Social Business and Digital Marketing presentation from WOW Network meetings at IBM Aarhus in February and at Mannov Copenhagen in March, 2012. Presented by Christian Carlsson, Digital Leader.

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Social Business and Digital
Strategy
Christian C Carlsson (@chris_carlsson)
Digital Leader and Strategist, IBM Denmark
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Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/

2. Speed dating
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Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg

3. Topics
Social Business Digital Strategy
(internal focus) (external focus)
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4. “E-mail is where knowledge goes to die.”
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Source: Sorry, I still do not know who stated this….

5. Knowledge Islands
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Source: from the IBM Social Business Visualization Workshop, February 2012

6. 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.
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7. Our internal journey
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8. File share
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9. Blog
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10. Rich profiles and micro blog
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11. Rich profiles and micro blog
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12. Ask an IBMer
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13. Jams – online collaborative discussion, a
“spark” and catalyst for change and innovation
Security Jam
The Security Jam is a four day online brainstorm from
19-23 March 2012 aimed at providing concrete
solutions to the global security challenges of the 21st
century. Make Your Voice Heard.
Click here to register.
https://www.collaborationjam.com/
https://www.youtube.com/watch?v=v-eD7mC_mQ8&feature=player_embedded#!
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Barriers Consistency
Value (or lack of)
Behavior
Culture Personal
Know how Time
Targets
Guidelines
Tools
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Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/

15. More on Social Business
Social Mythbusters Hot from the press Where are you on the
journey?
ibm.co/wow_socbiz
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16. 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

17. The Drastic Changing
Landscape of Digital Marketing
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Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg

18. 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
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19. What we know… has for sure changed!
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20. What we know… has for sure changed!
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21. What we know… has for sure changed!
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22. Becoming the “shepherd”
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Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg

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Challenge: CMO underpreparedness
88% bit.ly/cmostudy2011
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24. Why: Change is coming faster than we can
imagine
The gap is closing Bring Your Own Device &
“Follow me”
B2B B2C
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25. Why: Go where our prospects are
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26. Why: Where the real conversation is
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27. Why: Go where our influencers are (i.e. journalists)
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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28. Why: Trust and Credibility
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29. Why: Closing the Content Gap
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Source: Sorry, don’t know who first created this model

30. Expert point of views
/smarterplanet
Mobile app
Sponsored
media
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31. Every employee can be an expert at something
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32. Social Engagement
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33. Expertise Ecosystem
Strategic, tactical external
High value/potential SME’s, placement
VIP’s, Spokes people
Take by the hand
Expertise Locator Program
SME’s, Product/Solution Scalable service to surface
experts, Top Talents expertise externally and
internally based on needs of
the business
Social Business @ IBM
High volume enablement,
Digital self-service surfacing &
engagement
All employees Get Educated
Set up
Listen
Share
Publish
Measure
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34. Social Guidelines
 Personally responsible…
 Identify your self…
 Respect copyright…
 Respect your audience…
 Don’t pick fights…
 Try to add value…
 …………… bit.ly/p7MTaF
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Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/

35. When it comes to experts, success lay in that it
is personal
Example:
Visualize &
Explaining
concepts
Example:
Architecture &
Drawing
Example:
PMP
Agile
Outsourcing
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Source: IBM

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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/

37. Still have 3 minutes?
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38. 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?
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Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet

39. 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.
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Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp

40. Nurturing Experts
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43. Bring with you
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Source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg

44. Use your second most valuable Even if that is scary!
resource… your employees!
Engaged,
Transparent, and
Nimble are your new
Strategy document
hype-words!
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Source: http://mine5on.files.wordpress.com/2009/12/rosett-liggande.jpg and http://image.yaymicro.com/rz_1210x1210/0/37c/business-woman-37c37f.jpg

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

46. Backup
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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.
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A Social Seller
is good at…
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