Company Uses Video to Build Relationships, Become Trusted Source in Their Industry

Adapted from the original case study written by David Spark, Founder, Spark Media Solutions; edited by Mary Flaherty, Manager, Research and Content Development at RainToday.com

Up until 2010, IT security company Tripwire had a very limited view as to who were the influencers in the information security industry. Prior to the explosion of social media, research firms appeared to have all the influence. While research firms are extremely valuable to the security ecosystem, they're not the only ones who have influence over potential buyers of IT security products.

In reality, these buyers aren't necessarily that tuned in to the security news. They often rely on information and advice from security industry mavens who build their influence and relationships through blogging, podcasting, tweeting, organizing members of the security community, and in-person conversations—often at live events.

If Tripwire were to be part of this ecosystem, they'd have to do the same. And so it did.

With the help of Spark Media Solutions, it launched an integrated marketing campaign for their participation at the RSA Conference. As a result it developed relationships with industry influencers, generated buzz among show attendees, and caught the attention of journalists, who helped spread the word about what Tripwire.

In addition, community-building efforts have resulted in a 50% increase in blog views, a 30% increase in retweets, thousands of views of presentations on Slideshare, and a significant uptick in referral traffic.

Read the complete case study to learn how they did it.