No big news yesterday at the #IBM_WatsonTLV, but these were my highlights:
Bryson Koehler, CTO, IBM Watson & IBM Cloud told us that AI is here to stay, and that “the cloud-native architecture will define computing (and competing) in the cognitive era”. Daniel Malka, GM IBM Israel, said that only organizations that will be able to combine artificial intelligence with the digital revolution will be the winners of the next decade.
It was interesting to look at IBM itself as a company going through the same transition and digital transformation, acknowledging the fact that its industry has changed dramatically and is on the move from IT to business- and apps-focus, and changing itself accordingly.
Talking about digital transformations, Carolyn Heller Baird, Global Research Leader, Customer Experience & Design, IBM spoke about Digital disappointment – why some customers aren’t fans, and shared some interesting research done at IBM showing that executives and consumers are seriously misaligned with their expectations and that this is one of the factors driving customers’ willingness to try companies’ digital CX initiatives.
Oh and the presentation I liked the most? When Discovery Meets Big Data – Ran Gishri, VP Marketing Taboola.
Maybe it’s the first strategy I should have presented here – applying social media for increasing awareness to your brand values and growing the brand equity. So why did I keep it to last? Well you know why: in many B2B companies we don’t really like our brand … We feel it’s a fluffy story, that doesn’t really say anything, doesn’t really get anyone engaged and definitely doesn’t help get more sales.
Let’s look at 2 examples of some people that seem to be doing it right.
A couple of years ago IBM came out with the Smarter Planet initiative. The initiative seeked to highlight how forward-thinking leaders in business, government and civil society around the world are capturing the potential of smarter systems to achieve economic growth, near-term efficiency, sustainable development and societal progress. For IBM, it was a good corporate story that tied together brand values, social responsibility and their IT solutions.
Ericsson is another example of someone that utilized social media for the brand’s vision – around the networked society. When they launched it, maybe a year ago, they came up with a new corporate video, a lot of new content (~70% of their posts were related to the “Networked Society” directly or indirectly), and a whole set of new visuals – including even a new font. As a result, they did see high engagement and social traffic contribution, as well as big communities that were created around this topic.
Is it the right strategy for you? To make it work you need to find the right story and create the WIIFM and real connection to your customers and your company.