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Role of Journalism in Content Marketing

Andrew Grill
Partner – Social Business, IBM
@AndrewGrill

© 2013 IBM Corporation
Role of Journalism in Content Marketing

© 2013 IBM Corporation
Role of Journalism in Content Marketing

© 2013 IBM Corporation
Role of Journalism in Content Marketing

Social media is just like real life!

© 2013 IBM Corporation
Role of Journalism in Content Marketing

lc.tl/cbp
© 2013 IBM Corporation
Role of Journalism in Content Marketing

© 2013 IBM Corporation
Role of Journalism in Content Marketing

© 2013 IBM Corporation
Role of Journalism in Content Marketing

Customer Decision Journey - old

June 2009 issue of McKinsey Quarterly, David Cou...
Role of Journalism in Content Marketing

© 2013 IBM Corporation
Role of Journalism in Content Marketing

Customer Decision Journey - new

The loyalty loop exists as a result of the socia...
Role of Journalism in Content Marketing

Much has changed since 2004: digitization has given customers far
more clout and ...
Role of Journalism in Content Marketing

CEOs say customers come second only to the C-suite in terms of
the strategic infl...
Role of Journalism in Content Marketing

CMOs plan to put the components of a broad digital strategy in place
throughout t...
Role of Journalism in Content Marketing

Lack of a cohesive social media plan is the biggest barrier to doing
more in the ...
Role of Journalism in Content Marketing

CxOs intend to interact digitally with customers to a much greater
extent in the ...
Role of Journalism in Content Marketing

CxOs aren’t just listening to customers; they are compelled to act and
change cou...
Role of Journalism in Content Marketing

kred.com

© 2013 IBM Corporation
Role of Journalism in Content Marketing

Download the IBM study from lc.tl/csuite

IBM Institute for Business Value
IBM Co...
Role of Journalism in Content Marketing

© 2013 IBM Corporation
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
'The Role of Journalism in Content Marketing'
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'The Role of Journalism in Content Marketing'

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Double keynote presentation by IBM's Andrew Grill, Partner for Social Business, and Gideon Spanier, Media Editor at The Evening Standard, from Raconteur Media and NewsCred's event for marketers at The Savoy Hotel, Thursday November 14, 2013.

Published in: Marketing, Business, Technology
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'The Role of Journalism in Content Marketing'

  1. 1. Role of Journalism in Content Marketing Andrew Grill Partner – Social Business, IBM @AndrewGrill © 2013 IBM Corporation
  2. 2. Role of Journalism in Content Marketing © 2013 IBM Corporation
  3. 3. Role of Journalism in Content Marketing © 2013 IBM Corporation
  4. 4. Role of Journalism in Content Marketing Social media is just like real life! © 2013 IBM Corporation
  5. 5. Role of Journalism in Content Marketing lc.tl/cbp © 2013 IBM Corporation
  6. 6. Role of Journalism in Content Marketing © 2013 IBM Corporation
  7. 7. Role of Journalism in Content Marketing © 2013 IBM Corporation
  8. 8. Role of Journalism in Content Marketing Customer Decision Journey - old June 2009 issue of McKinsey Quarterly, David Court lc.tl/cdj © 2013 IBM Corporation
  9. 9. Role of Journalism in Content Marketing © 2013 IBM Corporation
  10. 10. Role of Journalism in Content Marketing Customer Decision Journey - new The loyalty loop exists as a result of the social channel June 2009 issue of McKinsey Quarterly, David Court lc.tl/cdj © 2013 IBM Corporation
  11. 11. Role of Journalism in Content Marketing Much has changed since 2004: digitization has given customers far more clout and transformed their expectations 2004 Focus on cost reduction to deal with increasingly global competition 2008 Business models evolve to enable external partnerships and collaboration 2014 The digitally active customer moves to the top of the C-suite agenda lc.tl/csuite © 2013 IBM Corporation
  12. 12. Role of Journalism in Content Marketing CEOs say customers come second only to the C-suite in terms of the strategic influence they wield Voice in the board: key influencers on business strategy 78% C-Suite 55% Customers 53% Board of Directors 44% Corporate strategy function Non-executive senior leadership Key external business partners Parent company 26% 25% 23% Source: Question CEO1–Who has the most influence on your strategic vision and business strategy?; n=884 [CEO only] © 2013 IBM Corporation
  13. 13. Role of Journalism in Content Marketing CMOs plan to put the components of a broad digital strategy in place throughout the organization Digital ambitions – CMOs 16% 87% Integration of crosschannel touchpoints 83% 13% Analytics to capture customer insights 20% 78% Social networks to foster collaboration 13% 73% Workforce aligned to opportunities Today 3–5 Years 11% 69% Digitally enabled supply chain Source: Question CMO1–To what extent have you activated the following digital strategy components in your organization?; n=430 to 468 [CMO only] © 2013 IBM Corporation
  14. 14. Role of Journalism in Content Marketing Lack of a cohesive social media plan is the biggest barrier to doing more in the digital space Challenges to implementing a digital strategy Lack of a cohesive social media plan 63% Competing priorities or initiatives 54% Difficulty measuring investment returns 52% Legal and security concerns 38% Lack of appropriate technology 37% Lack of leadership support Concerns about inappropriate use 28% 16% Source: Question B5–Which of the following are the most significant challenges to implementing a digital strategy within the enterprise?; n=2,998 © 2013 IBM Corporation
  15. 15. Role of Journalism in Content Marketing CxOs intend to interact digitally with customers to a much greater extent in the future Customer interaction channels 52% 69% Digital 88% more 80% Face-to-face 70% 57% Call centers 48% 45% Traditional media 24% Today 3–5 Years Source: Question C6–What are the three most important channels your enterprise will leverage to engage and interact with customers?; n=2,987 © 2013 IBM Corporation
  16. 16. Role of Journalism in Content Marketing CxOs aren’t just listening to customers; they are compelled to act and change course, in response to the direct influence of the customer Customer clout: customer influence on the enterprise “As customers gain more power over the business via social media, their expectations keep rising and their tolerance keeps decreasing.” 10% 54% 36% influenced to a large extent CIO, Retail, Turkey 54% Large extent Some extent Limited extent Source: Question C4–How much influence do your customers have on your enterprise today?; n=2,909 © 2013 IBM Corporation
  17. 17. Role of Journalism in Content Marketing kred.com © 2013 IBM Corporation
  18. 18. Role of Journalism in Content Marketing Download the IBM study from lc.tl/csuite IBM Institute for Business Value IBM Confidential © 2013 IBM Corporation
  19. 19. Role of Journalism in Content Marketing © 2013 IBM Corporation

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