4. IBM ICS - BP Eexecutive Council

5. IBM ICS - BP Eexecutive Council

6. 6
SPEED OF CHANGE
THE SOCIAL PHENOMENON

7. IBM ICS - BP Eexecutive Council

8. MILLENIALS HABITS
ENTERPRISE SOCIAL COLLABORATION

9. IBM ICS - BP Eexecutive Council

10. IBM ICS - BP Eexecutive Council

11. REAL-TIME CUSTOMER VOICES
THE SOCIAL INTELLIGENCE OPP.TY

12. IBM ICS - BP Eexecutive Council
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13. IBM ICS - BP Eexecutive Council
INFORMATIONS EVERYWHERE
THE MOBILE OPPORTUNITY

14. IBM ICS - BP Eexecutive Council

15. IBM ICS - BP Eexecutive Council
SPEED OF DECISION
NEW CUSTOMER/BUYING EXPERIENCES

16. IBM ICS - BP Eexecutive Council

17. IBM ICS - BP Eexecutive Council
PRECISION MARKETING
THE DIGITAL MKTG POTENTIAL

18. IBM ICS - BP Eexecutive Council

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21. IBM ICS - BP Eexecutive Council

22. Enterprise Social Collaboration
 Unified Communication
 Portali corporate/Intranet
 Enterprise Social Network
 Document Management
Internet marketing / campaigns
 Customer MD segmentation
 Search Engine Optimizat. & Advert.
 Social Media marketing
 eMail marketing
 Affiliate Marketing
 Article marketing
Web Analytics
 Web /Mobile Marketing Analytics
 Recommendation
 Retargeting
Customer Exper. / eCommerce
 Portali Internet
 Web sites Catalogs
 B2C B2B Modelli ibridi (es B2B2C)
 Precision Marketing
Mobile
 Mobile marketing / advertising
 Mobile Portal (Intranet/Internet)
 Mobile Commerce
Social Intelligence
 Reputation Analysis
 Audience Intelligence
 Media Mapping
 Competitive Intelligence
 Company Digital Footprint
 Brand Audit,
 Field Analysis
 Social Network
Analysis
Digital Strategy
 Customer engagement strategy
 Digital brand strategy,
 Web sites audit & redesign
 eCommerce sales check-up
 Social Network strategy
 Social CRM strategy

23. IBM ICS - BP Eexecutive Council

24. IBM ICS - BP Eexecutive Council
SALVATORE FERRAGAMO
TITANTEX srl
AMADORI - GESCO Cons
CIR FOOD SOC COOP
ILLY Caffè S.p.A.
PRECA BRUMMEL S.P.A.
SACCHI GIUSEPPE SPA
AMPLIFON SPA
BCS SPA
AUTOMOBILI LAMBORGHI
TAMPIERI FINANCIAL G
Toyota Motor Italia
IO BIMBO soc. coop.
COSTA CROCIERE SPA
TERMINALE GNL ADRIAT
SALVATORE FERRAGAMO
AMADORI - GESCO Cons
AUTOMOBILI LAMBORGHI
TAMPIERI FINANCIAL G
TITANTEX srl
SACCHI GIUSEPPE SPA
COSTA CROCIERE SPA
KERAKOLL S.p.A
ILLY Caffè S.p.A.
PRECA BRUMMEL S.P.A.
BCS SPA
Toyota Motor Italia
CONSERVE ITALIA soc.
ROSETTI MARINO SPA
TERMINALE GNL ADRIAT

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30. Smarter
Commerce

31. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -

32. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Increase contacts
Reach
Entertaining
consumers
Engagement
Strengthen the
relationship
Reputation
Business
development
Transaction
Spontaneous actions
(Earned)
Official Presence
(Owned)
Promotion
(Paid)
Celiac Campaign
Digital PR
Dinner Box
Amadori Website
Newsletter
Fan Page
YouTube
«Amadorabili» recipes
Where is Francesco Amadori

33. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Before: Brochureware website (Wiki definition)
“… A brochureware website is a business website that has very infrequently updated content. Often the site has been
developed as a direct translation of existing printed promotional materials, hence the name. Brochureware sites therefore
take little advantage of the capabilities of the web that are unavailable in printed publication. …”
WHAT they have before
- TVLike experinces
- Animazioni Flash
- Self-promotional content
- No updates
- No services
WHAT the «Customer» want
- Search for specific and quality content
- Want to interact
- Want to be engaged
After:
- Web Portal / Content Management Platform
• Reliable and scalable
• Centrally managed
• Empowering Marketing/Communication org – Content & services update
- The web site is just a part o the entire digital hub
- Industrialization of the delivery new websites process

34. IBM ICS - BP Eexecutive Council
From the new web site launch
(23 October 2011):
 Unique visitors : more of
125.000 (about 4.300 by weeks
+ 125% compared to the old one)
 “Loyal” users: 25%
 Media Pagine Viste: 2,4
 Tempo medio: 95 secondi
New Web site experience Allow to
customize web surfing depending
on «What are you interest» and
«Who is the interested user»
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)

35. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)

36. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotion
(Paid)
•Fan Page
Amadori
«Peopoll»
•«Amadorabili
Ricette»
(recips) contest
•CubeYou for
Social
registration/An
alytics/Segmen
tation

37. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
 We created a promotional campaign on the
web dedicated to the world of celiacs with the
aim of promoting the Amadori "no gluten"
products
 Persone contattate:
Channel: Google Adwords Search
Period: February 27, Aprile, 24 2012
> 12.000 visitors in 2 monthes
> 300 newsletter subscribers
Find the latest products For Celiacs and
Receive Free Recipes!
Spontaneous
Actions
(Earned)
Offical
Presence
(Owned)
Promotion
(Paid)

38. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Spontaneous
Actions
(Earned)
Official
Presence
(Owned)
Promotions
(Paid)
■ Show connections between relevant topics and
highlight their strengths
■ Identifies the most discussed topics during a
certain
■ Identify criteria for decision-making which have
an influence on consumer behaviour
■ Highlights strengths and weaknesses related to
a topic
■ Shows the brand awareness and the sentiment
of the brand

39. IBM ICS - BP Eexecutive Council
Exceptional Web Experience Conference 2012 -
Consumers
Master
Data
Social
integration
Engagement
Awarness
Agency turn-over mngmnt
Excel «not usable» files
Overhead Privacy
YESTERDAY TODAY TOMORROW
 Showcases sites
Link Online-Offline
• eCoupon
• Store Locator
• Geo MKTG
Digital Signage
eCommerce ?!?
Centralized Master data
contest/ newsletter
Social CRM
iLike
Commenting
Social Share
FB FanPage
YouTube
Community
Survey
Blog
CrowdSOURCING
Mobile App
DEM
 SEM (SEO + AdWords)
 Listening
 Sentiment Analysis

40. LIVEProfile
Web Catalog
Precision Mktg
Integrated
Mobile App
Because her
interesting on
nutritions Milla
find a link to
Cuor Leggeri
website
On the web site
ther’s a section
with receips and
nutritionì’s
suggestion
By facebook authorization
she do a quck registration
Mila surf
the recipes
and finding
interesting,
download
the iphone
app
Having to go to the grocery store
Mila surf the mobile app where she
receive a «Cuor Leggeri» promotion.
Mila download the digital coupon on
her smartphone
At the grocery store
Mila buy «Cuor
Leggeri» and redeems
her coupon directly at
the cash
1 2 3 4 5-6
Technologies Digital Marketing
Platform
CMS Social Registration Mobile app Digital coupons
Processes SEM optimization Content
Management
Registration process
facilitation
Push sales by
mobile app
Promotional activities on
mobile