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  • 1. IBM ICS - BP Eexecutive Council
  • 2. IBM ICS - BP Eexecutive Council
  • 3. 6SPEED OF CHANGETHE SOCIAL PHENOMENON
  • 4. IBM ICS - BP Eexecutive Council
  • 5. MILLENIALS HABITSENTERPRISE SOCIAL COLLABORATION
  • 6. IBM ICS - BP Eexecutive Council
  • 7. IBM ICS - BP Eexecutive Council
  • 8. REAL-TIME CUSTOMER VOICESTHE SOCIAL INTELLIGENCE OPP.TY
  • 9. IBM ICS - BP Eexecutive Council•••••
  • 10. IBM ICS - BP Eexecutive CouncilINFORMATIONS EVERYWHERETHE MOBILE OPPORTUNITY
  • 11. IBM ICS - BP Eexecutive Council
  • 12. IBM ICS - BP Eexecutive CouncilSPEED OF DECISIONNEW CUSTOMER/BUYING EXPERIENCES
  • 13. IBM ICS - BP Eexecutive Council
  • 14. IBM ICS - BP Eexecutive CouncilPRECISION MARKETINGTHE DIGITAL MKTG POTENTIAL
  • 15. IBM ICS - BP Eexecutive Council
  • 16. ••••••••
  • 17. IBM ICS - BP Eexecutive Council
  • 18. Enterprise Social Collaboration Unified Communication Portali corporate/Intranet Enterprise Social Network Document ManagementInternet marketing / campaigns Customer MD segmentation Search Engine Optimizat. & Advert. Social Media marketing eMail marketing Affiliate Marketing Article marketingWeb Analytics Web /Mobile Marketing Analytics Recommendation RetargetingCustomer Exper. / eCommerce Portali Internet Web sites Catalogs B2C B2B Modelli ibridi (es B2B2C) Precision MarketingMobile Mobile marketing / advertising Mobile Portal (Intranet/Internet) Mobile CommerceSocial Intelligence Reputation Analysis Audience Intelligence Media Mapping Competitive Intelligence Company Digital Footprint Brand Audit, Field Analysis Social NetworkAnalysisDigital Strategy Customer engagement strategy Digital brand strategy, Web sites audit & redesign eCommerce sales check-up Social Network strategy Social CRM strategy
  • 19. IBM ICS - BP Eexecutive Council
  • 20. IBM ICS - BP Eexecutive CouncilSALVATORE FERRAGAMOTITANTEX srlAMADORI - GESCO ConsCIR FOOD SOC COOPILLY Caffè S.p.A.PRECA BRUMMEL S.P.A.SACCHI GIUSEPPE SPAAMPLIFON SPABCS SPAAUTOMOBILI LAMBORGHITAMPIERI FINANCIAL GToyota Motor ItaliaIO BIMBO soc. coop.COSTA CROCIERE SPATERMINALE GNL ADRIATSALVATORE FERRAGAMOAMADORI - GESCO ConsAUTOMOBILI LAMBORGHITAMPIERI FINANCIAL GTITANTEX srlSACCHI GIUSEPPE SPACOSTA CROCIERE SPAKERAKOLL S.p.AILLY Caffè S.p.A.PRECA BRUMMEL S.P.A.BCS SPAToyota Motor ItaliaCONSERVE ITALIA soc.ROSETTI MARINO SPATERMINALE GNL ADRIAT
  • 21. •••••••••
  • 22. SmarterCommerce
  • 23. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -
  • 24. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -Increase contactsReachEntertainingconsumersEngagementStrengthen therelationshipReputationBusinessdevelopmentTransactionSpontaneous actions(Earned)Official Presence(Owned)Promotion(Paid)Celiac CampaignDigital PRDinner BoxAmadori WebsiteNewsletterFan PageYouTube«Amadorabili» recipesWhere is Francesco Amadori
  • 25. IBM ICS - BP Eexecutive CouncilExceptional 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 beendeveloped as a direct translation of existing printed promotional materials, hence the name. Brochureware sites thereforetake 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 servicesWHAT the «Customer» want- Search for specific and quality content- Want to interact- Want to be engagedAfter:- 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
  • 26. IBM ICS - BP Eexecutive CouncilFrom the new web site launch(23 October 2011): Unique visitors : more of125.000 (about 4.300 by weeks+ 125% compared to the old one) “Loyal” users: 25% Media Pagine Viste: 2,4 Tempo medio: 95 secondiNew Web site experience Allow tocustomize web surfing dependingon «What are you interest» and«Who is the interested user»SpontaneousActions(Earned)OfficialPresence(Owned)Promotion(Paid)
  • 27. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -SpontaneousActions(Earned)OfficialPresence(Owned)Promotion(Paid)
  • 28. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -SpontaneousActions(Earned)OfficialPresence(Owned)Promotion(Paid)•Fan PageAmadori«Peopoll»•«AmadorabiliRicette»(recips) contest•CubeYou forSocialregistration/Analytics/Segmentation
  • 29. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 - We created a promotional campaign on theweb dedicated to the world of celiacs with theaim 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 subscribersFind the latest products For Celiacs andReceive Free Recipes!SpontaneousActions(Earned)OfficalPresence(Owned)Promotion(Paid)
  • 30. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -SpontaneousActions(Earned)OfficialPresence(Owned)Promotions(Paid)■ Show connections between relevant topics andhighlight their strengths■ Identifies the most discussed topics during acertain■ Identify criteria for decision-making which havean influence on consumer behaviour■ Highlights strengths and weaknesses related toa topic■ Shows the brand awareness and the sentimentof the brand
  • 31. IBM ICS - BP Eexecutive CouncilExceptional Web Experience Conference 2012 -ConsumersMasterDataSocialintegrationEngagementAwarnessAgency turn-over mngmntExcel «not usable» filesOverhead PrivacyYESTERDAY TODAY TOMORROW Showcases sitesLink Online-Offline• eCoupon• Store Locator• Geo MKTGDigital SignageeCommerce ?!?Centralized Master datacontest/ newsletterSocial CRMiLikeCommentingSocial ShareFB FanPageYouTubeCommunitySurveyBlogCrowdSOURCINGMobile AppDEM SEM (SEO + AdWords) Listening Sentiment Analysis
  • 32. LIVEProfileWeb CatalogPrecision MktgIntegratedMobile AppBecause herinteresting onnutritions Millafind a link toCuor LeggeriwebsiteOn the web sitether’s a sectionwith receips andnutritionì’ssuggestionBy facebook authorizationshe do a quck registrationMila surfthe recipesand findinginteresting,downloadthe iphoneappHaving to go to the grocery storeMila surf the mobile app where shereceive a «Cuor Leggeri» promotion.Mila download the digital coupon onher smartphoneAt the grocery storeMila buy «CuorLeggeri» and redeemsher coupon directly atthe cash1 2 3 4 5-6Technologies Digital MarketingPlatformCMS Social Registration Mobile app Digital couponsProcesses SEM optimization ContentManagementRegistration processfacilitationPush sales bymobile appPromotional activities onmobile