Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
11. The Social Media revolution is changing the way people interact
and creates new relationships
Twitter
Blogger
Vimeo
Delicious
MySpace
Picassa
RSS
Pinterest
Flickr
Wordpress
Facebook
16. „According to the study, customers reported to being
nearly 60 percent through the sales process before
engaging a sales rep, regardless of price point. More
accurately, 57 percent of the sales process just
disappeared.“
Source: http://www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/
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17. B2B Marketers Guide The Buyer's Journey
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey#
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18. Wer heute nicht empfehlenswert ist, ist morgen nicht mehr
kaufenswert – und übermorgen tot
via Brain statt Budget: Wie Mitarbeiter Mundpropaganda machen könnten | karrierebibel.de.
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19. Those not recommended today, will not be bought tomorrow – and
will be dead the day after
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21. Because of recommendations … Influencer Marketing
“Influencers are a difficult group to pin down. They can manifest in any department,
in any level of an organization. They take on a variety of forms: visionaries,
trendsetters, leaders, muses — just to name a few. These forms then can choose
from a multitude of approaches: acting as lubricants, connectors, rabble-rousers.”
Source: http://www.cmswire.com/cms/social-business/looking-for-influencers-in-your-company-look-to-content-before-metrics-023703.php?
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22. Because of recommendations … Influencer Relations
“Influencers are a difficult group to pin down. They can manifest in any department,
in any level of an organization. They take on a variety of forms: visionaries,
trendsetters, leaders, muses — just to name a few. These forms then can choose
from a multitude of approaches: acting as lubricants, connectors, rabble-rousers.”
Source: http://www.cmswire.com/cms/social-business/looking-for-influencers-in-your-company-look-to-content-before-metrics-023703.php?
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24. Building Trust & Credibility
The trust and credibility of our Experts ensures:
• Effective delivery of brand messages
• Relevant and receptive audiences
• Compelling and credible calls-to-action • Likelihood of positive responses
Ultimately creating self-sustaining brand evangelism and driving brand preference.
http://de.slideshare.net/digitalinfluencegroup/marketing-profs-b2b-forum-green-and-emerick-final
25. Move 'Social Media' out of the Marketing Department
Stop 'Social' SPAM
Provide 'Quality Content'
Provide access to experts
Provide 1:1 communication & special interest communities & discussions
28. Private Social Networks in Healthcare
Example: Doximity – LinkedIn - Social Network for Doctors
Doximity, a social network for doctors founded in 2011 that doubled in size over the last
year and now has more than 250,000 members.
The free network reaches over 35 percent of all doctors in the United States, which CEO
Jeff Tangney called a “significant tipping point.”
“This essentially means Doximity will get doctors the answers they want faster, and more
reliably, than a simple Google search
“Doctors can ask a critical mass of their peers any number of questions ranging from
drug interactions to specialist advice, and it points to the demand and hunger for
specialized, vertical social networks that meet an unmet need.”
31. The Power of Communities: Self Service à la developerWorks
Increase productivity
Drive innovation
Build constituency
developerWorks contributes to over $100 million in support savings for IBM annually
through its use of forums, groups, articles, and blogs
“developerWorks...is perhaps the largest and most effective customer community we've
seen.”
Josh Bernoff, Senior VP, Forrester, co-author of the best selling book Groundswell
31https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/forrester_s_josh_bernoff_on_empowering_business?lang=en
*
** https://www.ibm.com/developerworks/mydeveloperworks/blogs/scott/entry/ami_partners_talks_social_media_marketing_awards?lang=en_us
33. The next step: IBM Establishes New Watson Group to Accelerate
Cognitive Computing
The is a major commitment by IBM to help capture the emerging cognitive market. IBM is
investing more than $1 billion in the Watson Group, including $100 million to fuel an
ecosystem of start-ups, tech firms and VCs that will build Watson powered apps.
Backed by the talents of 2,000 IBMers, the Watson Group will profoundly impact business
and society by extending Watson's influence as a consumable, cloud-based solution. It
will be headquartered in New York City's Silicon Alley tech hub and feature a for
entrepreneurs and start-ups.
The Watson Group will help clients analyze, improve by learning, and discover answers to
complex questions from massive amounts of disparate data. Three new will transform
industrial R&D, visualize Big Data insights, and fuel analytics exploration.
38. The Customer in the Centre ...
... and provide value to him
Social
Offline
interactions
Web ads
Mass media
data
38
Web site activity
Call
center
Email
When we published our first study in 2004, CEOs ranked their own customers sixth on the list of all market factors they believed would drive the most change in their organizations. Today, digitally enfranchised and empowered customers lead the agenda for every CxO profession.
More than half of CxOs say customers now have a considerable influence on their enterprises.
Deep collaboration is a universal ambition: nine out of ten CxOs foresee doing so in the near future.
Accepting customers as stakeholders in determining an enterprise’s future has huge cultural and organizational implications. These businesses can’t just be customer-centric. They must be customer-activated. That requires creating fully reciprocal relationships with customers.
It means being ready — and willing — to change course to pursue those paths that create mutual value. And it requires finding ways to include customers in key decisions. It also involves building a workforce that is both willing and able to engage with customers on a regular basis and providing them with an opportunity to share their insights within the larger company.
The problem? Two-thirds of enterprises have a weak digital-physical strategy — or none at all.
Some organizations are reconfiguring their offerings to capitalize on social networks and mobile connectivity. Others are reshaping their operating models to inject customer input into every aspect of the buying and selling chain. But they’re often not doing both at once.
CMOs, in particular, consider it critical to put the components of a strong digital strategy in place. They want to overhaul every aspect of the customer interface.
Social media has become an increasingly important tool in our daily lives – helping people connect, communicate and share information. This has forever changed the way people interact.
Today, more than 2 billion people use the internet. By the end of this year, Gen Y will outnumber Baby Boomers….and 96% of them have joined a social network.
The second largest search engine in the world is YouTube
25% of search results for the World’s Top 20 largest brands are links to user-generated content.
And this adoption has happened at an incredible pace. Consider this: to reach 50 million users, it took radio 38 years...it took television 13....it took the internet only 4. Meanwhile, Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion downloads in 9 months.
It's clear we are now in the midst of a revolution. People are using these connections as a primary means of communication, in many cases, replacing other more traditional interactions.
Other facts:
00 million tweets sent via Twitter per day
30 billion pieces of content are shared on Facebook each month
Wikipedia hosts 17 million articles
Source: 20 Stunning Social Media Statistics,
Written by Jeff Bullas
66% of online adults use social media platforms such as Facebook, Twitter, MySpace or LinkedIn
Smartphone and tablet shipments now outpace PCs
Source: Pew Internet & American Life Project
Source: IDC Predictions 2 012 :
Competing for 2 020
Und zum Schluß eine gute und schlechte Nachricht zugleich.
Der Traditionelle Sales Cycle hat sich dramatisch verkürzt und sein Erfolg ist mehr denn je von der Vorarbeit durch Marketing abhängig !
Und das gilt nicht nur für B2C sondern zunehmend auch für B2B, wie wir aus eigener Erfahrung berichten können.
Man kann also von einem gewissen Shift von Sales zu Marketing sprechen, oder noch konkreter von einem Shift von Massenmärkten zu individuellen Chief Executive Customers !!!
Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point. More accurately, 57 percent of the sales process just disappeared. „
What are buyers doing if they’re not talking to sales? They are surfing corporate websites to identify and qualify vendors, instead of the sales force qualifying them. They are engaging peers in social media to learn more about their needs, potential solutions and providers. And they are reading, listening to and watching free digital content that is available to them at the click of a mouse. No longer is the sales force the sole source or gatekeeper of information.
it is time to follow the buyers’ journey.
Cross-channel Interaction History provides the capabilities of storing campaign contact touches (stimuli) as well as responses for all interactive channels. This is stored at the individual level, which makes it very easy for Attribution Modeler and the Performance reports to aggregate.
Initially the capability focuses on directly managing interaction data from Unica legacy products and web analytics data from Coremetrics, but can leverage data from non-Unica campaign management contact repositories, email providers, and other web analytics tools through configuration and data mapping.
In the future, the repository will also provide capabilities to include and link contacts and inferred responses from mass media channels, such as TV, radio ads.
How do you achieve one unified experience across the many online properties that your organization has?
Large enterprises can have more than 12 different online properties, from different division sites, to extranets, intranets, the main .com or .org or .gov site, a specific customer service site, fragmented presence across social networks, and yet a separate commerce experience.
In order to successfully create and manage a unified experience – a flexible array of capabilities are needed across social, mobile, content authoring and rich media, analytics, search, personalization, security – all delivered in a single context for the customer.
IBM's web experience software integrates applications, content, processes, and people to create and manage a single unified online experience – with a single platform that lets customers reuse existing investments, with more automated and streamlined management, authoring, and deployment capabilities to deploy web experiences faster one time across many channels.