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/