Business Objective: Improve visibility and appeal of IBM events for worldwide developer audience.

1. IBM Software
Case study –
Demand generation for
dev@IBM events
IBM IMPACT 2014 – Las Vegas, NV
IBM INNOVATE 2014 – Orlando, FL

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©2014 Ivy Worldwide, Inc.
IBM sought a cost-
effective and scalable way
reach DEVELOPERS
and IT LEADERS via the
online properties they
frequent.
BUSINESS GOALS
• Improved awareness within
target audience
• Positive brand endorsement
• Inbound links and visitors
Executive overview

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Situation
INFLUENCER TARGETS
Primary Audience
• Developers
Secondary Audience
• IT Leaders
Tertiary Audience
• Technology Enthusiasts
1. Capture and publish high-
quality discussion of topics
important to the IBM developer
market
2. Improve awareness and
consideration via improved SEO
3. Showcase wide range of options
for IBM developers, by
publishing event content across
IBM and influencer sites alike
STRATEGIES
OBJECTIVE: Improve the visibility and appeal of IBM
events for the developer audience.

4. IVY WORLDWIDE recruited LEADING SOCIAL VOICES to capture the
developer experience and distribute content across a vast array of social
networks, in order to:
• ENGAGE developers
• PIQUE their interest in IBM technologies
• COMPEL their attendance
©2014 Ivy Worldwide, Inc.
Action
29 interviews were published highlighting IBM solutions at
companies such as:

5. 4k+
Fans
4k+
Followers
6k+
Followers
49k
UMVs
4k+
Subscribers
138k+
Followers
©2014 Ivy Worldwide, Inc.
Results
• EARNED MEDIA created by influencers and published across their social media
channels
• IBM OWNED MEDIA channels propagated influencer content to lend third-party
endorsement to IBM messages
THIRD-PARTY CONTENT
• 29 YouTube videos
• 22 blog posts
• 14 podcasts
AUDIENCE ENGAGEMENT
• 193.5K podcast downloads
• 3890 YouTube video views
• 318 social media mentions
• 151K social media impressions

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Content distribution
193K+ podcast
downloads across 14
different platforms:
RSS, Podcast, Livestream, iTunes,
AppleTV, Samsung SmartTV,
Chromecast, Roku, Boxee, Zune,
Blubrry, TPN, MySync
“[The influencers] did a great job capturing content …
and turned much of that content into podcasts that
drove a lot of traffic.”
– IBM program sponsor

7. DevOps: 5 videos
Cloud: 18 videos
Service Management:
5 videos
Internet of Things
(IoT): 18 videos
Security: 6 videos
Mobile: 3 videos
©2014 Ivy Worldwide, Inc.
Content breadth and depth

8. ©2014 Ivy Worldwide, Inc.
Influencer content propagation by IBM
Source: http://www-01.ibm.com/software/rational/innovate/videolibrary