Bringing your Experts out there

Christian Carlsson, Digital Leader and Social Business Advocate, IBM Denmark | Presented at JBoye12, Nov. 8th 2012

Getting your Experts out there

Expert

Expert-in-the-makingExpert

Expert

Expert-in-the-making

ExpertExpert

Source: http://blog.shareaholic.com/wp-content/uploads/2012/06/crowd-of-people.jpg

This is a story about why organizations (especially B2B) must

start using their experts, SME’s and Thought Leaders in their

marketing and communications activities. Something that IBM

already does – both world wide and in little Denmark – with

great success. This presentation touches briefly on why, how

and what to do. If you have questions to the process or would

like to know more, please contact twitter.com/chris_carlsson.

A lot of credit to Susan Emerick (twitter.com/sfemerick) for her

great work and in-depth knowledge of enabling Experts in the

organization. If there is a brain out there you should follow –

she’s the one!

Source: Simon Sinek (2009) http://www.startwithwhy.com/

We do it for the business

Using our Experts is

much more effective

compared to traditional

Digital marketing*

Conversion

Call to action

3 times

Lead

Reach and Amplification

3 times

*Early test results by Susan Emerick, IBM (2012)

We do it for the branding

Source: http://www.thinkpads.com/wp-content/uploads/2011/01/lenovo_thinkpad_701c_butterfly_keyboard.jpg

We do it for “me”

Source: Christian Carlsson (2009)

Generation C

They are a combination of: Gen Y + a large part of Gen X + and other Gen’s who are getting connected

They are the hyperconnected generation who expects authenticity and dialogue

86% shares their experiences with a brand

97% are aware of their online identity and image

They have an audience with audiences (influencers)

They are all part of being a shared experience, and the group is growing rapidly

Source: http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/

What will he trust?


92%

Individuals drive trust & credibility

Denmark 3Q2012

http://markedsforing.dk/artikler/bureauer/markedet-faldt-med-12-procent?utm_source=apsis&utm_medium=email&utm_content=unspecified&utm_campaign=unspecified

Who do we trust?

Bridging the 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

Content gap

From large campaignsTo one-to-one, high-value interactions

From controlling the messageTo building collaborative relationships

From being generally accessible To being active in the right places at the right times

For us, this means...

Source: IBM (2012)

It also means, it is no longer limited to Marketing or Communications

Source: IBM (2010)

• Drives business growth

• Transforms all functions of the corporation

• Serves every constituent

• Integrates all employees

• Is multiplatform

• Sits at the core of our business and culture

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)

From To

A true Social Business enables their experts in the context of their strategy and go-to-market programs #sbdk #socbiz @sfemerick

Enabling experts in context of our strategy

Source: IBM (2012)

Thought Leaders covers Influencers

Source: IBM (2012)

It is a process

Source: Christian Carlsson (2012), adopted from IBM (2012)

Nomination


Enablement – Digital IBMer

Source: IBM (2012)

Enablement – Digital Thought Leadership

Task/Situation specific

Social Software Introduction for SME’s/Thought Leaders

Listening to Digital Discussions

Plan How to Help and Engage

Digital Persona Management

Add Value and Build your online reputation and thought leadership

Manage Feedback Through Digital Channels

Platform specific

Beginner – Slideshare 101: The Basics

Intermediate - Twitter 201: Tools and Techniques for Enhancing Twitter Engagement and Growing Eminence

Advanced - Blogging 301: Differentiating and Promoting your Blog

Source: IBM (2012)

Assessment

Source: IBM (2012)

Social Business Manager w/ Domain Knowledge

420Followers

790 Tweets

3,058 Mentions

Content Activation Plan

SMEs

Monitoring & Engaging

Coordinated Dialogue

54Comments

3,000Clicks on

bit.lys

Videos & whitepapers most popular

Target Site List

180 Retweets

Owns

6 listsListed 43

times603

Following

BUs PR / MR

Source: IBM (2012)

Coaching sheet

Source: Christian Carlsson and Kasper Risbjerg, IBM (2012)

Keeping track of things

Source: IBM (2012)

Online and Offline


Its own life


Recent example

Expert-in-the making

Follows a Business Development

Executive

Proactivelly engages; dialogue

Coffee and discussion

Talking to a competitor

Bringing out the Expert

Sharing is caring

Time (4 weeks)

...?

...?

Workshop

TrustOnline

Offline


Shift the balance of marketing spending

Source: http://www.baldheretic.com/pics/travel/denmark/bhkroner.jpg

vizify.com/christiancarlsson

twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

[email protected]

+45-28 80 45 53

Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

Bringing your Experts out there

Business

Transcript of Bringing your Experts out there