Let_us_build_smarter_planet.

mp4

Building a smarter planet

Shravan Bhumkar
KH08JUNMBA100

BUILDING A
SMARTER PLANET
The reality of living in a globally integrated world is
upon us
 Frozen credit markets and limited access to capital.
 Economic downturn and future uncertainty.
 Energy shortfalls and erratic commodity prices.
 Information explosion and risk/opportunity growth.
 Slowing superpowers and emerging economies.
 Increasingly complex supply chains and empowered consumers.
(Campaign launch : Nov-2008 globally)

The world is connected :

economically, socially & technically.

Building a smarter planet

 Smarter planet: Thinking and acting in
new ways to make our systems more efficient,
productive and responsive.

Smarter Planet
Our world is becoming

INSTRUMENTED
Our world is becoming

INTERCONNECTED
Virtually all things, processes and ways
of working are becoming

INTELLIGENT

Building a smarter planet

Lead the Charge to Think and Act in New Ways –
Economically, Socially and Technically

Building a smarter planet

Smart solutions by industry

Developed by : Ogilvy and Mather

Building a smarter planet

 IBM Smarter Planet Messaging Map
Context The world is getting flatter, smaller and smarter

Responding To Making Better Doing More

Client Needs More Agility
New Behaviors Decisions With Less

IBM Value
Proposition Your best partner on a smarter planet

Smarter Industries Key Themes

• Smarter Grids (E&U)
• Smarter Oil and Gas (C&P)
Conversations • Smarter Transport's (T&T) • Smart Work
Along Two • Smarter Risk Mgt (Banking / FM) • New Intelligence
Dimensions • Smarter Healthcare
• Green & Beyond
------------------------------------------
• Telecommunications • Dynamic Infrastructure
• Government
• Insurance

Consumption
Cloud, Managed Business Process Outsourcing, Traditional client-led
Choices

Building a smarter planet

A true 360 effort with an extensive range of relevant
client touches

Building a smarter planet

Ads: Covering key Smarter Planet topics with a
new one issued every week magazine, newspapers

Building a smarter planet

Leveraging Social Media
 Smarter Planet Channel: a total of 32 videos
Viewers can subscribe and be notified when new videos are posted.

Building a smarter planet

Blog, Twitter, Facebook, Tumblr

Building a smarter planet

Search: 3000+ words on Yahoo, Google & Bing

Building a smarter planet

Smarter Planet TV

Building a smarter planet

Events

Building a smarter planet

Effective advertising campaign

 Message
– To build smarter planet through invention, intelligence, technology.
– Identify problem, provide smarter solution
– Green and beyond
 Target audience ( B2B , B2C through Partnership)
– Governments, business, education, medical science, oil etc.
 Competitive advantage highlighted
– People, system, technology, intelligence, infrastructure
 You have to spend money to make money
– Huge amount of money spends on sponsorship, newspaper & magazine ads
– Advertising and promotional expense US $ 1,259 million (2008)
 Advertise in the right places
– Placed in webs / hoardings / newspaper / TVs
 Brand
– Global marketing strategy

Building a smarter planet

Reference

 www.ibm.com
 www.smarterplanet.com
 www.smarterplanet.blog.com
 www.businessweek.com
 www.wikipedia.org

Building a smarter planet

 Thank you.

Let’s Build a Smarter Planet.

Building a smarter planet