This document discusses how social media marketing is becoming increasingly important for businesses and provides examples of how IBM helped Sony Pictures improve their social media campaigns. It outlines a 5-step process for integrated campaign planning using analytics and customer data to target the right audiences, platforms, content and messages. The document promotes IBM's services for developing powerful social media and digital marketing strategies.

1. social networkers
worldwide!
There will soon be
The number of social networking
channels is rising rapidly…
The truth is out there…
of businesses expect to
collaborate with customers
via social networks in the
next 3 to 5 years
However, successful social and
digital marketing is an art and
a science that requires...
Discoverability Social
network
expertise
Powerful
analytic
capabilities
2020 social marketing
for the electronics industry
Does your organisation
have what it takes to plan
and drive sophisticated
multi-channel campaigns?
It’s already happening
Use one social media network to
generate maximum awareness and
demand for a new film release -
Elysium - in just 10 days.
Task A
Use analytics as a foundation and
develop a multi-channel approach
across all major networks to
optimise each phase of
The Amazing Spider-Man 2
campaign.
Task B
Result
more
likes3x as many
comments3xviral
reach2x
The future is social
Thanks to IBM, Sony Pictures Spain
has a strong digital strategy in place
of electronics companies have
limited or no social strategy and
are lacking the necessary skills
However…
Develop a powerful social
and digital initiative
Identify inputs
Look at ALL the factors that
will influence the campaign1
Define objectives
KPIs can quantify just about
every aspect of a digital
marketing campaign –
including likes, viral reach
and shares
2
Analytics
everywhere
Execute and measure your
analytics to maximise and
adjust your investment, in
realtime, across the various
social networks
5
Customer experience
Personas can be applied to
understand and optimise the
experience and plan tailored
journeys to generate maximum
value at every touch-point
3Execute and measure
Visualise and measure everything
(and adjust your campaigns
accordingly)
4
of CXOs claim they
understand their
customers today*
*Source: 2013 IBM Global CSuite Study
Optimise your investment with a 5-step
Integrated Campaign Planning System:
Target your social media
investment in real-time,
continuously shifting spend
to optimise your strategy
Focus on the most relevant network to you, your business and your audience.
Then look at how one network is connected to another.
Your future.
Our experience.
IBM blends the
art of marketing
with science,
creative and analytics.
Understanding your audience can
maximise your business results
Reduce budget spend / Increase brand awareness / Improve conversion rate
Build brand advocates / Increase fan base / Generate ROI / Increase sales
Embrace the future with IBM
Imagine if you could increase
your social hits by up to 500%
and stretch your budgets
across the right channels
Digital Business
Strategy
Innovation
and Visioning
Digital Operating
Model
Customer Experience
Strategy and Design
Digital Marketing
Strategy
Customer Insight
Strategy
Digital Content
and Knowledge
Digital Platform
Strategy
We think bigger than an agency...
More creatively than a consultancy...
With the power to integrate the whole system...
For more information contact:
This enabled Sony Pictures to create
a successful customer journey by:
Targeting the right audiences
Using the right platform
At the right time
With the right content
For the right value proposition
IBM
Interactive
Experience
IBM can help you with new approaches,
processes, skills and technologies
Marcel Baron
Senior Managing Consultant
IBM Interactive Experience
marcel.baron@nl.ibm.com
+31 65 397 8643
Chris Streete
Associate Partner,
Electronics Industry
IBM Interactive Experience
STREETE@uk.ibm.com
+44 (0) 7837 203 913
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