®
© 2009 IBM Corporation
Vice President, IBM Software Group Channels and Social Media Evangelist
2
Expense
Conversion
Buzz
Loyalty
Advocates
Scenario 1 Scenario 2
What is Marketing 2.0?
Event Webcast Search Banner Blog Video Twitter Print
+Social Media
Traditional Marketing
Marketing 2.0
A Powerful Mix of New and Traditional Marketing Tactics
Social networks (e.g. Facebook, virtual worlds), gaming, widgets, wikis, Blogs, Twitter, RSS, podcasting, videocasting
Source: New Language of Marketing 2.0, 2009
3
Why Now?
Web 1.0 Access information, purchase online
Web 2.0 Share, Collaborate, Experience, Participate and Co-Create
Source: New Language of Marketing 2.0, 2009
The market has evolved
Marketing Goals
Audience Parameters
Message
AdaptiveAdaptive
Audience
Message
Audience
Marketing Goals
Robust Audience
Profile
In a tough economic climate Web 2.0 moves your clients to act faster
Action!
Desire
Interest
Awareness
4
Growth in Social Media is Exponential
5
6
1
2
3
4
Our Marketing 2.0 Strategy Delivers Results!
Delivered 41%41% leads from marketing
Achieved 15% YTY15% YTY in new customers
HighestHighest SWG conversion of leads to win
46% increase46% increase in leads from Web and Impact event: lowest cost per leadlowest cost per lead
7
Tip #1: Recognize the new buyer: Generation ‘C’
Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Consumer 2.0 Conversation
A Vision Of Students today!http://www.youtube.com/watch?v=dGCJ46vyR9o
8
Tip #2 – Always begin with the Goal in Mind!
What are your goals?Engagement
I want xx people reading this blog by 2009Education
I need to help x types of citizens understand yAwareness
I want xx people to be aware of yy initiativeKnowledge
I want employees to be able to use our zzz to yyyAreas of interest
I want to understand what employees/citizens/xx group want from us
Leads/transactionsI want xx residents renewing their passports online by 2011.
9
Analyze the Market
Nail the Relevant Strategy & Story
Go to Market…Socially
Energize the Channel & Community
Leads and Revenue
Tip #3 – Use a Marketing 2.0 Framework Framework for Implementing Traditional and Web 2.0 Marketing
Scream!
Source: New Language of Marketing 2.0, 2009
10
New Research Methods: The Power of Social Media Be Prepared to Monitor and Respond
Source: New Language of Marketing 2.0, 2009
BANTER tool to help identify and listen to influencers and creators through blogs and communities
11
Analyze the Market & Create the Strategy: Segmentation
Source: New Language of Marketing 2.0, 2009
Digital Citizens & General Population
U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000US Census Bureau, 2000 Census Demographic Profile
Vital Stats20% of employees at large U.S. companies now contributing to Web 2.0
12
Nail the Strategy and Tell the Story Branded & Lightly Branded
Source: New Language of Marketing 2.0, 2009Source: Intel, 2009
13
Go To Market … Socially
Value Proposition
Relationships
Influencer Value
Source: New Language of Marketing 2.0, 2009
Develop your value proposition with your
customers
14
Go To Market … Socially Building relationships drives business value
Value Proposition
Relationships
Influencer Value
Source: New Language of Marketing 2.0, 2009
Collaboration
Co-Creation
Customization
Over 10,000 conversations to date
WebSphere CommerceWebSphere Ilog
15
COMPANY
INVESTORS
ACADEMIC COMMUNITY
GOVERNMENT MEDIA
EMPLOYEES CUSTOMERS
LOCAL COMMUNITY
PARTNERS
Value Proposition
Relationships
Influencer Value
Go To Market … Socially The Wheel of Influencers Has Broadened
Source: New Language of Marketing 2.0, 2009
16
Energize the Channels and the Community The New Technology Vessels
Source: New Language of Marketing 2.0, 2009
17
Revenue in Social Media Connections
Source: Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, 2009
Strong links to a manager: $588 more revenue/mo
Multiple managers: $98 less revenue/mo
per weak tie
Knowing executives external to project: $6,395 in revenue
per executive/project
Full text: http://smallblue.research.ibm.com/publications/Utah-ValueOfSocialNetworks.pdf
Social networking affects your bottom line
Each person in your email address book Each person in your email address book at work is associated with at work is associated with $948$948 in annual revenuein annual revenue
18
Serious Gaming
Virtual Spaces
Social Networks
Blogs
Source: New Language of Marketing 2.0, 2009
Vital StatsAverage age: 3347% in 18-49 bracket24% over 50
Energize the Channels and the Community - Education
19
The Cast
Source: New Language of Marketing 2.0, 2009
20
Teachable Moments – Logan’s “Scavenger Hunt”
Source: New Language of Marketing 2.0, 2009
21 Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Education
22
Serious Gaming
Virtual Spaces
Social Networks
Blogs
Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Sharing
Source: culture-buzz.com, 2008
Virtual Event
23
Energize the Channels and the Community - Sharing
Position your site for optimal hits from top search engines
Search Engine Optimization Internet Lead GeneratorTransform your Web site from brochure-ware to
lead-generation powerhouse
Value: Increased traffic to your siteWays to identify and capture leads
These are prospects who are already looking for you!
Value: Prospects access compelling content
Capture contact information for follow-up
24
SOA Social http://soasocial.com/
Source: New Language of Marketing 2.0, 2009
Vital Stats
50% of online Americans use social networking services (SNS)
U.S. SNS users grew 10% last year
U.S. advertising spend on SNS will double over the next four years from $1.3 billion in 2008 to $2.6 billion in 2012
Sources: U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008), U.S. Online Consumer Behaviors Survey (August 2007), U.S. Consumer Online Attitudes Survey, (June 2008)
Energize the Channels and the Community - Dialogue
Lotus LiveLotus Connections
25
Serious Gaming
Widgets
Social Networks
Blogs
Source: New Language of Marketing 2.0, 2009
Energize the Channels and the Community - Dialogue
http://smarterplanet.tumblr.com/
http://socialmediasandy.wordpress.com/
26
Energize the Channels and the Community – Dialogue
Used for promotions, customer service and community building activities
Who you followinfluences yourfollowers
28 Twitter Streams
8 Non-EnglishGeo-Specific
http://www.dell.com/twitterLinks to Other Social Media
Facebook RSS
Video Idea Factory
FlickrBoards Blogs
Source: New Language of Marketing 2.0, 2009
Tool ChestTweetscan.com / search.twitter.com – search Tweets for company/keywordshttp://dossy.org/twitter/karma/ - See who follows you and follow themhttp://is.gd/ & http://bit.ly/ - shorten URLs to a bare minimumTweetlater.com/ - Schedule tweets & much moreTweetDeck.com/ - Breaks Twitter feeds into bite-sized pieces
27
Energize the Channels: Streisand Effect
Source: New Language of Marketing 2.0, 2009
"The Net interprets censorship as damage and routes around it."
John Gilmore
Source: Chris Muir – daybydaycartoon.com / Tampa Tribune / CaliforniaCoastline.org
http://www.californiacoastline.org/streisand/lawsuit.html
Def. an attempt to censor or remove information that backfires, causing the information to be widely publicized
28
Leads and Revenue Show Me the Money!
Leads & VLR
DashboardsThe New Metrics
Response Management Section
Campaign Effectiveness
Section
Pipeline Contribution
Section
Campaign Analysis Reports
Install Base Reports
Source: New Language of Marketing 2.0, 2009
29
Leads and Revenue
Source: Forrester Research
Leads and Revenue Show Me the Money!
Frequency of relevant
conversations
Conversations mention the
brand on popular
communities
Conversions to relationships Relationships
to purchases
30
Putting it All Together – Basic Recipe
Traditional Tactics Add on Marketing 2.0 TacticsCo-sponsor events Online polling to build agendas, Facebook and
LinkedIn profiles and groups help share information, offers and encourage conversations around targeted topics
Static web banners Blog feed bannerNewsletters Sponsorships
Interactive signature, drive to widget download
Microsite Video/Blog comments, user ratings of offersEmail blast to rented lists Register for mobile alertsSponsored webcasts Live chat, user-generated forum
Goals Greater volume of leads through more web trafficImprove conversion through positive experience
Source: New Language of Marketing 2.0, 2009
31
Putting it All Together – Advanced Recipe
Traditional Tactics Add on Marketing 2.0 TacticsSMEs speak or work peds at events
SMEs to post relevant comments, links, podcasts, links on existing community sites
User/Customer Group meetings Establish an online communitySet up a board of advisors (or sales focus group to get feedback on your strategy or test your messaging
Target specific focused blogs and communities to help influence sentiment and get feedback on positioning and products
Push branded messages Create two-way channel for your brand - Facilitate creation of community generated content - videos, podcasts and allow users to remix & comment socially
Goals: Greater loyalty through community collaborationImprove conversion through positive experience
Source: New Language of Marketing 2.0, 2009
32
Blogs and Education - Potential uses
Replacing standard class web pagesProfessor-written blogs which cover interesting developments that relate to the theme of the courseOrganization of in-class discussionOrganization of intensive seminars where students have to provide weekly summaries of the readings Requiring students to write their own blogs as part of their grade
Henry Farrell, Crooked Timber
Source: New Language of Marketing 2.0, 2009
33
SlideShare – Potential Uses
Disseminating lecture material for revision purposesDiscuss lecture material using the comments feature to aid understandingAs a student assignment assessing virtual presentation skillsFind other presentations on your topic - save reinventing the wheelBuilding up a body of resources over time on a particular topicDrawing together conference / seminar materials using a common tag or keyword
Source: New Language of Marketing 2.0, 2009
34
35
Twitter and Potential Uses
Pointers to online resources based around a courseStudent reminders about deadlinesBreaking down barriers and getting to know others over this "virtual water cooler"Keeping up to date for you and studentsInstant lecture feedback - are you Twittering about this presentation?
36 Source: New Language of Marketing 2.0, 2009
37
1. Keep your eyes on Profit Generation
2. Remember Marketing is about intimate relationships
3. Leverage the power of Web 2.0
4. Understand the value of the Influencer
5. Tune your Marketing Mix
Top 5 Do’s to Marketing 2.0
Source: New Language of Marketing 2.0, 2009
38
How to Order the Book
• Available Now
• Amazon.com
• Amazon Kindle
• Barnes & Noble
• Borders
• IBM Press Books
39
Resources
http://socialmediasandy.wordpress.com/
http://www.soasocial.com/
http://twitter.com/sandy_carter
Motrim Moms ad: http://www.youtube.com/watch?v=BmykFKjNpdYMoms backlash: http://www.youtube.com/watch?v=LhR-y1N6R8QCoke and Mentos experiment #137: http://www.eepybird.com/dcm1.htmlIBM Virtual Data Center: http://www.ibm.com/3dworlds/businesscenter/us/en/SOA Swap’d Video: http://www.youtube.com/watch?v=q_YRk-oWiVEIntel Centrino user-created video: http://www.tudou.com/programs/view/O_AL46HULM8/My Virtual Model: http://www.mvm.com/SmartSOA Virtual Forum: http://www-01.ibm.com/software/solutions/soa/events/smart_soa_virtual_forum.htmlInnov8 Intro: http://www.youtube.com/watch?v=EZnfBOoriaM
Referenced media links
40
Lotus Education in Social Media
Lotus Education Twitter
Lotus Education User Group on LinkedIn
Lotus Training YouTube ChannelLotus Training and Certification
41
Q & A
