Not your average case study
Mark Scapicchio 270000CV2J SCAPICCH@US.IBM.COM | | Tags:  websphere ibm financial provisioning cloudburst citibank cloud tivoli
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If I can choose between promoting a case study or some other type of marketing asset, I usually choose the other type of marketing asset – not because I have something against case studies per se, but most case studies are so formulaic that people read right past them (newsletter and Twitter response data backs this up). I’m not saying that if you’ve read one case study, you’ve read them all, but I am saying that if you’ve read one, you’ve probably read all the subheads – unless you’ve been lucky enough to find the rare case study that doesn’t include the subheads “Challenge,” “Solution” and “Results.”
But every so often the story behind the case study is so compelling, it transcends the formula – such as the story of how IBM helped Citigroup cut server its provisioning times from 45 days to 20 minutes. (Even if you count the days as 8-hour workdays, that’s a thousandth of the time – a 99.9% reduction.) No surprise that a single tweet on this story generated about 10 times the combined traffic we typically see from three or four case-study tweets. Have a look (PDF).