Telling a Story
with DataThe IBM MobileFirst Datagrams
1. The ChallengeIBM was launching
MobileFirst – a suite of
development, design and
analytics services focused
on the mobil...
Photo from Flickr. By: apperian-inc
Taken at Mobile World Congress 2013
2. Who’s the audience?No surprise – those
thought ...
3. What do they need?Those innovators need to
know how their consumers are
using their mobile devices.
That knowledge woul...
4. Why IBM MobileFirst?So while MobileFirst covers
all angles – from design
and development, to
analytics, to security –
s...
In other words...
we spoke directly to
mobile-first people
about mobile data
via mobile channels.
IBM MobileFirst Datagrams
“Datagrams” are small bites of
information that can be displayed
together as a part of the broad...
Distribution
As both a “mobile first” and visual
channel, Instagram served as a
perfect launch point for the
Datagrams. Th...
Aggregation
Instagram and Twitter are perfect
channels for in-the-moment
conversation, but not necessarily
ideal for long-...
Social Propagation
Earned promotion through likes,
tweets and retweets, +1s and embeds
were all part of the plan. Yes, the...
Summary
The datagrams Centerline created for the IBM MobileFirst launch achieved a significant social
footprint and increa...
Thank you!
Connect here:
Here:
Here:
And here, too:
centerline.net
twitter.com/centerline
instagram.com/centerline
faceboo...
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IBM MobileFirst Datagrams Case Study - Centerline Digital

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“Datagrams” are small bites of information that can be displayed together as a part of the broader story, or viewed individually as standalone statistics. They can be accessed on the web, mobile or even as printable cards or posters that are passed out at events.

In the case of the IBM #MobileFirst Datagrams, they were are focused on starting a conversation with thought leaders and practitioners (developers, etc.) in the mobile industry. They increased the search and social “surface area” of IBM MobileFirst during the critical first days after launch the major product announcement, into Mobile World Congress 2013, and beyond.

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IBM MobileFirst Datagrams Case Study - Centerline Digital

  1. Telling a Story with DataThe IBM MobileFirst Datagrams
  2. 1. The ChallengeIBM was launching MobileFirst – a suite of development, design and analytics services focused on the mobile space. They wanted to start a conversation with thought leaders and practitioners — the people shaping the future of how consumers use mobile — in support of that launch. Photo from Flickr. By: Intel Photos Taken at Mobile World Congress 2013
  3. Photo from Flickr. By: apperian-inc Taken at Mobile World Congress 2013 2. Who’s the audience?No surprise – those thought leaders and practitioners are mobile first themselves! They live more on their smart phone than their laptop. We knew they were going to be aware of the product launch. And we knew they would be at (or closely watching coverage of) Mobile World Congress 2013.
  4. 3. What do they need?Those innovators need to know how their consumers are using their mobile devices. That knowledge would allow them to better connect with their own audiences – and therefore better match the products and services they craft with the desires of the marketplace. Photo from Daily Mail. 2013 Taken at St, Peter’s Square during introduction of the new Pope.
  5. 4. Why IBM MobileFirst?So while MobileFirst covers all angles – from design and development, to analytics, to security – social conversations rarely start around products. We used stats to illustrate the state of the mobile universe that people — professionals or consumers — can relate to.
  6. In other words... we spoke directly to mobile-first people about mobile data via mobile channels.
  7. IBM MobileFirst Datagrams “Datagrams” are small bites of information that can be displayed together as a part of the broader “IBM mobile story,” or viewed individually as standalone statistics. They are accessible on mobile, the web or even as printable cards or posters passed out by IBM sales reps at events. Datagrams increased search and social “surface area” during the critical first days after launch of the major new MobileFirst initiative, and throughout Mobile World Congress 2013.
  8. Distribution As both a “mobile first” and visual channel, Instagram served as a perfect launch point for the Datagrams. The number and types of channels that Instragram enables also made it an ideal point of distribution. Over a three-week timeframe, approximately 50 Datagrams were placed on Instagram with the #IBMMobile hashtag, along with a caption that linked to more information. They were cross-posted to Twitter, Tumblr and Facebook. Mobile enables unique customer insights for location and time- specific targeting. Explore @ ibm.co/Xx0trH #ibmmobile
  9. Aggregation Instagram and Twitter are perfect channels for in-the-moment conversation, but not necessarily ideal for long-term findability. So we aggregated all the Datagrams on a Tumblr blog, creating an ever- growing and changing infographic. And the Tumblr platform is a social channel itself. So once people find the Datagrams there, they can comment on them or share them with their own social network of choice — including some that Instagram isn’t designed to push to: Google+ and Pinterest. VISIT SITE g
  10. Social Propagation Earned promotion through likes, tweets and retweets, +1s and embeds were all part of the plan. Yes, the Datagram’s size was ideal for Instagram and Facebook; but it was also primed for blogs and media coverage. And the individual nature meant influencers and industry analysts could choose which stat worked best for their article. With every post and share, the search footprint of the Datagrams — and more importantly, of IBM MobileFirst — increased. That extends the usefulness of the Datagrams far beyond the initial launch.
  11. Summary The datagrams Centerline created for the IBM MobileFirst launch achieved a significant social footprint and increased search “surface area” by releasing points of data over time to consistently engage people and spark a larger conversation about IBM Mobile. Details The IBM press team partnered with Centerline to create initiatives for the IBM MobileFirst Launch. They wanted to deliver engaging information to people about current trends in the industry and the mobile solutions available through IBM. So Centerline created the idea of Datagrams - small bites of information that could be displayed together as a part of a broader “IBM mobile story,” or viewed individually as standalone statistics across various social media channels. Centerline crafted a complete launch plan that included everything from content creation to delivery to measurement and governance. We designed the datagrams and the aggregation point, wrote the social descriptive texts, and most importantly, developed the editorial calendar that listed when each datagram would launch over a three-week period. Instagram served as the initial touch point for the datagrams. Once uploaded, each could be pushed to Twitter, Facebook and Flickr while being aggregated on a Tumblr page that we designed to serve as the “living” infographic. Through the MobileFirst home on Tumblr, visitors could embed statistics, “favorite” items, comment, re-blog, and share the datagrams with their own cross-channel social networks — enabling IBM to see immediate results. By launching the datagrams individually, we were able to extend social relevance and keep a continuous conversation about mobile going throughout and well beyond the launch. IBM MobileFirst Datagrams | More Details
  12. Thank you! Connect here: Here: Here: And here, too: centerline.net twitter.com/centerline instagram.com/centerline facebook.com/centerlinedigital

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