SlideShare a Scribd company logo
1 of 9
Download to read offline
IBM Software
Case study –
Demand generation for
dev@IBM events
IBM IMPACT 2014 – Las Vegas, NV
IBM INNOVATE 2014 – Orlando, FL
©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
©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.
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:
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
©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
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
©2014 Ivy Worldwide, Inc.
Influencer content propagation by IBM
Source: http://www-01.ibm.com/software/rational/innovate/videolibrary
IBM Software Case Study

More Related Content

What's hot

Build Powerful Apps Fast with Progress Rollbase
Build Powerful Apps Fast with Progress RollbaseBuild Powerful Apps Fast with Progress Rollbase
Build Powerful Apps Fast with Progress RollbaseProgress
 
ePR & ORM Process
ePR & ORM ProcessePR & ORM Process
ePR & ORM Processdigiqom
 
Your first steps with Visual COBOL - COBOL Developer Day
Your first steps with Visual COBOL -  COBOL Developer DayYour first steps with Visual COBOL -  COBOL Developer Day
Your first steps with Visual COBOL - COBOL Developer DayMicro Focus
 
Android training in noida
Android training in noidaAndroid training in noida
Android training in noidaRahul Mittal
 
Brightcove Live Solutions
Brightcove Live SolutionsBrightcove Live Solutions
Brightcove Live SolutionsBrightcove
 
MassTLC Social Media Autodesk presentation
MassTLC Social Media Autodesk presentationMassTLC Social Media Autodesk presentation
MassTLC Social Media Autodesk presentationChristine Nolan
 
IBM Collaboration Solutions Application Development - Frequently Asked Questions
IBM Collaboration Solutions Application Development - Frequently Asked QuestionsIBM Collaboration Solutions Application Development - Frequently Asked Questions
IBM Collaboration Solutions Application Development - Frequently Asked QuestionsNiklas Heidloff
 
Demo africa innovation tour presentation
Demo africa innovation tour presentationDemo africa innovation tour presentation
Demo africa innovation tour presentationdemoafrica
 

What's hot (12)

Nivedita khandekar demo3
Nivedita khandekar demo3Nivedita khandekar demo3
Nivedita khandekar demo3
 
Build Powerful Apps Fast with Progress Rollbase
Build Powerful Apps Fast with Progress RollbaseBuild Powerful Apps Fast with Progress Rollbase
Build Powerful Apps Fast with Progress Rollbase
 
ePR & ORM Process
ePR & ORM ProcessePR & ORM Process
ePR & ORM Process
 
Your first steps with Visual COBOL - COBOL Developer Day
Your first steps with Visual COBOL -  COBOL Developer DayYour first steps with Visual COBOL -  COBOL Developer Day
Your first steps with Visual COBOL - COBOL Developer Day
 
Wise Emotions
Wise Emotions Wise Emotions
Wise Emotions
 
Android training in noida
Android training in noidaAndroid training in noida
Android training in noida
 
Brightcove Live Solutions
Brightcove Live SolutionsBrightcove Live Solutions
Brightcove Live Solutions
 
MassTLC Social Media Autodesk presentation
MassTLC Social Media Autodesk presentationMassTLC Social Media Autodesk presentation
MassTLC Social Media Autodesk presentation
 
IBM Collaboration Solutions Application Development - Frequently Asked Questions
IBM Collaboration Solutions Application Development - Frequently Asked QuestionsIBM Collaboration Solutions Application Development - Frequently Asked Questions
IBM Collaboration Solutions Application Development - Frequently Asked Questions
 
Fall2010 producer summit_openpbs_final
Fall2010 producer summit_openpbs_finalFall2010 producer summit_openpbs_final
Fall2010 producer summit_openpbs_final
 
Demo africa innovation tour presentation
Demo africa innovation tour presentationDemo africa innovation tour presentation
Demo africa innovation tour presentation
 
UX Studio @ Neev
UX Studio @ NeevUX Studio @ Neev
UX Studio @ Neev
 

Similar to IBM Software Case Study

IBM Design - Delightful Experiences at Scale
IBM Design - Delightful Experiences at ScaleIBM Design - Delightful Experiences at Scale
IBM Design - Delightful Experiences at ScalePierre Henri Clouin
 
Digital Influencer Network Development Strategy
Digital Influencer Network Development StrategyDigital Influencer Network Development Strategy
Digital Influencer Network Development StrategySusanGeorge2
 
Harness the Power of an Improved Digital Experience
Harness the Power of an Improved Digital ExperienceHarness the Power of an Improved Digital Experience
Harness the Power of an Improved Digital ExperienceProlifics
 
TheBlogTV - Value Behind Community - May 2011
TheBlogTV - Value Behind Community - May 2011TheBlogTV - Value Behind Community - May 2011
TheBlogTV - Value Behind Community - May 2011TheBlogTv Communities
 
Initializing and launching your social business initiatives: social from the ...
Initializing and launching your social business initiatives: social from the ...Initializing and launching your social business initiatives: social from the ...
Initializing and launching your social business initiatives: social from the ...Jacques Pavlenyi
 
TMK.edu Site Direct Video Social: July 2016
TMK.edu Site Direct Video Social: July 2016TMK.edu Site Direct Video Social: July 2016
TMK.edu Site Direct Video Social: July 2016The Media Kitchen
 
TMK.edu Site Direct, Video, & Social Presentation: July 2015
TMK.edu Site Direct, Video, & Social Presentation: July 2015 TMK.edu Site Direct, Video, & Social Presentation: July 2015
TMK.edu Site Direct, Video, & Social Presentation: July 2015 The Media Kitchen
 
adtech SF 2012 The new video universe by Shawn Amos
adtech SF 2012 The new video universe by Shawn Amosadtech SF 2012 The new video universe by Shawn Amos
adtech SF 2012 The new video universe by Shawn Amosad:tech
 
EVENTTech 2014 currated by Cramer
EVENTTech 2014 currated by CramerEVENTTech 2014 currated by Cramer
EVENTTech 2014 currated by CramerCramer
 
Karmatech Mediaworks Credentials
Karmatech Mediaworks CredentialsKarmatech Mediaworks Credentials
Karmatech Mediaworks CredentialsSakshi Sindhani
 
Brightcove - Video Marketing Trend Across Customer Lifecycle
Brightcove - Video Marketing Trend Across Customer LifecycleBrightcove - Video Marketing Trend Across Customer Lifecycle
Brightcove - Video Marketing Trend Across Customer LifecycleJames Yoon
 
Digital Storytelling Through Crowdsourced Video
Digital Storytelling Through Crowdsourced VideoDigital Storytelling Through Crowdsourced Video
Digital Storytelling Through Crowdsourced VideoCrowdsourcing Week
 
Presentation good news group
Presentation good news groupPresentation good news group
Presentation good news groupminadly
 
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...An Inside Scoop on the New Features in the Just Released IBM Digital Experien...
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...Prolifics
 
Xm Asia nokia ap digital case history
Xm Asia nokia ap digital case historyXm Asia nokia ap digital case history
Xm Asia nokia ap digital case historyPaul Soon
 

Similar to IBM Software Case Study (20)

Spidvid
SpidvidSpidvid
Spidvid
 
Media Factory Overview 2 0n
Media Factory Overview 2 0nMedia Factory Overview 2 0n
Media Factory Overview 2 0n
 
IBM Design - Delightful Experiences at Scale
IBM Design - Delightful Experiences at ScaleIBM Design - Delightful Experiences at Scale
IBM Design - Delightful Experiences at Scale
 
Digital Influencer Network Development Strategy
Digital Influencer Network Development StrategyDigital Influencer Network Development Strategy
Digital Influencer Network Development Strategy
 
Harness the Power of an Improved Digital Experience
Harness the Power of an Improved Digital ExperienceHarness the Power of an Improved Digital Experience
Harness the Power of an Improved Digital Experience
 
TheBlogTV - Value Behind Community - May 2011
TheBlogTV - Value Behind Community - May 2011TheBlogTV - Value Behind Community - May 2011
TheBlogTV - Value Behind Community - May 2011
 
Initializing and launching your social business initiatives: social from the ...
Initializing and launching your social business initiatives: social from the ...Initializing and launching your social business initiatives: social from the ...
Initializing and launching your social business initiatives: social from the ...
 
TMK.edu Site Direct Video Social: July 2016
TMK.edu Site Direct Video Social: July 2016TMK.edu Site Direct Video Social: July 2016
TMK.edu Site Direct Video Social: July 2016
 
TMK.edu Site Direct, Video, & Social Presentation: July 2015
TMK.edu Site Direct, Video, & Social Presentation: July 2015 TMK.edu Site Direct, Video, & Social Presentation: July 2015
TMK.edu Site Direct, Video, & Social Presentation: July 2015
 
adtech SF 2012 The new video universe by Shawn Amos
adtech SF 2012 The new video universe by Shawn Amosadtech SF 2012 The new video universe by Shawn Amos
adtech SF 2012 The new video universe by Shawn Amos
 
EVENTTech 2014 currated by Cramer
EVENTTech 2014 currated by CramerEVENTTech 2014 currated by Cramer
EVENTTech 2014 currated by Cramer
 
Pr newswire iip
Pr newswire iip Pr newswire iip
Pr newswire iip
 
Karmatech Mediaworks Credentials
Karmatech Mediaworks CredentialsKarmatech Mediaworks Credentials
Karmatech Mediaworks Credentials
 
Brightcove - Video Marketing Trend Across Customer Lifecycle
Brightcove - Video Marketing Trend Across Customer LifecycleBrightcove - Video Marketing Trend Across Customer Lifecycle
Brightcove - Video Marketing Trend Across Customer Lifecycle
 
Social Media Marketing Master Class - Uptin Saiidi, Up10 Media
Social Media Marketing Master Class - Uptin Saiidi, Up10 MediaSocial Media Marketing Master Class - Uptin Saiidi, Up10 Media
Social Media Marketing Master Class - Uptin Saiidi, Up10 Media
 
Digital Storytelling Through Crowdsourced Video
Digital Storytelling Through Crowdsourced VideoDigital Storytelling Through Crowdsourced Video
Digital Storytelling Through Crowdsourced Video
 
Presentation good news group
Presentation good news groupPresentation good news group
Presentation good news group
 
Vibes Credentials 2018
Vibes Credentials 2018Vibes Credentials 2018
Vibes Credentials 2018
 
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...An Inside Scoop on the New Features in the Just Released IBM Digital Experien...
An Inside Scoop on the New Features in the Just Released IBM Digital Experien...
 
Xm Asia nokia ap digital case history
Xm Asia nokia ap digital case historyXm Asia nokia ap digital case history
Xm Asia nokia ap digital case history
 

Recently uploaded

"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"Theoda Metcalf
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxelizabethella096
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...SoftrickSolutions
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO PredictionsSearch Engine Journal
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouMarianna Nakou
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfoliogfrank8020
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxpaperboattechsolutio
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .pptbharathithangavelu
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Accountcashapp
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBchristopherstjean94
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energyquruxshamso21
 

Recently uploaded (20)

"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptx
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 
Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...Make your seo optimization game us to see the level of professionals with sof...
Make your seo optimization game us to see the level of professionals with sof...
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna Nakou
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptx
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .ppt
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Account
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMB
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energy
 

IBM Software Case Study

  • 1. IBM Software Case study – Demand generation for dev@IBM events IBM IMPACT 2014 – Las Vegas, NV IBM INNOVATE 2014 – Orlando, FL
  • 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. ©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. 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. 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. ©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. 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. ©2014 Ivy Worldwide, Inc. Influencer content propagation by IBM Source: http://www-01.ibm.com/software/rational/innovate/videolibrary