IBM’S VIRTUAL FORBIDDEN CITY <ul><li>SOA Virtual Forbidden Tour Campaign Deconstructed </li></ul>
Agenda <ul><li>Background </li></ul><ul><li>Campaign overview & objectives </li></ul><ul><li>Measurement & metrics </li></...
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>Host 2 seminars  INSIDE  the Virtual Forbidden City providing an insider’s view of how the virtual world ...
Measurement & metrics From the outset...
Monitor the market conversation – approach <ul><li>Identified which keywords and which web communities should be utilised ...
Blogger engagement / comment seeding <ul><li>Blog coverage – 21 </li></ul><ul><li>Bloggers engaged - 15 </li></ul><ul><li>...
Execution <ul><li>100% online / social media </li></ul><ul><li>Microsite development </li></ul><ul><li>Influencer identifi...
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>
Microsite http://www-01.ibm.com/software/uk/itsolutions/soa/virtual-forbidden-city / Traffic generated from:  Untagged pro...
Event registration *Space on the Virtual Forbidden City SOA tours was limited and personal invites were issued to those se...
Lead Management <ul><li>Customer Attendees </li></ul>All attendees have been given to the appropriate sales teams to f/u. ...
Next Steps <ul><li>2 videos created from the VFC Live Tour </li></ul><ul><ul><li>Video 1 – Live Tour with John Tolva </li>...
Lessons learnt <ul><li>Timescales, sign off </li></ul><ul><ul><li>Microsite </li></ul></ul><ul><li>Clear goals and objecti...
Lessons learnt continued <ul><li>The dashboard is an essential tool  </li></ul><ul><li>Require real time monitoring and  r...
SWG Web Marketing Leadership Council | IBM Confidential Executive Summary <ul><li>Objectives </li></ul><ul><li>Identify an...
The Team <ul><li>IBM </li></ul><ul><li>Delphine Remy-Boutang </li></ul><ul><li>WW Sponsor  </li></ul><ul><li>John Tolva  <...
THANK YOU! <ul><li>Questions? </li></ul>
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IBM Virtual Forbidden City SOA Social Media Marketing Campaign

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A social media marketing campaign deconstructed
IBM Virtual Forbidden City - SOA
UK Campaign

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  • Hello - I am Editor of the ibm.com homepage and we covered a story a few years about about the Forbidden City. I get an inquiry every other month about this project. Who is a contact point:? Joan Renner jrenner@us.ibm.com
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  • Blogger Engagement What: Using the information gathered from “ Monitor the Market Conversation” – Listening Pilot Monitor activity on the target blogs and seed comments on appropriate posts with (keyword optimised) links to the destination web page. How: checking a daily basis to see who is blogging on relevant subjects and to find out where our ‘influencers’ are commenting themselves. Blog comments are often screened for approval, so need to be relevant and interesting and not just random ‘spam’ attacks Deliverable: weekly flash report to facilitate blog engagement, with a list of top blogs and suggested content snippets that can be used by IBM for commenting
  • YouTube IBMVFC video views (x3 week active campaign)
  • During x3 week active campaign 17 contacts
  • IBM Virtual Forbidden City SOA Social Media Marketing Campaign

    1. 1. IBM’S VIRTUAL FORBIDDEN CITY <ul><li>SOA Virtual Forbidden Tour Campaign Deconstructed </li></ul>
    2. 2. Agenda <ul><li>Background </li></ul><ul><li>Campaign overview & objectives </li></ul><ul><li>Measurement & metrics </li></ul><ul><li>Approach to monitoring the market conversation </li></ul><ul><li>Blogger engagement </li></ul><ul><li>Campaign execution </li></ul><ul><li>Digital asset distribution – vehicles and results </li></ul><ul><li>Next steps </li></ul><ul><li>Lessons learnt </li></ul>
    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 & using the VFC as an SOA case study </li></ul><ul><li>Objectives </li></ul><ul><li>Identify & generate new IT / SOA influencer audiences </li></ul><ul><li>Generate leads for SOA using purely social media / online channels </li></ul><ul><li>Trial social media tactics – e.g. blogging, SEO, digital asset distribution, seeding, etc. </li></ul>
    5. 5. Measurement & metrics From the outset...
    6. 6. Monitor the market conversation – approach <ul><li>Identified which keywords and which web communities should be utilised / targeted based on: </li></ul><ul><li>Current search rankings </li></ul><ul><li>Suggested keywords </li></ul><ul><li>Current rankings for these terms </li></ul><ul><li>Competitor site strengths </li></ul><ul><li>Links </li></ul><ul><li>Social engagement </li></ul><ul><li>Blog ecosystem and top 20 blog recommendations </li></ul><ul><li>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. </li></ul><ul><li>Selections were made based on Technorati authority, backlinks, and bookmarks and categorised into two broad areas – Virtual worlds, and SOA. </li></ul>
    7. 7. 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>
    8. 8. 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>
    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. Microsite http://www-01.ibm.com/software/uk/itsolutions/soa/virtual-forbidden-city / Traffic generated from: Untagged promotion 1383 Twitter 379 Flickr 24 Facebook 24 YouTube 20 VRM newsletter 12 LinkedIn 9 Unique visitors Objective 2000 visitors Total (excl IBMers) 4322 visitors Total (inc IBMers) 4897 visitors
    13. 13. 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 98
    14. 14. Lead Management <ul><li>Customer Attendees </li></ul>All attendees have been given to the appropriate sales teams to f/u. All book requests are being followed up by Slipstream
    15. 15. Next Steps <ul><li>2 videos created from the VFC Live Tour </li></ul><ul><ul><li>Video 1 – Live Tour with John Tolva </li></ul></ul><ul><ul><li>Video 2 – Customer Q & A </li></ul></ul><ul><li>E-mail with video link to all respondees that were unable or not invited to join the Live Tour </li></ul><ul><li>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 </li></ul><ul><li>F/u all downloads via Slipstream </li></ul><ul><li>China looking to run this campaign </li></ul>
    16. 16. Lessons learnt <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>
    17. 17. Lessons learnt continued <ul><li>The dashboard is an essential tool </li></ul><ul><li>Require real time monitoring and reporting </li></ul><ul><li>Difficult to do Geo targeting </li></ul><ul><li>You need more than five weeks to build momentum and the content schedule needs to fit: </li></ul><ul><ul><li>Majority of ‘following’ activity occurred in first few weeks </li></ul></ul><ul><ul><li>Majority of ‘coverage’ and ‘views’ occurred in week two </li></ul></ul><ul><ul><li>BUT: majority of signups occurred in last week (week five) </li></ul></ul><ul><ul><li>Content (editorial) agenda should be more evenly distributed and more tightly themed </li></ul></ul><ul><ul><li>A blog is essential in this respect (Twitter was our only publishing outlet to drive traffic) </li></ul></ul>
    18. 18. SWG Web Marketing Leadership Council | IBM Confidential Executive Summary <ul><li>Objectives </li></ul><ul><li>Identify and generate new influencer audiences/leads for IBM SOA from purely Social Media channels </li></ul><ul><li>Execution </li></ul><ul><li>100% Social Media campaign </li></ul><ul><li>Virtual Tour for IT Architects in Chinese Virtual Forbidden City </li></ul><ul><li>Campaign recruitment led via Twitter </li></ul><ul><li>Promotional resources via Flickr , YouTube , linkedin , Facebook , blogs , etc. </li></ul><ul><li>Creation of a Social Media Press Release </li></ul><ul><li>Identification of key influencer Blogs, Twitter profiles and more </li></ul><ul><li>Coordinating massive IBM internal Social Media push </li></ul><ul><li>Sophisticated Campaign Social Media Monitoring Dashboard </li></ul><ul><li>Results </li></ul><ul><li>28th April: 115 - 20% Prospect, 6% Academia, 7% Business Partner, 10% Media, Rest: IBM, events team </li></ul><ul><li>29th April: 45 - 13% Prospect, 9% Academia, 11% Business Partner, 4% Media, Rest: IBM, events team </li></ul><ul><li>Twitter - Total #IBMVFC Tweets: 1,550 </li></ul><ul><li>Blogs (x3 week active campaign) </li></ul><ul><ul><li>Total posts related to event coverage: 21 </li></ul></ul><ul><ul><li>8 blog posts by IBM staff </li></ul></ul><ul><li>Flickr IBMVFC image views (x3 week active campaign): 209 </li></ul><ul><li>YouTube IBMVFC video views (x3 week active campaign): 642 </li></ul>Campaign Social Media Dashboard
    19. 19. The Team <ul><li>IBM </li></ul><ul><li>Delphine Remy-Boutang </li></ul><ul><li>WW Sponsor </li></ul><ul><li>John Tolva </li></ul><ul><li>Terry Lifton </li></ul><ul><li>Wendy Tarr </li></ul><ul><li>Graham Lewis </li></ul>Text 100 Jordan Stone Alison O’Leary Catherine Pymar C&M Roger Warner Andy Keetch Rowan Stanfield
    20. 20. THANK YOU! <ul><li>Questions? </li></ul>
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