Evento Marketing & Social Network @UniLUISS (27_10_2011)

Social Media & Co.L'esperienza diretta di IBM (ed altri spunti di riflessione...)

Alessandro ChinniciEnterprise 2.0 & Social Business Consultant – IBM Italia

© 2011 IBM Corporation

La progressiva trasformazione

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La situazione attuale

426k+ dipendenti

170 Paesi

2,000 Sedi

125+ acquisizionidal 2000

55% dei dipendenti con meno di 5 anni

di esperienza

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Marketing – Sales – Customer Service

HR - R&D

Interno (Intranet) Esterno (Internet)

Social Mkt Presence/contactsRegistrationCommerceSocial businessData/CollectionMetrics

Social innovationInnovation channelInnovation productActive listeningLead generation...

Social Go To MktDistribution ops.Partners/FranciseesCollaboration prog.Feedback...

Social WorkplaceIntegrated WorkplaceApps, ProcessCommunitiesProfi lesExperts

Noi

Social Media

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© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

© 2011 IBM Corporation

Move from telling people about a Smarter Planet…

…to helpingpeople

experience a Smarter

Planet

© 2011 IBM Corporation

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

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

Fonte: IBM Institute for Business Value - IBM 2011 CMO Studyhttp://www.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html

Insights from theGlobal Chief MarketingOfficer Study

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Expected level of complexity and preparedness to handlePercent of CMOs responding

31%complexitygapFeel prepared for

expected complexity

48%

Expect high/very high level of complexity over 5 years

79%

Fonte: IBM Institute for Business Value - IBM 2011 CMO Study

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

Il punto di vista dei CMO

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Fonte: IBM Institute for Business Value - IBM 2011 CMO Study

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

Global ItalyNeed for change to deal with data explosion

Percent of CMOs indicating high/significant need

Invest in technology

Understand analytics

Collaborate with peers

Validate ROI

Address privacy

Integrate insights

Rethink skill mix

73%

69%

65%

64%

52%

49%

28%

79%

62%

73%

54%

57%

37%

20%

Il punto di vista dei CMO

© 2011 IBM Corporation

Fonte: IBM Institute for Business Value - IBM 2011 CMO Study

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

Social media

Mobile applications

Content management

Tablet applications

Single view of customer

Collaboration tools

Predictive analytics

Search engine optimization

Reputation management

Campaign management

Score cards/dashboards

E-mail marketing

Customer analytics

CRM

Global ItalyPlans to increase the use of technologyPercent of CMOs selecting technologies

82%

81%

81%

80%

73%

72%

70%

68%

66%

63%

62%

61%

56%

46%

79%

84%

83%

87%

76%

80%

62%

70%

72%

63%

59%

45%

42%

49%

50% 50%

Il punto di vista dei CMO

© 2011 IBM Corporation

Global Italy Barriers to using technology in marketing Top 5 selected by CMOs

Lack of ROI certainty

Cost

Tool implementation issues

Lack of IT integration with organization

Lack of marketing and IT alignment

Lack of IT skills

Lack of skills of (potential) users

Lack of technological ownership in marketing

Ease of use

Reliability

61%

72%

47%

43%

45%

25%

46%

34%

37%

18% 15%

22%

50%

40%

35%

54%

53%

38%

51%

69%

Business caseIT related

Marketing relatedIT and marketing relatedUsability

Fonte: IBM Institute for Business Value - IBM 2011 CMO Study

Il punto di vista dei CMO

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“In today’s digital world, it’s never been more

important for the chief marketing officer and chief

information officerto work together.”

- Ad Age

“The new, more consumer-oriented business models of the social revolution require tighter

and deeper relationships between business and technology leaders.”

- R. “Ray” WangConstellation Research

© 2011 IBM Corporation

I social media nelle storie di successo

PUBLIC

CORPORATE

INTERNAL

‘Public’ networks and tools3rd party media; audience is broader: prospects

‘Corporate’ networks and toolsBranded, audience is more targeted: prospects, customers

‘Internal’ networks and toolsParticipative audience: employees, partners

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