Transcript
www.kinshipdigital.com
Case Study: IBM Smarter Workforce
Background The IBM Australia Smarter Workforce business unit offers social
technologies that coupled with social business strategies provide
business benefits for their clients under three main categories:
Improved Efficiency, Outcomes and Workforce Culture; Increased
Revenue; and, Minimising Variable Costs.
Partnering with KINSHIP enterprise, IBM was hosting Future of Work
luncheons in four cities. The events were designed to engage with
attendees on how well executed social business strategies deliver real,
tangible results in line with the organisation’s strategic business
strategic business goals.
Challenge IBM objective was to maximise the value of the luncheons by reaching
the most number of people and ultimately converting that into business
revenue. As social business proponents, it was also important for IBM to
demonstrate the benefits of a well thought out social strategy for these
events.
Strategy KINSHIP digital developed a social content strategy with three
components.
1. Pre-event: A series of blogs on The Why of the Future of Work.
2. During the event: A Social Rally Centre (a MutualMind social
canvas) projected at the luncheons displaying the live
conversation by those present and online.
3. Post-event: Further blogs on The How of the Future of Work.
The MutualMind Social Rally Centre was configured and managed by
KINSHIP digital throughout the luncheon series.
Results The Pre- through Post-event social content strategy exceeded
expectations with traffic to the website almost doubling for several
weeks.
The Social Rally Centre was immensely successful at stimulating
audience participation at the events, which resulted in vast reach for IBM
and its Future of Work messages. Total impressions on Twitter were
almost 50 million. At each event an average of more than 1,000 posts
were made by the onsite audience and those following the conversation
online.
Client Testimonial “The MutualMind Engagement
Centre at the Future of Work
luncheons created 49 million
earned impressions and had a
very positive effect on event
socialisation. Attendees were
able to visualise and build
connections in real-time.
It prompted questions and
opened up discussions and,
frankly, I was surprised how
much value it added to the
event.”
Annmaree Bonica
Marketing Leader, Software
Channels, IBM A/NZ
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