The New Language of Marketing 2.0
IBM Press (Verlag)
978-0-13-714249-1 (ISBN)
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—Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution
“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly—The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”
—Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School
“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”
—Anne Holland, Founder, MarketingSherpa Inc
Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur
Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools—and using them to maximize revenue and profitability.
Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.
Includes information, case studies, and working examples for next generation marketing strategies such as:
• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• RSS
• Podcasting
• Videocasting
Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies—now, and for years to come.
Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:
Analyze and ensure strong market understanding
Nail the relevant strategy and story
Go to Market Plan
Energize the channel and community
Leads and revenue
Scream!!! Don’t forget the Technology!
BONUS Content Available Online:
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.
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Table of Contents
Introduction
A: Analyze Here, There, and Everywhere
Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM
N: Nail the Strategy
Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Roles: Forrester Research
Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer
G: Go-to-Market
Chapter 8: Break Through the Noise
Chapter 9: Influencer Value: The IBM Case Study
E: Energize the Ecosystem and Market
Chapter 10: The New Vessels
Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual Environments: The Coca-Cola Company and IBM
Chapter 13: Widgets: The Use of Widgets at IBM
Chapter 14: Blogs: Midwest Airlines and IBM
Chapter 15: Serious Gaming: IBM’s Innov8
L: Leads and Revenue
Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing Dashboards: IBM Cognos
S: Scream Through Technology
Chapter 19: Screaming World Changes
Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel
Putting It All Together
Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future
The following materials can be found on the companion Web site at ibmpressbooks com/angels:
Online 1: Relationship and Word of Mouth: Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act
Sandy Carter is IBM’s vice president of SOA and WebSphere marketing, strategy, and channels. She is responsible for IBM’s cross-company, worldwide SOA initiatives and is in charge of one of IBM’s premier brands, IBM WebSphere. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year. Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at http://socialmediasandy.wordpress.com/. Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women. Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.
Forewords xxix
Preface xxxiii
Acknowledgments xxxix
About the Author xli
Introduction 1
A Analyze Here, There, and Everywhere
Chapter 1 Listening and Analyzing in the Global World 13
Listening and Analyzing in Both Old and New Ways 14
Discovery 15
The Traditional Methodology 17
New Trends in Research 21
Online Communities for Insight 21
Blogs for Insight 23
Online Product Reviews 25
Segmentation 26
Globalization 29
Conclusion 35
Chapter 2 Segmentation in Action: The Nortel Case 37
Focus on Global-Local Marketing 38
Focus on Nortel’s Lauren Flaherty 39
What Is Nortel? 39
The Customers 39
The Product 40
The Competition 40
The Global-Local Agenda at Nortel 40
Fish Where the Fish Are! 40
Application to Your Company 42
The Global Brand Analysis 43
Operation Tornado 46
Application to Your Company 48
Nortel Lessons Learned 49
Skills 49
Based on Criteria Only 49
Speed, Baby! 49
The Outcomes 50
Conclusion 50
Chapter 3 Globalization: Lenovo, Google, Unilever, and IBM 53
Focus on Unilever’s Dove Brand 53
The Global-Local Concept at Dove 54
Success Measured 57
Top Five Lessons Learned 58
Application to Your Company 59
Focus on Lenovo 60
A Discussion of the Global-Local Concept with Wang Yong–Editor in Chief, CMO Magazine in China 62
Success Measured 64
Top Five Lessons Learned 64
Application to Your Company 65
Focus on IBM 65
IBM Lessons Learned 67
Lessons Learned 69
Application to Your Company 70
Google 70
Insights from Google 71
Conclusion 71
N Nail the Strategy
Chapter 4 Fish Where the Fish Are and Use the Right Bait 75
Where’s the Best Fishing? 77
Which Fish? Role-Based Marketing 77
How Do You Begin Your Role-Based Journey? 78
Personalize Your Approach by Role 80
The Outcomes of Role-Based Marketing Done Right 82
Top Five Lessons Learned About Role-Based Marketing 82
How Big Is the Pond? Creating a New Market and Setting an Agenda 83
When Do You Enter a New Market? 84
When Do You Know if There Is a Need for a New Market? 85
Top Five Lessons Learned About New Markets 86
The Bait: Community and Lightly Branding 87
Top Five Lessons Learned About Community Branding and Lightly Branding 91
The New Fishing License: Corporate Social Responsibility (CSR) 92
Top Five Lessons Learned About Corporate Social Responsibility 94
Conclusion 94
Chapter 5 Relevance and Roles: Forrester Research 97
Focus on Forrester 99
What Is Forrester Research? 99
The Customers 100
The Product 100
The Competition 100
The Marketing Best Practice 101
The Role-Based Agenda at Forrester 101
The “Right” Number of Roles 102
Application to Your Company 103
Role-Based Products, Deliverables, and People! 105
Application to Your Company 110
Communication Up and Down 110
Application to Your Company 113
Forrester Lessons Learned 113
Outside In, Really! 113
Change Slower Than It Appears in Your Mirror 113
The GB: Governance and Best Practices 114
Is It Working? 115
Conclusion 116
Chapter 6 Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos 117
Focus on Lightly Branding 117
Focus on EepyBird’s Grobe and Voltz 118
What Is EepyBird? 118
The Customers 119
The Product 119
The Marketing Best Practice 119
The Lightly Brand Agenda at The Coca-Cola Company and EepyBird 120
It Is Entertainment–Edutainment! 122
Application to Your Company 123
Authentic 123
Application to Your Company 124
Fans and Friends 124
Application for Your Company 125
EepyBird Lessons Learned 126
Artists 126
The Model Is Changing 126
Right-Brained, Left-Brained 127
Conclusion 127
Chapter 7 Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer 129
Top Five Best Practices for CSR 130
Focus on Becoming a Role-Model Company 131
Application to Your Business 131
Evaluate Your Partners and Suppliers 133
Application to Your Business 133
Measurements Matter to the Business Leaders–Market the Value 133
Application to Your Company 135
Educate Yourself and Your Company 136
Application to Your Business 136
Power Up Your Brand to Be Green–When You Think Green, Think Blue! 137
Application to Your Business 140
Project Green Results to Date 141
Conclusion 142
Endnotes 142
G Go-to-Market
Chapter 8 Break Through the Noise 145
Winning Prioritization 147
Local Priorities 148
Global Priorities 149
Program Profile 149
Focus Area Guidance 149
Tactical Guidance 151
Face-to-Face Education 152
Top Five Lessons Learned for Prioritization of the
GTM Guidance 153
Value Proposition 154
Top Five Lessons Learned for Value Proposition 157
The New “Who” 158
The Circle of Influence 158
The New Buying Group 159
The New Trusted Who 160
Top Five Lessons Learned on the New “Who” 160
Conclusion 161
Endnotes 161
Chapter 9 Influencer Value: The IBM Case Study 163
Focus on Influencers in Marketing 164
The Influencer Agenda at IBM 164
The Wheel of Influence at IBM 165
Application to Your Company 167
The Jam: A Collaborative Platform to Leverage the Influencer’s Ideas 167
Application to Your Company 171
Activation of the Internal Influencers 172
Application to Your Company 174
IBM Lessons Learned 175
Constantly Modify Your View of the World 175
Food for Thought: The New Segmentation: Engagement? 175
Think Big 176
Conclusion 177
E Energize the Ecosystem and Market
Chapter 10 The New Vessels 181
Focus on Social Networks: Online Communities 183
What Is a Community? 185
Types of Communities 185
Top Five Lessons Learned for Communities 187
Facebook 188
Top Five Tips for Facebook for Marketing 191
Social Networks with Virtual Environments 191
Top Five Tips for Virtual Environments 194
Focus on Participation with Viral 195
Top Five Tips on Viral Marketing 198
Focus on Participation with Serious Gaming 199
Top Five Lessons Learned for Serious Gaming 202
Focus on Sharing with Widgets and Wikis 202
The Collaborative Web Site: Wikis 205
Top Five Lessons Learned for Widgets and Wikis 206
Blogging Including Twitter 208
Top Five Ideas for Better Blogging 211
RSS 212
Top Five Lessons Learned for Success on RSS 213
Podcasts 213
Top Five Lessons Learned on Podcasting 214
Videocasting 215
Top Five Lessons Learned on Videocasting 216
Putting It Together–The Marketing 2 0 Starter Set! 217
Conclusion 219
Chapter 11 Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson 221
Focus on Object Management Group’s (OMG) Activity-Based Communities 222
The OMG Community Agenda 222
What Are the Secrets to OMG’s Success? 223
Application to Your Company 224
Focus on Adobe and Rubicon’s Definition-Based Community 228
The Secrets to Rubicon and Adobe’s Success 230
Application to Your Company 231
Focus on Harley-Davidson’s Obsession-Based Community: H O G 231
The Harley Community Agenda 231
The Secrets of Harley’s Success 233
Application to Your Company 234
Conclusion 235
Chapter 12 Virtual Environments: The Coca-Cola Company and IBM 237
Getting Started–An IBM Experience 239
The Marketing Best Practices 240
Wimbledon Tennis Event in Virtual Worlds 241
Application to Your Company 243
The SOA Island Focus on Education 244
Application to Your Company 247
Focus on The Coca-Cola Company’s Second-Life Adventures 248
Virtual Environment Lessons Learned 252
Application to Your Company 253
Conclusion 254
Chapter 13 Widgets: The Use of Widgets at IBM 257
Focus on Widgets in Marketing 257
Focus on IBM’s Widget 258
What Is the Smart SOA Widget? 259
Why a Widget? 259
Who Are the Users of the Widget? 260
The Competition 260
The Marketing Best Practice 261
The Widget Agenda at IBM SOA 261
Top Five Applications for Your Company 263
IBM Lessons Learned 264
What Does the Future Hold? 266
Conclusion 266
Chapter 14 Blogs: Midwest Airlines and IBM 267
Blogs Are Changing the Marketing Conversation 268
Focus on Midwest’s Tish Robinson 268
What Is Midwest Airlines? 269
The Customers 269
The Product 269
The Competition 269
The Marketing Best Practice 269
The Blogging Agenda at Midwest Airlines 272
Driven by Corporate Values and a Niche! 272
Application to Your Company 273
Get Personal! 274
Application to Your Company 275
Lightly Branded 275
Application to Your Company 275
Midwest and IBM Lessons Learned 278
It Takes Time! 278
Follow the Golden Rule 279
You Can’t Fake Passion 279
Learn the Basics 279
It Is Beyond a U S Phenomena 280
It Is About the Conversation 280
Conclusion 281
Chapter 15 Serious Gaming: IBM’s Innov8 283
Focus on Serious Gaming in Marketing 284
Focus on IBM’s Innvo8 284
The Games Stigma 285
What Is Innov8? 286
Why Innov8? 287
Our Recipe for Serious Game Design 287
Who Are the Customers? 289
The Competition 289
The Marketing Best Practice 290
The Serious Gaming Agenda at IBM 293
Internal Corporate Training and Collaboration 293
Point-of-Sale Games 294
Games That Extend Brand Reach 294
Academic Initiative 294
The Game in Action, Building Key Skills 295
Don’t Forget the Buzz! 299
Application to Your Company 300
Growing Up Blue! 301
Academic Initiative Next Steps 301
Application to Your Company 302
ROI 302
IBM Lessons Learned 302
Conclusion 304
L Leads and Revenue
Chapter 16 Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV 307
Where Are You Going? 307
How Do You Develop a Dashboard? 309
Caution! 313
What Should You Focus On? 313
Enter the New World–Experimentation Required for a Lifetime! 319
Lessons Learned 321
The Wrong Metrics 323
Conclusion 324
Chapter 17 Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs 325
Focus on Innovation That Generates Revenue 326
Collaboration for Results with adidas Group 329
Application for Your Business 330
Dashboards and Metrics 332
ConAgra Foods 332
Who Are They? 332
What Do They Measure? 333
Benefits They Hope to See 333
Tellabs 333
Who Are They? 333
What Do They Measure? 334
IDC’s View for the High-Tech Marketer 337
Application to Your Company 339
Conclusion 341
Chapter 18 Marketing Dashboards: IBM Cognos 343
Management System and Vision 343
A New Metric: The “In-Process” Metric 346
Focus on IBM Cognos 347
Best Practices at IBM Cognos 349
Top Three Lessons Learned 354
Conclusion 355
S Scream Through Technology
Chapter 19 Screaming World Changes 359
Technology 360
Online Customer Experience: Commerce and More 361
Reach: Mobile Technology 362
Application to Your Company 363
Integration of User Content: Social Networking 364
Internet 2D to 3D 366
Agility: Driving Sustainable Advantage Across the Enterprise with a Business Process Management Suite (BPMS) 368
The Digital Citizen 371
Top Five Ideas for the Digital Citizen 372
Digital Citizen: Application to Your Company 375
Timing 375
Application to Your Company 378
Conclusion 378
Chapter 20 Technology Matters: IBM, Staples, Dell, and MyVirtualModel 379
Focus on Five Technology-Enabled Marketing Best Practices 380
Online Chat–IBM 381
The Leaders 381
The Best Practice 381
The Technology 382
The Results 383
Top Five Lessons Learned 383
eNurturing 384
The Leader 384
The Best Practice 385
The Technology 385
The Results 386
Top Five Lessons Learned 387
That Was Easy! Staple’s Ease Drives Sales 387
The Leader 388
The Best Practice 388
The Technology 389
The Results 390
Application to Your Company 390
Dell Uses Twitter to Drive Sales 391
The Leaders 391
The Best Practice 392
Top Three Lessons Learned 394
The Technology 394
The Results 395
Application to Your Company 395
Virtual Modeling 396
The Leader 396
The Best Practice 397
The Technology 397
The Results 398
Application to Your Company 398
Conclusion 400
Putting It All Together
Chapter 21 End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology 403
The Story of the IBM WebSphere Brand from a Marketing Viewpoint 404
1998—1999 404
Application to Your Company 406
2000—2002 409
Anatomy of a “Global Scream” 410
Role-Based Approach 411
Application to Your Company 414
2003—2004 414
Application to Your Company 415
2005—2006 415
Agenda Setting Moment 416
Educating the Market 416
Partner Skills 418
Focus on Getting Started 418
Leveraging the New Vessels 419
A Focus on the Loyalty Factor 424
Bring the Power of Your Whole Company to Bear on the Market 425
Application to Your Company 426
2007—Today: Marketing 2 0 427
Top Five Lessons Learned 428
Conclusion 431
Chapter 22 The Top 10 Don’ts and the Marketing Organization of the Future 433
#1: Don’t Forget About Office Politics 434
#2: Don’t Take Your Eyes off Profit Generation 434
#3: Don’t Ignore the Future 435
#4: Don’t Forget That Marketing Is Not B2B or B2C, but P2P (People to People) 436
#5: Don’t Miss the Web 2 0 Power 438
#6: Don’t Forget the Value of the Influencer 439
#7: Don’t Ignore Your Marketing Mix 441
#8: Don’t Underestimate Change and the Prosumer 443
#9: Don’t Disinvest in Skills and Human Capital Management 444
#10: Don’t Neglect Organization Transformation 445
The Marketing Function of the Future: A Framework 446
Endnotes 449
Index 451
The following materials can be found on the companion Web site at ibmpressbooks com/angels
online o1 Relationship and Word of Mouth: Rackspace 1
Focus on Word of Mouth 1
Focus on RackSpace 3
What Is Rackspace? 3
The Customers 3
The Product 3
The Competition 4
The Marketing Best Practice 4
The Word-of-Mouth Agenda at Rackspace 5
Become a Fanatic! 6
Application to Your Company 7
The Ecosystem 8
Sales and Marketing 11
Application to Your Company 11
Rackspace Lessons Learned 11
Experiment with Segmentation 12
Service Matters! 12
Best to Work For 13
Conclusion 14
online o2 Personal Branding 15
What Is a Brand? 16
Image 17
Experience 19
Trust 21
Relationship 22
Application to You 24
In Today’s Dynamic World 25
Conclusion 27
online o3 National Environmental Policy Act 29
Governs Environmental Marketing Claims in the United States By Direction of the CommissionDonald S Clark, Secretary 29
260.7 Environmental Marketing Claims 29
General Environmental Benefit Claims 29
Degradable, Biodegradable, and Photodegradable 31
Compostable 32
Recyclable 34
Recycled Content 38
Refillable 42
Ozone Safe and Ozone Friendly 43
| Erscheint lt. Verlag | 20.11.2008 |
|---|---|
| Verlagsort | Armonk |
| Sprache | englisch |
| Maße | 154 x 229 mm |
| Gewicht | 630 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-714249-8 / 0137142498 |
| ISBN-13 | 978-0-13-714249-1 / 9780137142491 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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