The Art of Data Storage is the first situational IT talk show in the industry launched by IBM storage in 2019. It aims to invite IBM experts, enterprise-wide customers, partners, media editors and industry leaders to gather together to solve management problems of different data storage, it uses flour as data, processing process refers to data management, and face-to-face discuss the corresponding solutions. The Art of Data Storage means to guide the policy and solution of handling affairs in person. In the form of a series of programs, The Art of Data Storage should be launched in four seasons in 2019, one each quarter. At the meeting, IBM storage experts, industry experts and gourmet were invited to have a lively and interesting exchange and talk with different points of view for different contents. In the program, people laugh at the punch lines continuously, breaking through the previous IT program's traditional and serious mode and asking sharp but funny questions. The content of the program deeply discusses how enterprises in manufacturing, medical, financial and even food industries can make use of IBM's methodology and practical experience, cooperate with the ability of storage solutions, turn data into real and effective productivity, and promote enterprise revenue. In addition to the rich and rigorous content, the program is in the form of interesting conversation. In the real scenes such as family dinner table, noodle shop, Beijing central courtyard, several storage experts and industry tycoons exchange the feelings of life and industry work, and lead to the theme concept and discussion from the natural interview. In different scenes, start from tasting a variety of noodle, experience the processing of different foods, point out the techniques & know-how of making noodles, highlight the differences of techniques while displaying the results, and echo the corresponding relationship between making noodles and IT industry. Flour is like data, making noodles is like data management, different processing methods can bring different values, with "noodles", "process method" is the axis, which brings out the relationship between flour and data, technique and storage management. Guests chat while eating, and talk about IT life and IBM industry vision in a relaxed and pleasant atmosphere. With rich and various interaction, the online live platform brings unique and special experience to the participants, and becomes the biggest highlight of this meeting. According to the broadcast time of the program, such as before the Spring Festival and the Mid Autumn Festival, the live platform is designed to create a happy and joyful sense of vision based on the characteristics of the festival. Through IBM's official website, Youku, Tencent and other video websites, traditional IT media - zhiding.com, bitnet, as well as the advertising of WeChat posting, KOL's own platform, science and technology information app- Zhihu, 36K, Geekpark and other transmission route gather layers of progressive electronic invitation letters to conduct comprehensive promotion and customer invitation for upcoming broadcast. Customers invited to the live broadcast page can participate in the award-winning interactive links related to the festival, and have the opportunity to win the award while maintaining continuous attention to the broadcast. In addition to watching programs and participating in award-winning interactive links, viewers can also download white papers, visit IBM storage Advisor, experience IBM online lab to understand and select IBM customized storage solutions, and instantly experience storage solutions on the web side, so as to quickly identify, evaluate and determine the most suitable storage solution options for specific business needs. After participating in every season's food tasting and IT talk show, guests will not only gain a round belly, but also real stuffs such as key words of successful elements of data management, which will help guests to understand and overcome data management difficulties in a deeper way. It has greatly improved the experience satisfaction of customers, fully demonstrated the practice and exploration level of IBM in storage solutions, made the attendees understand the profound and complex technology, see the real industry and life application through their own experience, and have a deep understanding of the great innovation and breakthrough achievements of IBM enterprises in the digital era. Live shows effectively enhance IBM's influence in the field of storage business, enhance IBM's competitiveness in the cloud management market, generate a strong interest in the enterprise and build trust, thus generating business opportunities.

A few years ago, the investment of enterprise infrastructure was mainly in hardware. The enterprise IT managers only need to add one device to solve most of the problems it faced. Then in today's big data era, technology is driving the industry to change, and enterprise IT managers are facing huge challenges and problems. Therefore, how to simplify the increasing management cost of the old users, how to help them optimize the architecture without too much budget, and how to help them achieve the business development and growth after the optimization of the architecture have become a problem of IT managers. The Art of Data Storage and these enterprise IT managers discuss that under complex global planning, we should formulate the overall IT development strategy, from stimulating the enterprise's current situation thinking, to answering the difficult it problems, and then to extending the discussion to the business level, so as to achieve simultaneous progress. Due to the wide range of IBM storage products, it can meet the data management needs of customers through a variety of combinations, which is flexible and changeable, and the audience is composed of manufacturing, medical, financial and other enterprise level customers, which requires us to explore the program concept packaging, topic elicitation and storage success factors with extra effort. The design of the overall talk show should not only meet the rational needs and customer pain points of industrial and enterprise-wide technology applications, but also consider the relationship between flour and data, techniques and storage management. The idea is to highlight IBM storage software would use a more flexible way (combination of software and hardware) to solve the problems of data storage . "Soft" emphasizes taking software as the core, and "combined" emphasizes the combination of software and hardware. The combination of "soft" and "combined" makes customers in the industry better deal with various problems in data resource management in a more flexible way, so that data and enterprise business can be combined to produce real value. The biggest challenge of this design is how this IT talk show can attract enterprise-wide participants from content to program form. Different enterprise scale, different development process, the complex problems faced by IT managers are also very different, so how can we combine flour and IT through clever packaging of IT talk shows? By calling on IT people to take the "middle way" between the "soft" of data storage software and the "combination" of integrated management planning for the data that they love and hate, what they need is just like processing noodles, with just the right technology, so that they can control it delicately and get its true flavor. In the company of delicious food, face-to-face exchange of the way to control data, every IT person can be touched and inspired by the industry insight, and actively participate in the program, attempt to understand the connotation, experience the personalized customization scheme, etc. to further understand the "combination of soft and hard" of data integration and management in the multi-cloud environment. The three seasons of live programs have different focuses on the content, and the theme has different packaging corresponding to the broadcast time of the program. The Art of Data Storage Season I is to invite gourmets and IT people to the family feast at the time of the Spring Festival. From the round table, we can enrich the experience and skills of making noodles and see the flexible and diverse methods of data storage management. As the first appearance of the series, this season's program content combines IT with food and talks about IT life at dinner. Through sharing the experience of the profession of national bakers, it is emphasized that different techniques and methods (material selection, water proportion, temperature, fire, yeast quantity, technique, skill and strength) should be used for different situations. By participating in the process of making noodles, the guests proposed the corresponding relationship between making noodles and IT, and emphasized IBM's storage products and service system with humorous language and in combination with current buzzwords such as single’s day, Spring Festival, food safety, GDPR / personal information protection, automatic driving, face recognition, through applications in various industries and security risks to mention IBM’s storage products and their service systems. In The Art of Data Storage Season II, the chef is invited to visit the scene in person, to see the different methods of data integration from the technology of different noodle production, and to tell the experience and skills of IBM's long-standing storage in highlighting the craftsmanship. And the participants discussed in-depth the "soft combination" of multiple data integration and management, how to ensure data security in a multi-cloud environment, how to plan data storage strategies in a multi-cloud environment, how to achieve data integration in a multi-cloud environment and other data integration and management issues. On the eve of the Mid Autumn Festival, in The Art of Data Storage Season III, storage experts gather in the Beijing central courtyard, to discuss how to turn data into productivity, so that the large-scale application of AI in the industry can be implemented and enterprise revenue can be promoted. In the program, IT Department of the enterprise has been transformed from auxiliary department to empowerer to reshape the core competitiveness of the enterprise. In AI application, good information infrastructure is needed to make data reliable, visible and available. The IBM AI ladder methodology can help customers build information infrastructure step by step, and help enterprises make progress on the way of AI large-scale application. From the feedback collected after the meeting, we learned that participating in the program enabled customers to learn about IBM's comprehensive storage product line and flexible solutions with multiple combinations according to different needs of the enterprise. The relaxed, humorous and lively conversation form avoids the boring style of IT programs, makes the guests more interested and participate in the interaction, and at the same time expresses more admiration for the innovative image of IBM. Each season's program has distinct theme, vivid content and display form, reach a high participation of guests, and inspired a lot of communication, which can be said to provide a good user value.

On the day of the first season's broadcast, the program was broadcast live through five platforms, with a duration of 30 minutes, generating 68375 times of exposure, 2293 people watched the first program online in real time, and 7143 times of page interaction, including 1915 people actively visiting the IBM storage software online laboratory, 297 times of expert interaction and Q & A, which effectively led 70 people to sign up for the second program. On the day of the second season's broadcast, the 40 minute program generated 5520 exposures, 1630 people watched online in real time, and 1072 page interactions. The program includes 3806 effective access times for online storage software laboratory and 3097 access times for IBM official website. In the more than 80 expert interactive Q & A sessions during the live broadcast, customers' attention to IBM's storage products and technical advantages accounted for 67%, showing strong interest in IBM's storage products and technical advantages. The live broadcast effectively obtained potential customers and strongly supported the growth of SDS. On the day of the third season's broadcast, the 40 minute program generated 8773 exposures, 1655 people watched live programs online in real time, and 2596 page interactions. It brings 439 visits and 37 customized program interactions to IBM online storage software laboratory. As of the first week of the third quarter, the data shows that the average number of participants in each live broadcast in the third quarter is 1400 +. In the third quarter, 605 fans (customers who participated in the first and second quarters) have followed the talk show, accounting for 43%. 34% of the participants are from manufacturing industry, 8.9% from computer industry, and 8.5% from retail industry. Most of their occupations are ITM, ITP, senior management and CIO. 95% of the customers participating in the broadcast are potential customers of IBM storage, 80% of the customers provide diversified and complete contact information and accept IBM's active contact. As of the first week of the third quarter of 2019, the sales conversion rate brought by live broadcast online is 2.5%, generating a total of effective sales leads of $16.6m. With its own live broadcast platform and four media platforms, the program has strong communication effect, causing the peak of IBM storage business consultation, and accumulating 113956 views for IBM official website. This activity helped IBM to achieve excellent results in the dissemination of brand value and brand awareness, further improving IBM's influence in the storage business field, IBM's competitiveness in the cloud management market, and once again enhancing IBM's influence as a market leader.

The Art of Data Storage innovative IT talk show, through the vivid and interesting exchange and conversation between IBM storage experts, IT media and industry leaders, brings different views to everyone, and fully demonstrates IBM's best practice experience and storage solutions in manufacturing, medical and financial industries, and truly shows IBM's storage image and its comprehensive product line to domestic enterprises and the public. The product line promotes people's more scientific, more systematic and deeper understanding of enterprise data management technology. The innovative consciousness of the program has played a very positive role in encouraging other enterprises and the public to play an active role in "breakthrough" spirit and promoting "innovation" in solving problems. From the perspective of IT people from all over the country, the program tells about the special connection between IT people and noodle from their daily life. With the distance from a handful of flour to a bowl of noodles, the professional knowledge of digital transformation is presented intuitively, which reflects the ingenuity of IT architects behind the application of the industry. It is because of such "craftsmanship" and "ingenuity" that IBM has opened a noodle shop, which we can understand the meaning of data management in the cloudy era in seconds by eating noodles and chatting with each other. It also makes more and more enterprises and individuals realize that data management is becoming a key competitiveness in the digital transformation. This program also allows participants to experience the IT Department of the enterprise, which has changed from a supporting role to an enabling role, and is also a key component for the enterprise to reshape its core competitiveness. The overall design of the activity and the program story telling point of view, in essence, is a combination of discussion, dialogue and hands-on experiments to elaborate the relationship between data storage management and enterprise innovation. Through the flexible way to do data integration and management, it will help enterprises to be invincible in the digital transformation, and also help IT practitioners to achieve a breakthrough in their professional boundaries.

A total of 10 managers from IBM participated in and took charge of each activity section. They were respectively project director, live program content packaging, script quality control of each season, live page management, customer invitation, media docking, social media communication and publicity, internal staff interaction, etc. The peripheral team has many professionals from Ogilvy and GPJ. The whole project team carries out detailed discussion, design, optimization and implementation, cooperation around the live program plan, and jointly completes the live marketing activities of each season. In the IBM team, the important full-time participants are: General Director Yang Shuo, manager Chen Lu, manager Ji ran, manager Sun Jingshu, manager Ma Huaiyu, manager Kevin Lee, director of media docking Wang Ran, head of IBM storage software online laboratory Ding Wei, Wang Chao, head of IBM storage advisor Liu Dongsheng, etc.

In the overall design, the reason why the program has attracted much attention and become a hot IT talk show is that in the planning and design of the program, we pay attention to "Client Centric Journey Design", through investigating the most focused issues of IT practitioners in the current market, the competitive situation of the storage market and several appeals of Enterprise Data Center for storage, so as to integrate enterprise customer needs and IBM's product line and its unique advantages, lay a solid foundation for the concept of the overall program content. At the same time, the program form also carried out bold innovation. After investigating such popular programs as Flavor Laboratory and Round Table School and their design elements, the packaging style changed the boring and rigid style of IT programs in the public cognition, and became relaxed, humorous, interesting, more acceptable and impressive, and also gradually deepened the audience's participation in the process of broadcast, the understanding of IBM storage solution, the recognition of IBM's service concept, the acceptance of the fact that enterprises should actively seek change in the digital transformation, promotes consumers' favorable impression, identity and brand stickiness of IBM's brand image. At the same time, it can also let the majority of IT practitioners examine and rethink the changes of their own career and life. According to the different contents of each season, the program builds and decorates the recording environment. Not only in the on-site environment, but also in the content performance, real experience links are interspersed to truly restore the original real scene, so that the guests watching the program can immerse themselves in the program without being bored. For example, in the first season, the special flour master was invited to perform on the spot, and the way he control the flour technique was just like IBM's unique know-how to overcome the data difficulty: the way of soft combination, intelligent acceleration, flexible and open, safe and reliable. The guest chatted about storage and data management in the family feast on the eve of Spring Festival, creating a friendly and warm atmosphere. In addition to watching live programs, audience can also participate in the rich award-winning interactive links of the live platform, such as clicking download keywords, filling in survey questionnaires, filling in feedback forms, participating in Q & A, signing up for offline meetings, etc. to win the special "Best Challenger Award" and "Daily Award". And in the third season, taking Beijing central courtyard as the shooting place, with strong Beijing flavor and rattan drooping corridor, you can taste the delicious moon cake. The recording of the program is one of the guests carrying a box of mooncake. After all seated, he will introduce the ice moon cake to two guests, and the three will start the topic from the large-scale production of moon cake to the industrial application of data, and further discuss how industrial AI will promote enterprise revenue. The creation, content and form of the real scene are completely new, which greatly enhances the experience of the participants and stimulates the active communication of the participants. The live broadcast platform is rich in various interactive links, such as "brocade box" set in the first season, visit to the smart noodle shop, collect the puzzle cards of Mid Autumn Festival, etc. to enhance participants' enthusiasm for participation, thus triggering a large number of repost and attracting more people to pay attention to the live program. After each season's live program, all the participants and non participants are followed up. By sending EDM, they can help them review the program content, provide them with key content knowledge points, continuously cultivate their attention and stickiness to the program, and lay a good audience foundation for the next season's program.

Up to now, the program has completed three seasons of recording and broadcasting on January 22, 2019, April 26, 2019 and August 23, 2019 respectively, with each period taking 40 days from planning to implementation. The program as a whole includes key modules such as video content selection, program packaging design, content script writing, scene building and video recording, online live broadcast platform building, platform interactive creative thinking, multi-channel customer invitation and follow-up, etc. The total cost is about $1431k.

The basic goal of IBM's "The Art of Data Storage" talk show is to continuously establish and strengthen the image of IBM as a good industry leader in the market, and to let the majority of enterprise users further understand that IBM storage has not only a rich product line, but also its application scenarios and product advantages in the digital chapter 2.0 era, as well as flexible and changeable combinations in order to meet different data management needs, enterprises can fully recognize IBM's strong leadership in the industry. Up to now, the live broadcast has been successfully built into a typical IT innovation program, which fully demonstrates the most cutting-edge solutions and best practice experience of IBM. The program also successfully brought more than 100000 users traffic to the official website of IBM, which maximized the publicity and exposure of many excellent customer cases of IBM Spectrum solutions of various products and multiple combinations, star products of IBM storage software, and IBM's Spectrum family (13 kinds of storage software and multiple storage hardware). Let more enterprises and IT practitioners witness and experience the great achievements of IBM storage products, so as to have confidence in IBM's industry leadership and future in this field.