Christian Carlsson - Presented at the CRM Akademiet in Copenhagen, April 2012. https://twitter.com/chris_carlsson

1. @chris_carlsson
The Drastic Changing
Landscape of Digital Marketing
© 2011 IBM Corporation
Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg

2. Distinct characteristics of a Social Business
Engaged—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 to
anticipate and address evolving opportunities.
© 2011 IBM Corporation

3. The Integrated Digital Plan
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4. © 2011 IBM Corporation
Source: http://www.flickr.com/photos/walkingsf/

5. Location based
Flickr, Tweets,
or both
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Source: http://www.flickr.com/photos/walkingsf/

6. Branding
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7. Communications/PR
What’s
the ne
Resea xt stor
rch fo y
r a sto
What ry
exper
ts to i
… ntervi
ew
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8. Marketing
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9. Sales
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Source: Sorry, don’t know who first created this model

10. My Digital M&C Priorities
(selecting and deselecting)
Organic Search (SEO)
Content (incl. Content Visualization)
Branding
Social Engagement (SME’s, all employees, BP’s) Awareness
Response
Social Channels (SlideShare, YouTube, Leads
Facebook, Twitter, LinkedIn)
Agile Digital Platform + Marketing Automation
© 2011 IBM Corporation

11. Denmark Digital Landscape
1. Danish available facts and figures
3. Customer survey
5. First person perspective, video
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12. Denmark: very digitally mature, in the most mature region
ICT Development Index (IDI) The Networked Readiness Index 2010–2011,
produced by the World Economic Forum
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13. Danes and Internet usage (Danmarks Statistik, 2011)
A higher percentage of women are using Social Media. Danes with higher education tend to use professional social
Overall (men and women) the popularity falls the older the networking services (like LinkedIn) more then others.
user is. Almost 2 out of 3 professional network profiles belong to men.
It is mainly Danes aged 25-44 years who use professional Consumers (%) who have shopped online the last 12 months
networking services. Senior professionals (55-64) are less (2011), by Eurostat
using these services.
© 2011 IBM Corporation

14. Search is still the preferred way looking for solutions
From the IBM DK Midmarket survey (2012): “Where on internet are you looking for
solutions for specific business challenges?”
Supplier websites (71%)
SlideShare (2.5%)
YouTube (10.1%)
News sites (25.7%)
Twitter (3.4%)
Facebook (4.6%)
LinkedIn (22.3%)
Blogs (13.6%)
Forums (35%)
Search engine (90.8%)
0 100 200 300 400 500 600
*565 answered, 27 skipped
© 2011 IBM Corporation

15. B2B Related Social Platforms on the Danish Market
2,7 DK million users
850.000 DK users, +15.000 new/month, 200 industries represented
40.000 active DK accounts, growing, VIP heavy
“YouTube” for presentations, 3 bill. slide views/month (WW)
Famed as “one of the most used search engines” (WW)
200.000 DK Blogs, 75.000 active, 4500 new blog entries/day
There are +21 million articles (WW), 161.558 in Danish
62 mill. users (WW), ~400 end 2012, strong integration possibilities
© 2011 IBM Corporation

16. IBM Denmark | 2012 Digital Landscape IBM
LinkedIn in Denmark There are 5100+
professional
There are 850.000 Danish groups
Between January LinkedIn users in
2011 and January Denmark
2012 it grow a
staggering 23.5%
in Denmark
Around 15.000 new
members register
each month
Company size Seniority Job roles (example) Age
1-200 54.000 Manager 87.500 Business Dev. 5.800 18-24 55.000
201-1000 50.000 Director 33.000 Finance 14.000 25-34 122.000
1001-10000 95.000 Vice President 13.000 HR 12.000 35-54 150.000
10001+ 81.500 Chief X Officer 14.500 IT 35.500 55+ 25.000
Unknown 449.000 Owner 60.000 Operations 30.000 Unknown 378.000
Facts and figures from July 2011; figures are approx.

17. Watching the horizon
Pinterest
Google+
Other
Other
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18. Mobile
In 2012 smartphone sales will
overtake computers
By 2013 more people will
access the internet through their
mobile than with a PC
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19. Trust and Credibility (2012 Edelman Trust Barometer)
We trust technical experts,
people like our self and
regular employees
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20. A first person perspective
Trends in a marketing perspective:
 Commercial messages soaring
 People critically plan, select and deselect media
consumption
 Relationship Marketing and Personal Connectivity grows
more important
 Work and private life converges – “ease” is contagious
 Decision processes increasingly driven by SoMe.
09:20 © 2011 IBM Corporation

21. ib m
Challenge: CMO underpreparedness
88% bit.ly/cmostudy2011
© 2011 IBM Corporation

22. Challenge: Socialsemantic 2012
“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.
Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke
ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),
Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”
Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012
© 2011 IBM Corporation

23. Få FACTBOOK 2012 præsenteret for dig
http://blog.socialsemantic.eu/fa-factbook-2012-praesenteret-for-dig/#more-1644
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24. We are changing
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25. Search & Discovery
Two competing paradigms vie for dominance of search & discovery, and it is IBM’s strategy to
reengineer what we do in IBM Marketing & Communications to leverage these two paradigms:
The Google The Facebook
Paradigm Paradigm
© 2011 IBM Corporation

26. What we know… has for sure changed!
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27. What we know… has for sure changed!
© 2011 IBM Corporation

28. What we know… has for sure changed!
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29. Becoming the “shepherd”
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Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg

30. Becoming the “shepherd”
B
lie nt
h ec
vet
Mo
A
© 2011 IBM Corporation

31. Becoming the “shepherd”
B B
lie nt
h ec
vet
Mo
?
A A
© 2011 IBM Corporation

32. Becoming the “shepherd”
B B
lie nt
h ec
vet
Mo
?
A A
B
?
A
© 2011 IBM Corporation

33. Becoming the “shepherd dog”!
B B
lie nt
h ec
vet
Mo
?
A A
B B
? ?
A A
© 2011 IBM Corporation

34. Becoming the “shepherd dog”!
B B
lie nt
h ec Micro Engagements
vet
Mo
?
A A
Conversation
Presentation POW in a blog
B Comments B
to a
discussion
Article
Webinar Q&A
? ?
A A
SME speaker at
an event
© 2011 IBM Corporation

35. How?
Don’t have 1 person do 100%.
Have 100 people do 1%.
Use your second most valuable resource.
© 2011 IBM Corporation

36. 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 topics
© 2011 IBM Corporation

37. Expertise Ecosystem
Strategic, tactical external
High value/potential SME’s, placement
VIP’s, Spokes people,
Top Talents Take by the hand
Expertise Locator Program
SME’s, Product/Solution Scalable service to surface
experts expertise externally and
internally based on needs of
the business
The Digital IBM’er Hub
High volume enablement,
Digital self-service surfacing &
engagement
All employees Get Educated
Set up
Listen
Share
Publish
Measure
© 2011 IBM Corporation

38. Expert point of views
/smarterplanet
Mobile app
Sponsored
media
© 2011 IBM Corporation

39. 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/

40. Critical principles to keep in mind as you
develop your social presence
© 2011 IBM Corporation
Source: IBM

41. It’s personal
Example:
Visualize &
Explaining
concepts
Example:
Architecture &
Drawing
Example:
PMP
Agile
Outsourcing
© 2011 IBM Corporation
Source: IBM

42. Challenges
 Finding the right balance between Corporate
Presence vs. Personal
 Personal Presence can “run off”
 Who owns the network?
 How to measure the success
 How to motivate the Social Engagers
© 2011 IBM Corporation

43. ib m
Barriers 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/

44. Some take aways
“Don’t fixate on which social network is important this “You have two ears and
month. Instead, focus on creating content that people one mouth. Use them.
want to share. They figure out how they want to share it.” In that proportion.”
Mike Moran, http://www.biznology.com Alex Bombeck’s grandmother (Euro RSCG)
“Use your first & “Don’t have 1 person do 100%. “Do it wrong quickly.”
second most Have 100 people do 1%.” Mike Moran, http://www.biznology.com
valuable resource.”
© 2011 IBM Corporation

45. twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
christian.carlsson@dk.ibm.com
+45-28 80 45 53
© 2011 IBM Corporation
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

46. Other stuff
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47. Tools
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48. Tools
• Listening & Monitoring Tools • Analytics & Keyword Research
– Social Mention – Google Analytics
– Trackur – Google AdWords
– Technorati – Compete
– Google Alerts – Quantcast
– Backtype
– Icerocket • URL Shorteners
– Hootsuite – Bit.ly
– Owl.ly
• Paid Listening & Monitoring Tools • Social Media Aggregators
– Peoplebrowsr – Netvibes
– Sysomos – Paper.li
– Radian 6 – LinkedIn Today
– Spredfast
© 2011 IBM Corporation

49. Personal Branding
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50. Play the “Personal Branding” card
There 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

51. 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 Corporation
Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp

52. Nurturing Experts
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53. © 2011 IBM Corporation

54. © 2011 IBM Corporation

55. Social API’s and Mashup’s
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56. Only our imagination is the barrier… ifttt.com
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57. Only our imagination is the barrier… ifttt.com
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58. © 2011 IBM Corporation

59. © 2011 IBM Corporation

60. © 2011 IBM Corporation

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62. © 2011 IBM Corporation

63. Social Business
© 2011 IBM Corporation

64. Our internal journey
Related article in Forbes on “IBM: Communication and Curation go hand in hand”
http://www.forbes.com/sites/stevenrosenbaum/2012/04/10/ibm-communication-and-curation-go-hand-in-hand/ IBM Corporation
© 2011

65. More on Social Business
Social Mythbusters Hot from the press Where are you on the
journey?
ibm.co/wow_socbiz
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66. Social Enablement
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67. Social Engagement
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68. ib m
A Social Seller
is good at…
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69. The Digital IBMer Hub
https://w3.the.ibm.com/sbg/overview.html
© 2011 IBM Corporation

70. The Digital IBMer Hub
https://w3.the.ibm.com/sbg/overview.html
© 2011 IBM Corporation

71. ib m
Social Guidelines
1. Know and follow IBM's
Business Conduct Guidelines.
2. IBMers are personally responsible…
3. Identify yourself
4. If you publish content online relevant to IBM in
your personal capacity use a disclaimer bit.ly/p7MTaF
5. Respect copyright, fair use and financial disclosure laws.
6. Don't provide IBM's or another's confidential or other proprietary
information
7. Don't 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. Don't pick fights, be the first to correct your own mistakes.
11. Try to add value. Provide worthwhile information and perspective. IBM's
brand is best represented by its people and what you publish may reflect
on IBM's brand.
12. Don't use use IBM logos or trademarks unless approved to do so.
© 2011 IBM Corporation

72. Backup
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73. Why: Change is coming faster than we can
imagine
The gap is closing Bring Your Own Device &
“Follow me”
B2B B2C
© 2011 IBM Corporation

74. Content Visualization
Noooooooo!!!!
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75. Data: We are always pushing the boarder…
© 2011 IBM Corporation