B2B Tech Social Launch Campaign

This project was a part of a larger initiative to rebrand the entire worldwide commerce unit at IBM. The social strategy played a critical role in making the transition known –informing and educating clients and prospects across Twitter, Facebook and LinkedIn channels.

The announcement was to take place during World of Watson in Las Vegas and my plan encompassed unique social activities and support before, during and after the event.

To ensure the plan would work, I needed to understand the Watson brand in more depth. I met with social leads on the Watson and corporate brand team for positioning messaging guidelines. Then, I worked across my social team counterparts and global teams –product and portfolio managers, marketers, PR, etc. to develop goals aimed to support and drive business results.

The strategy I developed leveraged owned, earned and some paid tactics –providing a roadmap for support and activities focused on engagement and education. This was an exciting opportunity to work with Watson and test new approaches on our social channels.

And so, Cognitive College was born.

The idea behind Cognitive College was a way to educate social audiences on artificial intelligence (AI) and its application in commerce. The program was designed with the goal of converting social audiences to early adopters and brand evangelists. Engaging with our influncer programs added industry thought leadership and led to increased awareness and engagement with our content.

In the end, the social launch of IBM Watson Commerce was a success. It was so rewarding to see the hard work pay off. Not only did our team surpass event goals by 155%, the collaboration between internal teams strengthened.

Skills used to complete this project:

  • Strategic planning
  • Influencer relations
  • Leadership
  • Event planning and promotion
  • Presentation design
  • Virtual Cross-team collaboration and communication   

Sample strategy deck available upon request: emilysmayy@gmail.com.