1. Role of Journalism in Content MarketingAndrew Grill Partner Social Business, IBM @AndrewGrill 2013 IBM Corporation

2. Role of Journalism in Content Marketing 2013 IBM Corporation 3. Role of Journalism in Content Marketing 2013 IBM Corporation 4. Role of Journalism in Content MarketingSocial media is just like real life! 2013 IBM Corporation 5. Role of Journalism in Content Marketinglc.tl/cbp 2013 IBM Corporation 6. Role of Journalism in Content Marketing 2013 IBM Corporation 7. Role of Journalism in Content Marketing 2013 IBM Corporation 8. Role of Journalism in Content MarketingCustomer Decision Journey - oldJune 2009 issue of McKinsey Quarterly, David Courtlc.tl/cdj 2013 IBM Corporation 9. Role of Journalism in Content Marketing 2013 IBM Corporation 10. Role of Journalism in Content MarketingCustomer Decision Journey - newThe loyalty loop exists as a result of the social channel June 2009 issue of McKinsey Quarterly, David Courtlc.tl/cdj 2013 IBM Corporation 11. Role of Journalism in Content MarketingMuch has changed since 2004: digitization has given customers far more clout and transformed their expectations2004Focus on cost reduction to deal with increasingly global competition2008Business models evolve to enable external partnerships and collaboration2014The digitally active customer moves to the top of the C-suite agendalc.tl/csuite 2013 IBM Corporation 12. Role of Journalism in Content MarketingCEOs say customers come second only to the C-suite in terms of the strategic influence they wield Voice in the board: key influencers on business strategy 78%C-Suite55%Customers53%Board of Directors 44%Corporate strategy function Non-executive senior leadership Key external business partners Parent company26% 25% 23%Source: Question CEO1Who has the most influence on your strategic vision and business strategy?; n=884 [CEO only] 2013 IBM Corporation 13. Role of Journalism in Content MarketingCMOs plan to put the components of a broad digital strategy in place throughout the organization Digital ambitions CMOs 16%87%Integration of crosschannel touchpoints83%13% Analytics to capture customer insights20%78%Social networks to foster collaboration13%73%Workforce aligned to opportunitiesToday 35 Years11%69%Digitally enabled supply chain Source: Question CMO1To what extent have you activated the following digital strategy components in your organization?; n=430 to 468 [CMO only] 2013 IBM Corporation 14. Role of Journalism in Content MarketingLack of a cohesive social media plan is the biggest barrier to doing more in the digital space Challenges to implementing a digital strategy Lack of a cohesive social media plan63%Competing priorities or initiatives54%Difficulty measuring investment returns52%Legal and security concerns38%Lack of appropriate technology37%Lack of leadership support Concerns about inappropriate use28% 16%Source: Question B5Which of the following are the most significant challenges to implementing a digital strategy within the enterprise?; n=2,998 2013 IBM Corporation 15. Role of Journalism in Content MarketingCxOs intend to interact digitally with customers to a much greater extent in the future Customer interaction channels 52%69%Digital88% more 80% Face-to-face 70%57% Call centers 48% 45% Traditional media 24%Today35 YearsSource: Question C6What are the three most important channels your enterprise will leverage to engage and interact with customers?; n=2,987 2013 IBM Corporation 16. Role of Journalism in Content MarketingCxOs arent 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 enterpriseAs 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 extentCIO, Retail, Turkey54% Large extent Some extent Limited extentSource: Question C4How much influence do your customers have on your enterprise today?; n=2,909 2013 IBM Corporation 17. Role of Journalism in Content Marketingkred.com 2013 IBM Corporation 18. Role of Journalism in Content MarketingDownload the IBM study from lc.tl/csuiteIBM Institute for Business Value IBM Confidential 2013 IBM Corporation 19. Role of Journalism in Content Marketing 2013 IBM Corporation