Challenge

• Mid Market CIOs feel disconnected from IBM: there is a perception that they are engaged exclusively by sales situations
• Peer insight is critical to their job success
• They want better tools to help them sort through the clutter

Approach

• Build centralized assets – “hub” and content
• Extend engagement across social web platforms and internationally
• Integrate traditional touch-points – IBM websites, traditional marketing programs, media & content partners, events – for launch and to drive ongoing engagement

Results

• infoBOOM has amassed members from 72 countries ranging from data analysts to CTOs, CIOs, and CEOs
• Time spent on site: Participants stay within the “hub” on for more than eight minutes
• Site is now available in English, French, Italian, and Dutch with further internationalization planned for 2010