Presentazione utilizzata al workshop "Marketing & Social Network" organizzato da UniLUISS

1. Social Media & Co.
L'esperienza diretta di IBM (ed altri spunti di riflessione...)
Alessandro Chinnici
Enterprise 2.0 & Social Business Consultant – IBM Italia

5. La progressiva trasformazione
© 2011 IBM Corporation

6. La situazione attuale
426k+ dipendenti
170 Paesi
2,000 Sedi
125+ acquisizioni
dal 2000
55% dei dipendenti
con meno di 5 anni
di esperienza
© 2011 IBM Corporation

7. Marketing – Sales – Customer Service
Social
Social Social Mkt Media
Presence/contacts
innovation
Registration
Innovation channel
Commerce
Innovation product
Social business
Active listening
Data/Collection
Lead generation
Metrics
...
Interno (Intranet) Noi Esterno (Internet)
Social
Social
Workplace
Go To Mkt
Integrated Workplace
Distribution ops.
Apps, Process
Partners/Francisees
Communities
Collaboration prog.
Prof les
i
Feedback
Experts
...
HR - R&D
© 2011 IBM Corporation

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15. Move from …to helping
telling people people
about experience
a Smarter a Smarter
Planet… Planet
© 2011 IBM Corporation

16. World Community Grid.
Donate your idle computing time to:
to fight cancer
to find a cure for HIV/AIDS
to find new renewable energy sources
YOU CHOOSE WHAT ITS USED FOR
http://www.facebook.com/PeopleForASmarterPlanet
© 2011 IBM Corporation

17. Fonte: http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
© 2011 IBM Corporation

18. Insights from the
Global Chief Marketing
Officer Study
Fonte: IBM Institute for Business Value - IBM 2011 CMO Study
http://www.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html

19. Il punto di vista dei CMO
Expected level of complexity and preparedness to handle
Percent of CMOs responding
79%
Expect high/very high
level of complexity
over 5 years
48%
31%
complexity
Feel prepared for gap
expected complexity
Q4 How much complexity will your organization have to master over the next 3 to 5 years compared to today? n=1709;
Q6 How prepared do you feel for the expected complexity ahead? n=1712
Fonte: IBM Institute for Business Value - IBM 2011 CMO Study
© 2011 IBM Corporation

20. Il punto di vista dei CMO
Global Italy
Need for change to deal with data explosion
Percent of CMOs indicating high/significant need
Invest in technology 73% 79%
Integrate insights 62%
69%
Understand analytics 65% 73%
Rethink skill mix 64% 54%
Collaborate with peers 52% 57%
Validate ROI 49% 37%
Address privacy 28% 20%
Q20 To what extent will the opportunity to collect unprecedented amounts of data require you to change?
n Global=1629 to 1673, n Italy=65 to 67
Fonte: IBM Institute for Business Value - IBM 2011 CMO Study
© 2011 IBM Corporation

21. Il punto di vista dei CMO
Global Italy
Plans to increase the use of technology
Percent of CMOs selecting technologies
50% 50%
Social media 82% 79%
Customer analytics 81% 84%
CRM 81% 83%
Mobile applications 80% 87%
Content management 73% 76%
Tablet applications 72% 80%
Single view of customer 70% 62%
Collaboration tools 68% 70%
Predictive analytics 66% 49%
Reputation management 63% 72%
Search engine optimization 62% 63%
Campaign management 61% 59%
Score cards/dashboards 56% 45%
E-mail marketing 46% 42%
Q22 Do you plan to decrease or increase the use of the following technologies over the next 3 to 5 years?
n Global=1616 to 1671, n Italy=61 to 66
Fonte: IBM Institute for Business Value - IBM 2011 CMO Study
© 2011 IBM Corporation

22. Il punto di vista dei CMO
Global Italy
Barriers to using technology in marketing
Top 5 selected by CMOs
Cost 72% 69%
Lack of ROI certainty 61% 51%
Tool implementation issues 47% 38%
Lack of skills of (potential) users 46% 53%
Lack of marketing and IT alignment 45% 54%
Lack of IT integration with organization 43% 35%
Ease of use 37% 40%
Lack of technological ownership in marketing 34% 50%
Lack of IT skills 25% 22%
Reliability 18% 15%
Business case Marketing related
IT related IT and marketing related
Usability
Fonte: IBM Institute for Business Value - IBM 2011 CMO Study
© 2011 IBM Corporation

23. “The new, more consumer-
oriented business models of the
social revolution require tighter
and deeper relationships
“In today’s digital world,
between business and
it’s never been more
technology leaders.”
important for the chief
marketing officer and chief - R. “Ray” Wang
information officer Constellation Research
to work together.”
- Ad Age
© 2011 IBM Corporation

25. I social media nelle storie di successo
‘Public’ networks and tools
3rd party media; PUBLIC
audience is broader: prospects
‘Corporate’ networks and tools CORPORATE
Branded, audience is more
targeted: prospects, customers
‘Internal’ networks and tools INTERNAL
Participative audience:
employees, partners
© 2011 IBM Corporation

26. http://www.youtube.com/playlist?list=PL1803C23B0AD4E9C1
© 2011 IBM Corporation

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