Ibm Caseanalysis

IBM DIGITAL INFLUENCE PROGRAM

Submitted in partial fulfilment of the requirements of the course

COMMUNICATING CORPORATE REPUTATION

BY KUMAR SHANU

ROLL NO. PGP 13174

INSTRUCTER : PROF. ASHA KAUL

ACADEMIC ASSOCIATE: Ms. JOGITA SOROKHAIBAM HUSSAIN

Contents

Social Media and IBM: 3

Why Digital influence Program? 3

Outcome of the Program: 4

Issues to be resolved: 5

Other Successful Social Media anecdotes: 5

Social Media and IBM:

Social media has become significant part of marketing for many firms these days due to basic reasons: Increased Scope, and high speed response. Social media spaces like Twitter Linked In and FaceBook witness million of users posting their experiences queries and solutions for them. Such interactive forums can be very useful in igniting a two-way communication between consumers and company as well as information dissemination too.

IBM wanted to leverage the benefits of social media by using it to create voice for their products rather than advertising the same. They decided to be a digital influencers with following aims:

* Understand brand Perception and build visible technical evangelists in professional networks.

* Develop communities to gain mindshare and increase purchase of software.

The strategy revolved around the five major brands of IBM: Rational, Websphere, Tivoli, Lotus, and IM.

Why Digital influence Program?

Earlier attempts of IBM had failed to deliver desired response from different stakeholders. IBM even drew itself out of face book due to minimal response. The rationale behind starting a new program was an outcome of failure on some existing accounts in social media:

* Financial constraint: May be due to significant amount already spent their other campaigns like Smarter Planet, IBM was not in a position to splurge on another campaign. Bajaj herself gave instruction to work on building marketing mix, keeping financial limits in mind.

* Faulty understanding of...