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/
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