This presentation was held for the Danish digital agency Advice A/S. It covers the subjects of social media influencers, growth hacking and the future of marketing. At the core is that if you don't understand people, you don't understand social media nor business for that matter.

1. It’s time to stop advertising at
and start engaging with
customers
We’ve never heard that one before...
but have we reacted?

2. 3 BILLION PEOPLE ARE ONLINE

3. THIS IS AN ERA OF TOTAL TRANSPERANCY

4. EXPONENTIAL GROWTH IN DATA

5. 8

6. B2B DECISIONS ARE SOCIAL
63% use social media to guide decisions
Source: IBM

7. 2013: 56% USED WEB TO PURCHASE
2011: up from 34%
Source: IBM

8. DECISION MAKERS ARE MORE ENGAGED
ON SOCIAL NETWORK
10-15% more than the average internet user
Source: IBM

10. SOCIAL BUSINESS?

11. THE PREMISE FOR SOCIAL BUSINESS
“A social business is an organization that is
more open, transparent, and
participatory in conversations and
activity that defines markets”
Source: IBM

12. THE DEFINITION OF SOCIAL MEDIA
“Social media refers to interaction
among people in which they create,
share, and/or exchange information and
ideas in virtual communities and networks”
Source: Wikipedia

13. THE DEFINITION OF A BRAND
"Brands are a natural community of
people identifying with each other, with
a shared set of beliefs"
Source: Wikipedia

14. OVERLAP?
HINT: people

15. To generate value for your
organization,
create collective authenticity
by empowering individual integrity

19. A bag of marbles has roughly 300%
more surface area

20. New value exchange
Employees give your organization
authenticity.
Your organization lends credibility to
employees

22. 250+ IBM most senior experts in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media

23. 250+ IBM most senior expertis in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections

24. +141% Reach
+157% Engagement
+177% Amplification

25. +500% Reach
+300% Engagement
+700% Amplification

27. What matters is the right network

28. 7x AS EFFECTIVE
Source: IBM

29. ADVOCACY = SALES
53% of sales can be attributed to advocacy
Source: The Most Powerful Brand on Earth

30. BRAND ADVOCATES = 0.001% OF BRAND BASE
accounts for 10-30% of its earned media
Source: Dachis Group

31. HOW DO WE CONTROL IT?

32. WE DON’T!

34. Social made simple.
234 accounts
159 IBMers
75 IBM Brands
CONFIDENTIAL
The best performing social content
Consistent measurement
Mobile enabled
09/12/13
5

35. Voices is a program that unifies IBM’s social efforts in order to bring
empowerment, insight and more meaningful engagement at the
enterprise, brand and individual level.
1. Nurture
To educate, empower and activate IBMers
Guidance
Activation
2. Optimize
To collect, structure and analyze
social data and content.
Governance
3. Engage
Make social content and data accessible and
meaningful to IBM and its clients
Collection
Content discovery
CONFIDENTIAL
Metrics
Data insights
09/12/13
7

36. Voices is a program that unifies IBM’s social efforts in order to bring
empowerment, insight and more meaningful engagement at the
enterprise, brand and individual level.
1. Nurture
To educate, empower and activate IBMers
Guidance
Activation
Business Conduct
Guidelines
To collect, structure and analyze
social data and content.
Governance
3. Engage
Make social content and data accessible and
meaningful to IBM and its clients
Collection
Content discovery
Metrics
Data insights
Select
Our Values
2. Optimize
Forward Thinker
Social Computing
Guidelines
Social Brand
Registration
Guideline Compliance
Effectiveness Measurement
Verification
Voices Data Set
Digital IBMer
Social Business Manager
(SBM)
Official Voices List
CONFIDENTIAL
09/12/13
8

37. Voices is a program that unifies IBM’s social efforts in order to bring
empowerment, insight and more meaningful engagement at the
enterprise, brand and individual level.
1. Nurture
To educate, empower and activate IBMers
Guidance
Activation
2. Optimize
To collect, structure and analyze
social data and content.
Governance
3. Engage
Make social content and data accessible and
meaningful to IBM and its clients
Collection
Content discovery
Metrics
Data insights
Content
Meta-Data
Categorization
CONFIDENTIAL
Scoring / Algorithm
09/12/13
9

38. Voices is a program that unifies IBM’s social efforts in order to bring
empowerment, insight and more meaningful engagement at the
enterprise, brand and individual level.
1. Nurture
To educate, empower and activate IBMers
Guidance
Activation
2. Optimize
To collect, structure and analyze
social data and content.
Governance
3. Engage
Make social content and data accessible and
meaningful to IBM and its clients
Collection
Content discovery
Metrics
Data insights
Enterprise View
Brand / BU View
SME View
Client View
Public View
CONFIDENTIAL
Visualizations
09/12/13
10

39. Don’t be social for the sake of social
Social Media is about relationship

43. YOUR PERSONALITY IN 200 TWEETS

44. THE GOOD OLD DAYS ON MADISON AVE

45. MARKETING TODAY

47. THERE’S A NEW VP OF MARKETING IN THE HOUSE

48. GROWTH HACKER:
MINDSET OF DATA, CREATIVITY AND CURIOSITY

49. Fast Company defined the problem facing most startups as 1.) they don't have the
money and 2.) they don't have a traditional marketing background.

50. @kasperrisbjerg
kasperrisbjerg.com
krisbje@us.ibm.com