The document summarizes the changing landscape of digital marketing and how businesses need to adapt. It discusses two competing search paradigms and the importance of being present where influencers are, like journalists. It emphasizes becoming a "shepherd" by guiding customers across channels through micro engagements. Every employee can contribute as an expert in their topic. Social engagement is key to staying relevant in this shifting environment.

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
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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/