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: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg

@chris_carlsson

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

*DISCLAIMER

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

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

Source: http://www.baldheretic.com/pics/travel/denmark/bhkroner.jpg

A good old classic: Porters 5 Forces

Rivalry: Who are competitors?

Competitive advantage?

Bargaining power of suppliers

Bargaining power of customers

New entrants: How likely?

Who? What advantage?

Threat of substitutive products (radical technical

change, change in consumer behavior)

Denmark 3Q2012

http://markedsforing.dk/artikler/bureauer/markedet-faldt-med-12-procent?utm_source=apsis&utm_medium=email&utm_content=unspecified&utm_campaign=unspecified

92%

Individuals drive trust & credibility

Source: Nielsen (2011)

Who do we trust?

Source: Edelman (2012)

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: http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/

The competing paradigms

The Google Paradigm

The Facebook Paradigm

“The Trust Paradigm”

The Integrated Digital Plan

The Integrated Digital Plan

Google+

Pinterest

Other Other

New things will always come...

Source: http://www.backgroundpictures.org/p/space/horizon_2.jpg

“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, http://www.biznology.com

Informs our strategy as well

Rivalry Bargaining power of

suppliers Bargaining power of

customers

New entrants

Threat of substitutive products

Generation C

The Google Paradigm

The Facebook Paradigm

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

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

For us, this means...

Bridging the Content Gap

Source: Digital Body Language, ” The Content Gap - Lead Nurturing and Content Creation” http://digitalbodylanguage.blogspot.com/2009/12/content-gap-lead-nurturing-and-content.html

Content gap

Shifting our focus

Source: http://mashable.com/2012/10/15/ibm-content-social/

“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

Shifting our focus

Source: http://mashable.com/2012/10/15/ibm-content-social/

But this also means, it is no longer limited to Marketing or Communications

Source: IBM (2010)

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

Use our second most valuable resource

Don’t have 1 person do 100%.

Have 100 people do 1%.

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

Social Guidelines

Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/

Personally responsible…

Identify your self…

Respect copyright…

Respect your audience…

Don’t pick fights…

Try to add value…

……………

bit.ly/p7MTaF

From To

A true Social Business enables their experts in the context of their strategy and

go-to-market programs #sbdk #socbiz @sfemerick

Enabling experts in context of our strategy

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

Social Business Manager w/ Domain Knowledge

420 Followers

790 Tweets

3,058 Mentions

Content Activation Plan

SMEs

Monitoring &

Engaging

Coordinated Dialogue

54 Comments

3,000 Clicks on

bit.lys

Videos &

whitepapers

most popular

Target Site List

180 Retweets

Owns

6 lists

Listed 43 times

603 Following

BUs PR / MR

Reach Engagement

Amplification

Conversions

Unifying Measurement Framework

*source= Unica Netinsight

Traditional Digital marketing Experts digital

engagement

4% 12%

16% 44%

Conversion rate

Reach and amplification

Call to action

Lead

Early results: SME compared to other Tactic Results*

Source: Susan Emerick, IBM (2012)

...

Source: http://www.baldheretic.com/pics/travel/denmark/bhkroner.jpg

Recent example

Expert-in-the making

Follows a Business Development

Executive

Proactively engages; dialogue

Coffee and discussion

Talking to a competitor

Bringing out the Expert

Sharing is caring

Time (4 weeks)

...?

...?

Workshop

Trust Online

Offline

It’s a fine balance and we must be careful

Source: Trustworthiness Analysis: Radius Kommunikation http://www.kommunikationsforum.dk/artikler/trovaerdighedsanalysen-2012 (Epinion, 1021 Danes age 18-65)

Trustworthiness Analysis 2012 Trust vs. “un-trust”

Objective / Goal / Agenda

Faking

Misconception what ”trust” is, Klout, etc., playing around with influence

Challenge: CEOs get social (or...?)

Source: Forbes.com and IBM CEO Study (2012)

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.

ibm.co/ceostudydk

Challenge: Socialsemantic 2012

Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012

“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.”

socialsemantic.eu

Challenge: CMO under-preparedness

bit.ly/cmostudy2011

88%

Source: IBM (2011)

Challenge: CMO under-preparedness

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

What could you do

Advisory Role

”Domain Extended Network”

Social CRM

Advisory Role

Point us in the right direction

We want to speak to Experts as well

Help us change our behavior

Source: http://hobby-survival.blogspot.dk/2011_01_01_archive.html

”Domain of interest”

“Domain Extended Network”

Your Network

Other Network

Other Network

”Domain of interest” ”Domain of interest”

Other Network

Network

”Domain of interest”

Social CRM / Listening / ...

Your Network

Other Network

Other Network

”Domain of interest” ”Domain of interest”

Other Network

Influencers

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

”Domain of interest”

Social CRM / Listening / Intelligence / ...

Your Network

Other Network

Other Network

”Domain of interest” ”Domain of interest”

Other Network

Prospects

Why not?

Expert-in-the making

Follows a Business Development

Executive

Proactively engages; dialogue

Coffee and discussion

Talking to a competitor

Bringing out the Expert

Sharing is caring

Time (4 weeks)

...?

...?

Workshop

Trust Online

Offline

Source: “Singer” http://www.poppyvalentine.com/sewing-machine-lessons-norwich-norfolk/

Stitch things together

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!

Finding the right balance

Source: http://commons.wikimedia.org/wiki/File%3ABalance_scale_IMGP9728.jpg

Challenge: CMO under-preparedness

bit.ly/cmostudy2011

88%

Source: IBM (2011)

Don’t be the last wiener on the grill – become a #socbiz today!

vizify.com/christiancarlsson twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53

Source, tables: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

Backup

A Social Business

Social Business ingredients

People

Culture

Behavior

Change Technology

Leadership

Design

Change is fast, and it is pushing boarders

Consistency

Time

Guidelines

Targets

Value (or lack of)

Know how

Tools

Personal

Behavior

Barriers

Culture

Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/

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