using your experts in the digital world - how ibm is doing it
DESCRIPTION
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_carlssonTRANSCRIPT
Christian Carlsson, Digital Leader and Social Business Advocate, IBM Denmark
Getting our Spokespeople out there
Expert
Expert-in-the-makingExpert
Expert
Expert-in-the-making
ExpertExpert
Source: http://blog.shareaholic.com/wp-content/uploads/2012/06/crowd-of-people.jpg
*DISCLAIMER
The Inspirator The Geek The SME The Thought Leader The Executive
Source: Simon Sinek (2009) http://www.startwithwhy.com/
92%
Individuals drive trust & credibility
Denmark 3Q2012
http://markedsforing.dk/artikler/bureauer/markedet-faldt-med-12-procent?utm_source=apsis&utm_medium=email&utm_content=unspecified&utm_campaign=unspecified
Who do we trust?
Bridging the 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
Content gap
*source= Unica Netinsight*source= Unica Netinsight
Traditional Digital marketing
Experts digitalengagement
4% 12%
16% 44%
Conversion rate
Reach and amplification
Call to action
Lead
Early results: SME compared to other Tactic Results*
Source: Simon Sinek (2009) http://www.startwithwhy.com/
From large campaignsTo one-to-one, high-value interactions
From controlling the messageTo building collaborative relationships
From being generally accessible To being active in the right places at the right times
For us, this means...
Source: IBM (2012)
It also means, it is no longer limited to Marketing or Communications
Source: IBM (2010)
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)
Every employee can be an expert at something
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
From To
A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick
Enabling experts in context of our strategy
Source: IBM (2012)
• Who?
• What?
• Where?
• When?
• How?
• Why?
Source: Converseon analysis, July 2011
Thought Leaders covers InfluencersInfluencer Connectivity, Social Ecosystem Mapping
Source: Simon Sinek (2009) http://www.startwithwhy.com/
Resources
Source: IBM (2012)
Social Business Manager w/ Domain Knowledge
420Followers
790 Tweets
3,058 Mentions
Content Activation Plan
SMEs
Monitoring & Engaging
Coordinated Dialogue
54Comments
3,000Clicks on
bit.lys
Videos & whitepapers most popular
Target Site List
180 Retweets
Owns
6 listsListed 43
times603
Following
BUs PR / MR
Source: IBM (2012)
It is a process
Source: Christian Carlsson (2012), adopted from IBM (2012)
Recent example
Expert-in-the making
Follows a Business Development
Executive
Proactively engages; dialogue
Coffee and discussion
Talking to a competitor
Bringing out the Expert
Sharing is caring
Time (4 weeks)
...?
...?
Workshop
TrustOnline
Offline
Source: Christian Carlsson (2012)
IBM Voiceswww.ibm.com/voices
IBM YellowPagesw3.nordic.ibm.com/yellowpages/
vizify.com/christiancarlsson
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/