This presentation was delivered to an audience of CMO, discussing IBM perspective on Social Media, the relevance of new communication channels, and customers priorities

1. Social Business
The IBM Perspective, and the Alliance with SugarCRM
Luca Destefanis
Director Marketing, Channel & Mid Market, IBM Italy
Segrate, October 6 2011
©2011 SugarCRM Inc. All rights reserved.

2. LUCA DESTEFANIS
Director Marketing, Channel & Mid Market
IBM Italy

3. Complete new communication channels arise at unprecedented speed, and
user driven content is exploding forcing us to reconsider how to stand out with
your message
800Mn 300Mn 120Mn
FACEBOOK TWITTER LINKEDIN
• 800 millions registered users • 300 millions registered users • > 120 millions registered users
• > 50% active once a day • > 200 countries • 2 new registered users
• Average # friends: 130 • > 150 million post every day • 2 billions profile search in 2010
• Average # groups: 80
• >2 billion post every day
• > 250 million pictures every day

4. Buying behavior changes enlarges the must for marketing transformation
75% 88% 75%
of people don't of CEOs picked of marketers say
believe that “getting closer they must
companies tell to the customer” as transform their
the truth in their top priority function by 2011
advertisements

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6. Perception Gap 1: When consumers interact with brands they expect
tangible value in return for their attention, time and personal data
Consumers’ Ranking: The ways they interact Businesses’ Ranking: Why they think
with companies via social sites consumers interact them via social sites
(61%) Discount Learn about New Products (73%)
(55%) Purchase General Information (71%)
(53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%)
(53%) General Information Exclusive Information (68%)
(52%) Exclusive Information Reviews and Product Rankings (67%)
(51%) Learn about New Products Feel Connected (64%)
(49%) Submit Opinion on Current Products/Services Customer Service (63%)
(37%) Customer Service Submit Ideas for New Products/Services (63%)
(34%) Event Participation Be Part of a Community (61%)
(33%) Feel Connected Event Participation (61%)
(30%) Submit Ideas for New Products/Services Purchase (60%)
(22%) Be Part of a Community Discount (60%)
Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333,
Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331
IBM CRM Study – From Social Media to Social CRM – What Customers Want

7. Perception Gap 2: Businesses are three times more likely than
consumers to think consumers interact to feel part of community
Consumers’ Ranking: The reasons they Businesses’ Ranking: Why they think
interact with companies via social sites consumers follow them via social sites
(61%) Discount Learn about New Products (73%)
(55%) Purchase General Information (71%)
(53%) Reviews and Product Rankings Submit Opinion on Current Products/Services (69%)
(53%) General Information Exclusive Information (68%)
(52%) Exclusive Information Reviews and Product Rankings (67%)
(51%) Learn about New Products Feel Connected (64%)
(49%) Submit Opinion on Current Products/Services Customer Service (63%)
(37%) Customer Service Submit Ideas for New Products/Services (63%)
(34%) Event Participation Be Part of a Community (61%)
(33%) Feel Connected Event Participation (61%)
(30%) Submit Ideas for New Products/Services Purchase (60%)
(22%) Be Part of a Community Discount (60%)
Source: IBM Institute for Business Value Analysis, CRM 2011; sample size Consumer N=1056; Business: Learn N=333, General Info N=336, Submit Opinion N=334, Exclusive Info N=333,
Reviews/Rankings N=333, Feel Connected N=331, Customer Service N=331, Submit Ideas N=332, Community N=329, Event N=332, Purchase N=334, Discounts N=331
IBM CRM Study – From Social Media to Social CRM – What Customers Want

8. Perception Gap 3 – While businesses feel that customer advocacy can
be driven through social media, consumers aren’t so quick to agree
their loyalty will be enhanced through social channels
Agree or Disagree ?
I feel more loyal toward brands/companies when I interact with them
via social media or social networking
Consumers are
divided on how much
influence their social 38% 33% 28% Agree
Disagree
media interactions
Neutral
with a company will
have on their loyalty
to that business.
Source: IBM Institute for Business Value Analysis, CRM 2010,
Sample size N= 981, Numbers do not total to 100%, because of rounding

9. “We don’t have a choice on
whether we DO social media,
the question is
how well we DO it.”
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