By IBM, Information Management
When a leading industry analyst group publishes a "hype cycle" around your primary topic, you know you have to do a little something extra to stand out from the crowd -- and stand out in a positive way. Anyone can talk; the goal should be to influence people with your talk. Around the topic of "big data," IBM was one of thousands of voices, but we wanted to be the trusted voice of authority, experience and expertise. To accomplish this, we embarked on a multi-pronged "social surround" strategy. In this strategy, we culled, curated and commented on thought-provoking and educational content being produced by subject matter experts outside IBM. We also showcased IBM's extensive cadre of thought leaders, from Research Fellows and Distinguished Engineers to product managers and client enablement staff. Throughout, we strove to educate and engage, rather than sell. As a result, our following has grown many times over, and we have been recognized by peers for our influence on big data.
At the program's inception, a Google search on "What is big data" would yield several hundred thousand results, but the first one for IBM would be on page 10 -- hardly the position for a "thought leader's" top result on a very basic question.
After a concerted cross-functional effort, we have achieved these goals:
* Listed routinely in top 2 results on Google for "What is big data," vying daily with Wikipedia for the top spot
* Named a "Top Big Data Blog/News Site"
* Named in the "Top 50 #BigData Twitter Influencers"
* YouTube views up 1152% (from 4999 to 62,603)
* IBM contributors often listed as "top influencers" in targeted LinkedIn groups
* Commissioned market research shows IBM is either 1 or 2 in share of voice across topics we target
* New IBM big data hub launched with the goal of being an objective "center of gravity" for topics and conversations around big data. In its first 2 weeks, in the traditionally slow month of August, it had over 10,000 visits and 740 subscribers to its feed
October 2011 to present
Overall Rating: (40 votes)
Reviewed April 11, 2013 by rosieReport Inappropriate Review
Reviewed February 8, 2013 by SRSG
SRSG incorporated in 1997 with a vision to provide the technology of Apple Computers, the Services and Technical Support that is a match for its power and usefulness. Grass valley automationReport Inappropriate Review
Reviewed February 4, 2013 by Beanie Hats
ll of them are altered back the majority of them were fabricated to adjustment or added to by the owners. Beanie HatsReport Inappropriate Review
Reviewed December 28, 2012 by jack
When it comes to this is that IBM is the king. There is so much that you can learn from IBM when it comes to this. They do it all right here. HVAC SensorsReport Inappropriate Review
Reviewed October 3, 2012 by Lyn Christie
Nice to see clear objectives and strong results in a campaign like thisReport Inappropriate Review
Reviewed October 2, 2012 by Debra Singer-Harter
It is a well designed strategy and the results support it.Report Inappropriate Review
Reviewed September 18, 2012 by Martin
Very interesting subject.Report Inappropriate Review
Reviewed September 13, 2012 by Sima Dahl
The most comprehensive effort I've seen with results to match!Report Inappropriate Review
Reviewed September 10, 2012 by Leonardo Gonzalez
Excellent article about how IBM have been leading the wave of the new emerging Big Data Technology and Vision to help customer understand what is happening around the non structured data specially online with InfoSphere Streams or "at rest" with InfoSpherReport Inappropriate Review