Sep 22 2009

IBM’s B2B Social Media Case Study


by Andrew DiFiore

One of the featured case studies at last week’s B2B Social Communications event held by the Business Development Institute in New York City was IBM’s use of Social Media, specifically, their YouTube viral video series entitled Mainframe: The Art of the Sale.┬áThe brainchild of comedian Tim Washer, the series started 3 years ago and has since dramatically increase awareness of the company’s mainframe computers not only with IT execs but with college students (the next generation).

The take-away for B2B communicators and marketers: leverage your in-house resources, use “absurdity” to tell your story, and don’t let fear hold you back. You can watch part of Tim Washer’s presentation on 3 Minute AdAge.