Ettiquette Book - Ogilvy Amsterdam
IBM
Issue 12 | September 2009
Agency
Ogilvy Amsterdam
Creative Team
Executive creative director: Carl le Blond, Copy director: Henk Nieuwenhuis, Senior art director: Peter Tromp, Interactive creative director: Chris Jones
Other Credits
Account Manager: Ruben Juninck
Date
May 2009
Background
In 2009, IBM has been promotion the use of social software to small and medium sized businesses.
Online communities, blogs and wikis are great places to meet, work and trade. But as in the physical world, good (business) manners are essential for success.
Knoqing how to behave online is as important as knowing which knife to use for buttering your bread at a business dinner.
Idea
IBM have solutions for this tricky part of your business life, as, indeed, they have solutions for every other aspect of managing an organisation.
The free guide offered tips and advice about the right ways of doing things online.
Results
Site traffic was up ten times on previous months. All 500 guides of the initial print-run were snapped up with 90% of people leaving an opt-n with their email addresses and phone numbers.
The objective of 380 leads was met in the first two weeks and IBM awarded the project an ‘IBM Global Innovation Award’.
A second edition is now in print with an online application that allows you to have a personal message from the author inscribed.
Our Thoughts
I’m not to sure what to make of this. From the bits provided it all sounds reasonable enough, although I would like to think most of us already know the advice it is trying to give us. Still, good to be reminded not to call workmates after 9pm. Damn - maybe I should have read the whole thing!