INSIGHT: B2B work 1 T
he Incisive team at Computing created a programme called the ‘History of IT’ to mark both 40
years of IT, and the 40th anniversary of
Computing magazine. The programme was sponsored by Intel, which was looking for engagement, and social reach through thought-leadership and content creation. The campaign centred on an interactive timeline (right and at historyofit.
computing.co.uk), celebrating the key IT events of the last 40 years and some fun future predictions. Users voted for their favourite moments
by tweeting their votes, engaging users and spreading the word at the same time. Alongside this, an animated info-
graphic video, which was made to launch the campaign at the UK IT Awards in November 2013, requested attendees to kick-off the event by voting. Each vote enlarged the graphic on the timeline showing visually which IT events were
making innovation
To ensure they stay relevant to their readers and clients, many B2B media owners are using innovative partnerships and strategies which are changing the face of B2B media. B2B Syndicate profiles three dynamic innovative business media owners. In each case, the media owner created value and revenue by extending their content and brand to a new platform, partnership, or process. All are good examples of innovation and, more importantly, the kind of strategy all business media need to ensure is part of their daily focus.
INCISIVE’S COMPUTING AND THE HISTORY OF IT
the most popular, which was mirrored across the Computing and Intel sites. “We wanted to engage readers in a
Tom Wright, Computing’s publisher
fipp.com
new and innovative way, and we did that through this interactive timeline,” said Stuart Dommett, UK business marketing manager at Intel. “The last 40 years were filled with great innovations from Intel and the industry; it was fantastic to see those innovations shared via social media.” Tom Wright, Computing’s publisher added: “The timeline struck a chord with our readers, prompting personal memories of huge impact and inspiring events like the launch of the Sinclair Spectrum – which was many a CIO’s first computer, and the birth of the worldwide web, before moving on to modern megatrends and a light-hearted look at the far future. “And by using social media, we were able to spread the net wide and generate engagement at scale for our sponsor Intel, drawing on both brands’ long histories”. The programme generated more than 4,200 combined votes across the Computing and Intel sites, as well as 334 tweets with #historyofit, and reached 73,159 Twitter accounts. In addition, the programme earned Incisive an award for the “Best B2B Social Media Campaign, Best Technology Social Media Campaign” at the Internet Advertising Competition from the Web Marketing Association.
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