Evento Marketing & Social Network @UniLUISS (27_10_2011)
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Transcript of 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
© 2011 IBM Corporation
La situazione attuale
426k+ dipendenti
170 Paesi
2,000 Sedi
125+ acquisizionidal 2000
55% dei dipendenti con meno di 5 anni
di esperienza
© 2011 IBM Corporation
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
© 2011 IBM Corporation
© 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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
“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
© 2011 IBM Corporation
http://www.youtube.com/playlist?list=PL1803C23B0AD4E9C1
© 2011 IBM Corporation