, 1930 –
June 24th, 2008) and has three children.
He presides the Instituto Fernando Henrique Cardoso (iFHC), which preserves and provides access to his personal archives, in addition to promoting debates on democracy and
development.
ACADEMIC HISTORY
FHC graduated in sociology from the University of São Paulo (USP), where he began to lecture in 1952. Engaged in the struggle to improve public education and modernize the
university, he was persecuted after the 1964 coup d’état. After living in exile in Chile and France, he returned to Brazil in 1968, passing a civil service exam to teach Political Science at
USP. The following year, Cardoso was forced to retire and had his political rights revoked under the country’s InstitutionalAct nº 5.
In conjunction with other lecturers and researchers whose rights had been suspended, Cardoso founded the Centro Brasileiro de Análise e Planejamento (CEBRAP), which was to become
an important center for research and reflection upon the Brazilian reality. In lectures and press articles, he gained recognition as a critic of the military regime and an advocate of a
peaceful transition to democracy.
In addition to the University of São Paulo, of which he is emeritus professor, Cardoso has taught at the University of Santiago, Chile; the University of California (Stanford and
Berkeley), USA; the University of Cambridge, England; the University of Paris-Nanterre, the École des Hautes Études en Sciences Sociales, and the Collège de France, in France. From
2003 to 2007, he was professor at-large at the Thomas J. Watson Jr. Institute for International Studies, at Brown University in the United States.
He presided the International SociologicalAssociation (1982-1986), has received honorary doctorates from more than 20 universities; he is also an honorary overseas member of the
American Academy of Arts and Sciences.
His books published in Brazil include: A arte da política: a história que vivi (2006); O presidente segundo o sociólogo, entrevista a Roberto Pompeu (1998); O mundo em português,
um diálogo comMário Soares (1998); A construção da democracia (1993); Dependência e desenvolvimento na América Latina, with Enzo Faletto (1969, relaunched in 2004); Capitalismo
e escravidão no Brasil meridional: o negro na sociedade escravocrata do Rio Grande do Sul (1962, relaunched in 2003). His most recent overseas publication is The accidental president of
Brazil (2006).
In addition to numerous magazine articles published in various countries, a complete set of his pronouncements and speeches as president of Brazil was published in sixteen
volumes by the Communication area of the Presidency of the Republic (Brasilia, 2002).
In 2005, he was elected one of the hundredmajor public intellectuals of the world in a survey conducted by the magazines Prospect and Foreign Policy
Fernando Henrique Cardoso (FHC) – Biohttp://www.ifhc.org.br/en/fhc/vida/

4. Impact Grants is a program of IBM Corporate Citizenship to provide consultant expertise of IBM employees to support
educational and not-for-profit organizations in their efforts to serve communities. The grant allows IBM to deliver
consultant services that meet the ever changing needs of the not-for-profit and government sector.
The methodology applied to support iFHC’s needs is named Digital Marketing Roadmap. This solution is designed to
identify challenges of digital marketing within the organization and map future tracks to support better market positioning,
brand awareness, usage of digital tools and review of internal processes.
IBM Team
Alcely Barroso, Executive of Corporate Citizenship, IBM Brazil
Ana C. Figueiredo, Corporate Citizenship Project Manager, IBM Brazil
Luiz Eduardo Buccos Silveira, Brand Manager, IBM Brazil
Ligia Zotini Mazurkiewicz, Marketing Manager, IBM Latin America
IBM Impact Grant

5. Global go to Think Tanks
http://www.ifhc.org.br/publicacoes/think-tanks/
The 9th annual report released by the University of
Pennsylvania, USA, which evaluates and ranks nearly 7.000
think tanks worldwide, iFHC Foundation was among the
three most important in Brazil, among the most important
15 in South and Central America and in 67th place in the
"Think Tanks with the most significant impact on public
policy."
Full report from the University of Pennsylvania "Go Global
Think Tanks to 2014": http://bit.ly/1E6bjMP
IFHC – World Class Think Tank
Ana Figueiredo – IBM Citizenship, Ligia Zotini – IBM Advertising Manager, Fernando Henrique Cardoso – Brazil former
President (1995-2003) and Luiz Eduardo Buccos Silveira, IBM Brand Manager

6. IBM and iFHC have worked together to develop a strategic Digital Marketing Roadmap, during this effort
the following activities were completed:
1. Kickoff meeting: IBM and iFHC discussed the format of the grant, the activities associated with the workshop,
required information and the schedule for developing the roadmap.
2. Pre-workshop assessment: IBM conducted a review of the iFHC’s main current marketing and digital footprint,
including social networks, website and other activities. This assessment revealed iFHC’s current situation with Digital
Marketing initiatives, initial gap analysis and areas that have been working so far.
3. Interviews: To the workshop, the IBM team interviewed sponsors and participants to get their insights about iFHC
and their partnership.
4. Workshop: IBM and iFHC joined for a 4-hours workshop. During the workshop, the findings of the pre-assessment
in key areas were reviewed and discussed to identify the impact of digital engagement in several audiences.
5. Final Report Meeting: IBM Grant outcome is a final session, with a digital marketing roadmap and framework built
for iFHC’s.
iFHC Impact Grant Structure

7. 7
Stage 1
Situational
Analysis
Stage 2
Establish
Objectives
Stage 3
Define
Strategy
Stage 4
Implement
Strategy
Stage 5
Measure
iFHC Roadmap
• Digital Platforms status
• Digital SWOT
• Key audiences vs.
• Communication
• Channels adopted
• Benchmark among other
• NGOs & Institutions
• Brand positioning & FHC
image dependence
• Think Tank relevance
• IFHC Digital Mission
• Available KPI’s
• Future Digital Goals
• Interviews
• Bold Idea exercise
• Headline of future
• Final recommendations
focusing in a small set of
key actions
• Listening tools
• KPIs
• Measurament tools

8. © 2014 International Business Machines Corporation 8IBM Confidential
–Thomas J. Watson, Sr.
“I believe that if an organization is to
meet the challenges of a changing
world, it must be prepared to change
everything about itself, except its
beliefs.”