Learn how McBru launch an online community with multiple channels for the Itanium Solutions Alliance.

1. Case study
Itanium solutions alliance
social Media

2. Summary
The Itanium® Solutions Alliance, formed in 2005, is a global community of
hardware, operating system and application vendors dedicated to accelerating
the adoption and ongoing development of Intel® Itanium-based solutions.
Traditionally, the Alliance has focused its PR strategy on cultivating media
relations; mining editorial, speaking, and awards calendars; and promoting an
annual awards event. After taking the reins of the Alliance’s communications
strategy in 2008, McBru added a multi-faceted social media effort that has
achieved success across a broad range of touch points not available just a
few years ago. The agency used social media to expand discussion around
the Itanium architecture, boost effectiveness of influencer relations, improve
key audience engagement and contribution metrics, increase participation
in Alliance marketing programs, and grow membership in the Alliance.
Research & Planning
the first step was to assess the
unused potential in the new
social media landscape. While the
alliance already had a website and
rudimentary blog, McBru directed
an overhaul of the blog to make it an
integral part of its online community
and developed a plan to recruit a
new pool of dedicated and guest
bloggers from alliance member
companies. after finding that the
target audience was starting to use
Itanium Blog
other social media, the agency began
engaging key networks – starting an account on twitter and a group on LinkedIn – to
expand the reach of alliance content and facilitate a dialogue with Itanium stakeholders.
Execution
McBru collaborated with the alliance’s technical resources to re-design and re-
launch the blog using a leading, open platform. the agency then recruited, trained
and managed subject experts from alliance member companies to expand the range of

3. topics covered and drive up the frequency
of posts and comments. a renewed focus
on useful technical posts served to balance
the industry news and business subjects and
encourage dialogue.
On twitter the alliance set out to grow its
followers to include key influencers in the
space. during a four-city press tour, McBru
tweeted live updates from the road, offering
visibility to tour momentum and success.
On LinkedIn the alliance initiated focused
discussions with the core audience in
its group and also joined other groups to
follow related topics and introduce alliance
programs where appropriate. McBru also
integrated other social networks including
slideshare and youtube to house and serve
new and existing presentations and video
assets. Itanium solutions Newsletter & twitter
together, these channels formed a “social syndication network” whereby the sum total
of alliance engagement and contribution is measured as a whole. Wherever possible,
McBru creatively repurposed every new piece of alliance content in order to leverage its
value across all relevant channels, increasing exposure and allowing the target audience
members to receive the information in their preferred formats.
Results
Bolstered by the contribution of many new
bloggers from within the ecosystem, the
blog’s readership and subscriber list have
grown dramatically as system architects offer
development tips and tools; and as industry
experts weigh in on Itanium’s position in a
very competitive landscape. active outreach
has shifted Itanium debates and discussions
happening elsewhere on the Web to the Itanium’s LinkedIn
alliance blog.

4. the number of alliance twitter followers
has grown to include key analysts, press,
and other industry heavyweights. By
starting and participating in discussions
about Itanium on its LinkedIn group,
the alliance attracted new members,
recruited guest bloggers, and increased
participation in its annual awards event.
In fact, three of 2009 award “finalists”
submitted their application as a result
Itanium on the Register
of social media outreach.
Program results metrics have now expanded to include activity generated across the
social networks, as well as the number of quality interactions with Itanium stakeholders.
In addition to website traffic, the alliance now measures additional audience engagement
statistics including blog visits, slideshare and youtube views. this increased engagement,
in turn, stimulates more quality contributions across all the social media channels
taking the form of blog posts, comments and discussions while also creating a “pull”
on alliance content measured via Rss subscribers, twitter followers, LinkedIn group
members, newsletter subscribers, and new members to the alliance.
On May 5th 2009, the alliance blog was cited by a major online publication in the server
space – the Register, known for its negative slant around the technology. But in an article
titled “Itanium: ‘a special cause for optimism’” the publication cited an alliance post
that presented positive analyst data in arguably its most balanced coverage in years.
Proactive social media outreach made this possible.
Our blog work has indeed been cutting edge. We have
significantly enhanced and even revitalized the Alliance this
year through the cultivation of the blog and the associated
social networks and conversations. My hopes and expectations
have been more than exceeded in this area.
Joan Jacobs
President and executive director
Itanium solutions alliance

5. For further information or questions:
Jeff Hardison
503.546.1009
jeff@mcbru.com
CONtaCt us
5331 s.W. Macadam ave, suite 220
Portland, OR 97239
503.546.1000
www.mcbru.com