Presentation on IBM Social Engagement as part of our Digital Brand Management. Presented by Christian Carlsson at the J Boye 2011 conference in Aarhus, Danmark, November 10 2011, and for the Consortium of Global Talents on December 7th 2011. Please contact Christian on: christian.carlsson@dk.ibm.com or twitter.com/chris_carlsson

1. Digital Brand Management and the most valuable resource… Christian C Carlsson (@chris_carlsson) Digital Leader and Strategist, IBM Denmark Source: http://www.flickr.com/photos/wesbs/5273648283/sizes/l/in/photostream/

2. Speed dating Source, image: http://draugishkas.blogas.lt/files/2009/12/img_6108.jpg #cgtdk @chris_carlsson

3. Digital Brand Management Brand Value Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg

4. Manage, Monitor/Listen, Analyze, Respond Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg

5. The most valuable resource: your employees Source, funnel: http://www.germ.se/upload/produkter/800x600/FT%20200S.jpg

6. Is the digital experience true to your brand?

7. (sorry for the poor image quality)

8. Why: On-site vs. Off-site

9. Why: Where the real conversation is

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

11. You Social Engagement

12. 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

14. 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

15. How: Expertise Locator Sponsored media Mobile app /smarterplanet

17. How: It is personal Example: Visualize & Explaining concepts Example: Architecture & Drawing Example: PMP Agile Outsourcing

18. Your Digital Elevator Pitch

19. Challenge: CMO underpreparedness bit.ly/cmostudy2011 88%

20. Challenge: It takes time… “ In your job role, how active are you currently in Social Engagement?” Source: internal survey in Denmark, Nov. 2011, sample

21. twitter.com/chris_carlsson linkedin.com/in/christiancarlsson [email_address] +45-28 80 45 53 bit.ly/pwBHwc Source: http://www.flickr.com/photos/joe_relic37/5908678673/sizes/o/in/photostream/

22. Backup

23. Challenge: values and “heart” needs to shine through your employees Source: http://www.flickr.com/photos/craftsman/939086280/sizes/o/in/photostream/

24. 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.

25. Social Aggregator

26. How: Expert Relationship Management

27. Challenge: It takes time… “ In your job role, how active are you currently in Social Engagement?” Source: internal survey in Denmark, Nov. 2011, sample

28. What’s next, general topics of interest

29. What’s next, tools of interest