Marketing your own plan

Today max introduced me to an article about "it Manager World" about IT marketing: marketing IT marketing, system marketing, full-market marketing, turn here, I hope to pay attention to your own brand and marketing for friends who do it Don't get into the technology!

Max gave me a very firm belief: to launch the brand and image of our mis department, let everyone know about mis, and realize the effort and achievements of mis!

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Not only does cio need to “do” the information system, it also needs to “sell” it to every employee.

One day at the beginning of XX, Zheng Xiaowei, general manager of the Information Management Department of Digital China Digital Co., Ltd. and several employees of the communication group made a sensational whole company thing: that day, they came to the company very early, and they rented the Beijing A voip promotional paper is attached to each door of each bathroom on the 3 floors of the Gema Building. Because the height is exactly where the eyes are facing when the toilet is squatting, all the people entering the bathroom are attracted to it without exception. For a time, the company was almost always talking about voip; at the same time, everyone began to admire Zheng Xiaowei and his team's IT marketing capabilities.

The reason why I will try my best to carry out "toilet marketing" is closely related to Zheng Xiaowei's idea and style. Zheng Xiaowei, who has a strong technical background, joined Digital China for 10 years and has been engaged in and responsible for the internal informationization of Digital China Group. He is one of the pioneers of Digital Enterprise Information in China. Over the years, IT business operations and management practices have given her a unique insight into information technology: “it is business, we need to do things from the customer's business perspective, and treat our users as customers.” Zheng Xiaowei asked his IT team to call all of them. The internal staff - that is, the user of the it system is the "customer", and "it is a business, if you want to play the value, you need marketing; only marketing, its value can be reflected. The wine is also afraid of the deep alley." Zheng Xiaowei Sincerely said.

After XX years, with the spin-off of Digital China and Lenovo, Digital China began to re-create its system to create Digital Digital Network of Digital China. In order to let the energy of the "digital neural network" system be released very well, Zheng Xiaowei insisted that "the first thing is to ensure that it invests in the right and the investment is accurate; secondly, it must ensure that it is used well and used properly." It can only exert value when it is invested, otherwise it will be investment mistakes and waste of resources.” Therefore, in order to make “customers” better apply information systems, marketing has become a very important task for Zheng Xiaowei and his team over the years.

Small scale chopper

Recalling the scene three years ago, Zheng Xiaowei still found it very interesting. She smiled and said: "At the time, the voip phone project that was just implemented could save the company money, but the customer needs to dial a 6-digit number first, which is really inconvenient. We have racked our brains and hoped that the idea of ​​'saving a lot of money for the company or department with a few fingers can be instilled in the customer'." Zheng Xiaowei's laughter is very hearty and explosive.

But it is not easy to change the habits that customers have developed over the years. As a result, Zheng Xiaowei and his staff have brainstormed a lot of ways, including the “Shenzhou Digital It Card”, the posters, the website promotion, and the public in front of the cafeteria, the washroom, the elevator, etc. Tips for regional stickers, "Which is the best in the bathroom stickers."

On the day when Zheng Xiaowei and his colleagues posted the voip propaganda paper in the bathroom, everyone was very uneasy and worried that there would be a “customer” resentment. Therefore, the staff of the IT department consciously or unintentionally ran to the bathroom, pretending to wash their hands or combing the contents, observing each The expressions and dialogues of colleagues coming out of the bathroom. When I saw that everyone did not resent, on the contrary, they said that they should go back and try, and they will put a hanging heart down.

The marketing promotion project of voip is a successful case presided over by Zheng Xiaowei. She concluded: "It is indeed a pioneering work of marketing in our department. The reason why it is very successful is that it has a direct relationship with the 'combination boxing'. At that time, our department concentrated its strengths on the voip project. The pre-planning has cost a lot of brains, and creating a three-dimensional marketing atmosphere for customers is the key to ensuring the success rate of voip adoption."

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When Zheng Xiaowei was in the background of the system, he saw that the daily usage of ip calls increased from a few hundred at the beginning to 1000, XX, and 3,000, and the highest reached 7,000. She was very happy because it not only indicated this time. The success of its marketing, the most important thing is to make voip play its due value. It is estimated that the voip phone saved the communication cost of 1.8 million yuan to 2 million yuan for Digital China.

In order to ensure the continuous effect of voip promotion, Zheng Xiaowei regularly publishes the monthly voip usage statistics for the whole company, and ranks according to the number of uses of each department, and urges employees to switch to ip phones in order to save costs for the department. After several years of upgrades, Digital China employees no longer need to dial the 6-digit number, and voip calls have become their habit. However, everyone recalls that the scene of watching voip instructions in the bathroom will still give a thumbs up. This successful promotion planning has also become a model for the IT marketing of the Digital Information Management Department of China.

System marketing

If the "toilet marketing" of 3 years ago still requires Zheng Xiaowei to carry out a lot of brainstorming with his men, then now when they are doing marketing, they already have a set of "it marketing planning process" that can be directly borrowed, which guarantees each it. The success rate of the project. This is directly related to Zheng Xiaowei's unremitting efforts to instill marketing concepts. She often reminds everyone: “The IT department is actually helping customers to buy things. We are their biggest customer representatives. We help our customers to spend money. Customers who buy them must like it and let them feel that the money is worthwhile. I will trust you, so we have to do marketing it. If you don't, it will probably waste your investment."

At present, Digital China Information Management Department has three sub-departments: it planning and project management department, it operation management department, and bi system department. Among them, one of the main duties of the IT Operations Management Department is to promote it. Zheng Xiaowei's assessment of the department's kpi indicators is directly linked to new project promotion, customer satisfaction, system usage and other indicators.

Most of the employees of Digital China Information Management Department are technically born. After XX, China Digital has outsourced most of its IT systems, their main work is more oriented to non-it areas, such as writing it project planning, promotion planning , implementation promotion. Actions, etc., have largely made some people uncomfortable. Zheng Xiaowei attaches great importance to the work of the staff in the so-called non-technical field. She joked with the staff of the IT management department: "Do you know how important your work is, you are not moving, you are the whole company's customers. Follow it."

Zheng Xiaowei asked the IT Operations Management Department to plan a promotion plan that must be three-dimensional. Under pressure and power, the backbone of the department imitated the 4p theory of marketing without the help of professional planners, summed up the 4-step planning process for each it promotion project: the first step is to understand customer needs and determine it service. Product; the second step is planning; the third step is to launch; the fourth step is effect tracking evaluation.

The regulations of Shenzhou Digital's IT planning process are very detailed, including which promotion methods are used, whether it is necessary to train all engineers of the company's it hotline in advance, and whether the manual is easy to understand. Zheng Xiaowei insists that a detailed planning plan will make it easier to work in the future. She also requested that the manual must be easy to understand, and must be modified before it can be officially released. Now, all the it projects of Digital China are adopting this planning process.

Through a series of accumulated experience, Zheng Xiaowei "sells" it to become more and more confident. In the past few years, she has carried out the implementation and promotion of the digital digital project in China, the implementation of the sap system, and the subsequent “continuous improvement and optimization”, the construction and promotion of the collaborative office system, and the implementation of the “it security project”. It service management and so on. In the "it security project" implemented in XX, Zheng Xiaowei also specially designed and designed the action slogan "Don't forget to bring the key", so that the employees of Digital China can remember the token card carrying the dynamic identity identity at any time to ensure The security of the company's remote access network.