Lotus Education presentation with Sandy Carter

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When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !

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Lotus Education presentation with Sandy Carter

  1. 1. ® Vice President, IBM Software Group Channels and Social Media Evangelist © 2009 IBM Corporation
  2. 2. What is Marketing 2.0? A Powerful Mix of New and Traditional Marketing Tactics Social networks (e.g. Facebook, virtual worlds), gaming, Social Media widgets, wikis, Blogs, Twitter, RSS, podcasting, videocasting + Traditional Marketing Marketing 2.0 Scenario 1 Scenario 2 Event Webcast Search Banner Blog Video Twitter Print Expense Buzz Conversion Loyalty Advocates 2 Source: New Language of Marketing 2.0, 2009
  3. 3. Why Now? In a tough economic climate The market has evolved Web 2.0 moves your clients to act faster Web 1.0 Access information, purchase online Awareness Web 2.0 Share, Collaborate, Experience, Interest Participate and Co-Create Desire Message Message Marketing Marketing Action! Goals Goals Adaptive Robust Audience Audience Parameters Profile Audience Audience 3 Source: New Language of Marketing 2.0, 2009
  4. 4. Growth in Social Media is Exponential 4
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  6. 6. Our Marketing 2.0 Strategy Delivers Results! 1 Delivered 41% leads from marketing 2 Achieved 15% YTY in new customers 3 Highest SWG conversion of leads to win 46% increase in leads from Web and 4 Impact event: lowest cost per lead 6
  7. 7. Tip #1: Recognize the new buyer: Generation ‘C’ Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Consumer 2.0 Conversation A Vision Of Students today! http://www.youtube.com/watch?v=dGCJ46vyR9o 7
  8. 8. Tip #2 – Always begin with the Goal in Mind! What are your goals? Engagement I want xx people reading this blog by 2009 Education I need to help x types of citizens understand y Awareness I want xx people to be aware of yy initiative Knowledge I want employees to be able to use our zzz to yyy Areas of interest I want to understand what employees/citizens/xx group want from us Leads/transactions I want xx residents renewing their passports online by 2011. 8
  9. 9. Tip #3 – Use a Marketing 2.0 Framework Framework for Implementing Traditional and Web 2.0 Marketing Analyze the Market Nail the Relevant Strategy & Story Go to Market…Socially Energize the Channel & Community Leads and Revenue Scream! 9 Source: New Language of Marketing 2.0, 2009
  10. 10. New Research Methods: The Power of Social Media Be Prepared to Monitor and Respond BANTER tool to help identify and listen to influencers and creators through blogs and communities 10 Source: New Language of Marketing 2.0, 2009
  11. 11. Analyze the Market & Create the Strategy: Segmentation Digital Citizens & General Population Vital Stats 20% of employees at large U.S. companies now contributing to Web 2.0 U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000 US Census Bureau, 2000 Census Demographic Profile 11 Source: New Language of Marketing 2.0, 2009
  12. 12. Nail the Strategy and Tell the Story Branded & Lightly Branded 12 Source: Intel, 2009 Source: New Language of Marketing 2.0, 2009
  13. 13. Go To Market … Socially Value Proposition Relationships Influencer Value Develop your value proposition with your customers 13 Source: New Language of Marketing 2.0, 2009
  14. 14. Go To Market … Socially Building relationships drives business value Customization Value Proposition Relationships Co-Creation Influencer Value Collaboration WebSphere Commerce WebSphere Ilog Over 10,000 conversations to date 14 Source: New Language of Marketing 2.0, 2009
  15. 15. Go To Market … Socially The Wheel of Influencers Has Broadened Value Proposition EMPLOYEES CUSTOMERS Relationships LOCAL INVESTORS COMMUNITY Influencer Value COMPANY ACADEMIC PARTNERS COMMUNITY GOVERNMENT MEDIA 15 Source: New Language of Marketing 2.0, 2009
  16. 16. Energize the Channels and the Community The New Technology Vessels 16 Source: New Language of Marketing 2.0, 2009
  17. 17. Revenue in Social Media Connections Social networking affects your bottom line Each person in your email address book at work is associated with $948 in annual revenue Knowing executives external to project: $6,395 in revenue per executive/project Multiple managers: $98 less revenue/mo per weak tie Strong links to a manager: $588 more revenue/mo Full text: http://smallblue.research.ibm.com/publications/Utah-ValueOfSocialNetworks.pdf 17 Source: Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, 2009
  18. 18. Energize the Channels and the Community - Education Serious Gaming Virtual Spaces Social Networks Blogs Twitter Vital Stats Average age: 33 47% in 18-49 bracket 24% over 50 18 Source: New Language of Marketing 2.0, 2009
  19. 19. The Cast 19 Source: New Language of Marketing 2.0, 2009
  20. 20. Teachable Moments – Logan’s “Scavenger Hunt” 20 Source: New Language of Marketing 2.0, 2009
  21. 21. Energize the Channels and the Community - Education 21 Source: New Language of Marketing 2.0, 2009
  22. 22. Energize the Channels and the Community - Sharing Virtual Event Serious Gaming Virtual Spaces Social Networks Blogs Twitter 22 Source: culture-buzz.com, 2008 Source: New Language of Marketing 2.0, 2009
  23. 23. Energize the Channels and the Community - Sharing Search Engine Optimization Internet Lead Generator Position your site for optimal Transform your Web site hits from top search engines from brochure-ware to lead-generation powerhouse Value: Value: Increased traffic to your site Prospects access compelling Ways to identify and capture leads content These are prospects who are already Capture contact information for looking for you! follow-up 23
  24. 24. Energize the Channels and the Community - Dialogue SOA Social http://soasocial.com/ Vital Stats 50% of online Americans use social networking services (SNS) U.S. SNS users grew 10% last year U.S. advertising spend on SNS will double over the next four years from $1.3 billion in 2008 to $2.6 billion in 2012 Lotus Live Lotus Connections Sources: U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008), U.S. Online Consumer Behaviors Survey (August 2007), U.S. Consumer Online Attitudes Survey, (June 2008) 24 Source: New Language of Marketing 2.0, 2009
  25. 25. Energize the Channels and the Community - Dialogue http://socialmediasandy.wordpress.com/ Serious Gaming Widgets Social Networks Blogs Twitter 25 http://smarterplanet.tumblr.com/ Source: New Language of Marketing 2.0, 2009
  26. 26. Energize the Channels and the Community – Dialogue http://www.dell.com/twitter Used for promotions, customer Links to Other service and community building Social Media activities Facebook Who you follow RSS Video influences your Idea Factory followers Flickr 28 Twitter Streams Boards Blogs 8 Non-English Geo-Specific Tool Chest Tweetscan.com / search.twitter.com – search Tweets for company/keywords http://dossy.org/twitter/karma/ - See who follows you and follow them http://is.gd/ & http://bit.ly/ - shorten URLs to a bare minimum Tweetlater.com/ - Schedule tweets & much more TweetDeck.com/ - Breaks Twitter feeds into bite-sized pieces 26 Source: New Language of Marketing 2.0, 2009
  27. 27. Energize the Channels: Streisand Effect Def. an attempt to censor or remove information that backfires, causing the information to be widely publicized http://www.californiacoastline.org/streisand/lawsuit.html quot;The Net interprets censorship as damage and routes around it.quot; John Gilmore 27 Source: Chris Muir – daybydaycartoon.com / Tampa Tribune / CaliforniaCoastline.org Source: New Language of Marketing 2.0, 2009
  28. 28. Leads and Revenue Campaign Effectiveness Show Me the Money! Response Section Management Section Campaign Analysis Reports Leads & VLR Dashboards The New Metrics Install Base Reports Pipeline Contribution Section 28 Source: New Language of Marketing 2.0, 2009
  29. 29. Leads and Revenue Show Me the Money! Frequency of relevant conversations Conversations mention the brand on popular communities Conversions to Relationships relationships to purchases Source: Forrester Research 29
  30. 30. Putting it All Together – Basic Recipe Goals Greater volume of leads through more web traffic Improve conversion through positive experience Traditional Tactics Add on Marketing 2.0 Tactics Co-sponsor events Online polling to build agendas, Facebook and LinkedIn profiles and groups help share information, offers and encourage conversations around targeted topics Static web banners Blog feed banner Newsletters Interactive signature, drive to widget download Sponsorships Microsite Video/Blog comments, user ratings of offers Email blast to rented lists Register for mobile alerts Sponsored webcasts Live chat, user-generated forum 30 Source: New Language of Marketing 2.0, 2009
  31. 31. Putting it All Together – Advanced Recipe Goals: Greater loyalty through community collaboration Improve conversion through positive experience Traditional Tactics Add on Marketing 2.0 Tactics SMEs speak or work peds at SMEs to post relevant comments, links, events podcasts, links on existing community sites User/Customer Group meetings Establish an online community Set up a board of advisors (or Target specific focused blogs and sales focus group to get communities to help influence sentiment and feedback on your strategy or get feedback on positioning and products test your messaging Push branded messages Create two-way channel for your brand - Facilitate creation of community generated content - videos, podcasts and allow users to remix & comment socially 31 Source: New Language of Marketing 2.0, 2009
  32. 32. Blogs and Education - Potential uses Replacing standard class web pages Professor-written blogs which cover interesting developments that relate to the theme of the course Organization of in-class discussion Organization of intensive seminars where students have to provide weekly summaries of the readings Requiring students to write their own blogs as part of their grade Henry Farrell, Crooked Timber 32 Source: New Language of Marketing 2.0, 2009
  33. 33. SlideShare – Potential Uses Disseminating lecture material for revision purposes Discuss lecture material using the comments feature to aid understanding As a student assignment assessing virtual presentation skills Find other presentations on your topic - save reinventing the wheel Building up a body of resources over time on a particular topic Drawing together conference / seminar materials using a common tag or keyword 33 Source: New Language of Marketing 2.0, 2009
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  35. 35. Twitter and Potential Uses Pointers to online resources based around a course Student reminders about deadlines Breaking down barriers and getting to know others over this quot;virtual water coolerquot; Keeping up to date for you and students Instant lecture feedback - are you Twittering about this presentation? 35
  36. 36. 36 Source: New Language of Marketing 2.0, 2009
  37. 37. Top 5 Do’s to Marketing 2.0 1. Keep your eyes on Profit Generation 2. Remember Marketing is about intimate relationships 3. Leverage the power of Web 2.0 4. Understand the value of the Influencer 5. Tune your Marketing Mix 37 Source: New Language of Marketing 2.0, 2009
  38. 38. How to Order the Book • Available Now • Amazon.com • Amazon Kindle • Barnes & Noble • Borders • IBM Press Books 38
  39. 39. Resources http://socialmediasandy.wordpress.com/ http://twitter.com/sandy_carter http://www.soasocial.com/ Referenced media links Motrim Moms ad: http://www.youtube.com/watch?v=BmykFKjNpdY Moms backlash: http://www.youtube.com/watch?v=LhR-y1N6R8Q Coke and Mentos experiment #137: http://www.eepybird.com/dcm1.html IBM Virtual Data Center: http://www.ibm.com/3dworlds/businesscenter/us/en/ SOA Swap’d Video: http://www.youtube.com/watch?v=q_YRk-oWiVE Intel Centrino user-created video: http://www.tudou.com/programs/view/O_AL46HULM8/ My Virtual Model: http://www.mvm.com/ SmartSOA Virtual Forum: http://www-01.ibm.com/software/solutions/soa/events/smart_soa_virtual_forum.html Innov8 Intro: http://www.youtube.com/watch?v=EZnfBOoriaM 39
  40. 40. Lotus Education in Social Media Lotus Education Twitter Lotus Education User Group on LinkedIn Lotus Training YouTube Channel Lotus Training and Certification 40
  41. 41. Q&A 41

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