Download Web Marketing – IBM Software

IBM Software
Digital Marketing – IBM Software
© 2011 IBM Corporation
Agenda
 Digital Marketing Overview
 IBM Software Digital Marketing Strategy
 Geo Digital Marketing
 Challenges and Opportunities
 Further Reading and Resources
 Contact Information
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Digital Marketing Overview
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Web traffic is a marketing asset
6 million different people connect with IBM each month through
www.ibm.com
152 people per minute (24/7)
Web functions in a way similar to reaching the target audience at a
signature conference every hour
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Evolution of Traditional Marketing to Marketing 2.0
PUSH Marketing: Fixed Campaign Dates - Client responds to our campaigns
Direct Mail, Email Campaigns
Events
Drive-to single offer landing
pages:
 Webinars, events
 Whitepapers, reports
 Demos, code downloads
PUSH
Target small number
client responders with
trigger eNurture
PULL Marketing: Intercept visitors online – Client responds to offers based on interest
Visitors respond to SWG Web
offers based on interest
PULL
 Search / Social Media referrals
 Download offers
 eNurture responders
 Contact Modules /Text chats
Attract and pull in
potential customers
Intercept highly
qualified
opportunities and
trigger eNurture and
Response follow up
Transform our Model
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
IBM Software Digital Marketing Strategy
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
2011 Digital Strategy
Focus is on Lead Generation with +25% Growth
Reach and Attract
Organic Search
 Grow Search-related visits to SWG and Increase SWG search-driven marketing engagements
Social Media
 Expand reach through relationship-led influence that increases IBM volume and share of voice in
relevant social media environments
Engage and Nurture
Content & Merchandising
 Develop compelling content and offers with simple registrations using “web farming” to increase
conversions on marketing focus pages
 Syndicate merchandising offers across ibm.com.
Virtual Shows
 Use Virtual Event Platform to extend major events to help IMTs to improve responses
 Debuted IBM Software Forum in November 09 as a key online destination.
 Expand to all programs and WW in 2011 and anticipating significant contribution uplift.
eNurture
 Improve eNurture conversions to leads
 Drive Hot Responders,
Convert to Leads
Live Person
 Continue aggressive live chat geography expansion
 Increase LivePerson Live Chat pipeline and revenue growth
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
End-to-End Web Lead Generation process engages customers on-line to
increase response rates, and accelerate responses into leads
Search
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Offer
Registration
Digital Marketing Overview – IBM Software – Michael Slebir
Call to Action
Convert to
Lead
© 2011 IBM Corporation
Organic Search
Reach and Attract
 Grow search-related visits to SWG and Increase SWG search-driven marketing engagements
The IBM Software story on the
Web typically starts @ Google.
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Digital Marketing Overview – IBM Software – Michael Slebir

Search is now cited by marketers
around the globe as the most
effective online marketing tactic for
lead generation. (Clash-Media, 2009)

Search engines are the first place
B2B decision-makers turn to when
doing research for vendors and
solutions (Enquiro, 2009)
© 2011 IBM Corporation
Social Media
Reach and Attract
 Expand reach through relationship-led influence that increases IBM volume and share of voice in
relevant social media environments
Tech decision makers give social
media and user-generated sites
equal importance to traditional
media sources when considering
tech purchases. -- Hill &
Knowlton, 2009
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 Listening programs
 Provide education, guidance and out-of-the-box
enablement materials
 Establish Subject Matter Expert (SME)
recruitment program
 Deploy practices for growing our networks a and
building SME eminence and improving customer
satisfaction
 Provide better social media design experiences
integrated into our Web presence and external
hubs
 Standardize measures and metrics
 Coordinate SWG social media landscape
Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Content & Merchandising
Engage & Nurture
 Develop compelling content and offers with simple registrations
 Apply Web Analytics and optimization to generate more responses and ensure that response management plans are in place
 Syndicate offers across ibm.com
 Optimize search words, content
placement and types of offers to
increase engagement
 Data-driven analysis by brand,
programs and countries improves
conversions
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Virtual Show
Engage & Nurture
 Use Virtual Event Platform to extend major events to help IMTs to improve responses
 Debuted IBM Software Forum in November 09 as a key online destination.
 Expand to all programs and WW and anticipating significant contribution uplift.
2010 Achievements
 In Q2, IBM Software Forum will
integrate with the IBM Virtual
Platform,
 Software Forum will be integrated
into ibm.com/software and social
media communities
 1H ’10: Lotusphere, Pulse,
Impact, Innovate Virtual
Experiences plus various C-T-Y
and IMT events
 2H ’10: IOD Virtual Experience
plus various C-T-Y and IMT
events
 Use Virtual Event to drive more
responses
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
LivePerson LiveChat
Convert to Leads
 Since 2006, progressive deployment of Live Chat to Web sites
 Continue aggressive live chat geography expansion
 Increase LivePerson Live Chat pipeline and revenue growth
Objectives

Expand into select markets
globally

Team with Sales to identify
opportunities for raising Live Chat
win rate

Drive actionable marketing insight
through LivePerson chat
transcript analysis and
operational metrics

Drive deployment of trailing
dynamic chat capability to
enhance customer experience
and widen the funnel for qualified
leads

Establish Customer Exit Survey
to measure and improve visitor
chat experience
Promote Live Chat consistency through best practice sharing in the IMTs
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Geo Digital Marketing
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
SWG Geo Digital Marketing Mission
Team objective is to build the Geo Web Presence
base for improving Web performance.
• Audits (country site projects) – preaudit/recommendations, Site clean-up, alignment of
Geo footprint, SEO, Web Marketing.
•Web Presence - Build and manage basic site
architecture and content, document requirements and
processes
• Search programs - Plan and manage the
implementation of Geo Search Engine Optimization.
• Offer management - Define and manage Web
merchandising.
Global Mission
and Community
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Web Content and Offer Strategy
5 Step Plan to Lead Generation
1. Ensure pages
are optimized
and fix Search
problems on the
web pages when
identified.
100% Visibility in Search
Engines
1
2
3
4
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2. Ensure registration
offers are on all of
the pages
3. Enable Text Chat &
Contact Me
Superior web experience
4. Ensure tracking is in
place
5. Response
Management
Aligned back-end systems
Follow-up
Email
R
OT
M
Organic
Paid
Digital Marketing Overview – IBM Software – Michael Slebir
N/R
Newsletter
© 2011 IBM Corporation
Three Part Approach to Search
Organic Search
Paid Search
Integrate
and
Align
Search Yield
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Web Audits and Key Performance Indicators
Web Audit Cycle
 Web Audits
Web Audit
(Deep Dive)
Actions:
Web Presence
Search
Offers
Actions:
Performance
Improvements
Performance Checkpoints
– initial audit, focusing on Web
Presence, Search, Offers,
– Key Peformance Indicators
– Metrics and analysis to benchmark
and track the contribution of the
site to business development and
recommend improvements
• Web Presence
• Search
• Offers
• Response Management
• Overall performance
End to End Performance Focus
Search
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Content
Offers
Digital Marketing Overview – IBM Software – Michael Slebir
Responses
Overall
© 2011 IBM Corporation
Challenges and Opportunities
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Evolution of Digital Marketing
Relationship
Direct Results
 Value: Web as a relationship
Experimentation
management platform
 Value: Web as a direct results
platform
 Value: Web as a promotional
vehicle
 Primary Goals: Trial a new
media concept, gain eyeballs,
build brand and drive awareness
 Measurements: Cost per
impression
 Marketing Tactics:
– Branding – buttons,
banners
– E-mail – newsletters, list
rentals
 Primary Goals: Drive traffic and
lead generation
 Secondary Goals: Thought
leadership and branding
 Measurements: CPL, CPC,
brand measurements confirmed
through surveys
 Marketing Tactics:
– Search ads
– Lead generation – white
papers, webcasts
– Branding - IMUs, larger
units, microsites
– E-mail – list rentals
1996-2003
2004-2009
 Primary Goals: Engaging
prospects and customers outside
of their Web site
 Secondary Goals: Lead
generation, drive traffic, thought
leadership and branding
 Measurements: Cost of sales,
customer retention, brand
penetration and measurements
from direct results stage
 Marketing Tactics:
– Vendor communities
– Two-way ads
– Messaging connections
using trigger marketing
– Successful tactics from
direct results stage
2010-2015
Source: Toolbox
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Search: Intersecting the Customer Demand
96% of IT buyers said they frequently or always use search, with nearly
2/3 saying search is always part of the buying process
Source: Google/TechTarget, 2008 (n=2200)
http://techtarget.2009mediaconsumptionreport.sgizmo.com/
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Social Media : It’s a revolution in the way we live, buy and sell….
Social media represents a fundamental shift in the
way we communicate and inform decision making.
 Over 90% of the technology prospects go online to find
information before a purchase decision
 Peer opinions matter the most in the technology buying
process. (Source Forrester)
 40% of B2B buyers are advocates (Source: Zuberance)
 70 % of IT professionals actively participate in workrelated online communities. (Source: e-Marketer)
 This is not about B2B or B2C anymore
 Welcome to the C2C era
Social media revolution
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Social Media Marketing Adaption in B2B
1/ WHY: Establish your core business objectives
7/Maintain the relationship
6/RESULTS: Measure those
things that will best help you
determine the impact of your
involvement and participation
2/Listen to your audience
3/ WHO:
Target your audience
Understand digital behaviors
Develop social media map
Identify needed experts
5/ HOW: Deployment: Empower
4/ WHERE: Environment
Consumer advocacy (Participation)
WHAT: Experience
Identify available/required assets
Select appropriate social media
And resources for participation in
networks, tools, and content
the most relevant conversations.
Train the experts
Source : Todd Watson and Delphine Remy-Boutang
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
New Developments: Challenges and Opportunities
Search
Cloud
Business
Opportunity
Service
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Relationship
And Knowledge
Sharing
Digital Marketing Overview – IBM Software – Michael Slebir
Google-ability
Social Media
Expertise
And Eminence
Mobile Internet
Experience
© 2011 IBM Corporation
How Can You Get Involved
• Build your profile on Social Media Sites
Facebook
Linkedin
Viadeo
• Visibility
Make sure the right information is showing up in Search Engines
there and is visible
• Expertise and Eminence
Develop your expertise
Participate in discussions
Share your Knowledge
• Keep abreast of technology and its business opportunities
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Further Reading and Sources:
 The Big Switch: Rewiring the World, from Edison to Google by Nicolas Carr
 Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff
 The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video,
and Viral Marketing to Reach Buyers Directly, 2nd Edition by David Meerman Scott
 Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition) by Mike
Moran and Bill Hunt
 Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations
by Amy Shuen
 Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug
 Gerry McGovern newsletter http://gerrymcgovern.newsweaver.ie/1obaxbarx2j1ejp81sshlo?email=true
 « Turbo » Todd Watson’s blog
 http://turbotodd.wordpress.com/
 Delphine Rémy-Boutang’s blog
 http://delphrb.wordpress.com/
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Contact Information
Michael Slebir,
Web Marketing Manager, IBM Software
 [email protected]
 Linkedin:http://www.linkedin.com/in/michaelslebir
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Backup
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
What is Search Marketing?
Search
optimization:
organic or natural
search within
crawler-based
engines
Search
advertising: paid or
sponsored listings
Paid
Search
Organic
(Natural)
Search
Visitors view their results for
an average of 6.3 seconds
before clicking on a link.
6.3 seconds is just enough
time to scan the first three
results and the top two ads.
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation
Focus areas for SEO
On-the-page
Basic SEO: Making
the contents of your
Web Page more
attractive to search
spiders and human
audience.
Top-left-down
strategy
Off-the-page
Linking strategy
Paid Search
Social Media
Marketing intersection
with search
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Under-the-page
Infrastructure
concerns such as
URL structure,
redirects, and
Digital Marketing Overview – IBM Software – Michael Slebir
templates
© 2011 IBM Corporation
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Digital Marketing Overview – IBM Software – Michael Slebir
© 2011 IBM Corporation