No Mercy – NMIMS, MumbaiAbhishek Goyal | Mohit Gaur | Ravinder Kumar | Tushar Nayanam

IMI Launchpad ‘14

Agenda

Competitor Analysis

Best Industry Practices

Marketing Campaign

LinkedIn Strategy

Next Gen Idea

Thought Leadership

What is it ?• Thought Leadership is delivering the answers to the

biggest questions on the minds of your target audience.

• Content that is recognized by others as innovative, covering trends and topics that influence an industry.

• Important in B2B context because of the complexity and length of the decision-making process

• Thought Leadership can come from any source – executives, customers, product managers, designers, customer service reps, sales people.

Benefits• Thought leadership start with brand affinity. You allow

your audience to get to know and position your company as an industry leader.

• Thought leadership pieces are published in various channels which brings readers into the social audience.

• Google seems to be rewarding, above all, quality content and TL content offers high value to the readers. Thus SEO optimization becomes easy.

How does a thought leader influences people ?

Competitor Analysis

• Monthly publications• “Centre for the Edge” in Australia, China, Netherlands, and

United States• Centres promote recognition of industry sector leadership and

enhances client and target relationship

Deloitte ITSMA Diamond Award in 2012

• “RedBooks” Installation and implementation experiences, typical solution scenarios

• “Redpapers” Shorter technical papers that are only available on the Web

• Sector specific conferences such as Automobile, Banking for showcasing technical domain expertise

IBMITSMA Diamond Award in 2010

• Green IT Thought Leadership• Company experts discuss the benefits of green initiatives,

alternative sources of energy, virtualization and energy-efficient devices

• Publications on Green IT' Briefings

InfosysITSMA Gold Award

in 2013

Analysis of Competitors

• Platform for C-level executives to interact, share thoughts and experiences around the changing role of IT

• “IT Insights” Magazine

British Telecom

ITSMA Gold Award in

2012 • Focus on SMAC (Social, Media, Analytics, Cloud)• Digital Security Labs : Innovative security solutions using the latest and

the best technologies• “Centre of Excellence” for intellectual properties and best practices

CognizantITSMA Gold

Award in 2011

• Consulting thought leadership about Digital transformation in conjunction with MIT

• Digital Transformation Review magazine• Creation of Digital Transformation Research Institute

Capgemini ITSMA Gold

Award in 2010

Best Practices- CIO Straight Talk Country Specific

• Panel discussions on futuristic IT trends• CIOs and Faculty from Premier academic institutes would be panel members • IITs in India; MIT, Stanford in USA; Cambridge, Oxford in UK

Categories in Website- CIO Toolkit • IT Strategy• E-Business• IT Governance• Enterprise Architecture• IT Sourcing

These groups will serve as interest based

groups

Whitepapers•Include CIO white papers on website from the members to serve as a guide• Leveraging existing library of HCL white papers on CIO straight talk website to strengthen leadership of HCL

Recommendations for the Website

• Complete profile of CIOs on the website including their twitter handle and blog name • Choice of selecting articles on the basis of most read, most shared, most commented and latest • CIO Store: Online course and Certifications on IT Strategy, IT Governance, E-business and Enterprise Architecture• Additional dropdown for Company name and designation apart from Author’s name dropdown•Provision of rating the articles on the website by registered members

Green IT Thought Leadership: Publications on Sustainability based IT enabled solutions and Energy efficient methods of deploying IT infrastructure

Podcasts: Weekly podcasts for on the transit consumption. Video Interviews : Monthly video interviews of CIOs with maximum number of article submissions

Focus on whitepapers and podcasts which have better Technology aspects and minimal focus on products for generating better quality of insights

Mailing List Subscription for sending updates about newly published articles & Suggest relevant articles on the basis of reading history

*Bloom Group report on Thought Leadership, 2010Channel

Not Problem Solving

Product Orientatio

n

Length & Misleadin

gWebcasts Moderate Highest ModeratePodcasts Highest Lowest LowestIT Videos Moderate Moderate Moderate

White Papers Lowest Moderate Highest

Best Practices- CIO Straight Talk

0% 20% 40% 60% 80% 100%

Whitepapers

Webcasts

Podcasts

IT Videos

Not problem solving focused

Product Orientation

Technical discussion

Misleading title

Too long

Never disappointed

Leveraging Podcasts channel• Use of free Podcast tools like Odigo where bloggers can turn

their readers into listeners. Odigo transforms your blog posts into high quality and ad-supporting broadcasts.

• Collaborating with The New York Times Tech Talk for featured podcasts

• Communities support multiple contributors podcasting through simplified processes, and without having to host their own individual feeds

@ciostraighttalk @ciomagazine

@ciostraighttalk @ciomagazine @ciostraighttalk

Best SEO Practices for Straight Talk

Keyword Straight Talk Position First Result Keywords Optimized

CIO Talk 2nd Pagehttp://

www.CIOtalkradio.com/CIO training, role of CIO, CIO today, CIO information, CIO technology, CIO podcasts, CIO podcast

CIO Communi

tyNot in first 5

pageshttp://

www.CIOcommunity.org/CIO, CTO, CDO, CMO, mobile, cloud, mobile social, big data, BYOD, apps, applications, storage

CIO Magazine

Not present in the first 5

pageshttp://www.CIOinsight.com/ Enterprise, technology news, opinions

CIO Blogs Not present in

the first 5 pages

www.CIO.com/blogs CIO, CIO blog, Chief Information Officer, IT Strategy, IT Strategies

CIO Whitepap

ers

Not present in the first 5

pages

http://www.tcs.com/resources/white_papers/

Pages/Perspectives-Volume-3.aspx

Consulting, IT innovation, Enterprise collaboration, Enterprise 2.0, IT Strategy, IT efficiency, Business Intelligence, Corporate Culture, Business IT Alignment, Cloud Computing

Marketing Campaign

Focus Areas for Marketing CampaignArticles, Videos, Webinars, Podcasts, Events & ConferencesContent

Consumption• Figure out what & from where they read i.e. understand how they consume • Understand what they follow & accordingly Build Marketing Strategy

Rich content backed with dataBuild Library of Material

• Convert your work from one format to another (i.e. a blog post to a video/summary of a report into a podcast)

• Better than creating fresh content always and integrate all channels of communications

Engage InfluencersBe-Proactive• Look for new avenues and ways to engage the G2000 business and IT leaders

Events&

Research Consortiu

m

Publications White Papers, Journals,

Reports, Webinars

Traditional Marketing Tools Blogs, Website, Magazine

SignificanceHigher class of material – aimed to ensure company’s association with a given service or issue. There’s much less of this around, because it’s much harder to produce

Go-to-Market StrategyCategory Specific publications – e-Business, Enterprise Architecture, IT governanceOpen participation in webinars & communicating via social media e.g. Twitter & LinkedIn

SignificanceActive engagement, guiding & co-creating unique content & perspective—backed by both results, conviction and authority Go-to-Market StrategyShort videos of past events, conferences and research methodology to be shared on social media and company channels showcasing rich content to G2000 leaders

Content Consumption

Interactive Content

SignificanceConstant Brand Reminders - To keep a firm in its clients’ minds and to demonstrate that firm has expertise in a given field

Go-to-Market StrategyBlogs – Awareness via influential bloggers networkWebsite – SEO optimization for better online visibility, subscription based service for trial periodMagazine – Academic and corporate collaboration for rich content generation

Library of Material & Proactive Approach

SignificanceCreation of high quality content, creating a comprehensive repository

Go-to-Market-StrategyInviting content from IT leaders & Recognizing them for contribution, Share it on online & offline

channels

StraightTalk Library– “Create, Share, Empower”

StraightTalk Proactive - “Where Leaders Co-Create”

StraightTalk DiariesStart a concept of experience sharing in form of publishing diaries

Retired and existing leaders to share Problem Solving cases and troubleshooting challenges in their careerSocial Media

Weekly Talk – Open a theme for discussion on linkedIn – members can share articles, views on latest topics,

Final discussion to be closed by a successful domain expert e.g. Data Analytics in HospitalsReferrals

Encourage current community members to bring more IT leaders of tomorrow through referral program

COMMUNITY

EVANGELISM

CONSIDERATION

VALUE REALIZED

AWARENESS

LOYALTY

ACTION

Thought Leadership – Engagement & Metrics

PROSPECTS

CUSTOMERS

Development Around Industry - On Site & Off Site engagement

Events, conferences, blogs, targeted emails & Discussion forums

Webinar, White Paper, Key publication

Community Membership, Step by Step “How to” guides, Training videos

Sharing of Best Industry PracticesSuperior business performance by

increased Contribution & Involvement in communityReferrals, Creating Content &

Recognition

Need for programmatic approach to thought leadership versus executing a series of webinars or events

by• Creating a thought leadership index score

• Measuring key webpage visits, email CTR, video views, webinars attendance, filling out a form for white papers, etc

• Engagement graph

LinkedIn Group : Closed or Open ?

Closed. (Members only group) Least moderation required due to reduced spam Exclusivity in LinkedIn groups brings supremacy which directly signifies the level of importance a community holds Quality content guaranteed Information in a closed group is not indexed by the search engines; helps in providing confidentiality to the member’s opinions Authentic discussions and value-added insights in these groups help successfully build more thought leaders.

LinkedIn Strategy

Increasing Member’s Engagement on LinkedIn

Use LinkedIn polls application to get feedback from members on how the group features and functionality could be improved

Help members in connecting outside of LinkedIn through local chapter meets, arranging a dinner or meet at an industry conference

Enable members promote their service offerings through LinkedIn subgroup facility & not directly spam/fill the group

Facilitating knowledge sharing sessions among members via Webinar, Video Conferencing, Conference calls

Formation of research groups funded by large organizations

Positioning CIO Straight Talk LinkedIn community among our target audience

LinkedIn Strategy

Product

People

Promotion

Award winning global CIO engagement platform i.e ITSMA Diamond Award in “Excellence in thought leadership”

Connect with the IT leaders, get access to rich knowledge and know best practices across the globeLinkedIn community complemented by other channels like Magazine, Industry events, Webinars etc.CIOStraightTalk LinkedIn community has the distinction of maximum percentage of director level and above IT professionals viz-a-viz other CIO communities.

Digital community of 1700+ leaders on LinkedIn

Channelizing LinkedIn community promotions through industry opinion leaders and influencers like GH Rao, President, Engineering and R&D Services, HCL Technologies

Run targeted ads within LinkedIn to promote the group

Increase CIO participation in the Magazine

Awards and recognition for the best articles in 3 categories I. Influential II. Innovative III. Intellectual

Devising content themes around latest technological trends and help CIO’s keep updated with latest developments

Increasing frequency to quarterly magazine editions instead of annual and bi-annual editions

LinkedIn Strategy

Speaker - Theoretical + Practical Fusion Bringing academia experts (from prestigious institutions like IITs, MIT, Harvard, Oxford) & corporate experts (from leading

technology providers) together in various events and webinars targeted at building domain knowledge in a closed settingAttendee – Word of Mouth

Association with academic and research institutions for inviting attendees and leveraging on their professional network through word of mouth

Improving speaker and attendee profiles in events and webinars

Functional•  Driving operational excellence • Driving the shape of IT

infrastructure • Driving applications portfolio, your

sourcing and partner strategy

The BIG IDEA – “CDO”Being a CIO does not mean you are the “Chief Digital Officer” by default

Business Transformation• Sitting & strategizing with CXOs • Mapping out business plans• Turning B-Plans into  IT

roadmaps and investments

Why a CDO?• The era of big data and analytics has arrived, and

with it a new leader is emerging—the Chief Digital Officer, or CDO.

• High performing organizations realize the need for an executive business leader to across the C-suite to accelerate innovation and transformation.

• Increasing importance of enterprise digital assets• Understanding impact of new digital technologies

and business models • Sharing that knowledge with stakeholders• Such innovation can then be injected into new

products and business approaches

Digital doesn’t just transform IT, it transforms the whole business

BackgroundStrategy Planning & Business Development

RolesMarketing & e-Commerce Specialists

Handful have background in IT Leadership

2050 IT leaders18% i.e. 1 in 5

act as organization’s CDO

2013 Gartner CIO

Survey

Since Jan’13200+

CDOs have been appointed

CIORoles

CDO Talent Map

• Chart Includes all those who currently hold or previously held title for CDO at major organization for atleast 1 year

• YoY increment in number CDOs worldwide is 100%

• The figure to triple by end of 2014 since more CDO’s will be taking on the CDO role as well

Top 10 Countries with most CDOs

Leapfrog to Top League

CDO straight talk – Straight Talk Brand Extension

Next Generation Thought Leadership Program

CDO

CTOCIO

Benefits

• More companies revising their vision for Digital – it being a ubiquitous Channels

• Existing Community for CDO’s : CDO Club (http://cdoclub.com/)

• CDOs are well-seasoned, veteran, professional leaders and business builders with digital DNA who have P&L responsibility and backgrounds in General Management

Give Straight Talk a complete vision to be a leading next generation community in thought leadership

Increased network of C-Suite executives, IT leaders and a better global outlook

Differentiating factor – Stand out from current thought leadership communities

Guidance and opportunity for CIOs to enter a whole new career path for themselves - organizations where the leadership hasn’t taken a decisive view on where the accountability for digital should lie

“High Demand and Low Supply” of digital talent –Help the community understand the ways and means to groom digital talent

Targeting CDOs conferences and Strategy Summits which features current CDOs from different sectors.

THANK YOU