IBM Virtual Business Partner Launch Campaign Nominated for Forrester Groundswell Award
Mary Hall 0600011C92 firstname.lastname@example.org | | Tags:  swell nomination forrester ibm award groundswell ground 2010 awards
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Since 2007, Forrester Research has asked high-tech companies to nominate their marketing campaigns for the Forrester Groundswell Awards. The Awards recognize excellent and effective use of social technologies to advance an organizational or corporate goal. This year the IBM Software Group Business Partner Marketing Organization is nominated for a Groundswell Award in the category of Business to Business Communication. Click here to see IBM's entry in the category of Business to Business: Spreading.
If you're not familiar with Groundswell as a methodology for building your brand, and your marketing messages, you might want to check out the book of the same name. Click here to download a free excerpt from the book by Charlene Li and Josh Bernoff. In the new world of Social Media marketing, Groundswell is an important book full of best practices and tips for marketers to learn from. So now that I've introduced you to the concept of Groundswell, let's talk about how IBM built social share of voice to energize our Business Partner Launch and Virtual Event earlier this year.
Creating a Groundswell via an IBM Business Partner Virtual Event Powered by Social Media
Of course creating a Groundswell is all about effective marketing that energizes the audience and creates a dialogue. During the second-half 2009, IBM wanted to bring thousands of Business Partners together at the beginning of 2010 with the primary objective of getting the broader Business Partner community working together to deliver even greater client value and double-digit revenue growth. With more than thousands of IBM Business Partners operating in wordwide, IBM needed to deploy an innovative, integrated approach to accomplish this goal. There is no better way to reach a worldwide audience than via the worldwide web. Using the web as a canvas, the team decided to take our message to the Internet via a Virtual Event. The Virtual Event created a dialogue with our Business Partners where we could announce our news to them, and hear back from them about their needs, and how they are selling today. The event included trade show booths, live chat, sales presentations and product announcements.
The Go-To-Market Approach Created a Groundswell via Social Media to Drive Attendance
Our IBM Business Partner team crafted a comprehensive strategy that delivered explosive growth in our ecosystem and in our business results. IBM successfully deployed an integrated perpetual campaign which encompassed a blend of social media and traditional marketing techniques before, during and after the main virtual event. Analysts, press, bloggers, Twitter, web, video and e-mails centered on the value of core announcements and how they would quickly enable Business Partners to develop their skills, expand their solutions, grow opportunities and ultimately help them differentiate their businesses in the market.
During the 45 days leading up to the event, the Blogosphere and Twitterverse were ignited by the news of this important launch. The IBM Marketing Group effectively leverage virtual communities on LinkedIn, Twitter and Facebook to send invitations.
Over 7,000 Business Partners were energized to sell in 2010 after attending the event. Post event, visits to IBM PartnerWorld improved with more than 10,000 immediate downloads, thousands of webcast views,plus 50 Business Partner-issued press releases.
Visit the Forrester Groundswell Awards Page to see IBM's entry
Voting for the 2010 Forrester Groundswell awards is now open. The Groundswell community can vote on IBM's award nomination and winners will be announced online on October 28. Click here to see IBM's entry in the category of Business to Business: Spreading.