Merging Tech & Marketing in a Cognitive World
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Randy Hlavac gave a presentation on merging technology and marketing in a cognitive world. He discussed how marketing has evolved from mass marketing to more targeted and automated approaches that increasingly utilize technology. Hlavac also summarized his career at Northwestern University working on various initiatives involving omni-channel marketing, data insights, and incubating startups. Additionally, he described the IBM and Social Media Marketing specialization course on Coursera that uses expert instructors, immediate application of knowledge, short focused videos, and gamification to teach effective social media strategies. Finally, Hlavac outlined Northwestern's vision for the future by leveraging technologies like cloud computing, cognitive AI, and real-time analytics and data across mobile, web,
![10/23/2016World of Watson 20166
What is a MOOC?
Global
Video-
based
Peer
Evaluated
Massive
September 2015 - October 2016
Visitors 196,961
Enrollees 35,043
BlueMix Exposures 16,724
Program Completions [6
month course]
10,673
IBM Exposures 97,558](https://image.slidesharecdn.com/3895-hlavac-161201205950/85/Merging-Tech-Marketing-in-a-Cognitive-World-6-320.jpg)
Merging Tech & Marketing in a Cognitive World
- 1. Merging Tech & Marketing in a Cognitive World Randy Hlavac Northwestern University Sunday October 23, 2016
- 2. 10/23/2016World of Watson 20162 My Evolving Career at Northwestern OmniChannel Initiative DiSoMo Marketing Insights Accelerator Coursera Incubator / Entreprenuers
- 3. 10/23/2016World of Watson 2016 Mass Marketing • Undifferentiated • Aggregated Metrics • Channel & Program Targeting • Minor Technology Involvement Direct & Integrated Marketing • Database • Predictive • Descriptive Targeting • Technology Augments & Support Marketing Marketing Automation • AI Driven & Managed • Real-time • Behavioral – not Descriptive – Targeting • Technology is Marketing Marketing’s Evolution Today, technology & innovation are driving marketing
- 4. 10/23/2016World of Watson 2016 Today, we need the speed & sophistication of Watson & Cognitive AI to drive our automated marketing programs Programmatic Marketing Marketing Automation Robo Advisors VIV’s Referral Community
- 5. IBM & Social Media Marketing Specialization at Coursera World of Watson 2016 10/23/2016
- 6. 10/23/2016World of Watson 20166 What is a MOOC? Global Video- based Peer Evaluated Massive September 2015 - October 2016 Visitors 196,961 Enrollees 35,043 BlueMix Exposures 16,724 Program Completions [6 month course] 10,673 IBM Exposures 97,558
- 7. World of Watson 2016Page 7 10/23/2016
- 8. 10/23/2016World of Watson 2016 Global Intensive Education What is Social? • Structure • Course Structure • Paid & Free Tool Kits • Social Trends • What is Social • Assignments • Develop your social tool kit • What market do you want to develop? • IBM Involvement • C-Suite Study • IBM ID Power of Social Listening • Structure • Big Data to • Big Info to • Big Insights • Social War Rooms & Crisis Management • Assignments • Social Listening to Define your Professional Market • IBM Involvement • IBM BlueMix • Twitter Assignment • IBM Social Analysis Overview Engagement & Nurture Marketing • Structure • Engagement Marketing Strategy • Nurture Marketing Strategy • Infographics • Blogging • Assignments • Develop & Publish a Filter & Focus Blog • IBM Involvement • IBM Silverpop on Nurture Marketing • IBM Silverpop on Nurture Marketing B2B and B2C Examples Content, Advertising & Social IMC • Structure • Paid, Owned & Earned Media • Gamification • Facebook Advertising • Social IMC strategy • Gamification • Assignments • Promoting your Blog with A/B Split Message Testing • IBM Involvement • IBM BlueMix Celebrity Match The Business of Social • Structure • Social & Business Metrics • Performance Funnels & KPIs • Building & Justifying a Social Business Plan • Assignments • Evaluate the success of your blog marketing effort • IBM Involvement • Experts on Security, Privacy & Data Governance • Expert on Business Metrics Capstone • Structure • Build a complete social media marketing plan • Insights • Competitor Analysis & SWOT • Strategy selection • Empowering Concept & PVC • Campaigning Plans • Forecasting • Budgeting • Justification • Peer Review • Certification • IBM BlueMix Focused on the individual & their professional & Business goals New Courses start every 2 weeks Chris Gruber Russ Beardall IBM C-Suite Study 2016 Ellen Valentine IBM Celebrity Match Matt Krull
- 9. 10/23/2016World of Watson 20169 Expert Based Immediate Use Short & Focused Videos Gamification Increases Effectiveness Develop Learning “Mantras” What have we learned?
- 10. 10/23/2016World of Watson 201610 Expert Based Learning Randy Krum InfoNewt President Infographics Expert Stan Smith Pushing Social President Blogging & Social Branding Expert Ellen Valentine IBM Silverpop Nurture Marketing Evangelist Seth Redmore Lexalytics CMO Steve Dodd SocialGist & Boardreader VP Development Joey Strawn Industrial Strength Marketing Director of Integrated Marketing Gamification Expert Steffi Decker Hong & Koster VP Testing & Developing Facebook Advertising Matt Krull IBM Expert on Data Security, Governance & Privacy Chris Gruber IBM Social Media Analytics Russ Beardall IBM IBM BlueMix Expert Jeff Davidoff CMO Walton Isaacson Business Expert Andy Crestodina CEO of Orbit Media Digital Expert
- 11. 10/23/2016World of Watson 201611 Immediate Use of Knowledge
- 12. 10/23/2016World of Watson 201612 Short & Focused Videos 7 Minutes or Less Chris Gruber IBM Social Analytics
- 13. 10/23/2016World of Watson 201613 Gamification Increases Effectiveness Klout Postings Peer-to-peer grading Twitter & LinkedIn Feedback Expert Networking Paid tool kits create looping
- 14. 14 Remember these 3-word Mantras! Give to Get •If you want to be an expert, give today’s experts the respect they have earned •If you want to attract a market, give them what they want Filter & Focus •I am inundated by contact. FILTER through it and GIVE me the stuff I need to know Think Multi-media Engagement •Today your high value markets are engaging all across the Social Pyramid •Go where THEY are! Communities not Networks •Consumers form communities to discuss their aspirations & needs •Find where they congregate Ride the Wave •Social is always evolving •Use your professional network to identify trends & key topics
- 15. What’s Next for Northwestern? Cloud Computing & Storage Platforms NUIA Marketing & Social Data Provider Academic Institute Cognitive AI & General Text Analytics Incubator / Entreprenuers
- 16. Mobile Warehouse Warehouse Warehouse Warehouse Web PVCs IoT & Wearables Social Warehouse Persona, Product & Relationship Info Moving towards OmniChannel AI-Driven Real-time Marketing Real-time Analytics Warehouse Video Warehouse Retail Curated Content 10/23/2016
- 17. 10/23/2016World of Watson 201617 Expert Based Immediate Use Short & Focused Videos Gamification Increases Effectiveness Develop Learning “Mantras” Summary
- 18. Thank You