• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Business and Digital Marketing
 

Social Business and Digital Marketing

on

  • 878 views

Social Business and Digital Marketing presentation from WOW Network meetings at IBM Aarhus in February and at Mannov Copenhagen in March, 2012. Presented by Christian Carlsson, Digital Leader.

Social Business and Digital Marketing presentation from WOW Network meetings at IBM Aarhus in February and at Mannov Copenhagen in March, 2012. Presented by Christian Carlsson, Digital Leader.

Statistics

Views

Total Views
878
Views on SlideShare
864
Embed Views
14

Actions

Likes
0
Downloads
12
Comments
0

2 Embeds 14

http://becomesocial.dk 13
http://koncis.dk 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
  • Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg
  • Source: Sorry, I still do not know who stated this….
  • Source: from the IBM Social Business Visualization Workshop, February 2012
  • http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
  • http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • Distributing or publishing content on social channels Connecting experts and building relationships Leading expert communities Providing thought leadership on a particular topics
  • http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?
  • Rosett image source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg Woman image source: http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
  • Rosett image source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg Woman image source: http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
  • Search & discovery sits at the core of modern marketing: it is how customer need gets matched to product or service Two competing paradigms vie for dominance of search & discovery: The Google Paradigm The Facebook Paradigm Our strategy is to reengineer what we do in IBM Marketing & Communications to leverage these two paradigms. What about you?

Social Business and Digital Marketing Social Business and Digital Marketing Presentation Transcript

  • ib mSocial Business and DigitalStrategyChristian C Carlsson (@chris_carlsson)Digital Leader and Strategist, IBM Denmark © 2011 IBM Corporation Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/
  • Speed dating © 2011 IBM CorporationSource, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg
  • Topics Social Business Digital Strategy (internal focus) (external focus) © 2011 IBM Corporation
  • “E-mail is where knowledge goes to die.” © 2011 IBM CorporationSource: Sorry, I still do not know who stated this….
  • Knowledge Islands © 2011 IBM Corporation Source: from the IBM Social Business Visualization Workshop, February 2012
  • Distinct characteristics of a Social BusinessEngaged—deeply connecting people, including customers, employees,and partners, to be involved in productive, efficient ways.Transparent—removing boundaries to information, experts and assets,helping people align every action to drive business results.Nimble—speeding up business with information and insight toanticipate and address evolving opportunities. © 2011 IBM Corporation
  • Our internal journey © 2011 IBM Corporation
  • File share © 2011 IBM Corporation
  • Blog © 2011 IBM Corporation
  • Rich profiles and micro blog © 2011 IBM Corporation
  • Rich profiles and micro blog © 2011 IBM Corporation
  • Ask an IBMer © 2011 IBM Corporation
  • Jams – online collaborative discussion, a“spark” and catalyst for change and innovation Security Jam The Security Jam is a four day online brainstorm from 19-23 March 2012 aimed at providing concrete solutions to the global security challenges of the 21st century. Make Your Voice Heard. Click here to register. https://www.collaborationjam.com/ https://www.youtube.com/watch?v=v-eD7mC_mQ8&feature=player_embedded#! © 2011 IBM Corporation
  • ib m Barriers Consistency Value (or lack of) Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM CorporationSource: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • More on Social Business Social Mythbusters Hot from the press Where are you on the journey? ibm.co/wow_socbiz © 2011 IBM Corporation
  • Distinct characteristics of a Social BusinessEngaged—deeply connecting people, including customers, employees,and partners, to be involved in productive, efficient ways.Transparent—removing boundaries to information, experts and assets,helping people align every action to drive business results.Nimble—speeding up business with information and insight toanticipate and address evolving opportunities. © 2011 IBM Corporation
  • The Drastic ChangingLandscape of Digital Marketing © 2011 IBM CorporationSource: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
  • Search & DiscoveryTwo competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy toreengineer what we do in IBM Marketing & Communications to leverage these two paradigms: The Google The Facebook Paradigm Paradigm © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • What we know… has for sure changed! © 2011 IBM Corporation
  • Becoming the “shepherd” © 2011 IBM Corporation Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
  • ib mChallenge: CMO underpreparedness 88% bit.ly/cmostudy2011 © 2011 IBM Corporation
  • Why: Change is coming faster than we canimagineThe gap is closing Bring Your Own Device & “Follow me” B2B B2C © 2011 IBM Corporation
  • Why: Go where our prospects are © 2011 IBM Corporation
  • Why: Where the real conversation is © 2011 IBM Corporation
  • Why: Go where our influencers are (i.e. journalists) What’s the ne Resea xt stor rch fo y r a sto What ry exper ts to i … ntervi ew © 2011 IBM Corporation
  • Why: Trust and Credibility © 2011 IBM Corporation
  • Why: Closing the Content Gap © 2011 IBM Corporation Source: Sorry, don’t know who first created this model
  • Expert point of views /smarterplanet Mobile app Sponsored media © 2011 IBM Corporation
  • Every employee can be an expert at something © 2011 IBM Corporation
  • Social Engagement © 2011 IBM Corporation
  • Expertise Ecosystem Strategic, tactical externalHigh value/potential SME’s, placement VIP’s, Spokes people Take by the hand Expertise Locator Program SME’s, Product/Solution Scalable service to surface experts, Top Talents expertise externally and internally based on needs of the business Social Business @ IBM High volume enablement, Digital self-service surfacing & engagement All employees Get Educated Set up Listen Share Publish Measure © 2011 IBM Corporation
  • Social Guidelines Personally responsible… Identify your self… Respect copyright… Respect your audience… Don’t pick fights… Try to add value… …………… bit.ly/p7MTaF © 2011 IBM Corporation Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
  • When it comes to experts, success lay in that itis personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing © 2011 IBM Corporation Source: IBM
  • ib mBarriers Consistency Value (or lack of) Behavior Culture Personal Know how Time Targets Guidelines Tools © 2011 IBM Corporation Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
  • Still have 3 minutes? © 2011 IBM Corporation
  • Play the “Personal Branding” cardThere Are Only Three True Job Interview Questions...3.Can you do the job?5.Will you love the job?7.Can we tolerate working with you? © 2011 IBM Corporation Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet
  • You are being researched Social media monitoring service Reppler recently surveyed more than 300 hiring professionals to determine when and how job recruiters are screening job candidates on different social networks. © 2011 IBM CorporationSource: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp
  • Nurturing Experts © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • © 2011 IBM Corporation
  • Bring with you © 2011 IBM CorporationSource: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
  • Use your second most valuable Even if that is scary! resource… your employees! Engaged, Transparent, and Nimble are your new Strategy document hype-words! © 2011 IBM CorporationSource: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg
  • twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53 © 2011 IBM CorporationSource: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
  • Backup © 2011 IBM Corporation
  • ib mSocial Guidelines1. Know and follow IBMs Business Conduct Guidelines.2. IBMers are personally responsible…3. Identify yourself4. If you publish content online relevant to IBM in your personal capacity use a disclaimer bit.ly/p7MTaF5. Respect copyright, fair use and financial disclosure laws.6. Dont provide IBMs or anothers confidential or other proprietary information7. Dont 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. Dont pick fights, be the first to correct your own mistakes.11. Try to add value. Provide worthwhile information and perspective. IBMs brand is best represented by its people and what you publish may reflect on IBMs brand.12. Dont use use IBM logos or trademarks unless approved to do so. © 2011 IBM Corporation
  • ib mA Social Selleris good at… © 2011 IBM Corporation