IBM Social Enablement as part of Digital Brand Management


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Presentation on IBM Social Engagement as part of our Digital Brand Management. Presented by Christian Carlsson at the J Boye 2011 conference in Aarhus, Danmark, November 10 2011, and for the Consortium of Global Talents on December 7th 2011. Please contact Christian on: or

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IBM Social Enablement as part of Digital Brand Management

  1. 1. Digital Brand Management and the most valuable resource… Christian C Carlsson (@chris_carlsson) Digital Leader and Strategist, IBM Denmark Source:
  2. 2. Speed dating Source, image: #cgtdk @chris_carlsson
  3. 3. Digital Brand Management Brand Value Source, funnel:
  4. 4. Manage, Monitor/Listen, Analyze, Respond Source, funnel:
  5. 5. The most valuable resource: your employees Source, funnel:
  6. 6. Is the digital experience true to your brand?
  7. 7. (sorry for the poor image quality)
  8. 8. Why: On-site vs. Off-site
  9. 9. Why: Where the real conversation is
  10. 10. Why: Cutting through Source:
  11. 11. You Social Engagement
  12. 12. Every employee can be an expert at something Distributing or publishing content on social channels Connecting experts and building relationships Leading expert communities Providing thought leadership on a particular topics
  13. 13. How: Social Guidelines <ul><li>Know and follow IBM's Business Conduct Guidelines. </li></ul><ul><li>IBMers are personally responsible … </li></ul><ul><li>Identify yourself </li></ul><ul><li>If you publish content online relevant to IBM in your personal capacity use a disclaimer </li></ul><ul><li>Respect copyright , fair use and financial disclosure laws. </li></ul><ul><li>Don't provide IBM's or another's confidential or other proprietary information </li></ul><ul><li>Don't cite or reference clients, partners or suppliers without their approval. </li></ul><ul><li>Respect your audience . </li></ul><ul><li>Be aware of your association with IBM in online social networks. </li></ul><ul><li>Don't pick fights, be the first to correct your own mistakes. </li></ul><ul><li>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. </li></ul><ul><li>Don't use use IBM logos or trademarks unless approved to do so. </li></ul>
  14. 14. 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
  15. 15. How: Expertise Locator Sponsored media Mobile app /smarterplanet
  16. 16. Goal setting <ul><li>What do you want to learn? </li></ul><ul><li>What knowledge, skills, and passions make you unique? </li></ul><ul><li>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? </li></ul><ul><li>Who is your audience? Do you want to communicate with customers or with like-minded peers? </li></ul><ul><li>Whose opinions do you value? </li></ul><ul><li>What value can you create for others? </li></ul><ul><li>How frequently do you plan on engaging in social activities? </li></ul>
  17. 17. How: It is personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing
  18. 18. Your Digital Elevator Pitch
  19. 19. Challenge: CMO underpreparedness 88%
  20. 20. Challenge: It takes time… “ In your job role, how active are you currently in Social Engagement?” Source: internal survey in Denmark, Nov. 2011, sample
  21. 21. [email_address] +45-28 80 45 53 Source:
  22. 22. Backup
  23. 23. Challenge: values and “heart” needs to shine through your employees Source:
  24. 24. 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.
  25. 25. Social Aggregator
  26. 26. How: Expert Relationship Management
  27. 27. Challenge: It takes time… “ In your job role, how active are you currently in Social Engagement?” Source: internal survey in Denmark, Nov. 2011, sample
  28. 28. What’s next, general topics of interest
  29. 29. What’s next, tools of interest