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CAMPAIGN NEWS: Vodafone uses social media for business push

Vodafone has embarked on an ambitious social media campaign to engage SME business decision makers in its campaign to smartphones for business use.

Vodafone has partnered with media owner IDG's Amplify-a social media marketing format specially developed for the technology market- to generate buzz about smartphones and get business decision makers involved in conversations about the advantages and disadvantages of adopting smartphones for business use.

IDG publishes 450 websites spanning business technology, consumer technology, digital entertainment and video games worldwide, including seven UK IT websites including CIO, Computerworld UK and PC Advisor.

Using Amplify Vodafone hopes to spark dialogue about its products and services within IDG's communities, with aim over a two-month period to generate over 1,000 tweets from 800 followers of a dedicated Twitter page.

Amplify's ‘conversational ad units' will run on two key UK sites Techworld and PC Advisor. The unit will invite user engagement to a "Question of the Day" poll and after soliciting their opinion invite them to sign into their Twitter account from within the widget. Opinions and votes can then be broadcast out to their own social graph.

Additional ad units will capture real time conversations from Twitter pages and run across the wider IDG TechNetwork. The programme is then be pulled together in two key partner-zones incorporating IDG editorial, real time twitter feeds and showcase Vodafone collateral.

Michele Reale, online account manager Vodafone EBU, Just Media, said the biggest challenge of the campaign was ensuring Vodafone recieved right amount of measurable deliverables, "By integrating the activity on Twitter with the IDG web sites we have given the client the opportunity to achieve both awareness/education and lead generation in a dynamic environment."

As part of a wider social media strategy for business Vodafone aims to develop the Twitter community, keeping this audience engaged to get feedback on other business solutions.

"Partnering with IDG UK to create a fully integrated programme to invite engagement across the business and tech community provided the perfect platform for Vodafone to demonstrate "power to you" across trusted editorial and relevant social media environments" added Rob Walker, business director Vodafone EBU, Just Media.