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Digital Influencer Relations bei Fujitsu #SMCMUC 20.10.2014
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Transcript of Digital Influencer Relations bei Fujitsu #SMCMUC 20.10.2014
![Page 1: Digital Influencer Relations bei Fujitsu #SMCMUC 20.10.2014](https://reader034.fdocuments.in/reader034/viewer/2022052621/558b40ded8b42a38668b45d8/html5/thumbnails/1.jpg)
Daniel Klaus
Daniel Klaus Global Marketing Group
@daniel__klaus
Digital Influencer Relation
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Daniel Klaus
Content
The company
Our target audience
The concept
Digital Influencer Project
Digital Influencer Relation
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INTERNAL USE ONLYINTERNAL USE ONLY
The Company
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Daniel Klaus
Fujitsu ?
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Daniel Klaus
We do everything in ICT
PC/Mobile
Services
Networks Software
Servers Approximately
162,000 Fujitsu
colleagues working
with customers in
over 100 countries
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INTERNAL USE ONLYINTERNAL USE ONLY
The Target Audience – B2B
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INTERNAL USE ONLYINTERNAL USE ONLY
Senior IT Executive (CTO, CIO,..) Senior Biz Executive (CEO, CFO,..)
IT Manager IT Professional
Purchasing Manager
Biz Professional (Project Manager)
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Daniel Klaus
Decision-markers now complete
60-70% of the purchase decision
BEFORE they come into direct contact
with the brand
Source: Sirius Decisions 2012
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Daniel Klaus
81% said
word-of-mouth recommendations
influence their purchase decisions
Source: DemandGen report
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Daniel Klaus
Ads / stories
Information & review
Sales
All along the B2B decision-making process
On
line
To
uch
po
ints
O
fflin
e T
ou
ch
po
ints
Banner
Event Sales Rep
White Paper
Blogger
Review
via Google
post
Airport Ad
Awareness Favorability Consideration Conversion
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Daniel Klaus
The Concept
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Daniel Klaus
Digital Influencer concept – what we do
Digital Influencer Relation
Projects
Projects
Projects
2009 2010 2011 2012 2013 2014 2015
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Daniel Klaus
Digital Influencer concept - Projects
Digital Influencer Relation
Projects
Projects
Projects
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Daniel Klaus
Reach (number of fans, followers,…..)
Passio
n &
kn
ow
led
ge o
f a to
pic
/pro
du
ct
Fujitsu Digital Influencer
Digital Influencer
Cele
brity
/
Rocksta
r
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Daniel Klaus
Digital
Influencer
reviews via tasks
Own content
e.g. White Papers
Agency produced
Web page
Produce/Find Hub
Organic
Native advertising &
banner
Distribute/Share
Digital Influencer Project
Via local blogs
SEO
Own media
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Daniel Klaus
The hub: Master Your Business
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Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Badges: awards for bloggers
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Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Extended ranking system:
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Daniel Klaus
Example
Sparkling black, ultra-slim,
robust with magnesium &
aluminum housing and with
super-crisp touch display.
Sophisticated business
Ultrabook.
First things to discover is the
bundled docking station / port
replicator. That really helps to
keep the desk tidy (and I am very
bad at it - so I get all help that I
can) at the office.
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Daniel Klaus
Example
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Daniel Klaus
Positiv !
Example:
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Daniel Klaus
Some Project Results
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Daniel Klaus
Reach
Engage
Convert
Reach
Blog:
Facebook:
Twitter:
Linkedin:
Blogosphere & PR:
Twitter:
Linkedin:
Unique Visits
Projectblog
Browser Chrome:
Safari (in-app):
Android Browser:
IE:
Firefox:
Safari:
Devices Desktop:
Mobile:
Tablet:
Total # of contacts
reached
Page/Visit
Time spent on site
Engagement / rate Social Shares on own
platform
Twitter:
Linkedin:
FB (likes):
Number of page 1
results (Google)
KPI dashboard (summary)
Consider: B2B buying
process
Click on
Product info
Click on Reseller
Locator
NPS
Number of Insider contacts
planning to buy a FJ device Sentiment
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Daniel Klaus
Digital Influencer Relations
Digital Influencer Relation
Projects
Projects
Projects
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Daniel Klaus
Facebook Group: „Direct line to Fujitsu“ for Silver Insiders
Stay in touch
Share preview on
product launches
Q&A with experts
Invitations to Cebit &
local events
…..
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Daniel Klaus
Invitation to events Fujitsu Forum Munich Fujitsu Forum Tokyo Cebit Hannover Local events in the countries
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Daniel Klaus
Stay in touch during the projects
Factory Tour Expert talks Test devices
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Daniel Klaus
Thank you!
Questions?
@daniel__klaus