IBM’S VIRTUAL FORBIDDEN CITY <ul><li>SOA Virtual Seminar Campaign Deconstructed </li></ul>
Introduction
Background <ul><li>Live: 10th October 2008 </li></ul><ul><li>IBM worked with Palace Museum officials to build  a virtual r...
Campaign <ul><li>Objectives </li></ul><ul><li>Identify new IT / SOA influencer audiences </li></ul><ul><li>Generate leads ...
Measurement & metrics From the outset...
Execution <ul><li>100% online / social media </li></ul><ul><li>Microsite development </li></ul><ul><li>Influencer identifi...
Microsite Traffic generated from:  Untagged promotion  1252 Twitter 377  Flickr 24  Facebook 24 YouTube 18  VRM newsletter...
Blogger engagement / comment seeding <ul><li>Blog coverage – 21 </li></ul><ul><li>Bloggers engaged - 15 </li></ul><ul><li>...
Twitter 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 ...
Flickr <ul><li>IBMVFC views – 227  </li></ul><ul><li>Images used – 4 blog posts </li></ul>
Event registration *Space on the Virtual Forbidden City SOA tours was limited and personal invites were issued to those se...
Lessons learned <ul><li>Timescales, sign off </li></ul><ul><ul><li>Microsite </li></ul></ul><ul><li>Clear goals and object...
THANK YOU! <ul><li>Questions? </li></ul>
The Team <ul><li>Jordan Stone ,  Text 100 </li></ul><ul><li>[email_address] </li></ul><ul><li>@jordanstone </li></ul><ul><...
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Text 100 and C&M - IBM SOA Virtual Seminar Campaign Deconstructed

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Text 100 and its online PR partner Content & Motion worked with IBM to develop a landmark social media campaign to showcase the technological expertise behind the Virtual Forbidden City. This presentation was delivered on Wednesday 27th May at the monthly London Measurement Camp event and outlined the successes, challenges and overall measurment of the campaign.

For more on:
>> Text 100 visit www.text100.com and hypertextlondon.wordpress.com
>> C&M visit www.contentandmotion.co.uk
>> Measurement Camp visit measurementcamp.wikidot.com

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  • Text 100 and C&M - IBM SOA Virtual Seminar Campaign Deconstructed

    1. 1. IBM’S VIRTUAL FORBIDDEN CITY <ul><li>SOA Virtual Seminar Campaign Deconstructed </li></ul>
    2. 2. Introduction
    3. 3. Background <ul><li>Live: 10th October 2008 </li></ul><ul><li>IBM worked with Palace Museum officials to build a virtual replica of China’s Forbidden City, including its former palace grounds. </li></ul><ul><li>The Forbidden City: Beyond Space & Time is a 3-D replica built using Service Oriented Architecture (SOA) </li></ul><ul><li>www.beyondspaceandtime.org </li></ul>
    4. 4. Campaign <ul><li>Objectives </li></ul><ul><li>Identify new IT / SOA influencer audiences </li></ul><ul><li>Generate leads for SOA using purely social media / online channels </li></ul><ul><li>Establish ‘non traditional’ IBM leads - we’re talking t-shirt wearing software analysts, not ‘suits’ </li></ul><ul><li>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 </li></ul>
    5. 5. Measurement & metrics From the outset...
    6. 6. Execution <ul><li>100% online / social media </li></ul><ul><li>Microsite development </li></ul><ul><li>Influencer identification and realtime blog monitoring </li></ul><ul><li>Blogger engagement and Social Media News Release </li></ul><ul><li>Twitter </li></ul><ul><li>Promotional resources via YouTube, Flickr </li></ul><ul><li>Social network outreach (LinkedIn, Facebook) </li></ul><ul><li>Internal marketing – harnessing massive IBM community </li></ul>
    7. 7. Microsite Traffic generated from: Untagged promotion 1252 Twitter 377 Flickr 24 Facebook 24 YouTube 18 VRM newsletter 12 LinkedIn 9 Unique visitors Objective 2000 visitors Total (excl IBMers) 4003 visitors Total (inc IBMers) 4561 visitors
    8. 8. Blogger engagement / comment seeding <ul><li>Blog coverage – 21 </li></ul><ul><li>Bloggers engaged - 15 </li></ul><ul><li>Blog comments – 10 </li></ul><ul><li>Comments seeded – 38 </li></ul>
    9. 9. Twitter Twitter Stats Twitter Grader 94/100 Followers 367 Following 598 @ replies 76 Re-tweets 81
    10. 10. 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
    11. 11. Flickr <ul><li>IBMVFC views – 227 </li></ul><ul><li>Images used – 4 blog posts </li></ul>
    12. 12. Event registration *Space on the Virtual Forbidden City SOA tours was limited and personal invites were issued to those selected to attend What? Target Actual Registrations* 40 172 Number of Attendees 20 - 30 21 SOA & Web 2.0 mini-book requests 50 52
    13. 13. Lessons learned <ul><li>Timescales, sign off </li></ul><ul><ul><li>Microsite </li></ul></ul><ul><li>Clear goals and objectives </li></ul><ul><li>Counts were manual </li></ul><ul><ul><li>Not 100% accurate </li></ul></ul><ul><ul><li>Always changing </li></ul></ul><ul><li>Direct access to site stats </li></ul><ul><li>Getting people involved </li></ul><ul><li>Metrics in qualitative context </li></ul><ul><li>Tools for measuring </li></ul>
    14. 14. THANK YOU! <ul><li>Questions? </li></ul>
    15. 15. The Team <ul><li>Jordan Stone , Text 100 </li></ul><ul><li>[email_address] </li></ul><ul><li>@jordanstone </li></ul><ul><li>Andy Keetch , C&M </li></ul><ul><li>[email_address] </li></ul><ul><li>@special_noodles </li></ul><ul><li>Rowan Stanfield , C&M </li></ul><ul><li>[email_address] </li></ul><ul><li>@rowstar </li></ul>

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