c&m and text100 ibm vfc social media campaign measurement
DESCRIPTION
An analysis of C&M and Text100's recent Social Media campaign for IBM, including full break down of conversions, coverage and other key campaign metrics.TRANSCRIPT
IBM’S VIRTUAL FORBIDDEN CITYSOA Virtual Seminar Campaign Deconstructed
Background
• Live: 10th October 2008• IBM worked with Palace Museum
officials to build a virtual replica of China’s Forbidden City, including its former palace grounds.
• The Forbidden City: Beyond Space & Time is a 3-D replica built using Service Oriented Architecture (SOA)
• www.beyondspaceandtime.org
Campaign
Objectives• Identify new IT / SOA influencer audiences• Generate leads for SOA using purely social media / online
channels• Establish ‘non traditional’ IBM leads - we’re talking t-shirt
wearing software analysts, not ‘suits’
• Host 2 seminars INSIDE the Virtual Forbidden City providing an insider’s view of how the virtual world was built and the technology powering it
Measurement & metrics
From the outset...
Execution
100% online / social media• Microsite development• Influencer identification and
realtime blog monitoring• Blogger engagement and Social
Media News Release• Twitter• Promotional resources via
YouTube, Flickr• Social network outreach
(LinkedIn, Facebook)• Internal marketing – harnessing
massive IBM community
Traffic generated from:
Untagged promotion 1252
Twitter 377
Flickr 24
Facebook 24
YouTube 18
VRM newsletter 12
LinkedIn 9
Microsite
Unique visitors
Objective 2000 visitors
Total (excl IBMers) 4003 visitors
Total (inc IBMers) 4561 visitors
Blogger engagement / comment seeding
• Blog coverage – 21• Bloggers engaged - 15• Blog comments – 10• Comments seeded – 38
Twitter Stats
Twitter Grader 94/100
Followers 367
Following 598
@ replies 76
Re-tweets 81
YouTube
Video Views
How SOA was Used to Build the Virtual Forbidden City 214
How the VFC Demonstrates the Value of SOA in Business 75
How to Join IBM's Exclusive Virtual Worlds SOA Tour 127
SOA and IBM's Virtual Forbidden City 310
726
Flickr
• IBMVFC views – 227 • Images used – 4 blog posts
Event registration
What? Target ActualRegistrations* 40 172Number of Attendees 20 - 30 21 SOA & Web 2.0 mini-book requests 50 52
*Space on the Virtual Forbidden City SOA tours was limited and personal invites were issued to those selected to attend
Lessons learned
• Timescales, sign off– Microsite
• Clear goals and objectives• Counts were manual
– Not 100% accurate– Always changing
• Direct access to site stats• Getting people involved• Metrics in qualitative
context• Tools for measuring
THANK YOU!Questions?
The Team
Jordan Stone, Text 100• [email protected]• @jordanstone
Andy Keetch, C&M• [email protected] • @special_noodles
Rowan Stanfield, C&M• [email protected] • @rowstar