Social Business and Digital Marketing
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Social Business and Digital Marketing presentation from WOW Network meetings at IBM Aarhus in February and at Mannov Copenhagen in March, 2012. Presented by Christian Carlsson, Digital Leader.
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Social Business and Digital Marketing
- 1. ib m Social Business and Digital Strategy Christian C Carlsson (@chris_carlsson) Digital Leader and Strategist, IBM Denmark © 2011 IBM Corporation Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
- 2. Speed dating © 2011 IBM Corporation Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg
- 3. Topics Social Business Digital Strategy (internal focus) (external focus) © 2011 IBM Corporation
- 4. “E-mail is where knowledge goes to die.” © 2011 IBM Corporation Source: Sorry, I still do not know who stated this….
- 5. Knowledge Islands © 2011 IBM Corporation Source: from the IBM Social Business Visualization Workshop, February 2012
- 6. 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. © 2011 IBM Corporation
- 7. Our internal journey © 2011 IBM Corporation
- 8. File share © 2011 IBM Corporation
- 9. Blog © 2011 IBM Corporation
- 10. Rich profiles and micro blog © 2011 IBM Corporation
- 11. Rich profiles and micro blog © 2011 IBM Corporation
- 12. Ask an IBMer © 2011 IBM Corporation
- 13. Jams – online collaborative discussion, a “spark” and catalyst for change and innovation Security Jam The 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/ https://www.youtube.com/watch?v=v-eD7mC_mQ8&feature=player_embedded#! © 2011 IBM Corporation
- 14. ib m Barriers Consistency Value (or lack of) Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM Corporation Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
- 15. More on Social Business Social Mythbusters Hot from the press Where are you on the journey? ibm.co/wow_socbiz © 2011 IBM Corporation
- 16. 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. © 2011 IBM Corporation
- 17. The Drastic Changing Landscape of Digital Marketing © 2011 IBM Corporation Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
- 18. 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 Google The Facebook Paradigm Paradigm © 2011 IBM Corporation
- 19. What we know… has for sure changed! © 2011 IBM Corporation
- 20. What we know… has for sure changed! © 2011 IBM Corporation
- 21. What we know… has for sure changed! © 2011 IBM Corporation
- 22. Becoming the “shepherd” © 2011 IBM Corporation Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
- 23. ib m Challenge: CMO underpreparedness 88% bit.ly/cmostudy2011 © 2011 IBM Corporation
- 24. Why: Change is coming faster than we can imagine The gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
- 25. Why: Go where our prospects are © 2011 IBM Corporation
- 26. Why: Where the real conversation is © 2011 IBM Corporation
- 27. Why: Go where our influencers are (i.e. journalists) What’s the ne Resea xt stor rch fo y r a sto What ry exper ts to i … ntervi ew © 2011 IBM Corporation
- 28. Why: Trust and Credibility © 2011 IBM Corporation
- 29. Why: Closing the Content Gap © 2011 IBM Corporation Source: Sorry, don’t know who first created this model
- 30. Expert point of views /smarterplanet Mobile app Sponsored media © 2011 IBM Corporation
- 31. Every employee can be an expert at something © 2011 IBM Corporation
- 32. Social Engagement © 2011 IBM Corporation
- 33. Expertise Ecosystem Strategic, tactical external High value/potential SME’s, placement VIP’s, Spokes people Take by the hand Expertise Locator Program SME’s, Product/Solution Scalable service to surface experts, Top Talents expertise externally and internally based on needs of the business Social Business @ IBM High volume enablement, Digital self-service surfacing & engagement All employees Get Educated Set up Listen Share Publish Measure © 2011 IBM Corporation
- 34. Social Guidelines Personally responsible… Identify your self… Respect copyright… Respect your audience… Don’t pick fights… Try to add value… …………… bit.ly/p7MTaF © 2011 IBM Corporation Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
- 35. When it comes to experts, success lay in that it is personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing © 2011 IBM Corporation Source: IBM
- 36. ib m Barriers Consistency Value (or lack of) Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM Corporation Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
- 37. Still have 3 minutes? © 2011 IBM Corporation
- 38. Play the “Personal Branding” card There Are Only Three True Job Interview Questions... 3.Can you do the job? 5.Will you love the job? 7.Can we tolerate working with you? © 2011 IBM Corporation Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet
- 39. 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. © 2011 IBM Corporation Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp
- 40. Nurturing Experts © 2011 IBM Corporation
- 41. © 2011 IBM Corporation
- 42. © 2011 IBM Corporation
- 43. Bring with you © 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
- 44. Use your second most valuable Even if that is scary! resource… your employees! Engaged, Transparent, and Nimble are your new Strategy document hype-words! © 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
- 45. twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53 © 2011 IBM Corporation Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
- 46. Backup © 2011 IBM Corporation
- 47. ib m Social Guidelines 1. Know and follow IBM's Business Conduct Guidelines. 2. IBMers are personally responsible… 3. Identify yourself 4. If you publish content online relevant to IBM in your personal capacity use a disclaimer bit.ly/p7MTaF 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. © 2011 IBM Corporation
- 48. ib m A Social Seller is good at… © 2011 IBM Corporation
Notes de l'éditeur
- Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
- Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg
- Source: Sorry, I still do not know who stated this….
- Source: from the IBM Social Business Visualization Workshop, February 2012
- http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
- Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
- http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
- Distributing or publishing content on social channels Connecting experts and building relationships Leading expert communities Providing thought leadership on a particular topics
- http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
- Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?
- Rosett image source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg Woman image source: http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
- Rosett image source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg Woman image source: http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
- Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?