Marketing & Sales Working Together

Global Work Force + New Technology Implications

Dr. Marguerite RaaenIBM Alliant Executive

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Global Teams

•

English  -  简 体中文   -  繁 體中文   - Nederlands  - Français  - Français canadien  - Deutsch  - Italiano  -  日 本語   -  한 국어   - Português  - Español  - Hrvatski  - Magyar  - Polski  - Română  - Русский  - Slovenščina  - Slovenčina

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Global TeamsJob title Special flag Country/city

Business group Posted

Job ID

Internship - Marketing Operations Support

Russia Moscow

IBM Sales & Distribution

23-Sep-2010

S_D-0350803 Student/Internship

External Relations Professional

USA Any

IBM Software Group

23-Sep-2010

SWG-0330922 Professional

Marketing & Communications Professional (MBA Summer Internship)

USA Any

IBM Software Group

23-Sep-2010

SWG-0349818 Student/Internship

Solution Representative

USA Any

IBM Software Group

23-Sep-2010

SWG-0351596 Professional

Technical Specialist

USA Any

IBM Software Group

23-Sep-2010

SWG-0351550 Professional

Global Advertising Lead

USA Any (NY)

IBM CHQ 23-Sep-2010

CHQ-0351654 Professional

General Other Sales

USA Costa Mesa

IBM Sales & Distribution

23-Sep-2010

S_D-0351717 Professional

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Marketing or is it Sales??New Technology

• Personality Type: Multi-processor, experimenter… – all at the same time -- twitters, msging, video, Second Life mtgs..

• Social media – who is doing it? Marketing? Sales?

– texting, twittering, wikis, ….– Some quick examples out of millions:

• Twitter – IBM Twitterアカウント - Japan

IBM ソフトウェア関連の Twitter一覧です｡ご興味のあるアカウントにアクセスしてフォロ ーしてください｡最新情報をタイムリーに収集できま

  す｡URL: http://www-06.ibm.com/software/jp/special/twitter.ht...

• Twitter with IBMFedCyber– Get short, timely messages from Chris Ensey. – Twitter is a rich source of instantly updated information. It's easy to stay updated on an incredibly wide variety of

topics. Join today and follow @IBMFedCyber.• Get short, timely messages from Shirley Hsieh.

– Twitter is a rich source of instantly updated information. It's easy to stay updated on an incredibly wide variety of topics. Join today and follow @IBMFedCivilian.

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Evolution of New Skills for

Employees & Customers

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Trends Change

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The Collaboration ecosystem

Intranet Internet / world

Public

spaces

Firewall

Clients

Partners

Experts

Employees

• Find and qualify

• Know, contribute network

• Discover information

• Develop trust, credibility

Social search

Clients and Partners

• Find and qualify

• Know, contribute, network

• Discover information

• Develop trust, credibility

Profiles

Public Conversations

Communities and Teams

Meetings

Business Processes

Experts

Experts

Social software adds value to

client engagements

Social media marketing generates leads and influences customers

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Social Media Marketing Processes Aid Sales

Sales prospecting and customer-facing interactions

• Monitor online market conversations to develop valuable market feedback • Leverage information to identify new products, competitive weaknesses, sales opportunities

Key Marketing Constituents (Product Managers, Market Mgrs)

Working on sites beyond ibm.com IBMers & Clients sharing,communicating and collaborating around topics clients are interested inEmpowering advocacy by clients on our behalf

External communities

•WebSphere® Smart SOATM social network and outreach helped drive over 27K visits to SOA World Tour site

•Distribution was compounded through syndication of the Smart SOA Widget

Maximize coverage

MonitorMonitor EngagingIBM

Engagingthe Market

Influence the influencers

IBM product manager provides briefings to industry influencers on announcements.

Interest in coverage drives awareness of IBM products/services to targeted IT audience

IBM analyzed 1.5 billion posts across dozens of languages within social networking sites, blogs, message boards, and online news. …discovered over 400,000 mentions for an IBM client…

The client integrated these insights into their marketing strategy and engaged their own customers to advise the client how they use their product.

Corporate Reputation and Brand Analysis

Communities

on ibm.com®Building Social Media Communities

with Customers on ibm.com

External-facing communities

Maximize Distribution

Maximize Distribution

Identify & Engage Influencers

Identify & Engage Influencers

Empower Advocates

Empower Advocates

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References

• ibm.com jobs - https://jobs3.netmedia1.com/cp/search.jsp

• IBM Second Life – inside a Virtual Meeting

• More than 10,000 IBM employees collaborate in virtual worlds. Take a look inside a meeting in Second Life from the home of IBM V.P. of Innovation, Francoise LeGoues.

• http://www.pbs.org/wgbh/pages/frontline/digitalnation/virtual-worlds/second-lives/inside-a-virtual-meeting.html

– http://www.ibm.com/developerworks/opensource/library/os-social-secondlife/index.html– http://www.ibm.com/developerworks/lotus/tutorials/ls-stsl/– http://www.virtualworldsnews.com/2009/02/ibm-saves-320000-with-second-life-meeting.html

•Webcasts – IBM using webinars: 1-20 of 115,000 results… one example…

– http://www-304.ibm.com/industries/publicsector/us/en/contentemplate1/!!/xmlid=157597

•dogear - Social bookmarking is a new bookmarking technique that is changing the way people organize and browse their Internet bookmarks. Rapidly gaining popularity, social bookmarking has a number of key elements that make it different from traditional bookmarking. For example, it lets users centrally store, categorize, and share a set of personal Web bookmarks with others. Despite widespread usage, there have been few, if any, social bookmarking systems appropriate for large organizations and businesses. The goal for the dogear project was to design and build a world-class social bookmarking service aimed at the enterprise, which explored these ideas.

– http://domino.watson.ibm.com/cambridge/research.nsf/0/1c181ee5fbcf59fb852570fc0052ad75

» For more info on slides, email me at mraaen@us.ibm.com