Case studyItanium solutions alliance

social Media

Research & Planningthe first step was to assess the unused potential in the new social media landscape. While the alliance already had a website and rudimentary blog, McBru directed an overhaul of the blog to make it an integral part of its online community and developed a plan to recruit a new pool of dedicated and guest bloggers from alliance member companies. after finding that the target audience was starting to use other social media, the agency began engaging key networks – starting an account on twitter and a group on LinkedIn – to expand the reach of alliance content and facilitate a dialogue with Itanium stakeholders.

ExecutionMcBru collaborated with the alliance’s technical resources to re-design and re-launch the blog using a leading, open platform. the agency then recruited, trained and managed subject experts from alliance member companies to expand the range of

Summary

The Itanium® Solutions Alliance, formed in 2005, is a global community of hardware, operating system and application vendors dedicated to accelerating the adoption and ongoing development of Intel® Itanium-based solutions. Traditionally, the Alliance has focused its PR strategy on cultivating media relations; mining editorial, speaking, and awards calendars; and promoting an annual awards event. After taking the reins of the Alliance’s communications strategy in 2008, McBru added a multi-faceted social media effort that has achieved success across a broad range of touch points not available just a few years ago. The agency used social media to expand discussion around the Itanium architecture, boost effectiveness of influencer relations, improve key audience engagement and contribution metrics, increase participation in Alliance marketing programs, and grow membership in the Alliance.

Itanium Blog

topics covered and drive up the frequency of posts and comments. a renewed focus on useful technical posts served to balance the industry news and business subjects and encourage dialogue.

On twitter the alliance set out to grow its followers to include key influencers in the space. during a four-city press tour, McBru tweeted live updates from the road, offering visibility to tour momentum and success. On LinkedIn the alliance initiated focused discussions with the core audience in its group and also joined other groups to follow related topics and introduce alliance programs where appropriate. McBru also integrated other social networks including slideshare and youtube to house and serve new and existing presentations and video assets.

together, these channels formed a “social syndication network” whereby the sum total of alliance engagement and contribution is measured as a whole. Wherever possible, McBru creatively repurposed every new piece of alliance content in order to leverage its value across all relevant channels, increasing exposure and allowing the target audience members to receive the information in their preferred formats.

ResultsBolstered by the contribution of many new bloggers from within the ecosystem, the blog’s readership and subscriber list have grown dramatically as system architects offer development tips and tools; and as industry experts weigh in on Itanium’s position in a very competitive landscape. active outreach has shifted Itanium debates and discussions happening elsewhere on the Web to the alliance blog.

Itanium solutions Newsletter & twitter

Itanium’s LinkedIn

Our blog work has indeed been cutting edge. We have significantly enhanced and even revitalized the Alliance this year through the cultivation of the blog and the associated social networks and conversations. My hopes and expectations have been more than exceeded in this area.

Joan JacobsPresident and executive directorItanium solutions alliance

the number of alliance twitter followers has grown to include key analysts, press, and other industry heavyweights. By starting and participating in discussions about Itanium on its LinkedIn group, the alliance attracted new members, recruited guest bloggers, and increased participation in its annual awards event. In fact, three of 2009 award “finalists” submitted their application as a result of social media outreach.

Program results metrics have now expanded to include activity generated across the social networks, as well as the number of quality interactions with Itanium stakeholders. In addition to website traffic, the alliance now measures additional audience engagement statistics including blog visits, slideshare and youtube views. this increased engagement, in turn, stimulates more quality contributions across all the social media channels taking the form of blog posts, comments and discussions while also creating a “pull” on alliance content measured via Rss subscribers, twitter followers, LinkedIn group members, newsletter subscribers, and new members to the alliance.

On May 5th 2009, the alliance blog was cited by a major online publication in the server space – the Register, known for its negative slant around the technology. But in an article titled “Itanium: ‘a special cause for optimism’” the publication cited an alliance post that presented positive analyst data in arguably its most balanced coverage in years. Proactive social media outreach made this possible.

Itanium on the Register

For further information or questions:

Jeff Hardison503.546.1009

jeff@mcbru.com

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503.546.1000www.mcbru.com

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