btob : digital for business - english version
TRANSCRIPT
BtoB: Digital for business
How to use the power of digital to generate BtoB leads
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BTOB & DIGITAL: FRIENDS OR ENEMIES?
ESTABLISHING YOUR DIGITAL PRESENCE
YOUR INTERNET SITES
GENERATING LEADS ON SOCIAL MEDIA
THE IMPORTANCE OF E-REPUTATION
MAXIMISE YOUR DIGITAL EXPOSURE
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SUMMARY
BtoB: Digital for Business
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1. BtoB & Digital: friends or enemies?
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Business to Business
Business to Business to Consumers
Business to Business to Employees
Business to Administration to Consumers
#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Different types of BtoB
BtoB
BtoBtoC
BtoBtoE
BtoAtoC
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#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
A priori to exceed!
BtoB ENTREPRISES
Digital media adresses general
public whereas mytargets are very
specific
Digital media does not allow me to measure
the effectiveness of the tools put in place
Social networks are tooentertainment oriented (and non-
professional)
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#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Digital has completely changed!Fundamental changes require BtoB marketers to think differently
They are connectedand well informed
thanks to the Internet
They purchase in the same manner as in their personal lives
BtoB CLIENTS
They learn about the products on the web and social networks before
purchasing
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#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Digital has completely changed!
BtoB CLIENTS
51%
Do not contact a supplier before establishing a list of
favourite retailers on the web
Follow discussion groups on social networks to find out more about a subject
Ask questions on social networks
54%
22%
1/3State that brand content on the web influences theirdecision
Source: BtoB Buyer behavior survey, 2013
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Fundamental changes require BtoB marketers to think differently
#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Digital has completely changed!Clients’ preferred sources to learn from
1. WEB RESEARCH 2. BRANDS’ SITES 3. COLLEAGUES 4. SOCIAL MEDIA
BtoB CLIENTS
Source: BtoB buyer behavior survey, 2013
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#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Digital has completely changed!
Certain BtoB brandsdid not catch the early train!
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Ensure visibilityfor specific
targets, internationally
#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Digital, the promise of differentiation and visibility
VISIBILITY LEADSSTORYTELLING
Establish a brand’s
storytelling
Stand out fromthe competition
DIFFERENTIATION
Welcome new clients
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#1 DIGITAL AND BTOB, FRIENDS OR ENEMIES?
Becoming digital, yes, but with a real strategy!
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2. Establishing your digital presence
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#2 ESTABLISHING YOUR DIGITAL PRESENCE
The real difference with BtoC
COMPLEXITY OF
THE DECISION
MAKING PROCESS
EXPERT AND
SERIOUS TARGETSMULTIPLICITY OF
SPECIFIC TARGETS
The need to convinceand maintain a
relationshipthroughout
The need to provelegitimacy and
expertise
Extremely targetedcommunication to
appeal to differentprofiles depending on
the route of sale
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ESTABLISHING YOUR DIGITAL PRESENCE
Business oriented…but not only!
#2
Which BtoB discourse for digital?
SERVICES OFFERED
EXPERTISES INNOVATION
SOCIAL RESPONSIBILITY
TRUST
INTERNATIONALISATION
CUSTOMER FOCUS
PEOPLE
NEWSVALUES
DIALOGUE
BRAND HISTORY
Business Brand
+
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ESTABLISHING YOUR DIGITAL PRESENCE#2
BtoB discourse VS customer expectations
THE 4 MOST COVERED TOPICS BY
BTOB BRANDS
THE 4 SUBJECTS WHICH BTOB CLIENTS WISH
TO HEAR ABOUT FROM BRANDS
1. Corporate social responsibility
2. Durable development
3. International coverage
4. Innovation
1. An open dialogue
2. Corporate social responsibility
3. High level expertise
4. Common values
Currently, the discourse of BtoB companies does not correspond to client expectations, according to a McKinsey study
Source: McKinsey, octobre 2013
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ESTABLISHING YOUR DIGITAL PRESENCE#2
The problem of the BtoB BRAND
Transforming a BtoB company …
…into a BtoB BRAND?
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ESTABLISHING YOUR DIGITAL PRESENCE
INTERNET SITES BLOGS BRAND CONTENT SOCIAL NETWORK
PROFILES
Installing an « owned » presence
#217
ESTABLISHING YOUR DIGITAL PRESENCE
Think strategically about your ecosystemor its redo
How to be digitally present? One entity = one site ? One target = one site ? Only one site for all the entities ?
How to improve my ecosystem with all the sites that have been created over time? Rediscover coherency within yourpresence
Thinking about your digital ecosystem
#2
Good questions to ask yourselves
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ESTABLISHING YOUR DIGITAL PRESENCE
Goodbye windows websites, hello inbound marketing
We are now in the era of content/inbound marketing: content to generate leadsToday, BtoB sites focus too much on product information, yet it is a platform that youmanage and own, which allows you to convey your values, expertise and most of all create a lasting bond with your targets.
#2
Source: http://bit.ly/1hstx0I
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3. Your internet sites
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7GUIDELINES
TO FOLLOW
IMPORTANCE OF CONTENT
ERGONOMICS AND USER EXPERIENCE
AESTHETICS
REFERENCING
CALL TO ACTION
THINK INTERNATIONALLY
THINK MOBILITY
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# 3 YOUR INTERNET SITES
The 7 guidelines to follow for an optimal site
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IMPORTANCE OF CONTENT1
The 7 guidelines to follow for an optimal site
Why content? To animate the site, encourage to follow the brand, keep it up to date and pass on useful information
# 3 YOUR INTERNET SITES
64%estimate that web content of a retailerhas a significant impact on theirpurchase decision
state that the best retailers are thosewho provide the biggest amount ofinformation throughout the route topurchase on different well orchestratedplatforms.
Source: BtoB Buyer behavior survey, 2013
34%
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# 3
1
Static content which tells the story of the brand and explains and promotes the products and services of the company.
Regular content (brand news, white paper, documentaries…) which allows to maintain a relationship, to make the brand live and promote a personalised relationship as opposed to one which is purely mercantile.
2 types of content:
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES
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COMMERCIAL CONTENT
« COLD » CONTENTBRAND CONTENT
« HOT » CONTENT
IMPORTANCE OF CONTENT
1
Numerous tools adapted to different types of content
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
ARTICLES
REPORTS
INTERVIEWS
WHITE PAPERS
VIDEOS
INFOGRAPHICS…
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IMPORTANCE OF CONTENT
# 3
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Webzine and home automation - Somfy
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES
To position itself as a reference forhome automation, Somfy publishes itsonline magazine Home Intelligence &You, with an independent theme.The magazine is for professionals and early-adopters. It describes the trends and presentssolutions from the connected object market.
Somfy
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http://www.hi-and-you.fr/
IMPORTANCE OF CONTENT
# 3
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Site of content – Solocal Group
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES
Le blog des idées locales is an initiativecreated by Solocal Group (previouslyPages Jaunes). Aimed at professionalsin need of solutions to develop theiractivity on a local level, it proposes aspace detailing the most originalinitiatives and is organised by typeof activity and type of operation.
Solocal
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http://www.ideeslocales.fr/
IMPORTANCE OF CONTENT
# 3
1
The content must be pushed to the reader in an attractive way: pictograms, graphics… Even serious content can be attractive.
prioritization of content
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES
On the Dropbox site, solution for datastorage in the cloud, drawn and strippedhighly detailed visuals accentuate themessage conveyed by the site: ease ofuse and simplicity.
Dropbox
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IMPORTANCE OF CONTENT
1
prioritization of content
The 7 guidelines to follow for an optimal site
Vanksen created explanatory videos forKneip’s products, displayed in a clear andattractive manner.In terms of results, we see an averageincrease of 27% in conversions on our callto action (request demo) on this clipcompared to other types of content.
# 3 YOUR INTERNET SITES
Kneip
http://bit.ly/1iLp7k0
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IMPORTANCE OF CONTENT
1
prioritization of content
The 7 guidelines to follow for an optimal site
Vanksen created explanatory videos for the financial products of Fundsquare, an entityof the Bourse du Luxembourg.
# 3 YOUR INTERNET SITES
Fundsquare
https://www.fundsquare.net/
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IMPORTANCE OF CONTENT
ERGONOMICS AND USER EXPERIENCE2
Attracting visitors to a site is one thing.Engaging them and succeeding to convertthem is another.
Ergonomics are extremely important so thatthe internet user finds what they are looking for injust a few clicks and wants to stay on the site.
I believe, that there are no major differences orspecific ergo tips for BtoB vs BtoC sites. All that isneeded is to adapt the message and the productplacement based on the targeted users.
The 7 guidelines to follow for an optimal site
CAROLINE BERTHONNEAU
Ergonomics expert - Vanksen
‘
’
# 3 YOUR INTERNET SITES
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2
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES# 331
Undertaking an ergonomic approachmeans to integrate the user at the « heart »
of the design process to work towards a useful and usable …
… and therefore more efficient websites.
ERGONOMICS AND USER EXPERIENCE
2
Very early on in the process, the user-oriented ergonomic dimension is adecisive factor for the success of your projects.
« Investing » in ergonomics is…
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES# 332
ERGONOMICS AND USER EXPERIENCE
…having a betterunderstanding of the expectations of your targetedusers.
…reducing costs by eliminating production errors.
…increasing customer satisfaction and improving the image of the brand to increase credibility and federalisation .
…in fine, increase conversion rates and optimise results: commerical leads &contacts, revenue, downloads and white paper, sign up for events…)
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An iterative process in 3 key steps
The 7 guidelines to follow for an optimal site
YOUR INTERNET SITES# 333
ANALYSE
CONCEPTIONEVALUATION
ERGONOMICS AND USER EXPERIENCE
1
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YOUR INTERNET SITES# 334
Identify the needs of the end user, the context of use,
analyse the existing, definethe objectives of the site (of the
redo)
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The 7 guidelines to follow for an optimal site
ANALYSE Ergonomic audit
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES
Foyer –Client space
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES
YOUR INTERNET SITES# 335
Organise content and definethe structure of information
2
The 7 guidelines to follow for an optimal site
DESIGN Method of card sorting
-
- - -
-
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES
YOUR INTERNET SITES# 336
Define the structure of the interface
2
The 7 guidelines to follow for an optimal site
DESIGN Prototypage / wireframing
Arendt & MedernachSite Arendt Services
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES
YOUR INTERNET SITES# 337
Confirm whether or not the design choices confront
reality…
…to your users.
2
The 7 guidelines to follow for an optimal site
EVALUATE User test
CNS – Site public
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES2
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
Know and define the profiles of users
Establish a hierachy represented by a strong presentation of the
different composing elements
Purify to the maximum, deleteanything unuseful, to give importance
to the key elements
Respect the conventions of navigation
Define the objects and work on the conversion by favouring the
A/B testing and Multivariate testing
Convince and reinforcecredibility/ trust: baseline/slogan, identity strong graphics, respect the
graphics…
In summary, either redo or creation, some ergonomic rules to remember:
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YOUR INTERNET SITES# 339
2
The 7 guidelines to follow for an optimal site
Take into account the fact that the ergonomic dimension is beneficial when creating orredesigning a site but not only…
…this approach is equally a real asset in an opitcal conversationoptimisation by best exploiting your traffic to produce the best outcomes
Benefits : Improve engagement and reduce bounce rate Increase realisation>> the conversion rate>> sales
ERGONOMICS AND USER EXPERIENCE: OPTIMISATION DE LA CONVERSION
INTERNET USER PROSPECT CLIENT
YOUR INTERNET SITES# 340
2
The 7 guidelines to follow for an optimal site
Conversion optimisation
Analyse actual performances and behaviors of your visitors
ANALYSEHeatmap
ERGONOMICS AND USER EXPERIENCE
Belambra ClubsBelambra TV
YOUR INTERNET SITES# 341
2
The 7 guidelines to follow for an optimal site
Conversion optimisation
Make models based on the assumptions defined in the
first step
DESIGNWireframe A Wireframe B
A B
ERGONOMICS AND USER EXPERIENCE
Belambra ClubsBelambra TV
YOUR INTERNET SITES# 342
2
The 7 guidelines to follow for an optimal site
Conversion optimisation
Compare variations with your visitors to determine
THE best performing version.
EVALUATE
A BVS.
A/B Testing
ERGONOMICS AND USER EXPERIENCE
2
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
In summary, to optimise conversion, here are the ergonomic rules to remember:
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ERGONOMICS AND USER EXPERIENCE
Position key elements « abovethe fold »
Concisely describe yourservice/product
Reaffirm your positioningthrough media
Use short, clear and engaging titles
Remove navigation elementsthat are harmful to the
performance of the page
Limit the number of fieldsto fill in on forms
Promote trusted elements: testimonials, references,
certificates…
Test, test, test…
2
The 7 guidelines to follow for an optimal site
Vanksen worked with Investisfor ArcelorMittal in terms ofergonomics and design to highlightthe main content of the differententities of the Group. Simplify andreconstruct the integrated interfaceof the navigation systems andimprove the user experience.
Project: ArcelorMittal
# 3 YOUR INTERNET SITES
Source: http://corporate.arcelormittal.com
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ERGONOMICS AND USER EXPERIENCE
2
The 7 guidelines to follow for an optimal site
Project: LetzBio
# 3 YOUR INTERNET SITES
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LetzBio aims to highlightLuxembourg’s qualities in terms ofLife Sciences.Vanksen has taken ergonomic stepsto respond to the objectives of the sitewhich is to attract three maintargets: researchers, industries andinvestors. In terms of its structure,the site has been designed to respondand adapt to these end users.
Source: http://www.letzbio.lu/
ERGONOMICS AND USER EXPERIENCE
2
The 7 guidelines to follow for an optimal site
Vanksen worked for the law firmArendt & Medernach in terms ofergonomics and navigation to highlightthe main content of the company. Theagency equally advised the firmergonomically for the ArendtServicessite.Sources: http://www.arendt.com/http://www.arendtservices.com/
Project: Arendt & Medernach
# 3 YOUR INTERNET SITES
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ERGONOMICS AND USER EXPERIENCE
2
The 7 guidelines to follow for an optimal site
Vanksen was in charge of theredo of the Foyer site. The objectivewas to develop a relevant userexperience by working on optimisingthe organisation of the content andtheir presentation to offer a differentexperience per profile and thereforepersonalise the information and allowfor a navigation that is adapted topoints of view and needs.Source: http://www.foyer.lu
Project: Foyer Assurances
# 3 YOUR INTERNET SITES
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ERGONOMICS AND USER EXPERIENCE
AESTHETICS / WEBDESIGN 3
The aesthetics of your sites are primordial, numerous points need to be taken intoaccount:
Coherency: between your platforms, coherencywith your image, positioning
Readbility: a webdesign that favours the readbility of content
Modernity: build on current trends for a visuallyattractive site that is in keeping with the times.
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
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AESTEHTICS / WEBDESIGN 3
The 7 guidelines to follow for an optimal site
Consult our« The 10 trends in
webdesign for 2014 » presentationon slideshare
# 3 YOUR INTERNET SITES
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+ 110 K VIEWS
AESTEHTICS / WEBDESIGN 3
The 7 guidelines to follow for an optimal site
General Electric site in 2007 General Electric site in 2014
# 3 YOUR INTERNET SITES
Source: http://www.ge.com/fr/
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REFERENCING4
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
searches on Google every day!
3.5 BILLION
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REFERENCING4
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
Search engines still often remain the main entrypoint to your sites.
It is essential to position your brand on key wordstyped in by your prospects at all stages of thebuying process to maximise the conversion rate ofyour SEO traffic.
Your site should therefore be optimised interms of referencing to gain the trust of yourprospects with regards to your company andits products/ services.
Please consult section 6 to discover the 7 key points to SEO.
Garde corps aluminium
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CALL TO ACTION5
The site is primarily a means to encourage customersand prospects to get in touch with the company
The site must therefore include various call to actions:
• Download the presentation, • Contact us, • Follow us on social networks, • Participate, • Give us your feedback, • Online chat…
Highlight the relevent contacts for each entity/ service.
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
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CALL TO ACTION5
The 7 guidelines to follow for an optimal site
Free trial - Dropbox
Incentive to get in touchABD Team
Request a demo - Qubit
# 3 YOUR INTERNET SITES
Online chat - Cisco
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THINK INTERNATIONAL6
As a general rule, if you target visitors who speak a number of languages, it is in your best interests to create a multilingual site.
A visitor who accesses Google and launches a search in their language expects to find localised search results. Localise the content, make it prominent in the search results.
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
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THINK MOBILE7
Today, more and more people connect to theInternet on a mobile device thanks tosmartphones, tablets and even‘phablets’ (smartphones with largescreens, between a smartphone and atablet).
Globally, there are more mobile users thaninternet users.
The 7 guidelines to follow for an optimal site
# 3 YOUR INTERNET SITES
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The 7 guidelines to follow for an optimal site
THINK MOBILE7
The growth of tablets is 4 times higher than that ofsmartphones at their launch.
4TIMES FASTER
# 3 YOUR INTERNET SITES
Source: Médiamétrie
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The 7 guidelines to follow for an optimal site
THINK MOBILE7
The need to adapt to different resolutions and screen sizes in terms of:
DESIGN NAVIGATION CONTENTDEVELOPMENT
Adapting to a smallerscreen can be a major constraint in terms of
creation for mobile for example.
Adapting to all the terminals requires lots of
optimisation in web development
The touch and the size of mobile and tabletscreens requires
thinking about the ergonomics differently
Users in mobility wantcontent that is accessible as quickly and simply as
possible withoutdisruptions that disturb
their reading
# 3 YOUR INTERNET SITES
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The 7 guidelines to follow for an optimal site
THINK MOBILE7
Responsive Design is a solution to this problem of adaptability to differenttypes of screens:
# 3 YOUR INTERNET SITES
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http://www.travisperkinsplc.co.uk/
4. Generate leads through social networks
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Social media for BtoB
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Simply type the name of your companyinto Google.
You will see the social media exchanges thatconcern you, the internet users, professionalsand consumers of your company.
Not being present means not participating in the digital conversations about your brand.
Be present!With the right strategy!
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Social media embedded in the decision making for BtoB
BtoB CLIENTS
72%
Affirm that social media playa role in their research
Declare to connect directly to retailers via social networks
Search discussions on social networks to learn more about
what interests them
22%
57%
22% Ask internet users for recommendations on social networks
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Source: BtoB Buyer behavior survey, 2013
According to BtoB clients
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Research paths taken by internet users
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Create a benchmark for the solutions
corresponding to theirneeds
Learn about the companies able to
provide an adequatesolution
Expose the notorietyand values of the
company to reassuredecision makers
BTOB CLIENTS’
NEEDS
Provide advice and guides based on the
problems and needs of companies
Highlight the know-how of the company
and the solutions supplied to internet
users
COMPANIES’
RESPONSES ON
SOCIAL MEDIA
Seek advice about theirneeds and problems
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1 2 3
Blogs and LinkedIn have the greatest impact on BtoB clients
BLOGS
BtoB CLIENTS
46%
41%Estimate that blogs have the
greatest impact in theirsearch process
Estimate that LinkedIn has the greatest impact
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Source: BtoB buyer behavior survey, 2013
According to BtoB clients
64
Blogs, LinkedIn and Twitter are a priority
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
According to BtoB clients
65
Blogs, LinkedIn and Twitter are a priority
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
BtoB MARKETERS
And for marketers ? What is the purpose of social networks?
Which are the most effective according to them?
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BtoB marketers and social media
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
84%BtoB marketers use
social media in theirmarketing strategies
Firstly, they use
But which social media is mosteffective in acquiring clients?
Source: http://bit.ly/1f3BwAX
BtoB MARKETERS
According to BtoB marketers
90%
43%
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LinkedIn, 3 times more efficient than Facebook and Twitter!
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
77%
43%
40%
LinkedIn Facebook Twitter Source: http://bit.ly/1f3BwAX
According to BtoB marketers
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Panorama of the main social media for BtoB
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
FACEBOOK TWITTER GOOGLE+
SLIDESHARE WORDPRESS TUMBLR
YOUTUBE DAILYMOTION VIMEO FLICKR
SCOOPIT
LINKEDIN VIADEO OPEN2LEADS SMARTPANDA
« GENERAL PUBLIC »
NETWORKS FOR BTOB
EDITORIAL
CONTENT HOSTING
MULTIMEDIA
CONTENT HOSTING
SPECIALISED
NETWORKS FOR
BTOB
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Panorama of the main social media for BtoB
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
BRAND IMAGE
BTOB
SPECIALISATION
REFERENCING
LIVE
GOOGLE+
LINKEDINSLIDESHARE
WORDPRESS TUMBLR
YOUTUBEFLICKR
CONTENT HOSTING
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5GUIDELINES
TO FOLLOW
HAVE A PRESENCE AND BE PRESENT
INFORM BUT ABOVE ALL COMMUNICATE
ESTABLISH A CONTENT STRATEGY
BECOME WELL KNOWN AND RELAY CONTENT
ESTABLISH AN INTERNAL PROCESS
1
2
3
4
5
The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Have a presence yes, but be truly present!
Many are on social networks with inactive accounts = counter productive
Be active to generate engagement: establish an editorial plan to assure regular publications.
Benefit from the power of social media!
HAVE A PRESENCE AND BE PRESENT1
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
INFORM BUT ABOVE ALL COMMUNICATE2
Social works because relationships are between people
And not businesses.
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
INFORM BUT ABOVE ALL COMMUNICATE2
B to B
P to P
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
INFORM BUT ABOVE ALL COMMUNICATE2
The Manutan slogan is « All you need. Withlove », with the aim of portraying that a BtoBbrand can combine rationality (all you need)and emotions (with love). Even in the context ofa BtoB brand on a Distance Selling network,you must speak to the human, « people topeople », to create a real relationship.
‘’
MARTIN SAUER
Marketing Director - Manutan
Source: http://www.le-fil.fr/marqueB2B/
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Be present on social networks to give access to content with high added-value.
Content, yes, but virable content.Many companies create content on their site (video, image..) that is not easily shareable. If you publish a video, think Youtube, Vimeo… An image: Flickr, Pinterest… A presentation: Slideshare etc.
ESTABLISH A CONTENT STRATEGY3
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Content never dies if it is relayed on otherplatforms (Slideshare, blogs, sites, photo platforms, forums…)
ESTABLISH A CONTENT STRATEGY3
« Leave your digital print »
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
ESTABLISH A CONTENT STRATEGY3
White paper, ebooks, reports, blog articles, tweets,
publications, podcasts, webseries…
Case studies, testimonies, interviews, demonstrations
products, webinar, press release
Free trials, online chat, CS, forum, training, advice,
pedagogy, expert contacts, accompanying
GENERAL PUBLIC TARGET
QUALIFIED PROSPECTS
HOT PROSPECTS
Improve its visibility by encouraging to share
Convince by demonstrating their
expertise, provide evidenceand remove obstacles
Validate their final decision
To relay on therelevant social
platforms
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NEEDS SUPPORTSTARGET
The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Xerox: Creation of the « Get Optimistic » campaign to connect to a netowrkof 30 big accounts.
ESTABLISH A CONTENT STRATEGY3
Who? Xerox, manufacturer of photocopiers and printers
What content? Creation of a magazine in partnership with Forbes « Chief Optimist » to promoterelevant business advice.
What results? 70% of the interactions on behalf of the companies reached, an increase of + than 300% in the consumption of content and + than 10 000 appointments made for a potential $ 1.3 billion revenue.
Source: http://bit.ly/1iy6FcD
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Crowe Horwath: Generate a multitude of content to reach financialinstitutions.
ESTABLISH A CONTENT STRATEGY3
Who? Crowe Horwath, a company specialising in financial services.
What content? 48 types of content based on 4 themes and diffused on multiple supports: information sessions, case studies, graphics, checklists, brainsharksvideos (videos or slides accompanied by narration).
What results? 778 contacts engaged and 70% open rates, 2 engagements representing $ 250k of revenue.
Source: http://bit.ly/1iy6FcD
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Sungard: Make Sungard Cloud well known thanks to a zombie themedcampaign
ESTABLISH A CONTENT STRATEGY3
Who? Sungard, a global provider of integrated IT solutions for financial institutions
What content? Creation of a campaign “how to move to the cloud and survive a zombie attack” specifically addressing IT professionals.
What results? Increase of 300% in the number of downloads, opening rate of the mail campaign 5.7% and a transformation of more than 20 leads.
Source: http://bit.ly/1gBZkpb
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Fast Company – Infographic
ESTABLISH A CONTENT STRATEGY3
Who? Fast Company is an American business magazine that also focusses on tech innovations.
What content? Daily publishing of an infographicon all subjects related to the editorial line of the magazine.
What results? The rapid implementation of various models of information as “features” federalised a large user base.
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Source: http://bit.ly/T1gTek
The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
General Electric – #6SECONDSCIENCE FAIR
ESTABLISH A CONTENT STRATEGY3
Who? General Electric is a multinational American-Canadian company specialising in energy and new technology.
What content? Campaign created on Vine and relayed on the Tumblr and Twitter pages of the brand. It invited usersto create a Vine related to science.
What results? General Electric obtained important press coverage. The campaign was multichanneled and touched a large audience. The UGC has allowed to expand the Tumblr of the brand with more modern content.
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Source: http://bit.ly/T1gTek
The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Cisco - Storytelling
ESTABLISH A CONTENT STRATEGY3
Who? Cisco is an American company which sells network equipment and servers.
What content? The brand owns numerous platforms to regroup their themed content. “The network” and its series of documentaries “The network effect” compiles the creations of the brand. “The internet of Everything” paints Cisco’s vision of the connected world of tomorrow. Their YouTube channel regroups all of this content with more than 4,500 videos. There are more than 78,687 followers for more than 15 million views.
What results? The different platforms are packed with content reflecting Cisco’s vision of the internet and new technologies. The user is invited to discover the brand through its storytelling.
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Source: http://bit.ly/T1gTek
The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Establishing a content strategy means having to think about the prioritization and distribution of all content.
ESTABLISH A CONTENT STRATEGY3
Some companies with a lotof content have createdNewsrooms which allow forall news to be classiffied withkey words for betterreadability and make iteasier for content to beshared.
Cisco Scania
Source: http://newsroom.cisco.com/ Source: http://newsroom.scania.com/en-group/
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Make it known that you are present on social networks!On all platforms, create links to where you are present on social media and relay content!
BECOME WELL KNOWN AND RELAY CONTENT4
Source: http://www.ge.com/fr/
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ESTABLISH AN INTERNAL PROCESS5
Your employees are your bestambassadors!Define the « Social Media Champions » incharge of creating and relaying content andevangelising the internal are keys tosuccess for a mastered and qualitative presence.
« Define your Social Media Champions »
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The 5 guidelines to follow for a BtoB social media strategy
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ESTABLISH AN INTERNAL PROCESS5
Indium convinced 18 company engineers tocreate content which was grouped on the« Indium Engineer Blogs » platform.
Each author has a bio and useful contactinformation.
Indium
Source: http://blogs.indium.com/
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
ESTABLISH AN INTERNAL PROCESS5
Cisco uses a number of blogswritten by internal experts andspecialised external journalists.Different blogs for different themes, foreach country.
Cisco
Source: http://blogs.cisco.com/
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The 5 guidelines to follow for a BtoB social media strategy
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
ESTABLISH AN INTERNAL PROCESS5
The B2C CM manages customer services, games, hooksand fun on social media.
For B2B, the CM diffuses more expert and seriouscontent and must therefore master the universe ofthe company (products, expertises, sector news, internalfunctions…) to equally create content, bring a 1st levelresponse, qualify clients and redirect to the appropriateexperts.
BtoB Community Manager, different to BtoC
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
CME Group, the world's most diverse financial marketplace, is a pioneer in termsof social media strategy, we took a look at their strategy.
Each support has a well defined use to relaythe content of the company to its targets.
The CME Group site
http://www.cmegroup.com/
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
News about the industry and the Group
Numerous analyses and case studies
The header relays the mostimportant content of the moment
The CME Group site
http://www.cmegroup.com/
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Content focusing on industry news, the Group’s domains of expertise, the CME collaborators and currentissues.
Slideshare: host of content
Relayed to all social platforms of the Group
Blog OpenMarkets
Concentration of content created by the Group
http://openmarkets.cmegroup.com/
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Link to the blog and events organisedby the Group
A presence focusing on content and open dialogue
They joined the platform in 2004 and now have 24 900 fans on the Facebook Page
https://www.facebook.com/CMEGroup
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
A very strong regularity and amount of tweets published
A record audience: 757 000 followers on Twitter!
A presence focused on relaying live information and open dialogue
https://twitter.com/CMEGroup
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
Specialised pages are showcased
A presence focused on the content and discussion of the Group
21 115 followers on LinkedIn!
https://www.linkedin.com/company/5499
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
1 643 followers
Google+ useful for referencing, Pinterest for portraying values and content
1 276 followers
Google+, Pinterest
https://plus.google.com/+cmegroup
http://www.pinterest.com/cmegroup/
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
A platform specialising in financial information
Stocktwits
http://stocktwits.com/symbol/CME
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
A platform dedicated to bookmarking according to interests
StumbleUpon
StumbleUpon is a free system of recommendation allowing to discover web pages in functionwith your interests, navigation habits and comments of otherusers.
https://www.stumbleupon.com/
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The CME Group case
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Weibo to address the Chinese market
Sina Weibo is also known as the « Chinese Twitter » and currently has more than 50 million users.
http://weibo.com/cmegroup
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The CME Group case
#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS
The key points of their social media strategy confirm our recommendations
Social networks are constantly changing and evolvingeveryday!
Content management is extremely important: arm yourself with a quality editorial team!
A team of experts… but restricted! To reassure speech from one coherent voice.
Determine the content in function with the needs of the company, clients and also the news.
Do not just talk about yourself !
Social networks and content management concernsthe whole company!
Look out for new niche social networks which couldpresent an opportunity for your market.
ALLAN SCHOENBERG
Executive Director Corporation Communications - CME Group
Source: http://bit.ly/1ntZULo
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5. The importance of E-reputation
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Social networks & earned media
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Earned media is all content accessible onthe web generated by internet users about agiven subject. It is therefore free but notcontrolled visibility for your brand.These conversations influence your E-reputation and impact buying behaviour,hence the need for monitoring.
ROLAND CREPEAU
Expert in E-reputation - Vanksen
‘’
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Managing your e-reputation…
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
104
…is constantly monitoring the content created by internet users about a brand or its products in order to be
able to react accordingly.
What to monitor?
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
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Internet users’ mentions about your brand
How to turn this into intelligent data?
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TYPE OF SUPPORT ? BLOG, INFO. TWITTER, ETC.
POLARITYPOSITIVE, NEGATIVE, NEUTRAL, MIXED
THEMEPRICE, COMMUNICATION, DISTRIBUTION, ETC.
STAKEHOLDERFOR THE COMPANY?
VISIBILITY
INFLUENCE
EACH MENTION REQUIRES AN ANALYSIS
Mentions of yourbrand by users
By enriching the information:
The 4 main e-business reputation applications
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Information summarized by human labour
LISTEN
Listen to the conversations about
your brand on the web in order to fullyunderstand how it isperceived by internet
users.
MONITOR
Survey weaksignals but also the
economicecosystem and
your competitors
IDENTIFY
Identify yourinfluencers in order
to implementcontact strategies
REACT
React if necessaryand be reactive.
Identify BtoB leads
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The management of your e-reputation
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Listen
Listen to the conversations about yourbrand on the web in orderto fully understand how it
is perceived by internet users
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Activatabledeliverables
MONITORINGDASHBOARD
DAILY NESWSLETTER
65 K CITATIONS
Du 1er janvierau 31 mai 2014
INDICE
E-RÉPUTATION
27/100
6%POSITIF
21%NÉGATIF
73%NEUTRE
SUMMARY DASHBOARD/ ALSTOM
6% Facebook 27% Sites d'actualités
3% Forums
58% Twitter3% Blogs
‘‘ ‘‘Alstom: l'Etat signe un décret de « patriotisme économique »
@LeMonde le 14 mai 2014
TOP 10 SITES en volume de mentions TOP #HASHTAGS en volume de tweets (+RT)
2702 2603 2059
24609
33265
J F M A M
twitter.com 38033
www.facebook.com 4091
fr.news.yahoo.com 1049
www.boursier.com 684
www.boursorama.com 569
fr.finance.yahoo.com 503
bourse.lesechos.fr 479
www.romandie.com 449
www.bfmtv.com 423
www.combourse.com 421
#alstom 4041
#montebourg 481
#ge 336
#hollande 181
#ep2014 122
#siemens 292
#france 223
#euro2014 45
#e1matin 39
SUJETS SUBIS
SUJETS EMIS
750 000 ODV
120 000 ODV
VISIBILITÉ
For example Alstom…
The management of your e-reputation
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Monitor the weak signalsbut also the economicecosystem and your
competitors
Monitor
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RISK CASE
GENERAL ELECTRIC SIEMENS
Conversations about Alstom
Conversations About Alstom’s competitors
The management of your e-reputation
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
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Monitor
French news,risk case:
How a repurchaseannouncement triggered the
biggest communicaton plan for the company in over 10 years
The management of your e-reputation
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
React if necessary, bereactive and identifypotential BtoB leads
React
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RISK CASE
RESPONSE NEEDED
QUESTION ABOUT THE COMPANY
REPONSE NEEDED
IDENTIFY THE PROBLEM
SUMMARISE THE SITUATION AND RECOMMENDATIONS
SEND AN ALERT TO THE CLIENT
1
2
3
PROCESS OF REACTION
Focus: classic scenario of bad buzz
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Crisis Twitter
Online news sites
Huff Post
Rue89
20min.Fr
SharePublic Social Media
SharePrivate spheres
E-mails
Editorial
Figaro
Blogs D’opinion
Search Engines
Diversions
YouTube
Phase 1+30 to 60 Min
Phase 2+2 to 3h
Phase 3+3 to 6h
Phase 4+12 to 24h
Les Echos
Minutebuzz
Melty
Reaction deadline
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Focus: classic scenario of bad buzz
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Time
Ephemeral
visibility
Visibility on search
engines
Weak signal
Initial bad buzz
« second shock »
Media recovery
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The management of your e-reputation
#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION
Identify yourinfluencers to
establish contact strategies
Identify
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INFLUENCER
IDENTIFY POTENTIAL INFLUENCERS
GET TO KNOW THE FAVOURITE TOPICS OF INFLUENCERS
A HISTORY OF CITATIONS ABOUT THE COMPANY, ITSMARKET OR ITS COMPETITORS
1
2
3
INFLUENCE STRATEGIES
Conclusion
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Behind the B of BtoB there are individuals with identical BtoC behaviour, themonitoring of e-reputation is essential to optimising the time of purchasedecision.
The tools allow us to monitor and react to theses subjects with theaim of controlling the global reputation (on and off line).
6. Maximise your digital exposure
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The importance of SEO to maximise your visibility
#6 MAXIMISE YOUR DIGITAL EXPOSURE
Your site must be optimised for search engines, whilst taking into accountyour digital ecosystem (notably your social media presence) in order to bevisible ahead of competitors in internet users’ search requests.
SEO OPTIMISATION VISIBILITY LEADS
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#6# 3 YOUR INTERNET SITES
The best SEO practices are globally the samefor BtoB and BtoC.But certain specifications linked to the BtoBsector (duration of the purchase cycle,multiplicity of actors performing research andthe researched terms ) require developingappropriate strategies adapted to thissector.In SEO, « content is king » and it isincreasingly true for BtoB, both to attract thevisitor from search engines and to install therequired trust that leads to a purchase.
PIERRE WILTZ
Expert in traffic acquisition -Vanksen
‘
’
MAXIMISE YOUR DIGITAL EXPOSURE
The best SEO practices for BtoB
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7KEY POINTS
FOR SEO
OPTIMISE THE HOST
EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS
CHOOSE YOUR KEY WORDS WITH CARE
STRENGTHEN YOUR BRAND CONTENT STRATEGY
OPTIMISE YOUR WEB PAGES
THINK SOCIAL MEDIA OPTIMISATION
DIFFUSE YOUR CONTENT
1
2
3
4
5
The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
6
7
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
OPTIMISE THE HOST1
Before thinking « content », optimise the shell!
Back office
Design or develop your CMS to ensure good management and good optimisation of your content.
A key word: « administrability »
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
OPTIMISE THE HOST 1
Before thinking « content », optimise the shell!
Front OfficeGuarantee access (crawl) and comprehension(indexation) of your content for search engines:
Logically structure your site
Use SEO Friendly technology (be careful withJavascript)
Implement SEO standards (sitemap.xml, robots.txt)
Help search engines to understand your content (micro-data markup), etc…
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS2
What are the good practices for a multilingual site?
Choice of domain name Generic extension (.com): allows you to capitalise on a single domain, to position yourself on an international market (google.com)
Local extensions (ccTLD): positions you on a local market and favours yourposition in your Google.country
Redirecting internet users
Be careful not to redirect internet users in function with their provenance (IP) as you run the risk sending search engines to a single version of the site…
Choose a default version and manage the redirections through the use of cookies.
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS2
What are the good practices for a multilingual site?
Redirection of search engines
Rewrite your URLs in the language of the internet users by adopting the following URL pathwww.mysite.com/[Language]/mapage
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS2
What are the good practices for a multilingual site?
Content adapted to each market?
The ideal is to adapt your content in function with the targetmarket, either by translating (if a different language), or by adapting it.Often, it can be difficult to adapt your content (eg: same productssold in Belgium and France), in this case use tags rel=alternatehref language to make it comprehensible for search engines.
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Complex key word strategies
There are numerous variables for the same need, often linked tothe complexity of the researched solution
One speaker, many requests…
Research terms evolve in function with advancing the prospect inthe purchase cycle:
Firstly I search: are there solutions to my problem?
Then: what is the most suitable solution?
Then:what are the specifics of the best solution?
And finally: what are the best services to provide a solution?
The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
3 CHOOSE YOUR KEY WORDS WITH CARE
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One prospect, many stakeholders…
The searches are not carried out by one individual like with BtoC butby different stakeholders all of whom do not have the sameapproach in the construction of their request.
The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
3 CHOOSE YOUR KEY WORDS WITH CARE
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To define:
A SEO Friendly structure
Creation of supplementary landing pages to answer to different requests
Subjects to strengthen your Brand Content strategy.
1 Establish a 1st list of key words
Search for declinations Select your priority key words (potentialx competition x relevance)
32
The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
CHOOSE YOUR KEY WORDS WITH CARE3
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
STRENGTHEN YOUR BRAND CONTENT STRATEGY4
Content is king!
Regularly publish, fresh, original and… interesting content !
The SEO could help you:
Identify the needs of your target: through the analysis of search trends
Identify the themes upon which your company is insufficientlyvisible
Suggest topics for your editors to talk about
Support editors to guarantee maximum SEO effectiveness
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A reminder of the specifics for writing on the web
- 60 seconds: the average time spent on a webpage
- 79% of internet users read diagonally
- 16% of internet users read word for word
- A page is « scanned » by the internet after having used « F »
Train editors to be SEO Friendly
- Multiplication of key word occurrences are prioritised
- Use of the top of the web page
- Use in titles
- Passages in bold, italic
- Internal links to be anticipated
The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
4 STRENGTHEN YOUR BRAND CONTENT STRATEGY
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
OPTIMISE YOUR WEB PAGES5
Optimise your web pages
URL
META Title
META Description
Images: naming, Alt
Hn Titles (H1, H2, H3, H4, … )
Occurrences of priority key words
Formatting: passage in bold, italic
Insertion of internal links
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
THINK SOCIAL MEDIA OPTIMISATION6
Open social spaces for the brand
The social signals are taken into account by engines' algorithms: number of fans, number of followers, number of shares, …
The opening and animating of these brand spaces helps to build the trust of search engines for your site.
Link to social spaces from your site and add the specific tags (META Fb admin)
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
THINK SOCIAL MEDIA OPTIMISATION6
Encourage the sharing from your site on social networks
• Implement share buttons on the important pages
• Control the infomation shared on social networks (Open Graph, Twitter card) and generate rich insights
Twitter Cards
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
THINK SOCIAL MEDIA OPTIMISATION6
Google Plus and Authorship
Use author profiles on Google Plus to claim Google Authorship
It is an authority score attributed to the contributors in function with their expertise
This implementation improves visibility in the 1st page of Google results (quantitatively and qualitatively) and capture more traffic
Google AutHorship
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The 7 key points for SEO
#6 MAXIMISE YOUR DIGITAL EXPOSURE
DIFFUSE YOUR CONTENT7
Do not keep all your content to yourself!
A good SEO practice is to equally diffuse your expert content on external supports.
« Offer » your expert content to another affiliated digital support to multiply the trends of your brand nameon the web and glean precious links to improve yourSEO.
In exchange, equally open your supports to external editors to practice guest blogging
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ContextConstellium wished to develop their visbility in search engines
The Constellium case in SEO by Vanksen
#6 MAXIMISE YOUR DIGITAL EXPOSURE
Means strategy
Technical audit of the site and structural and technicaloptimisation of the site
Semantic analysis of user searches and selection of key words to be addressed
Semantic optimisation of 150 pages of content
Link Building strategy SEO skills transfer
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ResultsVisbility in Google FR:+ 110% of visibility on the 1st page in 3 months+133% of visibility in 1 yearTrafic SEO :+29% of SEO visits in the period2013 / 2014Linking :More than 100 links created on affiliated sitesIntegration of the SEO problematicin press relations of the Constellium
Paid media to generate leads
#6 MAXIMISE YOUR DIGITAL EXPOSURE
In the case of generating BtoB leads, paid media offers the samesolutions as with BtoC:
ADWORDS
Purchase the mostrelevant key words in
order to generatequalified traffic
susceptible to generatingconversations about yoursite (eg: forms) then sales
DISPLAY
Reach your target in Display via campaigns
on affiliated sites or RTB campaigns allowing youto address your different
targets during theirnavigation
SOCIAL MEDIA
Use the great targetingpossibilities offered by
social media professionalsor the general public to reach your targets on
social networks
Recruit new prospects via the location of the
external data base qualified on your
different BtoB targetsand send optimisation
emails
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Paid media to generate leads
#6 MAXIMISE YOUR DIGITAL EXPOSURE
This type of campaign seems to be insufficient to accompany your prospects throughout the decision making process and can be completed by Paid Media
tools with the aim of adding value to your brand content!
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Paid Media is the perfect complement to your Brand Content strategyin the context of gaining the trust of your prospects.
Paid media to add value to brand content
#6 MAXIMISE YOUR DIGITAL EXPOSURE
ADWORDS
Add value to each of yourpublications through the purchase of key words
that link directly to treated subjects. You willdraw in interested users
with your content… susceptible to becoming
prospects/clients.
VIDEO
Diffuse your videos via display or in-stream
campaigns allowing youto maximise the exposure
of attractive content to increase reassurance…
and see recruitment.
SOCIAL MEDIA
Maximise the exposure of your speech on social
networks through the use of specific ad formats
(promoted post, sponsoredtweets, in mail LinkedIn,
etc…) to reach yourcurrent and future
prospects.
Diffuse your expert content via
newsletters to yourprospects but also via
targeted email campaigns allowing
you to encourage interest and to recruit
from the opt-in.
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Tracking your digital campaigns
What type of campaign?
What message? What ad format?
What is the target?
Tracking the conversion of your site… Volume: visits, uniques visitors, etc…
Consumption of content: rebound rate, page views per visit, average time spent on the site, revisit rate, etc…
Conversions: clicks on call to actions, sending of the contact form, monitoring of the conversion tunnel, etc…
Track the conversions… to control the activation
#6 MAXIMISE YOUR DIGITAL EXPOSURE
The tracking and analysis of conversions is just as important as with BtoC… but more difficult to implement.
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… until the final sale!
It is important to integrate the offline conversions in order to evaluatethe performance of digital campaigns in a precise way and in the long term.
Tracking conversions… to control the activation
#6 MAXIMISE YOUR DIGITAL EXPOSURE
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The Constellium case in Paid Media by Vanksen
#6 MAXIMISE YOUR DIGITAL EXPOSURE
Means strategy
- Google Analytics Tracking ofcontact forms in order to havestatistics in Google Analytics- Implementation of a Google
Adwords campaign: selection ofkey words, segmentation by marketand themes, writing ads, monitoring& optimisation in real time infunction with the results.
ContextConstellium wished to launch an international leads recruitment campaign to generate thesending of contact forms from the website
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ResultsCost per visit: 1,40€Average time spent on the site: between 30 sec and 2 mn 30 secRate of new visits: 88%Pages viewed per visit: 1,94Conversion rate: 1,3%Cost of the form: 107,85€
Specifications of BtoB media activation
#6 MAXIMISE YOUR DIGITAL EXPOSURE
B2B projects are particularly demanding as theyrequire a good understanding of the clients’activities (often very complex) and a sharpnessin the selection of key words and advertisingspace, for results which can often prove to bedeceptive in terms of volume vs B2C, but inreality are interesting (a visit from anacquisition campaign can generate a saleof more than hundreds of thousands ofeuros).PIERRE WILTZ
Expert in traffic acquisition -Vanksen
‘
’
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Conclusion
In 3 points, a winning digital strategy for BtoB:
Quality brand content: draw the attentionof prospects thanks to expert content thatresponds to their needs.
Content management & diffusion:establish a diffusion and promotion strategyto maximise the visibility of the createdcontent
Business to Business VS People toPeople: adopt a People to People discourseon the digital sphere based on exchange anddialogue.
XAVIER LESUEUR
CEO & Founder - Vansken
‘
’
3 key points to remember
145
Thank you for your attentionDo not hesitiate to get in touch
Benelux
Jérémy Coxet
+352 48 90 90
France
Xavier Lesueur
+331 55 33 89 00
Suisse
David Pihen
+41 22 306 49 90
Contact us:
vanksen.fr
twitter.com/vanksen
facebook.com/vanksen
pinterest.com/vanksen
Solange DerreyResponsible for communication and digital studies [email protected] +33 1 55 33 89 17
Study written by:
146
Roland CrepeauE-reputation Product [email protected]+33 1 55 33 89 26
Pierre WiltzProject [email protected]+33 1 55 33 17 24
Caroline BerthonneauProject [email protected]+352 48 90 90 126
Vanksen
Our vision
Vanksen is an independant and international native digital communiation agency.
Vanksen believes in a model agency of intelligent, creative and integrated communication which detects for itsclients the opportunities of tomorrow to ensure a return on their investment.
Vanksen is a« Creative & Digital Business »
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7 trades that are the fabric of Vanksen’s expertise
Overview of the different services of the agency
ADVICE CREATION
Brand and communication
strategy
Means strategy
Visibilitystrategy
Media strategy
Monitoring of the competitive
market
Training and coaching
Online communication (site internet, social media, blog, video…)
Audiovisualcommunication
Printcommunication (identity chart, press, display,
brochure…)
Events
Digital (website, animation, viral
and social media modules,
online ads, hosting)
Audiovisual
Events
Brand audit
E-reputationmonitoring
Crisismanagement
Analysis of the competitiveenvironment
E-reputationconsulting strategy
Definition and management of
a media plan
Search enginemarketing (SEO,
SEA and SEM)
Non-media operations (RP,
guérilla…)
Definition of KPIs and impact measurement
Creation and animation of
spaces on social networks
Communityrecruitment
Communitymanagement
Specialoperations
Branding on the internet (portfolio of domain names,
brand monitoring…)
Benchmark
Monitoring and analysis
(definition of KPIs, analytics
strategy…)
PRODUCTION MEDIA E-REPBRAND
MONITORINGE-CRM
Vanksen
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