Branding and Building Your Business Using New and Old Media

Christine Lemyze, Vice President, Marketing, Global Technology Services, IBM Growth Markets UnitMay 6, 2011

© 2011 IBM Corporation2

An explicit or implicit promise to deliver a consistent and differentiated customer experience

Source: IBM Corp

© 2011 IBM Corporation3

© 2011 IBM Corporation4

© 2011 IBM Corporation5

Customers touch and experience the IBM brand in many ways

Service

Innovation

Diversity

Procurement

Government

Leadership

*Media

Technology

Education

Community

Customer

Employees

IBM BrandExperience

© 2011 IBM Corporation6

Trends That Are Shaping Global Media Consumption

North AmericaEuropeAsia

Latin AmericaAfrica

• Television

• Newspapers

• Online video

• Mobile

• Social Media

• Internet

• Online Gaming

• Events

• PR

• Television

• Newspapers

• Online video

• Mobile

• Social Media

• Internet

• Online Gaming

• Events

• PR

• Television

• Newspapers

• Online video

• Mobile

• Social Media

• Events

• Online Gaming

• PR

• Internet

• Internet TV

• Social Media

• Mobile

• Online video

• Internet

• Online Gaming

• PR

• Events

• Newspapers

• Internet TV

• Social Media

• Mobile

• Online video

• Internet

• Online Gaming

• PR

• Events

• Newspapers

Fastest growth Moderate growth No change Source: Ad Age Global

© 2011 IBM Corporation7

0% 20% 40% 60% 80% 100%

North America

Oceania / Australia

Europe

Latin America

Middle East

Asia

Africa

WORLD

World Internet Penetration Rate by Geographic Region - 2010

Internet Penetration (% of Population)

Source: Internet World Stats

© 2011 IBM Corporation8

0 100 200 300 400 500 600 700 800 900

Millions of Users

Internet Users in the World by Geographic Region - 2010

Source: Internet World Stats

Asia

Europe

North America

Africa

Latin America

Middle East

Oceanic / Australia

© 2011 IBM Corporation9

Social media sites bring people together to share, learn and discuss relevant issues

© 2011 IBM Corporation10

Most popular social sites for B2B marketing

Number of users

Tra

ffic

Lo wH

igh

LowHigh

© 2011 IBM Corporation11

© 2011 IBM Corporation12

Most popular social sites for B2C marketing

Number of users

Tra

ffic

Lo wH

igh

LowHigh

© 2011 IBM Corporation13

Social media changes the game…

25% of search results for the World’s Top 20 largest brands

are links to user-generated

content

34% of bloggers post opinions about products and

brands.Do you like what they are

saying about your brand?

Only 14%

trust your advertisements

78% of consumers trust

peer recommendations

People care more about how their social graph ranks products and services, than how Google ranks them

From “word of mouth” to “world of mouth”

Source of quotes: Social Media Revolution

© 2011 IBM Corporation14

…but the fundamentals remain true

Understand your brand

Select Media

Determine content

Be part of the conversation

Measure and improve

Manage your brand

© 2011 IBM Corporation15

Resources

IBM – www.ibm.com

IBM Smarter Planet media - www.youtube.com/watch?v=ONyPSXO2zOg

Internet World Stats - www.internetworldstats.com/stats.htm

Alexa - www.alexa.com

Landor’s Trend Forecast - www.wpp.com/wpp/marketing/branding/landors-2011-trends-forecast.htm

AD AGE - www.adage.com/whitepapers/whitepaper.php?id=35

Social Media Revolution 2 - www.youtube.com/watch?v=lFZ0z5Fm-Ng

United Breaks Guitars

– Song 1 - www.youtube.com/watch?v=5YGc4zOqozo&feature=relmfu

– Song 2 - www.youtube.com/watch?v=h-UoERHaSQg

– Song 3 - www.youtube.com/watch?v=P45E0uGVyeg&feature=relmfu

"Social Media in Plain English” - www.youtube.com/watch?v=MpIOClX1jPE

© 2011 IBM Corporation16

Thank you

ibm.com/smarterplanet

Christine Lemyze, Vice President, Marketing, GTS, IBM Growth Units