Presentatie IBM Nederland door Jelmer Letterie en Kirsten Haver Droeze op Content Club-avond editie 3 (#CC03) Op 14 november 2013 bij IBM Nederland. Thema: Hoe word je (als merk) een Thought Leader? Meer info over Content Club Nederland? www.contentclub.nl Gastheren: Cor Hospes (Tsjee) en Mark de Lange (Beklijf)

1. Jelmer Letterie – External Communications IBM
14/11/2013
Let’s Build
A Smarter Planet
© 2013 IBM Corporation

2. Agenda
1
A Smarter Planet – de strategie
2
A Smarter Planet – de aanpak
3
A Smarter Planet – tot slot
© 2013 IBM Corporation

3. Agenda
1
A Smarter Planet – de strategie
© 2013 IBM Corporation

4. We believe in
progress – that the
application of
intelligence, reason
and science can
improve business,
society and the
human condition
© 2013 IBM Corporation

5. https://www.youtube.com/watch?v=gLlJDUPg-kY
© 2013 IBM Corporation

6. First men on the moon
© 2013 IBM Corporation

7. The IBM personal computer
© 2013 IBM Corporation

8. A new Era of Computing
© 2013 IBM Corporation

9. Something meaningful is happening.
© 2013 IBM Corporation

10. Our world is becoming
INSTRUMENTED
Our world is becoming
INTERCONNECTED
Virtually all things, processes and ways
of working are becoming
INTELLIGENT
© 2013 IBM Corporation

11. INSTRUMENTED
We now have the ability to measure, sense
and see the exact condition of everything.
! Today, there are 1 billion transistors for each
person
on the planet.1
! By 2010, 30 billion RFID tags will be
embedded into
our world and across entire ecosystems.1
Everything will become instrumented:
supply chains, healthcare networks,
cities and even natural systems like rivers.
© 2013 IBM Corporation

12. INTERCONNECTED
People, systems and objects can
communicate and interact with each
other in entirely new ways.
! The internet of people is 1 billion strong.
Almost
one third of the world’s population will be on
the
web by 2011.1
! There will be nearly 4 billion mobile phone
subscribers worldwide by the end of 2008.1
The Internet of things—cars,
appliances, cameras, roadways,
pipeline, pharmaceuticals and even
livestock—is headed to 1 trillion.
© 2013 IBM Corporation

13. INTELLIGENT
We can respond to changes quickly and
accurately, and get better results by predicting
and optimizing for future events.
! Every day, 15 petabytes of new information are
being
generated. This is 8x more than the information in
all U.S. libraries.1
! An average company with 1,000 employees
spends $5.3 million a year to find information
stored on its servers.1
New computing models manage the
massive amounts of data generated by
the proliferation of end-user devices,
sensors, and actuators. Combined with
advanced analytics, these technologies
are making us smarter.
© 2013 IBM Corporation

14. +
+
=
An opportunity to think and act in new ways—
economically, socially and technically.
© 2013 IBM Corporation

15. Amsterdam Airport Schipol increased baggage handling
capacity by 80%—from 5,000 to 9,000 bags per hour.
The Digital Delta aims to cut costs in water management
by 15 percent.
Instrumented: Sensors track the luggage of connecting
flights, enabling real-time traceability
at all points in the connection pipeline.
Instrumented: Data from precipitation measurements,
water level and water quality monitors, levee sensors, radar
data, model predictions etc.
Interconnected: The solution seamlessly integrates data
from Schiphol’s own systems
as well as from airlines and third-party ground
services providers.
Interconnected: Water data from a wide range of existing
data sources will be integrated and analyzed
Intelligent: By comparing a bag’s location with underlying
routing rules, the airport can identify potential problems and
keep bags from missing their owners’ connecting flights.
Intelligent: Using data visualization and deep analytics,
these insights can help prepare for imminent difficulties,
enabling authorities to coordinate and manage response
efforts.
© 2013 IBM Corporation

16. With Smart-Incar, the City of Eindhoven resolved road
network issues faster, reduced congestion and improved
traffic flow.
The tourism and convention board Amsterdam analyzed
the effects of marketing campaigns and programs on the
city’s tourism industry.
Instrumented: 200 participating cars were equipped with a
device that gathered relevant sensor data - that were
indicators of potholes or icy roads
Instrumented: A free city card shows exactly which
attractions tourists skip, which ones they visit and which
paths they follow to get there.
Interconnected: The automobiles generated a vast amount
of data that was used to improve traffic condition and road
safety.
Interconnected: Statistical analysis paints a holistic picture
of the tourism and convention industry across the city,
integrating and correlating data points from multiple
perspectives.
Intelligent: Raw data from the vehicles highlighted 48,000
incidents over a period of six months, from 1.8 billion sensor
signals. Incidents included heavy rain, black spots,
switching on of hazard lights or fog.
Intelligent: With insight into tourism trends and the patterns
underlying the behavior of more than 4.5 million visitors
each year, ATCB developed more effective campaigns.
© 2013 IBM Corporation

17. What IBM stands for today
Smarter
Transportation
Smarter
Telco
Smarter Oil
& Gas
Smarter Food
Smarter
Healthcare
Smarter
Supply
Chains
Smarter
Public Safety
Smarter
Money
Smarter
Utilities
Smarter Water
Management
Smarter Retail
Smarter
Cities
© 2013 IBM Corporation

18. Agenda
2
A Smarter Planet – de aanpak
© 2013 IBM Corporation

19. A vision that provokes conversations
An opportunity to think and act in
new ways:
We will use the vision to create presence
We will establish an agenda that provokes
conversations
We will drive the conversation to reframe
existing sales pursuits and create new
opportunities
© 2013 IBM Corporation

20. What would your client say…
Is the greatest opportunity for progress today?
Is the smartest thing happening in their industry?
Is the biggest risk their business faces?
© 2013 IBM Corporation

21. Smarter planet is an advertising campaign
© 2013 IBM Corporation

22. Smarter planet is a presidential agenda
© 2013 IBM Corporation

23. Smarter planet is a front-page story
© 2013 IBM Corporation

24. Smarter planet is a career option
© 2013 IBM Corporation

25. Smarter planet is a research objective
© 2013 IBM Corporation

26. Smarter planet is a debate online
© 2013 IBM Corporation

27. Smarter planet is a meeting of minds
© 2013 IBM Corporation

28. Smarter planet is a movement
© 2013 IBM Corporation

29. CHALLENGE: NEW SOLUTIONS, NEW
TARGET AUDIENCES, NEW BUYERS
© 2013 IBM Corporation

30. When leaders think about the
way the world should work,
they challenge the status quo
© 2013 IBM Corporation

31. Challenge the status quo
© 2013 IBM Corporation

32. Surprising ideas
© 2013 IBM Corporation

33. © 2013 IBM Corporation

34. © 2013 IBM Corporation

35. DRIVING EARNED MEDIA
© 2013 IBM Corporation

36. Assets that generate the most engagement have a sense of the
unexpected, are newsworthy or are provocative in nature
Initial characteristics
22 SME interviews
30 secondary
sources
Statistic
Trending
Personal
Unexpected
Passion
Arousal
Newsworthy
Quote
Community
of
Participation
! Utility
! Provocative
!
!
!
!
!
!
!
!
!
‘Winning’ characteristics
Analysis of 500 assets
Unexpected - Includes something
surprising or unusual
“To be widely shared, an asset needs to
offer a view of the world that is somehow
surprising.”
- Ethan McCarty, IBM
Newsworthy - Are you
making news?
64% say news is the type of content
they share most frequently, the most of
any type of content*
Provocative - Contains a
point-of-view that challenges
conventional thinking
“Videos that go viral typically make
a grand proclamation, for example,
the 5x5.” - George Faulkner, IBM
© 2013 IBM Corporation

37. We researched 500 assets to investigate which characteristics,
asset types and platforms generated greater engagement
Top characteristics
Asset type and
characteristics
Platform and
asset type
! 11 characteristics
! 22 expert interviews
! 30 secondary research reports
!
!
!
!
500 individual assets
30,000 comments and 75,000 likes
15 asset types, 11 asset categories
0-2 point scale rating, 11 characteristics
! Performance measured by average comments and
likes
! 2/3rd IBM and 1/3rd external assets/platforms
© 2013 IBM Corporation

38. # Comments
# Comments
# Comments
The research revealed that characteristics that drive
engagement differ by each asset type
© 2013 IBM Corporation

39. Furthermore, the engagement that the assets drive is dependent
on the platforms they are hosted on
© 2013 IBM Corporation

40. However, characteristics alone are not enough. It is imperative to
define goals, target constituencies and influencers.
© 2013 IBM Corporation

41. Paid-Owned-Earned contact strategy
EARNED
6 Juni
18 Juni
PAID
PAID
© 2013 IBM Corporation

42. Paid Media: direct mail
© 2013 IBM Corporation

43. © 2013 IBM Corporation

44. © 2013 IBM Corporation

45. © 2013 IBM Corporation

46. EARNED
Constituencies
•
Innovation
•
Traffic & Mobility
•
Government - General, Cities and Public
safety
2. Build your asset
The Smarter Planet movie was
already created. Video matched with
the video criteria unexpected and
personal.
Example
Tweet – Public Safety
32% of severe accidents in
cities happen on zebra
crossings. 10- year old invents
a solution.
Target: 840 views
3
1
Build your story
We customized the message
per the constituency and per
asset type characteristics.
5. Measure
Determine the platforms
We identified which platforms we
wanted to use to position the
asset.
Example
9 LinkedIn groups
2 blogs
1 community
5 Twitter channels
4
Identify your influencers
We selected the IBM influencers
with a reach to the different
constituencies.
Example
IBMers per constituency
Innovation – Pierre de Wit
© 2013 IBM Corporation

47. EARNED
Paid
Earned
Where the
constituency was
led
Placed a Banner on Financial Daily
(fd.nl) and LinkedIn. Led to the
ibm.nl (IBM Netherlands domain)
Used the ESP Lead to the Youtube Smarter
Planet Movie – Linkedin, Twitter, FB,
External Blogs, Communities
Impressions
1.35 Million Impressions on fd.nl
(96%)
52,000 impression from Social Media (4%)
Views
2600 views on IBM domain
2380 views on Youtube
Engagement
29 Comments /30 Likes
© 2013 IBM Corporation

48. EARNED
And with the ESP approach we were able to have a reach
within the targeted constituencies
TWITTER
Participation per
audience
LINKEDIN
Participation per
audience
LINKEDIN
Participation per group
STATISTICS
• 123 Tweets; 29 ReTweets
• Maxium impressions: 34,008
• Estimated impressions:
10,000
STATISTICS
• 20 Updates ; 7 Group Posts
• Maximum impressions:
18,000
• Estimated impressions:
5,000
STATISTICS
• Smarter City’s group: 9
comments
• Civil Servant group: 20
comments
© 2013 IBM Corporation

49. Agenda
3
A Smarter Planet – tot slot
© 2013 IBM Corporation

50. Interbrand Rankings
76,000
74,000
72,000
70.000
70,000
68.000
68,000
66.000
66,000
64.000
64,000
62,000
62.000
60,000
60.000
58,000
58.000
56,000
56.000
54,000
54.000
52,000
52.000
50,000
50.000
2000 2001 2002 2003 2004
2005
2006 2007 2008 2009 2010 2011
2012

51. @ibminnederland
IBM.Nederland
@kirsten_HD
@jelmerletterie