At the CA World conference in Las Vegas last November, the software giant created a new marketing vehicle to get a better read on what the show's 5,000 attendees were thinking about the event and the CA brand. Using Radian6 technology, which specializes in social media monitoring, CA set up a Social listening Operation Center on the show floor. Attendees were encouraged to make comments via a Twitter hashtag (#CAWorld) that was promoted during the event's keynote speech and in printed materials, said Michelle Accardi, VP-Inter-net marketing. Twitter comments ran on a large screen in the middle of the show floor and were streamed on the CA.com and CA World websites. The comments and questions from the crowd were then aggregated and distributed to the appropriate departments at CA. "We saw the amount of discussion around CA and CAs role go up from where we had it tremendously," Miller said.
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