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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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© 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/
© 2011 IBM Corporation
Speed dating
Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg
© 2011 IBM Corporation
Social Business(internal focus)
Digital Strategy(external focus)
Topics
© 2011 IBM Corporation
“E-mail is where knowledge goes to die.”
Source: Sorry, I still do not know who stated this….
© 2011 IBM Corporation
Knowledge Islands
Source: from the IBM Social Business Visualization Workshop, February 2012
© 2011 IBM Corporation
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
Our internal journey
© 2011 IBM Corporation
File share
© 2011 IBM Corporation
Blog
© 2011 IBM Corporation
Rich profiles and micro blog
© 2011 IBM Corporation
Rich profiles and micro blog
© 2011 IBM Corporation
Ask an IBMer
© 2011 IBM Corporation
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/
© 2011 IBM Corporation
Consistency
Time
Guidelines
Targets
Value (or lack of)
Know how
Tools
Personal
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Behavior
Barriers
Culture
Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
© 2011 IBM Corporation
More on Social Business
ibm.co/wow_socbiz
Social Mythbusters Hot from the press Where are you on the journey?
© 2011 IBM Corporation
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
The Drastic Changing Landscape of Digital Marketing
Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
© 2011 IBM Corporation
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
© 2011 IBM Corporation
What we know… has for sure changed!
© 2011 IBM Corporation
What we know… has for sure changed!
© 2011 IBM Corporation
What we know… has for sure changed!
© 2011 IBM Corporation
Becoming the “shepherd”
Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
© 2011 IBM Corporation
Challenge: CMO underpreparedness
bit.ly/cmostudy201188%
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© 2011 IBM Corporation
Why: Change is coming faster than we can imagine
The gap is closing
B2CB2B
Bring Your Own Device & “Follow me”
© 2011 IBM Corporation
Why: Go where our prospects are
© 2011 IBM Corporation
Why: Where the real conversation is
© 2011 IBM Corporation
Why: Go where our influencers are (i.e. journalists)
What’s the next storyResearch for a storyWhat experts to interview…
© 2011 IBM Corporation
Why: Trust and Credibility
© 2011 IBM Corporation
Why: Closing the Content Gap
Source: Sorry, don’t know who first created this model
© 2011 IBM Corporation
Expert point of views
Sponsored media
Mobile app
/smarterplanet
© 2011 IBM Corporation
Every employee can be an expert at something
© 2011 IBM Corporation
Social Engagement
© 2011 IBM Corporation
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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
When it comes to experts, success lay in that it is personal
Example:Visualize &Explaining concepts
Example:Architecture &
Drawing
Example:PMPAgile
Outsourcing
Source: IBM
© 2011 IBM Corporation
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/
© 2011 IBM Corporation
Still have 3 minutes?
© 2011 IBM Corporation
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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
Nurturing Experts
© 2011 IBM Corporation
© 2011 IBM Corporation
© 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
© 2011 IBM Corporation
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
© 2011 IBM Corporation
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
+45-28 80 45 53
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
© 2011 IBM Corporation
Backup
© 2011 IBM Corporation
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
© 2011 IBM Corporation
A Social Selleris good at…
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