Evento Marketing & Social Network @UniLUISS (27_10_2011)

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Presentazione utilizzata al workshop "Marketing & Social Network" organizzato da UniLUISS

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Evento Marketing & Social Network @UniLUISS (27_10_2011)

  1. 1. Social Media & Co. Lesperienza diretta di IBM (ed altri spunti di riflessione...)Alessandro ChinniciEnterprise 2.0 & Social Business Consultant – IBM Italia
  2. 2. La progressiva trasformazione © 2011 IBM Corporation
  3. 3. La situazione attuale 426k+ dipendenti 170 Paesi 2,000 Sedi 125+ acquisizioni dal 200055% dei dipendenticon meno di 5 anni di esperienza © 2011 IBM Corporation
  4. 4. Marketing – Sales – Customer Service Social Social Social Mkt Media Presence/contacts innovation Registration Innovation channel Commerce Innovation product Social business Active listening Data/Collection Lead generation Metrics ...Interno (Intranet) Noi Esterno (Internet) Social Social Workplace Go To Mkt Integrated Workplace Distribution ops. Apps, Process Partners/Francisees Communities Collaboration prog. Prof les i Feedback Experts ... HR - R&D © 2011 IBM Corporation
  5. 5. © 2011 IBM Corporation
  6. 6. © 2011 IBM Corporation
  7. 7. © 2011 IBM Corporation
  8. 8. © 2011 IBM Corporation
  9. 9. © 2011 IBM Corporation
  10. 10. © 2011 IBM Corporation
  11. 11. Move from …to helpingtelling people peopleabout experiencea Smarter a SmarterPlanet… Planet © 2011 IBM Corporation
  12. 12. World Community Grid. Donate your idle computing time to: to fight cancer to find a cure for HIV/AIDS to find new renewable energy sources YOU CHOOSE WHAT ITS USED FORhttp://www.facebook.com/PeopleForASmarterPlanet © 2011 IBM Corporation
  13. 13. Fonte: http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx © 2011 IBM Corporation
  14. 14. Insights from the Global Chief Marketing Officer StudyFonte: IBM Institute for Business Value - IBM 2011 CMO Studyhttp://www.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html
  15. 15. Il punto di vista dei CMO Expected level of complexity and preparedness to handle Percent of CMOs responding 79% Expect high/very high level of complexity over 5 years 48% 31% complexity Feel prepared for gap expected complexity Q4 How much complexity will your organization have to master over the next 3 to 5 years compared to today? n=1709; Q6 How prepared do you feel for the expected complexity ahead? n=1712Fonte: IBM Institute for Business Value - IBM 2011 CMO Study © 2011 IBM Corporation
  16. 16. Il punto di vista dei CMO Global Italy Need for change to deal with data explosion Percent of CMOs indicating high/significant need Invest in technology 73% 79% Integrate insights 62% 69% Understand analytics 65% 73% Rethink skill mix 64% 54% Collaborate with peers 52% 57% Validate ROI 49% 37% Address privacy 28% 20% Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change? n Global=1629 to 1673, n Italy=65 to 67Fonte: IBM Institute for Business Value - IBM 2011 CMO Study © 2011 IBM Corporation
  17. 17. Il punto di vista dei CMO Global Italy Plans to increase the use of technology Percent of CMOs selecting technologies 50% 50% Social media 82% 79% Customer analytics 81% 84% CRM 81% 83% Mobile applications 80% 87% Content management 73% 76% Tablet applications 72% 80% Single view of customer 70% 62% Collaboration tools 68% 70% Predictive analytics 66% 49% Reputation management 63% 72% Search engine optimization 62% 63% Campaign management 61% 59% Score cards/dashboards 56% 45% E-mail marketing 46% 42% Q22 Do you plan to decrease or increase the use of the following technologies over the next 3 to 5 years? n Global=1616 to 1671, n Italy=61 to 66Fonte: IBM Institute for Business Value - IBM 2011 CMO Study © 2011 IBM Corporation
  18. 18. Il punto di vista dei CMO Global Italy Barriers to using technology in marketing Top 5 selected by CMOs Cost 72% 69% Lack of ROI certainty 61% 51% Tool implementation issues 47% 38% Lack of skills of (potential) users 46% 53% Lack of marketing and IT alignment 45% 54% Lack of IT integration with organization 43% 35% Ease of use 37% 40% Lack of technological ownership in marketing 34% 50% Lack of IT skills 25% 22% Reliability 18% 15% Business case Marketing related IT related IT and marketing related UsabilityFonte: IBM Institute for Business Value - IBM 2011 CMO Study © 2011 IBM Corporation
  19. 19. “The new, more consumer- oriented business models of the social revolution require tighter and deeper relationships “In today’s digital world, between business and it’s never been more technology leaders.” important for the chiefmarketing officer and chief - R. “Ray” Wang information officer Constellation Research to work together.” - Ad Age © 2011 IBM Corporation
  20. 20. I social media nelle storie di successo‘Public’ networks and tools 3rd party media; PUBLIC audience is broader: prospects‘Corporate’ networks and tools CORPORATE Branded, audience is more targeted: prospects, customers‘Internal’ networks and tools INTERNAL Participative audience: employees, partners © 2011 IBM Corporation
  21. 21. http://www.youtube.com/playlist?list=PL1803C23B0AD4E9C1 © 2011 IBM Corporation
  22. 22. © 2011 IBM Corporation

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