ibm social enablement as part of digital brand management

© 2011 IBM Corporation

Digital Brand Management and the most valuable resource…Christian C Carlsson (@chris_carlsson)

Digital Leader and Strategist, IBM Denmark

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Speed dating

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

#cgtdk

@chris_carlsson


Digital Brand Management

Brand Value

Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg


Manage, Monitor/Listen, Analyze, Respond



The most valuable resource: your employees



Is the digital experience true to your brand?


Why: On-site vs. Off-site


Why: Where the real conversation is


Why: Cutting through

Source: http://www.dimensionsguide.com/wp-content/uploads/2010/03/Bread-Knife-Size.jpg


You

Social Engagement


Every employee can be an expert at somethingDistributing or publishing content on social channelsConnecting experts and building relationshipsLeading expert communitiesProviding thought leadership on a particular topics


How: Social Guidelines1. 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 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


How: Expertise Ecosystem

High value/potential SME’s, VIP’s, Spokes people

Strategic, tactical external placement

Take by the hand

All employees

Social Business @ IBM

High volume enablement, Digital self-service surfacing & engagement

Get Educated

Set up

Listen

Share

Publish

Measure

SME’s, Product/Solution experts, Top Talents

Expertise Locator Program

Scalable service to surface expertise externally and internally based on needs of the business


How: Expertise Locator

Sponsored media

Mobile app

/smarterplanet


Goal setting

What do you want to learn?

What knowledge, skills, and passions make you unique?

What do you want to achieve with your presence? Do you want to publish your work? Do you want to network? Do you want to promote IBM?

Who is your audience? Do you want to communicate with customers or with like-minded peers?

Whose opinions do you value?

What value can you create for others?

How frequently do you plan on engaging in social activities?


How: It is personal

Example:Visualize &Explaining concepts

Example:Architecture &

Drawing

Example:PMPAgile

Outsourcing


Your Digital Elevator Pitch


Challenge: CMO underpreparedness

bit.ly/cmostudy201188%


Listen Share Create0

5

10

15

20

25

30

35

7%

28%

59%

3%

34%

24%

59%

31%

17%

31%

7%0%

OftenSometimesSeldomNot at all

Challenge: It takes time…

“In your job role, how active are you currently in Social Engagement?”

Source: internal survey in Denmark, Nov. 2011, sample


twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

[email protected]

+45-28 80 45 53

bit.ly/pwBHwc

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Backup


Challenge: values and “heart” needs to shine through your employees

Source: http://www.flickr.com/photos/craftsman/939086280/sizes/o/in/photostream/


Social Business @ IBM

Not every expert is familiar with using social media. It's important to leverage existing education to raise comfort levels while broadening awareness of key initiatives.


Social Aggregator


How: Expert Relationship Management


Listen Share Create0

5

10

15

20

25

30

35

7%

28%

59%

3%

34%

24%

59%

31%

17%

31%

7%0%

OftenSometimesSeldomNot at all

Challenge: It takes time…

“In your job role, how active are you currently in Social Engagement?”

Source: internal survey in Denmark, Nov. 2011, sample


What’s next, general topics of interest

Personal Branding

IBM Denmark Digital Strategies (i.e. Plans for ibm.com/dk)

Hands-on workshop based on the steps from the Social Business @ IBM w3 page

How I can improve and measure my progress

Social Selling

Writing for web/digital

Guidelines and Policy

Other

0 2 4 6 8 10 12 14 16 18 20

19

16

14

12

11

11

7

4


What’s next, tools of interest

Personal Branding

IBM Denmark Digital Strategies (i.e. Plans for ibm.com/dk)

Hands-on workshop based on the steps from the Social Business @ IBM w3 page

How I can improve and measure my progress

Social Selling

Writing for web/digital

Guidelines and Policy

Other

0 2 4 6 8 10 12 14 16 18 20

19

16

14

12

11

11

7

4

ibm social enablement as part of digital brand management

Technology

seuploadprodukter800x600ft20200s

takes time

job role

internal survey

social engagement

employees

source

ibm