MASTER YOUR AUDIENCE INTELLIGENCE
Task
As part of its drive to deliver high-impact, insight-led experiences, IBM partnered with Turba Media to deepen its understanding of audience behaviour surrounding the IBM Think Singapore conference. The goal was to harness the power of real-time social listening and AI analytics to surface meaningful audience insights—before, during, and after the event—and to use those insights to inform strategy, engagement, and reporting.
Challenge
IBM wanted to move beyond traditional event KPIs and gain a more nuanced picture of how audiences were interacting with the event content, speakers, and themes. The team needed to monitor online sentiment and conversations in real time, identify emerging topics that resonated with attendees, and gather feedback at scale. The challenge lay in not only collecting this information, but also transforming it into actionable intelligence that could shape both current and future event strategies.
Approach
Turba Media developed a comprehensive, three-phase approach.
• Before the event, Turba conducted baseline audience research and mapped influential voices and communities likely to engage with Think Singapore.
• During the conference, real-time social listening tools tracked sentiment, engagement, and emerging discussion themes across platforms like Facebook, Instagram, X (Twitter), and key industry blogs.
• After the event, AI-powered analytics synthesised the data into a clear, cohesive report that highlighted audience behaviour, content engagement, and shifts in interest. The resulting insights helped IBM make timely decisions and provided lasting value beyond the event itself.
Results
Utilising Turba Media tech, IBM was able to monitor live audience sentiment across multiple platforms and uncover content topics that sparked genuine engagement. These insights were instrumental in refining editorial direction for upcoming events and improving audience segmentation for future outreach. The final report not only provided a detailed post-event narrative, but also aligned internal teams with real-time audience priorities.
