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IBM Case Challenge Phaedra Boinodiris Chanel Chambers Srini Kumar Alexey Smirnov Crystal Yin New Directions in Enterprise ...
The Problem <ul><li>IBM lacks credibility and relevancy… </li></ul><ul><li>…  with the  right people </li></ul><ul><li>C-L...
Relevancy? Creative Marketing Tools? Credibility? Brand Image? Bleeding-edge? Educate? GAMING
 
Why Games? <ul><li>GAMES TEACH AND SELL! </li></ul><ul><li>‘Serious Games’ adopted by  </li></ul><ul><li>NASA, EMS, US Mil...
Interactivity matters. <ul><li>Online tutorials </li></ul><ul><li>Flash-based interactions </li></ul><ul><li>Configurators...
Sims can effectively illustrate: <ul><li>How BPM enabled by SOA can grow with your business </li></ul><ul><li>How uncertai...
THE LEMONADE STAND <ul><li>BPM Grows With You </li></ul><ul><li>Buy Inputs </li></ul><ul><li>Manufacture </li></ul><ul><li...
Why IBM? <ul><li>IBM is uniquely positioned to bring gaming concepts to enterprise marketing. </li></ul><ul><li>Viral mark...
How to Embark into Gaming <ul><li>Create GAME SIMULATIONS that teach people  </li></ul><ul><li>how to save failing compani...
Introduces new advertising venues <ul><li>Market game in standard print publications like the Economist as well as… </li><...
Generating sales <ul><li>Sims can help support all phases of the sales cycle: </li></ul><ul><li>Attention </li></ul><ul><u...
The future of enterprise marketing <ul><li>Mutual relationships with the customer, supported by: </li></ul><ul><ul><li>Int...
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Ibm Final

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  • Transcript of "Ibm Final"

    1. 1. IBM Case Challenge Phaedra Boinodiris Chanel Chambers Srini Kumar Alexey Smirnov Crystal Yin New Directions in Enterprise Marketing
    2. 2. The Problem <ul><li>IBM lacks credibility and relevancy… </li></ul><ul><li>… with the right people </li></ul><ul><li>C-LEVEL EXECUTIVES </li></ul><ul><ul><li>CEO </li></ul></ul><ul><ul><li>CFO </li></ul></ul><ul><ul><li>CMO </li></ul></ul><ul><li>POTENTIAL ALLIES </li></ul><ul><ul><li>Strategic Partners </li></ul></ul><ul><ul><li>Consulting Companies </li></ul></ul><ul><ul><li>The Business Community as a whole </li></ul></ul><ul><li>How can IBM engage these constituencies? </li></ul>
    3. 3. Relevancy? Creative Marketing Tools? Credibility? Brand Image? Bleeding-edge? Educate? GAMING
    4. 5. Why Games? <ul><li>GAMES TEACH AND SELL! </li></ul><ul><li>‘Serious Games’ adopted by </li></ul><ul><li>NASA, EMS, US Military </li></ul><ul><li>Fun way of educating prospective clients </li></ul><ul><li>IBM is innovating in gaming: Second Life </li></ul>
    5. 6. Interactivity matters. <ul><li>Online tutorials </li></ul><ul><li>Flash-based interactions </li></ul><ul><li>Configurators (Dell, IKEA, BMW) </li></ul>
    6. 7. Sims can effectively illustrate: <ul><li>How BPM enabled by SOA can grow with your business </li></ul><ul><li>How uncertainty can affect your business </li></ul><ul><li>How to build flexibility into business models </li></ul><ul><li>How different implementations can affect results </li></ul>
    7. 8. THE LEMONADE STAND <ul><li>BPM Grows With You </li></ul><ul><li>Buy Inputs </li></ul><ul><li>Manufacture </li></ul><ul><li>Control Quality </li></ul><ul><li>Control Finance </li></ul><ul><li>Relate To Customers </li></ul><ul><li>Grow </li></ul>
    8. 9. Why IBM? <ul><li>IBM is uniquely positioned to bring gaming concepts to enterprise marketing. </li></ul><ul><li>Viral marketing campaigns </li></ul><ul><li>YouTube shorts </li></ul><ul><li>“ Launch” video </li></ul>
    9. 10. How to Embark into Gaming <ul><li>Create GAME SIMULATIONS that teach people </li></ul><ul><li>how to save failing companies with business process modeling </li></ul><ul><li>1. Online web-game (interactive simulation) </li></ul><ul><li>2. In-Game advertising in futuristic or modern strategy/sim games that feature a central agency (spy games, city sims etc) </li></ul><ul><li>3. IBM’s own proprietary cross-platform game </li></ul>
    10. 11. Introduces new advertising venues <ul><li>Market game in standard print publications like the Economist as well as… </li></ul><ul><li>Serious Games Conference </li></ul><ul><li>E3 </li></ul><ul><li>Wired News </li></ul><ul><li>CREATES BUZZ </li></ul>
    11. 12. Generating sales <ul><li>Sims can help support all phases of the sales cycle: </li></ul><ul><li>Attention </li></ul><ul><ul><li>What can marketing do to gain ATTENTION of customers and prospects for IBM WebSphere? </li></ul></ul><ul><li>Interest </li></ul><ul><ul><li>What can marketing do to make customers more INTERESTED in IBM WebSphere? </li></ul></ul><ul><li>Decision </li></ul><ul><ul><li>How can marketing help customers make a purchasing decision in IBM's favor? </li></ul></ul><ul><li>Action </li></ul><ul><ul><li>How can marketing hasten the sale? </li></ul></ul>
    12. 13. The future of enterprise marketing <ul><li>Mutual relationships with the customer, supported by: </li></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Flexibility </li></ul></ul><ul><ul><li>Creativity </li></ul></ul>Questions?
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