Wisdom of the Ancients: The Virtual (and Smart) Social Media Agency for IBM
We’re working hand-in-glove with IBM’s global PR agency, Text100 as the Online brains behind IBM Software Group’s Social Media action.
The project is helping IBM to help others learn more about the development work they’ve been doing to recreate the Chinese Virtual Forbidden City, a breathtaking Second Life-like representation of a Chinese world from five hundred years ago.
You can check out the new campaign microsite HERE!
We’re organising a series of ‘Executive Briefings’ in this Online environment – persuading men in suits (and sandals) to create an avatar and let loose for an afternoon in the virtual company of IBM’s development team. Our recruitment work is strictly indirect (and smart!). Given the size of the IBM Social Media community, we quickly realised that the key to generating interest and inspiring action was held by them, not us.
As such, we’ve been busy mobilising the IBM network of bloggers, Twitterers and forum-goers to take our message to their marketplaces – and doing a stack of behind the scenes research and monitoring work to help them to target the most fertile and influential parts of the web (for example, we’ve identified the top 100 non-IBM campaign-related Blogs, Twitterers and forums as a starting point for this recruitment drive). The campaign launches at the end of March 2009, and events will happen throughout April.
(This is a snapshot of our campaign Social Media monitoring Dashboard. This allows us to tune in, listen and learn to whatever the web is saying about our work and all the other conversations that we ought to care for …and to take a rational approach to getting engaged with them, across our core project team.)
FOOTNOTE: we LOVE working in partnership with Text100. Everything we do together is crystal clear: no toe-tripping, no conflict and no power plays. Just like a partnership should be!
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Jordan Stone
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