Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
IBM Software
Case study –
Demand generation for
dev@IBM events
IBM IMPACT 2014 – Las Vegas, NV
IBM INNOVATE 2014 – Orlando...
©2014 Ivy Worldwide, Inc. | Confidential
©2014 Ivy Worldwide, Inc.
IBM sought a cost-
effective and scalable way
reach DEV...
©2014 Ivy Worldwide, Inc.
Situation
INFLUENCER TARGETS
Primary Audience
• Developers
Secondary Audience
• IT Leaders
Terti...
IVY WORLDWIDE recruited LEADING SOCIAL VOICES to capture the
developer experience and distribute content across a vast arr...
4k+
Fans
4k+
Followers
6k+
Followers
49k
UMVs
4k+
Subscribers
138k+
Followers
©2014 Ivy Worldwide, Inc.
Results
• EARNED M...
©2014 Ivy Worldwide, Inc.
Content distribution
193K+ podcast
downloads across 14
different platforms:
RSS, Podcast, Livest...
DevOps: 5 videos
Cloud: 18 videos
Service Management:
5 videos
Internet of Things
(IoT): 18 videos
Security: 6 videos
Mobi...
©2014 Ivy Worldwide, Inc.
Influencer content propagation by IBM
Source: http://www-01.ibm.com/software/rational/innovate/v...
IBM Software Case Study
Upcoming SlideShare
Loading in …5
×

IBM Software Case Study

663 views

Published on

Business Objective: Improve visibility and appeal of IBM events for worldwide developer audience.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

IBM Software Case Study

  1. 1. IBM Software Case study – Demand generation for dev@IBM events IBM IMPACT 2014 – Las Vegas, NV IBM INNOVATE 2014 – Orlando, FL
  2. 2. ©2014 Ivy Worldwide, Inc. | Confidential ©2014 Ivy Worldwide, Inc. IBM sought a cost- effective and scalable way reach DEVELOPERS and IT LEADERS via the online properties they frequent. BUSINESS GOALS • Improved awareness within target audience • Positive brand endorsement • Inbound links and visitors Executive overview
  3. 3. ©2014 Ivy Worldwide, Inc. Situation INFLUENCER TARGETS Primary Audience • Developers Secondary Audience • IT Leaders Tertiary Audience • Technology Enthusiasts 1. Capture and publish high- quality discussion of topics important to the IBM developer market 2. Improve awareness and consideration via improved SEO 3. Showcase wide range of options for IBM developers, by publishing event content across IBM and influencer sites alike STRATEGIES OBJECTIVE: Improve the visibility and appeal of IBM events for the developer audience.
  4. 4. IVY WORLDWIDE recruited LEADING SOCIAL VOICES to capture the developer experience and distribute content across a vast array of social networks, in order to: • ENGAGE developers • PIQUE their interest in IBM technologies • COMPEL their attendance ©2014 Ivy Worldwide, Inc. Action 29 interviews were published highlighting IBM solutions at companies such as:
  5. 5. 4k+ Fans 4k+ Followers 6k+ Followers 49k UMVs 4k+ Subscribers 138k+ Followers ©2014 Ivy Worldwide, Inc. Results • EARNED MEDIA created by influencers and published across their social media channels • IBM OWNED MEDIA channels propagated influencer content to lend third-party endorsement to IBM messages THIRD-PARTY CONTENT • 29 YouTube videos • 22 blog posts • 14 podcasts AUDIENCE ENGAGEMENT • 193.5K podcast downloads • 3890 YouTube video views • 318 social media mentions • 151K social media impressions
  6. 6. ©2014 Ivy Worldwide, Inc. Content distribution 193K+ podcast downloads across 14 different platforms: RSS, Podcast, Livestream, iTunes, AppleTV, Samsung SmartTV, Chromecast, Roku, Boxee, Zune, Blubrry, TPN, MySync “[The influencers] did a great job capturing content … and turned much of that content into podcasts that drove a lot of traffic.” – IBM program sponsor
  7. 7. DevOps: 5 videos Cloud: 18 videos Service Management: 5 videos Internet of Things (IoT): 18 videos Security: 6 videos Mobile: 3 videos ©2014 Ivy Worldwide, Inc. Content breadth and depth
  8. 8. ©2014 Ivy Worldwide, Inc. Influencer content propagation by IBM Source: http://www-01.ibm.com/software/rational/innovate/videolibrary

×