WoW Weekly status – August 29 – Ryan Boyles - PowerPoint Presentation

Slide1

WoW Weekly status – August 29 – Ryan Boyles

1

Audience

generation

Social

Media and Content

Influencers

Audience Generation

2

Quick Bytes

– Blog interviews with rapid fire 10 question format on IBM Events tumblr; cross promote on

IoT

social media

Action:

IoT

social lead to submit vetted nominees for

WoW

blog editor to work with on interviews via email

Twitter Chats

– IBM Events CrowdChat will be monthly, with guests from different tracks and focus on particular roles; cross promote on

IoT

blog

Action:

IoT

social lead to submit nominees matching monthly theme to

WoW

social lead; then

WoW

team to invite guest and

IoT

help promote chat

Guest Bloggers

–

IoT

Blog featured articles / previews –

Preview clients/speakers/influencers and tease

topics; cross promote on IBM Events tumblr

Action: Lynne

determine

candidates and calendar of topics with Jeff/Ron

Social Calendar

– Social tiles, GIFs, graphical assets; cross promote on IBM Events tumblr

Action: Tori to plan designs in

Kapost

with Tammy/Steven then plan / schedule publishing in Percolate

Internal

Comms

– Promote and plans

Action: Tori McClellan and Kim Kemble to develop updated calendar in

Kapost

Sales Team Outreach

Action:

H

elp needed to identify

IoT

sales focal point for Platform focus; Ryan to interlock with Doris on

WoW

AG sales interlock and proceed from there

Social Media and Content On-site

3

Planning daily social media and blog coverage

Blog Content

Lay person focus

C-Suite focus

Developer focus

Influencer POV – separate work stream from brand POV

Social Media Coverage

Engage

Inform

Amplify/curate Influencers’ POV

Team

Ryan Boyles

Lynne Slowey

Scott

Stockwell

Tori McClellan

Influencers Planning and Direction

4

Focus on solid set of “thought leadership” influencers

Invite mostly influencers that we have existing relationships with to be a part of speaking agenda; do not engage with influencers who need speakers fees at this event

Recruit some new Influencers that we have asked prior or been chasing; be prepared to pay for their travel/lodging/small per diem

Prioritize “celebrity influencers” approach for Munich

Set expectations for influencer contributions and participation

You are joining an ongoing community

Participate in some audience generation (see slide)

On-site social media and content activities

Speaking – Panel and/or Innovation talks

Social amplification / coverage

Content creation

Interviews / commentary

Meetings / discussions

Post-event content cross-promotion with fellow influencers with community guidance

Identify handful of internal influencers to contribute to content plans

Audience generation (see slide)

On-site meetings / discussions with 3

rd

party social influencers

Post-event content showcase; blogging; client highlights

Influencers Agenda – Draft 8/29

5

Schedule /

Events work in progress

Sunday Workshop: Team up with Commerce brand to co-host 4 hour workshop for 25 influencers, produced by Drury, paid for by Commerce if we agree to host another

event for the whole group

Action: Decide if we like this plan and then lock in

IoT

budget / plan to make this agreement stick

Sunday Dinner: One VIP dinner/mixing event Sunday night (location TBD) - not as formal and sit down as Amplify but not as casual, menu-wise, as

InterConnect

Action: Ryan to interlock with Commerce team on dinner schedules

Influencer Panel featuring 4-5 influencers

Action: Ryan to interlock where/when will this be featured on agenda?

What about Influencer speakers for Innovation Talks or Thought Leadership session?

Action: Ryan to pitch nominees to Jeff and then decide if/who we pitch to Cameron O’Connor

WoW

conf

team

Media Suite – Plan activities / meetings do we want to plan and what amenities?

Action: Jeff to note this in plan and Ryan to loop in with Michelle on plans

Sessions: Attend and social coverage for GS, Keynote, select client sessions

Dinner TBD:

Teaming up with Commerce team?

IoT

Dinner or Reception with our execs/clients/analysts –

let’s discuss this idea

theCUBE

video interview for 1 selected

influencer (and 1 for IBM exec or client speaker TBD)

Olli Experience –

what can we do to allow influencers to experience Olli? Can this be together with Commerce?

Activations – TBD for Cognitive Concourse walking tour or event

Tuesday night entertainment planned by Conference TBD –

can we have a suite reception to compliment this?

Influencer Candidates

6

Tier 1 Candidates

Scott

Amyx

– Innovation Talk, Panel

Tamara

McCleary

– Innovation Talk, Panel

Tim

Crawford – Panel

Anne

Ahola

Ward

Bill McCabe

Mark

Rizzn

Tom Emrich

We are recruiting 5 influencers for World of Watson

Backup

World of Watson – Watson IoT

7

Influencers Results – Social Reach and Share of Voice

8

Insight

2014:

14 Social VIPs

33% of social reach; 42M of 127M impressions

InterConnect

2015:

20 Futurists

37% of social reach; 211M of 538M impressions

65.2M impressions leading up to conference with 4 Twitter Chats

20 #

NewWayToWork

Futurists with a mix of focus expertise on cloud & mobile

Amplify 2015:

35 Futurists

46% of social reach; 61M of 138M impressions

20 #

NewWayToEngage

Futurists

15 PR/Media Team Sponsored Futurists

Insight 2015:

77 Social VIPs, Futurists and

CloudMinds

73% of social reach; 382M of 523M impressions12M impressions leading up in conference with 4 Twitter Chats30 Analytics Social VIPs for #InsightEconomy (22 Analytics including IoT, 8 Watson Analytics) 5 Systems Social VIPs30 Futurists (Social Business, Mobile, Commerce AKA “SoMoCo”) 12 CloudMinds influencers (VIP badged but no funded activities)InterConnect 2016: 85 Social VIPs, Futurists and CloudMinds55% of buzz generated by non-IBMers and influencers IoT drove over 70 million impressions; top brand28.1M impressions leading up to conference with 5 Twitter Chats5 IoT Social VIPs

IBM dominated SOV among vendors – Nearly 56% of SOV among top competitors at InterConnect 2016

Prior Examples of Influencer Plans at IBM Insight

9

Insight 2015 Social

VIP reception

https://

storify.com/therab/insight-2015-social-vip-welcome-reception

Insight 2015 Twitter Innovators Forum (live panel on Periscope) moderated by

Twitter CDO

https://

storify.com/therab/twitter-data-innovator-s-forum

Insight 2015 dev@ Robot + 3D printed auto

VIP Reception

https://

storify.com/therab/dev-insight-2015

Insight 2015 Social Park (influencer lounge and pop-up speaker theater)

https://

storify.com/therab/the-park-at-ibm-insight

“Data Debates”

https://

storify.com/therab/data-debates-with-social-vips

Meet the Social VIPs and Futurists https://storify.com/therab/insight-social-vips Other examples from InterConnect, Amplify available

dev@WoW

10

Ideas and open questions

Connected Soccer

Amy met with Kiwi and

iX

– need updated info

Jeff: Connected Foosball is a potential avenue based on cost and feasibility

See Cannes Lions content

Blog

https://www.ibm.com/blogs/internet-of-things/team-up-connect

/

Video

https

://

www.youtube.com/watch?v=sU8XCJtarGo

Social

media coverage

https://

storify.com/therab/connectedsoccer-for-charity-at-cannes-lions

BB-8 demo

Ryan: should we do VR instead of Mind control?

Ryan talking to Joshua Carr about potential updatesIoT in gaming is a priority for BretSee Comic Con content Social media coverage https://storify.com/therab/wired-cafe-at-san-diego-comic-con Video https://www.youtube.com/watch?v=sU8XCJtarGo Pokemon GO? How can we develop the Node-RED story for developers?This is a priority for Bret and Chris in terms of Platform story/focus for WoWExample of what Zach, Jacqi, Ryan organized for influencers in dev@Insight 2015 featuring UNLV HUBO robot and Local Motors 3D printed vehicle – reception and unveiling served as preview to hype influencer the night before LM CMO Elle Shelley went on stage during day 3 general session https://storify.com/therab/dev-insight-2015