Gina Poole and Pam Evans will share insights from the IBM Smarter Planet Campaign and how digital media have played a key role in driving a consistent message adapted to local markets. This will include best practices and a review of the model IBM uses to ensure that its message is relevant, leveraging IBM clients to tell our story and using online behavior and response analytics to improve content, offers and lead generation. Collaboration and social communities played important roles in amplifying this campaign message, the positive image of the brand and the returns from these marketing investments.

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