The New Way to IPO
In my role at Jive, I’m responsible for the head-spinning job of doing social media marketing for the social business leader. In other words, up until recently, my parents had no idea what I did for a living. But that all changed when I helped market Jive’s IPO.
The core philosophy of our social program at Jive is to Engage Employees, Engage Customers, and Engage the Social Web in order to help accomplish real business objectives. This mantra came to life as we reached a major corporate milestone. I’m always preaching that we should “Jive on Jive,” so I wanted to share with you a brief case study of how we used our own products to accomplish a New Way to IPO.
Marketing Enablement. As you can imagine, an IPO takes lots of internal coordination and collaboration between executives, finance, legal, marketing, etc. It was key to be able to find the people, content and expertise needed to coordinate this important event, so we utilized our own software. Additionally, using out-of-the-box features in Jive, we were able to centralize knowledge and set strict privacy controls. These measures ensured that only key employees and outside legal and financial contractors could discuss and stay updated on the IPO progress.
Executive Communications. During major checkpoints throughout the process, such as filing the S-1, the Jive executive team including our CEO, CFO and Chief Legal Counsel provided key updates to the entire company through their internal blogs. Each post simultaneously reached our 400 employees around the world and enabled them to comment in real-time with any questions or thoughts.
Corporate Culture. Jive wouldn’t be Jive without a little fun. To celebrate listing on the NASDAQ, our internal community manager and designers launched a fresh new theme. This was an easy and fun way for employees around the world to see the impact of the IPO.
Jive Community. At Jive, we know this exciting day wouldn’t have been possible without our awesome customers; therefore, we paid tribute to them on the Jive Community. From the huge thank you banner to showcasing their tweets and videos, we wanted to celebrate with our community. Jive’s CEO Tony Zingale wrote a corporate blog post announcing the news, we had a livestream to the opening ceremony (as well as a YouTube video for those who missed it), and a place for the community to discuss the IPO.
In-Person Event. We also realized that as much as we love doing everything online, there is no replacing face-to-face interactions. Therefore, we invited key community members to be onsite at NASDAQ. They live blogged the event, recorded time capsule video messages, and celebrated with by toasting each other and Jive executives.
Engage The Social Web.
Social Media Monitoring. Throughout the entire IPO process, we used Jive’s social media monitoring application Fathom Pro. This tool enabled us to mine the social Web for corporate mentions; identify key influencers and PR opportunities; and quickly uncover conversations impacting the brand. We were also able to analyze the effectiveness of product campaigns during the quiet period.
Social Media Marketing. Obviously, one of our business objectives was to share and monitor the exciting news; however, this was more than a public relations campaign. We also wanted to bridge the physical and digital worlds so that we could thank and celebrate with our entire ecosystem of employees, customers, partners and investors. Since we couldn’t bring everyone to the Big Apple, we decided to bring it to them. We created a unique Twitter hashtag for the occasion – #jiveipo – and invited folks to join the online conversation. We gathered, moderated, and then displayed tweets on the 7-story NASDAQ building in Times Square. We also had a livestream video display so that people could see themselves appear in Times Square and share it with their social networks. Beyond the marquee, we posted live updates to Facebook, Twitter and LinkedIn that included rich-media like photos and YouTube videos ( Jive Lists on NASDAQ – Opening Ceremony – YouTube).
Obviously, this social effort required the help of all-stars throughout the company including executives, the internal and external community managers, designers and developers, marketers, etc. And as an end-user of Jive since 2007, this was an extremely special day for me personally. I was thrilled to be able to showcase the power of Jive during an awesome event. Comment below with your questions and feedback!