11.19 webinar

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Oracle, Leader Networks, and Social Media Today recently conducted an online survey of over 900 marketing and technology executives to learn how companies are leveraging social technologies and practices throughout their organizations. Join us as we discuss part two of the The Social Business Research Study, focused on Socially Driven Collaboration.

How has the the relationship between Marketing and IT/Technology groups changed in response to the impact of social business? We explore how the opportunity for increased collaboration is perceived by each of these groups as their organizations evolve towards becoming socially enabled enterprises.

While Marketing has a leading role in the adoption of social channels with a focus on building awareness, the significant operational benefits of increased collaboration between Marketing and IT include:

Stronger and more compelling marketing messages
Faster speed to market
Greater product and service adoption
Fewer defects in products and services
Join this exclusive webinar to learn how your organization can capitalize on the developing relationship between IT and Marketing. Follow along on twitter using #smtlive

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  • The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • Opening/Introduction slide. Please include your Twitter handle and appropriate hashtag on this introduction slide AND all other slides via “slide master” tool under View toolbar.
  • From a recent AdAge edition nothing the changing and growing role of today’s marketer.
  • Your customers, your partners, your employees are behaving, thinking differently today! They are always connected, always sharing, and always aware.Not only they can reach to a broader audience very fast, and share their good or not so good experiences, they are also expecting to interact with enterprises in a same way they interact with each otherSocial is the No. 1 online activity (one-fifth time spent online social)72% of online adults use social networking sitesMore than 50% of the world’s 2.4B Internet users access a social network
  • The role of today’s marketer is much different. As a “marketer,” you can’t simply leave technology decisions and investments to the “techies.” Your role is now much bigger… and requires connecting, reaching, engaging and understanding consumers across multiple platforms.
  • A Gartner study earlier this year got a lot of attention and understandably so: It predicted that CMOs will spend more on technology than CIOs by 2017 – that’s a powerful statement. More information on Gartner Study: http://www.forbes.com/sites/lisaarthur/2012/02/08/five-years-from-now-cmos-will-spend-more-on-it-than-cios-do/
  • Even CMOs Can’t Agree what Should Be #1
  • Here’s a fact: Marketing & Technology are constantly merging and overlapping. And it’s causing today’s marketing and IT executives—CMOs & CIOs—to more closely align. Today, the collaboration and alignment of marketing and technology is essential for success in today’s business world. Like the title of this session: Marketing & Technology are now a hybrid function. And marketers are leading the way. BUT… Despite this truth, most Marketing & IT departments aren’t aligned… and don’t play well together.
  • An August 2013 Accenture study of 400 senior marketing and 250 IT executives revealed that only one in 10 believes collaboration between CMOs and CIOs is currently at the right level.But, regarding the use of technology, CMOs and CIOs agree that technology is essential to marketing and that its primary purpose is to gain access to customer insight and intelligence (60 percent of CMOs and 73 percent of CIOs).
  • At Oracle we believe—across the enterprise--we are moving from a “siloed” world to a holistic, unified approach—both with departments and technology solutions. It will be a unified, holistic approach across people, processes and technologies. Organizations that embrace these changes can innovate and move towards a “Social Business”.
  • Need buy-in from the CEO across Shared GoalsNot just a “seat at the table” but real and repeated collaboration
  • Solve the big data dilemma together - Pick a point of customer pain that has IT / Marketing implications and try to solve it together! Meaningful metrics – not just Likes and Fans
  • Identify a single operational process (e.g product enhancement, trend spotting, reaching a new demographic) that can be enhanced or accelerated through social businessDevelop a collaborative path to success Definekey success metrics
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • 11.19 webinar

    1. 1. Socially Driven Collaboration: How Social Business is Changing The Roles of Marketing and IT #SMTLive
    2. 2. Thank You to Our Sponsor @OracleSocial #SMTLive
    3. 3. Join the Conversation… 157,345 #SMTLive #socbizresearch
    4. 4. Our Speakers Erika Jolly Brookes, VP of Product Strategy, Oracle. @EBrookes Erika Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social business to help guide product strategy and development. Prior to joining Oracle, she was vice president of marketing and communications at Vitrue, a leading provider of social marketing publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and is now a wholly-owned subsidiary of Oracle. Vanessa DiMauro , CEO of Leader Networks, @vdimauro Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Paul Dunay, Moderator, @PaulDunay Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. #socbizresearch #SMTLive
    5. 5. Five Tips to Success with Your Tech Team Lessons learned from a new executive study, “Socially Driven Collaboration” #socbizresearch #SMTlive
    6. 6. Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 6 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    7. 7. Empowered Consumers Have Control WHAT’S HAPPENING WITH TECHNOLOGY 7 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    8. 8. Technology Changing Everything St. Peter’s Square, Rome Mobile, Digital, Social via the Cloud 8 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    9. 9. Your Customers & Employees are Always Connected, Sharing, Aware 9 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    10. 10. Consumers have Control - and Won’t Give it Back Source: Make B2B Marketing Thrive In The Age Of The Customer, Forrester Research, Inc. May 2013” 10 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    11. 11. Marketing has Limited Control • Owned: The easy part R E A C H • Paid: The expensive part – Info you pay to post PAID CONTROL 11 – Info you create and publish EARNED Copyright © 2013, Oracle and/or its affiliates. All rights reserved. OWNED • Earned: The riskiest part – Info others say about you
    12. 12. More Responsibilities… Presenting More Opportunities EVOLVING ROLE OF THE CMO 12 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    13. 13. An Eye-Catching Study Emerges “By 2017 the CMO will spend more on IT than the CIO.” 13 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    14. 14. CMOs Have So Many “Top” Priorities 13% Entering new markets 10% Retaining customers 13% Creating new products & services 16% Improving organization’s reputation Source: SAS/Economist Intelligence Unit, June 2013 14 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 31% Driving revenue growth 17% Finding new customers
    15. 15. A Hybrid Need Exists Consumer-Facing Internal Focus Strategic Vision Social Security Mobile Analytics ecommerce New Technologies Innovation Consumerization Operations Email Digital Advertising Innovation CRM Enterprise IT CX Management Big Data Competitive Data Mobile Infrastructure Service Cost Efficiency New Technologies Marketing 15 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. IT
    16. 16. IT & Marketing Must Collaborate Only 10% of Marketing and IT executives interviewed believe collaboration between CMOs and CIOs is currently sufficient. 16 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    17. 17. Embrace Change & Drive Strategy People Process Collaborative Social Enterprise Connected Empowered Consumer Technology 17 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    18. 18. Collaboration is Essential… and Becoming Inevitable MARKETING IS LEADING THE CHARGE 18 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    19. 19. About The Study Purpose of the study: • Explore the changing relationship between Marketing and IT due to social business • Identify potential opportunities from increased levels of collaboration Sample composition:  662 Marketing and 263 IT leaders – 100+ employees – Currently use at least one social platform 19 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    20. 20. Social Business Practices are Changing Marketing and IT  Marketing and IT can now collaborate more effectively.  Social business brings greater awareness of thought leadership, a stronger voice in management decisions and the ability to articulate ROI.  Marketing and IT need to both acquire (for themselves) and hire new skill-sets (for the organization). 20 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    21. 21. How is your role evolving due to social business? Rank the top three responses First I have the ability to collaborate more effectively I have a greater awareness of thought leadership agenda Second 16% 15% 12% I need new/different technical skills Third 12% 15% 15% 12% 12% I have a stronger voice in management decisions 11% I can articulate ROI better/differently 10% 9% 6% 5% 7% 5% 5% 9% IT respondents are more likely to report this change I am hiring new/different skills I need new leadership/management skills I need to learn to manage millennial resources No change 10% 7% 3% 4% 6% 10% 10% 10% Marketing respondents are more likely to report this change 3% 1% n=821 21 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    22. 22. In your role as a Marketing or IT professional, how frequently do you collaborate with your Organization’s IT/Marketing team on projects or initiatives? IT 26% 36% Frequently 37% Marketing 45% Occassionally 25% 17% 13% Rarely 3% Never IT N=244 Marketing N=594 22 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    23. 23. How would you classify your current collaboration with Marketing (IT)? Marketing IT 23% 21% Excellent Adequate 50% 16% 13% Poor Non-Existent 23 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. 57% 4% 16% #socbizresearch #smtlive
    24. 24. Why don’t you collaborate well with Marketing (IT)? Select all that apply 47% I do see the benefit, but my company culture doesn’t enable it 31% I do see the benefit, but neither team prioritizes it I don’t see the benefit I do see the benefit, but my peer(s) don’t welcome it Common fill-in responses include: IT is outsourced IT doesn’t support social media IT doesn’t welcome it No connection between IT and marketing My customers are internal 24 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Other 29% 5% 10% 7% Marketing IT 17% 21% 34% 26% IT N=72 Marketing N=117 #socbizresearch #smtlive
    25. 25. How has your relationship with Marketing (IT) changed over the past 12 months? Characteristics of organizations that report collaborating more Marketing • Typically larger in size (<50K employees was top response) IT 41% 38% We Collaborate More 56% 60% No Change We Collaborate Less • From the technology, manufacturing, financi al services and business services industries. 2% 2% IT N=246 Marketing N = 590 25 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    26. 26. How, if at all, has this change in collaboration impacted your effectiveness as a professional? 80% 71% 74% IT Marketing 60% 40% 27% 23% 20% 0% 0% 2% I Am Less Effective No Change in Efficiency I Am More Effective IT N=96 Marketing N = 257 26 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    27. 27. What, if any, are the benefits of increased collaboration? Select top three 54% 51% 47% 43% 40% 42% Stronger/more compelling marketing messages Faster speed to market with products and… Greater adoption of the products or services we… 23% Reduction in project costs 26% 27% Fewer defects in the products or services we offer IT N=88 Marketing N= 237 27 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Other Marketing IT 13% 17% Increased share of budget No benefits 36% 2% 2% 2% 2% #socbizresearch #smtlive
    28. 28. FIVE TIPS TO SUCCEED 28 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    29. 29. Social Business Benefits the Whole Organization – Tip # 1: Get C-Suite Buy-in for Shared Goals CEO CMO CIO 29 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. CFO #socbizresearch #smtlive
    30. 30. Advance from Just “Adequate”Tip #2: Understand Your Peer’s Perspective Can IT move at the speed of marketing? 30 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Does Marketing realize how hard this is? #socbizresearch #smtlive
    31. 31. Culture of Collaboration Starts With You Tip #3: Be the Role Model Reach out. Make the first move. Make the first five moves, if that’s what it takes. Pick a point of customer pain that has IT / Marketing implications and try to solve it together! 31 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    32. 32. Increased Collaboration Can Yield Many Benefits Secret #4: Find Meaningful Metrics Want Engagement, Not Likes 2.5 quintillion bytes of data created every day 32 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    33. 33. Collaboration Helps Avoid Tech Mistakes Tip # 5: Carefully Choose Tools Don’t “belly up to the bar” of tech tools 33 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    34. 34. SUMMARY & WHAT TO DO NEXT 34 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    35. 35. Summary  Technology empowers consumers & demands a lot of CMOs  Social business is changing how Marketing and IT leaders work  Significant obstacles exist to collaboration, starting with culture change  Collaboration improves professional effectiveness & offers significant operational benefits 35 Copyright © 2013, Oracle and/or its affiliates. All rights reserved. #socbizresearch #smtlive
    36. 36. Do This Next  Schedule a meeting with your IT counterparts – Identify a single operational process or result that social business can enhance or accelerate – Identify the collaboration details (the 5 W’s – who, what, when, where and why) – Define key success metrics 36 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
    37. 37. Join the Conversation… 157,345 #SMTLive
    38. 38. Our Speakers Erika Jolly Brookes, VP of Product Strategy, Oracle. @EBrookes Erika Brookes is vice president of product strategy for Oracle, working on the Oracle Cloud-Social business to help guide product strategy and development. Prior to joining Oracle, she was vice president of marketing and communications at Vitrue, a leading provider of social marketing publishing software for global brands and agencies. Vitrue was acquired by Oracle in May 2012 and is now a wholly-owned subsidiary of Oracle. Vanessa DiMauro , CEO of Leader Networks, @vdimauro Vanessa DiMauro is CEO of Leader Networks, a research and strategy consulting company that helps organizations succeed in social business and B2B online community. DiMauro is a popular speaker, researcher and author. With 15+ years experience in leadership positions, she has founded and run numerous online communities, and has developed award-winning social strategies for the largest and most influential companies in the world. Paul Dunay, Moderator, @PaulDunay Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. #SMTLive

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