scribblings about earning trust & influence as a business on the social web

Mashable highlights IBM Lotusphere as best Twitter campaign. Humbled.

Posted by on Jul 6th, 2011 in web 2.0 | 7 comments

This morning Mashable highlighted 7 best Twitter Marketing Campaigns. It is always an humbling experience to see something that you worked on, led and collaborated across the organization being highlighted as a best practise.

Here’s the post for your reading pleasure:

IBM: Aggregate & Organize Event Conversation

 

 

 

For Lotusphere 2011, one of IBM’s annual user conferences for customers and partners, the tech firm expanded its typical social media strategy and created a social media hub, a single online landing page providing a live stream of blogs, Twitter comments, Flickr photos and videos of keynote sessions and interviews from the conference. To keep chatter organized on Twitter, the company employed the hashtag #ls11.

Success Metrics: By mid-event at Lotusphere 2011, which takes place from January 30 to February 3, there were more than 20,000 tweets tagged with the #ls11 hashtag, and the hub site’s video channel had garnered 34,000 views. As of February 15, 2011, there were more than 35,000 tweets with the #ls11 hashtag, and 9,500 of those tweets were retweeted. IBM calculates that the campaign garnered more than 41 million total impressions on Twitter.

Lesson: Whether it’s as simple as employing a hashtag or as strategic as creating a social landing page, aggregating and organizing conversation around your brand, especially during events, is key to making a splash on Twitter.

  • http://flavors.me/rab Rab

    Cool Bilal. If we totalled up the activity across Impact, Pulse, Innovate, IOD and Lotusphere, the numbers would really be impressive to share! Our Impact metrics were off the charts this year with our video, social hub, twitter and geolocation activities. Congrats on the highlight. Great recognition for IBM social efforts by you and the team.

  • Lisa Duke

    I think this is a testament both to IBM, for putting the site together, and to the community, for participating.

  • http://TheSocialNetworker.com IdoNotes

    Interestingly the community started this at Lotusphere years before with a few aggregators. This included location check-ins, tweets and Flickr photos from the event using the Brightkite wall.

    A highlight was, and still is, the reflector service @Lotusphere for one account to reach many at the event.  This was done starting for Lotusphere 2008.

    It then expanded to full geo-location services, aggregators and more. All done before IBM launched LotusKnows (now defunct) and the social business push.

    It is nice to see Mashable pick up on that, but it reads as if this was the first time it was done for the event.

  • http://twitter.com/brenny B Ganesan

    Great stuff Bilal, and the recognition is well deserved.  The social aggregators are coming in very handy.  You did some great work on this.

    I know that this and the sweet tweets were both very successful.

    I completely agree that there needs to be more work done around events and highlighting them in key social hubs.  Need to do more of that with developerWorks especially utilizing the value of the newly named IBM Champions.

  • http://www.bilal.ca/ Bilal Jaffery

    There is no social without the engaged community. Indeed.

  • http://twitter.com/brenny B Ganesan

    Definitely agree Lisa.  I think that this community in particular is so oriented to the digital space that it was key to making the campaign a success.

  • http://www.bilal.ca/ Bilal Jaffery

    It is the first time a corporate intiative has recognized community
    aggregation like this. It gave a wider community a platform to officially
    engage with each other besides the inner cricle of Loti community folks.
    None the less, it’s a tesitiment to community more than IBM. However, from
    corporate perspective, it does highlight IBM’s trust in the community to not
    ‘moderate’ and be transparent from social media perspective.

    Easier said than done.

Blog by Bilal Jaffery. Copyright © Bilal.ca 2011