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Bridging the gap between PR, Sales & Marketing

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Ronald Velten
Ronald Velten

presentation as given at the Social Conference 2013 (#tsc13) on February 14th, 2013 at Pakhuis De Zwijger

Business
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Bridging the gap between marketing and sales An IBM experience story @RONALDVELTEN Director Marketing, Communications & Citizenship 1 © 2012 IBM Corporation 2011
Happy valentine 2 2 © 2011 IBM Corporation
h"p://www.ïŹerfryslan.nl   3 3
ibm.com/connect 4 4
 http://www.emerce.nl/cases/kracht-sociale-software 5 5
6 6
Share some day to day experience
9
#3   +8%  /  75.532Bn     10
11
Our enduring idea: WORLD CHANGING PROGRESS 12
In service of: FORWARD THINKERS 13
Experienced through: The IBMer 14
Experienced through: The IBMer 15
Experienced through: The IBMer 16
18 1 18 8
19 1 19 9
20 2 20 0
23
Experiencing hesitation to dive in 24
How to close the gap
26
IdentiïŹed subject matter experts
And actively enabled them
we started with listening
Spotting relevant current aïŹ€airs 3 0
to create engaging messages
32 From the outside in
33 That share ideas

34 
and insights.
Distributed via the IBM community
Leveraged via staged champions
Engaging the audience
Sharing our Ideals & ideas
Extending our presence in earned media 39 39
Which we leveraged as event booster
42 42
Got it ? 43
Some examples 44 44
45 45
46 46
47 47
48 48
49 49
50 50
51 51
52 52
Are we there yet? Are we there yet? 53 53
1.  Do not force social media adoption 2.  Do not deïŹne your ambassadors too narrow 3.  Do not underestimate labour and budget intensity 4.  Do bridge pr, social, marketing and sales 5.  Do create poster child examples; be proud get loud 6.  Do think about your measurements (timely) 54 54
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@ronaldvelten     Linkedin.com/in/rvelten     ronald_velten@nl.ibm.com   60
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