Social Business Content Marketing Overview
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Transcript of Social Business Content Marketing Overview
![Page 1: Social Business Content Marketing Overview](https://reader036.fdocuments.us/reader036/viewer/2022062614/546ecbceaf79599a798b67f1/html5/thumbnails/1.jpg)
© 2014 IBM Corporation
Why content marketing matters to business
Daryl Pereira
@CagedEther
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© 2014 IBM Corporation
Social Business Uncovered
The emergence of social businessPart 1
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© 2014 IBM Corporation
Commerce used to be more personal
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© 2014 IBM Corporation
Commerce used to be more personal
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© 2014 IBM Corporation
Businesses talked to their customers
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© 2014 IBM Corporation
Customers talked to their friends
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© 2014 IBM Corporation
But, then came the move to efficiency…
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© 2014 IBM Corporation
Mass production processesappeared
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© 2014 IBM Corporation
Mass production processesappeared
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© 2014 IBM Corporation
Marketing built interest around segments
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© 2014 IBM Corporation
Marketing built interest around segments
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© 2014 IBM Corporation
Sales process automated and streamlined
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© 2014 IBM Corporation
Sales process automated and streamlined
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© 2014 IBM Corporation
Business gets social, again…
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© 2014 IBM Corporation
Markets become conversations
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© 2014 IBM Corporation
Markets become conversations
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© 2014 IBM Corporation
Social Business Uncovered
Customers have more points of interaction
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© 2014 IBM Corporation
Customers have more points of interaction
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© 2014 IBM Corporation
Information drives productivity
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© 2014 IBM Corporation
Information drives productivity
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© 2014 IBM Corporation
#SJSUSocBiz
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© 2014 IBM Corporation
Markets become conversations
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© 2014 IBM Corporation
Engage, not sell
"When content becomes a strategic effort in the company,
marketing’s purpose changes, and it is to create value in the
organization that is separate and distinct from the product or service being sold."
(Robert Rose, Content Marketing Institute)
Part 2
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© 2014 IBM Corporation
“Every company is a media company”(Tom Foremski, Silicon Valley Journalist)
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© 2014 IBM Corporation
Michelin Guides
IBM Watson
Ice Bucket Challenge
Media is the core, marketing is the wrap
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© 2014 IBM Corporation
Media is the core, marketing is the wrap
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© 2014 IBM Corporation
Media is the core, marketing is the wrap
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© 2014 IBM Corporation
Who are you talking to?
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© 2014 IBM Corporation
What is your production process?
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© 2014 IBM Corporation
Which media should you use?
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© 2014 IBM Corporation
How will brand yourself?
vs
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© 2014 IBM Corporation
How simple can you be?
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© 2014 IBM Corporation
How will you distribute the content?
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© 2014 IBM Corporation
The Business Tech Trends Report
Part 3
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© 2014 IBM Corporation
CAMS: the business imperative appears
CAMS technologies: rapidly emerging but lack of skills
Pacesetting companies: partnering, insight-driven, integrate CAMS
Pacesetting companies: partnering, insight-driven, integrate CAMS
20122012
20112011
20142014
Pacesettersbelieve technologies are critical to their business
success
AND DRIVE REAL
BUSINESS OUTCOMES
1,447Decisions makers
21%C-level executives
40%IT management
39%Business management
Business Tech Trends – Pacesetters are strategically integratingCloud, Analytics, Mobile, and Social (CAMS)
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© 2014 IBM Corporation
*Notes: To obtain a global understanding of approaches to these transformational technologies, we surveyed 1447 IT and line of business (LOB) decision-makers — spanning 5 continents and 15 industries.*Notes: To obtain a global understanding of approaches to these transformational technologies, we surveyed 1447 IT and line of business (LOB) decision-makers — spanning 5 continents and 15 industries.
Leveraging skills from the ecosystem
Pacesetters run their enterprises on insight
CAMS integration for greater effect
Partnering is in their DNA
Partnering is in their DNA
Analytics is their fuel
Analytics is their fuel
Integration is their breakaway move
Integration is their breakaway move
Business Tech Trends 2014 – Pacesetters: Three key characteristics that set them apart
Step 1: Watch webcast Step 2: Check out resources
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© 2014 IBM Corporation
Business Tech Trends 2014 – Understanding the Study
Step 1: Watch webcasthttps://ibm.biz/techhuddle123
Step 2: Check out resourceshttps://ibm.biz/IBMBTT14
Step 3: See what’s been publishedhttp://ibmbtt.tumblr.com/
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© 2014 IBM Corporation
Workstreams and owners
Community-based communication
Our model
1 experiment per day
Sametime Wednesdays
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© 2014 IBM Corporation
The project One piece of video
One experiment
One presentation What you did, why you did it, what happened
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© 2014 IBM Corporation
Daryl Pereira
@CagedEther
#SJSUSocBiz