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21st Century Marketing & Sales

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Marguerite Raaen, IBM Presentation at October 14 Women in Technology Sales & Marketing SIG Panel hosted at LMI, Vienna, Va.

Marguerite Raaen, IBM Presentation at October 14 Women in Technology Sales & Marketing SIG Panel hosted at LMI, Vienna, Va.


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Transcript

  • 1. Marketing & Sales Working Together Global Work Force + New Technology Implications Dr. Marguerite Raaen IBM Alliant Executive
  • 2. Global Teams
    • English  -  简 体中文   -  繁 體中文   -  Nederlands  -  Français  -  Français canadien  -  Deutsch  -  Italiano  -  日 本語   -  한 국어   -  Português  -  Español  -  Hrvatski  -  Magyar  -  Polski  -  Română  -  Русский  -  Slovenščina  -  Slovenčina
  • 3. Global Teams
  • 4. Marketing or is it Sales?? New Technology
    • Personality Type: Multi-processor, experimenter…
      • all at the same time -- twitters, msging, video, Second Life mtgs..
    • Social media – who is doing it? Marketing? Sales?
      • texting, twittering, wikis, ….
      • Some quick examples out of millions:
        • Twitter
          • IBM Twitterアカウント - Japan
      • IBM ソフトウェア関連の Twitter 一覧です。ご興味のあるアカウントにアクセス してフォロ ーしてください。最新情報をタイム リーに収集できます。   URL:  http://www-06.ibm.com/software/jp/special/twitter.ht ...
        • Twitter with IBMFedCyber
          • Get short, timely messages from Chris Ensey.
          • Twitter is a rich source of instantly updated information. It's easy to stay updated on an incredibly wide variety of topics. Join today and follow @IBMFedCyber.
        • Get short, timely messages from Shirley Hsieh.
          • Twitter is a rich source of instantly updated information. It's easy to stay updated on an incredibly wide variety of topics. Join today and follow @IBMFedCivilian.
  • 5. Evolution of New Skills for Employees & Customers
  • 6. Trends Change
  • 7. The Collaboration ecosystem Intranet Internet / world Public spaces Firewall Clients Partners Experts
    • Employees
    • Find and qualify
    • Know, contribute network
    • Discover information
    • Develop trust, credibility
    Social search
    • Clients and Partners
    • Find and qualify
    • Know, contribute, network
    • Discover information
    • Develop trust, credibility
    Profiles Public Conversations Communities and Teams Meetings Business Processes Experts Experts Social software adds value to client engagements Social media marketing generates leads and influences customers
  • 8. Social Media Marketing Processes Aid Sales Monitor Engaging IBM Engaging the Market IBM analyzed 1.5 billion posts across dozens of languages within social networking sites, blogs, message boards, and online news. …discovered over 400,000 mentions for an IBM client… The client integrated these insights into their marketing strategy and engaged their own customers to advise the client how they use their product. Corporate Reputation and Brand Analysis Building Social Media Communities with Customers on ibm.com External-facing communities Maximize Distribution Identify & Engage Influencers Empower Advocates Sales prospecting and customer-facing interactions
    • Monitor online market conversations to develop valuable market feedback
    • Leverage information to identify new products, competitive weaknesses, sales opportunities
    Key Marketing Constituents (Product Managers, Market Mgrs) Working on sites beyond ibm.com IBMers & Clients sharing,communicating and collaborating around topics clients are interested in Empowering advocacy by clients on our behalf External communities
    • WebSphere® Smart SOA TM social network and outreach helped drive over 27K visits to SOA World Tour site
    • Distribution was compounded through syndication of the Smart SOA Widget
    Maximize coverage Influence the influencers IBM product manager provides briefings to industry influencers on announcements. Interest in coverage drives awareness of IBM products/services to targeted IT audience Communities on ibm.com®
  • 9. References
    • ibm.com jobs - https://jobs3.netmedia1.com/cp/search.jsp
    • IBM Second Life
      • inside a Virtual Meeting
        • More than 10,000 IBM employees collaborate in virtual worlds. Take a look inside a meeting in Second Life from the home of IBM V.P. of Innovation, Francoise LeGoues.
        • http://www.pbs.org/wgbh/pages/frontline/digitalnation/virtual-worlds/second-lives/inside-a-virtual-meeting.html
      • http://www.ibm.com/developerworks/opensource/library/os-social-secondlife/index.html
      • http://www.ibm.com/developerworks/lotus/tutorials/ls-stsl/
      • http://www.virtualworldsnews.com/2009/02/ibm-saves-320000-with-second-life-meeting.html
    • Webcasts – IBM using webinars: 1-20 of 115,000 results… one example…
      • http://www-304.ibm.com/industries/publicsector/us/en/contentemplate1/!!/xmlid=157597
    • dogear - Social bookmarking is a new bookmarking technique that is changing the way people organize and browse their Internet bookmarks. Rapidly gaining popularity, social bookmarking has a number of key elements that make it different from traditional bookmarking. For example, it lets users centrally store, categorize, and share a set of personal Web bookmarks with others. Despite widespread usage, there have been few, if any, social bookmarking systems appropriate for large organizations and businesses. The goal for the dogear project was to design and build a world-class social bookmarking service aimed at the enterprise, which explored these ideas.
      • http://domino.watson.ibm.com/cambridge/research.nsf/0/1c181ee5fbcf59fb852570fc0052ad75
            • For more info on slides, email me at mraaen@us.ibm.com

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