On July 7th, Mashable highlighted 7 best Twitter Marketing Campaigns. Kudos to @katmandelstein and WW Lotus Team along with our EURO RSCG gang for this fantastic achievement.
IBM: Aggregate & Organize Event Conversation
For Lotusphere 2011, one of IBM’s annual user conferences for customers and partners, the tech firm expanded its typical social media strategy and created a social media hub, a single online landing page providing a live stream of blogs, Twitter comments, Flickr photos and videos of keynote sessions and interviews from the conference. To keep chatter organized on Twitter, the company employed the hashtag #ls11.
Success Metrics: By mid-event at Lotusphere 2011, which takes place from January 30 to February 3, there were more than 20,000 tweets tagged with the #ls11 hashtag, and the hub site’s video channel had garnered 34,000 views. As of February 15, 2011, there were more than 35,000 tweets with the #ls11 hashtag, and 9,500 of those tweets were retweeted. IBM calculates that the campaign garnered more than 41 million total impressions on Twitter.
Lesson: Whether it’s as simple as employing a hashtag or as strategic as creating a social landing page, aggregating and organizing conversation around your brand, especially during events, is key to making a splash on Twitter.