B2B social media conversations are difficult to generate, as social media is primarily
a person to person leisure & community resource. For IBM we made their organisation
become just like a senior c-suite business person, with a Linked In persona and a CV
charting IBM’s milestone achievements over its long market-leading career. C-suite
executives were targeted directly through digital and social media and rewarded with
invitations to the prestigious regional CIO Conferences, where they could access exclusive
top level insights and networking. The campaign generated results of over 24x the investment.