IBM’S VIRTUAL FORBIDDEN CITY SOA Virtual Seminar Campaign Deconstructed

SOA Virtual Seminar Campaign Deconstructed

Introduction

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

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 Objectives Identify new IT / SOA influencer audiences Generate leads for SOA using purely social media / online channels Establish ‘non traditional’ IBM leads - we’re talking t-shirt wearing software analysts, not ‘suits’ 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

Objectives

Identify new IT / SOA influencer audiences

Generate leads for SOA using purely social media / online channels

Establish ‘non traditional’ IBM leads - we’re talking t-shirt wearing software analysts, not ‘suits’

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

Measurement & metrics From the outset...

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

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

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

Blogger engagement / comment seeding Blog coverage – 21 Bloggers engaged - 15 Blog comments – 10 Comments seeded – 38

Blog coverage – 21

Bloggers engaged - 15

Blog comments – 10

Comments seeded – 38

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 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

IBMVFC views – 227

Images used – 4 blog posts

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

Lessons learned 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

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

THANK YOU! Questions?

Questions?

The Team Jordan Stone , Text 100 [email_address] @jordanstone Andy Keetch , C&M [email_address] @special_noodles Rowan Stanfield , C&M [email_address] @rowstar

Jordan Stone , Text 100

[email_address]

@jordanstone

Andy Keetch , C&M

[email_address]

@special_noodles

Rowan Stanfield , C&M

[email_address]

@rowstar