IBM®

IBM has been around a long time—110 years to be exact (they’re old old)—but a lot of people still don’t understand what they make or do. Through digital and social content, @IBM teaches people about everything IBM, from quantum computing, to nanotechnology, to AI (no, they don’t make personal computers anymore, yes their computer won Jeopardy!), all while making sure to show that really, really old global technology corporations can be fun!

IBM Social Design System

IBM’s got a lot of employees, hundreds of thousands in fact. That means a lot of teams with social accounts. But a lot of those social accounts are being run by marketers without social experience, and it was showing.

So we built a totally new IBM social design system (IBM is all about design systems). In conjunction with Brand, we put together a small team of designers to enable global social teams to quickly and easily create social content that didn’t look like screenshots of PowerPoint slides. We rolled out multiple templated design files with dozens of editable options, broken down by content categories, accompanied by an in-depth 41-page guidance document. I know what you’re thinking: “A 41-page guidance document sounds SUPER fun!” I agree.

Think

Think is IBM’s annual, industry-leading tech conference covering everything from hybrid cloud and AI, to blockchain and quantum computing. With Think transitioning to a fully digital event for the first time in 2020, the need for digital and social content increased exponentially. AR experiences, behind-the-scenes content, and session recaps spanned weeks of content for Think2021.

DEI

Diversity and Inclusion has always been a pillar of IBM and there’s arguably no more important place to show that than on social. Utilizing the brand’s Be Equal initiative, throughout the year, we produce and publish a consistent stream of content highlighting diverse employees across all of our channels.

@IBM > @Twitter

2020 was terrible. I think that’s something almost all of us can agree on. So when @twitter asked the world to describe the year in one word, tons of people and brands got involved. We didn’t have a ton of time, but when we did figure out what to say, a lot of people agreed.

History

With a 110 year old company like IBM, there’s obviously going to be a lot of history. And history is something the IBM audience loves—like, really loves. Along with D&I content, history content is something we’re consistently producing.