Bridging the gap between PR, Sales & Marketing

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presentation as given at the Social Conference 2013 (#tsc13) on February 14th, 2013 at Pakhuis De Zwijger

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Bridging the gap between PR, Sales & Marketing

  1. 1. Bridging the gap between marketing and salesAn IBM experience story @RONALDVELTEN Director Marketing, Communications & Citizenship 1 © 2012 IBM Corporation 2011
  2. 2. Happy valentine22 © 2011 IBM Corporation
  3. 3. h"p://www.fierfryslan.nl   3 3
  4. 4. ibm.com/connect 4 4
  5. 5.  http://www.emerce.nl/cases/kracht-sociale-software 5 5
  6. 6. 66
  7. 7. Share some day to day experience
  8. 8. 9
  9. 9. #3  +8%  /  75.532Bn     10
  10. 10. 11
  11. 11. Our enduring idea: WORLD CHANGING PROGRESS 12
  12. 12. In service of: FORWARD THINKERS 13
  13. 13. Experienced through: The IBMer 14
  14. 14. Experienced through: The IBMer 15
  15. 15. Experienced through: The IBMer 16
  16. 16. 181 188
  17. 17. 191 199
  18. 18. 202 200
  19. 19. 23
  20. 20. Experiencing hesitation to dive in 24
  21. 21. How to close the gap
  22. 22. 26
  23. 23. Identified subject matter experts
  24. 24. And actively enabled them
  25. 25. we started with listening
  26. 26. Spotting relevant current affairs 3 0
  27. 27. to create engaging messages
  28. 28. 32 From the outside in
  29. 29. 33 That share ideas…
  30. 30. 34 …and insights.
  31. 31. Distributed via the IBM community
  32. 32. Leveraged viastaged champions
  33. 33. Engaging the audience
  34. 34. Sharing ourIdeals & ideas
  35. 35. Extending our presencein earned media 39 39
  36. 36. Which we leveraged as event booster
  37. 37. 4242
  38. 38. Got it ?43
  39. 39. Some examples 44 44
  40. 40. 4545
  41. 41. 4646
  42. 42. 4747
  43. 43. 4848
  44. 44. 4949
  45. 45. 5050
  46. 46. 5151
  47. 47. 5252
  48. 48. Are we there yet?Are we there yet? 53 53
  49. 49. 1.  Do not force social media adoption2.  Do not define your ambassadors too narrow 3.  Do not underestimate labour and budget intensity4.  Do bridge pr, social, marketing and sales5.  Do create poster child examples; be proud get loud 6.  Do think about your measurements (timely) 54 54
  50. 50. 56
  51. 51. 57
  52. 52. 58
  53. 53. 59
  54. 54. @ronaldvelten     Linkedin.com/in/rvelten    ronald_velten@nl.ibm.com   60
  55. 55. 61

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