Short presentation about why and how to activate and use your experts in the Digital world. This how IBM does it. Your experts on this at IBM are: https://twitter.com/sfemerick https://twitter.com/kasperrisbjerg And I have my say as well... ;o) https://twitter.com/chris_carlsson

1. Getting our Spokespeople out there
Christian Carlsson, Digital Leader and Social Business Advocate, IBM Denmark
Expert-in-the-making
Expert
Expert
Expert
Expert
Expert
Expert-in-the-making
Source: http://blog.shareaholic.com/wp-content/uploads/2012/06/crowd-of-people.jpg

2. *DISCLAIMER

3. The Thought
The Inspirator The Geek The SME The Executive
Leader

5. Source: Simon Sinek (2009) http://www.startwithwhy.com/

6. Individuals drive trust & credibility
92%

7. Denmark 3Q2012
http://markedsforing.dk/artikler/bureauer/markedet-faldt-med-12-procent?utm_source=apsis&utm_medium=email&utm_content=unspecified&utm_campaign=unspecified

8. Who do we trust?

9. Bridging the Content Gap
Content gap
Source: Digital Body Language, ” The Content Gap - Lead Nurturing and Content Creation”
http://digitalbodylanguage.blogspot.com/2009/12/content-gap-lead-nurturing-and-content.html

10. Early results: SME compared to other Tactic
Results*
Traditional Digital Experts digital
marketing engagement
Reach and amplification
4% 12%
Conversion rate
16% 44%
Call to action
Lead
*source= Unica Netinsight

11. Source: Simon Sinek (2009) http://www.startwithwhy.com/

12. For us, this means...
From large campaigns
To one-to-one, high-value interactions
From controlling the message
To building collaborative relationships
From being generally accessible
To being active in the right places at the right
times
Source: IBM (2012)

13. It also means, it is no longer limited to Marketing
or Communications
Source: IBM (2010)

14. Every employee can be an expert at something
 Distributing or publishing content on social channels
 Connecting experts and building relationships
 Leading expert communities
 Providing thought leadership on a particular topics
Source: IBM (2010)

15. Social Guidelines bit.ly/p7MTaF
 Personally responsible…
 Identify your self…
 Respect copyright…
 Respect your audience…
 Don’t pick fights…
 Try to add value…
 ……………
Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/

16. Enabling experts in context of our strategy
From To
A true Social Business enables their experts in the context of their strategy and
go-to-market programs #sbdk #socbiz @sfemerick
Source: IBM (2012)

17. Thought Leaders covers Influencers
Influencer Connectivity, Social Ecosystem Mapping
• Who?
• What?
• Where?
• When?
• How?
• Why?
Source: Converseon analysis, July 2011

18. Source: Simon Sinek (2009) http://www.startwithwhy.com/

19. Resources
Source: IBM (2012)

20. Social Business Manager w/ Domain Knowledge
Owns Listed 43 180 603
6 lists times Retweets Following
3,058 790 420
Mentions Tweets Followers 54
Comments
3,000 Videos &
Clicks on whitepapers
bit.lys most popular
Monitoring &
Engaging
Target Site List
Content Activation Plan
Coordinated Dialogue
SMEs BUs PR / MR
Source: IBM (2012)

21. It is a process
Source: Christian Carlsson (2012), adopted from IBM (2012)

22. Recent example
Follows a Business Proactively
Development engages; Talking to a Sharing is
Executive dialogue competitor caring Workshop ...?
Online Trust
Time (4 weeks)
Offline
Expert-in- Coffee and Bringing out ...?
the making discussion the Expert
Source: Christian Carlsson (2012)

23. IBM Voices
www.ibm.com/voices

24. IBM YellowPages
w3.nordic.ibm.com/yellowpages/

25. vizify.com/christiancarlsson
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/