Case Study: IBM Systems achieves scalable, always-on influencer program and expanded reach with Onalytica

IBM Systems - Customer Case Study

IBM Systems, the hardware-focused business unit of IBM, needed a scalable, always-on influencer program to reach new technical audiences beyond its owned channels and to drive top-of-funnel engagement. To move off ad-hoc, event-only outreach and manual spreadsheets, IBM Systems partnered with Onalytica to identify relevant influencers, prioritize the right topics, and centralize influencer management.

Onalytica supplied influencer identification, network analysis and tracking so IBM Systems could recruit targeted influencers, map their networks, and measure mentions and engagements quarter-over-quarter. With Onalytica’s support IBM Systems ran content collaborations (e.g., Forrester study previews), event coverage (10 influencers at the z15 launch), and SEO-linked content, resulting in increased website traffic, downloads/registrations, backlink-driven search visibility and a measurable rise in topic and brand mentions.

IBM Systems

Ryan Bares

Global Social Programs Lead