1. Branding and Building Your Business Using New and Old Media Christine Lemyze, Vice President, Marketing, Global Technology Services, IBM Growth Markets Unit May 6, 2011

2. © 2011 IBM Corporation2 An explicit or implicit promise to deliver a consistent and differentiated customer experience Source: IBM Corp

3. © 2011 IBM Corporation3

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5. 5 Customers touch and experience the IBM brand in many ways IBM Brand Experience EmployeesCustomerCommunityEducationTechnology*MediaLeadershipGovernmentProcurementDiversityInnovationService

6. © 2011 IBM Corporation6 Trends That Are Shaping Global Media Consumption North America EuropeAsia Latin America Africa Television Newspapers Online video Mobile Social Media Internet Online Gaming Events PR Television Newspapers Online video Mobile Social Media Internet Online Gaming Events PR Television Newspapers Online video Mobile Social Media Events Online Gaming PR Internet Internet TV Social Media Mobile Online video Internet Online Gaming PR Events Newspapers Internet TV Social Media Mobile Online video Internet Online Gaming PR Events Newspapers Fastest growthModerate growthNo change Source: Ad Age Global

7. © 2011 IBM Corporation7 North America Oceania / Australia Europe Latin America Middle East Asia Africa WORLD World Internet Penetration Rate by Geographic Region - 2010 Internet Penetration (% of Population) Source: Internet World Stats

8. © 2011 IBM Corporation8 Millions of Users Internet Users in the World by Geographic Region - 2010 Source: Internet World Stats Asia Europe North America Africa Latin America Middle East Oceanic / Australia

9. © 2011 IBM Corporation9 Social media sites bring people together to share, learn and discuss relevant issues

10. © 2011 IBM Corporation10 Most popular social sites for B2B marketing Number of users Traffic Low High LowHigh

11. © 2011 IBM Corporation11

12. © 2011 IBM Corporation12 Most popular social sites for B2C marketing Number of users Traffic Low High LowHigh

13. © 2011 IBM Corporation13 Social media changes the game… 25% of search results for the World’s Top 20 largest brands are links to user-generated content 34% of bloggers post opinions about products and brands. Do you like what they are saying about your brand? Only 14% trust your advertisements 78% of consumers trust peer recommendations People care more about how their social graph ranks products and services, than how Google ranks them From “word of mouth” to “world of mouth” Source of quotes: Social Media Revolution

14. © 2011 IBM Corporation14 …but the fundamentals remain true Understand your brand Select Media Determine content Be part of the conversation Measure and improve Manage your brand

15. © 2011 IBM Corporation15 Resources IBM – www.ibm.com IBM Smarter Planet media - www.youtube.com/watch?v=ONyPSXO2zOg Internet World Stats - www.internetworldstats.com/stats.htm Alexa - www.alexa.com Landor’s Trend Forecast - www.wpp.com/wpp/marketing/branding/landors-2011-trends-forecast.htm AD AGE - www.adage.com/whitepapers/whitepaper.php?id=35 Social Media Revolution 2 - www.youtube.com/watch?v=lFZ0z5Fm-Ng United Breaks Guitars www.ibm.com www.youtube.com/watch?v=ONyPSXO2zOg www.internetworldstats.com/stats.htm www.alexa.com www.wpp.com/wpp/marketing/branding/landors-2011-trends-forecast.htm www.adage.com/whitepapers/whitepaper.php?id=35www.youtube.com/watch?v=lFZ0z5Fm-Ng –Song 1 - www.youtube.com/watch?v=5YGc4zOqozo&feature=relmfuwww.youtube.com/watch?v=5YGc4zOqozo&feature=relmfu –Song 2 - www.youtube.com/watch?v=h-UoERHaSQgwww.youtube.com/watch?v=h-UoERHaSQg –Song 3 - www.youtube.com/watch?v=P45E0uGVyeg&feature=relmfuwww.youtube.com/watch?v=P45E0uGVyeg&feature=relmfu "Social Media in Plain English” - www.youtube.com/watch?v=MpIOClX1jPEwww.youtube.com/watch?v=MpIOClX1jPE

16. © 2011 IBM Corporation16 Thank you ibm.com/smarterplanet Christine Lemyze, Vice President, Marketing, GTS, IBM Growth Units