Presentatie IBM Nederland op Content Club #CC03, thema: Thought Leadership

© 2013 IBM Corporation

Let’s Build A Smarter Planet

Jelmer Letterie – External Communications IBM 14/11/2013


Agenda

A Smarter Planet – de strategie 1

2

A Smarter Planet – tot slot 3

A Smarter Planet – de aanpak


Agenda

A Smarter Planet – de strategie 1


We believe in progress – that the application of intelligence, reason and science can improve business, society and the human condition


https://www.youtube.com/watch?v=gLlJDUPg-kY


First men on the moon


The IBM personal computer The IBM personal computer


A new Era of Computing


Something meaningful is happening.


Our world is becoming

INSTRUMENTED

Our world is becoming

INTERCONNECTED Virtually all things, processes and ways of working are becoming

INTELLIGENT


INSTRUMENTED

We now have the ability to measure, sense and see the exact condition of everything.

! Today, there are 1 billion transistors for each person on the planet.1

! By 2010, 30 billion RFID tags will be embedded into our world and across entire ecosystems.1

Everything will become instrumented: supply chains, healthcare networks, cities and even natural systems like rivers.


INTERCONNECTED

People, systems and objects can communicate and interact with each other in entirely new ways.

!  The internet of people is 1 billion strong. Almost one third of the world’s population will be on the web by 2011.1

!  There will be nearly 4 billion mobile phone subscribers worldwide by the end of 2008.1

The Internet of things—cars, appliances, cameras, roadways, pipeline, pharmaceuticals and even livestock—is headed to 1 trillion.


INTELLIGENT

We can respond to changes quickly and accurately, and get better results by predicting and optimizing for future events.

!  Every day, 15 petabytes of new information are being generated. This is 8x more than the information in all U.S. libraries.1

!  An average company with 1,000 employees spends $5.3 million a year to find information stored on its servers.1

New computing models manage the massive amounts of data generated by the proliferation of end-user devices, sensors, and actuators. Combined with advanced analytics, these technologies are making us smarter.


+ + = An opportunity to think and act in new ways—

economically, socially and technically.


Amsterdam Airport Schipol increased baggage handling capacity by 80%—from 5,000 to 9,000 bags per hour.

Instrumented: Sensors track the luggage of connecting flights, enabling real-time traceability at all points in the connection pipeline.

Interconnected: The solution seamlessly integrates data from Schiphol’s own systems as well as from airlines and third-party ground services providers.

Intelligent: By comparing a bag’s location with underlying routing rules, the airport can identify potential problems and keep bags from missing their owners’ connecting flights.

The Digital Delta aims to cut costs in water management by 15 percent.

Instrumented: Data from precipitation measurements, water level and water quality monitors, levee sensors, radar data, model predictions etc.

Interconnected: Water data from a wide range of existing data sources will be integrated and analyzed

Intelligent: Using data visualization and deep analytics, these insights can help prepare for imminent difficulties, enabling authorities to coordinate and manage response efforts.


With Smart-Incar, the City of Eindhoven resolved road network issues faster, reduced congestion and improved traffic flow.

Instrumented: 200 participating cars were equipped with a device that gathered relevant sensor data - that were indicators of potholes or icy roads

Interconnected: The automobiles generated a vast amount of data that was used to improve traffic condition and road safety.

Intelligent: Raw data from the vehicles highlighted 48,000 incidents over a period of six months, from 1.8 billion sensor signals. Incidents included heavy rain, black spots, switching on of hazard lights or fog.

The tourism and convention board Amsterdam analyzed the effects of marketing campaigns and programs on the city’s tourism industry.

Instrumented: A free city card shows exactly which attractions tourists skip, which ones they visit and which paths they follow to get there.

Interconnected: Statistical analysis paints a holistic picture of the tourism and convention industry across the city, integrating and correlating data points from multiple perspectives.

Intelligent: With insight into tourism trends and the patterns underlying the behavior of more than 4.5 million visitors each year, ATCB developed more effective campaigns.


What IBM stands for today

Smarter Transportation

Smarter Telco

Smarter Utilities

Smarter Healthcare Smarter Food Smarter Oil

& Gas

Smarter Water Management

Smarter Money

Smarter Public Safety

Smarter Supply Chains

Smarter Cities

Smarter Retail


Agenda

2 A Smarter Planet – de aanpak


A vision that provokes conversations

An opportunity to think and act in new ways:

We will use the vision to create presence

We will establish an agenda that provokes conversations

We will drive the conversation to reframe existing sales pursuits and create new opportunities


What would your client say… Is the greatest opportunity for progress today? Is the smartest thing happening in their industry? Is the biggest risk their business faces?


Smarter planet is an advertising campaign


Smarter planet is a presidential agenda


Smarter planet is a front-page story


Smarter planet is a career option


Smarter planet is a research objective


Smarter planet is a debate online


Smarter planet is a meeting of minds


Smarter planet is a movement


CHALLENGE: NEW SOLUTIONS, NEW TARGET AUDIENCES, NEW BUYERS


When leaders think about the way the world should work, they challenge the status quo


Challenge the status quo


Surprising ideas




DRIVING EARNED MEDIA


Assets that generate the most engagement have a sense of the unexpected, are newsworthy or are provocative in nature

!  Statistic !  Trending !  Personal !  Unexpected !  Passion !  Arousal !  Newsworthy !  Quote !  Community

of Participation

!  Utility !  Provocative

22 SME interviews 30 secondary

sources

Initial characteristics

“Videos that go viral typically make a grand proclamation, for example, the 5x5.” - George Faulkner, IBM

Unexpected - Includes something surprising or unusual

Newsworthy - Are you making news?

Provocative - Contains a point-of-view that challenges conventional thinking

“To be widely shared, an asset needs to offer a view of the world that is somehow surprising.” - Ethan McCarty, IBM

64% say news is the type of content they share most frequently, the most of any type of content*

‘Winning’ characteristics Analysis of 500 assets


We researched 500 assets to investigate which characteristics, asset types and platforms generated greater engagement

Asset type and characteristics

Top characteristics

Platform and asset type

!  11 characteristics !  22 expert interviews !  30 secondary research reports

!  500 individual assets !  30,000 comments and 75,000 likes !  15 asset types, 11 asset categories !  0-2 point scale rating, 11 characteristics

!  Performance measured by average comments and likes

!  2/3rd IBM and 1/3rd external assets/platforms


The research revealed that characteristics that drive engagement differ by each asset type

# C

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# C

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Furthermore, the engagement that the assets drive is dependent on the platforms they are hosted on


However, characteristics alone are not enough. It is imperative to define goals, target constituencies and influencers.


EARNED

PAID 6 Juni 18 Juni

Paid-Owned-Earned contact strategy

EARNED

PAID


Paid Media: direct mail





Constituencies •  Innovation •  Traffic & Mobility •  Government - General, Cities and Public

safety

Build your story We customized the message per the constituency and per asset type characteristics.

Example Tweet – Public Safety 32% of severe accidents in cities happen on zebra crossings. 10- year old invents a solution.

Determine the platforms We identified which platforms we wanted to use to position the asset.

Example 9 LinkedIn groups 2 blogs 1 community 5 Twitter channels

Identify your influencers We selected the IBM influencers with a reach to the different constituencies.

Example IBMers per constituency Innovation – Pierre de Wit

2. Build your asset The Smarter Planet movie was already created. Video matched with the video criteria unexpected and personal.

5. Measure Target: 840 views

1 3 4

EARNED


Paid Earned

Where the constituency was led

Placed a Banner on Financial Daily (fd.nl) and LinkedIn. Led to the ibm.nl (IBM Netherlands domain)

Used the ESP Lead to the Youtube Smarter Planet Movie – Linkedin, Twitter, FB, External Blogs, Communities

Impressions 1.35 Million Impressions on fd.nl (96%)

52,000 impression from Social Media (4%)

Views 2600 views on IBM domain 2380 views on Youtube

Engagement 29 Comments /30 Likes

EARNED


STATISTICS •  123 Tweets; 29 ReTweets •  Maxium impressions: 34,008 •  Estimated impressions:

10,000

TWITTER

STATISTICS •  20 Updates ; 7 Group Posts •  Maximum impressions:

18,000 •  Estimated impressions:

5,000

And with the ESP approach we were able to have a reach within the targeted constituencies

Participation per audience

LINKEDIN Participation per audience

LINKEDIN Participation per group

STATISTICS •  Smarter City’s group: 9 comments •  Civil Servant group: 20 comments

EARNED


Agenda

A Smarter Planet – tot slot 3

Interbrand Rankings

50.000

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76,000 74,000 72,000 70,000

68,000 66,000 64,000 62,000 60,000 58,000

56,000 54,000 52,000 50,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

@ibminnederland IBM.Nederland

@kirsten_HD @jelmerletterie

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Presentatie IBM Nederland op Content Club #CC03, thema: Thought Leadership

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