Digital Marketing Strategist | Christian C Carlsson (MBA) | IBM Danmark




Overblikket og casen: paletten af sociale tjen...
Our Digital Assets (ibm.com/dk, etc.)
Room for improvement!
The IBM Digital Strategy
The drivers of change


 The market is changing radically.

 The most trusted providers of information
 today are not inst...
A bit over the top perhaps, but….




 “Nobody believes the official spokesman...
 but everybody trusts an unidentified so...
The IBM Social Engagement Strategy


 1       Deepen relationships with our constituents by
         designing intentional...
http://www.ibm.com/blogs/zz/en/guidelines.html



    Social Computing Guidelines

     “It is very much in IBM's interest...
Danish B2B Social Media Landscape, 3Q2010
                     Many to many




                                          ...
It is….




    Personal, personal, personal...

           ... and specific.
Trying it out to understand it – do things wrong quickly!

                        “I’m on Twitter” on                    ...
When we talk about client or prospect communication,
WHAT media and HOW we use it DEPENDS of course!

 Where are they in t...
Start with listening (which is not rocket science by any
means)
                                       1/ WHY
            ...
Audience, Target group,
                                                                                                  ...
Self-Service application for conversations
SME Blogs are perfect for the discovery phase




                                                                        ...
SlideShare for content repository, leads, and insight
SlideShare lead campaign
SlideShare marketing insight
Bit.ly – not only a URL ‘shortner’, but an instant feedback
mechanism
    https://www-950.ibm.com/files/app?lang=en_US#/co...
Paper.li – making Tweets readable; discovery for you and
clients/prospects
Use the employees!



  Personal Branding
  Their Networks
           Intranet articles
           Sales enablement commun...
Could we get better at capturing and engaging the 65%?



                            Companies who are interested in
    ...
The ProspectFinder (Leadex/Enecto) provides direct
feedback on who is interested in what




      Company X
Audience, Target group,
                                                                                                  ...
How to change the behavior and the organization



  Try, try, try
  “Do it wrong quickly” (Mike Moran)
  Listen and Learn...
IBM example: Reverse Mentoring
                                                     Is this
                              ...
IBM example: STILL at the end of the list

Channels for communication:                 Channels for communication:
•  Town...
My focus for 2011 – this is what I think is important



   Blog Content Strategy
   Usable Measurement
   Social Engageme...
Christian Carlsson
christian.carlsson@dk.ibm.com
+45-2880 4553
www.linkedin.com/in/christiancarlsson
twitter.com/chris_car...
IBM and Social Media Strategies and Tactics
IBM and Social Media Strategies and Tactics
IBM and Social Media Strategies and Tactics
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IBM and Social Media Strategies and Tactics

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Presentation held at KOMMIT in Odense, October 13th 2010.

Outlines some of our Social Media Strategies and Tactics, both from a local (Danish) and global perspective.

Published in: Business

IBM and Social Media Strategies and Tactics

  1. 1. Digital Marketing Strategist | Christian C Carlsson (MBA) | IBM Danmark Overblikket og casen: paletten af sociale tjenester på nettet og IBM’s anvendelse af sociale medier i marketingstrategien © 2009 IBM Corporation
  2. 2. Our Digital Assets (ibm.com/dk, etc.)
  3. 3. Room for improvement!
  4. 4. The IBM Digital Strategy
  5. 5. The drivers of change The market is changing radically. The most trusted providers of information today are not institutions. They are “other people like me.”
  6. 6. A bit over the top perhaps, but…. “Nobody believes the official spokesman... but everybody trusts an unidentified source.” Quote by Ron Nesen
  7. 7. The IBM Social Engagement Strategy 1 Deepen relationships with our constituents by designing intentional experiences 2 Position IBM as the agenda setter by extending our participation in conversations 3 Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce 4 Gain insight to inform offerings and improve constituent relationships
  8. 8. http://www.ibm.com/blogs/zz/en/guidelines.html Social Computing Guidelines “It is very much in IBM's interest—and, we believe, in each IBMer's own—to be aware of and participate in this sphere of information, interaction and idea exchange: To learn… To contribute…”
  9. 9. Danish B2B Social Media Landscape, 3Q2010 Many to many Digg Wikipedia Note: Work very much Delicious in progress! Slideshare YouTube Foursquare Blogs 1 to many Communication type Flickr Xing Twitter Facebook Ning 1 to few Plaxo Size = User base LinkedIn Description Dotted line = No Danish data Green = B2B Yellow = Mix 1 to 1 Red = Consumer Circle = Social Network Square = Content Triangle = Other tool Intro Growth Matured Decline Maturity
  10. 10. It is…. Personal, personal, personal... ... and specific.
  11. 11. Trying it out to understand it – do things wrong quickly! “I’m on Twitter” on One Holiday LinkedIn and Facebook comment form the Same as week Back from E-mail to 10 Tweeting holiday week before. Has Vacation people by the Google before due been on half the Louise B-T event at DI to vacation vacation. week Launch! 120 100 80 60 40 20 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Following Followers Tweets Re-tweets Comments
  12. 12. When we talk about client or prospect communication, WHAT media and HOW we use it DEPENDS of course! Where are they in the purchase process? Who are they? Why are they there? What behaviors? When? And so on..... Source: Adopted by Christian Carlsson for MBA Dissertation, 2008 “Web 2.0 and the B2B environment: An exploratory study on the usage of online ratings and reviews for the business user”. Comparison of three organizational buying models by 1) Kotler and Keller (2006), 2) Webster and Wind (1972), and 3) Robinson et al (1967)
  13. 13. Start with listening (which is not rocket science by any means) 1/ WHY Establish your core business objectives 7/Maintain the relationship 2/Listen to your audience 3/ WHO 6/RESULTS Target your audience Measure those things that will Understand digital behaviors best help you determine the impact of your involvement Social Media Develop social media map and participation Marketing at Identify needed experts IBM: 7 Key Steps 5/ HOW Deployment / Empower Consumer 4/ WHERE: Environment advocacy (Participation) WHAT: Experience Identify available/required assets and resources for participation in Select appropriate social media the most relevant conversations networks, tools, and content Train the experts
  14. 14. Audience, Target group, Prospects, Clients are all over the place! IBM example: Cloud Portal Influencers KPI Silverbakk (Listen and Learn!) Paper.Li LinkedIn SME’s - Events Paid online media External content KPI KPI - Q&A (banners, Q of the (Research, Blogs, Search Twitter SlideShare - (Group) week) KPI Events, etc.) SEO - Rich profiles SEO SEM - Network ’Push’ Off site Automatic with Twitterfeed.com On site Other drive to web www.ibm.com/dk/cloud Content E-mail Danish - eNurture Route Planner Cloud Blog on LC Q&A, Discussion - eVRM Page KPI Forum KPI Blog - eContact Highlighted topic Link to Fixed ’content’ Local content Files on LC Fixed ’content’ Other - Events Measurement KPI - DM Mail Link from - Campaigns - Print - Calendar RSS - Handout KPI - Quick Poll’s Profiles? - Etc. - Contact / call to action KPI LinkedIn? Global Cloud Portal Measurement: ProspectFinder, Unica Extranet (www.ibm.com) Intranet (w3) Intranet Sales Enablement communications
  15. 15. Self-Service application for conversations
  16. 16. SME Blogs are perfect for the discovery phase 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
  17. 17. SlideShare for content repository, leads, and insight
  18. 18. SlideShare lead campaign
  19. 19. SlideShare marketing insight
  20. 20. Bit.ly – not only a URL ‘shortner’, but an instant feedback mechanism https://www-950.ibm.com/files/app?lang=en_US#/collection/e7 c21295-efdc-4e1d-8800-f1203f6cc8f1 bit.ly/360degree
  21. 21. Paper.li – making Tweets readable; discovery for you and clients/prospects
  22. 22. Use the employees! Personal Branding Their Networks Intranet articles Sales enablement communication Social Selling
  23. 23. Could we get better at capturing and engaging the 65%? Companies who are interested in 35% your products and services - do not make contact 65% Existing customers looking for Traffic to 30% additional products, services or 100% contact details website Non-sales opportunities, i.e 30% students, competitors, etc 5% Contacts you
  24. 24. The ProspectFinder (Leadex/Enecto) provides direct feedback on who is interested in what Company X
  25. 25. Audience, Target group, Prospects, Clients are all over the place! IBM example: Cloud Portal Influencers KPI Silverbakk (Listen and Learn!) Paper.Li LinkedIn SME’s - Events Paid online media External content KPI KPI - Q&A (banners, Q of the (Research, Blogs, Search Twitter SlideShare - (Group) week) KPI Events, etc.) SEO - Rich profiles SEO SEM - Network ’Push’ Off site Automatic with Twitterfeed.com On site Other drive to web www.ibm.com/dk/cloud Content E-mail Danish - eNurture Route Planner Cloud Blog on LC Q&A, Discussion - eVRM Page KPI Forum KPI Blog - eContact Highlighted topic Link to Fixed ’content’ Local content Files on LC Fixed ’content’ Other - Events Measurement KPI - DM Mail Link from - Campaigns - Print - Calendar RSS - Handout KPI - Quick Poll’s Profiles? - Etc. - Contact / call to action KPI LinkedIn? Global Cloud Portal Measurement: ProspectFinder, Unica Extranet (www.ibm.com) Intranet (w3) Intranet Sales Enablement communications
  26. 26. How to change the behavior and the organization Try, try, try “Do it wrong quickly” (Mike Moran) Listen and Learn, Listen and Learn…. Bottom up (BlueIQ) Get to the Top (Reverse Mentoring) Top down
  27. 27. IBM example: Reverse Mentoring Is this private or How do I How can I more business? select my effectively help How about information change the way we LinkedIn? I get so sources? work in IBM? many requests all the time! Is Facebook How do I really for communicate me? Why are we not better at effectively with using technology in a How can I keep up my team? business setting? with all new technologies? Should I use Lotus Should I? Must I? Connections, If so, what? Cattail, Wiki, or....? The business leader, executive The front-line, tech savvy employee Recognizes the needs to be in touch with ‘new’ ways of Passionate front-line or tech working and using savvy employees who daily technology in a business uses technology (like social setting. software) in a private and business setting.
  28. 28. IBM example: STILL at the end of the list Channels for communication: Channels for communication: • Townhalls • Townhalls • Flatscreens • Flatscreens Think Digital in all aspects • Book and movies • Book and movies • Service day theme(s) • Service day theme(s) • W3 stories • W3 stories • Outdoor • Outdoor • Presentation(s) – standard birthday • Presentation(s) – standard birthday issue issue • Teaching material • Teaching material • Sellers’ intro • Sellers’ intro • Workshops/Roundtables/Blogs • Workshops/Roundtables/Blogs • Events – ’old and new’ • Events – ’old and new’ • Client activities • Client activities • Merchandise • Merchandise • Postcards and flyers • Postcards and flyers • Magazine? • Magazine? • Facebook, Twitter & other social media • Facebook, Twitter & other social media
  29. 29. My focus for 2011 – this is what I think is important Blog Content Strategy Usable Measurement Social Engagement – enabling the 4000 IBM’ers
  30. 30. Christian Carlsson christian.carlsson@dk.ibm.com +45-2880 4553 www.linkedin.com/in/christiancarlsson twitter.com/chris_carlsson

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