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Gyb Social Marketing Pilot


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Gyb Social Marketing Pilot

  1. 1. Grow Your Business with Social Media Marketing Helping IBM Business Partners Understand, Use and Leverage Social Networking Worldwide Software Group Channel Marketing Kristi Cates and Jen Knoedl May 5, 2008
  2. 2. Social Media Marketing: What is it? …and why should we care? <ul><li>Types </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Social networking </li></ul><ul><li>Video </li></ul><ul><li>News / Press releases </li></ul><ul><li>Benefits </li></ul><ul><li>Low cost </li></ul><ul><li>Potential high yield </li></ul><ul><li>Develop new relationships </li></ul><ul><li>Nurture customer relationships </li></ul><ul><li>Integratable with other types of marketing </li></ul><ul><li>Future of advertising and marketing </li></ul>
  3. 3. The Economics of Social Marketing <ul><li>Companies enjoying higher levels of word of mouth advocacy such as HSBC, Asda, Honda and O2 - grew faster than their competitors </li></ul><ul><li>Companies suffering from low levels of word of mouth advocacy and high levels of negative word of mouth grew slower than their competitors </li></ul><ul><li>7% increase in word of mouth advocacy unlocks 1% additional company growth </li></ul><ul><li>2% reduction in negative word of mouth boosts sales growth by 1% </li></ul><ul><li>For the average company, a 1% increase in word of mouth advocacy equated to $16M extra sales </li></ul><ul><li>Source: London School of Economics, Harvard Business Review </li></ul>
  4. 4. GYB Pilot Program… in a nutshell <ul><li>Business Partners (BP) are selected and engaged for fully-funded pilot </li></ul><ul><ul><li>GYB tool: explanation and assistance in selecting new cross-sell solution </li></ul></ul><ul><ul><li>Social Media Marketing: education and consultation </li></ul></ul><ul><li>Profiles are created for BPs by Jen Knoedl* </li></ul><ul><ul><li>Joins/creates applicable social networking communities </li></ul></ul><ul><ul><li>Interacts with customers / event invitees </li></ul></ul><ul><ul><li>Builds relationships with potential customers </li></ul></ul><ul><ul><li>Creates buzz for the event </li></ul></ul><ul><li>Event takes place (and it rocks, of course!) </li></ul><ul><ul><li>First portion: Presentation of cool new cross-sell solution </li></ul></ul><ul><ul><li>Second portion: Sports event (or some other awesome social event) </li></ul></ul><ul><ul><li>Third portion: BP gains larger share of their customers’ budget while having FUN! </li></ul></ul><ul><li>Everyone is happy </li></ul><ul><ul><li>Customers get the best software solutions (IBM’s… duh!) known to man </li></ul></ul><ul><ul><li>Business Partner grows their business while learning about the future of marketing </li></ul></ul><ul><ul><li>IBM Media gets more quotes, case studies, press releases and news than they can handle </li></ul></ul><ul><ul><li>AG makes excellent use of their budget and Business Partner relationships </li></ul></ul><ul><ul><li>Channel Marketing gets to show off their fancy new creation (GYB tool) </li></ul></ul>* Will document and have agency (TSL) shadow process during pilot to manage on a greater scale.
  5. 5. Grow Your Business Pilot 2Q 2008: Purpose and Expectations <ul><li>Purpose of Agency Activation Pilot Program for Business Partners </li></ul><ul><ul><li>gains more of their customers’ budgets through cross-sell opportunities </li></ul></ul><ul><ul><li>understand value of social marketing for developing relationships with existing customers </li></ul></ul><ul><ul><li>BP generates leads/wins from existing customers from “newly offered” IBM solutions </li></ul></ul><ul><ul><li>to supply better customer service </li></ul></ul><ul><ul><li>uses the GYB tool now and in the future </li></ul></ul><ul><li>Expected Results </li></ul><ul><ul><li>Business Partner leverages social marketing in to current marketing philosophy </li></ul></ul><ul><ul><li>BP generates revenue from new cross-sell solution </li></ul></ul><ul><ul><li>Event generates media exposure online, televised and/or in print </li></ul></ul><ul><ul><li>GYB is acknowledged as a useful tool which encourages greater BP participation </li></ul></ul><ul><ul><li>IBM creates newsworthy and positive word-of-mouth </li></ul></ul>
  6. 6. Things our Business Partners may ask… <ul><li>“ What’s in it for me?” </li></ul><ul><ul><li>Program is fully funded by IBM </li></ul></ul><ul><ul><li>Marketing Project Manager (JK) to monitor and assist in campaign </li></ul></ul><ul><ul><li>Online presence through profile on top social marketing sites </li></ul></ul><ul><ul><li>Successful event planning agency (CW) to manage logistics of customer-facing , high-end event </li></ul></ul><ul><ul><li>Media (internal and external) opportunities </li></ul></ul><ul><li>“ Wow! That sounds awesome! What do I have to do?” </li></ul><ul><ul><li>Spend (minimal) time learning about social networking sites </li></ul></ul><ul><ul><li>Attend planning and status calls with (JK) and outside agency </li></ul></ul><ul><ul><li>Present (or schedule a presenter) for new IBM cross-sell solution at event </li></ul></ul><ul><ul><li>Submit, follow-up, close and track leads in PWLM </li></ul></ul><ul><ul><li>Be open to discussing success with media (internal and external) concerning event and usefulness of the GYB tool </li></ul></ul>
  7. 7. We’re looking for a few good Business Partners… <ul><li>Target Business Partner </li></ul><ul><ul><li>Has bandwidth to support and execute campaign </li></ul></ul><ul><ul><li>Has medium to large customer base </li></ul></ul><ul><ul><li>Is able to engage immediately </li></ul></ul><ul><li>GEO Participation </li></ul><ul><ul><li>Pilot is initially AG only </li></ul></ul><ul><li>BP Communication </li></ul><ul><ul><li>Immediate introduction call to discuss marketing plan </li></ul></ul><ul><ul><li>Assistance selecting GYB promotional solution </li></ul></ul><ul><ul><li>JK to explain program parameters </li></ul></ul><ul><ul><li>Social Media Marketing explored </li></ul></ul><ul><li>Eligibility Criteria </li></ul><ul><ul><li>BPs selected by Kimberly Gilbert (KG) </li></ul></ul><ul><li>WW Point of Contact </li></ul><ul><ul><li>Jen Knoedl (JK) </li></ul></ul>
  8. 8. The Budget (aka: Sometimes… it takes money* to make money) <ul><li>Cost Breakdown </li></ul><ul><li>20-40 Person Luxury Suite Rental… $7000 </li></ul><ul><ul><li>Ex: Chicago Bulls/United Center </li></ul></ul><ul><li>Food and beverage for 20-40 people… $3500 </li></ul><ul><li>Audio / Visual for presentation… $500 </li></ul><ul><li>Miscellaneous… $500 </li></ul><ul><ul><li>Ex: photographer to take and post event pictures online </li></ul></ul><ul><li>Event Planning Agency fee… $1800 </li></ul><ul><li>Total Cost… $14000 </li></ul><ul><li>Helping our Business Partners cross-sell IBM software in a cool, hip new way… priceless. </li></ul><ul><li>*Actual cost may vary depending on attendee size, city, </li></ul><ul><li>location, social event and/or customer gift(s) </li></ul>
  9. 9. We’ll use next BIG thing(s)! Have you heard of… <ul><li>Twitter </li></ul><ul><ul><li>Social networking and microblogging service utilizing instant messaging, SMS or a web interface </li></ul></ul><ul><li>Digg </li></ul><ul><ul><li>For people to discover and share content from anywhere on the web </li></ul></ul><ul><li>Flickr </li></ul><ul><ul><li>One of the best online photo management and sharing application in the world </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>A social utility that connects people with friends and others who work, study and live around them </li></ul></ul><ul><ul><li>http:// /business/ </li></ul></ul><ul><li>YouTube </li></ul><ul><ul><li>Hosts user-generated videos / Network and professional content </li></ul></ul><ul><li>Linkedin </li></ul><ul><ul><li>Find and leverage professional opportunities </li></ul></ul><ul><li> </li></ul><ul><ul><li>A collection of favorites - yours and everyone else's </li></ul></ul>
  10. 10.… feeding them all together <ul><li>Friendfeed </li></ul><ul><li>Enables you to keep up-to-date on the web pages, photos, videos and music that your friends and family are sharing </li></ul><ul><li>Flexible to support little or great interaction </li></ul><ul><li>Nothing to install </li></ul><ul><li>Start sharing right away </li></ul><ul><li>Conversations start around shared items; community forms </li></ul><ul><li>Users may get feed delivered daily to inbox </li></ul><ul><li>Feed may be public or private </li></ul><ul><li>Perfect for creating an online community and event promotion </li></ul>