© 2009 IBM Corporation

Overblikket og casen: paletten af sociale tjenester pånettet og IBM’s anvendelse af sociale medier i marketingstrategien

Digital Marketing Strategist | Christian C Carlsson (MBA) | IBM Danmark

Our Digital Assets (ibm.com/dk, etc.)

Room for improvement!

The IBM Digital Strategy

The market is changing radically.

The most trusted providers of information today are not institutions.

They are “other people like me.”

The drivers of change

“Nobody believes the official spokesman... but everybody trusts an unidentified source.”

Quote by Ron Nesen

A bit over the top perhaps, but….

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Deepen relationships with our constituents by designing intentional experiences

Position IBM as the agenda setter by extending our participation in conversations

Deliver IBMers and their expertise – and the depth and breadth of IBM’s global workforce

Gain insight to inform offerings and improve constituent relationships

The IBM Social Engagement Strategy

Social Computing Guidelines

“It is very much in IBM's interest—and, we believe, in each IBMer's

own—to be aware of and participate in this sphere of information,

interaction and idea exchange:

To learn…

To contribute…”

http://www.ibm.com/blogs/zz/en/guidelines.html

Maturity

Intro Growth Matured Decline

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Description Size = User baseDotted line = No Danish data

Green = B2BYellow = MixRed = Consumer

Circle = Social NetworkSquare = ContentTriangle = Other tool

LinkedIn

YouTubeFoursquare

Twitter Facebook

Slideshare

Blogs

Flickr

NingXing

Plaxo

Delicious

WikipediaDigg

Danish B2B Social Media Landscape, 3Q2010

Note: Work very much

in progress!

Personal, personal, personal...

... and specific.

It is….

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120

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Following Followers Tweets Re-tweets Comments

Launch!

E-mail to 10 people by Louise B-T

“I’m on Twitter” on LinkedIn and Facebook

Tweeting the Google event at DI

Same as week

before due to vacation

One comment form the

week before. Has

been on vacation.

Vacation half the week

Holiday

Back from holiday

Trying it out to understand it – do things wrong quickly!

Source: Adopted by Christian Carlsson for MBA Dissertation, 2008 “Web 2.0 and the B2B environment: An exploratory study on the usage of online ratings and reviews for the business user”. Comparison of three organizational buying models by 1) Kotler and Keller (2006), 2) Webster and Wind (1972), and 3) Robinson et al (1967)

When we talk about client or prospect communication, WHAT media and HOW we use it DEPENDS of course!

Where are they in the purchase process?

Who are they? Why are they there? What behaviors? When? And so on.....

2/Listen to your audience

3/ WHO

Target your audience

Understand digital behaviors

Develop social media map

Identify needed experts

4/ WHERE: Environment

WHAT: Experience

Select appropriate social medianetworks, tools, and content

5/ HOW

Deployment / Empower Consumer advocacy (Participation)

Identify available/required assets and resources for participation in the most relevant conversations

Train the experts

1/ WHY

Establish your core business objectives

7/Maintain the relationship

6/RESULTS

Measure those things that will best help you determine the impact of your involvement and participation

Social Media Marketing at IBM: 7 Key

Steps

Start with listening (which is not rocket science by any means)

Off site

On site

Paid online media(banners, Q of the

week)

External content (Research, Blogs,

Events, etc.)Search Twitter

Paper.Li LinkedIn

SEO

KPIKPI

KPI

Route PlannerDanishCloudPage

Highlighted topic

Fixed ’content’- Events- Campaigns- Calendar- Quick Poll’s- Contact / call to action

KPI

KPI Profiles?LinkedIn?

Global Cloud Portal

RSS

- Events- Q&A- (Group)- Rich profiles- Network ’Push’

Silverbakk(Listen and Learn!)SME’s

Influencers

Measurement: ProspectFinder, Unica

Local content

Measurement

Files on LC

Blog on LC Q&A, Discussion Forum

www.ibm.com/dk/cloud Content

KPI KPI

KPI

Blog

Fixed ’content’

Link to

Link from

SEMSEO

Automatic with Twitterfeed.com

E-mail- eNurture- eVRM- eContact

Other- DM Mail- Print- Handout- Etc.

Other drive to web

SlideShare

KPI

IBM example: Cloud Portal

Audience, Target group, Prospects, Clients are all over the place!

Intranet (w3)

Extranet (www.ibm.com)

Sales EnablementIntranet

communications

Self-Service application for conversations

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

SME Blogs are perfect for the discovery phase

SlideShare for content repository, leads, and insight

SlideShare lead campaign

SlideShare marketing insight

Bit.ly – not only a URL ‘shortner’, but an instant feedback mechanism

https://www-950.ibm.com/files/app?lang=en_US#/collection/e7c21295-efdc-4e1d-8800-f1203f6cc8f1

bit.ly/360degree

Paper.li – making Tweets readable; discovery for you and clients/prospects

Use the employees!

� Personal Branding

� Their Networks

� Intranet articles

� Sales enablement communication

� Social Selling

65%

Traffic

to

website100%

5 % Contacts you

35%Companies who are interested in

your products and services

- do not make contact

30%

Non-sales opportunities, i.e

students, competitors, etc30%

Existing customers looking for

additional products, services or

contact details

Could we get better at capturing and engaging the 65%?

Company X

The ProspectFinder (Leadex/Enecto) provides direct feedback on who is interested in what

Off site

On site

Paid online media(banners, Q of the

week)

External content (Research, Blogs,

Events, etc.)Search Twitter

Paper.Li LinkedIn

SEO

KPIKPI

KPI

Route PlannerDanishCloudPage

Highlighted topic

Fixed ’content’- Events- Campaigns- Calendar- Quick Poll’s- Contact / call to action

KPI

KPI Profiles?LinkedIn?

Global Cloud Portal

RSS

- Events- Q&A- (Group)- Rich profiles- Network ’Push’

Silverbakk(Listen and Learn!)SME’s

Influencers

Measurement: ProspectFinder, Unica

Local content

Measurement

Files on LC

Blog on LC Q&A, Discussion Forum

www.ibm.com/dk/cloud Content

KPI KPI

KPI

Blog

Fixed ’content’

Link to

Link from

SEMSEO

Automatic with Twitterfeed.com

E-mail- eNurture- eVRM- eContact

Other- DM Mail- Print- Handout- Etc.

Other drive to web

SlideShare

KPI

IBM example: Cloud Portal

Audience, Target group, Prospects, Clients are all over the place!

Intranet (w3)

Extranet (www.ibm.com)

Sales EnablementIntranet

communications

How to change the behavior and the organization

� Try, try, try

� “Do it wrong quickly” (Mike Moran)

� Listen and Learn, Listen and Learn….

� Bottom up (BlueIQ)

� Get to the Top (Reverse Mentoring)

� Top down

The business leader, executive

Recognizes the needs to be in touch with ‘new’ ways of

working and using technology in a business

setting.

Is this private or business?

Is Facebook really for

me?

How about LinkedIn? I get so many requests all

the time!

How do I communicate effectively with

my team?

Should I use Lotus Connections,

Cattail, Wiki, or....?

How can I keep up with all new

technologies? Should I? Must I?

If so, what?

How do I select my

information sources?

The front-line, tech savvy employee

Passionate front-line or tech savvy employees who daily uses technology (like social software) in a private and business setting.

How can I more effectively help

change the way we work in IBM?

Why are we not better at using technology in a

business setting?

IBM example: Reverse Mentoring

Channels for communication:

• Townhalls

• Flatscreens

• Book and movies

• Service day theme(s)

• W3 stories

• Outdoor

• Presentation(s) – standard birthday issue

• Teaching material

• Sellers’ intro

• Workshops/Roundtables/Blogs

• Events – ’old and new’

• Client activities

• Merchandise

• Postcards and flyers

• Magazine?

• Facebook, Twitter & other social media

IBM example: STILL at the end of the list

Channels for communication:

• Townhalls

• Flatscreens

• Book and movies

• Service day theme(s)

• W3 stories

• Outdoor

• Presentation(s) – standard birthday issue

• Teaching material

• Sellers’ intro

• Workshops/Roundtables/Blogs

• Events – ’old and new’

• Client activities

• Merchandise

• Postcards and flyers

• Magazine?

• Facebook, Twitter & other social media

Th

ink D

igit

al in

all

asp

ects

My focus for 2011 – this is what I think is important

� Blog Content Strategy

� Usable Measurement

� Social Engagement – enabling the 4000 IBM’ers

Christian Carlssonchristian.carlsson@dk.ibm.com+45-2880 4553www.linkedin.com/in/christiancarlssontwitter.com/chris_carlsson