Embed Size (px)
Citation preview
Daniel Klaus
Daniel Klaus Global Marketing Group
@daniel__klaus
Digital Influencer Relation
Daniel Klaus
Content
The company
Our target audience
The concept
Digital Influencer Project
Digital Influencer Relation
INTERNAL USE ONLYINTERNAL USE ONLY
The Company
Daniel Klaus
Fujitsu ?
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
INTERNAL USE ONLYINTERNAL USE ONLY
The Target Audience – B2B
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)
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
Daniel Klaus
81% said
word-of-mouth recommendations
influence their purchase decisions
Source: DemandGen report
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
Daniel Klaus
The Concept
Daniel Klaus
Digital Influencer concept – what we do
Digital Influencer Relation
Projects
Projects
Projects
2009 2010 2011 2012 2013 2014 2015
Daniel Klaus
Digital Influencer concept - Projects
Digital Influencer Relation
Projects
Projects
Projects
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
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
Daniel Klaus
The hub: Master Your Business
Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Badges: awards for bloggers
Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Extended ranking system:
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.
Daniel Klaus
Example
Daniel Klaus
Positiv !
Example:
Daniel Klaus
Some Project Results
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
Daniel Klaus
Digital Influencer Relations
Digital Influencer Relation
Projects
Projects
Projects
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
…..
Daniel Klaus
Invitation to events Fujitsu Forum Munich Fujitsu Forum Tokyo Cebit Hannover Local events in the countries
Daniel Klaus
Stay in touch during the projects
Factory Tour Expert talks Test devices
Daniel Klaus
Thank you!
Questions?
@daniel__klaus
