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IBM BP Kickoff and Digital Marketing

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Presentation held at the IBM BP Kickoff event in Copenhagen, January 25th 2012, on the topic Digital Marketing. Presented by Christian C Carlsson, twitter.com/chris_carlsson, …

Presentation held at the IBM BP Kickoff event in Copenhagen, January 25th 2012, on the topic Digital Marketing. Presented by Christian C Carlsson, twitter.com/chris_carlsson, linkedin.com/in/christiancarlsson

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  • Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?
  • No wonder we look like we are a bit lost at times (ref. we in Marketing) But the same thing goes of course for you as sellers. Sure, we are not at a place where digital and/or social will make or break a big deal, at least not what I think But we are all consumers, and the way we act in regards to information search, discovery, validation of decisions, etc. in a consumer role, will accelerate also in a B2B setting I therefore think there are three important factors for you to consider: 1. You need to be ahead of the game, so this change does not sneak up on you and leaves you behind 2. We need to take our own medicin 3. We need to find all different ways of differentiating our self from competitors, and especially learn what our clients needs are That is why we should speak about Social Selling, and this is my point of view of what a successful Social Seller posseses (among other things….)
  • Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?
  • Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?

Transcript

  • 1. Christian C Carlsson, Digital Leader, IBM Denmark Email: christian.carlsson@dk.ibm.com Digital Marketing Leveraging the IBM Brand and Smarter Planet to accelerate our Growth
  • 2. Is the digital experience true to your brand?
  • 3. Speed dating Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg Digital transformation of IBM Marketing & Communication What are we doing in Denmark Some 2012 trends and inspiration
  • 4. 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 Paradigm The Facebook Paradigm
  • 5. What we know… has for sure changed!
  • 6. Challenge: CMO underpreparedness bit.ly/cmostudy2011 88%
  • 7. Go where our prospects are
  • 8. You Social Engagement
  • 9. Social Guidelines Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
    • Personally responsible…
    • Identify your self…
    • Respect your audience…
    • Try to add value…
    • ……………
    bit.ly/p7MTaF
  • 10. Key initiatives IBM DK Digital Presence Cleanup, Downsize, Rejuvenation of www.ibm.com/dk Social Business @ IBM Key: SEO; Speed, Nimble, and Resource Light; Governance; Supportive
  • 11. Moving from quantity to quality High volume No volume
  • 12. Midmarket example, B2B blog Lite CMS / Blog www.ibm.com/dk/midmarket
  • 13. Some Digital trends for 2012 The gap is closing B2C B2B Bring Your Own Device & Content Strategy
  • 14. Inspiration Example of traditional marketing
  • 15.  
  • 16. Keep it simple (SEO, speed, authentic)
  • 17. Keep it simple (content strategy)
  • 18.  
  • 19. Content Visualization Noooooooo!!!!
  • 20. Content Visualization
  • 21. Content Visualization
  • 22. www.slideshare.net
  • 23. SlideShare – YouTube for Presentations
  • 24. twitter.com/chris_carlsson linkedin.com/in/christiancarlsson [email_address] +45-28 80 45 53 bit.ly/pwBHwc Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
  • 25. Backup
  • 26. Social Guidelines
    • Know and follow IBM's Business Conduct Guidelines.
    • IBMers are personally responsible …
    • Identify yourself
    • If you publish content online relevant to IBM in your personal capacity use a disclaimer
    • Respect copyright , fair use and financial disclosure laws.
    • Don't provide IBM's or another's confidential or other proprietary information
    • Don't cite or reference clients, partners or suppliers without their approval.
    • Respect your audience .
    • Be aware of your association with IBM in online social networks.
    • Don't pick fights, be the first to correct your own mistakes.
    • 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.
    • Don't use use IBM logos or trademarks unless approved to do so.
    bit.ly/p7MTaF
  • 27. 5 Social Business Trends i 2012
    • Integration af alle discipliner
    • Sociale værktøjer
    • Indholdsstrategier
    • Corporate Social Networks
    • Bring Your Own Device
    www.seismonaut.com
  • 28. Digitale B2B trends for 2012
    • B2B vil nærme sig B2C markedsføring
    • Brug af flere digitale medieplatforme samt Behavioral Marketing vil vinde frem
    • ‘ Personal connectivity’ med kunder
    • Brug af sociale medie netværk bliver en afgørende succesfaktor
    As seen by our Digital Agency, EuroRSCG
  • 29. Search & Discovery The Google Paradigm People find information and make choices by typing in keywords that surface links to web pages indexed and ranked by Google for relevance. Underpinning this paradigm is trust in the Google algorithm to return relevant search results. The Facebook Paradigm People find information and make choices by paying attention to what their friends or peers are reading, watching, choosing, buying and recommending. Underpinning this paradigm is trust in people I know (personal networks) and people like me (peer networks). 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:
  • 30. IBM DK Social Channels: Unified look and feel
  • 31. Expertise Locator Sponsored media Mobile app /smarterplanet
  • 32. It is personal, for your business as well as employees Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing