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Brand building beyond the firewall - Helping IBM’s experts create a unique digital footprint

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A presentation I did at Melcrum DCS in London April 17th 2013 on IBM's Select Social Eminence Program.

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Brand building beyond the firewall - Helping IBM’s experts create a unique digital footprint

  1. 1. Kasper Risbjerg, Social Business Manager, IBM (@kasperrisbjerg)Melcrum Digital Communication Summit 2013, LondonBrand building beyond the firewallHelping IBM’s experts create a unique digital footprint
  2. 2. we believe that…
  3. 3. employee engagement…
  4. 4. enhances the customerexperience…
  5. 5. which in turn drivesfinancial resultswhich in turn drivesfinancial results
  6. 6. this is our reality
  7. 7. and this
  8. 8. feels overwhelming
  9. 9. 68%Source: IBM CMO Study 2011CMOs are struggling
  10. 10. 92%people trust… people
  11. 11. the missing piece
  12. 12. some used to offer writing asa service
  13. 13. later on writing became a partof almost any job
  14. 14. now think of social media…
  15. 15. Analogy adapted from Ethan McCarty (@ethanmcc) & Ryan Boyles (@therab)these two items have thesame volume, but do theyhave the same surface?
  16. 16. Analogy adapted from Ethan McCarty (@ethanmcc) & Ryan Boyles (@therab)a bag of marbles has ~300%more surface area of a softball
  17. 17. Analogy adapted from Ethan McCarty (@ethanmcc) & Ryan Boyles (@therab)you want to be a bag of marblesto influence markets
  18. 18. people are the essenceof our brand
  19. 19. I trust…
  20. 20. ’social’ goals are IBM’sbusiness goalsSource: Ethan McCarty, IBM (@ethanmcc)
  21. 21. 100’s10s of1000’s100s of1000’sSocialBusinessManagerIBM SelectForward Thinker ProgramDigital IBMer HubSource: IBM (2012)social enablement ecosystem
  22. 22. Source: IBM (2012)the Digital IBMer Hub
  23. 23. Source: IBM (2012)forward thinker program
  24. 24. Source: IBM (2012)I’m an expert. Can I help?
  25. 25. Source: IBM (2012)IBM Select for high levelSubject Matter Experts
  26. 26. Source: IBM (2012)Oversight for all aspectsof a social businessprogramActs as the personalconduit, coach & trainerto expertsintroducing the Social BusinessManager
  27. 27. Source: IBM (2012)tailored training
  28. 28. tailored trainingSource: IBM (2012)
  29. 29. tailored trainingSource: IBM (2012)
  30. 30. tailored trainingSource: IBM (2012)
  31. 31. measuring performance
  32. 32. SMEEminenceKPIs KPI Definitions MetricsEngagementReachAmplificationConversionAudience interactions with contentpublished by SMEsAudience members who have optedinto your communicationsAudience sharing actions of SMEcontentTo be defined by the program SBM. Anexample would be registrations yieldedfrom SME social accountsViewsLikesCommentsLikesComments@mentionsClicksSubscriptionsVisitorsVisitsSearch RankConnectionsFollowersSharesInbound LinksRetweetsRegistrationsmeasuring social eminence?Source: IBM (2012)
  33. 33. some things to think of
  34. 34. ways of motivating… butnot our way
  35. 35. measure to show progress andto celebrate
  36. 36. senior leadership visibility
  37. 37. Source: Badgevillein the future?internal leaderboards andgamification
  38. 38. Source: Ethan McCarty, IBM (@ethanmcc)a few numbers
  39. 39. remember…you want to be a bag of marblesto influence marketsAnalogy adapted from Ethan McCarty (@ethanmcc) & Ryan Boyles (@therab)
  40. 40. Thank youTwitter: @kasperrisbjergLinkedIn: linkedin.com/in/kasperrisbjerg/Website: kasperrisbjerg.dkEmail: risbjerg@dk.ibm.com
  41. 41. Picture Courtesy1 - http://th09.deviantart.net/fs71/PRE/f/2011/095/5/f/ibm___think__by_zelda_lover-d3dbaee.png4 - http://bottingblogging.files.wordpress.com/2011/06/happy-audience.jpg5 - http://blog.rankpay.com/wp-content/uploads/2010/10/cohdraNKNmnycns6.jpg7 - http://think-work-play.com/wp-content/uploads/2011/07/london1.jpg8 - http://farm4.static.flickr.com/3159/2732481889_5d19ba2d7c.jpg11 - http://www.indoorenvironmentaltesting.com/files/6713/3053/1410/Are_you_the_missing_piece.jpg12 - http://resources2.news.com.au/images/2011/02/07/1226001/369990-typewriter.jpg13 - http://venturefizz.com/sites/venturefizz.com/files/16.jpg?133942930414 - http://lazycashformulareview.com/internet-money-making-ideas/21 - http://www.flickr.com/photos/27818006@N07/3265688137/36 - http://www.losasso.com/wp-content/uploads/2010/11/Tape-measurer.jpg38 - http://www.flickr.com/photos/81787495@N00/52925332/39 - http://www.liveinthegrey.com/wp-content/uploads/2013/03/Carrot_Stick.jpeg40 - http://www.losasso.com/wp-content/uploads/2010/11/Tape-measurer.jpg42 - http://images.computerwoche.de/images/computerwoche/bdb/1863638/890.jpg43 - http://blogs-images.forbes.com/tomiogeron/files/2011/06/Untitled.jpg

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