b2b social campaign - ibm campaign telephone

Campaign Telephone Review

2013, 6,24

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

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

238 O/B calls to IBM Clients & BP

88 registrations

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

4,209 tagged 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.

P 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 Weibocoverage

- 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

Pre-event Promotion Execution Review

Campaign Site –Features and Performance

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

VisitsAverageViewing

Time

Bounce Rate

Registration

Conv.Rate

22722 min 20

sec43.24% 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

11050

89

0 5

216260

11860 75 99 81

36 46 45

243326

254

159

700 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

http://bigdata.easybluestore.com/call



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.

http://www.douban.com/event/19037778/

http://www.douban.com/link2?url=http://bigdata.easybluestore.com/call&link2key=f03e058f9e

http://www.douban.com/event/19037778/

Social Pre-heat – Content Matrix and Performance

IBM大数据与分析Wechat ( Official Wechatplatform for 5.28 IBM Big Forum )

@IBM中国 Weibo Performance

5.28On 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。


6.156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。


http://huati.weibo.com/k/%E8%B6%A3%E5%91%B3IT?from=510



http://t.cn/zHqNZNZ

http://huati.weibo.com/k/IBM%E5%A4%A7%E6%95%B0%E6%8D%AE%E4%B8%8E%E5%88%86%E6%9E%90?from=510



http://t.cn/zHxgeUE




http://t.cn/zHxgeUE

Media Pre-Event Drive-To Performance

ZDNet: http://soft.zdnet.com.cn/software_zone/2013/0523/2160726.shtml

Harvard Business Review: http://www.hbrchina.org/2013/bigdata_business/

ChinaByte: http://server.chinabyte.com/ibmbigdata/

• Banner

• Invitation eDM

Sent Successful Sent

Open Click Open Rate

Click Rate

5000 4792 3087 148 64.42% 4.79%

• Social Pre-heat

WeiboPosts

Comments Retweets Coverage

2 8 9 68,951

http://weibo.com/1686203097/zBAHkxJUrhttp://weibo.com/1667310331/zBACKAU9j

http://soft.zdnet.com.cn/software_zone/2013/0523/2160726.shtml



http://www.hbrchina.org/2013/bigdata_business/

http://www.hbrchina.org/2013/bigdata_business/

http://server.chinabyte.com/ibmbigdata/

http://server.chinabyte.com/ibmbigdata/

http://weibo.com/1667310331/zBACKAU9j






Event-day Execution Review

10 reference Live Sharing1 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

Recording1 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/programTake-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

• 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/IBMer

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

14622

7

1400 participates

4209 posts

+ 221 followers

Event fans

Follow IBM Big Data WeChat

230 event fans

Media Reports and Amplification

ChinaByte-与大数据亲密接触记大数据“连线”科普活动

http://server.chinabyte.com/139/12643639.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/2013/0620/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












Social Impact on Event Day

• 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




http://e.weibo.com/1937649537/zBGILxvxl?type=repost

http://e.weibo.com/1937649537/zBEIsf6U5?type=repost

http://e.weibo.com/1937649537/zBFrB7H44?type=repost

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 Day4,209 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

Post-Event Plan

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.

Weibo Account Roadmap

#Big Data Stories Recording

#Press Releases

CA big data minisiteChinabyte, Zdnet, HBR, Caijing

#Event Video

Youku IBM Homepage& Tech Homepage

IBM.com Registration

Outbound Call

Social Media Engagement

LDR

Campaign Site URL: http://bigdata.easybluestore.com/call



Timeline

Time: Content Focus Drive-to Platform Support:

6.24– 7.25Shareable 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 ReleaseWeibo 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 VideoIBM中国youku platform, weibo,

wechat, 豆瓣, Big Data CA minisite, campaign site

7.2– 7.5July 3 Campaign

Telephone on Shanghai Forum

weibo, wechat，Big Data CA minisite

Back Up

Campaign Telephone Key Milestone

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

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。

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 11Total 297 22

Conversation rate 7.41%

O/B Call Summary

Media press release list

1. CSDN http://www.csdn.net/article/a/2013-06-14/158155832. ChinaByte http://server.chinabyte.com/139/12643639.shtml3. eNet http://www.enet.com.cn/article/2013/0620/A20130620292042.shtml4. IT168 TBL 6/245. 51CTO TBL 6/246. IT专家网 http://datacenter.ctocio.com.cn/291/12644291.shtml7. MSN中国 http://it.msn.com.cn/968327/124533495698b.shtml8. ZOL http://news.zol.com.cn/tech/72687.html9. 企业网D1Net http://www.d1net.com/bigdata/cases/222272.html10. 京华网 http://it.jinghua.cn/server/369464/625279231798b.shtml11. OECP http://www.oecp.cn/news/1354512. 西安新闻网 http://it.xiancn.com/631283/576729134598b.shtml13. 珠海新闻网 http://it.zhnews.net/tech/641358/632932617298b.shtml14. 保山新闻网 http://it.baoshan.cn/server/318662/835377696498b.shtml15. 湛江新闻网 http://it.gdzjdaily.com.cn/tech/968327/124533495698b.shtml16. 大连新闻网 http://it.dlxww.com/tech/337729/463456641898b.shtml17. 尚一网 http://it.cdyee.com/server/891283/251176836498b.shtml18. 临沂在线 http://it.lywww.com/tech/136764/129945324398b.shtml19. 宝鸡网 http://it.cn0917.com/server/122361/566449835698b.shtml












http://datacenter.ctocio.com.cn/291/12644291.shtml

http://it.msn.com.cn/968327/124533495698b.shtml

http://news.zol.com.cn/tech/72687.html

http://www.d1net.com/bigdata/cases/222272.html



http://it.jinghua.cn/server/369464/625279231798b.shtml



http://www.oecp.cn/news/13545



http://it.xiancn.com/631283/576729134598b.shtml



http://it.zhnews.net/tech/641358/632932617298b.shtml



http://it.baoshan.cn/server/318662/835377696498b.shtml



http://it.gdzjdaily.com.cn/tech/968327/124533495698b.shtml



http://it.dlxww.com/tech/337729/463456641898b.shtml



http://it.cdyee.com/server/891283/251176836498b.shtml



http://it.lywww.com/tech/136764/129945324398b.shtml



http://it.cn0917.com/server/122361/566449835698b.shtml

http://it.cn0917.com/server/122361/566449835698b.shtml

Weibo ev-ent preheat

Actio

n

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

Desire

Interest

Aw

areness eDM

WeChat Info Push

Registration for asset downloads

OutboundCall

Attendee

LDR

LEADS

Cam

paign

TA

Outbound to on-site

IBM LDR/Sales

LDR

WAPsite visits and registration

Video Shooting

Telephone Installation

Campaign Site

WAPsite

EasyblueStore.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

Outbound Call

Social Media Engagement

Paid & owned platform visits

Earned social sharing

Passersb

y

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 eventvideo 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 iPadRegistration

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. TechWeb3. 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IBM7. @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IBM2. @陈果_George3. BunnyZZ

General Interest Tech Accounts:1. @果壳网2. @TechWeb3. @36氪4. @虎嗅网

..input welcome

Thank you!