social business content marketing overview

© 2014 IBM Corporation

Why content marketing matters to business

Daryl Pereira

@CagedEther


Social Business Uncovered

The emergence of social businessPart 1


Commerce used to be more personal


Businesses talked to their customers


Customers talked to their friends


But, then came the move to efficiency…


Mass production processesappeared


Marketing built interest around segments


Sales process automated and streamlined


Business gets social, again…


Markets become conversations


Social Business Uncovered

Customers have more points of interaction


Customers have more points of interaction


Information drives productivity


#SJSUSocBiz


Markets become conversations


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


“Every company is a media company”(Tom Foremski, Silicon Valley Journalist)


Michelin Guides

IBM Watson

Ice Bucket Challenge

Media is the core, marketing is the wrap


Media is the core, marketing is the wrap


Who are you talking to?


What is your production process?


Which media should you use?


How will brand yourself?

vs


How simple can you be?


How will you distribute the content?


The Business Tech Trends Report

Part 3


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)


*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


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/


Workstreams and owners

Community-based communication

Our model

1 experiment per day

Sametime Wednesdays


The project One piece of video

One experiment

One presentation What you did, why you did it, what happened


Daryl Pereira

@CagedEther

#SJSUSocBiz

social business content marketing overview

Business

ibm corporationmarkets

ibm corporationcommerce

ibm corporationmedia

ibm corporationcustomers

ibm corporationengage

ibm corporationmarketing

ibm corporationwhat

ibm corporationbut