ibm social enablement as part of digital brand management
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© 2011 IBM Corporation
Digital Brand Management and the most valuable resource…Christian C Carlsson (@chris_carlsson)
Digital Leader and Strategist, IBM Denmark
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
#cgtdk
@chris_carlsson
© 2011 IBM Corporation
Digital Brand Management
Brand Value
Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg
© 2011 IBM Corporation
Manage, Monitor/Listen, Analyze, Respond
Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg
© 2011 IBM Corporation
The most valuable resource: your employees
Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg
© 2011 IBM Corporation
Is the digital experience true to your brand?
© 2011 IBM Corporation (sorry for the poor image quality)
© 2011 IBM Corporation
Why: On-site vs. Off-site
© 2011 IBM Corporation
Why: Where the real conversation is
© 2011 IBM Corporation
Why: Cutting through
Source: http://www.dimensionsguide.com/wp-content/uploads/2010/03/Bread-Knife-Size.jpg
© 2011 IBM Corporation
You
Social Engagement
© 2011 IBM Corporation
Every employee can be an expert at somethingDistributing or publishing content on social channelsConnecting experts and building relationshipsLeading expert communitiesProviding thought leadership on a particular topics
© 2011 IBM Corporation
How: Social Guidelines1. 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 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
© 2011 IBM Corporation
How: 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
How: Expertise Locator
Sponsored media
Mobile app
/smarterplanet
© 2011 IBM Corporation
Goal setting
What do you want to learn?
What knowledge, skills, and passions make you unique?
What do you want to achieve with your presence? Do you want to publish your work? Do you want to network? Do you want to promote IBM?
Who is your audience? Do you want to communicate with customers or with like-minded peers?
Whose opinions do you value?
What value can you create for others?
How frequently do you plan on engaging in social activities?
© 2011 IBM Corporation
How: It is personal
Example:Visualize &Explaining concepts
Example:Architecture &
Drawing
Example:PMPAgile
Outsourcing
© 2011 IBM Corporation
Your Digital Elevator Pitch
© 2011 IBM Corporation
Challenge: CMO underpreparedness
bit.ly/cmostudy201188%
© 2011 IBM Corporation
Listen Share Create0
5
10
15
20
25
30
35
7%
28%
59%
3%
34%
24%
59%
31%
17%
31%
7%0%
OftenSometimesSeldomNot at all
Challenge: It takes time…
“In your job role, how active are you currently in Social Engagement?”
Source: internal survey in Denmark, Nov. 2011, sample
© 2011 IBM Corporation
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
christian.carlsson@dk.ibm.com
+45-28 80 45 53
bit.ly/pwBHwc
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
© 2011 IBM Corporation
Backup
© 2011 IBM Corporation
Challenge: values and “heart” needs to shine through your employees
Source: http://www.flickr.com/photos/craftsman/939086280/sizes/o/in/photostream/
© 2011 IBM Corporation
Social Business @ IBM
Not every expert is familiar with using social media. It's important to leverage existing education to raise comfort levels while broadening awareness of key initiatives.
© 2011 IBM Corporation
Social Aggregator
© 2011 IBM Corporation
How: Expert Relationship Management
© 2011 IBM Corporation
Listen Share Create0
5
10
15
20
25
30
35
7%
28%
59%
3%
34%
24%
59%
31%
17%
31%
7%0%
OftenSometimesSeldomNot at all
Challenge: It takes time…
“In your job role, how active are you currently in Social Engagement?”
Source: internal survey in Denmark, Nov. 2011, sample
© 2011 IBM Corporation
What’s next, general topics of interest
Personal Branding
IBM Denmark Digital Strategies (i.e. Plans for ibm.com/dk)
Hands-on workshop based on the steps from the Social Business @ IBM w3 page
How I can improve and measure my progress
Social Selling
Writing for web/digital
Guidelines and Policy
Other
0 2 4 6 8 10 12 14 16 18 20
19
16
14
12
11
11
7
4
© 2011 IBM Corporation
What’s next, tools of interest
Personal Branding
IBM Denmark Digital Strategies (i.e. Plans for ibm.com/dk)
Hands-on workshop based on the steps from the Social Business @ IBM w3 page
How I can improve and measure my progress
Social Selling
Writing for web/digital
Guidelines and Policy
Other
0 2 4 6 8 10 12 14 16 18 20
19
16
14
12
11
11
7
4
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