Why content marketing matters to business
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Presentation covering social business, content marketing and the Business Tech Trends case.
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Why content marketing matters to business
- 1. © 2014 IBM Corporation Why content marketing matters to business Daryl Pereira @CagedEther
- 2. Part 1 social business © 2014 IBM Corporation Social Business Uncovered The emergence of
- 3. © 2014 IBM Corporation Commerce used to be more personal
- 4. © 2014 IBM Corporation Commerce used to be more personal
- 5. Businesses talked to their customers © 2014 IBM Corporation
- 6. © 2014 IBM Corporation Customers talked to their friends
- 7. © 2014 IBM Corporation But, then came the move to efficiency…
- 8. © 2014 IBM Corporation Mass production processes appeared
- 9. © 2014 IBM Corporation Mass production processes appeared
- 10. © 2014 IBM Corporation Marketing built interest around segments
- 11. Marketing built interest around segments © 2014 IBM Corporation
- 12. © 2014 IBM Corporation Sales process automated and streamlined
- 13. © 2014 IBM Corporation Sales process automated and streamlined
- 14. © 2014 IBM Corporation Business gets social, again…
- 15. © 2014 IBM Corporation Markets become conversations
- 16. © 2014 IBM Corporation Markets become conversations
- 17. © 2014 IBM Corporation Social Business Uncovered Customers have more points of interaction
- 18. © 2014 IBM Corporation Customers have more points of interaction
- 19. © 2014 IBM Corporation Information drives productivity
- 20. © 2014 IBM Corporation Information drives productivity
- 21. © 2014 IBM Corporation #SJSUSocBiz
- 22. © 2014 IBM Corporation Markets become conversations
- 23. "When content becomes a strategic effort in the company, marketing’s purpose changes, and it is to create value in the organization that is separate and distinct from the product © 2014 IBM Corporation Engage, not sell or service being sold." (Robert Rose, Content Marketing Institute) Part 2
- 24. “Every company is a media company” (Tom Foremski, Silicon Valley Journalist) © 2014 IBM Corporation
- 25. © 2014 IBM Corporation Michelin Guides IBM Watson Media is the core, marketing is the wrap Ice Bucket Challenge
- 26. © 2014 IBM Corporation Media is the core, marketing is the wrap
- 27. © 2014 IBM Corporation Media is the core, marketing is the wrap
- 28. © 2014 IBM Corporation Who are you talking to?
- 29. © 2014 IBM Corporation What is your production process?
- 30. © 2014 IBM Corporation Which media should you use?
- 31. © 2014 IBM Corporation vs How will brand yourself?
- 32. © 2014 IBM Corporation How simple can you be?
- 33. How will you distribute the content? © 2014 IBM Corporation
- 34. © 2014 IBM Corporation The Business Tech Trends Report Part 3
- 35. © 2014 IBM Corporation Business Tech Trends – Pacesetters are strategically integrating Cloud, Analytics, Mobile, and Social (CAMS) Pacesetting companies: partnering, insight-driven, integrate CAMS CAMS technologies: rapidly emerging but lack of skills CAMS: the business imperative appears 2014 2012 2011 1,447 Decisions makers 21% C-level executives 40% IT management 39% Business management Pacesetters believe technologies are critical to their business success AND DRIVE REAL BUSINESS OUTCOMES
- 36. © 2014 IBM Corporation Business Tech Trends 2014 – Pacesetters: Three key characteristics that set them apart Leveraging skills from the ecosystem Pacesetters run their enterprises on insight *Notes: To obtain a global understanding of approaches to these transformational technologies, we surveyed 1447 IT and line of business (LOB) decision-makers — spanning 5 continents and 15 industries. CAMS integration for greater effect Partnering is in their DNA Analytics is their fuel Integration is their breakaway move Step 1: Watch webcast Step 2: Check out resources
- 37. © 2014 IBM Corporation Business Tech Trends 2014 – Understanding the Study Step 1: Watch webcast https://ibm.biz/techhuddle123 Step 2: Check out resources https://ibm.biz/IBMBTT14 Step 3: See what’s been published http://ibmbtt.tumblr.com/
- 38. © 2014 IBM Corporation Workstreams and owners Community-based communication Our model 1 experiment per day Sametime Wednesdays
- 39. The project © 2014 IBM Corporation One piece of video One experiment One presentation What you did, why you did it, what happened
- 40. Daryl Pereira @CagedEther © 2014 IBM Corporation #SJSUSocBiz
Editor's Notes
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