ibm virtual forbidden city soa social media marketing campaign
DESCRIPTION
A social media marketing campaign deconstructed IBM Virtual Forbidden City - SOA UK CampaignTRANSCRIPT
IBM’S VIRTUAL FORBIDDEN CITYSOA Virtual Forbidden Tour Campaign Deconstructed
Agenda
• Background• Campaign overview & objectives• Measurement & metrics• Approach to monitoring the market conversation• Blogger engagement• Campaign execution• Digital asset distribution – vehicles and results• Next steps• Lessons learnt
Background
• Live: 10th October 2008• IBM worked with Palace Museum
officials to build a virtual replica of China’s Forbidden City, including its former palace grounds.
• The Forbidden City: Beyond Space & Time is a 3-D replica built using Service Oriented Architecture (SOA)
• www.beyondspaceandtime.org
Campaign
• Host 2 seminars INSIDE the Virtual Forbidden City providing an insider’s view of how the virtual world was built and the technology powering it & using the VFC as an SOA case study
Objectives• Identify & generate new IT / SOA influencer audiences• Generate leads for SOA using purely social media / online
channels• Trial social media tactics – e.g. blogging, SEO, digital asset
distribution, seeding, etc.
Measurement & metrics
From the outset...
Monitor the market conversation – approach
Identified which keywords and which web communities should be utilised / targeted based on:
• Current search rankings• Suggested keywords• Current rankings for these terms• Competitor site strengths• Links• Social engagement• Blog ecosystem and top 20 blog recommendations
• In line with the recommended keyword set, ten of the most prominent and useful blogs were identified. These were RSS-subscribed to, interacted with, and analysed – via the Netvibes dashboard.
• Selections were made based on Technorati authority, backlinks, and bookmarks and categorised into two broad areas – Virtual worlds, and SOA.
Blogger engagement / comment seeding
• Blog coverage – 21• Bloggers engaged - 15• Blog comments – 10• Comments seeded – 38
Execution
100% online / social media• Microsite development• Influencer identification and
realtime blog monitoring• Blogger engagement and Social
Media News Release• Twitter• Promotional resources via
YouTube, Flickr• Social network outreach
(LinkedIn, Facebook)• Internal marketing – harnessing
massive IBM community
Twitter Stats
Twitter Grader 94/100
Followers 367
Following 598
@ replies 76
Re-tweets 81
YouTube
Video Views
How SOA was Used to Build the Virtual Forbidden City 214
How the VFC Demonstrates the Value of SOA in Business 75
How to Join IBM's Exclusive Virtual Worlds SOA Tour 127
SOA and IBM's Virtual Forbidden City 310
726
Flickr
• IBMVFC views – 227 • Images used – 4 blog posts
Traffic generated from:
Untagged promotion 1383
Twitter 379
Flickr 24
Facebook 24
YouTube 20
VRM newsletter 12
LinkedIn 9
Microsite
Unique visitors
Objective 2000 visitors
Total (excl IBMers) 4322 visitors
Total (inc IBMers) 4897 visitors
http://www-01.ibm.com/software/uk/itsolutions/soa/virtual-forbidden-city/
Event registration
What? Target ActualRegistrations* 40 172Number of Attendees 20 - 30 21 SOA & Web 2.0 mini-book requests 50 98
*Space on the Virtual Forbidden City SOA tours was limited and personal invites were issued to those selected to attend
Lead Management
Customer AttendeesCOMPANY Job title Country or region
ERICSSON Config manager United KingdomTRANSPORT FOR LONDON Project Manager United KingdomGRONSTEDT GROUP President United StatesWALMART programmer analyst United StatesWORLD VISION sr director United StatesCITI SVP Learning Technology and ArchitectureUnited StatesBURK Technical Specialist United States
FRONT RANGE COMMUNITY COLLEGE
Director, North Metro Small Business Development Center, United States
FEDERAL RESERVE BANK OF ST. LOUIS Learning Technologist United StatesLOCKHEED MARTIN System Architect United StatesLOCKHEED MARTIN Software Engineer United StatesSAP Writer AustraliaFRESH AUSTRALIA PTY LTD IT Director AustraliaFILOGIX Software Architect CanadaAN Virtual World Rain maker India
All attendees have been given to the appropriate sales teams to f/u. All book requests are being followed up by Slipstream
Next Steps
• 2 videos created from the VFC Live Tour– Video 1 – Live Tour with John Tolva– Video 2 – Customer Q & A
• E-mail with video link to all respondees that were unable or not invited to join the Live Tour
• Continue to use Social Media tools to drive to the new videos, including Google Search Words - add Videos to VFC YouTube and Flickr after one month
• F/u all downloads via Slipstream • China looking to run this campaign
Lessons learnt
• Timescales, sign off– Microsite
• Clear goals and objectives• Counts were manual
– Not 100% accurate– Always changing
• Direct access to site stats• Getting people involved• Metrics in qualitative
context• Tools for measuring
Lessons learnt continued
• The dashboard is an essential tool • Require real time monitoring and reporting• Difficult to do Geo targeting• You need more than five weeks to build
momentum and the content schedule needs to fit:– Majority of ‘following’ activity occurred in first few weeks– Majority of ‘coverage’ and ‘views’ occurred in week two– BUT: majority of signups occurred in last week (week five)– Content (editorial) agenda should be more evenly distributed and more tightly
themed– A blog is essential in this respect (Twitter was our only publishing outlet to
drive traffic)
18 SWG Web Marketing Leadership Council | IBM Confidential
Executive Summary
Objectives•Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels
Execution•100% Social Media campaign•Virtual Tour for IT Architects in Chinese Virtual Forbidden City•Campaign recruitment led via Twitter•Promotional resources via Flickr, YouTube ,linkedin, Facebook , blogs, etc.•Creation of a Social Media Press Release•Identification of key influencer Blogs, Twitter profiles and more•Coordinating massive IBM internal Social Media push•Sophisticated Campaign Social Media Monitoring Dashboard
Results
28th April: 115 - 20% Prospect, 6% Academia, 7% Business Partner, 10% Media, Rest: IBM, events team
29th April: 45 - 13% Prospect, 9% Academia, 11% Business Partner, 4% Media, Rest: IBM, events team
Twitter - Total #IBMVFC Tweets: 1,550
Blogs (x3 week active campaign)
Total posts related to event coverage: 21
8 blog posts by IBM staff
Flickr IBMVFC image views (x3 week active campaign): 209
YouTube IBMVFC video views (x3 week active campaign): 642Campaign Social Media DashboardCampaign Social Media Dashboard
The Team
IBMDelphine Remy-Boutang
WW Sponsor
John Tolva
Terry Lifton
Wendy Tarr
Graham Lewis Text 100Jordan StoneAlison O’LearyCatherine Pymar
C&MRoger WarnerAndy KeetchRowan Stanfield
THANK YOU!Questions?