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The Drastic Changing
        Landscape of Digital Marketing
        Christian C Carlsson (@chris_carlsson)
        Digital Leader and Strategist, IBM Denmark

                                                                                                          © 2011 IBM Corporation
Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
The distinct characteristics of a Social
Business

Engaged—deeply connecting people, including customers, employees,
and partners, to be involved in productive, efficient ways.


Transparent—removing boundaries to information, experts and assets,
helping people align every action to drive business results.


Nimble—speeding up business with information and insight to
anticipate and address evolving opportunities.




                                       … and Consistency!
                                                              © 2011 IBM Corporation
Search & Discovery
Two competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy to
reengineer what we do in IBM Marketing & Communications to leverage these two paradigms:




                      The Google                      The Facebook
                       Paradigm                         Paradigm




                                                                                          © 2011 IBM Corporation
What we know…




                             © 2011 IBM Corporation
Source: Forrester Research
… has for sure changed!




                               © 2011 IBM Corporation
Source: Forrester Research
Challenge: CMO underpreparedness



                                                        50%           Global     Nordic
                                Data explosion                             71%      88%
                                  Social media
                                                                                                *
                                                                       68%          88%
                Growth of channel and device choices                 65%            79%
                   Shifting consumer demographics                    63%            75%
                          Financial constraints                 59%                 60%
                        Decreasing brand loyalty               57%                  60%
                    Emerging market opportunities              56%                  71%
                            ROI accountability                 56%                  75%
                 Customer collaboration and influence          56%                  70%
                         Privacy considerations                55%                          *
                            Global outsourcing                54%                           *
                        Regulatory considerations        50%                        67%
                         Corporate transparency          47%                        44%




                                                                                 © 2011 IBM Corporation
Source: IBM CMO Study
Why: On-site vs. Off-site




                            © 2011 IBM Corporation
The Irrelevant Corporate Website




      The Corporate Website—an unbelievable collection of hyperbole,
      artificial branding, and pro-corporate content.


      Rest of the Web—As a result, trusted decisions are beining made on
      other locations on the web, often before a prospect even visits the
      corporate website.




                                                                                                                                  © 2011 IBM Corporation
Source: Found in "Sociale medier? Glem bara B2C!", 7. marts 2012, Andreas Johansson, Klean, with reference to Jeremiah Owyang (web-strategist.com)
Why: Where the real Brand experience is




                                          © 2011 IBM Corporation
Why: Go where our influencers are (i.e. journalists)




                        What’s
                                the ne
                        Resea           xt stor
                              rch fo            y
                                     r a sto
                        What                 ry
                             exper
                                   ts to i
                        …                  ntervi
                                                  ew




                                                       © 2011 IBM Corporation
Why: Trust and Credibility




                                  © 2011 IBM Corporation
Source: Edelman Trust Barometer
Why: Closing the Content Gap




                               © 2011 IBM Corporation
Why: Change is coming faster than we can
imagine
The gap is closing         Bring Your Own Device &
                           “Follow me”



  B2B                B2C




                                              © 2011 IBM Corporation
Becoming the “shepherd”




                                                                                       © 2011 IBM Corporation
Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
Becoming the “shepherd”

                                 B




                      lie   nt
               h   ec
            vet
         Mo

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                                     © 2011 IBM Corporation
Becoming the “shepherd”

                                 B                  B




                      lie   nt
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            vet
         Mo

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                                             © 2011 IBM Corporation
Becoming the “shepherd”

                                     B                  B




                      lie   nt
               h   ec
            vet
         Mo

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 A                                       A




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                                                 © 2011 IBM Corporation
Becoming the “shepherd dog”!

                                     B                  B




                      lie   nt
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            vet
         Mo

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                                     B                  B




                                 ?           ?
 A                                       A



                                                 © 2011 IBM Corporation
Becoming the “shepherd dog”!

                                     B                                                     B




                      lie   nt
               h   ec                               Micro Engagements
            vet
         Mo

                                                                               ?
 A                                              A
                                                                              Conversation

                                                      Presentation               POW in a blog

                                     B   Comments                                          B
                                            to a
                                         discussion



                                          Article
                                                                                         Webinar Q&A
                                 ?                                             ?
 A                                              A
                                                             SME speaker at
                                                               an event
                                                                                    © 2011 IBM Corporation
Every employee can be an expert at something




   Distributing or publishing content on social channels | Connecting experts and building relationships
              Leading expert communities | Providing thought leadership on a particular topics
                                                                                                    © 2011 IBM Corporation
Social Engagement

                    You




                          © 2011 IBM Corporation
twitter.com/chris_carlsson                          bit.ly/pwBHwc
                                  linkedin.com/in/christiancarlsson

                                  christian.carlsson@dk.ibm.com

                                  +45-28 80 45 53




                                                                                          © 2011 IBM Corporation
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

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The Drastic Changing Landscape of Digital Marketing

  • 1. The Drastic Changing Landscape of Digital Marketing Christian C Carlsson (@chris_carlsson) Digital Leader and Strategist, IBM Denmark © 2011 IBM Corporation Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
  • 2. The distinct characteristics of a Social Business Engaged—deeply connecting people, including customers, employees, and partners, to be involved in productive, efficient ways. Transparent—removing boundaries to information, experts and assets, helping people align every action to drive business results. Nimble—speeding up business with information and insight to anticipate and address evolving opportunities. … and Consistency! © 2011 IBM Corporation
  • 3. Search & Discovery Two competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms: The Google The Facebook Paradigm Paradigm © 2011 IBM Corporation
  • 4. What we know… © 2011 IBM Corporation Source: Forrester Research
  • 5. … has for sure changed! © 2011 IBM Corporation Source: Forrester Research
  • 6. Challenge: CMO underpreparedness 50% Global Nordic Data explosion 71% 88% Social media * 68% 88% Growth of channel and device choices 65% 79% Shifting consumer demographics 63% 75% Financial constraints 59% 60% Decreasing brand loyalty 57% 60% Emerging market opportunities 56% 71% ROI accountability 56% 75% Customer collaboration and influence 56% 70% Privacy considerations 55% * Global outsourcing 54% * Regulatory considerations 50% 67% Corporate transparency 47% 44% © 2011 IBM Corporation Source: IBM CMO Study
  • 7. Why: On-site vs. Off-site © 2011 IBM Corporation
  • 8. The Irrelevant Corporate Website The Corporate Website—an unbelievable collection of hyperbole, artificial branding, and pro-corporate content. Rest of the Web—As a result, trusted decisions are beining made on other locations on the web, often before a prospect even visits the corporate website. © 2011 IBM Corporation Source: Found in "Sociale medier? Glem bara B2C!", 7. marts 2012, Andreas Johansson, Klean, with reference to Jeremiah Owyang (web-strategist.com)
  • 9. Why: Where the real Brand experience is © 2011 IBM Corporation
  • 10. Why: Go where our influencers are (i.e. journalists) What’s the ne Resea xt stor rch fo y r a sto What ry exper ts to i … ntervi ew © 2011 IBM Corporation
  • 11. Why: Trust and Credibility © 2011 IBM Corporation Source: Edelman Trust Barometer
  • 12. Why: Closing the Content Gap © 2011 IBM Corporation
  • 13. Why: Change is coming faster than we can imagine The gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
  • 14. Becoming the “shepherd” © 2011 IBM Corporation Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • 15. Becoming the “shepherd” B lie nt h ec vet Mo A © 2011 IBM Corporation
  • 16. Becoming the “shepherd” B B lie nt h ec vet Mo ? A A © 2011 IBM Corporation
  • 17. Becoming the “shepherd” B B lie nt h ec vet Mo ? A A B ? A © 2011 IBM Corporation
  • 18. Becoming the “shepherd dog”! B B lie nt h ec vet Mo ? A A B B ? ? A A © 2011 IBM Corporation
  • 19. Becoming the “shepherd dog”! B B lie nt h ec Micro Engagements vet Mo ? A A Conversation Presentation POW in a blog B Comments B to a discussion Article Webinar Q&A ? ? A A SME speaker at an event © 2011 IBM Corporation
  • 20. Every employee can be an expert at something Distributing or publishing content on social channels | Connecting experts and building relationships Leading expert communities | Providing thought leadership on a particular topics © 2011 IBM Corporation
  • 21. Social Engagement You © 2011 IBM Corporation
  • 22. twitter.com/chris_carlsson bit.ly/pwBHwc linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53 © 2011 IBM Corporation Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/