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The Drastic Changing Landscape of Digital marketing

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Christian Carlsson - Presented at the CRM Akademiet in Copenhagen, April 2012.

Christian Carlsson - Presented at the CRM Akademiet in Copenhagen, April 2012.

https://twitter.com/chris_carlsson

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  • Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
  • Red dots are locations of Flickr pictures. Blue dots are locations of Twitter tweets. White dots are locations that have been posted to both. Source: http://www.flickr.com/photos/walkingsf/
  • Red dots are locations of Flickr pictures. Blue dots are locations of Twitter tweets. White dots are locations that have been posted to both. Source: http://www.flickr.com/photos/walkingsf/
  • Image source: http://www.bt.dk/sites/default/files-dk/node-images/716/2/2716038-til-bt-roligan.jpg Data source: Social Media Factbook, 2011
  • Source: ICT Development Index (IDI) “ The top performers in 2010 - led by Sweden, demonstrate a high degree of connectivity and score well on all fronts, from the quality of their business and legal environments to social and cultural drivers of digital progress, the existence of sound public policy on ICT, and the levels at which consumers and businesses actually use digital services” Image source: http://upload.wikimedia.org/wikipedia/commons/6/63/%C3%98restad,_Copenhagen_skyline_.jpg
  • Source: Danmarks Statistik (2011) http://www.dst.dk/pukora/epub/Nyt/2011/NR403.pdf Image source: http://v7.cache1.c.bigcache.googleapis.com/static.panoramio.com/photos/original/7115727.jpg?redirect_counter=1
  • Source: http://www.richardheathcote.co.uk/wp-content/uploads/2011/08/Photo-09-08-2011-11-18-54-AM.jpeg Source (figures): from LinkedIn (LinkedIn Member Counts Denmark) Source: http://digitalworks.dk/artikler/linkedin-stormer-frem – 14 february 2012
  • Image source: http://www.backgroundpictures.org/p/space/horizon_2.jpg
  • Source: 2012, EDELMAN TRUST BAROMETER , GLOBAL RESULTS Image source: http://media.mlive.com/saginawnews_impact/photo/754198jpg-635cd516f5196dd0.jpg
  • http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • Micro touches, nudge them in the right direction Key point: success is if we work together to lead them on the right way. Source, various from: https://www.google.com/search?tbm=isch&hl=en&source=hp&biw=1440&bih=733&q=f%C3%A5rherde&gbv=2&oq=f%C3%A5rherde&aq=f&aqi=&aql=&gs_sm=3&gs_upl=1288l5365l0l6531l8l8l0l2l0l0l739l1922l2.0.2.5-1.1l6l0#hl=en&gbv=2&tbm=isch&sa=1&q=shepherd+dog+white+background&pbx=1&oq=shepherd+dog+white+background&aq=f&aqi=&aql=&gs_sm=3&gs_upl=22190l25668l4l25791l17l9l0l0l0l0l0l0ll0l0&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=ffe04cac444ad2ef&biw=1440&bih=733
  • Micro touches, nudge them in the right direction Key point: success is if we work together to lead them on the right way. Source, various from: https://www.google.com/search?tbm=isch&hl=en&source=hp&biw=1440&bih=733&q=f%C3%A5rherde&gbv=2&oq=f%C3%A5rherde&aq=f&aqi=&aql=&gs_sm=3&gs_upl=1288l5365l0l6531l8l8l0l2l0l0l739l1922l2.0.2.5-1.1l6l0#hl=en&gbv=2&tbm=isch&sa=1&q=shepherd+dog+white+background&pbx=1&oq=shepherd+dog+white+background&aq=f&aqi=&aql=&gs_sm=3&gs_upl=22190l25668l4l25791l17l9l0l0l0l0l0l0ll0l0&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=ffe04cac444ad2ef&biw=1440&bih=733
  • Micro touches, nudge them in the right direction Key point: success is if we work together to lead them on the right way. Source, various from: https://www.google.com/search?tbm=isch&hl=en&source=hp&biw=1440&bih=733&q=f%C3%A5rherde&gbv=2&oq=f%C3%A5rherde&aq=f&aqi=&aql=&gs_sm=3&gs_upl=1288l5365l0l6531l8l8l0l2l0l0l739l1922l2.0.2.5-1.1l6l0#hl=en&gbv=2&tbm=isch&sa=1&q=shepherd+dog+white+background&pbx=1&oq=shepherd+dog+white+background&aq=f&aqi=&aql=&gs_sm=3&gs_upl=22190l25668l4l25791l17l9l0l0l0l0l0l0ll0l0&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=ffe04cac444ad2ef&biw=1440&bih=733
  • Micro touches, nudge them in the right direction Key point: success is if we work together to lead them on the right way. Source, various from: https://www.google.com/search?tbm=isch&hl=en&source=hp&biw=1440&bih=733&q=f%C3%A5rherde&gbv=2&oq=f%C3%A5rherde&aq=f&aqi=&aql=&gs_sm=3&gs_upl=1288l5365l0l6531l8l8l0l2l0l0l739l1922l2.0.2.5-1.1l6l0#hl=en&gbv=2&tbm=isch&sa=1&q=shepherd+dog+white+background&pbx=1&oq=shepherd+dog+white+background&aq=f&aqi=&aql=&gs_sm=3&gs_upl=22190l25668l4l25791l17l9l0l0l0l0l0l0ll0l0&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=ffe04cac444ad2ef&biw=1440&bih=733
  • Micro touches, nudge them in the right direction Key point: success is if we work together to lead them on the right way. Source, various from: https://www.google.com/search?tbm=isch&hl=en&source=hp&biw=1440&bih=733&q=f%C3%A5rherde&gbv=2&oq=f%C3%A5rherde&aq=f&aqi=&aql=&gs_sm=3&gs_upl=1288l5365l0l6531l8l8l0l2l0l0l739l1922l2.0.2.5-1.1l6l0#hl=en&gbv=2&tbm=isch&sa=1&q=shepherd+dog+white+background&pbx=1&oq=shepherd+dog+white+background&aq=f&aqi=&aql=&gs_sm=3&gs_upl=22190l25668l4l25791l17l9l0l0l0l0l0l0ll0l0&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=ffe04cac444ad2ef&biw=1440&bih=733
  • Distributing or publishing content on social channels Connecting experts and building relationships Leading expert communities Providing thought leadership on a particular topics
  • http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • 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?
  • 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?
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms
  • 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?
  • 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?
  • Source: http://www.idg.se/2.1085/1.434891/darfor-vill-facebook-lasa-dina-privata-sms

The Drastic Changing Landscape of Digital marketing The Drastic Changing Landscape of Digital marketing Presentation Transcript

  • @chris_carlssonThe Drastic ChangingLandscape of Digital Marketing © 2011 IBM CorporationSource: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
  • Distinct characteristics of a Social BusinessEngaged—deeply connecting people, including customers, employees,and partners, to be involved in productive, efficient ways.Transparent—removing boundaries to information, experts and assets,helping people align every action to drive business results.Nimble—speeding up business with information and insight toanticipate and address evolving opportunities. © 2011 IBM Corporation
  • The Integrated Digital Plan © 2011 IBM Corporation
  • © 2011 IBM CorporationSource: http://www.flickr.com/photos/walkingsf/
  • Location basedFlickr, Tweets,or both © 2011 IBM Corporation Source: http://www.flickr.com/photos/walkingsf/
  • Branding © 2011 IBM Corporation
  • Communications/PR What’s the ne Resea xt stor rch fo y r a sto What ry exper ts to i … ntervi ew © 2011 IBM Corporation
  • Marketing © 2011 IBM Corporation
  • Sales © 2011 IBM Corporation Source: Sorry, don’t know who first created this model
  • My Digital M&C Priorities(selecting and deselecting)Organic Search (SEO)Content (incl. Content Visualization) BrandingSocial Engagement (SME’s, all employees, BP’s) Awareness ResponseSocial Channels (SlideShare, YouTube, LeadsFacebook, Twitter, LinkedIn)Agile Digital Platform + Marketing Automation © 2011 IBM Corporation
  • Denmark Digital Landscape1. Danish available facts and figures3. Customer survey5. First person perspective, video © 2011 IBM Corporation
  • Denmark: very digitally mature, in the most mature regionICT Development Index (IDI) The Networked Readiness Index 2010–2011, produced by the World Economic Forum © 2011 IBM Corporation
  • Danes and Internet usage (Danmarks Statistik, 2011)A higher percentage of women are using Social Media. Danes with higher education tend to use professional socialOverall (men and women) the popularity falls the older the networking services (like LinkedIn) more then others.user is. Almost 2 out of 3 professional network profiles belong to men.It is mainly Danes aged 25-44 years who use professional Consumers (%) who have shopped online the last 12 monthsnetworking services. Senior professionals (55-64) are less (2011), by Eurostatusing these services. © 2011 IBM Corporation
  • Search is still the preferred way looking for solutionsFrom the IBM DK Midmarket survey (2012): “Where on internet are you looking forsolutions for specific business challenges?”Supplier websites (71%) SlideShare (2.5%) YouTube (10.1%) News sites (25.7%) Twitter (3.4%) Facebook (4.6%) LinkedIn (22.3%) Blogs (13.6%) Forums (35%) Search engine (90.8%) 0 100 200 300 400 500 600 *565 answered, 27 skipped © 2011 IBM Corporation
  • B2B Related Social Platforms on the Danish Market 2,7 DK million users 850.000 DK users, +15.000 new/month, 200 industries represented 40.000 active DK accounts, growing, VIP heavy “YouTube” for presentations, 3 bill. slide views/month (WW) Famed as “one of the most used search engines” (WW) 200.000 DK Blogs, 75.000 active, 4500 new blog entries/day There are +21 million articles (WW), 161.558 in Danish 62 mill. users (WW), ~400 end 2012, strong integration possibilities © 2011 IBM Corporation
  • IBM Denmark | 2012 Digital Landscape IBM LinkedIn in Denmark There are 5100+ professional There are 850.000 Danish groupsBetween January LinkedIn users in2011 and January Denmark 2012 it grow astaggering 23.5% in Denmark Around 15.000 new members register each month Company size Seniority Job roles (example) Age 1-200 54.000 Manager 87.500 Business Dev. 5.800 18-24 55.000 201-1000 50.000 Director 33.000 Finance 14.000 25-34 122.000 1001-10000 95.000 Vice President 13.000 HR 12.000 35-54 150.000 10001+ 81.500 Chief X Officer 14.500 IT 35.500 55+ 25.000 Unknown 449.000 Owner 60.000 Operations 30.000 Unknown 378.000 Facts and figures from July 2011; figures are approx.
  • Watching the horizon Pinterest Google+ Other Other © 2011 IBM Corporation
  • MobileIn 2012 smartphone sales willovertake computersBy 2013 more people willaccess the internet through theirmobile than with a PC © 2011 IBM Corporation
  • Trust and Credibility (2012 Edelman Trust Barometer) We trust technical experts, people like our self and regular employees © 2011 IBM Corporation
  • A first person perspective Trends in a marketing perspective:  Commercial messages soaring  People critically plan, select and deselect media consumption  Relationship Marketing and Personal Connectivity grows more important  Work and private life converges – “ease” is contagious  Decision processes increasingly driven by SoMe.09:20 © 2011 IBM Corporation
  • ib mChallenge: CMO underpreparedness 88% bit.ly/cmostudy2011 © 2011 IBM Corporation
  • Challenge: Socialsemantic 2012“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilkeressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012 © 2011 IBM Corporation
  • Få FACTBOOK 2012 præsenteret for dighttp://blog.socialsemantic.eu/fa-factbook-2012-praesenteret-for-dig/#more-1644 © 2011 IBM Corporation
  • We are changing © 2011 IBM Corporation
  • Search & DiscoveryTwo competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy toreengineer what we do in IBM Marketing & Communications to leverage these two paradigms: The Google The Facebook Paradigm Paradigm © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • Becoming the “shepherd” © 2011 IBM Corporation Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • Becoming the “shepherd” B lie nt h ec vet Mo A © 2011 IBM Corporation
  • Becoming the “shepherd” B B lie nt h ec vet Mo ? A A © 2011 IBM Corporation
  • Becoming the “shepherd” B B lie nt h ec vet Mo ? A A B ? A © 2011 IBM Corporation
  • Becoming the “shepherd dog”! B B lie nt h ec vet Mo ? A A B B ? ? A A © 2011 IBM Corporation
  • Becoming the “shepherd dog”! B B lie nt h ec Micro Engagements vet Mo ? A A Conversation Presentation POW in a blog B Comments B to a discussion Article Webinar Q&A ? ? A A SME speaker at an event © 2011 IBM Corporation
  • How?Don’t have 1 person do 100%.Have 100 people do 1%.Use your second most valuable resource. © 2011 IBM Corporation
  • Every employee can be an expert at something  Distributing or publishing content on social channels  Connecting experts and building relationships  Leading expert communities  Providing thought leadership on a particular topics © 2011 IBM Corporation
  • Expertise Ecosystem Strategic, tactical externalHigh value/potential SME’s, placement VIP’s, Spokes people, Top Talents Take by the hand Expertise Locator Program SME’s, Product/Solution Scalable service to surface experts expertise externally and internally based on needs of the business The Digital IBM’er Hub High volume enablement, Digital self-service surfacing & engagement All employees Get Educated Set up Listen Share Publish Measure © 2011 IBM Corporation
  • Expert point of views /smarterplanet Mobile app Sponsored media © 2011 IBM Corporation
  • Social Guidelines Personally responsible… Identify your self… Respect copyright… Respect your audience… Don’t pick fights… Try to add value… …………… bit.ly/p7MTaF © 2011 IBM Corporation Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
  • Critical principles to keep in mind as youdevelop your social presence © 2011 IBM Corporation Source: IBM
  • It’s personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing © 2011 IBM Corporation Source: IBM
  • Challenges Finding the right balance between Corporate Presence vs. Personal Personal Presence can “run off” Who owns the network? How to measure the success How to motivate the Social Engagers © 2011 IBM Corporation
  • ib mBarriers Consistency Value (or lack of) Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM Corporation Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • Some take aways“Don’t fixate on which social network is important this “You have two ears andmonth. Instead, focus on creating content that people one mouth. Use them.want to share. They figure out how they want to share it.” In that proportion.”Mike Moran, http://www.biznology.com Alex Bombeck’s grandmother (Euro RSCG)“Use your first & “Don’t have 1 person do 100%. “Do it wrong quickly.”second most Have 100 people do 1%.” Mike Moran, http://www.biznology.comvaluable resource.” © 2011 IBM Corporation
  • twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53 © 2011 IBM CorporationSource: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
  • Other stuff © 2011 IBM Corporation
  • Tools © 2011 IBM Corporation
  • Tools• Listening & Monitoring Tools • Analytics & Keyword Research – Social Mention – Google Analytics – Trackur – Google AdWords – Technorati – Compete – Google Alerts – Quantcast – Backtype – Icerocket • URL Shorteners – Hootsuite – Bit.ly – Owl.ly• Paid Listening & Monitoring Tools • Social Media Aggregators – Peoplebrowsr – Netvibes – Sysomos – Paper.li – Radian 6 – LinkedIn Today – Spredfast © 2011 IBM Corporation
  • Personal Branding © 2011 IBM Corporation
  • Play the “Personal Branding” cardThere Are Only Three True Job Interview Questions...3.Can you do the job?5.Will you love the job?7.Can we tolerate working with you? © 2011 IBM Corporation Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet
  • You are being researched Social media monitoring service Reppler recently surveyed more than 300 hiring professionals to determine when and how job recruiters are screening job candidates on different social networks. © 2011 IBM CorporationSource: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp
  • Nurturing Experts © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • Social API’s and Mashup’s © 2011 IBM Corporation
  • Only our imagination is the barrier… ifttt.com © 2011 IBM Corporation
  • Only our imagination is the barrier… ifttt.com © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • Social Business © 2011 IBM Corporation
  • Our internal journeyRelated article in Forbes on “IBM: Communication and Curation go hand in hand”http://www.forbes.com/sites/stevenrosenbaum/2012/04/10/ibm-communication-and-curation-go-hand-in-hand/ IBM Corporation © 2011
  • More on Social Business Social Mythbusters Hot from the press Where are you on the journey? ibm.co/wow_socbiz © 2011 IBM Corporation
  • Social Enablement © 2011 IBM Corporation
  • Social Engagement © 2011 IBM Corporation
  • ib mA Social Selleris good at… © 2011 IBM Corporation
  • The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html © 2011 IBM Corporation
  • The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html © 2011 IBM Corporation
  • ib mSocial Guidelines1. Know and follow IBMs Business Conduct Guidelines.2. IBMers are personally responsible…3. Identify yourself4. If you publish content online relevant to IBM in your personal capacity use a disclaimer bit.ly/p7MTaF5. Respect copyright, fair use and financial disclosure laws.6. Dont provide IBMs or anothers confidential or other proprietary information7. Dont cite or reference clients, partners or suppliers without their approval.8. Respect your audience.9. Be aware of your association with IBM in online social networks.10. Dont pick fights, be the first to correct your own mistakes.11. Try to add value. Provide worthwhile information and perspective. IBMs brand is best represented by its people and what you publish may reflect on IBMs brand.12. Dont use use IBM logos or trademarks unless approved to do so. © 2011 IBM Corporation
  • Backup © 2011 IBM Corporation
  • Why: Change is coming faster than we canimagineThe gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
  • Content Visualization Noooooooo!!!! © 2011 IBM Corporation
  • Data: We are always pushing the boarder… © 2011 IBM Corporation