IBM on Campus Program Presentation

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The Presentation for the Winning Team for the Hult Global Strategy course for IBM on Campus Program.

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IBM on Campus Program Presentation

  1. 1. lBM ON CAMPUS Team 1 Brady Cassidy (bradycassidy@me.com) Tania Arrayales Al-Sharifa Bukhari Salma El Hariry Bruno Wong Jing Zhang April 25thThursday, June 28, 12
  2. 2. CompetitorsThursday, June 28, 12
  3. 3. Best Practices SegmentationThursday, June 28, 12
  4. 4. Best Practices PersonaThursday, June 28, 12
  5. 5. Best Practices PersonaThursday, June 28, 12
  6. 6. ChallengesThursday, June 28, 12
  7. 7. Strategies Traditional Model - “Push” Strategy R STUDENTS R R IBMer FACULTY RESEARCHERS R R On Campus RThursday, June 28, 12
  8. 8. lBM Inbound Marketing Model 2 Interest s nes are R Aw R R 1 R R 3 Desire R The 6 R’s 4 3 Desire STUDENTS FACULTY 2. Revenue IBMer RESEARCHERS On Campus 3. Responsibility 3 D e s i re Personas 5. Readiness 6. Research 1 Aw are n ess 2 InterestThursday, June 28, 12
  9. 9. lmportant Elements of Model • Direct to end-users o Engagement, Demand Generation & Assessment o IBMer on Campus as Final Step (not 1st) • “Persona-lizing” o Built around the 6R’s o Communities built around Personas • Inbound Marketing • Self-SegmentationThursday, June 28, 12
  10. 10. Self-Segmentation How [Thursday, June 28, 12
  11. 11. Self-Segmentation DemoThursday, June 28, 12
  12. 12. Research Persona Julian Age: 32 Recent Ph.D. New Researcher Problems:Thursday, June 28, 12
  13. 13. Readiness Persona John Age: 52 Tenured Professor at UC Berkeley Well Organized & Innovative Problems: not preparing for “Real World”Thursday, June 28, 12
  14. 14. Recruiting Persona Brian Age: 21 College Senior Socially conscious and in Generation C Problems: “kickstart” to careerThursday, June 28, 12
  15. 15. Revenue Persona Ryan Age: 27 MBA Student (Ops MGMT/Finance) Comfortable with numbers and big data Problems: Current educational training insufficient, business ineficiencies.Thursday, June 28, 12
  16. 16. Responsibility Persona Jill Age: 21 Social Entrepreneur Passionate & Actively involved in school iniciatives Problems: enough”Thursday, June 28, 12
  17. 17. Regions Persona Steve Age: 21 Student Entrepreneurally-minded Ambitious Problems:Thursday, June 28, 12
  18. 18. Marketing Communications [ • Awareness • Conversion [ • RetentionThursday, June 28, 12
  19. 19. Awareness • RelationshipsThursday, June 28, 12
  20. 20. Awareness Responsibility • Volunteer Organization • Student Organizations R Readiness • Professional Organization Regions • Online Presence R R R Recruitment • On-Campus event Research R Revenue • Networking Business R Events • Research Group • Industry PublicationsThursday, June 28, 12
  21. 21. Conversion [• Website [ • Self-Segmentation • TestimonialsThursday, June 28, 12
  22. 22. Conversion Readiness Responsibility • V/C: Traditional • Keywords: Skills • Voice/Content: “warm and fuzzy” • Keywords: Social impact • Design: Sustainable R • Design: Clean lines and neutral colors Recruiting Regions • V/C: To the point and memorable R R R • V/C: Exciting and captivating • Keywords: Fun, social, R • Keywords: Ground-breaking interactive • Design: Sexy • Design: Hip and Playful. Research Revenue R • V/C: Innovative • V/C: Showing the results. Research • Keywords: Data • Keywords: Outcomes • Design: Clean and modern • Design: Savvy elementsThursday, June 28, 12
  23. 23. Retention • Communities • IBMers PlatformThursday, June 28, 12
  24. 24. Retention Responsibility Readiness • Linkedin • Facebook • Tumblr • Pinterest R • School Portals Regions • Facebook R R R Recruitment • Facebook • Twitter R • Twitter • Blog • Linkedin Research Revenue • Blogs • Linkedin R •LinkedinThursday, June 28, 12
  25. 25. LogoThursday, June 28, 12
  26. 26. Brochure • PDF VERSIONThursday, June 28, 12
  27. 27. Metrics Why are metrics important? Since our model is all about engagement. It’s a customer-centered strategy. Therefore always be testing, optimize the results and innovate around the different personas.Thursday, June 28, 12
  28. 28. Metrics Awareness Metrics: Numbers of Likes on Facebook. Number of Followers on Twitter Facebook Fan Page Insights: Reach, talking about you, PostsThursday, June 28, 12
  29. 29. Metrics Conversion Metrics: • Bounce Back Rate • Number of brochure downloads/day/week/month • Number of unique visitors of each persona webpage • Number of subscribers per persona, per universityThursday, June 28, 12
  30. 30. Metrics Social Media Virality Metrics: • Sharing • Re-tweets • Re-PinningThursday, June 28, 12
  31. 31. lmplementation w1 w2 w3 w4 w5 w6 w7 w8 w9 w10 w11 w12 Website Brochure Social Media Start Awareness Communication PlatformsThursday, June 28, 12
  32. 32. Q&AThursday, June 28, 12

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