In just three weeks, our social media campaign built a community of 2,000 CIOs and IT experts in 96 countries
The challenge
Global CIOs are a small, fragmented and difficult to reach group, yet they are BT Global Services' most important purchasing decision makers.
A key route to reach them is at industry events, such as the Gartner Symposium/ITxpo, but the big challenges are:
- how to stand out from the crowd
- how to leverage event activity to reach CIOs not attending
Our response
Reaching global CIOs requires fresh thinking and high-quality content. We delivered an intensive social media programme, built around content we developed from a study of CIOs and IT leaders around the world.
We set up a single page as the focal point for all discussion through the week of the Symposium. We built it so it could be updated at least hourly, showing BT’s news, insight and expert analysis via a mixture of live blogs and Tweets, prepared videos, white papers and presentations.
We engaged other IT bloggers and people Tweeting about Gartner, thus encouraging them to visit the site for BT’s thought leadership.
The quality and freshness of the content proved a great pull for CIOs and IT leaders.
Results
In three weeks, 2,064 people from 96 countries visited the mashup, totalling 3,747 page views.
The live material generated high levels of interest: average time on the site was 3.5 minutes, and the average visitor looked at 2.5 pages.
These visitors liked what they found: over 900 YouTube videos were viewed and 560 BT slide decks downloaded.
BT's Twitter feed grew by 12% and was listed 14 times (a new mark of influence and relevance).
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