© 2011 IBM Corporation
The Drastic Changing Landscape of Digital Marketing
Source: http://www.publicdomainpictures.net/pictures/10000/velka/dramatic-landscape-11282918483cmn7.jpg
@chris_carlsson
© 2011 IBM Corporation
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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The Integrated Digital Plan
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Location based Flickr, Tweets, or both
Source: http://www.flickr.com/photos/walkingsf/
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Branding
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Communications/PR
What’s the next storyResearch for a storyWhat experts to interview…
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Marketing
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Sales
Source: Sorry, don’t know who first created this model
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My Digital M&C Priorities(selecting and deselecting)
Organic Search (SEO)
Content (incl. Content Visualization)
Social Engagement (SME’s, all employees, BP’s)
Social Channels (SlideShare, YouTube,
Facebook, Twitter, LinkedIn)
Agile Digital Platform + Marketing Automation
Branding
Awareness
Response
Leads
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Denmark Digital Landscape
1. Danish available facts and figures
2. Customer survey
3. First person perspective, video
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The Networked Readiness Index 2010–2011, produced by the World Economic Forum
ICT Development Index (IDI)
Denmark: very digitally mature, in the most mature region
© 2011 IBM Corporation
A higher percentage of women are using Social Media. Overall (men and women) the popularity falls the older the user is.
Danes with higher education tend to use professional social networking services (like LinkedIn) more then others.Almost 2 out of 3 professional network profiles belong to men.
It is mainly Danes aged 25-44 years who use professional networking services. Senior professionals (55-64) are less using these services.
Consumers (%) who have shopped online the last 12 months (2011), by Eurostat
Danes and Internet usage (Danmarks Statistik, 2011)
© 2011 IBM Corporation
0 100 200 300 400 500 600
Search engine (90.8%)
Forums (35%)
Blogs (13.6%)
LinkedIn (22.3%)
Facebook (4.6%)
Supplier websites (71%)
SlideShare (2.5%)
YouTube (10.1%)
News sites (25.7%)
Twitter (3.4%)
From the IBM DK Midmarket survey (2012): “Where on internet are you looking for solutions for specific business challenges?”
*565 answered, 27 skipped
Search is still the preferred way looking for solutions
© 2011 IBM Corporation
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
IBM Denmark | 2012 Digital Landscape IBM
Facts and figures from July 2011; figures are approx.
There are 850.000 LinkedIn users in
Denmark
Around 15.000 new members register
each month
1-200 54.000
201-1000 50.000
1001-10000 95.000
10001+ 81.500
Unknown 449.000
Company size
Manager 87.500
Director 33.000
Vice President 13.000
Chief X Officer 14.500
Owner 60.000
Seniority
Business Dev. 5.800
Finance 14.000
HR 12.000
IT 35.500
Operations 30.000
Job roles (example)
18-24 55.000
25-34 122.000
35-54 150.000
55+ 25.000
Unknown 378.000
Age
There are 5100+ professional
Danish groupsBetween January 2011 and January
2012 it grow a staggering 23.5%
in Denmark
LinkedIn in Denmark
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Google+
OtherOther
Watching the horizon
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In 2012 smartphone sales will overtake computers
By 2013 more people will access the internet through their mobile than with a PC
Mobile
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We trust technical experts, people like our self and regular employees
Trust and Credibility (2012 Edelman Trust Barometer)
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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
Challenge: CMO underpreparedness
bit.ly/cmostudy201188%
ibm
© 2011 IBM Corporation
Challenge: Socialsemantic 2012
Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 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.”
© 2011 IBM Corporation
Få FACTBOOK 2012 præsenteret for dig
http://blog.socialsemantic.eu/fa-factbook-2012-praesenteret-for-dig/#more-1644
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We are changing
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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 GoogleParadigm
The FacebookParadigm
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What we know… has for sure changed!
© 2011 IBM Corporation
What we know… has for sure changed!
© 2011 IBM Corporation
What we know… has for sure changed!
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Becoming the “shepherd”
Source: http://familjenhakansson.se/assets/images/db_images/db_Album_02_1977_056.jpg
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Becoming the “shepherd”
A
B
Move the client
© 2011 IBM Corporation
Becoming the “shepherd”
A
B
A
B
?
Move the client
© 2011 IBM Corporation
Becoming the “shepherd”
A
B
A
B
A
B
?
?
Move the client
© 2011 IBM Corporation
Becoming the “shepherd dog”!
A
B
A
B
A
B
A
B
?
?
Move the client
?
© 2011 IBM Corporation
Becoming the “shepherd dog”!
A
B
A
B
A
B
A
B
?
?
Move the client
?
Article
Comments to a
discussion
Presentation
Conversation
POW in a blog
SME speaker at an event
Webinar Q&A
Micro Engagements
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Use your second most valuable resource.
How?
Don’t have 1 person do 100%.
Have 100 people do 1%.
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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
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Expertise Ecosystem
High value/potential SME’s, VIP’s, Spokes people,
Top Talents
Strategic, tactical external placement
Take by the hand
All employees
The Digital IBM’er Hub
High volume enablement, Digital self-service surfacing & engagement
Get Educated
Set up
Listen
Share
Publish
Measure
SME’s, Product/Solution experts
Expertise Locator Program
Scalable service to surface expertise externally and internally based on needs of the business
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Expert point of views
Sponsored media
Mobile app
/smarterplanet
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Social Guidelines
Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
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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Critical principles to keep in mind as you develop your social presence
Source: IBM
© 2011 IBM Corporation
It’s personal
Example:Visualize &Explaining concepts
Example:Architecture &
Drawing
Example:PMPAgile
Outsourcing
Source: IBM
© 2011 IBM Corporation
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
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Consistency
Time
Guidelines
Targets
Value (or lack of)
Know how
Tools
Personal
ibm
Behavior
Barriers
Culture
Source: http://www.flickr.com/photos/ian-m5j21/3174255372/sizes/o/in/photostream/
© 2011 IBM Corporation
Some take aways
“Don’t fixate on which social network is important this
month. Instead, focus on creating content that people
want to share. They figure out how they want to share it.”
Mike Moran, http://www.biznology.com
“You have two ears and
one mouth. Use them.
In that proportion.”
Alex Bombeck’s grandmother (Euro RSCG)
“Do it wrong quickly.”
Mike Moran, http://www.biznology.com
“Use your first &
second most
valuable resource.”
“Don’t have 1 person do 100%.
Have 100 people do 1%.”
© 2011 IBM Corporation
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
+45-28 80 45 53
Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
© 2011 IBM Corporation
Other stuff
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Tools
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Tools
Analytics & Keyword Research– Google Analytics– Google AdWords– Compete– Quantcast
URL Shorteners– Bit.ly– Owl.ly
Social Media Aggregators– Netvibes– Paper.li– LinkedIn Today
Listening & Monitoring Tools– Social Mention– Trackur– Technorati– Google Alerts– Backtype– Icerocket– Hootsuite
Paid Listening & Monitoring Tools– Peoplebrowsr– Sysomos– Radian 6– Spredfast
© 2011 IBM Corporation
Personal Branding
© 2011 IBM Corporation
Play the “Personal Branding” card
There Are Only Three True Job Interview Questions...
1.Can you do the job?
2.Will you love the job?
3.Can we tolerate working with you?
Source: http://www.linkedin.com/today/article?articleID=1020107968&ref=NewsServlet
© 2011 IBM Corporation
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.
Source: http://mashable.com/2011/10/23/how-recruiters-use-social-networks-to-screen-candidates-infographic/?utm_source=iphoneapp
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Nurturing Experts
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Social API’s and Mashup’s
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Only our imagination is the barrier… ifttt.com
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Only our imagination is the barrier… ifttt.com
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© 2011 IBM Corporation
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© 2011 IBM Corporation
© 2011 IBM Corporation
© 2011 IBM Corporation
Social Business
© 2011 IBM Corporation
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/
© 2011 IBM Corporation
More on Social Business
ibm.co/wow_socbiz
Social Mythbusters Hot from the press Where are you on the journey?
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Social Enablement
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Social Engagement
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A Social Selleris good at…
ibm
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The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html
© 2011 IBM Corporation
The Digital IBMer Hubhttps://w3.the.ibm.com/sbg/overview.html
© 2011 IBM Corporation
Social Guidelines
1. Know and follow IBM'sBusiness Conduct Guidelines.
2. IBMers are personally responsible…
3. Identify yourself
4. If you publish content online relevant to IBM inyour personal capacity use a disclaimer
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.
bit.ly/p7MTaF
ibm
© 2011 IBM Corporation
Backup
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Why: Change is coming faster than we can imagine
The gap is closing
B2CB2B
Bring Your Own Device & “Follow me”
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Content Visualization
Noooooooo!!!!
© 2011 IBM Corporation
Data: We are always pushing the boarder…