Case Study: HCL “CIO Straight Talk”

28/03/2014

“Building online communities through thought leadership”

 

Company Profile

HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 6.3 billion. The HCL Enterprise comprises two companies listed in India, HCL Technologies and HCL Infosystems.

Its range of offerings span R&D and Technology Services,Enterprise and Applications Consulting, Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of Technology and Telecom products in India. The HCL team comprises 92,000 professionals of diverse nationalities, operating across 31 countries including 505 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including several IT and Technology majors.

CIO Straight Talk is a Global Thought Leadership program by HCL for discovering ideas that matter.


Challenge

• To create a strong digital presence
• To bolster the reach and have a continuous engagement plan through content on a credible professional platform.

Solutions

• Custom group features like Manager’s choice, video unit, article banners, and text links were utilized …
• Discussion threads on various business-technology subjects including CIO leadership were successfully initiated in the community.
• A unique medium of community engagement with periodic CIO webinars on industry agnostic topics usually contemporary business technology topics were cracked by CIO ST Interactive
• A mix of LinkedIn audience recruitment tools were employed to optimize the program and get the desired response on the marketing dollar spent.

Basically, the entire program was structured into four steps –

 Attracting and recruiting the community members
 Engaging the members
 Optimizing the program
 Capturing and monitoring results

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Results

• The strength of the community reached 5 times of what was decided as a goal
• The engagement picked up significantly with more than 10% of community members participating actively in various micromarketing initiatives like webinars, magazine on special topics big data and mobility to name a few.
• Warm leads were generated


Words by Krishnan Chatterjee, Senior Vice President and Global Head, Strategic Marketing, HCL Technologies

“HCL’s business success has always been premised on building customer relationships that go beyond mere contracts. The CIO Straight Talk community on LinkedIn is an excellent manifestation of this approach to the market – where customers are recognized as practitioner thought leaders whose experience based insights have tremendous community value. The robustness of LinkedIn as a B2B social media platform is aptly demonstrated through this highly engaged, rich content community.”

Words by Apurva Chamaria, Head of Brand & Digital Marketing, Strategic Marketing, HCL Technologies

“This program, through this exclusive CIO community, has set high standards in terms of community engagement and has placed us right amongst the best-in-class in mindshare building and establishing a thought leadership brand in the digital space. Partnering with LinkedIn was key for making this program a success.”

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