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Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
Bringing your Experts out there
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Bringing your Experts out there

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Presentation from JBoye12, Aarhus, Denmark, November 8th 2012. …

Presentation from JBoye12, Aarhus, Denmark, November 8th 2012.

More info: https://twitter.com/chris_carlsson

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  • 1. Getting your Experts out thereChristian Carlsson, Digital Leader and Social Business Advocate, IBM Denmark | Presented at JBoye12, Nov. 8th 2012 Expert-in-the-making Expert Expert Expert Expert Expert Expert-in-the-makingSource: http://blog.shareaholic.com/wp-content/uploads/2012/06/crowd-of-people.jpg
  • 2. This is a story about why organizations (especially B2B) muststart using their experts, SME’s and Thought Leaders in theirmarketing and communications activities. Something that IBMalready does – both world wide and in little Denmark – withgreat success. This presentation touches briefly on why, howand what to do. If you have questions to the process or wouldlike to know more, please contact twitter.com/chris_carlsson.A lot of credit to Susan Emerick (twitter.com/sfemerick) for hergreat work and in-depth knowledge of enabling Experts in theorganization. If there is a brain out there you should follow –she’s the one!
  • 3. Source: Simon Sinek (2009) http://www.startwithwhy.com/
  • 4. We do it for the business Reach and Amplification Using our Experts is much more Conversion 3 times effective compared to Call to action traditional 3 times Digital marketing* Lead*Early test results by Susan Emerick, IBM (2012)
  • 5. We do it for the brandingSource: http://www.thinkpads.com/wp-content/uploads/2011/01/lenovo_thinkpad_701c_butterfly_keyboard.jpg
  • 6. We do it for “me”Source: Christian Carlsson (2009)
  • 7. Generation C  They are a combination of: Gen Y + a large part of Gen X + and other Gen’s who are getting connected  They are the hyperconnected generation who expects authenticity and dialogue  86% shares their experiences with a brand  97% are aware of their online identity and image  They have an audience with audiences (influencers)  They are all part of being a shared experience, and the group is growing rapidlySource: http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
  • 8. What will he trust?Source: Christian Carlsson (2012)
  • 9. Individuals drive trust & credibility 92%
  • 10. Denmark 3Q2012http://markedsforing.dk/artikler/bureauer/markedet-faldt-med-12-procent?utm_source=apsis&utm_medium=email&utm_content=unspecified&utm_campaign=unspecified
  • 11. Who do we trust?
  • 12. Bridging the Content Gap Content gapSource: Digital Body Language, ” The Content Gap - Lead Nurturing and Content Creation”http://digitalbodylanguage.blogspot.com/2009/12/content-gap-lead-nurturing-and-content.html
  • 13. Source: Simon Sinek (2009) http://www.startwithwhy.com/
  • 14. For us, this means... From large campaigns To one-to-one, high-value interactions From controlling the message To building collaborative relationships From being generally accessible To being active in the right places at the right timesSource: IBM (2012)
  • 15. It also means, it is no longer limited to Marketing or Communications • Drives business growth • Transforms all functions of the corporation • Serves every constituent • Integrates all employees • Is multiplatform • Sits at the core of our business and cultureSource: IBM (2010)
  • 16. 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 topicsSource: IBM (2010)
  • 17. Enabling experts in context of our strategy From To A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerickSource: IBM (2012)
  • 18. Thought Leaders covers InfluencersSource: IBM (2012)
  • 19. Source: Simon Sinek (2009) http://www.startwithwhy.com/
  • 20. It is a processSource: Christian Carlsson (2012), adopted from IBM (2012)
  • 21. NominationSource: Christian Carlsson (2012)
  • 22. Enablement – Digital IBMerSource: IBM (2012)
  • 23. Enablement – Digital Thought Leadership Task/Situation specific  Social Software Introduction for SME’s/Thought Leaders  Listening to Digital Discussions  Plan How to Help and Engage  Digital Persona Management  Add Value and Build your online reputation and thought leadership  Manage Feedback Through Digital Channels Platform specific  Beginner – Slideshare 101: The Basics  Intermediate - Twitter 201: Tools and Techniques for Enhancing Twitter Engagement and Growing Eminence  Advanced - Blogging 301: Differentiating and Promoting your BlogSource: IBM (2012)
  • 24. AssessmentSource: IBM (2012)
  • 25. AssessmentSource: IBM (2012)
  • 26. AssessmentSource: IBM (2012)
  • 27. AssessmentSource: IBM (2012)
  • 28. Social Business Manager w/ Domain Knowledge Owns Listed 43 180 603 6 lists times Retweets Following 3,058 790 420 Mentions Tweets Followers 54 Comments 3,000 Videos & Clicks on whitepapers bit.lys most popular Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MRSource: IBM (2012)
  • 29. Coaching sheetSource: Christian Carlsson and Kasper Risbjerg, IBM (2012)
  • 30. Keeping track of thingsSource: IBM (2012)
  • 31. Online and OfflineSource: Christian Carlsson (2012)
  • 32. Its own lifeSource: Christian Carlsson (2012)
  • 33. Recent example Follows a Business Proactivelly Development engages; Talking to a Sharing is Executive dialogue competitor caring Workshop ...? Online Trust Time (4 weeks) Offline Expert-in- Coffee and Bringing out ...? the making discussion the ExpertSource: Christian Carlsson (2012)
  • 34. Shift the balance of marketing spendingSource: http://www.baldheretic.com/pics/travel/denmark/bhkroner.jpg
  • 35. vizify.com/christiancarlsson twitter.com/chris_carlsson linkedin.com/in/christiancarlsson christian.carlsson@dk.ibm.com +45-28 80 45 53Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

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