IBM's Digital Influence Program
(9 pages of text)
In 2011, IBM India was experimenting with social media applications to extend its marketing mix. A social media campaign named Digital Influence was launched to gain market share for the company’s software products, influence groundswell and develop technical evangelists. Within a year, the share of voice and reach for the company’s five software brands increased significantly. However, the company’s marketing and communications director was hesitant to declare victory. Was the model sustainable? What challenges would the company face in the implementation process? Would the plan of operations continue to help the company gain market space and create technical evangelists?
The case is aimed at courses in social media and strategic communication for sessions or modules on corporate reputation, strategic communication and influence. It can also be used in a management development program where a discussion of the case will help executive audiences learn about the processes involved in training corporate bloggers, blogging and the creation of technical evangelists.
The case has been written to answer the following questions:
- What is digital influence? Why do companies employ this technique?
- What challenges does a company face in the implementation process?
- How can digital influence help a company influence groundswell and build reputation?
Information, Media & Telecommunications
India, Large, 2011
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