www.kinshipdigital.com

Case Study: IBM Smarter Workforce

Background The IBM Australia Smarter Workforce business unit offers social

technologies that coupled with social business strategies provide

business benefits for their clients under three main categories:

Improved Efficiency, Outcomes and Workforce Culture; Increased

Revenue; and, Minimising Variable Costs.

Partnering with KINSHIP enterprise, IBM was hosting Future of Work

luncheons in four cities. The events were designed to engage with

attendees on how well executed social business strategies deliver real,

tangible results in line with the organisation’s strategic business

strategic business goals.

Challenge IBM objective was to maximise the value of the luncheons by reaching

the most number of people and ultimately converting that into business

revenue. As social business proponents, it was also important for IBM to

demonstrate the benefits of a well thought out social strategy for these

events.

Strategy KINSHIP digital developed a social content strategy with three

components.

1. Pre-event: A series of blogs on The Why of the Future of Work.

2. During the event: A Social Rally Centre (a MutualMind social

canvas) projected at the luncheons displaying the live

conversation by those present and online.

3. Post-event: Further blogs on The How of the Future of Work.

The MutualMind Social Rally Centre was configured and managed by

KINSHIP digital throughout the luncheon series.

Results The Pre- through Post-event social content strategy exceeded

expectations with traffic to the website almost doubling for several

weeks.

The Social Rally Centre was immensely successful at stimulating

audience participation at the events, which resulted in vast reach for IBM

and its Future of Work messages. Total impressions on Twitter were

almost 50 million. At each event an average of more than 1,000 posts

were made by the onsite audience and those following the conversation

online.

Client Testimonial “The MutualMind Engagement

Centre at the Future of Work

luncheons created 49 million

earned impressions and had a

very positive effect on event

socialisation. Attendees were

able to visualise and build

connections in real-time.

It prompted questions and

opened up discussions and,

frankly, I was surprised how

much value it added to the

event.”

Annmaree Bonica

Marketing Leader, Software

Channels, IBM A/NZ