Past Winners

Forrester Groundswell Awards: Energizing

UNLEASH 2009, the Mediasite User Conference: Energizing Users On-site and Online

By Sonic Foundry

A campaign to increase conference attendance in the midst of the worst economic crisis since the Great Depression, coupled with a proliferation of travel bans, budget constraints and an all-out assault on corporate meetings. Not to mention a flat marketing budget.

Why care about conference attendance at a time like this? Because we're in an emerging market and our customers are clamoring to hear from each other (and us) to make them more efficient/productive/knowledgeable. This award submission outlines the campaign Sonic Foundry built based on a heavy rotation of online video, customer testimonials, webcasting and – for the first time – social media.

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(31 votes)
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The CA “Adventures in IT” Web Experience

By CA, Inc

CA added a new, unique, and memorable Interactive Web & Viral component to its presence in the virtual world of the web. The goal: expand awareness of CA in the marketplace and demonstrate the breadth of solutions CA has to offer. We believed this new tone & persona – more relatable to a changing IT demographic – would help sell enterprise IT solutions. The creative objective: present CA as a superhero in the persona of “CA Man”, who teams up with sidekick “IT Guy” (our CA customer), and together solve enterprise problems by deploying CA solutions.

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(8 votes)
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Web & Social Media at Impact 2009 Conference

By IBM Corporation

Social Media, integrated w/traditional marketing & web 1.0, played a key role in IBM’s major client event, Impact, contributing to these business goals: drive registration, enhance event experience & nurture leads.

To drive registration, we boosted traditional means (emails, promos...) w/video email, Twitter, Blog & Linked in promos & a web site w/social media portal. WOM extended our reach: Clients & partners pumped up their peers to attend thru viral videos and Bloggers & Twitterers inspired their readers & followers.

At Impact, Social Media enhanced attendee experience. Networking, surveys & paper notification got social media boost w/EventVue, Tweet Ups, instant twitter feedback & updates via #ibmimpact. Social Media game injected fun. Attendees valued interacting w/SMEs: Innov8 SME at Blogference, 10 tracks on social media, & at the social media peds.

After Impact, Twitter, You Tube, widgets & communities help extend reach & nurture leads. Follow-on events use viral videos of clients & BPs touting IBM’s Smart Work. A guide on web & social media best practices based on Impact experience helped design these events.

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Energizing Engineers at NIWeek

By National Instruments

National Instruments transforms the way engineers and scientists around the world design and deploy systems. Often deemed the "Home Depot for Engineers," NI offers a wide-variety of hardware and software products to empower technology leaders working on applications ranging from LEGO MINDSTORMS NXT software to hardware for the CERN supercollider.

Annually, we host the industry's premier technical conference called NIWeek for 3,000 of the world’s brightest engineers, scientists and educators. Despite the downturn in the economy, we had record attendance at this year’s event in August. We understood that the people in attendance were our most loyal user base; therefore, we had the opportunity to ENERGIZE and “supercharge the power of their word-of-mouth” as we released new products.

By bridging our online community and social media efforts with the real-world enthusiasm of our rabid user base, we successfully drove sales, obtained valuable product feedback, increased awareness and loyalty, and improved self-support.

View our entry to see how the strategic P.O.S.T. framework helped transform our business and improve our relationship with our customers.

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(15 votes)
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SAP EcoHub - Solution Marketplace for SAP and Partners

By SAP AG

SAP EcoHub is an online marketplace allowing customers to discover, evaluate and buy solutions, and to engage partners to deploy solutions offered by the SAP ecosystem. For SAP partners who market their offerings on the SAP EcoHub, their product or service offering is assigned a storefront. Unlike traditional online marketplaces, the SAP EcoHub storefront aggregates the full scope of the SAP ecosystem of customers and partners and brings to one place a combination of "traditional" content i.e. customer success stories, reference customers, online demos, solution briefs and technical specification with community-powered Web 2.0 contributions, input and perspectives.

Storefront owners (partners) also have the ability to identify and pull in relevant links from SAP's 1.7 million member SAP Community Network (SCN) forums that are related to their product offering. All of these new experiences on SAP EcoHub leads to more awareness, new leads and shorter sales cycles energizing sales for SAP and partners.

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