C&M and Text100 IBM VFC Social Media Campaign Metrics


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C&M and our PR Agency partners Text100 have been busy since the start of 2009 as the Online
brains behind IBM Software Groupʼs Social Media action.

In our first project together we were charged with helping IBM to showcase all of the development smarts behind the Chinese Virtual Forbidden City, a breathtaking Second Life-like representation of a Chinese world from five hundred years ago.

Here's how we got on...

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  • C&M and Text100 IBM VFC Social Media Campaign Metrics

    1. 1. IBM’S VIRTUAL FORBIDDEN CITY <ul><li>IBM VFC Social Media Campaign Metrics </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>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><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>
    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 1174 Twitter 377 Flickr 24 Facebook 23 YouTube 17 VRM newsletter 12 LinkedIn 7 Unique visitors Objective 2000 visitors Total (excl IBMers) 3752 visitors Total (inc IBMers) 4284 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 212 How the VFC Demonstrates the Value of SOA in Business 75 How to Join IBM's Exclusive Virtual Worlds SOA Tour 126 SOA and IBM's Virtual Forbidden City 308 721
    11. 11. Flickr <ul><li>IBMVFC views – 227 </li></ul><ul><li>Images used – 4 blog posts </li></ul>
    12. 12. Lead generation What? Target Actual Registrations 80 172 Number of Attendees 30 21
    13. 13. Lessons learned <ul><li>Timescales, sign off </li></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>@jordanstone </li></ul><ul><li>Andy Keetch , C&M </li></ul><ul><li>@special_noodles </li></ul><ul><li>Rowan Stanfield , C&M </li></ul><ul><li>@rowstar </li></ul>