© 2011 ibm corporation digital marketing – ibm software ibm software

© 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


Digital Marketing Overview


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)


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


IBM Software Digital Marketing Strategy


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


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


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



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



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



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



Geo Digital Marketing



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



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



Three Part Approach to Search

Integrate and

Align

Organic Search

Search Yield

Paid Search



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



Challenges and Opportunities



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



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



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



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

23

7/Maintain the relationship

Social Media Marketing Adaption in B2B

Source : Todd Watson and Delphine Remy-Boutang



New Developments: Challenges and Opportunities

Search

Social Media

Mobile InternetService

Cloud

Google-ability

ExpertiseAnd Eminence

ExperienceRelationshipAnd KnowledgeSharing

BusinessOpportunity



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



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/



Contact Information

Michael Slebir,

Web Marketing Manager, IBM Software

[email protected]

Linkedin:http://www.linkedin.com/in/michaelslebir



Backup



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.



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 corporation digital marketing – ibm software ibm software

Documents

ibm software forum

ibm volume

push marketing

marketing asset

digital strategy slide

lead slide

information slide

swg web offers