Social Business and Digital Marketing

© 2011 IBM Corporation

Social Business and Digital Strategy

Christian C Carlsson (@chris_carlsson)

Digital Leader and Strategist, IBM Denmark

ibm

Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/


Speed dating

Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg


Social Business(internal focus)

Digital Strategy(external focus)

Topics


“E-mail is where knowledge goes to die.”

Source: Sorry, I still do not know who stated this….


Knowledge Islands

Source: from the IBM Social Business Visualization Workshop, February 2012


Distinct characteristics of a Social Business

Engaged—deeply connecting people, including customers, employees, and partners, to be involved in productive, efficient ways.

Transparent—removing boundaries to information, experts and assets, helping people align every action to drive business results.

Nimble—speeding up business with information and insight to anticipate and address evolving opportunities.


Our internal journey


File share


Blog


Rich profiles and micro blog


Rich profiles and micro blog


Ask an IBMer


Jams – online collaborative discussion, a “spark” and catalyst for change and innovation

https://www.youtube.com/watch?v=v-eD7mC_mQ8&feature=player_embedded#!

Security JamThe Security Jam is a four day online brainstorm from 19-23 March 2012 aimed at providing concrete solutions to the global security challenges of the 21st century. Make Your Voice Heard.

Click here to register.

https://www.collaborationjam.com/


Consistency

Time

Guidelines

Targets

Value (or lack of)

Know how

Tools

Personal

ibm

Behavior

Barriers

Culture

Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/


More on Social Business

ibm.co/wow_socbiz

Social Mythbusters Hot from the press Where are you on the journey?


Distinct characteristics of a Social Business

Engaged—deeply connecting people, including customers, employees, and partners, to be involved in productive, efficient ways.

Transparent—removing boundaries to information, experts and assets, helping people align every action to drive business results.

Nimble—speeding up business with information and insight to anticipate and address evolving opportunities.


The Drastic Changing Landscape of Digital Marketing

Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg


Search & Discovery

Two competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms:

The GoogleParadigm

The FacebookParadigm


What we know… has for sure changed!






Becoming the “shepherd”

Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg


Challenge: CMO underpreparedness

bit.ly/cmostudy201188%

ibm


Why: Change is coming faster than we can imagine

The gap is closing

B2CB2B

Bring Your Own Device & “Follow me”


Why: Go where our prospects are


Why: Where the real conversation is


Why: Go where our influencers are (i.e. journalists)

What’s the next storyResearch for a storyWhat experts to interview…


Why: Trust and Credibility


Why: Closing the Content Gap

Source: Sorry, don’t know who first created this model


Expert point of views

Sponsored media

Mobile app

/smarterplanet


Every employee can be an expert at something


Social Engagement


Expertise Ecosystem

High value/potential SME’s, VIP’s, Spokes people

Strategic, tactical external placement

Take by the hand

All employees

Social Business @ IBM

High volume enablement, Digital self-service surfacing & engagement

Get Educated

Set up

Listen

Share

Publish

Measure

SME’s, Product/Solution experts, Top Talents

Expertise Locator Program

Scalable service to surface expertise externally and internally based on needs of the business


Social Guidelines

Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/

Personally responsible…

Identify your self…

Respect copyright…

Respect your audience…

Don’t pick fights…

Try to add value…

…………… bit.ly/p7MTaF


When it comes to experts, success lay in that it is personal

Example:Visualize &Explaining concepts

Example:Architecture &

Drawing

Example:PMPAgile

Outsourcing

Source: IBM


Consistency

Time

Guidelines

Targets

Value (or lack of)

Know how

Tools

Personal

ibm

Behavior

Barriers

Culture

Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/


Still have 3 minutes?


Play the “Personal Branding” card

There Are Only Three True Job Interview Questions...

1.Can you do the job?

2.Will you love the job?

3.Can we tolerate working with you?

Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet


You are being researched

Social media monitoring service Reppler recently surveyed more than 300 hiring professionals to determine when and how job recruiters are screening job candidates on different social networks.

Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp


Nurturing Experts



© 2011 IBM Corporation Source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg

Bring with you


Use your second most valuable resource… your employees!

Even if that is scary!

Engaged, Transparent, and

Nimble are your new Strategy document

hype-words!

Source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg


twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

[email protected]

+45-28 80 45 53

Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/


Backup


Social Guidelines

1. Know and follow IBM'sBusiness Conduct Guidelines.

2. IBMers are personally responsible…

3. Identify yourself

4. If you publish content online relevant to IBM inyour personal capacity use a disclaimer

5. Respect copyright, fair use and financial disclosure laws.

6. Don't provide IBM's or another's confidential or other proprietary information

7. Don't cite or reference clients, partners or suppliers without their approval.

8. Respect your audience.

9. Be aware of your association with IBM in online social networks.

10. Don't pick fights, be the first to correct your own mistakes.

11. Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.

12. Don't use use IBM logos or trademarks unless approved to do so.

bit.ly/p7MTaF

ibm


A Social Selleris good at…

ibm

Date post:	01-Nov-2014
Category:	Business
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