The Naked Truth How to Market to Me, a personal perspective, and why you should get your experts out there.

1. The Naked* Truth How to Market To Me
Christian Carlsson | Lead Consultant | Global Working Culture
*No, I’m not going to strip

2. The world‟s largest manufacturer of pumps
Source: Martin Risgaard (@risgaard)

3. Creating a Global Working Culture, where we work
as under the same roof
Why we do it
How we do it
What is needed to
succeed
Source: Thomas Asger Hansen (@thomasasger)

4. Learning by doing – lots of pilots, everywhere
Bla
Bla
Bla
Bla
Bla
Bla
Bla
Bla
BlaBla
Bla
Bla
Bla Bla Bla
Bla
Bla
Internal
collaboration
Ideation and
Innovation
Knowledge Transfer
Project Management
Social and Collaboration Empowerment
Social Business
Intelligence and
Engagement
Source: Christian Carlsson (@chris_carlsson)

5. Example: drilling down on who speaks about
“grundfos”
Source: Netbase

6. Example: learning about Influencers

7. Market to me How many of you have been on the
“other side of the table”?
Source: Christian Carlsson (@chris_carlsson)

8. I’m researching topics like organizational strategy
and transformation, with a marketing flavor
I’m likely to trust messages or be influenced by
someone from LEGO
I’m a first mover, triggered by new, cool, interesting
and smart things
Connected to key influencers, both internally as
well as externally
Key focus on Social Listening and Analytics
Know me (it‟s all there!)

9. Know me
You can learn a lot about me,
what I think about, what I
stand for, by just jumping
in to random conversations.

10. Understand me
Do I look like someone you should ask to sign up for an email news
letter…? If you want to connect with me, this is where I am.

11. Remind me of your existence – use „mini touches‟
When you have connected with me, remind me of your existence in a
good way. Use mini touches, like endorsements, “stars”, shares, etc.
This is how you can keep your self on the radar screen.

12. Help me grow my personal brand
I will only share stuff to my network, that I think will reflect positively
back on my own personal branding.
JP Rangaswami
Chief Scientist
And finding new experts
to follow and/or engage
with, is an extra plus.
Source: SalesForce

13. But if you want me to share, the devil is in the detail
URL not working; no good landing page, value, or reason to act

14. Now you are thinking… how in the world am I to
scale..?
 Know me
 Understand me
 Remind me of your existence
 Help me grow my personal brand
 Get me to share

15. One of the tricks: Social Empowerment of
employees – build a web of trust.
These two items have the same volume, but which has more surface
area – the consistent, large sphere or the diverse little spheres?
Answer: The marbles have about 300% more surface area.
Source: Ethan McCarty, @ethanmcc (2013)

16. We trust more in Experts, and less in Marketing
Gibberish
Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Source: Edelman Trust Barometer 2013
Individuals drive trust & credibility

17. Experts can help bridge the ever important content
gap
Content gap
Source: Digital Body Language (2009)

18. And using experts is more effective than traditional
digital marketing tactics
Traditional digital
marketing tactics
Experts digital
engagements
4% 12%
16% 44%
Conversion rate
Reach and amplification
Call to action
Lead
Source: IBM (2012)

19. Who could be experts: the thought leaders
Source: ensmartareplanet.se

20. Expert-in-
the making
Follows a Business
Development
Executive
Proactively
engages;
dialogue
Coffee and
discussion
Talking to a
competitor
Bringing out
the Expert
Sharing is
caring
Time (4 weeks)
...?
...?
Workshop
TrustOnline
Offline
Source: Christian Carlsson (2012)
Who could be experts: the expert-in-the-making
In this case a student interested in Collaboration, building trust with a
BD Executive

21. Who could be experts: the seller
Social selling can lead to additional sales. The 1st customer bought
the storage solution. And a 2nd customer found the below dialogue
and also bought from the client rep.
Source, image: Pixabay Source, tweets: IBM(2009)

22. Who could be experts:
maybe you don‟t know what
experts you have?
The Facebook fan page is one of the
most successful in Denmark, and is
created and managed by a Grundfos
employee (@risgaard).

23. Top20mustwin
accounts
Start aligning some of the “planets” and out from
that, connect your experts to customers.
Listen
for who
Revers
e IP
Mkt.
Auto
Network
know-
ledge
Listen
for
signals
Connect
Source: Christian Carlsson (@chris_carlsson)

24. The marketers role in all this?
The
Content
Gap
The Holy Grail!
Finally Marketing can get closer
to Sales!
You should orchestrate the Social Empowerment of your experts, connecting them with the right people, at
the right time, at the right place.

25. Where are your experts? Thought leaders?
Marketing Gibberish. You
can change “SAS” with
any other supplier.
Names, no contact, no
personal touch, no trust
building, and marketing
gibberish.

26. It took 5 minute to launch. It takes only one minute
to close down again.

27. Well done...

28. Case example: Oracle learned how to communicate
with me; turned me in to an sharer/advocate

29. twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
+45-21 54 17 71
ccarlsson@grundfos.com
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/