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TNS & Ogilvy Bringing Digital To Life 10/26/10

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Discover: ...

Discover:
• What it takes to engage effectively with the constantly-evolving digital consumer
• How to benefit from the latest technology use, adoption and communications trends in the marketplace
• Why it pays to establish ongoing dialog everywhere with consumers and business users alike
• Where changes in activities and needs are putting pressure on tech marketers and producers to deliver differently
• Who stands to benefit most from changes in the tech marketplace and what will determine success

Digital Matchmaking:
• Connecting digitally with your best customers and prospects
• What makes getting together with your customer targets more difficult today?
• Why is it important to know the digital attitudes and behaviors of your customers?
• Once you understand those attitudes and behaviors, how can you apply that to marketing strategy?

Digital Mobility Moves to the Forefront
• Charting a course for mobile engagement
• What are customers doing differently in a smart device world?
• How do expectations change for consumers with smart devices?
• When and how do they want to interact with messages and marketers?
Discovering a Whole New Digital Business World
• How is the cloud transforming business buying and selling?
• How will the cloud commoditize services?
• Where does social flow in traditional B2B sales funnel?
• How are business customers interacting with various stakeholders digitally?

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12 of 2 previous next

  • Full Name Full Name Comment goes here.
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  • Hi Alexis,

    Our onsite presentation was a local initiative composed of Ovligy PR presenters enabled with TNS/Digit London data to deliver a polished tech-inclined cut of the DL data. I do not intend on giving the impression that Digital Life was produced as a collaboration with Ovligy PR.

    Thanks,

    Rommell
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  • Hi Rommell,

    This project was actually a joint venture between TNS and Digit London, not Ogilvy. Do you mind changing it please?

    Thanks!

    Alexis
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    TNS & Ogilvy Bringing Digital To Life 10/26/10 TNS & Ogilvy Bringing Digital To Life 10/26/10 Presentation Transcript

    • Bringing Digital to Life
    • WELCOME TO Bringing Digital to Life Discover new keys to connected success Bringing Digital to Life
    • 3 Bringing Digital to Life
    • 4 Bringing Digital to Life
    • 5 Bringing Digital to Life
    • 6 Bringing Digital to Life
    • 7 Bringing Digital to Life
    • • Those who have started at the bottom of the pyramid may need few resources beyond a connection to vastly improve their lot in life • Still others will find it hard to limit the reach of truth, even when borders • are closed • If information is power, the world’s forgotten are just now beginning to gain power. 8 Bringing Digital to Life
    • Digital Life Style Categories % incidence 22 20 18 25 11 12 20 16 19 26 17 21 15 27 12 6 5 4 15 23 22 25 13 5 Global USA Developed Emerging Markets Markets 9 Bringing Digital to Life
    • • Global commerce is now a click away, from your home to mine, often in a more frictionless exchange every day. • Where middlemen still exist, the nimble and efficient are able to move • in quickly to re-set the customer expectation. • Yet to date, many of the efficiencies promised by the global digital economy have not yet flowed to the end customer….or maybe they’ve just been eaten up by the desire for more instant gratification that can shift more of the costs to delivery. 10 Bringing Digital to Life
    • • The communications and technology industries occupy a unique position in the global digital economy. • As providers, they are first to benefit from the continuing quest for universal access • Yet in the fight to win the hearts and minds of these consumers, their challenge is no less difficult than their media-providing brothers and sisters, who must evolve or die in a constant state of evolutionary turmoil. 11 Bringing Digital to Life
    • 12 Bringing Digital to Life
    • • Additionally, the costs of massive digitization go well beyond dollars and cents. • Governments and private enterprises are testing the tolerance of individuals for losses of privacy that are often granted unwillingly or unknowingly. • There is healthy debate around the effects on personal relationships of an increasingly plugged in populace, that may now choose to text across the dinner table rather than speaking. 13 Bringing Digital to Life
    • • Additionally, the costs of massive digitization go well beyond dollars and cents. • Governments and private enterprises are testing the tolerance of individuals for losses of privacy that are often granted unwillingly or unknowingly. • There is healthy debate around the effects on personal relationships of an increasingly plugged in populace, that may now choose to text across the dinner table rather than speaking. 14 Bringing Digital to Life
    • 15 Bringing Digital to Life
    • • That which connects people cannot so easily divide nations. • Breaking down the barriers of time, distance, social taboos and language are natural outcomes of the world’s nearly universal digitization 16 Bringing Digital to Life
    • 17 Bringing Digital to Life
    • 18 Bringing Digital to Life
    • 19 Bringing Digital to Life
    • 20 Bringing Digital to Life
    • 21 Bringing Digital to Life
    • • With more frequent interchanges across the boundaries that were once defined by miles and borders…. • …we begin to better understand the commonalities that create friendship and collaboration….. • …and begin to more easily explore the solutions to our world’s most vexing challenges 22 Bringing Digital to Life
    • 23 Bringing Digital to Life
    • 24 Bringing Digital to Life
    • Digital Matchmaking Bringing Digital to Life
    • Overview Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online 26 Bringing Digital to Life
    • Overview Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online 27 Bringing Digital to Life
    • Digital engagement varies geographically – and so will growth HIGH Internet is routine CONSUMPTION Internet is pivotal Makes my life more efficient Is the center of my life Hi growth anticipated Med growth anticipated LOW HIGH INVOLVEMENT INVOLVEMENT Internet is non-essential Not a big part of my life LOW Internet is aspirational CONSUMPTION Helps me achieve my goals Digital engagement index is a measure of consumer / engagement in Digital; S5: How often access / Base: All respondents, n=48804 28 Bringing Digital to Life
    • Access points vary with stage of development Critical to leverage mobile access 100% 26M 4M 90% 80% 70% 60% Mobile 50% PC at Café/Friends 40% PC at School 30% PC at Home 20% 10% Limited home 0% access N America Lat Am China India Sub-Sah Share of time spent by access point Africa 29 Bringing Digital to Life
    • Overview Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online 30 Bringing Digital to Life
    • What are they doing online? + = anticipated growth High Current Usage Avg Current Usage Low Current usage Growth across the board in LAm & India Social Networking + Moderate ++ +++ Brand Receptive Brand Receptive +++ +++ Moderate Reject Brands Differences in ad opportunity Gaming + ++ +++ +++ + Multimedia + ++ +++ +++ + Promote growth thru advanced mobile News, info devices/apps seeking + ++ +++ +++ +++ Email Growth in + + +++ +++ +++ “utilitarian” applications Shopping + +++ +++ ++ + E-commerce growth I6: Change in future activities use / All respondents: 222 163 225 393 361 continues in hi-use markets 31 Bringing Digital to Life
    • Attitudinal drives of online behavior Internet is transformational in the east, more routine in the west. High Average Low Can’t imagine life without the Internet Allows freedom of expression don’t have offline Internet allows me to stand out and be different Helps connect with like-minded individuals Internet improves my relationships Life without Internet would be a lot less fun 32 Bringing Digital to Life
    • Overview Internet Engagement and Growth: Geographic Differences Drivers of Growth and Engagement: Activities and Attitudes Understanding the Types of Consumers Online 33 Bringing Digital to Life
    • Composition varies greatly by market 100 Networkers Internet is important for relationships 90 Influencers The Internet is an integral part of my life 80 Communicators Use the Internet for expressing myself 70 Knowledge-seekers Internet for info, knowledge, education 60 Aspirers Looking to create a personal space online 50 Functionals Internet is a functional tool 40 30 20 10 0 N America Lat Am China India SSA 34 Bringing Digital to Life
    • Mature and in developed markets. Internet is a tool. FUNCTIONALS Control and efficiency make them mostly practical. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement L Consumption Younger Older L L Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are I am concerned about data protection High Low and privacy in the internet intrusive Number of friends Level of online purchasing (out of six) 5th Internet helps me connect with other like-minded individuals L In the online world, I can better express Above average touchpoints N America Where? my feelings ONLINE OFFLINE N/W Europe Branded sites Offline media S/E Europe The Internet improves the relationships Retailer sites Retail shop Dev Asia I have with other people Price comparison Offline WOM Search engine User review on blog Review sites Social network comments 35 Bringing Digital to Life
    • Rely on mobile, but technology limits the best apps and ASPIRERS networks. Need more mobile. Not into ecommerce. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement H Consumption Younger Older L L Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are The Internet improves the relationships High Low I have with other people intrusive Number of friends In the online world, I can better express my feelings Level of online purchasing Internet enables me to belong and be (out of six) 6th accepted by my friends Above average touchpoints India Where? ONLINE OFFLINE Emerg Asia Branded sites Offline media MENA I can t imagine a life without the L Retailer sites Retail shop SSA internet anymore Price comparison Offline WOM Search engine Life without the internet would be a lot User review on blog less fun Review sites Social network comments 36 Bringing Digital to Life
    • Heavy involvement in communities, and not much else. NETWORKERS Ignore brands, but might see them as effective. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement L Consumption Younger Older H H Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are The Internet improves the relationships High Low I have with other people intrusive Number of friends I can t imagine a life without the internet anymore Level of online purchasing Internet helps me connect with other (out of six) 4th like-minded individuals Above average touchpoints N America Where? ONLINE OFFLINE N/W Europe In the online world, I can better express S/E Europe L Branded sites Offline media my feelings Retailer sites Retail shop Price comparison Offline WOM Internet allows freedom of expression Search engine that I don t have in the offline world User review on blog Review sites Social network comments 37 Bringing Digital to Life
    • KNOWLEDGE- Voracious need to know, even about brands. Learn SEEKERS through search, reviews, brand sites and direct mail. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement L Consumption Younger Older M M Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are I am concerned about data protection High Low and privacy in the internet intrusive Number of friends Internet allows freedom of expression that I don t have in the offline world Level of online purchasing (out of six) 3rd Above average touchpoints S/E Europe Where? Internet enables me to belong and be L ONLINE OFFLINE LatAm accepted by my friends Branded sites Offline media In the online world, I can better express Retailer sites Retail shop my feelings Price comparison Offline WOM Search engine I can t imagine a life without the User review on blog internet anymore Review sites Social network comments 38 Bringing Digital to Life
    • Focus on self-expression and brand affiliation. COMMUNICATORS Belonging appeased through fan sites and dialog. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement H Consumption Younger Older H H Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are In the online world, I can better express High Low my feelings intrusive Number of friends Life without the internet would be a lot less fun Level of online purchasing Internet allows freedom of expression (out of six) 2nd that I don t have in the offline world Internet enables me to belong and be Above average touchpoints China Where? accepted by my friends ONLINE OFFLINE Emerg Asia Branded sites Offline media Retailer sites Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments 39 Bringing Digital to Life
    • High engagement for these cross-over catalysts. INFLUENTIALS Influence anywhere and they will affect elsewhere. Who? Activities Digital Engagement Digital activities Digital Involvement Male Female Engagement H ALL Consumption Younger Older H H Employed Not employed Digital Attitudes Brand interaction Frequency of internet access H Open to brands Brands are Internet allows me to stand out and be High Low different intrusive Number of friends Internet allows freedom of expression that I don t have in the offline world Level of online purchasing Internet enables me to belong and be (out of six) 1st accepted by my friends In the online world, I can better express Above average touchpoints S/E Europe Where? my feelings ONLINE OFFLINE MENA Branded sites Offline media India Retailer sites Retail shop China Price comparison Offline WOM Dev Asia I am concerned about data protection L Search engine and privacy in the internet User review on blog Review sites Social network comments 40 Bringing Digital to Life
    • Why is this Segmentation Important? Customer value to your business is driven by attitudes, needs, behaviors, and personal characteristics. Differentiated approaches are a critical technology markets. Product development needs to be informed about the kinds of consumers that will benefit, where to find them, and how big the opportunity is. Effective online marketing requires a differentiated understanding of target groups for proper messaging, directly based on their behavioral differences to select appropriate channels. 41 Bringing Digital to Life
    • 42 Bringing Digital to Life
    • Engaging with customers thru grassroots marketing • Identify your most social customers • Build strategies to drives sustainable word of mouth • Measuring the effectiveness 43 Bringing Digital to Life
    • Grassroots marketing Framework 44 Bringing Digital to Life
    • Planning conversations creates sustained word of mouth. Buzz vs. Sustained WOM 300,000 Social Media "Impressions" 250,000 200,000 150,000 100,000 50,000 0 1 2 3 4 5 6 7 8 -50,000 Months BUZZ Sustained WOM 45 Bringing Digital to Life
    • Active listening tells you who your social customers are Identify Assess Interact Identify who will be your Understand their What types of social media audience. capacity for adopting interactions do they social technologies on an want to have with you? ongoing basis? Customer Engagement 46 Bringing Digital to Life
    • One out of five Twitter users (20%) say they have followed a brand in order to interact with the company. www.marketingprofs.com 47 Bringing Digital to Life
    • Link your organizations goals, social strategy and key metrics. What you want to achieve How you will What you achieve it measure strategy tactic metrics Business Objective tactic metrics strategy tactic metrics 48 Bringing Digital to Life
    • V-Tech Toys V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want • Increased social media share of voice from 20% to 70% versus competitor • Launched Facebook Page with 10,000 fans in first 48 hours • Average of 1,000 Facebook interactions per week 49 Bringing Digital to Life
    • Combining Facebook & Twitter: Building Relationships With a Brand Voice VTech created a brand presence with a clear and relevant voice connecting with and activating the online parenting community. – Social Media Brand Voice: The VTech Mom – an established influencer - connects with VTech’s target market and creates a clear, authentic voice for the brand via Facebook and Twitter. – Conversation Management: 360 Digital Influence worked with the VTech Mom to drive ongoing conversation and community engagement across social media platforms, creating a conceptual “front porch” on Facebook and Twitter. – Social IRM: On behalf of VTech, 360 Digital Influence developed relationships with over 300 influential parents in social media to engage via Facebook, Twitter and blogs. Exclusive opportunities around product launches and promotions were offered to raise the volume of conversations, and increase brand preference and purchase consideration. 50 Bringing Digital to Life
    • Summary • Plan for long term relationships not “buzz” • Listening tells you who your most social customers are. • Put social media in context of business goals to communicate value 51 Bringing Digital to Life
    • Digital Mobility Moves to the Forefront Bringing Digital to Life
    • Overview Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations
    • Overview Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations
    • Forces of Digital Mobility: Developed vs. Developing World Mobile Internet is the last form of access adopted in developed markets and the first form of access in developing markets % online users accessing internet from mobile in last four weeks Source: TNS Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents, n=48804 55 Bringing Digital to Life
    • Digital Mobility in the US Smartphone owners use more technology Service Penetration by Smartphone Use: Total US, 2Q10 96% 90% 79% 86% 82% 83% 87% 74% 45% 37% 24% 27% Wireless Only Internet At Broadband PC Subscription Cable Modem Home Connection (All video Connection (All Households) Households) Wireless Households Have Smart Phone Source: TNS Syndicated Market Tracking 56 Bringing Digital to Life
    • Overview Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations
    • Where are the next drivers of mobile growth? % doing activity PC Mobile Source: TNS Digital Life / I1: Frequency of online activities/ Base: All respondents, n=48804 58 Bringing Digital to Life
    • There is room for Smartphones and Netbooks in the market due to each device meeting different consumer requirements Preferred devices for activities Advanced mobile phone Netbook 55 Digital music 20 46 Calendar 29 42 Navigation 27 42 Transfer files 28 42 Bluetooth 27 41 Games 32 38 IM 35 33 Video calling 35 33 Internet access 41 30 Download content 43 28 Email 49 25 Edit images/video 50 25 Banking 44 24 Browse internet 52 24 Download apps 45 22 Read eBooks 44 17 Online shopping 51 17 Edit documents 55 Source: TNS 2010 GTI / J6: Advanced mobile phone vs. Netbook / 2010 Bases: J6 All mobile users: 22360 59 59 Bringing Digital to Life
    • Harnessing the Uniqueness and Power of the Mobile Experience 60 Bringing Digital to Life
    • Mobile and PC Experiences will differ Future increase in activities Greater increase on PC Greater increase on mobile Source: TNS Digital Life / I6: Change in future activities use / Base: All respondents, n=48804 61 Bringing Digital to Life
    • Overview Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations
    • Content providers have established a strong share of consumer commitment in the category, especially in Developed Markets Commitment share by category Handset manufacturers Network providers Content providers % Global 53 34 13 N America 36 35 29 Europe 51 25 24 Dev Asia 53 27 21 India 61 37 2 China 47 44 8 Emerg Asia 70 26 4 LatAm 46 38 16 M East 55 35 10 Africa 58 37 5 Source: TNS 2010 GTI / Section E Conversion Model analysis / 2010 Bases: All mobile users 63 Bringing Digital to Life
    • Future Opportunity Map – Top Mobile Content brands Twitter has the strongest growth potential of top content brands 20% Mature Opportunities Power Opportunities Google/Gmail Brand Usage - % Microsoft / MSN / Windows Yahoo 10% YouTube Facebook Wikipedia Baidu Myspace.com Amazon.com Mapquest Twitter Niche Opportunities Emergent Opportunities 0% Weaker future- Stronger future influence FO Index influence Source: TNS 2010 GTI 64 Bringing Digital to Life
    • Overview Digital Mobility Driven by Dual forces of First Access and Last access Digital Mobility as Unique Experience Content will play a starring role in Digital Mobility Digital Mobility is Reshaping Digital Expectations
    • Moving from “Dialing In” to “Always On” % accessing daily Source: TNS Digital Life / S5: How often access / i10: Usage of offline media / Base: All respondents 48804 66 • Bringing Digital to Life
    • The home dominates usage in mature markets… PC at internet PC at home PC at work / school Mobile Share of time spent by café / friends access point TNS 2010 Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents 48804 67 • Bringing Digital to Life
    • Digital Mobility Setting the New Standard 68 Bringing Digital to Life
    • The structure of digital varies regionally and will follow different development paths Research Finding Business Implication Digital Mobility Driven by Dual Forces of Different use cases require a segmented the first vs. last form of Internet experience Digital Mobility as Unique Experience The role of apps, mobile internet and from Computer Focused Internet location based services will only increase Alignment between handset , carrier, Content Will Play a Starring Role in operating system and apps will define the Digital Mobility full user experience Digital Mobility Reshapes Expectations Digital Mobility drives expectations of for all Digital Experience access – always on vs. dialing in 69 Bringing Digital to Life
    • 70 Bringing Digital to Life
    • • Challenges with location based platforms • Checking in will take a back seat. • Experiential branding will take on new meaning. 71 Bringing Digital to Life
    • Many location platforms lack relevance. 72 Bringing Digital to Life
    • Move from anonymous “check in” to tailored experience. 73 Bringing Digital to Life
    • Each location can have dozens of platforms to manage check in data Location based content management 74 Bringing Digital to Life
    • Location analytics Action beyond check in. Preference Reach 75 Bringing Digital to Life
    • The check in will take a back seat. 76 Bringing Digital to Life
    • Mobile can augment traditional advertising and PR using GPS and cameras. 77 Bringing Digital to Life
    • Mobile rewards will take new forms besides the “Check in”. 78 Bringing Digital to Life
    • Brand experiences will be extended by blending physical space and digital content. 79 Bringing Digital to Life
    • Nike example 80 Bringing Digital to Life
    • Summary Increase relevance Plan the experience Extend existing of location based beyond giving away rewards programs offers. coupons. with new interactions. 81 Bringing Digital to Life
    • 82 Bringing Digital to Life
    • What is Digital Business? Digital Business is the act and process of exchanging business information digitally. Improving ROI Services Commoditization 24/7 Business Intelligence Where is Digital Business Today? Complete Interconnectivity Customer Focused Social Interactivity 83 Bringing Digital to Life
    • What Does the Back Bone of Digital Business Look Like? Business Services and Applications Digital Business Enablers Digital Frameworks 84 Bringing Digital to Life
    • What Are Decision Makers Saying? Organization cannot afford to make any investment which has no tangible returns – CPG If it is not worth doing in-house it may be closed forever, so I have to look out for some third party solutions as pre- emptive measure – Insurance IT should add value to bottom line, moving to modular solutions is great , but it needs to be scalable and work – Bank Spending on applications that help us sell No budget for those frills and bells and more to same customers, get new whistles. If it is not needed it is not customers and improve efficiency is an required. Mend if broken there is no easy sell - Technology budget for oiling –Telco 85 Bringing Digital to Life
    • Movements in the Market: Outsourcing Services by Industry Study indicates a high propensity to outsource services Public administration leads the way 300 200 MHS – Managed Hosted Services 100 MNS – Managed Network Services SRM – Security Risk Management 0 Source: TNS Telecom Syndicated Solutions (Business Wave, Business Scores) 86 Bringing Digital to Life
    • The Digital Business Path Typical IT Infrastructure Maturity Curve In-house versus X Consolidation Outsourced/ Hosted X X Expansion X Deployment Emerging markets may leap frog the whole X Trialing maturity curve and go directly to new business models of hosted/ SaaS model X Awareness 87 Bringing Digital to Life
    • What is the Cloud? • Infrastructure as a Service IaaS • Closest to the traditional data center • An easy stepping stone – sort of one step beyond collocation • Doesn’t necessarily optimize for Cloud • Will IaaS eventually go away?...leaving just SaaS and PaaS? • Software as a Service SaaS • Here it is just the “application” • Also an easy stepping stone • Is typically a “share everything” model – w/ limited customization • However, will businesses “link” SaaS apps together? • Platform as a Service • A rich stack is provided PaaS • A harder step, because you really need to redo your applications from scratch in order to be truly cloud- optimized – to be highly concurrent and parallelized 88 Bringing Digital to Life
    • The Migration of Digital Business IT as a Service Private Cloud Public Cloud IaaS PaaS SaaS Future Windows OpEx>CapEx Azure IT as a component Appliance Apps of business strategy Browser enabled Mostly PC Virtualized Data Center Browser-LESS Mostly MOBILE Current CapEx>OpEx IT as a function 2003 Networked Hardware Platform Tools Software 1 Components of on-prem data center 89 Bringing Digital to Life
    • What Does Cloud Computing Mean to You? Service that bridges No long term the IT gap between commitment on Enterprises and platform or versions SMBs Public network/assets for private business Best of breed third Outsourced/ Third party solutions on party solutions third party platform Leveraging the Internet as application/ service infrastructure No Hardware, no Pay per use or pay as maintenance or you go upgrades More for less No Big ticket costs Affordable plug and Service providers play model for become system complex apps integrators 90 Bringing Digital to Life
    • How Does Measurement Have to Change to Keep Up? How do we measure the cloud? IaaS SaaS PaaS Metrics of Measurement: Revenue Spend Brand Equity Customer Satisfaction 91 Bringing Digital to Life
    • What is the Business Technology Trajectory? Optimizing Hardware Footprint ROI "You cannot control how this year's revenue compares to last year's revenue. You can't control it… you can control market share. You canversus Outsourced satisfaction.“ Customer Focus Hosted control customer Steve Ballmer, Microsoft CEO Deployment Customer Satisfaction Brand Momentum 92 Bringing Digital to Life
    • 93 Bringing Digital to Life
    • Core B2B Business Social Media – Goals • How can I enhance my brand – from increasing awareness/visibility (starting point) through to growing preference? • How can I efficiently acquire new customers (leads)? • How can I increase customer loyalty and retention? 94 Bringing Digital to Life
    • The importance of proprietary websites is being equaled, if not surpassed, by the rise of content sharing sites, mainstream acceptance of social media networks and the advent of universal search. 95 Bringing Digital to Life
    • Brands need to be present via relevant and engaging content which is conceived and executed expressly for use in these disparate forums - including content created by the brands, inspired by the brands and organically grown from the community. 96 Bringing Digital to Life
    • To win b2b must have a strategy across owned, earned and paid media. Owned Channel a brand controls Earned Paid Word of mouth about brand Brand pays for placement 97 Bringing Digital to Life
    • The Playing Field Paid Owned Earned & Owned 98 Bringing Digital to Life
    • In 2009/Q1 2010, approximately 66 customer and partner testimonial videos were developed and distributed with the following results to date • 82,790 video views after 11 months • Average click • Average engagement rate on (as of 3/31) through to IBM.com pages: 61%, or 27% • 1,600 views per video are being IBM.com pages: above target generated from this campaign – 0.70%, compared to • Average cost per view: <$5.00 Fewer than 20% of all videos on 0.15-0.20% for which is less than a paid search YouTube will reach over 500 views banners click or less in their lifetime* * Statistic provided by YouTube 99 Bringing Digital to Life
    • Search Results 100 Bringing Digital to Life
    • Summary • Universal search provides an ever expanding self space. • Content needs to be developed for consumption across platforms and devices. • Content strategies need to be planned across own, earned and paid media. 101 Bringing Digital to Life
    • Bringing Digital to Life