The Challenge
IBM aimed to boost awareness and engagement for TechXchange beyond their traditional approach using owned social channels. IBM needed a scalable way to create easy-to-share social posts geared toward varying event audiences. The goal was to make it simple for event attendees to share their experiences and drive organic engagement on social.
Industry: Computer Technology
Company size: 10,000+ employees
Headquarters: New York, NY
Products Used: SocialBoost, MediaRoom
PR Newswire Partner Since: 2010
The Approach
IBM leveraged SocialBoost, powered by SoSha, to create pre-written, shareable posts to activate its community around the TechXchange event. Audience-specific posts were developed for key groups-including attendees, speakers, students, and champions-making it easy for each group to authentically share their event experience. IBM promoted these posts directly to its community to encourage participation and sharing, a key driver of the campaign’s success. The SocialBoost toolkit was featured in IBM’s newsroom, powered by PR Newswire, helping drive traffic to IBM’s TechXchange press release content. By intentionally mobilizing its community to amplify event messaging, IBM unlocked a new growth channel that extended reach beyond its owned social properties.
50%
share rate (vs. 3% benchmark)
174,000
estimated LinkedIn impressions
Key Results
IBM successfully drove meaningful social amplification for TechXchange by activating its community with ready-to-share content. The campaign achieved a 50% share rate, meaning 1 in 2 social toolkit visitors shared the content, exceeding the 3% corporate benchmark. It generated approximately 174,000 LinkedIn impressions and resulted in 350 social shares that drove 297 clicks back to IBM content.
About the Company
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity, and service. Visit www.ibm.com for more information.
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