B2B social campaign - IBM campaign telephone

1. Campaign Telephone Review
2013, 6,24

2. Preview
• On-site highlight
• Social impact highlight
• Pre-event promotion execution review:
• 1) Campaign site
• 2) Douban event site
• 3) Social pre-heat
• 4) Media coop page banner + entrance
• Event-day execution review:
• 1) Creative layout, case references displayed, new clients gained, BP attended
• 2) Customer journey with performance stats (highlight EARNED, New opportunities gained)
• 3) Media attended and reports, earned media list
• 4) Social comments list
• Post event plan:
• 1) roadmap
• 2) timeline
• Back up
Page 2

3. Big Data Is Talked About Everywhere, and our
Campaign Objective is to present IBM Excels With A
Solid and Proved Customer Practice.
Page 3

4. Page 4
238 O/B calls to IBM Clients & BP
88registrations
59 O/B calls to IBMer
22 callers with business needs
7 on-site prospects
IBM Distinguished Engineer
and Director Jamshid Vayghan was
impressed by the Campaign Telephone
On-Site Event Highlight
2,353,176 of weibo
coverage
4,209tagged weibo posts
1,400 participates
160 vintage telephone
installation
38 sharable IBM Big Data &
Analytics stories recordings
10 reference are LIVE sharing
3 IBM experts real-time
communication
5 media journalists arrived and
created original news articles for
the event
14 media reprints including MSN
China, ZOL, CTOCIO.com etc.

5. Page 5P O Eaid wned arned
- Installation display
(Pilot & Event day)
- Media banners
- Co-branding
invitation
- Event Invitation
eDM
- IBM.com
- Campaign Site
- Easyblue WAP
- Software VEC
- Douban event page
- 6 posts on IBM中国
weibo
- 1 msg on IBM中国
WeChat
- 6 msg on Big Forum
WeChat
- 2,409,530 Weibo
coverage
- 4209 Weibo posts
- 230 Douban fans
- 221 Weibo fans
- 108 WeChat fans
- 88 registrations
- 29 prospects
- 19 media reports &
reprints
- 7 BP cases collected
- 2 new client cases
- 2 event replication
queries
Digital and Social Coverage & Impact

6. Page 6
Pre-event Promotion Execution Review

7. Campaign Site –Features and Performance
Page 7
Campaign Site URL: http://bigdata.easybluestore.com/call
Featuring 38 DTBS Big Data Story
Recordings and Reference Download
Cross Link to BAO Portal
and IBM Youku Channel
Featuring the 5 Use Case
Keep Updated with Event
Photo and Video
Visits
Average
Viewing
Time
Bounce
Rate
Registr
ation
Conv.
Rate
2272
2 min 20
sec
43.24% 82 3.61%
Top 5 Topics
1 活动预告：连线大数据与分析
2
动态播报：活动紧锣密鼓，精彩
呼之欲出
3
大数据与分析，让园中动物“自
给自足”
4 欢迎迚入“大数据与分析”时代
5 IBM与“大数据分析”
• Performance (as of 6/17)
• Findings
• Visits peaked on Jun 14th with the
widespread retweets of IBM China
preheat post on Jun 11th.
• Average viewing time and registration
conv. rate is healthy, but visits declined as
the event is close –need post-event
promotion to drive constant traffic.
• Content with popularity are event info
and introductory big data knowledge,
which aligns with the pre-event
promotion TA and objective, but the next
step promotion should shift focus to
reference case sharing and 5 use case
exploration..
0
110
50
89
0 5
216
260
118
60 75 99 81
36 46 45
243
326
254
159
70
0 27 6 0 0 3 1 1 2 2 5 2 2 1 2 8 5 7 2 6 10
100
200
300
400
Visits Registration

8. Page 8
Douban Event Site URL: www.douban.com/event/19037778/
Douban Event Site–Features and Performance
互动艺术装置展：连线/大数据与分析
时间: 06月16日 周日 09:00-21:00
地点: 北京 朝阳区 丑贸天阶
费用: 免费
类型: 展览
发起人:IBM中国
活动网站：http://bigdata.easybluestore.com/call
6. 6 Launch
6.16 Event Day
120 interested, 109 participated
In order to draw people’s
attention and interests, we
posted picture- stream to
keep track of every scenario
of our preparation period
till this campaign unveiled .
An international fashion&
entertainment channel, came to the
event & thumb up the stylish
combination of science & art.

9. Page 9
Social Pre-heat – Content Matrix and Performance
IBM大数据与分析 Wechat ( Official Wechat
platform for 5.28 IBM Big Forum )
@IBM中国 Weibo Performance
5.28
On 5.28 IBM Big Forum, more than half of attendees showed interests to the telephone installation and fetched a ticket for the big
event. 58.7% of them filled out our feedback form with nearly 90% agreed that the telephone installation has helped them better
understand IBM’s capability in Big Data and Analytics.
6.5
Big Data Stories Recording Sharing:
• 连线安联全球救援，大数据为你保驾护航
• 连线人人游戏，玩转大数据与分析
• 连线联动优势科技有限公司，大数据穿越金
融和电信
6.8
Big Data Stories Recording Sharing:
• 连线南非航空公司，乘着大数据环游世界
• 连线美国Papa Gino’s 披萨，大数据让美味不
必等
• 连线美国网球公开赛，冠军背后是大数据
6.11
#趣味IT#：【大数据也可以很艺术：互动艺术装置展】6月16
号，北京世贸天阶，200台复古电话为你连线，倾听“大数据
与分析”背后的真实故事。来吧~参与一次互动艺术装置，你
的参与就是艺术本身。 http://t.cn/zHqNZNZ
Retweets (23)
Comments(35)
Covergage:124089
6.13 6月16日，世贸天阶东广场，“连线/大数据与
分析”活动正式上演！
#IBM大数据与分析# 近200部电话整装待发，“连线/大数据与
分析”活动正式进入倒计时！此刻，IBM的知名客户已经跃跃
欲试，静待你的来电；现场互动环节和丰富礼品已经备妥，等
待您的参与！6月16日，本周日，世贸天阶东广场，我们不见
不散！立即登陆活动网站http://t.cn/zHxgeUE，了解活动进程。
Retweets (15)
Comments(3)
Covergage:56354
6.15
6月16日，世贸天阶东广场，“连线/大数据与分
析”活动正式上演！
#IBM大数据与分析# Are you ready？明天前往世贸天阶东广
场，加入“连线/大数据与分析”活动。您不仅能与IBM的知
名客户直接连线，隔空畅谈经验、对话交流，更可以加入趣味
性十足的互动环节，赢取精美礼品！明天现场见！登陆活动网
站http://t.cn/zHxgeUE，了解活动详情。
Retweets (24)
Comments(12)
Covergage:105988

10. Page 10
Media Pre-Event Drive-To Performance
ZDNet:
http://soft.zdnet.com.cn/softwar
e_zone/2013/0523/2160726.sht
ml
Harvard Business Review:
http://www.hbrchina.org/
2013/bigdata_business/
ChinaByte:
http://server.chinabyte.com/ibmbigd
ata/
• Banner
• Invitation eDM
Sent Successf
ul Sent
Open Click Open
Rate
Click
Rate
5000 4792 3087 148 64.42% 4.79%
• Social Pre-heat
Weibo
Posts
Comments Retweets Coverage
2 8 9 68,951
http://weibo.com/16862
03097/zBAHkxJUr
http://weibo.com/16673
10331/zBACKAU9j

11. Page 11
Event-day Execution Review

12. Page 12
10 reference Live Sharing
1 人人游戏
2 石家庄以岭药业
3 联动 优势
4 乡村基
5 斗山工程机械
6 惠买商城
7 太平洋保险
8 合肥国元保险
9 新奇特车业服务股份有限公司
10 链家地产
37 Big Data Stories
Recording
1 安联全球救援
2 人人游戏
3 联动优势
4 湖南电信
5 黄河水利委员会
6 汉庭酒店
7 济南钢铁
8 广州中医药大学附属医院
9 南非航空
10 加州太平洋医疗中心
11 菲亚特汽车
12 拜耳先灵医药
13 安飞士汽车租赁
14 越南东方航空
15 维斯塔斯风力技术集团
16美国孟菲斯警察局
17 南非Santam保险
18 卡夫食品
19 美国辛辛那提动物园
20 美国Papa Gino's披萨
21 乌江水电站
22 墨西哥雷普索尔石油公司
23 曼谷医院
24 美国sunworld农产品公司
25 美国汽车保险商
26 瑞士网络运营商
27 里约热内卢政府
28 美国网球公开赛
29 北京首都国际机场
30 洛杉矶时报奥斯卡
31 EuResist
32 太平洋西北智能电网
33 都柏林市参议会
34 安大略理工
35 爱尔兰海洋研究所
36 马里兰大学
37 同仁医院
3 IBM experts real-time
communication
On-Site Campaign Executive Highlights
大数据行业解决方案
http://bigdata.easybluestor
e.com/program
Take-Away Card
IBM中国
wechat
Best Spot to
Take a Picture
#IBM大数据与分
析# @IBM中国
posts weibo
QR code
QR code
QR code
Cover QR code
QR code
160 vintage telephone installation

13. • 2 designed tracks for 2 types of audiences:
• For the general public, an incentive mechanism had been set up to encourage
visitors to actively understand and amplify IBM’s brand image and IBM’s Big
Data capability through posting photos and comments on Weibo. They could
receive a gift from doing so.
• For those who have specific business needs for Big Data and Analytics, there
were 12 telephones capable of direct, real-time communication with IBMer and
IBM BP. Also on-site staff took records of their information for LDR follow-up.
• Both types of audiences’ data are captured, and become earned assets that can
be leveraged in our post-event communication.
On-Site Participates Customer Journey
On-site
prospects
Valid O/B
call to
BP/Clients/I
BMer
Scan QR
LDR/BP
Leads
Register
EARNED
data for
post event
promotion
Tweet the event, and
follow @IBM中国
Follow IBM中国
+ 108
followers
5
146
22
7
1400 participates
4209 posts
+ 221 followers
Page 13
Event fans
Follow IBM Big Data
WeChat
230 event
fans

14. Media Reports and Amplification
Page 14
ChinaByte-与大数据亲密接触 记大数
据“连线”科普活动
http://server.chinabyte.com/139/1264363
9.shtml
CSDN-IBM大数据与分析 160台电话
连线真实案例故事
http://www.csdn.net/article/a/2013-06-
14/15815583
eNet-IBM举办“连线——大数据与分
析”活动
http://www.enet.com.cn/article/2013/06
20/A20130620292042.shtml
IT丏家网MSN中国
ZOL 企业网D1Net
京华网
OEPC社区
西安新闻网
5 media reported the grand event, bringing 14 autonomous media reprints including MSN
China, ZOL, etc.
珠海新闻网
保山新闻网
湛江新闻网
临沂在线
大连新闻网
View Detailed Media Press
Release List
1 reprints13 reprints

15. Social Impact on Event Day
Page 15
• 221 Weibo Fans increase (usually 30 increase per day)
• 4 original Weibo posts, gaining 2,353,176 coverage , 368 retweetss and 102comments
• Average retweets: reached 92/ pos (2.7 last year Smarter Analytics campaign)
• Average comments: 25.5/ pos (1.5 Smarter Analytics last year)
• Gaining 4209 INITIATIVE POSTS Tagged #IBM大数据与分析# shared comments on this campaign
• IBM中国 WeChat gains 108 fans increase (usually 5—6 increase per day)
Retweets 62
Comments 25
http://e.weibo.com/1937649537/zBD4pcrV0?type=repost
Retweets 265
Comments 55
Retweets 26
Comments 13
Retweets 15
Comments 9
http://e.weibo.com/1937649537/zBGILxvxl?type=repost
http://e.weibo.com/1937649537/zBEIsf6U5?type=repost
http://e.weibo.com/1937649537/zBFrB7H44?type=repost

16. Page 16
CSDN付江V
#IBM大数据与分析# 现场160部感应电话 160个案例故事 录音为主 但也有人人游
戏、联动优势、太平洋保险…十多家安排实时应答和与现场观众互动。
蒋湘辉V
(zdnet)
丑贸天阶#IBM大数据与分析#现场播放的大幅视频主题还是大数据。
松长老
没想到IBM已经有这么多成熟的大数据故事啦，看看现场这许多电话就知道了#IBM
大数据与分析# @IBM中国
SLEIM-Z
#IBM大数据与分析#作为@IBM中国 智能城市中强大的组成部分，IBM大数据与分
析在丑界各地的广泛应用强大的阐释了大数据的使用概念。讲述了大数据分析在快
消品中的应用。而丐今天在丑贸天街的一大堆电话也很好玩哦！！
叶茹PattyV
数据会说话，拿起电话听故事，这么这么多电话，听哪一部才好呢，连线全丑界！？
#IBM大数据与分析#@IBM中国
我是赵亚V #IBM大数据与分析#非帯好的创意和体验
echolj
大数据与分析已迚入食品、交通、医疗、住宿、旅游、娱乐等各个领域〜连线大数
据与分析,连线生活的斱斱面面。。。#IBM大数据与分析# @IBM中国
媒有圈V
#IBM大数据与分析# 小圈亲临IBM的连线活动现场，位于丑贸天阶东广场，近200
部电话，知名客户等您来电，连线IBM的百余真实客户，讲述IBM大数据与分析的
前生今丑、实践故事。大数据在这里！超级有创意的活动，对于很多电商企业值得
细细研究@IBM中国
南极yolanda
#IBM大数据与分析# @IBM中国每个电话都很有意思，警察局，还有同仁医院〜欢
迎来到大数据时代〜
老申申V
#IBM大数据与分析# 原来大数据的概念已经有如此多的落地，动物园、医院这些我
们身边平帯的不能再平帯地斱都已落地。@IBM中国的大数据案例我在丑贸天阶看
到200多例
范卡比 #IBM大数据与分析#@汪聪聪快看 美网的大数据分析是 由@IBM中国 搞定的
塞万提斯公爵
复制空间的梦幻场景，IBM以艺术装置的形势做起了摸得到感受得到的一种全新大
数据体验，IBM没有消失，反而更壮大了。@IBM中国 #IBM大数据与分析#
Social Impact on Event Day
4,209
INITIATIVE POSTS --
Tagged #IBM大数据与分析#
Shared the Comments
@IBM中国
Dozens of positive
comments and forwards
from KOLs such as @CSDN蒋
涛, @蒋湘辉 (ZDNet), @硅谷动力
eNet
People impressed by so
many IBM big data
stories , and enjoy this
creative combination
of science & art

17. Page 17
Post-Event Plan

18. Page 18
Event generated content dissemination Strategy
• Timely and resonating press release to influence TA for brand
amplification and drive to campaign site for DG objective.
• Pervasive publishing of the event video on owned platforms to
attract case reference download and response collection.
• Designed sharable social content (with pictures & video clips) for
constant positive social mentions.
• Event video and tens of client cases as an IBM owned asset to be
used in future tactics.

19. Weibo Account Roadmap
Page 19
#Big Data Stories
Recording
#Press Releases
CA big data minisite
Chinabyte, Zdnet, HBR, Caijing
#Event Video
Youku IBM Homepage& Tech
Homepage
IBM.com
Registration
OutboundCall
Social Media
Engagement
LDR
Campaign Site URL:
http://bigdata.easybluestore.com
/call

20. Timeline
Page 20
Time: Content Focus Drive-to Platform Support:
6.24– 7.25
Shareable Social Content
(big data story recording,
pictures& clips)
Campaign Site
weibo, wechat，Big Data CA
minisite(zdnet, chinabyte, HBR,
Caijing, CSDN university)
6.25—7.25 Press Release
Weibo Matrix：@IBM中国, @
IT 客， @BAO先生要说话，@
爱踢派的奇思妙想
7.1—7.25 Event Video
IBM中国youku platform, weibo,
wechat, 豆瓣, Big Data CA
minisite, campaign site
7.2– 7.5
July 3 Campaign
Telephone on Shanghai
Forum
weibo, wechat，Big Data CA
minisite

21. Page 21
Back Up

22. Campaign Telephone Key Milestone
Page 22
6.16 Campaign Telephone
Event Day
5.28 Campaign Telephone
Pilot on Big Forum
6.1 Campaign Site
Launch
6.10 eDM, weibo,wechat,
Douban,CA media preheat
7.1 Viral Video launch
7.3 Campaign Telephone
On Shanghai Forum
5.10 Co-branding
Invitation

23. 238 O/B calls to IBM Clients & BP, 11
calls with business needs (4.62%).
59 O/B calls to LDR, 11 calls with
deeper touch (18.64%).
Hot topic as below:
1. 询问IBM大数据与分析在能源行业能够为他们
提供怎样的帮助。
2. 询问IBM大数据与分析在金融（国际外汇）与
培训行业能够提供怎样的服务与帮助。
3. 询问IBM大数据与分析在酒店行业能够提供怎
样的帮助。
4. 询问IBM大数据与分析在财务管理与统计方面
能够提供怎样的服务。
5. 询问IBM大数据与分析在网游、IT行业能够提
供怎样的帮助。
6. 询问IBM大数据与分析如何能够帮助个人戒群
众获益（即大数据能够为个人提供怎样的服务
）。
7. 询问IBM大数据与分析和中小企业的合作情况
。
Page 23
案例 BP I/B Prospects
以岭药业 景华天创 20
斗山机械工程 析数软件 15 1
惠买商城 析数软件 23 10
新奇特汽车服务 IT Channel 30
乡村基 天子星 10
太平洋保险 凯捷 15
国元保险 凯捷 25
人人游戏 30
链家地产 61
联动优势 9
IBMer 59 11
Total 297 22
Conversation rate 7.41%
O/B Call Summary

24. Media press release list
Page 24
1. CSDN http://www.csdn.net/article/a/2013-06-14/15815583
2. ChinaByte http://server.chinabyte.com/139/12643639.shtml
3. eNet http://www.enet.com.cn/article/2013/0620/A20130620292042.shtml
4. IT168 TBL 6/24
5. 51CTO TBL 6/24
6. IT专家网 http://datacenter.ctocio.com.cn/291/12644291.shtml
7. MSN中国 http://it.msn.com.cn/968327/124533495698b.shtml
8. ZOL http://news.zol.com.cn/tech/72687.html
9. 企业网D1Net http://www.d1net.com/bigdata/cases/222272.html
10. 京华网 http://it.jinghua.cn/server/369464/625279231798b.shtml
11. OECP http://www.oecp.cn/news/13545
12. 西安新闻网 http://it.xiancn.com/631283/576729134598b.shtml
13. 珠海新闻网 http://it.zhnews.net/tech/641358/632932617298b.shtml
14. 保山新闻网 http://it.baoshan.cn/server/318662/835377696498b.shtml
15. 湛江新闻网 http://it.gdzjdaily.com.cn/tech/968327/124533495698b.shtml
16. 大连新闻网 http://it.dlxww.com/tech/337729/463456641898b.shtml
17. 尚一网 http://it.cdyee.com/server/891283/251176836498b.shtml
18. 临沂在线 http://it.lywww.com/tech/136764/129945324398b.shtml
19. 宝鸡网 http://it.cn0917.com/server/122361/566449835698b.shtml

25. Weibo ev-
ent preheat
Action
Optimized Customer Journey
Campaign Objective: Convey IBM’s capability in the Big Data/Analytics territory through the 200 wired telephone
installation which symbolizes IBM’s mass volume of best practices in Big Data/Analytics.
IBM.com
event
preheat
Douban
Event Page
Event
invitation
eDM
Event DayPre-event
Share to social
platforms
QR scan for
following @IBM
China weibo
Campaign
Site
Post-event
DesireInterestAwareness
eDM
WeChat
Info Push
Registration for
asset downloads
Outbound
Call
Attendee
LDR
LEADS
CampaignTA
Outbound to
on-site
IBM LDR/Sales
LDR
WAPsite visits and
registration
Video
Shooting
Telephone
Installation
Campaign Site
WAPsite
Easyblue
Store.com
TWT
forums
CSDN University
Youku
Virtual
Event
Physical
Event
IBM.com
Zdnet Big Data
Minisite (CA)
HBR Big Data
Minisite (CA)
Caijing Big Data
Minisite (CA)
ChinaByte Big
Data Minisite (CA)
LDR
IBM.com
Registration
Visit campaign
site
OutboundCall
Social Media
Engagement
Paid & owned platform visits
Earned social sharing
Passersby
Event generated content dissemination
Strategy
• Designed sharable social content
(with pictures & video clips) for
positive social mentions .
• Timely and resonating press release
to influence TA and drive to
campaign site for DG objective.
• Pervasive publishing of the event
video on owned platforms with clear
& prominent registration CTA to
collect response.
• Event video as an IBM owned asset
to be used in future tactics.
On-site iPad
Registration

26. Appendix –Social Media Account Nomination
IBM Owned:
1. IBM中国
2. IBM大数据与分析
Cooped Media:
1. 哈佛商业评论(CA cooped media)
2. ChinaByte (CA cooped media)
3. ZDNet (CA cooped media)
General Interest Tech Accounts:
1. 腾讯科技
2. TechWeb
3. 果壳网
I. WeChat official account
recommendation:
II. Weibo account
recommendation:
IBM Owned:
1. @IBM中国
2. @IT客
3. @BAO先生要说话
4. @IBM智慧的运算
5. @IBM丏家集成系统
6. @社交商务IBM
7. @首席营销观察网站
Cooped Media:
1. @财经网 (CA cooped
media)
2. @哈佛商业评论(CA
cooped media)
3. @ChinaByte比特网 (CA
cooped media)
SME:
1. @老刀IBM
2. @陈果_George
3. BunnyZZ
General Interest Tech
Accounts:
1. @果壳网
2. @TechWeb
3. @36氪
4. @虎嗅网
..input welcome

27. Thank you!
Page 27