netpress content marketing & lead management strategie

NetPress Content Marke.ng

The MoreSuccessMarke.ng

22.06.12 © NetPress GmbH & Co. KG 1

Welcome •  On the following slides, we’d like to

present our content marke+ng approach

•  Content marke.ng is simply: Ad-‐free, solu.ons-‐oriented provisioning and distribu.ng of informa.on for marke.ng purposes

•  In short: Be your own publisher and win or retain customers with your knowledgeable content

•  Let’s begin with a more detailed explana.on of content marke.ng and its advantages

Let‘s get started…!


NetPress Content Marke.ng Process


What is Content Marke.ng?

Content Marke.ng

Content Genera.on

Public Rela.on

Social Media

Lead Genera.on

Marke.ng Automa.on


Content Marke.ng basically consists of several areas: •  Content Genera.on: Crea.ng

content •  Public Rela.ons: Press and Public

Rela.ons •  Social Media: Using Social Media •  Lead Genera.on: Generate direct

sales opportuni.es •  Marke.ng Automa.on: SoYware

based support especially for Lead Genera.on

Fasten your seatbelts...

Content Marke.ng creates... •  Presence & awareness on the internet

and in other media •  Communicated exper.se in mission-‐

related segments •  Influencer rela.onship •  Providing content and news •  Dialogue (!) •  Increased number of leads •  Be_er qualified leads •  FINAL RESULT: Increase in sales

We‘re going to have a spot landing!


Content Genera.on •  Customers should be incited to

purchase by informa+ve content •  Ergo: Content must be valuable,

sustainable and of high quality •  Content can be:

–  Ar.cles for publica.ons –  Case Studies & White Papers –  Comments in Social Media Portals –  Videos, webcasts and podcasts

–  Mobile Content

Create!


Content Container Container •  Website (primary source) •  Social Networks (B2B/B2C) •  Informa.on portals •  Blogs, forums, wikis Objects •  Online and print newsle_ers •  Webcast, webinars, demos, videos •  White papers, case studies •  Ar.cles, posts, press releases •  Presenta.ons •  Events

Just publish!


Public Rela.ons •  Tradi.onal PR

–  Press releases –  Newsle_er –  Ar.cles –  Case Studies

•  Media Rela.ons –  Contacts with journalists –  Press tours –  Interviews –  Trade shows

•  Storylines •  Customized distribu.on lists •  Use of high-‐quality news services •  Comprehensive evalua.on & monitoring

Research, develop, tell!


Social Media •  Distribu.on of the content via social

media channels •  Social media channels are monitored –

customer team or NetPress respond to comments in a focused, transparent and informa.ve way

•  A small choice of poten.al channels: Twi_er, blogs, Flickr, social communi.es, XING, LinkedIn

Listen and talk to your clients.


Lead Genera.on •  The content is a means to a goal: the

company gets the contact details, the rights and the interests of customers and prospects -‐ the lead is created

•  Via enrichment (lead nurturing), companies can enhance these customer rela.onships through addi.onal content (e.g.: white paper with registra.on)

•  Lead Genera.on Campaigns with sophis.cates Methods based on Adwords, Landingpages and Keywords

•  With lead management the targeted leads are processed, qualified and forwarded

Use the interest in your knowledge.


Marke.ng Automa.on •  Targeted and automated processing

of leads •  Enrichment of leads through

requalifica.on and involvement in campaigns

•  Monitoring, enrichment and evalua.ng is complex

•  NetPress operates soYware solu.ons that automate the processes

Get the most out of it.


SEO / SEM


•  Specialized account teams •  Business strategy •  Diagnos.c tools •  Targeted implementa.ons •  Robust execu.on capabili.es •  Aggressive op.miza.on •  Account micro-‐management •  Keyword-‐level bid management •  Deep data integra.on •  Keyword op.miza.on •  Crea.ve op.miza.on

Design Services

•  Iden.ty & branding design

•  Business design –  Company brochures –  Business documenta.on –  Professional presenta.ons

•  Power point •  Documents

–  Datasheets

•  Website design –  Webpages –  Landing pages


Video Services

•  Corporate Videos –  Company presenta.on –  Launch events

•  Product Videos –  Explaining products –  Demonstra.ng services –  Presen.ng complex solu.ons

•  Event Videos –  Trade fair appearance –  Key note recordings –  Speech shots


Approach •  Analysis of current situa.on

–  Marke.ng strategy –  Performance and awareness –  Exis.ng content

•  Target Defini.on –  Awareness genera.on –  Brand building –  Lead genera.on

•  Content Marke.ng Strategy –  Project plan, ac.vi.es, resource

planning –  Milestones, quality gates

•  Implementa.on •  Monitoring, repor.ng and

evalua.on LiD off!


Cost Model •  Modular approach •  Flexible packages •  Long-‐term partnership •  Complete or project team •  Quality Gates QG ® (measuring points)

and Quality Keys ® QK (measure) ensure success

•  Retainer and project basis •  Full transparency and control •  Comprehensive reports

–  In the print environment –  In the online environment –  The website environment


REFERENCES


CeBIT / Compendium

•  Interviews at CeBIT –  Eight journalists in two days –  Channel and on-‐line publica.ons, trade magazines

and press media –  More than 40 clippings in the media –  Strengthening the Media Rela.ons

•  SME Studio TV show –  15 minutes live show at CeBIT –  Pos.ng on YouTube and other channels –  About 400 par.cipants have seen post –  Further use for other ac.vi.es

•  Wyse CeBIT Compendium –  Compendium with 48 pages –  Four manufacturers and three partners –  Distributed over 500 compendia on CeBIT –  Sales medium for Wyse / their partners

•  One Minute Pitch –  Short presenta.on of Wyse –  Publica.on in more than 20 online publica.ons


März 2012 | www.wyse.de

Cloud ClientComputing.

Kompendium

Expansion in Europe

Campaign support •  Sponsorship of tennis stars

–  Sabine Lisicki, Florian Mayer, Philipp Kohlschreiber

–  Star video with Sabine Lisicki •  Opening of three stores

–  Berlin, Hamburg, Graz –  Opening Ceremony

•  Wildcard -‐ ready for recall –  Youth Development –  Point Tennis Academy

•  Tournament Sponsorship –  regional event –  Interna.onal tournaments


Market entry since 2011

Building up press office within a month •  Defini.on of important key messages •  Building core distribu.on and editorial calendar •  Produc.on of relevant press materials (corporate

backgrounder, press kit, etc.) •  Shipping first press releases •  180 editorial appointments within six weeks

Press Tour •  Six journalists in two days •  Technical, business and online publica.ons •  Build and strengthen the Media Rela.ons

Interna.onal expansion •  Iden.fica.on of suitable partners in PR, Frank Eich,

Italy, UK and Turkey •  Establishment of an interna.onal messaging

system and SharePoint


Investor communica.on

Strengthening brand awareness •  Reputa.on by developing a con.nuous increase in

background noise •  Locally, regionally, na.onally

From reputa.on management to effec.vely communicate product •  Defini.on of product key messages •  Implementa.on of two press tours •  CEO posi.on

Con.nuous power plant communica.on •  Campaign around the Munich plant Prater •  Success stories to comple.on of PV and wind

systems

Use of digital communica.on •  Product Videos •  Videos about the structure of different power plants



Customers & references

NPAN (NetPress Agency Network)


Silicon Valley

Toronto Munich Vienna Zurich Rom London Amsterdam

Moscow Belgrade Kiev Bukarest

Budapest Prague Warsaw

•  Fast growing •  2012 •  APAC •  Africa •  South America

The management team Achim B.C. Karpf

• Achim B.C. Karpf has established the NetPress GmbH & Co. KG 2002 and is responsible A Content Marke.ng Specialist for the areas of content marke.ng, social media and lead management, sales consul.ng. Emphasis is on providing strategic advice and prac.cal implementa.on of comprehensive marke.ng strategies in B2B environment content. His business exper.se lies in informa.on technology, renewable energy, healthcare, retail and publishing.

•  In recent years, he served as a consultant and interim manager for companies such as VMware, Kaspersky, Check Point, Infinigate, WebDefender, GETAF as Marke.ng and CRM Manager, COO and CTO. In addi.on, he was responsible for projects in the areas of CRM, CMS, lead genera.on, online portals, e-‐commerce and content marke.ng in SMEs.

• Achim B.C. Karpf graduated at the Vienna University of Electrical Engineering and Computer Science. He then went through all the relevant sta.ons in the corporate environment, and finally focused on marke.ng and sales.

Stefan Karl • Stefan G. Karl works as a marke.ng

specialist at NetPress Content Marke.ng. He is responsible for strategic and opera.onal account management in the areas of online marke.ng, social media and PR. He has comprehensive B2B knowledge in informa.on technology, renewable energy, healthcare and the automo.ve and avia.on field.

• Before joining NetPress, Stefan was a consultant at the interna.onal PR agency Waggener Edstrom where he worked for clients like Hitachi Data Systems, LifeSize Communica.ons, DLP (Texas Instruments) and Green City Energy. Prior he did PR at A&B ONE agency where he amongst others looked aYer „Asklepios Future Hospital“ project of the Asklepios clinical group as well as aYer the „Combined price for civil engagement“.

• Stefan G. Karl holds a Master in Poli.cal Science with minors in Sociology and Business administra.on that he acquired at LMU Munich. He is a member of the supervisory board of MicroNova AG.

Stefan W

ild

• Stephan Wild is the owner of Wild Media Consul.ng and works as business development specialist at NetPress Content Marke.ng. He‘s a widely recognized media expert and focuses on strategic consul.ng and professional implementa.on of PR, sales and marke.ng services.

• Stephan led the renewable energy unit at Waggener Edstrom in Munich, focusing on strategic and opera.onal management of energy and high tech accounts, journalis.c know-‐how as well as marke.ng and social media campaign management. Stephan worked for clients like the solar module manufacturer Canadian Solar the solar system provider and and the planning company Green City Energy on an EMEA and worldwide basis. Stephan and his team won the pres.gious EMEA SABRE Award 2011.

• At komm.passion, he worked closely with the strategic consultancy Bain & Company, the insolvency administrator PLUTA and the engine builder Palfinger AG. On this posi.on he was able to broaden his experiences in corporate and financial communica.ons.



Copyright 2012 by Consul.ng Projects & NetPress – NICHT ZUR VERÖFFENTLICHUNG FREIGEGEBEN Bildquelle: Pixelio.de

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Kontakt

Achim B. C. Karpf [email protected] +49 171 71 81 391 Skype: akarpf XING: achimbc_karpf Stefan G. Karl [email protected] +49 178 50 15 587 Skype: gurustefan XING: Stefan_Karl2 Stephan L. Wild [email protected] +49 151 27 55 64 65 Skype: stephanwild XING: StephanL_Wild

NetPress GmbH & Co. KG Flurstraße 9 D-‐85614 Kirchseeon / München Joseph-‐Dollinger-‐Bogen 14 80807 München Tel.: +49 (8091) 51 95 91 Fax: +49 (8091) 51 95 92 Twi_er: netpress_team Facebook: NetPressContentMarke.ng

MANY THANKS!
