SOCIAL BUSINESS ETIQUETTE GUIDE by Ogilvy & Mather Amsterdam for IBM

Adsarchive » DM » IBM » SOCIAL BUSINESS ETIQUETTE GUIDE

SOCIAL BUSINESS ETIQUETTE GUIDE

Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Henk Nieuwenhuis
Released August 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IBM
Product/Service: IBM SOCIAL SOFTWARE
Agency: OGILVY GROEP NEDERLAND
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: OGILVY GROEP NEDERLAND, Amsterdam, THE NETHERLANDS
Entry URL: http://www.awardsubmission.nl/IBM_Etiquette/
Creative Executive Director: Carl leBlond (Ogilvy Amsterdam)
Creative Director: Henk Nieuwenhuis (Ogilvy Amsterdam)
Senior Art Director: Peter Tromp (Ogilvy Amsterdam)
Creative Director Interactive: Chris Jones (Ogilvy Amsterdam)
Account Manager: Ruben Juninck (Ogilvy Amsterdam)
Senior Copywriter: Jan Kruisheer (Ogilvy Amsterdam)
Online Media Planner: Daan van Rossum (Ogilvy Amsterdam)
Marketing & Strategy Leader: Ronald Velten (IBM)
Market Segment Manager The Netherlands: Yuki Mitsunaga (IBM)
Marketing Demand Programs Mid Market: Akkie Jacobs (IBM)
Marketing Demand Programs Lead Mid-Market: Kirsten Haver Droeze (IBM)
Media placement: Banner - Managementboek.nl - 01-08-2009
Media placement: E-Mail - Database - 01-08-2009

Describe the brief/objective of the direct campaign.
The use of new social media and tools is of growing importance for small businesses. Companies that know how to use mobile phones and the internet well for business perform better. IBM social software can help them to work smarter with these media. But how do you promote the use of IBM social software in the SME market, when managers don’t consider IBM? Instead of being too direct about IBM social software, we had to reach the target audience by interesting them.

Explain why the creative execution was relevant to the product or service.
Social media is booming. And people are concerned about (business) etiquette again. We combined these trends and developed the first Social Business Etiquette guide. How should you behave in chats, blogs or communities? Or use e-mail and SMS properly? We provided answers. To get the guide to the target audience we organised the first online booksigning event in the Netherlands. In the biggest online bookshop for managers. You could order a free copy for yourself or a friend. And have it signed with a personal message you typed yourself. Your text was added to the guide before it was sent.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Social media is booming. And people are concerned about (business) etiquette again. We combined these trends and developed the first Social Business Etiquette guide. How should you behave in chats, blogs or communities? Or use e-mail and SMS properly? We provided answers. To get the guide to the target audience we organised the first online booksigning event in the Netherlands. In the biggest online bookshop for managers. You could order a free copy for yourself or a friend. And have it signed with a personal message you typed yourself. Your text was added to the guide before it was sent. To try for yourself, please use the following link: http://www.awardsubmission.nl/IBM/booksigning_EN/

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Site traffic went up 10 times. Within a short time all guides where ordered with 90% of the people leaving an e-mail address and phone number. The campaign generated lots of free publicity in national newspapers, blogs and relevant websites. IBM was even invited to talk about it on the national business radio channel. An effect way beyond IBM’s expectation. Now it was up to their sales department to follow up the leads… in a proper way.