content cph — b2b seminar 1. juli 2014

#contentb2bPART OF THE IN2MEDIA-GROUP

Den administrerende direktør har været “social” lige siden golf-klubbens oprindelse

#contentb2b

https://www.youtube.com/watch?v=2wTE3k0GqTg“How to become a customer company” (Salesforce video)

PETER SVARRE - B2B NOT SO DIFFERENT

MARK REES - LINKEDIN

NIKOLAJ BOSERUP - STRATEGIC THOUGHTS

MIKKEL NYBO - CONTENT2COMMERCE

#contentb2b

PART OF THE IN2MEDIA-GROUP

B2B SEMINAR

B2B NOT SO DIFFERENT…

#contentb2b

Peter Svarre!!TDC, Danske Bank, Pandora, BRF Kredit, Danske Spil, DT Group, Saxo Bank, Novo Nordisk, United bank of Switzerland, Nike, Carlsberg!

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

The World of Social Media

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

CanonWikipedia

Facebook

DPreview

EDB priser

Twitter

#contentb2b

MEN HVAD MED B2B?

Accounting Software

#contentb2b

Accounting Software

Facebook

#contentb2b

Accounting Software

Google

Facebook

#contentb2b

Accounting Software

Google

Facebook

amino.dk

#contentb2b

Accounting Software

Google

Facebook

amino.dk

Morten Lund

#contentb2b

Accounting Software

Google

Facebook

amino.dk

Morten Lund

StartupNetwork

#contentb2b

Accounting Software

Google

Facebook

amino.dk

Morten Lund

StartupNetwork

#contentb2b

Accounting Software

Google

Facebook

amino.dk

Morten Lund

StartupNetwork

#contentb2b

Accounting Software

Google

Facebook

amino.dk

Morten Lund

StartupNetwork

#contentb2b

THE PRINCIPLES ARE THE SAME

#contentb2b

THE PLATFORMS ARE DIFFERENT

#contentb2b

CHOOSE THE RIGHT PLATFORMS

LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT

#contentb2b

Nobody talks about pumps!

#contentb2b

But they talk about energy!#contentb2b

GrundfosWikipedia

Expert communities

Expert portals

Mobile Apps

Twitter

LISTEN, TALK& BE INTERESTING

CREATE INVOLVEMENT

BE TRANSPARENT

#contentb2b

• 17.000 internal blogs • 100.000 employees use internal blogs • Over 70.000 employees use SocialBlue (a type of Facebook for

IBM-employees) • Thousands of IBM-employees on Twitter • Thousands of external bloggers • About 200.000 employees on LinkedIn • Up to 500.000 external and internal participants in the company’s

so-called “innovation-jams“ • 50.000 employees and former employees in alumni-networks on

Facebook and LinkedIn

#contentb2b

Businesses are made of people

Potentialet for sociale medier er langt større i B2B end i B2C

Let’s get inspired…

#contentb2b

Questions?

(for slides, connect on twitter: @ContentCph)

Thank you

B2B SEMINAR

#contentb2b

Mark Rees!!Samsung, GN Resound, Louis Nielsen, Troldekugler, Ecco, Kulturstyrelsen, Leo Pharma, TDC!

#contentb2b

RECRUITMENT KNOWLEDGE MARKETING& SALES

#contentb2b

RECRUITMENT

#contentb2b

HR-manager: Talent search

+InMail

Organization-wide: Engaging company page

+Engaged employee profiles

Active

Attraction Attraction

Passive

Active

#contentb2b

KNOWLEDGE

#contentb2b

SlideshareGroups Pulse Influencers

Newsfeed

#contentb2b

Thought Leadership

#contentb2b

MARKETING & SALES

#contentb2b

Extend reach through social

sharing

Publish contentin a relevant

context

Target with effective accuracy

MARKETING

Find Approach Engage

#contentb2b

Display-adsInMailSocial-ads

(Employee posts)Content-ads(Promoted posts)

Possibilities, possibilities, possibilities

#contentb2b

COMPANY PAGES

• Posted relevant updates + Ran targeted LinkedIn display ads

• Company page Followers grew from 500 to 13,000+ in 3 months !

• 81% of Followers engage exclusively on LinkedIn !

• LinkedIn Followers are 42% more likely to engage with EUREX and 43% more likely to recommend to a friend.

#contentb2b

HEWLETT PACKARDThe first company to hit 1,000,000 Followers for a Company Page. They also set up a specific Discussion Group to attract small bus inesses that has 5 ,500+ members; 75% who actively engage in discussions and who are 2X more likely to recommend HP.

http://youtu.be/tUvETDjsS38

BEST PRACTICE

#contentb2b

PHILIPS HEALTHCARE Wanted to increase the credibility of their products among top professionals. !• 90,000 followers to their Group, which has gained

over 11.000 discussions since its creation.

• Six popular subgroups have since been created !

• Moderation responsibilities of their MD and Chief Medical Officer, among a wider team of staff. !

• L inked In Company page : 250 ,000 company subscribers.

#contentb2b

Citi worked with LinkedIn to launch Connect : Profess iona l Women 's Network !Discussions among the over 320,000-person -strong group are user -generated and include video, news and polls.

BEST PRACTICE

#contentb2b

DOCUSIGN

InMail targeted by geographic area, company size and job title for a 6-month lead-generation campaign. !Sa les rose +45% from 550 participants before the LinkedIn effort, to more than 800 after. !!

InMail

#contentb2b

VESTAS

• 50 targeted companies, with each their own custom campaign site — over 400.000 employees reached. !

• 600 custom-wrapped issues of Businessweek-magazine.

• Individually customized LinkedIn InMails to 657 executives among the 50 companies.

http://video.vestas.com/video/3940373/energy-transparency-campaign

“We believed that tapping into a well-established network with LinkedIn would give us more bang for our buck than traditional marketing methods.”– Morten Kamp Jørgensen, Director, Vestas

Display-ads

BEST PRACTICE

InMail

#contentb2b

Sure, but on ?

#contentb2b

InMail:“We’re all excited for you about the new gig!To show this, we’re hooking you up with a complimentary pair of Fruit of the Loom.Because great-fitting underwear can help you start your workday in a great mood.”

CREATIVESTRATEGICCAMPAIGNS

InMail

LinkedIn APIs

#contentb2b

CREATIVESTRATEGIC

CAMPAIGNS

nametaganalyzer.com

LinkedIn APIs

#contentb2b

CREATIVESTRATEGIC

CAMPAIGNS

nametaganalyzer.com

LinkedIn APIs

#contentb2b

Entertainmentvalue

Utilityvalue

#contentb2b

Always think in one of these aspects:

EntertainmentUtility Prestige

PUBLISHING CONTENT

#contentb2b

Questions?

Thank you

B2B SEMINAR

B2B SOCIAL SEO IMPACT

#contentb2b

Martino d’Apuzzo!!Expedia.com, The Vatican, Volkswagen, Alka, Alm. Brand, GF, Ford, Aller, Danske Bank, Falck, RD, Startours, Audi, BRF Kredit!

#contentb2b

Behavioral changes in purchase

Research & engagement

Consideration & Compare

Purchase

SEO - 85 %

SEO – 50 %

SEO – 25 %

ADWORDS – 15 %

ADWORDS – 50 %

ADWORDS – 75 %

80 % TRAFFIC SHARE

18 % TRAFFIC SHARE

2 % TRAFFIC SHARE

#contentb2b

Click-rates on Page 1 - Google

Sammenlignet med #8 #9 eller #10 giver en 3. position 4 gange mere trafik

Traffic distribution - Google Ranking

6 % 3 %

Sammenlignet med #8 #9 eller #10 giver en 1. position 13 gange mere trafik

#contentb2b

What does SEO consist of?

Side titler

Indhold

Overskrifter

Billeder

Interne links

Domain Setup

Server Setup

Load time

WWW resolve

Facebook

Google plus

Twitter

Forums

PLATFORM

Fundament Vigtigt Meget vigtigt Fremtidens SEO

LINKS SOCIAL INDHOLD

1996 - nu 1998 - nu 2012 - ?

One way links

Link claiming

Ref. Domains

Relevance

#contentb2b

Google ranking factors

Eksterne faktorer – 65 % af Google nuværende faktorer for at ranke en

webside højt er eksterne parametre

Interne faktorer – 27 % af Google faktorer for at ranke et website højt er

interne parametre, som, for det meste, kan optimeres

Sociale medier – Sociale medier får en større betydning fremover

#contentb2b

Some quick facts…

The analysis of 10,000 keywords has led to: 30,000 SERPs (search engine result pages) 300,000 titles, descriptions, URLs, etc. Approx. 150 GB of data Approx. 600,000 AdSense blocks Approx. 5,300,000,000 back-links Approx. 4,150,000,000 Facebook shares Approx. 12,950,000,000 Facebook likes Approx. 600,000,000 Facebook comments Approx. 1,000,000,000 tweets Approx. 330,000,000 Google plus ones Approx. 14,500,000 Pins

#contentb2b

Facebook total

We show here a correlation of the summary of all Facebook metrics (shares, likes and comments) for the factor "Facebook total" which has ‒ as an aggregate of all factors ‒ the highest correlation and by far the highest average result on the y-axis when compared to the Google rank (x-axis) within the social area.

#contentb2b

Twitter

The average number of tweets from the Twitter network ‒ which is more of an information aggregator than a social network ‒ is in relation to the Google rank of the relevant URL already well below the figures for Facebook's signals. Even here, the correlation with rankings is clearly visible.

#contentb2b

Pins ‒ i.e. signals from the Pinterest network, which allows members to "pin" content, mainly in the form of images to their so-called pinboards ‒ are comparatively rare as a social signal per website and ranking. However, even here the distribution reflects a fairly good correlation.

#contentb2b

Google+

Of particular interest in the analysis of Ranking Factors for the search engine Google is clearly the correlation of signals from the company's own Google+ social network, which has seen an enormous growth in users and activity over the past few months. Even on a qualitative level, Google+ signals seem to correlate well with top search result rankings. In 2013, plus ones show the highest correlation with good rankings.

#contentb2b

Google going social

#contentb2b

Samsung Facebook - always on

Always-on igangsættes på Samsung i DK

Synligheden i Google steget med

15 % i perioden

#contentb2b

Case: Spies - Youtube

Fra 12.410 til 15.236 = 23 % stigning i SEO Synlighed

#contentb2b

16.365 – 19.718 = 20 % stigning i SEO Synlighed

Case: Spies - Youtube

Case: Mercedes-Benz

#contentb2b

Questions?

Thank you

B2B SEMINAR

THOUGHTS ON STRATEGY

#contentb2b

Nikolaj Boserup!!Samsung, Troldekugler, GN Resound, Landbrug Fødevarer, Louis Nielsen, Ecco!

64 %Producing enough content

Producing the kind of content that engages

Producing a variety of content

Lack of budget

Inability to measure content effectiveness

Lack of knowledge, training and resources

Lack of integration across marketing

Lack of buy-in/vision

Finding talent

INTERNALLY, CREATING RELEVANT, INTEGRATED CONTENT IS A CHALLENGE FOR MOST BRANDS

of marketers say that their biggest challenge with content is "creating original content" and that they don't have enough time to do it

of marketers do not have a documented content strategy.

THINK LIKE A MEDIA COMPANY

Brand interests

Targetgroup interests

THIS SHIFT REQUIRES A SHIFT IN CULTURE, BUSINESS AND OPERATIONS

A social business strategy is a documented plan of action that helps evolve and transform the thinking of an organization bridging internal and external social initiatives resulting in collaborative connections, a more social organization and shared value for all stakeholders (customers, partners, and employees).

“”

Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.

DELIVERING VALUE ACROSS THE ENTIRE BUSINESS ECOSYSTEM

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORT HELPFUL CONTENT

EMPLOYEE ADVOCACY CUSTOMER ADVOCACY SALES/REVENUEPRODUCT FEEDBACK

THE SOCIAL BUSINESS!INTERNAL!(employees, partners)!

EXTERNAL !(customers, partners, media)!

ration

Social

SOCIAL MEDIA STRATEGY

Social Narrative development

Social Channel Strategy

Participatory Storytelling

Content Performance &

Analysis

The operational framework

Develop a story that breaks through the clutter, is

relevant to a specific audience and delivers brand value.

Deliver a robust, global social media channel strategy based

on audience segmentation and platform capability and

functionality

Build your content supply chain and mobilize brand

advocates (internal & external) to participate and

tell the brand story.

Build an analytics infrastructure that tracks

content through the lifecycle and informs present and

future and content creation.

1 2 3 4

Analysis

functionality

1 2 3 4

NARRATIVE DEVELOPMENT

Key inputs

Collaborative workshop Analysis & brainstorm

Brand positioning

Social Graph

Customer segmentation data

Brand perceptions

Search behavior

Historical content performance

Social Narrative

A story that breaks through the clutter, is relevant to a specific audience and delivers brand value.

EDITORIAL FRAMEWORK DEVELOPMENT

Social brand narrative

Content Themes

Real-time content based on trends

Event / campaign based content

Brand specific content

Lifestyle content

Third party articles

Customer stories

The brand is the story

The brand is a character in a story

The brand comments on a story

Analysis

functionality

1 2 3 4

CHANNEL STRATEGYAlign channels with content themes. Prioritize and map storytelling initiatives to specific digital

channels based on audience segmentation, scorecard results and brand priorities.

Real-time content based on trends

Event / campaign

based content

Brand specific content

Lifestyle content

Third party

articles

Costumer stories

+++ ++

Social

Earned

CONTENT CREATION / CURATIONDeliver content creation and curation models for distribution

and amplification.

A B C D

Editorial Framework

Content Creation

Content Curation

Content Co-creation

- Social content narrative !

- Frequency of content distribution !

- Content and channel mapping

- Aligning internal resources for content creation !

- Formalize content library !

- Coordination with internal stakeholders

- Identifying 3rd party, trusted media properties !

- Ensure alignment with editorial framework !

- Use 3rd party technology

- Creating partnerships and user communities !

- Ensure alignment with editorial framework !

- Use 3rd party technology & coordinate

Distribution & amblification

BUILD CONVERGED MEDIA MODELSIntegrate paid, earned, shared and owned media based on brand priorities and/or

content performance benchmarks.

Content Performance Benchmarks

Brand Priorities & Strategic Initiatives

PROMOTE BRANDED CONTENT IN FACEBOOK, TWITTER, LINKEDIN AND YOUTUBE

INTEGRATE ALL PRODUCT RELATED CONTENT WITH PAID MEDIA PROMOTION

DISTRIBUTE ALL LONG FORM CONTENT AND VIDEO CONTENT INTO PAID MEDIA

Promote post

Benchmarks

Analysis

functionality

1 2 3 4

PARTICIPATORY STORYTELLING = ADVOCACY PROGRAMMING

Brand Journalism Employee amplification

Analysis

functionality

1 2 3 4

MEASURE AND ITERATEBuild an analytics infrastructure that identifies performance benchmarks and

improves content over time.

6x 3x 100% More Pageviews

More Products sales

Increase in Clickthrough Rate

In target group: a 32% lift in Brand awareness compared with just a 21% lift when running Paid Media Alone.

In target group: a 42% increase in promoters among fans compared to non-fans.

Analysis

functionality

1 2 3 4

OPERATIONAL FRAMEWORKBuild a newsroom organization by identifying roles/responsibilities for internal stakeholders

and agency partners.

Responsebilities

Build digital, social and content capabilities and

innovation (tech workflows etc.) Support resourcing

and standardization.

Leads digital, social and content capability:

Resources and standard supply

Content strategy, creative and media inputs. !

Community & brand engagement !

Converged media buying and direction.

Leads community outreach, contributes to brand

strategy, analytics and content publishing

Develops brand narrative, leads content strategy and

development

Develops brand narrative for large scale creative

production

Leads media planning and buying

Consumer insights research !Brand creative direction !

Large scale content production (TV, advertising,

Creative content direction !Content creation and

production !Content publishing !

Converged media planning

Media Strategy !Media buying

Content/community manager

Content (PR, Social)

Advertising Media

Brand Agency

SOCIAL NARRATIVE

DEVELOPEMNTEDITORIAL

FRAMEWORKINTERNAL

ADOPTION AND TRAINING

Workshop 2

Development of themes & content roadmap for securing the ambition and a appropriate channel strategy is developed.

Securing internal adoption and educating the organization to the appropriate level of expertise. Division of roles and responsibilities.

Training

PLAYBOOK

Every aspect of the plan, social narrative and best practices are collection in a social media brand strategy.

INSIGHTS

Industry best case Brand positioning Costumer segmentation Social graph Search analysis Brand perception Content performance test

BUSINESS OBJECTIVES

How can and should social add value and support our business objectives and what are our ambition.

Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value. !Development of user personas.

Workshop 1

THE PROCESS

#contentb2b

Questions?

Thank you

B2B SEMINAR

LAST THOUGHTS - CONTENT2COMMERCE

#contentb2b

Mikkel Nybo!!TDC, Samsung, Bakken, H&M, Ecco, Specsavers, Troldekugler, Sodastrem, Sony, Danske Spil, Leo Pharma!

#contentb2b

!* fanbase grown from 30.000 fans to 75.000 fans !!

* engagement rate risen from 2,3% to 3,4%!!

* 1.478 likes and 255 shares on the last Facebook post

What we don’t want to report to executives…

#contentb2b

!!…that our fans & social relations are:!!

* 3 times as willing to recommend us !* that they averagely have a 14% higher brand-preference rate!* that they have a longer customer life-cycle (8%) !* that they generate earned media for over 1,2 million DKK !* that they count for 44% of all visits to our website!

!…and last but not least, that their sales-index is at 115%!!

We would much rather report:

#contentb2b

What Social Media does for the business, has to be expressed more clearly!

Value of a fan

SALES Purchase-habits across categories & brands

LOYALTY Intentions regarding continued business, purchase, etc.

AMBASSADOR EFFECT Sandsynlighed for anbefalinger der leder til salg

MEDIA VALUE Value of ‘earned media’ measured by organic reach

Acquisition Costs Expenses related to procurement of new fans

BRAND PREFERENCE Emotional bond to the brand compared to competitors

Operational Costs Expenses related to Always-On (content & media)

Costs Benefits

#contentb2b

Digital need: Structured ecosystem

Magazines

Events

Happenings

Communities

- Dialogue - Positioning

- Traffic - SEO

DISTRIBUTION OF CONTENT

TRAFFIC TO OWN PLATFORMS

OWN PLATFORMS

#contentb2b

- Create unique content, that engages customers & potential leads

!- Focus on converting engagement to measurable business performance

Content2Commerce

#contentb2b

- B2B is not too different from B2C - Linkedin is more than a database of resumés - Social Media is vital to Search - ‘Think as a media-company’ - Always measure and prove commercial value

#contentb2b

Questions?

Thank you

content cph — b2b seminar 1. juli 2014

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