The Integrated Planning System - Presentation for FUNNEL B2B Marketing event, Sydney 2012

The Integrated Planning System

Rowan HetheringtonDigital Business Transformation ProfessionalIBM Corporate Marketing

© 2012 IBM Corporation2

Contents

1. Why we need to re-imagine marketing

2. The Integrated Planning System: Five steps to ensure your marketing plan remains effective within the ever-evolving digital environment

3. Systemic changes required to enable the Integrated Planning System

Appendix– Resources and sources

© 2012 IBM Corporation

From To

Channel Network

Mass consumption Mass participation

Institutional mediation Social mediation

Content scarcity Content abundance

Attention abundance Attention scarcity

Asynchronous Real-time

A paradigm shift has occurred in communication



This has created complexity in the marketing funnel


1. Structural distinction between ‘Above the line’ and ‘Below the line’

2. Disciplines and media should be measured in different ways

3. Activity is made up of one off push ‘campaigns’

4. Segmentation is by demographics

“The real creative and planning issue is what attitudinal and behavioural change(s) are you trying to bring about? What matters is the total communication effect to be

achieved and how this converts into business results.” ~ American Express

Old marketing concepts can limit our ability to adjust:


Example of an integrated team: IBM Cloud team External

Comms

Marketing(cross-brand)

AnalystRelations

Inside Sales

ITSO Corporate Social

Design Lab

GTS

Cloud SMEs

Corporate Advertising

“Failure to include all corporate functions and communication channels in planning sub-optimises performance” ~ Media Neutral Planning Group


2. The Integrated Planning System


Country Digital Landscape: Each country has unique digital usage and behaviors which provide context to any digital planning activity.

Marketing Business Priorities: These should be a key determinant of the objective and selected constituency segment.

Digital Readiness Assessment: In the context of planning, the readiness assessment is about understanding the level of resources, skills, capabilities and digital maturity of the team and the team’s practices – so that the engagement plan you build is feasible. Local results can be compared against the digital landscape to understand where the biggest opportunities and gaps are.

Corporate Strategy: This should provide strategic intent to every plan and activity.

Inputs


"Alice: Would you tell me, please, which way I ought to go from here?The Cat: That depends a good deal on where you want to get to

Alice: I don't much care where.The Cat: Then it doesn't much matter which way you go."

~ Alice in Wonderland by Lewis Carroll, 1865

The importance of objectives


A constituency is a group of people who identify themselves as a group based upon their shared interests, beliefs, ambitions, or challenges (i.e. psychographics).

“Constituency” is not meant to replace “audience” – it is a different concept. Audience-based marketing and communications approaches are still useful.

Building constituency goes beyond reaching audiences. It gets to how a company establishes shared attraction and shared values: how it shapes not just common ground, but a deeper, enduring, shared idea.

Audiences tend to be passive recipients, defined only by demographics and subjected to interruption by messaging. They must be provoked to change. Meanwhile, a constituency is an active group with shared interests, beliefs, ambitions or challenges – constituencies often seek change.

What is ‘Constituency’? (segmentation)


Monitoring

Objectives:Mine social media for sales leads.

Enable IBM sellers to find ready prospects / clients and stay connected to them

Outcomes:Generate leads

Make it easy for customers to find our sellers in social media

Enable prospects / clients to perceive IBM as “tech savvy” and “easy to do business with

Objective:Find out how many people are talking about specific keywords online, understand natural language used in conversation, where they are talking, and what they are saying

Outcomes:Develop insight into your target constituencies

Help inform positioning, strategy and search terms for owned, earned, paid content

Inform where your brand / engagement should be online (media/PR, etc.)

Objective:Monitor and manage potential negative comments about your brand online

Outcome:Identify potential PR issues or disgruntled prospects / clients so you can react and attempt to fix the problems before they are widespread

Objective:Measure how an ad campaign, product launch or social initiative has impacted the way people talk about your brand online Outcomes:Demonstrate a campaign has caused more people to mention your brand

Demonstrate a campaign has changed peoples’ opinions of your brand

Benchmark level of influence of IBMers and external influencers

Mining Insights Measure

Objectives:Identify who the influential people are in your industry

Discover what is being said about your competitors

Outcomes:Identify bloggers, journalists, etc., to reach out to build & nurture relationships, potentially create brand advocacy

Learn what people think differentiates your brand from competitors

Identify IBM emerging influencers

Identify influencers

Listening: monitoring, aggregation and analysis of online conversation


Objectives: Drive sales by mining social media for sales leadsEnable IBM sellers to find ready customers and stay connected to customers. Make it easy for customers to find our sellers in social media.Help customers perceive IBM as “tech savvy” and “easy to do business with”.

The NA pilot generated:

• 2009: $2.3 M in OI with 29 leads

• 2010: $6.7M in OI and $357K wins had over 1,000 discussions

MiningListening Example: North America Intelligent Listening pilot


What resources do we need? (staff and/or funding)

Do we need to limit the scope of the plan to make it realistic, based on resources available? (think big, start small, iterate)

Who will do what?

What skills do the team need (who needs to be enabled on what)?

How should the cross-functional team integrate (what new behaviors / norms are required)?

What will be done, how and when?

Is it necessary to prioritize? (if so, you may want to refer back to the Business Priorities, one of the Inputs)

What are the blockers and how will we overcome them?

Are the objectives truly SMART? (Specific, Measurable, Achievable, Relevant, Time-bound)

How often will we iterate? What data will we base iterations on? How can we ensure / improve the quality of that data?

The Management Plan


Platforms

Strategy

If changes are made to any of the subsystems of the marketing system, the other subsystems must be adjusted to fit

Policies

Inputs Marketing system Outputs

Transformation of marketing

Improved client experience

Marketing results

Business need to re-imagine marketing

Marketing objectives

Processes

People



In summary


2. The Integrated Planning System: Five steps to ensure your marketing plan remains effective within the ever-evolving digital environment


Appendix– Resources and sources


Appendix

Resources:•IBM’s marketing solution portfolio addresses the emerging CMO needs (slide 19)•IBM CMO Study: Register to download the global study, along with an Australian perspective: http://ibm.co/S29SGj

Sources:• IBM• Media neutral planning best practice group http://www.cfim.co.uk/index.php?pgId=1

https://bitly.com/

https://bitly.com/

http://www.cfim.co.uk/index.php?pgId=1


IBM’s marketing solution portfolio addresses the emerging CMO needs

Typical Challenges Addressed

• Integrate offline and online customer data.

• Relevant experience across all channels.

• Maximize response rates.• Define next best / most relevant

action.• Maximize website conversions and

improve search results/rankings.• Improve ad and paid search ROI.

• Demonstrate marketing performance and returns.

• Optimize budget allocation.• Manage audience fragmentation

• Impact of collaboration and influence through social networking on organizations.

• Social as effective channel.

• Large amount of real time, disparate, unstructured data to collect, analyze and manage.

• Make informed decisions, identify potential trends and opportunities to improve.

IBM Smarter Marketing

Solution Areas

Customer Analytics

Customer Experience and

Engagement

Social Marketing and Collaboration

Marketing Performance Optimization

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Primary IBM Products and Services

IBM GBS

IBM GBS

IBM GBS

IBM GBS

Comments or questions?

Please contact Rowan Hetherington@RoHetherington

[email protected]

https://twitter.com/RoHetherington

http://rowan.typepad.com/

mailto:[email protected]

Documents

The Integrated Planning System - Presentation for FUNNEL B2B Marketing event, Sydney 2012