The document discusses IBM's digital strategy and challenges in meeting its aggressive 2015 roadmap goals. It notes that traditional marketing approaches will not scale to meet targets and that digital approaches are inherently scalable. Key challenges include delivering 5% revenue growth through initiatives like revenue mixing to higher growth segments and $20B in acquisitions. The communications revolution has changed effective customer interactions and IBM must change what it does by leveraging how people use digital media.

1. Global Business Challenge & Digital Strategy Ethan McCarty Digital and Social Strategy & Development

4. 58,000 marketing activities 8,500 events 4.5 million people targeted through outbound marketing tactics 500,000 people hosted at IBM briefing centers representing 18,000 client and partner organizations 38.3 million touches…more than 8 per person We are not short of client-focused activity. But do we have the right mix?

5. A paradigm shift in communication From To Channel Network Mass consumption Universal participation Institutional mediation Social mediation Content scarcity Content abundance Attention abundance Attention scarcity Asynchronous Real-time Virtual reality Integrated reality

6. Decision-making has changed The communications revolution has brought large changes to what is effective marketing and communications. We must change what we do, by understanding how people use digital to search for and discover information.

7. Search & Discovery Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service. Two competing paradigms vie for dominance of search & discovery: The Search Paradigm The Social Paradigm

10. IBM’s social business strategy is to catalog IBMers’ expertise , manage access to them and optimize their interactions with our constituents. By fully enabling the digital IBMer , we can systematically manage the way these social interactions connect with all relevant parts of IBM – and perform these functions at massive scale. Expert Relationship Management Social Aggregator Social Business @ IBM Expert Locator Social Business Manager Social Intelligence IBM Social Business Strategy

11. Is the IBM digital experience true to our brand?

12. Social Business @ IBM w3.ibm.com/socialbusiness/engage

13. Sponsored media Mobile app /smarterplanet Expert Locator w3.ibm.com/socialbusiness/experts

14. Centennial opportunity