Impact 2011 wins the Hermes Platinum Award for excellence in Digital Media
Sach Takayasu 120000ME09 SACHT@US.IBM.COM | | Tags:  creative socialmedia marketing ibmimpact innovation award hermes
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The Impact 2011 Digital Campaign exceeded expectations year to year in terms of building awareness, creating interest and when the rubber meets the road, driving registration and energizing the conversations around the conference. Impact 2011 was honored this month by winning the Hermes Platinum award for excellence in digital media under the Integrated Marketing Campaign category. To win a significant accolade from the Association of Marketing and Communication Professionals was icing on the cake.
To give you more background and quoting from the official news release, Hermes Creative Awards announced winners this month for the 2011 international awards competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognizes outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals.
There were over 4,400 entries from throughout the United States, Canada and several other countries in the Hermes Creative Awards 2011 competition. Entries came from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers.
Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals. The international organization consists of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals. AMCP oversees awards and recognition programs, provides judges and rewards outstanding achievement and service to the profession.
AMCP judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. Winners were selected from 151 categories in seven forms of media and communication efforts-advertising, publications, marketing/branding, integrated marketing, public relations/communications, electronic media and pro bono. About 15% of entries won the Platinum Award-the organization's top honor. Nineteen percent won the Gold Award.
The IBM WebSphere team executed an integrated web and social media strategy for its biggest event of the year, the Impact 2011 Conference in Las Vegas. Applying a successful approach learned from the past conferences, we defined our web and social media initiatives to deliver against the business goals for each of the 3 stages around the event:
In our integrated web and social media approach, the critical design point was to ensure that all our initiatives drove visitors to the Impact website and various social media sites, such as the Impact Blog, Impact TV and Impact Conversations; ultimately driving them to register for the event.
In order to meet the significantly increased Impact 2011 registration target number, the Impact website played a critical role in representing the conference and inspiring web visitors to register for the event. Dissemination of information is the cornerstone of a successful campaign, with Impact 2011 we had much content to deliver and we decided to have weekly social updates through the Social Media Editorial Board Communication with spotlight on specific areas. We enabled 500+ employees with suggested social content which included the official #ibmimpact hash tag and aligned to specific sub pages.
Watch Sach, Ryan and Shaku interviewed on the last day of Impact TV on Livestream
The Impact Blog featured 40 posts, covering a variety of conference topics, and included interviews of clients, partners, speakers, subject matter experts and executives. The blog provided an in-depth view into the various dimensions of the conference in ways that neither the web site nor twitter could. This was effective in bringing other external audiences to engage in the conversation and leverage their networks to promote the conference.
We had introduced Impact TV in 2010 which became IBM's corporate standard practice for live streaming events. In 2011, we expanded the program to feature interviews with executives and business partners as well as sessions beyond keynotes to make more of the conference available to virtual attendees.
Impact Conversations aggregated all social media onto a single platform, helping viewers grasp the collective energy social media and blogs contributes to the conference - and participate in the conversation by tagging their tweets with #ibmimpact. The conference saw 40% more social media initiatives and a general adoption of social media we had not seen in past years.
To identify potential leads, we introduced a new initiative, "Virtual Concierge Service", to monitor social conversation that came through Twitter, LinkedIn and Facebook; flag them for questions, complaints or inquiries; and respond to them. Teams monitored and recorded the conversation around the clock. We continue to nurture these conversations after the conference.
Other social media initiatives that contributed to the conference included an All-Star Tweet Up, a Go Mobile check-in game (in partnership with Foursquare), a Bloggers Community Call, Live Blogging, a Social Media Lounge, Viral Videos, WebSphere Unconference for developers and the introduction of the WebSphere Icon of Progress.
Flyers for Go Mobile geolocation social gaming and All-Start Tweetup in the Social Media Lounge at Impact 2011
We updated the website daily to serve as a bulletin board for each day's activities and serve as a portal for all socialo media activities, including Impact Conversations and Impact TV. The site also highlighted a link to a post in the Event Blog that captured up-to-the-minute changes and announcements, something our websites cannot do on the fly.
The efforts paid off. On Day 1, compared to the last conference, we witnessed 370% more tweets and 100% more profile registrations for Impact Conversations. Plus:
The popularity of live streaming blew away all our expectations by garnering 380% more total page views. Client and analyst comments assured us that this enhanced their conference experience. We were gratified to find that it extended the conference to 8,000+ unique viewers from 92 countries. The Event Blog enjoyed 10,000+ page visits for its 40+ posts. The Impact web site enjoyed a 5% increase in conversion from web visits to registration and we also introduced 128 new pages to support the product announcements.
Impact 2011 Social Media set a new standard for the richness of web and social media initiatives, and excellence in execution - and delivered outstanding results. Of course to drive a successful campaign, it takes a community of committed professionals who can transform a vision and make it a reality. Kudos to all who stood at the core of the campaign and everyone who participated wholeheartedly to demonstrate the power of teamwork!