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© 2013 IBM Corporation Connected Gen From “Liking” to “Leading Virginia Sharma Vice-President, Marketing a IBM India/South Asia VirginiaSharma #DesiCMO neration g” in a digital world and Communications,

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Page 1: Connected Generation

© 2013 IBM Corporation

Connected Generation From “Liking” to “Leading” in a digital world

Virginia SharmaVice-President, Marketing and Communications, IBM India/South Asia

VirginiaSharma#DesiCMO

Connected Generation From “Liking” to “Leading” in a digital world

President, Marketing and Communications,

Page 2: Connected Generation

© 2013 IBM Corporation

The MillennialVirginiaSharma#DesiCMO

Page 3: Connected Generation

© 2013 IBM Corporation

Student Study

3

We interviewed 3,400 students worldwide who represent this generation via the 2012 IBM Global Student Study and compared their views to those of CEOs

– 54% from growth markets, 46% from mature markets– 39% under 21, 40% b/w 21-25– 63% male, 37% female

2012

Source: Millennials: “We R Who We R”, Feb 5, 2011, Millennial Marketing

IBM Student Study lends some insights into the Millennials

VirginiaSharma#DesiCMO

CEO Study

We interviewed 3,400 students worldwide who represent this generation via the 2012 IBM Global Student Study and compared their views to those

54% from growth markets, 46% from mature markets

2012

Source: Millennials: “We R Who We R”, Feb 5, 2011, Millennial Marketing

IBM Student Study lends some insights into the Millennials

Page 4: Connected Generation

© 2013 IBM Corporation4

Operational controlTight operational and financial control to ensure compliance; avoid waste; and enforce standards, norms and behaviors

Balance between openness and control

9%

35%

17%

30%33%

Millennials will look for companies that are open and empower them

33%

Organizational impact from competing influences

VirginiaSharma#DesiCMO

Organizational opennessOpening of organizations internally and externally and empowerment of individuals to facilitate innovation, collaboration and creativity

Balance between openness and control

Students

58%

17%

30%

CEO OutperformersCEO Underperformers

48%

37%

Millennials will look for companies that are open and empower them

Organizational impact from competing influences India 68%

Page 5: Connected Generation

© 2013 IBM Corporation

Millennials seek a collaborative environment, ability to innovate and work-life balance

Organizational attributes to engage employees

Collaborative environment

Ability to innovate

Work-life balance

Ethics and values

Purpose and mission

Financial rewards

Work flexibility

Personal autonomy

Cultural diversity

Stability of the organization

Comprehensive mentoring

Industry leadership

Customizable compensation

63%

51%

35%

65%

58%

31%

24%

31%

21%

37%

18%

40%

18%

59%

54%

54%

46%

42%

40%

40%

38%

30%

30%

27%

22%

19%

Students

5

India 74%

India 53%

Millennials seek a collaborative environment, life balance

Organizational attributes to engage employees

63%

51%

35%

65%

58%

31%

24%

31%

21%

37%

18%

40%

18%

CEOs

VirginiaSharma#DesiCMO

Page 6: Connected Generation

© 2013 IBM Corporation

Millennials take technology for grantedMore preoccupied with the economy and its impact on job prospects

VirginiaSharma#DesiCMO

Millennials take technology for grantedMore preoccupied with the economy and its impact on job prospects

Page 7: Connected Generation

© 2013 IBM Corporation

Millennial consumers use social media and websites CEOs still believe in face to face

India 63%

India 37%

VirginiaSharma#DesiCMO

Millennial consumers use social media and websites

India 37%

Page 8: Connected Generation

© 2013 IBM Corporation

Millennials understand what it takes to be successful

CEO characteristics for success

Inspirational leadership

Global mindset

Competitive instinctLeadership teaming

Environmentally / socially devoted

Risk tolerant

Customer obsession

Financial skills

Boldness

Disruptive creativity

Transparent

Technology savviness

Diversity-drivenVirginiaSharma#DesiCMO

Millennials understand what it takes to be successful

CEO characteristics for success

Competitive instinctLeadership teaming

Environmentally / socially devoted

Risk tolerant

Customer obsession

Financial skills

Boldness

60%

Disruptive creativity

Transparent

Technology savviness

driven

48%

38%

58%

16%

33%

61%

24%

35%

33%

34%

23%

20%

56%

52%

48%

47%

39%

36%

34%

33%

33%

33%

32%

30%

26%

Students CEOs

Page 9: Connected Generation

© 2013 IBM Corporation

Millennials believe corporate social responsibility is a critical success factor for business, not just a nice to have

VirginiaSharma#DesiCMO

Millennials believe corporate social responsibility is a critical success factor for business, not just a nice to have

Page 10: Connected Generation

© 2013 IBM Corporation

CORPORATECITIZENSHIP

@ IBM

Kidsmart Reinventing EducationEXITE Camps MentorPlace

TryScienceReading Companion

VirginiaSharma#DesiCMO

SME ToolkitSAHANACorporate Service CorpsMentorPlace

TryScience On Demand Community

Collaborative Citizenship

Genuine, not just generous

Talent that complements our technology

Not just getting involved but staying involved

Page 11: Connected Generation

© 2013 IBM Corporation

“Let’s also make sure that a high school diploma puts our kids on a path to a good job…At schools like P-Tech in Brooklyn, a collaboration between New York Public Schools, the City University of New York, and IBM,with a high school diploma and an associate degree in computers or engineering.

Relevance not Visibility: Aligning Corporate Citizenship Efforts with the National Agenda

VirginiaSharma#DesiCMO

Let’s also make sure that a high school diploma puts our kids on a path to a good job…At a collaboration between New York Public

Schools, the City University of New York, and IBM, students will graduate with a high school diploma and an associate degree in computers or engineering.

Relevance not Visibility: Aligning Corporate Citizenship

Page 12: Connected Generation

A brand must deliver exceptional “Millennial Ready” web experiencesacross all functions, not just marketing

Exceptional Web

Experiences

Citizen EngagementEase tax filings

Emergency readinessEducation advancement

Food SafetyTransport Systems

Social Portal, Employee Engagement Workplace

On-line Banking,Patient Portal

Claim Processing

Business Unit Executive

Officials

CHRO

CIO

Integrate/migrate existing applications, Streamline IT operations, enhance employee experience

VirginiaSharma#DesiCMO

A brand must deliver exceptional “Millennial Ready” web experiencesacross all functions, not just marketing

Exceptional Web

Experiences

Company web presence,Buy, Market, Sell, Service

Demand Generation,On-line Sales

Brand Loyalty

Social Portal, Employee Engagement Workplace

Optimizing Self Service,Call Center

Service/Support

CMO

CHRO

CIO

Integrate/migrate existing applications, Streamline IT operations, enhance employee experience

Page 13: Connected Generation

Are you Millennial Ready?

Create a Smarter

Workforce

Activate the WorkforceImprove productivity and unleash innovation

Create a Create a Smarter Smarter WorkforceWorkforce

Flexible

Tech enabled

Open

Integration

Analytics

SocialVirginiaSharma#DesiCMO

Delight CustomersIncrease loyalty, advocacy, and revenue

Create an Create an Exceptional Exceptional Customer Customer ExperienceExperience

Collaborative

Innovative

Responsible

Mobile

Content

Social

Page 14: Connected Generation

© 2013 IBM Corporation

Activate the Workforce: IBM DesiCorps Case Study

Internal community

Engagement

The Internal community of 31000 IBMers created alongside the external one created robust engagement and better evengelism amongst the network of Community Members

Inspiration

On Demand Community rose to a steady 45000 in 2012 owing to the DesiCorps campaign

Activate the Workforce: IBM DesiCorps Case Study VirginiaSharma#DesiCMO

External community

Inspiration

On Demand Community rose to a steady 45000 in 2012 owing to the DesiCorps campaign

Action

Number of CSC Applications viewed and candidates approved doubled in 2012

Page 15: Connected Generation

© 2013 IBM Corporation

Delighting Customers: My Coke RewardsCoke’s largest and most successful interactive marketing program ever Delighting Customers: My Coke RewardsCoke’s largest and most successful interactive marketing program ever

My Coke Rewards has 13 million registered members, almost a

quarter of a million visits per day, about 50,000 new members each week, and 1.4 million members

entering PIN codes each month.

VirginiaSharma#DesiCMO

My Coke Rewards has 13 million registered members, almost a quarter of a million visits per day, about 50,000 new members each week, and 1.4 million members entering PIN codes each month.

Page 16: Connected Generation

© 2013 IBM Corporation© 2013 IBM Corporation16

To get the full version of the CEO and Student reports, see ibm.com/studentstudy and To get the full version of the CEO and Student reports,

and ibm.com/ceostudy2012

VirginiaSharma#DesiCMO