The New Language of Marketing 2.0: How to Use Angels to Energize Your Market

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