© 2014 IBM Corporation
From Mass Marketing to
'Systems of Engagement'
(with special Focus on B2B)
Stefan Pfeiffer – Market...
© 2014 IBM Corporation
OR: 10 Ingredients
for a Successful
'System of
Engagement'
in Marketing
© 2014 IBM Corporation
Buyer dynamic changes the role of B2B Marketing
„Although it varies greatly with product complexity...
© 2014 IBM Corporation
The Disappearing Sales Process
„According to the study, customers reported to being nearly 60
perce...
© 2014 IBM Corporation
© 2014 IBM Corporation
Todays Marketing is no (longer) the Megaphone Approach
© 2014 IBM Corporation
The Death of Mass Marketing ....
 Marketiers are used ...

to send Direct Mail

to send E-Mail
...
© 2014 IBM Corporation
The Time of (Marketing) SPAM should be over ...
8
© 2014 IBM Corporation
The Time of (Marketing) SPAM should be over ...
… and this includes SPAM on Social Channels
© 2014 IBM Corporation
... in the Age of 'OptOu't and 'Unsubscribe'
 Customers are bored by non
personalized, non-valuabl...
© 2014 IBM Corporation
From Mass Marketing to 'Systems of Engagement' ...
http://blogs.forrester.com/ted_schadler/12-02-14...
© 2014 IBM Corporation
… or from 'Inbound' to 'Outbound' Marketing
Full Infographic under http://mashable.com/2011/10/30/i...
© 2014 IBM Corporation
A B2B Buyer's Journey ...
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_hel...
© 2014 IBM Corporation
Which Information Sources do B2B Buyers use when?
Source:Text100 Influence Index: Paving the Path t...
© 2014 IBM Corporation
Which Information Sources are most influential for B2B Buyers?
Source:Text100 Influence Index: Pavi...
© 2014 IBM Corporation16
Offline interactions Web site activity
Web ads
Mass media data
Call center
Email
Social
The Custo...
© 2014 IBM Corporation17
'Systems of engagement': Focus on the Individual,
© 2014 IBM Corporation
10 Ingredients
for a Successful
'System of
Engagement'
in Marketing
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
Integrate „Owned“, „Paid“, „Earned“ and „Social“
Row 1 Row 2 Row 3 Row 4
0
2
4
6
8
10
12
Column 1
C...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation@TechieDaveJ
Continous Improvement of Your Web Site -
Tracking customer activity to learn what they ...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
Content Consumption by Role
What do technology buyers look for in
content?
WHITE PAPERS—Respondents...
© 2014 IBM Corporation
Asets ranked Very or Extremely Influential
Eccolo Media 2014 B2B Technology Content Survey Report
© 2014 IBM Corporation
26
IBM sponsorship branding and
SMAC categories
Introduction of the
Experts
Question of the
week
Vi...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
The Making of „Made with IBM“
https://www.youtube.com/watch?v=XOcOQS1jH2E
Neue Kampagne #MadeWithIB...
© 2014 IBM Corporation
Story Telling: Made with IBM
#MadeWithIBM
The Video
The website:
ibm.com/MadewithSocial
© 2014 IBM Corporation
How to write a #MadeWithIBM Story ...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
„IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring
marketi...
© 2014 IBM Corporation
„While IBM has an army of assets in play for marketing, the reality is that you need mass
personali...
© 2014 IBM Corporation
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
„The Social Business Network“
http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-n...
© 2014 IBM Corporation
… but in Reality it often looks like this
© 2014 IBM Corporation
'Social Listening' – Get aware, what is happening in your segment
'Social Analytics' – Identify the...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
On the Importance of Influencers and Influencer Marketing
Source:Text100 Influence Index: Paving th...
© 2014 IBM Corporation
On the Importance of Influencers and Influencer Marketing
Source:Text100 Influence Index: Paving th...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
Those not Recommended Today, will not be Bought Tomorrow –
and will be Dead the Day after
© 2014 IBM Corporation
Gartner Says By 2014, 10-15 Percent of Social Media Reviews to
Be Fake, Paid for By Companies
„With...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
What would your Customers do for you?
Source:Text100 Influence Index: Paving the Path to Advocacy -...
© 2014 IBM Corporation
What are Customers doing even if you don't know …
Source:Text100 Influence Index: Paving the Path t...
© 2014 IBM Corporation
What are Customers doing even if you don't know …
Source:Text100 Influence Index: Paving the Path t...
© 2014 IBM Corporation
„Your Customers are an Extension of Your Organization“
„Your users and customers are now, more than...
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
Everyone Social -
Activate and motivate
your Employees to be
your Ambassadors
Sales People in Busin...
© 2014 IBM Corporation
„Don’t expect every employee to jump on the advocacy bandwagon“
© 2013 IBM Corporation
10 Ingredients for a Successful'System of
Engagement' in Marketing
(1) Integrate Owned, Paid, Earne...
© 2014 IBM Corporation
Understand what the Customers really want!
„All customer experiences must be positive
* Sales engag...
© 2014 IBM Corporation
Stefan Pfeiffer
Marketing Lead Social
Business Europe
IBM Deutschland GmbH
Wilhelm Fay Str. 30-34
6...
© 2014 IBM Corporation
Legal Disclaimer
© IBM Corporation 2014. All Rights Reserved.
The information contained in this pub...
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From Mass Marketing to 'Systems of Engagement' OR 10 Ingredients for Successful 'Systems of Engagement'

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  • Und zum Schluß eine gute und schlechte Nachricht zugleich.
    Der Traditionelle Sales Cycle hat sich dramatisch verkürzt und sein Erfolg ist mehr denn je von der Vorarbeit durch Marketing abhängig !
    Und das gilt nicht nur für B2C sondern zunehmend auch für B2B, wie wir aus eigener Erfahrung berichten können.
    Man kann also von einem gewissen Shift von Sales zu Marketing sprechen, oder noch konkreter von einem Shift von Massenmärkten zu individuellen Chief Executive Customers !!!
    Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared. „
    What are buyers doing if they’re not talking to sales? They are surfing corporate websites to identify and qualify vendors, instead of the sales force qualifying them. They are engaging peers in social media to learn more about their needs, potential solutions and providers. And they are reading, listening to and watching free digital content that is available to them at the click of a mouse. No longer is the sales force the sole source or gatekeeper of information.
    it is time to follow the buyers’ journey.
  • Und zum Schluß eine gute und schlechte Nachricht zugleich.
    Der Traditionelle Sales Cycle hat sich dramatisch verkürzt und sein Erfolg ist mehr denn je von der Vorarbeit durch Marketing abhängig !
    Und das gilt nicht nur für B2C sondern zunehmend auch für B2B, wie wir aus eigener Erfahrung berichten können.
    Man kann also von einem gewissen Shift von Sales zu Marketing sprechen, oder noch konkreter von einem Shift von Massenmärkten zu individuellen Chief Executive Customers !!!
    Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared. „
    What are buyers doing if they’re not talking to sales? They are surfing corporate websites to identify and qualify vendors, instead of the sales force qualifying them. They are engaging peers in social media to learn more about their needs, potential solutions and providers. And they are reading, listening to and watching free digital content that is available to them at the click of a mouse. No longer is the sales force the sole source or gatekeeper of information.
    it is time to follow the buyers’ journey.
  • Cross-channel Interaction History provides the capabilities of storing campaign contact touches (stimuli) as well as responses for all interactive channels. This is stored at the individual level, which makes it very easy for Attribution Modeler and the Performance reports to aggregate.
    Initially the capability focuses on directly managing interaction data from Unica legacy products and web analytics data from Coremetrics, but can leverage data from non-Unica campaign management contact repositories, email providers, and other web analytics tools through configuration and data mapping.
    In the future, the repository will also provide capabilities to include and link contacts and inferred responses from mass media channels, such as TV, radio ads.
  • Social media has become an increasingly important tool in our daily lives – helping people connect, communicate and share information. This has forever changed the way people interact.
    Today, more than 2 billion people use the internet. By the end of this year, Gen Y will outnumber Baby Boomers….and 96% of them have joined a social network.
    The second largest search engine in the world is YouTube
    25% of search results for the World’s Top 20 largest brands are links to user-generated content.
    And this adoption has happened at an incredible pace. Consider this: to reach 50 million users, it took radio 38 years...it took television 13....it took the internet only 4. Meanwhile, Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion downloads in 9 months.
    It's clear we are now in the midst of a revolution. People are using these connections as a primary means of communication, in many cases, replacing other more traditional interactions.
  • From Mass Marketing to 'Systems of Engagement' OR 10 Ingredients for Successful 'Systems of Engagement'

    1. 1. © 2014 IBM Corporation From Mass Marketing to 'Systems of Engagement' (with special Focus on B2B) Stefan Pfeiffer – Marketing Social Business Europe May 2014 Document number
    2. 2. © 2014 IBM Corporation OR: 10 Ingredients for a Successful 'System of Engagement' in Marketing
    3. 3. © 2014 IBM Corporation Buyer dynamic changes the role of B2B Marketing „Although it varies greatly with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor. For many product categories, buyers now put off talking with salespeople until they are ready for price quotes. “ Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey/
    4. 4. © 2014 IBM Corporation The Disappearing Sales Process „According to the study, customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared.“ Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/
    5. 5. © 2014 IBM Corporation
    6. 6. © 2014 IBM Corporation Todays Marketing is no (longer) the Megaphone Approach
    7. 7. © 2014 IBM Corporation The Death of Mass Marketing ....  Marketiers are used ...  to send Direct Mail  to send E-Mail  to let prospects being called by TeleAgents  and meanwhile to spread Marketing SPAM through Social Media 7
    8. 8. © 2014 IBM Corporation The Time of (Marketing) SPAM should be over ... 8
    9. 9. © 2014 IBM Corporation The Time of (Marketing) SPAM should be over ... … and this includes SPAM on Social Channels
    10. 10. © 2014 IBM Corporation ... in the Age of 'OptOu't and 'Unsubscribe'  Customers are bored by non personalized, non-valuable Marketing Messages and SPAM  Customers tend to opt out of mailing lists and newsletters because of no value  Data Privacy Regulations get more and more rigid - from Email to Calling
    11. 11. © 2014 IBM Corporation From Mass Marketing to 'Systems of Engagement' ... http://blogs.forrester.com/ted_schadler/12-02-14-a_billion_smartphones_require_new_systems_of_engagement Defined by Geoffrey Moore Illustrated by Forrester Research
    12. 12. © 2014 IBM Corporation … or from 'Inbound' to 'Outbound' Marketing Full Infographic under http://mashable.com/2011/10/30/inbound-outbound-marketing/
    13. 13. © 2014 IBM Corporation A B2B Buyer's Journey ... Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey#
    14. 14. © 2014 IBM Corporation Which Information Sources do B2B Buyers use when? Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    15. 15. © 2014 IBM Corporation Which Information Sources are most influential for B2B Buyers? Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    16. 16. © 2014 IBM Corporation16 Offline interactions Web site activity Web ads Mass media data Call center Email Social The Customer in the Centre ... ... and provide Value to him
    17. 17. © 2014 IBM Corporation17 'Systems of engagement': Focus on the Individual,
    18. 18. © 2014 IBM Corporation 10 Ingredients for a Successful 'System of Engagement' in Marketing
    19. 19. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social
    20. 20. © 2014 IBM Corporation Integrate „Owned“, „Paid“, „Earned“ and „Social“ Row 1 Row 2 Row 3 Row 4 0 2 4 6 8 10 12 Column 1 Column 2 Column 3 http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/
    21. 21. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement
    22. 22. © 2014 IBM Corporation@TechieDaveJ Continous Improvement of Your Web Site - Tracking customer activity to learn what they want most
    23. 23. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants
    24. 24. © 2014 IBM Corporation Content Consumption by Role What do technology buyers look for in content? WHITE PAPERS—Respondents are most disappointed by too much focus on vendor or product information. ... CASE STUDIES—In general, buyers overwhelmingly prefer traditional written case studies to those presented as audio, video, one-page summaries, ... VIDEO—Buyers most want video that features a relevant topic, followed by a high production value. Humor is also highly rated. That suggests buyers want to be entertained as well as informed. “Customer Engagement: The Role of Content in the IT Purchase Process,” IDG Enterprise, September 2013. Eccolo Media 2014 B2B Technology Content Survey Report
    25. 25. © 2014 IBM Corporation Asets ranked Very or Extremely Influential Eccolo Media 2014 B2B Technology Content Survey Report
    26. 26. © 2014 IBM Corporation 26 IBM sponsorship branding and SMAC categories Introduction of the Experts Question of the week Videos Newest theme articles IBM_Experts Twitter feed Ask the experts: User questions & Expert answers Downloads Meet the IBM Experts Mobile readers articles/posts Example: IBM Expert @Computerwoche.d
    27. 27. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories
    28. 28. © 2014 IBM Corporation The Making of „Made with IBM“ https://www.youtube.com/watch?v=XOcOQS1jH2E Neue Kampagne #MadeWithIBM – Von TV Spots, Story Telling und viralem Marketing (German lan
    29. 29. © 2014 IBM Corporation Story Telling: Made with IBM #MadeWithIBM The Video The website: ibm.com/MadewithSocial
    30. 30. © 2014 IBM Corporation How to write a #MadeWithIBM Story ...
    31. 31. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer
    32. 32. © 2014 IBM Corporation „IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.This expands IBM’s capabilities to scale personalized customer engagement beyond Unica—certainly in email, but across all digital channels.“ http://www.altimetergroup.com/2014/04/battle-of-the-marketing-clouds.html Add Behavioral Marketing and Personalization Abilities to Enterprise Marketing Management
    33. 33. © 2014 IBM Corporation „While IBM has an army of assets in play for marketing, the reality is that you need mass personalization at scale to deliver on relevancy and context. Silverpop brings this and their ability to effectively keep identities in context regardless of how that individual is engaging inside a brand and potentially with other brands. The benefit of Silverpop is that it's not limited to just B2B or B2C. It's been effective for customers across all types of companies.” Ray Wang, Constellation Research on CMSWire „You need Mass Personalization at scale to deliver on Relevancy and Context“
    34. 34. © 2014 IBM Corporation
    35. 35. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network
    36. 36. © 2014 IBM Corporation „The Social Business Network“ http://www.forbes.com/sites/joelyork/2013/04/10/the-social-business-network/
    37. 37. © 2014 IBM Corporation … but in Reality it often looks like this
    38. 38. © 2014 IBM Corporation 'Social Listening' – Get aware, what is happening in your segment 'Social Analytics' – Identify the Influencers and the Places to go
    39. 39. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network (7) Identify who is influencing your customers
    40. 40. © 2014 IBM Corporation On the Importance of Influencers and Influencer Marketing Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    41. 41. © 2014 IBM Corporation On the Importance of Influencers and Influencer Marketing Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    42. 42. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network (7) Identify who is influencing your customers (8) Understand the Power (and the Risk) of Recommendations
    43. 43. © 2014 IBM Corporation Those not Recommended Today, will not be Bought Tomorrow – and will be Dead the Day after
    44. 44. © 2014 IBM Corporation Gartner Says By 2014, 10-15 Percent of Social Media Reviews to Be Fake, Paid for By Companies „With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.” http://www.gartner.com/newsroom/id/2161315
    45. 45. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network (7) Identify who is influencing your customers (8) Understand the Power (and the Risk) of Recommendations (9) Activate your Customers
    46. 46. © 2014 IBM Corporation What would your Customers do for you? Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    47. 47. © 2014 IBM Corporation What are Customers doing even if you don't know … Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    48. 48. © 2014 IBM Corporation What are Customers doing even if you don't know … Source:Text100 Influence Index: Paving the Path to Advocacy - See more at: http://www.text100.com/influence-index-paving-the-path-to-advocacy/#sthash.dJNf5YRW.dpuf
    49. 49. © 2014 IBM Corporation „Your Customers are an Extension of Your Organization“ „Your users and customers are now, more than ever, your boss. They’re an extension of your organization. They’re your: * Evangelists through word of mouth recommendations * Sales people through referral networks * Marketing arm through ratings and reviews * Customer support through forums and user groups“ Source: http://bloomthink.com/2014/04/30/the-top-4-key-concepts-driving-digital-transformation/
    50. 50. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network (7) Identify who is influencing your customers (8) Understand the Power (and the Risk) of Recommendations (9) Activate your Customers (10) Social Everyone – Activate your workforce
    51. 51. © 2014 IBM Corporation Everyone Social - Activate and motivate your Employees to be your Ambassadors Sales People in Business Networks Advocates in Blogs HR on Recruiting Sites Technical Experts in Blogs, Forums and User Groups Customer Support IN Social Channels Marketing orchestrating Social Channels Product Development in User Groups...
    52. 52. © 2014 IBM Corporation „Don’t expect every employee to jump on the advocacy bandwagon“
    53. 53. © 2013 IBM Corporation 10 Ingredients for a Successful'System of Engagement' in Marketing (1) Integrate Owned, Paid, Earned and Social (2) Make Your Web Site THE Center of Content, Interaction and Engagement (3) Content is King – Deliver the content the customer wants (4) Tell interesting Real Life Stories (5) Make the Customer Experience as Personal as possible and understand your Customer (6) Understand your Social Business Network (7) Identify who is influencing your customers (8) Understand the Power (and the Risk) of Recommendations (9) Activate your Customers (10) Social Everyone – Activate your workforce
    54. 54. © 2014 IBM Corporation Understand what the Customers really want! „All customer experiences must be positive * Sales engagements should not be one-off engagements * Long-term relationships must be built and maintained * Sales enablement is critical * The relationship does not stop once the installation is complete or the warranty expires *Customers want to hear about how others have addressed similar challenges successfully“ Source: Text100 - Influence Index: Paving The Path To Advocacy - Global Insight Into The B2B decision-Maker Journey
    55. 55. © 2014 IBM Corporation Stefan Pfeiffer Marketing Lead Social Business Europe IBM Deutschland GmbH Wilhelm Fay Str. 30-34 65936 Frankfurt Tel +49-7034-643-1233 Stefan.Pfeiffer@de.ibm.com Twitter: DigitalNaiv Blog: http://digitalnaiv.com Vielen Dank! Thank you! Merci beaucoup!
    56. 56. © 2014 IBM Corporation Legal Disclaimer © IBM Corporation 2014. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. Other company, product, or service names may be trademarks or service marks of others.

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