Activities for IBM Industry Forum 2010
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1 Activities for IBM Industry Forum 2010 Facebook Event. LinkedIn Event. developerworks blog entry. Twitter posts. Page 1
2 Social Media traffic contribution dw mailings peak (among other possible factors) Sent Open Click Open/Sent Click/Open developerworks 4,308 1, % 22.52% Academic Initiative % 30.61% Twitter Facebook Page 2
3 Social Media efforts showed up in Google Search engines reflected some of our Social Media initiatives among the top results: -developerworks -LinkedIn -Twitter -Facebook Page 3
4 Twitter for IBM Industry Forum 2010 HITS FOLLOWERS Before #IndFor less than 150. After #IndFor over 200. * MESSAGE AMPLIFICATION Opinion leaders. TWITS * CONVERSATIONS Page 4
5 Twitter for LCTY 2010 * MESSAGE AMPLIFICATION Opinion leaders. (5,400 followers) * CONVERSATIONS Lotus sabe quién está trabajando en qué #LCTY_MX RT Lotus sabe quién está trabajando en qué #LCTY_MX <<-- Sounds like skynet to me... :/ RT Lotus sabe quién está trabajando en qué #LCTY_MX <<- - Sounds like skynet to me... Alomejor no lo expresamos correctamente; espero en esta liga puedas ver más claramente cuál es la idea: Lotus sabe qué piensan tus clientes de ti Eso habrá que averiguarlo con el operador... o en las tiendas departamentales O puedes venir este jueves al evento de Lotus para que te platiquemos cómo hacerle :-) Y es en serio que nos encantaría asistieras al evento y si quieres alguna entrevista con alguien, más que gracias por la invitación! Me podrías mandar los detalles al Te escribí más detalle a bytepodcast@gmail.com, pero también aquí puedes ver la agenda: Gracias! Page 5
6 Final Comments Social Media, word of mouth and viral marketing tactics have a huge potential and a low cost (for #IndFor it was a zero cost!). They do represent an investment of time. We need to investigate better Social Media tracking tools. HITS are good to track, but we need to focus on measures that are relevant to the business: Awareness (Message Amplification!). Monitor and engage in conversations. Prospecting and Following Leads. Support. We need to better differentiate traffic and registration referrals to the event site. Page 6
7 We are headed to help our SW brands Understand the market Generate awareness for your products Educate and drive skills Drive adoption & preference Team and win deals Provide insight on traffic patterns, downloads, skills by product & Geo Provide marketing & nurturing support to drive interest for your offers Provide skills roadmaps, tutorials, briefings, webcasts, and download support Nurture the audience to take the next step, provide assistance, community, and recognition Work with SWG Programs teams to close leads driven through interest & action on dw Market Intelligence Performance Metrics/KPIs Skills Development Localized Content Community participation Brand Commitment Page 7
8 Market Intelligence Unique Visitors Top UVs Page Views Top PVs New Visitors Top NVs Referrals Tutorials Briefings Useful KPIs Provide insight into the popularity of brand specific content: product information, tutorials, articles, etc. This in turn provides valuable feedback to brand on what s working and what s not. KPIs can be organized by specific requirement to provide insight into how a brand is doing by specific field. Tutorials Information Management 1,003 1,610 Java Linux 1,820 1,148 Lotus Open Source 1, Rational SOA and Web services Tivoli Web Development WebSphere XML ,113 * 6,532 * Online Tutorial Registrations Downloads Information Management 4,269 4,833 Java Linux Lotus 2,089 7,604 Rational 4,141 5,008 SOA and Web services Tivoli WebSphere 2,068 2,360 13,784 * 21,009 * Trial Download Registrations * Totals contemplate smaller categories not being shown on this table. Page 8
9 Communicate to our subscribers 4,400 Total Unique Subscribers Registrants Lotus 1,922 IM 1,126 Rational 936 WS 473 Java 270 alphaworks 163 Open Source 141 Linux 114 SOA & Web Services 104 Tivoli 99 XML 52 AIX - Unix 41 Web Development 25 Page 9
10 Pre-event Buzz Action Offerings Comments Create opportunities for users to meet before or at the event Event groups Meetup listing wikis Use highest tier of author recognition program as initial MVP base Add community contribution criteria once it is defined Share event assets; Teaser content Wiki Put presentation files, directions, and other collateral on My dw Files Use developerworks external social network presence for promotion Twitter, FaceBook, FriendFeed Set up twitter hashtags for live tweeters Social media Include posts with hashtag in event live feed Identify potential event bloggers Blogs Find urls of bloggers interested in blogging the event both on My dw and outside. Promote user tagging Profiles Get users going to an event to tag their profile with that event tag so they can find each other easier within My dw Groups for event sessions or themes Groups Create groups for themes of users or hot event sessions Page 10
11 Post-event Follow up Action Offerings Comments Continue conversations in group and wikis after event has concluded Group Wiki Update files shared at event Files Keep users engaged by updating relevant assets Encourage birds of a feather (bof) groups on My dw Groups Based on unconference philosophy Recommend relevant content, subsequent events and offerings to users Incorporate them into recommendations vehicles within My dw Page 11
12 Backup Webcasting resources FB story Twitting stats Page 12
13 Webcasts Livecasting audio & video Recording Broadcast recorded version (Youtube, Vimeo, Facebook, Blip.tv, Metacafe, MSN Video, etc) Page 13
14 Facebook Stats
15
16 December 2008 June 2009 December 2009
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