© 2011 ibm corporation digital marketing – ibm software ibm software
TRANSCRIPT
© 2011 IBM Corporation
Digital Marketing – IBM Software
IBM Software
© 2011 IBM Corporation2 Digital Marketing Overview – IBM Software – Michael Slebir
Agenda
Digital Marketing Overview
IBM Software Digital Marketing Strategy
Geo Digital Marketing
Challenges and Opportunities
Further Reading and Resources
Contact Information
© 2011 IBM Corporation3 Digital Marketing Overview – IBM Software – Michael Slebir
Digital Marketing Overview
© 2011 IBM Corporation4 Digital Marketing Overview – IBM Software – Michael Slebir
6 million different people connect with IBM each month through www.ibm.com
6 million different people connect with IBM each month through www.ibm.com
Web functions in a way similar to reaching the target audience at a signature conference every hour
Web traffic is a marketing asset
152 people per minute (24/7)
© 2011 IBM Corporation5 Digital Marketing Overview – IBM Software – Michael Slebir
Evolution of Traditional Marketing to Marketing 2.0
PUSH Marketing: Fixed Campaign Dates - Client responds to our campaigns
PULL Marketing: Intercept visitors online – Client responds to offers based on interest
Search / Social Media referrals Download offers eNurture responders Contact Modules /Text chats
Visitors respond to SWG Web offers based on interest
Direct Mail, Email Campaigns Events
Drive-to single offer landing pages:
Webinars, events Whitepapers, reports Demos, code downloads
Target small number client responders with
trigger eNurture
Attract and pull in potential customers
Transform our Model
Intercept highly qualified
opportunities and trigger eNurture and Response follow up
PUSH
PULL
© 2011 IBM Corporation6 Digital Marketing Overview – IBM Software – Michael Slebir
IBM Software Digital Marketing Strategy
© 2011 IBM Corporation7 Digital Marketing Overview – IBM Software – Michael Slebir
Focus is on Lead Generation with +25% Growth
Content & Merchandising Develop compelling content and offers with simple registrations using “web farming” to increase
conversions on marketing focus pages Syndicate merchandising offers across ibm.com.
eNurture Improve eNurture conversions to leads Drive Hot Responders,
Virtual Shows Use Virtual Event Platform to extend major events to help IMTs to improve responses Debuted IBM Software Forum in November 09 as a key online destination. Expand to all programs and WW in 2011 and anticipating significant contribution uplift.
Live Person Continue aggressive live chat geography expansion Increase LivePerson Live Chat pipeline and revenue growth
Convert to Leads
Engage and Nurture
Reach and Attract
Organic Search Grow Search-related visits to SWG and Increase SWG search-driven marketing engagements
Social Media Expand reach through relationship-led influence that increases IBM volume and share of voice in
relevant social media environments
2011 Digital Strategy
© 2011 IBM Corporation8 Digital Marketing Overview – IBM Software – Michael Slebir
End-to-End Web Lead Generation process engages customers on-line to increase response rates, and accelerate responses into leads
Search Offer Registration Call to Action Convert to Lead
© 2011 IBM Corporation9 Digital Marketing Overview – IBM Software – Michael Slebir
Grow search-related visits to SWG and Increase SWG search-driven marketing engagements
Reach and Attract
Search is now cited by marketers around the globe as the most effective online marketing tactic for lead generation. (Clash-Media, 2009)
Search engines are the first place B2B decision-makers turn to when doing research for vendors and solutions (Enquiro, 2009)
The IBM Software story on the Web typically starts @ Google.
Organic Search
© 2011 IBM Corporation10
Digital Marketing Overview – IBM Software – Michael Slebir
Expand reach through relationship-led influence that increases IBM volume and share of voice in relevant social media environments
Reach and Attract
Listening programs Provide education, guidance and out-of-the-box
enablement materials Establish Subject Matter Expert (SME)
recruitment program Deploy practices for growing our networks a and
building SME eminence and improving customer satisfaction
Provide better social media design experiences integrated into our Web presence and external hubs
Standardize measures and metrics Coordinate SWG social media landscape
Tech decision makers give social media and user-generated sites equal importance to traditional media sources when considering tech purchases. -- Hill & Knowlton, 2009
Social Media
© 2011 IBM Corporation11
Digital Marketing Overview – IBM Software – Michael Slebir
Content & Merchandising
Develop compelling content and offers with simple registrations Apply Web Analytics and optimization to generate more responses and ensure that response management plans are in place Syndicate offers across ibm.com
Engage & Nurture
Optimize search words, content placement and types of offers to increase engagement
Data-driven analysis by brand, programs and countries improves conversions
© 2011 IBM Corporation12
Digital Marketing Overview – IBM Software – Michael Slebir
Use Virtual Event Platform to extend major events to help IMTs to improve responses Debuted IBM Software Forum in November 09 as a key online destination.
Expand to all programs and WW and anticipating significant contribution uplift.
Engage & Nurture
2010 Achievements
In Q2, IBM Software Forum will integrate with the IBM Virtual Platform,
Software Forum will be integrated into ibm.com/software and social media communities
1H ’10: Lotusphere, Pulse, Impact, Innovate Virtual Experiences plus various C-T-Y and IMT events
2H ’10: IOD Virtual Experience plus various C-T-Y and IMT events
Use Virtual Event to drive more responses
Virtual Show
© 2011 IBM Corporation13
Digital Marketing Overview – IBM Software – Michael Slebir
Since 2006, progressive deployment of Live Chat to Web sites Continue aggressive live chat geography expansion Increase LivePerson Live Chat pipeline and revenue growth
Convert to Leads
Objectives Expand into select markets
globally
Team with Sales to identify opportunities for raising Live Chat win rate
Drive actionable marketing insight through LivePerson chat transcript analysis and operational metrics
Drive deployment of trailing dynamic chat capability to enhance customer experience and widen the funnel for qualified leads
Establish Customer Exit Survey to measure and improve visitor chat experience
Promote Live Chat consistency through best practice sharing in the IMTs
LivePerson LiveChat
© 2011 IBM Corporation14
Digital Marketing Overview – IBM Software – Michael Slebir
Geo Digital Marketing
© 2011 IBM Corporation15
Digital Marketing Overview – IBM Software – Michael Slebir
SWG Geo Digital Marketing Mission
• Audits (country site projects) – pre-audit/recommendations, Site clean-up, alignment of Geo footprint, SEO, Web Marketing.
•Web Presence - Build and manage basic site architecture and content, document requirements and processes
• Search programs - Plan and manage the implementation of Geo Search Engine Optimization.
• Offer management - Define and manage Web merchandising.
Team objective is to build the Geo Web Presence base for improving Web performance.
Global Missionand Community
© 2011 IBM Corporation16
Digital Marketing Overview – IBM Software – Michael Slebir
Web Content and Offer Strategy5 Step Plan to Lead Generation
Organic Paid
1234
OTM
N/R
Follow-upEmail
R
Newsletter
100% Visibility in Search Engines
Superior web experience Aligned back-end systems
1. Ensure pages are optimized and fix Search problems on the web pages when identified.
2. Ensure registration offers are on all of the pages
3. Enable Text Chat & Contact Me
4. Ensure tracking is in place
5. Response Management
© 2011 IBM Corporation17
Digital Marketing Overview – IBM Software – Michael Slebir
Three Part Approach to Search
Integrate and
Align
Organic Search
Search Yield
Paid Search
© 2011 IBM Corporation18
Digital Marketing Overview – IBM Software – Michael Slebir
Web Audits and Key Performance Indicators
Web Audits– initial audit, focusing on Web
Presence, Search, Offers, – Key Peformance Indicators – Metrics and analysis to benchmark
and track the contribution of the site to business development and recommend improvements
• Web Presence • Search• Offers • Response Management• Overall performance
Actions:Web Presence
SearchOffers
Performance CheckpointsActions:
PerformanceImprovements
Web Audit (Deep Dive)
Web Audit Cycle
End to End Performance Focus
Search Content Offers Responses Overall
© 2011 IBM Corporation19
Digital Marketing Overview – IBM Software – Michael Slebir
Challenges and Opportunities
© 2011 IBM Corporation20
Digital Marketing Overview – IBM Software – Michael Slebir
Direct Results
2004-2009 2010-2015
Experimentation
Value: Web as a promotional vehicle
Primary Goals: Trial a new media concept, gain eyeballs, build brand and drive awareness
Measurements: Cost per impression
Marketing Tactics:– Branding – buttons,
banners– E-mail – newsletters, list
rentals
1996-2003
Value: Web as a direct results platform
Primary Goals: Drive traffic and lead generation
Secondary Goals: Thought leadership and branding
Measurements: CPL, CPC, brand measurements confirmed through surveys
Marketing Tactics:– Search ads– Lead generation – white
papers, webcasts – Branding - IMUs, larger
units, microsites– E-mail – list rentals
Value: Web as a relationship management platform
Primary Goals: Engaging prospects and customers outside of their Web site
Secondary Goals: Lead generation, drive traffic, thought leadership and branding
Measurements: Cost of sales, customer retention, brand penetration and measurements from direct results stage
Marketing Tactics:– Vendor communities– Two-way ads– Messaging connections
using trigger marketing– Successful tactics from
direct results stage
Relationship
Evolution of Digital Marketing
Source: Toolbox
© 2011 IBM Corporation21
Digital Marketing Overview – IBM Software – Michael Slebir
http://techtarget.2009mediaconsumptionreport.sgizmo.com/http://techtarget.2009mediaconsumptionreport.sgizmo.com/
96% of IT buyers said they frequently or always use search, with nearly 2/3 saying search is always part of the buying processSource: Google/TechTarget, 2008 (n=2200)
96% of IT buyers said they frequently or always use search, with nearly 2/3 saying search is always part of the buying processSource: Google/TechTarget, 2008 (n=2200)
Search: Intersecting the Customer Demand
© 2011 IBM Corporation22
Digital Marketing Overview – IBM Software – Michael Slebir
Over 90% of the technology prospects go online to find information before a purchase decision
Peer opinions matter the most in the technology buying process. (Source Forrester)
40% of B2B buyers are advocates (Source: Zuberance)
70 % of IT professionals actively participate in work-related online communities. (Source: e-Marketer)
This is not about B2B or B2C anymore
Welcome to the C2C era
Social Media : It’s a revolution in the way we live, buy and sell….
Social media represents a fundamental shift in the way we communicate and inform decision making.
Social media revolution
© 2011 IBM Corporation23
Digital Marketing Overview – IBM Software – Michael Slebir
2/Listen to your audience
3/ WHO:
Target your audience
Understand digital behaviors
Develop social media map
Identify needed experts
4/ WHERE: Environment
WHAT: Experience
Select appropriate social media
networks, tools, and content
5/ HOW: Deployment: Empower
Consumer advocacy (Participation)
Identify available/required assets
And resources for participation in
the most relevant conversations.
Train the experts
6/RESULTS: Measure those things that will best help you determine the impact of your involvement and participation
1/ WHY: Establish your core business objectives
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7/Maintain the relationship
Social Media Marketing Adaption in B2B
Source : Todd Watson and Delphine Remy-Boutang
© 2011 IBM Corporation24
Digital Marketing Overview – IBM Software – Michael Slebir
New Developments: Challenges and Opportunities
Search
Social Media
Mobile InternetService
Cloud
Google-ability
ExpertiseAnd Eminence
ExperienceRelationshipAnd KnowledgeSharing
BusinessOpportunity
© 2011 IBM Corporation25
Digital Marketing Overview – IBM Software – Michael Slebir
How Can You Get Involved
• Build your profile on Social Media Sites
FacebookLinkedinViadeo
• VisibilityMake sure the right information is showing up in Search Engines there and is visible
• Expertise and EminenceDevelop your expertiseParticipate in discussionsShare your Knowledge
• Keep abreast of technology and its business opportunities
© 2011 IBM Corporation26
Digital Marketing Overview – IBM Software – Michael Slebir
Further Reading and Sources:
The Big Switch: Rewiring the World, from Edison to Google by Nicolas Carr
Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff
The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition by David Meerman Scott
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition) by Mike Moran and Bill Hunt
Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations by Amy Shuen
Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug
Gerry McGovern newsletter http://gerrymcgovern.newsweaver.ie/1obaxbarx2j1ejp81sshlo?email=true
« Turbo » Todd Watson’s blog
http://turbotodd.wordpress.com/
Delphine Rémy-Boutang’s blog
http://delphrb.wordpress.com/
© 2011 IBM Corporation27
Digital Marketing Overview – IBM Software – Michael Slebir
Contact Information
Michael Slebir,
Web Marketing Manager, IBM Software
Linkedin:http://www.linkedin.com/in/michaelslebir
© 2011 IBM Corporation28
Digital Marketing Overview – IBM Software – Michael Slebir
Backup
© 2011 IBM Corporation29
Digital Marketing Overview – IBM Software – Michael Slebir
What is Search Marketing?
Organic (Natural) Search
Paid Search
Search optimization: organic or natural search within crawler-based engines
Search advertising: paid or sponsored listings
Visitors view their results for an average of 6.3 seconds before clicking on a link. 6.3 seconds is just enough time to scan the first three results and the top two ads.
Visitors view their results for an average of 6.3 seconds before clicking on a link. 6.3 seconds is just enough time to scan the first three results and the top two ads.
© 2011 IBM Corporation30
Digital Marketing Overview – IBM Software – Michael Slebir
Focus areas for SEO
On-the-pageBasic SEO: Making the contents of your Web Page more attractive to search spiders and human audience.Top-left-down strategy
Off-the-pageLinking strategyPaid SearchSocial Media Marketing intersection with search
Under-the-pageInfrastructure concerns such as URL structure, redirects, and templates
On-the-pageBasic SEO: Making the contents of your Web Page more attractive to search spiders and human audience.Top-left-down strategy
Off-the-pageLinking strategyPaid SearchSocial Media Marketing intersection with search
Under-the-pageInfrastructure concerns such as URL structure, redirects, and templates
© 2011 IBM Corporation31
Digital Marketing Overview – IBM Software – Michael Slebir