content cph — b2b seminar 1. juli 2014
DESCRIPTION
Content CPH — B2B Seminar 1. juli 2014TRANSCRIPT
#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
#contentb2b
Peter Svarre!!TDC, Danske Bank, Pandora, BRF Kredit, Danske Spil, DT Group, Saxo Bank, Novo Nordisk, United bank of Switzerland, Nike, Carlsberg!
CanonWikipedia
DPreview
Blogs
EDB priser
The World of Social Media
#contentb2b
#contentb2b
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
#contentb2b
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
#contentb2b
CanonWikipedia
DPreview
Blogs
EDB priser
#contentb2b
The World of Social Media
PART OF THE IN2MEDIA-GROUP
#contentb2b
MEN HVAD MED B2B?
Accounting Software
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#contentb2b
Accounting Software
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#contentb2b
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Accounting Software
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#contentb2b
#contentb2b
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Accounting Software
amino.dk
Morten Lund
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#contentb2b
#contentb2b
Accounting Software
amino.dk
Morten Lund
StartupNetwork
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#contentb2b
#contentb2b
Accounting Software
amino.dk
Morten Lund
StartupNetwork
?
#contentb2b
#contentb2b
Accounting Software
amino.dk
Morten Lund
StartupNetwork
Blog
#contentb2b
Accounting Software
amino.dk
Morten Lund
StartupNetwork
Blog
#contentb2b
PART OF THE IN2MEDIA-GROUP
#contentb2b
THE PRINCIPLES ARE THE SAME
PART OF THE IN2MEDIA-GROUP
#contentb2b
THE PLATFORMS ARE DIFFERENT
PART OF THE IN2MEDIA-GROUP
#contentb2b
HOW?
CHOOSE THE RIGHT PLATFORMS
LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
#contentb2b
CHOOSE THE RIGHT PLATFORMS
Nobody talks about pumps!
#contentb2b
But they talk about energy!#contentb2b
GrundfosWikipedia
Expert communities
Blogs
Expert portals
Mobile Apps
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
#contentb2bPART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT PLATFORMS
LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
#contentb2b
Businesses are made of people
#contentb2bPART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT PLATFORMS
LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
Potentialet for sociale medier er langt større i B2B end i B2C
#contentb2bPART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT PLATFORMS
LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
Let’s get inspired…
#contentb2bPART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT PLATFORMS
LISTEN, TALK& BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
#contentb2b
#contentb2b
Mark Rees!!Samsung, GN Resound, Louis Nielsen, Troldekugler, Ecco, Kulturstyrelsen, Leo Pharma, TDC!
PART OF THE IN2MEDIA-GROUP
#contentb2b
RECRUITMENT KNOWLEDGE MARKETING& SALES
PART OF THE IN2MEDIA-GROUP
#contentb2b
RECRUITMENT
#contentb2b
HR-manager: Talent search
+InMail
Organization-wide: Engaging company page
+Engaged employee profiles
Active
Attraction Attraction
Passive
HIRED
Active
PART OF THE IN2MEDIA-GROUP
#contentb2b
KNOWLEDGE
#contentb2b
SlideshareGroups Pulse Influencers
Newsfeed
#contentb2b
Thought Leadership
PART OF THE IN2MEDIA-GROUP
#contentb2b
MARKETING & SALES
#contentb2b
Extend reach through social
sharing
Publish contentin a relevant
context
Target with effective accuracy
MARKETING
SALES
Find Approach Engage
#contentb2b
Display-adsInMailSocial-ads
(Employee posts)Content-ads(Promoted posts)
APIs
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
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
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
#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
35 %
17 %
11 %
6 % 3 %
8 %
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
CMS
Domain Setup
Server Setup
Load time
WWW resolve
Google plus
Forums
PLATFORM
Fundament Vigtigt Meget vigtigt Fremtidens SEO
LINKS SOCIAL INDHOLD
1996 - nu 1998 - nu 2012 - ?
Blogs
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.
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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.
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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
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
THOUGHTS ON STRATEGY
#contentb2b
#contentb2b
Nikolaj Boserup!!Samsung, Troldekugler, GN Resound, Landbrug Fødevarer, Louis Nielsen, Ecco!
78%
44%
0 0,7
14 %
22 %
25 %
26 %
33 %
39 %
45 %
52 %
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)!
Ope
ration
al
exxe
lenc
e
Social
bra
nd
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
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
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
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
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
Own
Earned
Paid
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
1
2
3
Promote post
Enga
gem
ent
Time
Benchmarks
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
PARTICIPATORY STORYTELLING = ADVOCACY PROGRAMMING
Brand Journalism Employee amplification
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
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.
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
OPERATIONAL FRAMEWORKBuild a newsroom organization by identifying roles/responsibilities for internal stakeholders
and agency partners.
Roles
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,
etc.)
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
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
LAST THOUGHTS - CONTENT2COMMERCE
#contentb2b
#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
Blogs
Events
Happenings
Fora
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
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you