IBM’S VIRTUAL FORBIDDEN CITYIBM VFC Social Media Campaign Metrics
Introduction
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
• 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
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’
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 1174
Twitter 377
Flickr 24
Facebook 23
YouTube 17
VRM newsletter 12
LinkedIn 7
Microsite
Unique visitors
Objective 2000 visitors
Total (excl IBMers) 3752 visitors
Total (inc IBMers) 4284 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 212
How the VFC Demonstrates the Value of SOA in Business 75
How to Join IBM's Exclusive Virtual Worlds SOA Tour 126
SOA and IBM's Virtual Forbidden City 308
721
Flickr
• IBMVFC views – 227 • Images used – 4 blog posts
Lead generation
What? Target ActualRegistrations 80 172
Number of Attendees 30 21
Lessons learned
• Timescales, sign off• 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• @jordanstone
Andy Keetch, C&M• @special_noodles
Rowan Stanfield, C&M• @rowstar