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.

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

4. Our Digital Assets (ibm.com/dk, etc.)

5. Room for improvement!

7. The IBM Digital Strategy

8. 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.”

9. A bit over the top perhaps, but….
“Nobody believes the official spokesman...
but everybody trusts an unidentified source.”
Quote by Ron Nesen

10. 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

11. 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…”

12. 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

13. It is….
Personal, personal, personal...
... and specific.

14. 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

15. 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)

16. 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

17. 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

18. Self-Service application for conversations

19. 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

20. SlideShare for content repository, leads, and insight

21. SlideShare lead campaign

22. SlideShare marketing insight

23. 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

24. Paper.li – making Tweets readable; discovery for you and
clients/prospects

25. Use the employees!
Personal Branding
Their Networks
Intranet articles
Sales enablement communication
Social Selling

26. 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

27. The ProspectFinder (Leadex/Enecto) provides direct
feedback on who is interested in what
Company X

28. 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

29. 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

30. 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.

31. 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

32. My focus for 2011 – this is what I think is important
Blog Content Strategy
Usable Measurement
Social Engagement – enabling the 4000 IBM’ers

33. Christian Carlsson
christian.carlsson@dk.ibm.com
+45-2880 4553
www.linkedin.com/in/christiancarlsson
twitter.com/chris_carlsson