The Drastic ChangingLandscape of Digital MarketingChristian C Carlsson (@chris_carlsson)Digital Leader and Strategist, IBM...
© 2011 IBM Corporation
Location basedFlickr, Tweets,or both                  © 2011 IBM Corporation
B2B Related Social Platforms on the DanishMarket          2,7 DK million users          850.000 DK users, +15.000 new/mont...
What we know…                © 2011 IBM Corporation
… has for sure changed!                          © 2011 IBM Corporation
Becoming the “shepherd”                                                                                            © 2011 ...
Challenge: CMO underpreparedness                                          50%           Global     Nordic                 ...
Search & DiscoveryTwo competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy toreengineer w...
Every employee can be an expert at something                                        © 2011 IBM Corporation
Social Engagement                    You                          © 2011 IBM Corporation
Why: On-site vs. Off-site                            © 2011 IBM Corporation
Why: Where the real conversation is                                      © 2011 IBM Corporation
Why: Go where our influencers are (i.e. journalists)                                            © 2011 IBM Corporation
Why: Trust and Credibility                             © 2011 IBM Corporation
Why: Closing the Content Gap                               © 2011 IBM Corporation
Why: Change is coming faster than we canimagineThe gap is closing         Bring Your Own Device &                         ...
Majority of Nordic CMOs are eager to deploytools and technologies to better manage SocialMedia, Mobile Applications and CR...
Data: We are always pushing the boarder…                                           © 2011 IBM Corporation
Data: We are always pushing the boarder…                                           © 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
twitter.com/chris_carlsson                                        bit.ly/pwBHwc           linkedin.com/in/christiancarlsso...
Backup slides                © 2011 IBM Corporation
Need for change to deal with data explosionPercent of CMOs indicatinghigh/significant need                                ...
Is the digital experience true to your brand?                                            © 2011 IBM Corporation
Distinct characteristics of a Social BusinessEngaged—deeply connecting people, including customers, employees,and partners...
More on Social Business  Social Mythbusters   Hot from the press   Where are you on the                                   ...
Why: Reach and Amplification     Troels Bisgaard Laursen Vig shared your article: "7 Lessons     From Successful Companies...
Marketers needs to bring back the good old“Mystery Shopping”                                         © 2011 IBM Corporation
Expertise Ecosystem                              Strategic, tactical externalHigh value/potential SME’s,   placement      ...
ibmSocial Guidelines1. Know and follow IBMs   Business Conduct Guidelines.2. IBMers are personally responsible…3. Identify...
It is personal                         Example:                        Visualize &                        Explaining      ...
ibmBarriers          Consistency                       Value (or lack of)                   Behavior                    Be...
“E-mail is where information goes to die.”                                             © 2011 IBM Corporation
Social Business                  © 2011 IBM Corporation
Personal BrandingSource: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographi...
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Digital marketing

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Digital marketing

  1. 1. The Drastic ChangingLandscape of Digital MarketingChristian C Carlsson (@chris_carlsson)Digital Leader and Strategist, IBM Denmark © 2011 IBM Corporation
  2. 2. © 2011 IBM Corporation
  3. 3. Location basedFlickr, Tweets,or both © 2011 IBM Corporation
  4. 4. B2B Related Social Platforms on the DanishMarket 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” 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
  5. 5. What we know… © 2011 IBM Corporation
  6. 6. … has for sure changed! © 2011 IBM Corporation
  7. 7. Becoming the “shepherd” © 2011 IBM Corporation Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  8. 8. Challenge: CMO underpreparedness 50% Global Nordic Data explosion 71% 88% Social media * 68% 88% Growth of channel and device choices 65% 79% Shifting consumer demographics 63% 75% Financial constraints 59% 60% Decreasing brand loyalty 57% 60% Emerging market opportunities 56% 71% ROI accountability 56% 75% Customer collaboration and influence 56% 70% Privacy considerations 55% * Global outsourcing 54% * Regulatory considerations 50% 67% Corporate transparency 47% 44% © 2011 IBM Corporation
  9. 9. 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
  10. 10. Every employee can be an expert at something © 2011 IBM Corporation
  11. 11. Social Engagement You © 2011 IBM Corporation
  12. 12. Why: On-site vs. Off-site © 2011 IBM Corporation
  13. 13. Why: Where the real conversation is © 2011 IBM Corporation
  14. 14. Why: Go where our influencers are (i.e. journalists) © 2011 IBM Corporation
  15. 15. Why: Trust and Credibility © 2011 IBM Corporation
  16. 16. Why: Closing the Content Gap © 2011 IBM Corporation
  17. 17. Why: Change is coming faster than we canimagineThe gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
  18. 18. Majority of Nordic CMOs are eager to deploytools and technologies to better manage SocialMedia, Mobile Applications and CRM 50% Global Nordic Social media 82% 89% Customer analytics 81% 74% CRM 81% 83% Mobile applications 80% 87% Content management 73% 74% Tablet applications 72% 78% Single view of customer 70% 69% Collaboration tools 68% 57% Predictive analytics 66% 48% Reputation management 63% 58% Search engine optimization 62% 65% Campaign management 61% 52% Score cards/dashboards 56% 46% E-mail marketing 46% 48% © 2011 IBM Corporation
  19. 19. Data: We are always pushing the boarder… © 2011 IBM Corporation
  20. 20. Data: We are always pushing the boarder… © 2011 IBM Corporation
  21. 21. Only our imagination is the barrier… ifttt.com © 2011 IBM Corporation
  22. 22. Only our imagination is the barrier… ifttt.com © 2011 IBM Corporation
  23. 23. © 2011 IBM Corporation
  24. 24. © 2011 IBM Corporation
  25. 25. © 2011 IBM Corporation
  26. 26. © 2011 IBM Corporation
  27. 27. © 2011 IBM Corporation
  28. 28. twitter.com/chris_carlsson bit.ly/pwBHwc 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/
  29. 29. Backup slides © 2011 IBM Corporation
  30. 30. Need for change to deal with data explosionPercent of CMOs indicatinghigh/significant need Invest in technology Integrate insights 50% Global Nordic Data explosion 71% 88% Understand * Social media analytics 68% 88% Growth of channel and device choices 65% 79% Rethink Shifting consumer demographics skill mix 63% 75% Financial constraints Collaborate 59% 60% with peers Decreasing brand loyalty 57% 60% Validate Emerging market opportunities ROI 56% 71% ROI accountability 56% 75% Address Customer collaboration and influence privacy 56% 70% Privacy considerations 55% * Global outsourcing 54% * Regulatory considerations 50% 67% Corporate transparency 47% 44% © 2011 IBM Corporation
  31. 31. Is the digital experience true to your brand? © 2011 IBM Corporation
  32. 32. 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. … and Consistency! © 2011 IBM Corporation
  33. 33. More on Social Business Social Mythbusters Hot from the press Where are you on the journey? ibm.co/wow_socbiz © 2011 IBM Corporation
  34. 34. Why: Reach and Amplification Troels Bisgaard Laursen Vig shared your article: "7 Lessons From Successful Companies on LinkedIn" © 2011 IBM Corporation
  35. 35. Marketers needs to bring back the good old“Mystery Shopping” © 2011 IBM Corporation
  36. 36. Expertise Ecosystem Strategic, tactical externalHigh value/potential SME’s, placement VIP’s, Spokes people Take by the hand Expertise Locator Program SME’s, Product/Solution Scalable service to surface experts, Top Talents expertise externally and internally based on needs of the business Social Business @ IBM High volume enablement, Digital self-service surfacing & engagement All employees Get Educated Set up Listen Share Publish Measure © 2011 IBM Corporation
  37. 37. ibmSocial 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
  38. 38. It is personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing © 2011 IBM Corporation
  39. 39. ibmBarriers Consistency Value (or lack of) Behavior Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM Corporation
  40. 40. “E-mail is where information goes to die.” © 2011 IBM Corporation
  41. 41. Social Business © 2011 IBM Corporation
  42. 42. Personal BrandingSource: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneappSocial media monitoring service Reppler recently surveyed more than 300 hiring professionals todetermine when and how job recruiters are screening job candidates on different social networks. © 2011 IBM Corporation
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