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Stefan Pfeiffer | Marketing Lead Social Business Europe
January 2014

From Social Media to Social Business Marketing in th...
Social Business: It is not about Likes, Followers and Tweets

Take the technologies and cultural behavior
of the Web 2.0 a...
CxOs aren’t just listening to customers; they are compelled to act and
change course, in response to the direct influence ...
Close collaboration is a universal ambition: nine out of ten CxOs
foresee doing so in the near future
CxOs plan to collabo...
As competitors cross industries, the intersection between the digital
and physical becomes the leading edge of innovation
...
CMOs plan to put the components of a broad digital strategy in place
throughout the organization
Digital ambitions – CMOs
...
The Time of (Marketing) SPAM is over ...

7

7

© 2014 IBM Corporation
The Death of Mass Marketing ....

8

 We are used ...

to send Direct Mail

to send E-Mail

to let prospects
being cal...
... in the Age of OptOut and Unsubscribe







Customers are bored by non personalized,
non-valuable Marketing Message...
'Inbound' vs. 'Outbound' Marketer

10
The Social Media revolution is changing the way people interact
and creates new relationships
Twitter

Blogger
Vimeo

Deli...
From Markets, Segments, Targeting to Marketing to Individuals

Segmentation and Targeting remain important, but personaliz...
'Web Analytics' - Tracking customer activity to learn what they want
most

13

@TechieDaveJ © 2014 IBM Corporation
'Social Analytics' - tracking customer activity to learn what they want
most

14

© 2014 IBM Corporation
'Social Listening' – Get aware, what is happening in your segment
'Social Analytics' – Identify the Influencers and the Pl...
„According to the study, customers reported to being
nearly 60 percent through the sales process before
engaging a sales r...
B2B Marketers Guide The Buyer's Journey

Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_m...
Wer heute nicht empfehlenswert ist, ist morgen nicht mehr
kaufenswert – und übermorgen tot

via Brain statt Budget: Wie Mi...
Those not recommended today, will not be bought tomorrow – and
will be dead the day after

19
The Magic of 'Earned Media'

12
10
8
Column 1
Column 2
Column 3

6

4
2
0
Row 1

Row 2

Row 3

http://www.previewnetworks....
Because of recommendations … Influencer Marketing

“Influencers are a difficult group to pin down. They can manifest in an...
Because of recommendations … Influencer Relations

“Influencers are a difficult group to pin down. They can manifest in an...
The 'Blogosphere'








23

Identify the bloggers for your topics
Build Relationships
Start your own Blog(s)
Consid...
Building Trust & Credibility

The trust and credibility of our Experts ensures:
• Effective delivery of brand messages
• R...
Move 'Social Media' out of the Marketing Department






Stop 'Social' SPAM
Provide 'Quality Content'
Provide access ...
Move 'Social Media' beyond the Marketing Department
In the 'Social Age':
Social everywhere, Communities everywhere

27

© 2014 IBM Corporation
Private Social Networks in Healthcare
Example: Doximity – LinkedIn - Social Network for Doctors









Doximity, a s...
IBM Customer: Digital Learning Platform OPENPediatrics

© 2014 IBM Corporation
The Power of Communities: OPENPediatrics - Social Business
Saving the Lives of Children Around the World
 Every year, clo...
The Power of Communities: Self Service à la developerWorks







Increase productivity
Drive innovation
Build constit...
The Power of Communities: Product Development
The Example Connections Next+++

© 2012 IBM Corporation
The next step: IBM Establishes New Watson Group to Accelerate
Cognitive Computing






The is a major commitment by IB...
How Watson can address healthcare challenges






Nearly 20 percent of patient diagnosis are estimated to be inaccura...
How Watson can address healthcare challenges





Watson uses natural language capabilities, hypothesis generation, and ...
Who is King?

So who’s the king? The customer is the king. The customer has needs.
You serve them with content.
via Conten...
Who is King?

So who’s the king? The customer is the king. The customer has needs.
You serve them with content.
via Conten...
The Customer in the Centre ...
... and provide value to him
Social
Offline
interactions

Web ads

Mass media
data
38

Web ...
Reach

Engage

Creat
e

Targe
t

Socializ
e

Optimiz
e

Realiz
e

Integrat
e
Applications

Content

Processes

© 2014 IBM ...
ReThink your Marketing!
Vielen Dank! Thank you! Merci beaucoup!

Stefan Pfeiffer
Marketing Lead Social
Business Europe

IBM Deutschland GmbH
Wilhe...
Legal Disclaimer

© IBM Corporation 2013. All Rights Reserved.
The information contained in this publication is provided f...
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From Social Media to Social Business - Marketing in the 'Social Age'

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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.

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From Social Media to Social Business - Marketing in the 'Social Age'

  1. 1. Stefan Pfeiffer | Marketing Lead Social Business Europe January 2014 From Social Media to Social Business Marketing in the 'Social Age' © 2014 IBM Corporation
  2. 2. Social Business: It is not about Likes, Followers and Tweets Take the technologies and cultural behavior of the Web 2.0 and Social Media and use them in Business Context to create value for the Enterprise. © 2014 IBM Corporation
  3. 3. CxOs aren’t just listening to customers; they are compelled to act and change course, in response to the direct influence of the customer Customer clout: customer influence on the enterprise “As customers gain more power over the business via social media, their expectations keep rising and their tolerance keeps decreasing.” 10% 54 36% % influenced to a large extent CIO, Retail, Turkey 54% Large extent Some extent Limited extent Source: Question C4–How much influence do your customers have on your enterprise today?; n=2,909 3 © 2014 IBM Corporation
  4. 4. Close collaboration is a universal ambition: nine out of ten CxOs foresee doing so in the near future CxOs plan to collaborate much more extensively with customers 90% 46% 96% more Today 90% 3–5 Years 46% Source: Question B2–How strong is your collaboration with customers?; n=2,926 to 2,929 4 © 2014 IBM Corporation
  5. 5. As competitors cross industries, the intersection between the digital and physical becomes the leading edge of innovation Types of digital strategy 33% 36% 36% have an integrated digital-physical strategy Integrated digital-physical strategy 31% Limited digital strategy No digital strategy Source: Question B4–What kind of digital strategy does your enterprise have?; n=2,869 5 © 2014 IBM Corporation
  6. 6. CMOs plan to put the components of a broad digital strategy in place throughout the organization Digital ambitions – CMOs 16% 87% Integration of crosschannel touchpoints 83% 13% Analytics to capture customer insights 20% 78% Social networks to foster collaboration 13% 73% Workforce aligned to opportunities Today 3–5 Years 11% 69% Digitally enabled supply chain Source: 6 Question CMO1–To what extent have you activated the following digital strategy components in your organization?; n=430 to 468 [CMO only] © 2014 IBM Corporation
  7. 7. The Time of (Marketing) SPAM is over ... 7 7 © 2014 IBM Corporation
  8. 8. The Death of Mass Marketing .... 8  We are used ...  to send Direct Mail  to send E-Mail  to let prospects being called by TeleAgents  and meanwhile to spread our Marketing Messages through Social Media 8 © 2014 IBM Corporation
  9. 9. ... in the Age of OptOut and Unsubscribe    Customers are bored by non personalized, non-valuable Marketing Messages and SPAM Customers tend to opt out of mailing lists and newsletters because of no value Data Privacy Regulations get more and more rigid - from Email to Calling © 2014 IBM Corporation
  10. 10. 'Inbound' vs. 'Outbound' Marketer 10
  11. 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
  12. 12. From Markets, Segments, Targeting to Marketing to Individuals Segmentation and Targeting remain important, but personalized, value-driven Marketing to Individuals becomes more and more important © 2014 IBM Corporation
  13. 13. 'Web Analytics' - Tracking customer activity to learn what they want most 13 @TechieDaveJ © 2014 IBM Corporation
  14. 14. 'Social Analytics' - tracking customer activity to learn what they want most 14 © 2014 IBM Corporation
  15. 15. 'Social Listening' – Get aware, what is happening in your segment 'Social Analytics' – Identify the Influencers and the Places to go 15 © 2014 IBM Corporation
  16. 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/ 16
  17. 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# 17
  18. 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. 18
  19. 19. Those not recommended today, will not be bought tomorrow – and will be dead the day after 19
  20. 20. The Magic of 'Earned Media' 12 10 8 Column 1 Column 2 Column 3 6 4 2 0 Row 1 Row 2 Row 3 http://www.previewnetworks.com/blog/earned-social-media-strategy-difference/ 20 Row 4
  21. 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? 21
  22. 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? 22
  23. 23. The 'Blogosphere'      23 Identify the bloggers for your topics Build Relationships Start your own Blog(s) Consider Group Blogs Reward People for blogging
  24. 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. 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
  26. 26. Move 'Social Media' beyond the Marketing Department
  27. 27. In the 'Social Age': Social everywhere, Communities everywhere 27 © 2014 IBM Corporation
  28. 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.”
  29. 29. IBM Customer: Digital Learning Platform OPENPediatrics © 2014 IBM Corporation
  30. 30. The Power of Communities: OPENPediatrics - Social Business Saving the Lives of Children Around the World  Every year, close to 7 million children under the age of 5 die from treatable illnesses like pneumonia, diarrhea and malaria due to a lack of information and inadequate medical training.  In partnership with IBM, Boston Children's Hospital recently launched OPENPediatrics, a social learning platform that equips medical personnel to more effectively engage, share knowledge, tap expertise and make better decisions when treating children in life threatening situations.  This first of its kind, cloud-based, social technology platform incorporates Global Business Services, IBM Interactive, IBM Collaboration Solutions, Business Analytics and a variety of IBM Software Group solutions. © 2014 IBM Corporation
  31. 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
  32. 32. The Power of Communities: Product Development The Example Connections Next+++ © 2012 IBM Corporation
  33. 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.
  34. 34. How Watson can address healthcare challenges     Nearly 20 percent of patient diagnosis are estimated to be inaccurate or incomplete 45 percent of all physicians still rely on paper-based medical records 25 percent of deaths related to non-communicable diseases may have been prevented $500 billion spent worldwide every year on avoidable care related costs © 2014 IBM Corporation
  35. 35. How Watson can address healthcare challenges   Watson uses natural language capabilities, hypothesis generation, and evidence-based learning to support medical professionals as they make decisions. Watson will then provide a list of potential diagnoses along with a score that indicates the level of confidence for each hypothesis. © 2014 IBM Corporation
  36. 36. Who is King? So who’s the king? The customer is the king. The customer has needs. You serve them with content. via Content is Only King of a Fairytale | Social Media Today. 36 © 2014 IBM Corporation
  37. 37. Who is King? So who’s the king? The customer is the king. The customer has needs. You serve them with content. via Content is Only King of a Fairytale | Social Media Today. Customer 37 © 2014 IBM Corporation
  38. 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
  39. 39. Reach Engage Creat e Targe t Socializ e Optimiz e Realiz e Integrat e Applications Content Processes © 2014 IBM Corporation
  40. 40. ReThink your Marketing!
  41. 41. Vielen Dank! Thank you! Merci beaucoup! Stefan Pfeiffer Marketing Lead Social Business Europe IBM Deutschland GmbH Wilhelm Fay Str. 30-34 65936 Frankfurt Tel +49-7034-643-1233 Stefan.Pfeiffer@de.ibm.com Twitter: DigitalNaiv Blog: http://digitalnaiv.com 41 © 2014 IBM Corporation
  42. 42. Legal Disclaimer © IBM Corporation 2013. All Rights Reserved. The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. Other company, product, or service names may be trademarks or service marks of others. © 2014 IBM Corporation

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