IRISTools | Digital Marketing

Oracle

Expanding the community into new territories
Oracle

Oracle Corporation (NASDAQ:ORCL) is headquartered in Redwood City, California, USA. It specializes in the development and commercialization of enterprise hardware and software systems (B2B). It employs 115,000 people and has annual revenues of US$37 billion.

Oracle Technology Network is the community of database admins/developers, system admins/developers, and architects using Oracle products. They access technical information and new capabilities, and exchange knowledge in their publications.

Difficulties:
The lack of a network of collaborators to generate specialized technical contents in Latin America.
Big cultural gap to be handled from USA.
Approval of technical contents, in Spanish and Portuguese.

Main goals:
Growing the community of developers using Oracle products in Latin America.
Publishing more and better contents that would attract new audiences.
Deploying an online platform to make delivery easier.

The solution:
Integrating the organization’s areas and the existing online and offline communities.
Generating loyalty among technology experts by making them brand and product ambassadors.
Incorporating the users’ desires to the content marketing plan, by delivering the content that’s most suited to their searches.

Main gains:
(Steady annual average for 3 years)

+57%
Visits to websites

+13%
New registered members

+35%
Contents generated

cma-silver
 

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