1. Social Media and Web Strategy for IBM Cloud Computing April 27, 2010 Team Cloud Marketers: Lindsay Hoag ● Jeff Lonardo ● Maureen Olsen ● Chris Powers ● Agnieszka Siekirka ● Jane Sproul
2. Agenda Goals and Objectives IBM Context: SWOT Analysis Social Media and Web Strategy Awareness Differentiation Listening & engaging Execution Internal marketing Recommended Channels Defining and measuring success Summary
3. IBM’s Social Media Web & Strategy Should Follow a Three-Tiered Approach 1. Awareness GOAL: Establish IBM Cloud Computing as the leading provider of enterprise cloud solutions; both in terms of reputation as well as market share 2. Differentiation 3. Listening & Engagement
14. Analysis Of Current IBM-Cloud Landing Page AWARENESS Main menu fails to direct users to information relevant to their roles Text-heavy web design softens the potential impact of specific content Key Take-away: Current landing page does not offer a concise statement of the value offered by IBM’s cloud solutions
17. Provides several YouTube videosKey Take-away: Pages contain valuable info on ‘the basics’ but are not clearly linked to ibm.com/cloud. This contributes to a disjointed or fragmented user experience.
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19. Users have no roadmapCloud Computing Community Blog Smarter Planet Cloud Computing Cloud Computing on developerWorks Cloud Computing Homepage
23. Drive Awareness Through The Customer-Centric Design & Distribution of Content AWARENESS More Webinars Educate More Blogs & Podcasts Stay fresh Video Case Studies Go beyond testimonials Key Take-away: Push/Pull:Push content to social channels, and make sure it is findable!
24. Differentiate IBM’s Messaging From Channel ‘Noise’ Through Security & Reliability Campaign DIFFERENTIATE Emphasize IBM’s long-history in helping companies unlock the benefits of new technologies Highlight investment cloud computing laboratories Key Take-away: Actively address fears about cloud computing and reiterate IBM’s reputation
25. Differentiate IBM from the rest of the pack DIFFERENTIATE Develop IBM Video Case Studies that address the cloud computing pain points or concerns from the perspectives of various stakeholders CxO IT Managers Developers Key Take-away: Design marketing activities that frame a companies concerns/questions in the organizational context that frames a companies typical decision-making process
26. Implement a Formal Strategy for Listening and Engaging LISTENING & ENGAGING
27. Create a Cross-Functional Social Media Team EXECUTE TASK FORCE Community Leaders Sales Manager Product Manager IT Architect Security Engineer
28. Recommended Social Media Channels EXECUTE Be the News Provide Proof of Success YouTube twitter blog/vlog Generate Links->Rank High in Organic Search Maintain A Dialog LinkedIn Q&A Community Blog
29. Measures of Success EXECUTE Conversation Miner™ Brand attribute survey Web Analytics Overall success: Leads generated, Sales
30. Summary Three-Tiered Strategy Drive Awareness Differentiate IBM Cloud Listen & Engage Essential for success: Customer-Centric Approach Internal Alignment
31. Appendix B2B Marketing Research Social Media Channel Rationale Tactical Recommendation: Mobile Social Media and ROI
33. Social Media Channel Rationale: LinkedIn Benefits: Facilitates professional networking, word of mouth marketing, referral-based recommendations, share of knowledge bases, and affinity group communication Has a broad audience Improves SEO Industry leaders: Promote blog fleet Locate and connect with best customers Ask customers to write recommendations and ask questions to build dialog about own business segment Subject matter experts: Use groups to connect with people Gain new insights from discussions with like-minded professionals in private group settings Sales: Leverage networking activities to advance prospecting activities Identify opportunities with potential clients as well as service providers and subject experts Marketers: Utilize events to engage clients Create ad campaigns Develop polls to gather market data sponsored advertising
34. Social Media Channel Rationale: Twitter Benefits: Enhance branding, content sharing, and traffic generation Is accessible from mobile devices Has a broad audience Improves SEO One of the primary source for Search Industry leaders: Provide valuable and interesting content to attract new followers and earn trust of existing clients Create links to official website or blogs Share breaking news Keep up on the buzz in the industry Subject matter experts: Post questions for quick answers and answer others’ questions to establish credibility and expertise Use it as a communication tool Network with minded like people Sales: Monitor developments in their markets Listen to customers Marketers: Use built in features and tracking services to monitor information related to industry specific trends or opportunities Monitor online conversations Track who target audience is following
35. Social Media Channel Rationale: YouTube Benefits: Facilitates share of knowledge bases Improves SEO Second most popular Search Industry leaders: Upload videos to build a strong online presence Use videos to call for action Subject matter experts: Use it as a communication tool Sales: Attract new clients Marketers: Drive consistent traffic Use built in analytics tools to evaluate the effectiveness of video content and research niche markets and develop effective marketing campaigns
36. Create Task Force of Cross-Functional Social Media Team Members These are the primary bloggers and Twitter-ers. They keep the community informed through daily postings on current events Community Leaders Keeps the community updated on trends and customer issues he sees in the field. Helps to handle critical commentary in the community. Sales Manager Reports on new trends in the industry. Is the principal source of information about new products and features. Product Manager Reports on technical details of products. Primary reporter of information on IBM’s Beta products and services, as well as Develop and Test solutions. IT Architect Addresses security concerns about cloud through blog and responses to questions. Security Engineer
37. Mobile: IBM Web Pages are Navigable and Customized for Leading Mobile Devices IBM Mobile Web Page: viewed from an IPhone (AT&T Wireless) IBM Mobile Web Page: viewed from a Blackberry Storm (Verizon Wireless) Key Take-Aways: IBM has duplicated its online website in one instance, but not the other. Shift towards mobile specific websites for all mobile experiences Explore opportunities to better segment or customize web experiences on a geographically localized level Create apps that encourage growth in IBM’s online communities or drive traffic to IBM’s website.
38. Mobile: Engage customers by building bridges between traditional and interactive media Add a call-to-action to airport banners encouraging on-the-go executives to visit smart phone optimized IBM Cloud content and podcasts Begin a 2-way conversation with your customers and prospects Target airports in cities where IBM paces behind its competitors
39. Social Media and ROI Measure: ROI: track volume, location, nature of interactions, and depth of relationships on the bottom line Influence: measure how traffic, inbound links, reader engagement, recommendations, connections, track records, traffic referred to official site or blog, and conversation rate of visitors resulted in action or perception and behavior change
40. Social Media and ROI Business goals: Brand reputation Increased brand awareness Increased share of voice Thought leadership Increased sales Reduced R&D spending
42. IBM Cloud Computing References 2009 July IBM: MI Study; IBM Competitor Analysis Clancy, P & Kreig, P.(2007). Your Gut is Still Not Smarter Than Your Head. Hoboken, NJ: Wiley&Sons, Inc. Fournier,S.&Lee,L. (April 2009) “Best Practice: Getting Brand Communities Right.” Harvard Business Review. HBR.ORG http://blog.hubspot.com/blog/tabid/6307/bid/4663/How-to-Monitor-Your-Social-Media-Presence-in-10-Minutes-a-Day.aspx http://blogs.gartner.com/david_m_smith/2009/06/11/cloud-special-report-is-live-and-more-on-gartner-cloud-research/ http://blogsite.com/public/item/245631 http://cloudcomputingexpo.com/ http://digitalinfluencegroup.com/wp-content/uploads/2010/02/DIG-B2B-Technology-White-Paper-FINAL.pdf http://lyrishq.lyris.com/index.php/Integrated-Marketing/Integrated-Marketing-Communications-Has-Evolved.html http://twitter.com/AzureCloudNet http://twitter.com/search/users?q=ibm+cloud&category=people&source=users
44. IBM Cloud Computing References (continued) http://www.slideshare.net/Ataxo/sempo-state-of-search-marketing-2009 http://www.socialfish.org/2010/04/the-role-of-crisis-communications-in-your-social-media-strategy.html http://www.techcrunchit.com/ http://www.theinfoboom.com/ Jones, Kristopher B. (2008) Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing. Hoboken, NJ: Wiley&Sons, Inc. Kozinets, Robert V. (1999) E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption. European Management Journal. Vol 17. No. 3. pp. 252-264. Schultz, D.E. & Schultz, H.F. (2004). IMC-the Next Generation: five steps for delivering value and measuring returns using marketing communication. New York, NY: McGraw-Hill. Seybold, Patricia B. (2006). Bathing your organization in Real-time Customer Context: Using Online Communities to Understand Customers’ Passions, issues, and Needs. Patricia Seybold Group. www.psgroup.com. Smith, M & Lustig, J. (February 2010). “Social Media: An Integral Tool for B2B Technology Marketing" Digital Influence Group and Racepoint Group. Williams, Ruth L. & Cothrel, Joseph. ( 2000). Four Smart Ways to Run Online Communities. Sloan Management Review. Summer edition. Zabin, Jeff. (Oct. 2009). The ROI on Social Media Monitoring: Why it Pays to Listen to Online Conversation. Aberdeen Group.
