© 2014 IBM Corporation
Online Marketing Strategie & Social Media

Masterclass Nijenrode Universiteit
05/06/2014 / Ronald V...
© 2014 IBM Corporation‹nr.›
Page header content goes here
© 2014 IBM Corporation‹nr.›
Page header content goes here
3
@ronaldvelten linkedin.com/in/ronaldvelten
IBM Institute for Business Value
Share some (social) marketing perspectives from IBM (and myself)
© 2014 IBM Corporation‹nr.›
Page header content goes here
As an social media user
And as an (proud) IBMer
Aiming to have you find one or more golden nuggets
© 2013 IBM Corporation
We live in interesting times
IBM Institute for Business Value
IBM CEO Studies 2004–2013
2004 2006 2008 2010 2012 2013
Technology factors
Market factors...
Technology is not only getting smarter
11
Technology is changing the way we live our lives
Potentially discovering a golden nugget delicious
But it does not make us less social
Technology enables new ways of collaboration
Opening new opportunities for partnerships and growth
It does change the job and skill set we need as marketers
And will change how we organize ourselves
Since (y)our client wants a different way to interact
And is more demanding ….
As well as your (future) employees
#ED2014WE
Just imagine connecting with the next generation
And yet many companies hesitate
Preparedness for the data explosion Preparedness for social media
71% 68%
2013 2011
66%
2011 2013
82%
29%
18% 32% 34%
Unde...
Paralization caused by ignorance
Or anxuity for external exposure
But digital duct-tape isn’t the resolution
Despite sometimes it would have been handy ….
UNITED BREAKS GUITARS
American Red Cross Gets Dizzled
US AIRWAYS Sticks it where the sun doesn’t….
NYPD at your Service
So mistakes are made ….
Ambition beats anxuity, every time
Southwest Airlines Does Things Differently
KLM Socially Engaged 24/7
Customer Service	
  
Marketing	
  
Crowd Sourcing

Campaigns

Advocy

Crisis
SOCIAL BUSINESSSOCIAL BRAND SOCIAL ENTEPRISE
...
IBM
IBM enables Social Business
But moreover IBM is a Social Business
Our fundamental believe
Sustained business growth
is realized by 	
  
An unique client experience
driven by 	
  
engaged e...
3 Keys to IBMs Social Transformation
Enablement & Support
hours	
  of	
  education	
  provided	
  through	
  
the	
  Digital	
  IBMer	
  initiative
Social: A wide spectrum of initiatives to support employee engagement
Secure: ‘Go Social, Stay Secure – Est. 2005’
‘Smart’; Some awesome social tooling
‘Smart’; Some awesome social tooling
‘Smart’; Some awesome social tooling
‘Smart’; Some awesome social tooling
Social Media Analysis
‘Support’: Leadership
Leading to awesome experiences
Social Footprint
IBM Connections

____________
Over 1Mn. files shared

1.6Mn. Bookmarks
Smartcloud/Sametime Meetings

____...
Leveraging this footprint in Every Campaign
When launching ground breaking technology
Or at the launch of a new brand platform
Amplification
‹nr.›
‹nr.›
Are we there yet?
Lessons Learned: Secure, Social, and Smart
▪ Secure:	
  Be	
  proactive	
  with	
  providing	
  guidelines,	
  
with	
  a	...
Don’t be affraid to jump in
Questions?
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Presentation as given during on line masterclass at Nijenrode on June 5th 2014

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  1. 1. © 2014 IBM Corporation Online Marketing Strategie & Social Media
 Masterclass Nijenrode Universiteit 05/06/2014 / Ronald Velten Social Media @ IBM
Vertel gewoon iets over hoe jullie online marketing bij IBM 
 hebben ingericht en hoe social media kanalen worden gebruikt.
  2. 2. © 2014 IBM Corporation‹nr.› Page header content goes here
  3. 3. © 2014 IBM Corporation‹nr.› Page header content goes here 3 @ronaldvelten linkedin.com/in/ronaldvelten
  4. 4. IBM Institute for Business Value Share some (social) marketing perspectives from IBM (and myself)
  5. 5. © 2014 IBM Corporation‹nr.› Page header content goes here As an social media user
  6. 6. And as an (proud) IBMer
  7. 7. Aiming to have you find one or more golden nuggets
  8. 8. © 2013 IBM Corporation We live in interesting times
  9. 9. IBM Institute for Business Value IBM CEO Studies 2004–2013 2004 2006 2008 2010 2012 2013 Technology factors Market factors Macro-economic factors People skills Regulatory concerns Socio-economic factors Globalization Environmental issues Geopolitical factors Technology is changing our business agenda
  10. 10. Technology is not only getting smarter
  11. 11. 11 Technology is changing the way we live our lives
  12. 12. Potentially discovering a golden nugget delicious But it does not make us less social
  13. 13. Technology enables new ways of collaboration
  14. 14. Opening new opportunities for partnerships and growth
  15. 15. It does change the job and skill set we need as marketers
  16. 16. And will change how we organize ourselves
  17. 17. Since (y)our client wants a different way to interact
  18. 18. And is more demanding ….
  19. 19. As well as your (future) employees
  20. 20. #ED2014WE Just imagine connecting with the next generation
  21. 21. And yet many companies hesitate
  22. 22. Preparedness for the data explosion Preparedness for social media 71% 68% 2013 2011 66% 2011 2013 82% 29% 18% 32% 34% UnderpreparedPrepared CMOs are underprepared for 2 of the biggest technology   shifts happening today
  23. 23. Paralization caused by ignorance
  24. 24. Or anxuity for external exposure
  25. 25. But digital duct-tape isn’t the resolution
  26. 26. Despite sometimes it would have been handy ….
  27. 27. UNITED BREAKS GUITARS
  28. 28. American Red Cross Gets Dizzled
  29. 29. US AIRWAYS Sticks it where the sun doesn’t….
  30. 30. NYPD at your Service
  31. 31. So mistakes are made ….
  32. 32. Ambition beats anxuity, every time
  33. 33. Southwest Airlines Does Things Differently
  34. 34. KLM Socially Engaged 24/7
  35. 35. Customer Service   Marketing   Crowd Sourcing Campaigns Advocy Crisis SOCIAL BUSINESSSOCIAL BRAND SOCIAL ENTEPRISE External Internal Training   Process Collaboration Organization Models Social Business is More then Social Media
  36. 36. IBM
  37. 37. IBM enables Social Business
  38. 38. But moreover IBM is a Social Business
  39. 39. Our fundamental believe Sustained business growth is realized by   An unique client experience driven by   engaged employees  
  40. 40. 3 Keys to IBMs Social Transformation
  41. 41. Enablement & Support hours  of  education  provided  through   the  Digital  IBMer  initiative
  42. 42. Social: A wide spectrum of initiatives to support employee engagement
  43. 43. Secure: ‘Go Social, Stay Secure – Est. 2005’
  44. 44. ‘Smart’; Some awesome social tooling
  45. 45. ‘Smart’; Some awesome social tooling
  46. 46. ‘Smart’; Some awesome social tooling
  47. 47. ‘Smart’; Some awesome social tooling
  48. 48. Social Media Analysis
  49. 49. ‘Support’: Leadership
  50. 50. Leading to awesome experiences
  51. 51. Social Footprint IBM Connections
 ____________ Over 1Mn. files shared
 1.6Mn. Bookmarks Smartcloud/Sametime Meetings
 ____________ 75Mn. total meeting min/month
 Sametime Instant Messaging
 ____________ 50Mn. messages per day 578 messages per second LinkedIn
 ____________ 333.000 IBMers
 31 million IBMer Connections Twitter
 ____________ 32.000 IBMers active/month
 Facebook
 ____________ 171.000 list IBM as a workplace

  52. 52. Leveraging this footprint in Every Campaign
  53. 53. When launching ground breaking technology
  54. 54. Or at the launch of a new brand platform
  55. 55. Amplification
  56. 56. ‹nr.› ‹nr.› Are we there yet?
  57. 57. Lessons Learned: Secure, Social, and Smart ▪ Secure:  Be  proactive  with  providing  guidelines,   with  a  realization  that  they  will  need  to  be   continually  reviewed  and  modified.
 ▪ Smart:    Combine  informal  and  formal  education  to   reach  all  employees.   ! ▪ Social:    Social  is  “just  the  way  we  work”.   What have we learned
  58. 58. Don’t be affraid to jump in
  59. 59. Questions?
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