Voice of the Customer IBM infoboom Social Media Program

Leslie Resier
IBM - GB Marketing & Communications
Program Director, WW Digital marketing

Discussion Topics

• infoboom experience and platform
• Leveraging VOC driven insights to drive client engagement
• VOC Impact on the Social Value Cycle
• Customer engagement points within the infoboom program
• Program results

infoboom Experience & Platform

• Customer driven - 'Tell a Friend' & social sharing
• Contribution by internationally recognized bloggers, industry experts, and clients
• Local BP community to participate and sponsor
• Showcase key IBM Subject Matter Experts, events, solutions, and topics

Leveraging VOC Driven Insights to Drive Client Engagement

Initial VOC insights included:

• Limited access to peers
• Access to IBM and industry experts
• Need a 'safe place' to network with their peers, trusted advisors, IBM experts, and BPs
• Want a seat at the strategic decision making table within their companies

Customer Engagement

• Leverage VOC insights to ensure we're connecting with the right audience
• 60% of members are Director or above
• 36% are non-executive SMB, large enterprise and industry content contributors
• 4% are IBMers
• VOC feedback continues to influence program changes
• New content is driving greater interest
  • 557% increase in shares
  • 100% increase in comments

VOC Impact on the Social Value Cycle

Through social sharing, engagement, peer to peer connection, infoboom collects and manages VOC feedback to increase a client's social value.

Customer Engagement Points

Our Results

• 14% Visitors convert to members
• 59% Visitors returned more than once
• 60% Visit the site 10+ times per month
• 6.5 Minutes Average Time on Site

VOC analysis led to program enhancements

So How Does this Impact the Bottom Line?

• infoboom reaches 60K+ SMB professionals bi-weekly
• 14% of all visitors engage in infoboom discussions

Engagement drives evaluation

• 32% of engagements result in evaluation of IBM products and solutions
• Evaluation influences future purchase consideration
• 1.8% of participants evaluating IBM products and solutions convert to purchase in 6 months

Let your voice be heard...join the conversation at: www.theinfoboom.com

For additional information contact:
Leslie Reiser
lcreiser@us.ibm.com

Results So How Does this Impact the Bottom Line? infoboom reaches 60K+ SMB professionals bi-weekly 14% of all visitors engage in infoboom discussions Engagement drives evaluation 32% of engagements result in evaluation of IBM products and solutions Evaluation influences future purchase consideration 1.8% of participants evaluating IBM products and solutions convert to purchase in 6 months

Leslie Reiser IBM - GB Marketing & Communications Program Director, WW Digital marketing Ms. Reiser has extensive experience developing and executing effective online strategic programs within traditional web and social media marketing environments targeted to information technologists within the SMB marketplace. She leads complex, global projects that have reinvented the way IBM utilizes the Web to deliver integrated solutions globally.