New Media at Intergraph

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

114 views

New Media at Intergraph

Presentation to
Hogeschool

InHolland
, Diemen

November 26, 2009

Zuriñe Garcia, Senior Marketing Specialist

David Cinanni, Marketing Associate

Page
2

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

Presentation Overview

A.

About Intergraph

Page
4

Intergraph


a bit of history

M&S Computing

IBM

M&S Computing

Page
5

Intergraph Business Overview:

Two Distinct Operating Divisions

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: $470 million

2008 Revenue: $339 million


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

Page
6

Total Worldwide Employees of 4,041

Intergraph Employees by Location

Canada

Employees: 179

United States

Employees: 2,060

EMEA


Employees: 1,044

Asia Pacific

(excludes India)

Employees: 327

India

Employees: 404

ROW

Employees: 27

* Employee data as of December 31, 2008.

Page
7

Intergraph operates in B2B



B.

About B2B Marketing

Page
9

Differences between B2B and B2C

B2B



Relationship Driven



Maximize the value of the relationship



Small, focused target market



Multi
-
step buying process, longer sales cycle



Brand identity created on personal relationship



Educational and awareness building activities



Rational buying decision based on business value



B2C



Product Driven



Maximize the value transaction



Large target market



Single step buying process, shorter sales cycles



Brand identity created through repetition and
imagery



Merchandising and point of purchase activities



Emotional buying decision based on status,
desire or price



Page
10

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

Collateral Support

Case Studies/Press Releases

Events

Videos

Partnerships

C.

Marketing at Intergraph

Page
12

European marketing organization

Mktg/HRMgr/IT
Manuela Fortunati

Marketing Spec./PT
Filomena Abrantes

Sr. Marketing Mgr. EU
Sally Bos

Marketing Comm/EU
Fabienne Pinot

Marketing Web/EU
Zurine Garcia

Marketing
Associate

David Cinanni

Marketing Events/EU
Nicole Brlek

Marketing Spec./IT
Sara Tomassini

Marketing Spec./ES
Berta Colino


Sales/Mktg FR
Licinia Rodriguez

Sales/Mktg FR
Valerie Devesa

Sales/Mktg ES
Mar Sanchez

Shared EMEA
Mktg. Personnel

PP&M
Sales/Mktg Assist.

SG&I
Sales/Mktg Assist.

EMEA
Marketing

EMEA SG&I Sales/Marketing Admin.

EMEA PP&M Sales/Marketing Admin.

East Marketing Mgr./PL
Anna Stocka

Sales/Mktg CZ
Nadezda Hejhalova

Sales/Mktg PL
Anna Smyk

Sales/Mktg/ PL
Paulina Ratazijk

West Marketing Mgr./UK
Ralph Diment

Marketing Spec/UK

Marina

Conceicao



Sales/Mktg UK
Michelle Libby

Sales/Mktg BE
Judith Spillemaeckers

Sales/Mktg UK
Tina Rose

Sales/Mktg BE

Kathleen Raeymaekers

Sales/Mktg FI
Pirjo Hartikainen

Sales/Mktg NO

Sølvi Oaland

Sales/Mktg DK
Tine Sonne

Sales/Mktg DK
Signe Bruskin

Marketing Mgr Nordic
Mari Helgeland

Central Mktg. Mgr/DE
Matthias Alisch

Marketing Spec./DE
Michael Hanschke

Marketing Spec./DE
Andrea Hoeh

Sales/Mktg DE
Felicitas Stehlik

Sales/Mktg. DE

Gabrielle Hillebrand

Sales/Mktg DE
Milica Trettin

Sales/Mktg RS
Olga Melikova

Sales/Mktg NO
Stine Vandbakk

Page
13

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
14

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…….?

D. New Media in B2B

Page
16

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
17

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
18

Results?




408 Followers





250 Members










2,353 Page Views





650 fans




32 Subscribers





48 through









facebook

ad









Page
19

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
20

C
ustomer
R
elationship
M
anagement


Sales Database


Enter leads, prospects, existing clients (contacts)


Track and monitor opportunities


Manage Marketing Campaigns


Completely web based no software


Page
21

SEO

What is
S
earch
E
ngine
O
ptimization (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
22

SEM


What is
S
earch
E
ngine
M
arketing (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
23

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
24

SEO
-

SEM


Is the difference clear??


SEO

SEM

SEM/ Pay per click ads are sponsored listings were the
advertiser pays the search engine each time the ad is
clicked on.

SEO involves using
various strategies in the
design and creation of a
Web site to enhance its
organic listing.

Page
25

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
26

Other uses of new media

Online Meetings and Podcasts to reduce physical meetings, reduces costs and save time!













=







E. Emergence of new tools, where is marketing going?


Page
28

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
29

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
30

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
,

3
RD

party applications


Receive feedback from customers

and user generated content

web 2.0 at its finest!




Page
31


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!

E. What is important for marketing/communication
students to know?


Page
33

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
34

Conclusion

Page
35

Questions