Customer Experience (CX), Customer Relationship Marketing, Voice of Customer Research, Customer Engagement
 
 
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Voice of the Customer IBM infoboom Social Media Program


DISCUSSION TOPICS

  1. Infoboom experience and platform

 

  1. Leveraging VoC driven insights to drive international client engagement

 

  1. Program results

 

  1. VOC Impact on the Social Value Cycle

 

  1. Customer engagement points within the infoboom program

INFOBOOM EXPERIENCE & PLATFORM

  1. Customer driven - 'Tell a Friend' & social sharing

  1. Contribution by internationally recognized bloggers, industry experts, and clients

 

  1. Local Business Parttner community to participate and sponsor

 

  1. Showcase key IBM Subject Matter Experts, events, solutions, and topics

WORKED WITH

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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.

 

Results


Visitors convert
to members

14%

Visitors returned more
than once

59%

Visit the site 10+ times
per month

60%

Increase  
in product evaluation 

32%

 

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
 
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Voice of Customer 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.

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Customer engagement points

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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
 

VoC ANALYSIS LED TO PROGRAM ENHANCEMENTS

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