Using your Experts in the Digital world - how IBM is doing it
Download as PPT, PDF0 likes659 views
The document discusses the importance of leveraging digital leaders and experts in building trust and credibility for businesses, particularly through social media and content creation. It emphasizes that every employee can contribute as an expert by engaging in high-value interactions and sharing relevant content. Furthermore, it outlines the shift from traditional marketing tactics to a more collaborative, relationship-focused approach in strategy and execution.
Using your Experts in the Digital world - how IBM is doing it
- 1. Getting our Spokespeople out there Christian Carlsson, Digital Leader and Social Business Advocate, IBM Denmark Expert-in-the-making Expert Expert Expert Expert Expert Expert-in-the-making Source: http://blog.shareaholic.com/wp-content/uploads/2012/06/crowd-of-people.jpg
- 2. *DISCLAIMER
- 3. The Thought The Inspirator The Geek The SME The Executive Leader
- 5. Source: Simon Sinek (2009) http://www.startwithwhy.com/
- 6. Individuals drive trust & credibility 92%
- 8. Who do we trust?
- 9. Bridging the Content Gap Content gap Source: Digital Body Language, ” The Content Gap - Lead Nurturing and Content Creation” http://digitalbodylanguage.blogspot.com/2009/12/content-gap-lead-nurturing-and-content.html
- 10. Early results: SME compared to other Tactic Results* Traditional Digital Experts digital marketing engagement Reach and amplification 4% 12% Conversion rate 16% 44% Call to action Lead *source= Unica Netinsight
- 11. Source: Simon Sinek (2009) http://www.startwithwhy.com/
- 12. For us, this means... From large campaigns To one-to-one, high-value interactions From controlling the message To building collaborative relationships From being generally accessible To being active in the right places at the right times Source: IBM (2012)
- 13. It also means, it is no longer limited to Marketing or Communications Source: IBM (2010)
- 14. 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 Source: IBM (2010)
- 15. Social Guidelines bit.ly/p7MTaF Personally responsible… Identify your self… Respect copyright… Respect your audience… Don’t pick fights… Try to add value… …………… Source, image: http://www.flickr.com/photos/hindrik/1919268276/sizes/o/in/photostream/
- 16. Enabling experts in context of our strategy From To A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick Source: IBM (2012)
- 17. Thought Leaders covers Influencers Influencer Connectivity, Social Ecosystem Mapping • Who? • What? • Where? • When? • How? • Why? Source: Converseon analysis, July 2011
- 18. Source: Simon Sinek (2009) http://www.startwithwhy.com/
- 20. Social Business Manager w/ Domain Knowledge Owns Listed 43 180 603 6 lists times Retweets Following 3,058 790 420 Mentions Tweets Followers 54 Comments 3,000 Videos & Clicks on whitepapers bit.lys most popular Monitoring & Engaging Target Site List Content Activation Plan Coordinated Dialogue SMEs BUs PR / MR Source: IBM (2012)
- 21. It is a process Source: Christian Carlsson (2012), adopted from IBM (2012)
- 22. Recent example Follows a Business Proactively Development engages; Talking to a Sharing is Executive dialogue competitor caring Workshop ...? Online Trust Time (4 weeks) Offline Expert-in- Coffee and Bringing out ...? the making discussion the Expert Source: Christian Carlsson (2012)
- 25. vizify.com/christiancarlsson twitter.com/chris_carlsson linkedin.com/in/christiancarlsson Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/
Editor's Notes
- #18: Understand the right places to focus your energy through the social intelligence. The mapping process helps you to understand existing influencers, where we should be building relationships with them, and what venues they tend to use.