Strategies of a Successful Social Business

Transcription

1 @chris_carlsson The drastic changing landscape of B2B Digital Marketing We Put Our Trust In Experts, and Less In Marketing Gibberish Christian Carlsson, Digital Leader IBM Denmark Source:

2 1 State of the nation 2 We are changing and adopting 3 Transform?

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4 *DISCLAIMER

6 We have at least on common thing between us: We. Want. Marketing. Funding. Source:

7 A good old classic: Porters 5 Forces New entrants: How likely? Who? What advantage? Bargaining power of suppliers Rivalry: Who are competitors? Competitive advantage? Bargaining power of customers Threat of substitutive products (radical technical change, change in consumer behavior)

8 Denmark 3Q2012

9 Individuals drive trust & credibility 92% Source: Nielsen (2011)

10 Who do we trust? Source: Edelman (2012)

11 Generation C They are a combination of: Gen Y + a large part of Gen X + and other Gen s who are getting connected They are the hyperconnected generation who expects authenticity and dialogue 86% shares their experiences with a brand 97% are aware of their online identity and image They have an audience with audiences (influencers) They are all part of being a shared experience, and the group is growing rapidly Source:

12 The competing paradigms The Google Paradigm The Facebook Paradigm The Trust Paradigm

13 The Integrated Digital Plan

14 The Integrated Digital Plan

15 New things will always come... Pinterest Google+ Other Other Source:

16 Don t fixate on which social network is important this month. Instead, focus on creating content that people want to share. They figure out how they want to share it. Mike Moran,

17 Informs our strategy as well Generation C New entrants Bargaining power of suppliers Rivalry Bargaining power of customers Threat of substitutive products The Google Paradigm The Facebook Paradigm

19 For us, this means... From large campaigns To one-to-one, high-value interactions From controlling the message To building collaborative relationships From being generally accessible To being active in the right places at the right times

20 Source: Digital Body Language, The Content Gap - Lead Nurturing and Content Creation Bridging the Content Gap Content gap

21 Shifting our focus Source:

22 Shifting our focus Your IT guy or B2B guy is also a very strong consumer. Such pros are looking for communication that is more intimate than a whitepaper and comes from a trusted source. David Veneski, Media director at Intel Because social has changed so much the dynamic it s a relationship. Customers want to be as close to the source as possible and have more direct access to the brand. Maria Poveromo, director of social media for Adobe Systems Source:

23 But this also means, it is no longer limited to Marketing or Communications Source: IBM (2010)

24 Distinct characteristics of a Social Business Engaged deeply connecting people, including customers, employees, and partners, to be involved in productive, efficient ways. Transparent removing boundaries to information, experts and assets, helping people align every action to drive business results. Nimble speeding up business with information and insight to anticipate and address evolving opportunities. Source: IBM

25 Use our second most valuable resource Don t have 1 person do 100%. Have 100 people do 1%.

26 Every employee can be an expert at something Distributing or publishing content on social channels Connecting experts and building relationships Leading expert communities Providing thought leadership on a particular topics

27 Social Guidelines bit.ly/p7mtaf Personally responsible Identify your self Respect copyright Respect your audience Don t pick fights Try to add value Source, image:

28 Enabling experts in context of our strategy From To A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk

29 Engagement: SME s & Thought Leaders Cover Influencers & Key Constituencies by Topic

30 Social Business Manager w/ Domain Knowledge Owns 6 lists Listed 43 times 180 Retweets 603 Following 3,058 Mentions 790 Tweets 420 Followers 54 Comments 3,000 Clicks on bit.lys Videos & whitepapers most popular Monitoring & Engaging Target Site List Content Activation Plan SMEs Coordinated Dialogue BUs PR / MR

31 Unifying Measurement Framework Amplification Conversions Reach Engagement

32 Early results: SME compared to other Tactic Results* Traditional Digital marketing Experts digital engagement Reach and amplification Conversion rate 4% 12% Call to action 16% 44% Lead *source= Unica Netinsight Source: Susan Emerick, IBM (2012)

33 ... Source:

34 Recent example Follows a Business Development Executive Proactively engages; dialogue Talking to a competitor Sharing is caring Workshop...? Online Trust Time (4 weeks) Offline Expert-inthe making Coffee and discussion Bringing out the Expert...?

35 It s a fine balance and we must be careful Trustworthiness Analysis 2012 Trust vs. un-trust Objective / Goal / Agenda Faking Misconception what trust is, Klout, etc., playing around with influence Source: Trustworthiness Analysis: Radius Kommunikation (Epinion, 1021 Danes age 18-65)

36 Challenge: CEOs get social (or...?) ibm.co/ceostudydk Percentage of CEOs using social media as a tool to connect with customers As CEOs ratchet up the level of openness within their organizations, they are developing collaborative environments where employees are encouraged to speak up, exercise personal initiative, connect with fellow collaborators, and innovate, the IBM study concluded. Simply put, CEOs and their executives set the cultural tone for an organization. Through participation, they implicitly promote the use of social technologies. That will make their organizations more competitive and better able to adapt to sudden market changes. Source: Forbes.com and IBM CEO Study (2012)

37 Challenge: Socialsemantic 2012 socialsemantic.eu Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud. Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web), Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse. Source: MetroXpress, 25 april, 2012 socialsemantic.eu 2012

38 Challenge: CMO under-preparedness bit.ly/cmostudy % Source: IBM (2011)

39 Challenge: CMO under-preparedness

41 What could you do Advisory Role Domain Extended Network Social CRM

42 Advisory Role Point us in the right direction We want to speak to Experts as well Help us change our behavior Source:

43 Domain Extended Network Other Network Other Network Network Domain of interest Domain of interest Your Network Other Network

44 Social CRM / Listening /... Other Network Other Network Domain of interest Domain of interest Influencers Your Network Other Network

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47 Engagement: SME s & Thought Leaders Cover Influencers & Key Constituencies by Topic

48 Social CRM / Listening / Intelligence /... Other Network Other Network Prospects Domain of interest Domain of interest Your Network Other Network

49 Why not? Follows a Business Development Executive Proactively engages; dialogue Talking to a competitor Sharing is caring Workshop...? Online Trust Time (4 weeks) Offline Expert-inthe making Coffee and discussion Bringing out the Expert...?

50 Stitch things together Source: Singer

51 If I were you... I would get a Social Listening and Bid Data Analytics tool I would invest in a Social CRM setup in the basement I would get help from a Big Data expert how to mine your and publically available data for experts, influencers, and prospects I would include Journalists as Influencers I would then start building profiles of both influencers and prospects From an IBM perspective, I would pick 3 key areas for Denmark: Healthcare, Fraud, and something IT specific (like Cloud) I would focus on top 1000 companies and institutions, and in them, the top 5000 CxO s and leaders I would then start aggregating a view that could be used in the next discussion with a specific client like IBM This aggregated view could be done for Healthcare: Who are the influencers in DK What is moving What are legislators proposing What are regular citizens interested in Where are people who discuss this What are the trends What are the search words Any specific prospects What are the events, seminars, etc.... I would package it as a Quarter Report but give away a first lite appetizer for free Ask to speak with the Experts, not only the marketers!

52 Finding the right balance Source: