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New Media at Intergraph Presentation to Hogeschool InHolland, Diemen November 26, 2009 Zuriñe Garcia, Senior Marketing Specialist David Cinanni, Marketing Associate Presentation Overview A. About Intergraph B. About B2B Marketing C. Marketing at Intergraph D. New Media in B2B E. Future of Marketing F. What is important for you to know G. Conclusion/ Questions Page 2 A. About Intergraph Intergraph – a bit of history IBM M&S Computing M&S Computing Page 4 Intergraph Business Overview: Two Distinct Operating Divisions Intergraph goes to market through its two operating divisions, Process, Power & Marine (PP&M) and Security, Government & Infrastructure (SG&I): – PP&M has the broadest software portfolio in the industry used by nearly all of the Fortune Global 500 chemical, petroleum & pharmaceutical companies around the world – SG&I’s geospatial intelligence solutions are utilized by governments in over 80% of the world’s largest countries and security technologies help protect more than 500 million people worldwide Process, Power & Marine Security, Government & Infrastructure Industry-leading design & data-centric information management software for plants & marine facilities Geospatially-powered solutions for the security, intelligence, military and infrastructure industries 2008 Revenue: $339 million 2008 Revenue: $470 million Page 5 Intergraph Employees by Location Total Worldwide Employees of 4,041 Canada Employees: 179 EMEA Employees: 1,044 United States Employees: 2,060 India ROW Employees: 404 Asia Pacific (excludes India) Employees: 327 Employees: 27 * Employee data as of December 31, 2008. Page 6 Intergraph operates in B2B Page 7 B. About B2B Marketing Differences between B2B and B2C B2C B2B Relationship Driven •Product Driven Maximize the value of the relationship Maximize the value transaction Small, focused target market Large target market Multi-step buying process, longer sales cycle Single step buying process, shorter sales cycles Brand identity created on personal relationship Brand identity created through repetition and imagery Educational and awareness building activities Merchandising and point of purchase activities Rational buying decision based on business value Emotional buying decision based on status, desire or price Page 9 Reference Selling in B2B In B2B when prospects will want to know about what you have done. This is called reference selling. This comes in the following forms: Internal Communication Case Studies/Press Releases Events Videos Collateral Support Partnerships Page 10 C. Marketing at Intergraph European marketing organization Sr. Marketing Mgr. EU Sally Bos West Marketing Mgr./UK Ralph Diment Marketing Spec/UK Marina Conceicao Sales/Mktg UK Michelle Libby Sales/Mktg BE Kathleen Raeymaekers Sales/Mktg BE Judith Spillemaeckers Sales/Mktg UK Tina Rose Shared EMEA Mktg. Personnel SG&I Sales/Mktg Assist. PP&M Sales/Mktg Assist. East Marketing Mgr./PL Anna Stocka Marketing Events/EU Nicole Brlek Mktg/HRMgr/IT Manuela Fortunati Marketing Mgr Nordic Mari Helgeland Marketing Spec./DE Michael Hanschke Sales/Mktg/ PL Paulina Ratazijk Marketing Comm/EU Fabienne Pinot Marketing Spec./IT Sara Tomassini Sales/Mktg DK Tine Sonne Marketing Spec./DE Andrea Hoeh Sales/Mktg CZ Nadezda Hejhalova Marketing Web/EU Zurine Garcia Marketing Spec./ES Berta Colino Sales/Mktg DK Signe Bruskin Marketing Associate David Cinanni Marketing Spec./PT Filomena Abrantes Sales/Mktg NO Sølvi Oaland Sales/Mktg FR Licinia Rodriguez Sales/Mktg FI Pirjo Hartikainen Sales/Mktg FR Valerie Devesa Sales/Mktg NO Stine Vandbakk Central Mktg. Mgr/DE Matthias Alisch Sales/Mktg. DE Gabrielle Hillebrand Sales/Mktg DE Felicitas Stehlik Sales/Mktg PL Anna Smyk Sales/Mktg RS Olga Melikova Sales/Mktg DE Milica Trettin Sales/Mktg ES Mar Sanchez EMEA Marketing EMEA SG&I Sales/Marketing Admin. EMEA PP&M Sales/Marketing Admin. Page 12 What types of things do we do? Events User groups, Intergraph 2009-10 etc… ExhibitionShows Direct emails Using Eloqua to support other campaigns Press Releases Major Wins, Partnerships, Product Releases Case Studies Strategic wins, successful projects Websites Webinars/Seminars Videos Page 13 How do we innovate? “During economic downturns, innovation is the single most important condition for transforming the crisis into an opportunity” 2008 So how does Intergraph innovate…….? Page 14 D. New Media in B2B Goals with New Media Intergraph has 4 main goals when it comes to new media: 1. Reach (people outside our spectrum) 2. Influence (get them thinking about us) 3. Monitor and engage (direct connection with customers and prospects) 4. Improve Brand Perception as a modern and forward-leading organization Page 16 Twitter, Facebook, LinkedIn What type of content do we post here? - Press Releases - Press Coverage - Pre-Event Announcements - Post Event Wrap Up - Email Content (Repurposed) - Key Web Updates - Campaign Launches Page 17 Results? 408 Followers 250 Members 2,353 Page Views 650 fans 32 Subscribers 48 through facebook ad Page 18 Direct (e)mailing & campaign management – HTML Emails – Voicemails – used at our conference to remind people to register Note: make sure calls go to voicemails, and that the telephones are office phones if you do calls late at night ;-) – SMS – we asked people at registration if they would give us their mobile phones to send them updates during the conference, for change of rooms, announcements. 375 people registered for this. Track open rate and click-through rate Maintain Distribution Lists Create Interactive Forms Page 19 Customer Relationship Management Sales Database Enter leads, prospects, existing clients (contacts) Track and monitor opportunities Manage Marketing Campaigns Completely web based no software Page 20 SEO What is Search Engine Optimization (SEO)? SEO refers to search engine optimization, the process of structuring a web site so that it will appear at or near the top of a search engine results page (SERP) for your chosen keyword phrases. It also involves researching the best keywords to use for your industry, and they are not always the ones you would expect. Often our potential customers use different search terms than we would use, or they search for the solution to a problem without knowing exactly what they need. Keyword research is an important part of SEO and critical to the success of any campaign.( http://www.searchengineacademywest.com/what-is-seo-sem) What have we done at Intergraph? Optimization of all websites with meta tags + preferred content files Page 21 SEM What is Search Engine Marketing (SEM) Search Engine Marketing, that has to do with the ads that you see on the right or left of your Google search page or any other site for that matter. Although there are several different websites that allow you to advertise, Google ads are by far the biggest and most rampant ads on the internet. So the way that SEM works is that a company pays for these ads in one of two ways: Pay per click Pay per impression (http://www.semguide.com/index.htm) Page 22 SEM at Intergraph How do we use SEM? – SEM campaigns for specific purposes: Facebook recruiting Registrations to conference Promotion of courses in Spain Promotion of key products in France Note: We are currently advertising on both Google and Facebook to compare a cost per lead between both. What is nice about Facebook advertising is that it allows you to segment by demographics as Facebook stores this information. Google is more based on the words you use for your search and your IP address. Page 23 SEO - SEM Is the difference clear?? SEO involves using various strategies in the design and creation of a Web site to enhance its organic listing. SEO SEM SEM/ Pay per click ads are sponsored listings were the advertiser pays the search engine each time the ad is clicked on. Page 24 Blogs Successful launch of the PP&M GetSmart! Blog - http://blogs.intergraph.com/getsmart/ Used to communicate product releases, new developments and upcoming events to customers, and prospects Marketed through: - email signature, HTML email Page 25 Other uses of new media Online Meetings and Podcasts to reduce physical meetings, reduces costs and save time! = Page 26 E. Emergence of new tools, where is marketing going? Advertising B2B Media Spending in 2010 is over 30 Billion 13% of that of that will be on online ad spending, double the amount from 2005 Page 28 Social Media Social Media is no longer a niche and just for young people, consider the following median ages for users of the main four social media sites: 31 39 33 26 Page 29 Twitter Breaking news now not always by reporters…..Kevin Love Case Twitter is attracting young people! Can be useful for businesses to tie in all other medias more as one stop shop for information. Mobile posts via SmartPhones, 3RD party applications Receive feedback from customers and user generated content web 2.0 at its finest! Page 30 What is Yahoo Answers? Yahoo Answers is the knowledge sharing Q&A based social network. http://www.searchenginejournal.com/marketing-your-site-on-yahoo-answers/4509/ As of August 2007, Yahoo answers had 21 million U.S. users and 95 million worldwide. This has provided 160 million answers within the U.S. and 350 million worldwide. http://www.smallbusinesssem.com/part-one-what-is-yahoo-answers/1058/ Very powerful model for businesses to look at as they can create user generated content in order to answer FAQ’s in order to reduce customer service backlog. Also shows honesty and transparency. Web 2.0 is all about encouraging participation and sharing not shying away from it! Page 31 E. What is important for marketing/communication students to know? What do you need to know? Knowledge and skills in social media but also the latest design tools. Adobe design suite products are usually the industry standard. Attitude! Be open and willing to learn. Importance of projects during studies, any kind of experience Be informed and curious about anything new, not only what it is but how it can be used! Page 33 Conclusion Page 34 Questions Page 35