Part #3 of a slidedeck supporting talks about our experience in leveraging Inbound Marketing for B2B [Cloud] : Blogging, How to ?

1. B2B [Cloud]
Inbound Marketing
Don’t ask for permission,
just do it !
Part #3 – Blogging: how to?
Loic Simon
Loic_simon@fr.ibm.com
http://clubcloud.blogspot.com
+33 6 76 75 40 71

3. STEPPS
Social Does talking about your product or idea
Currency make people look good? Can you find
The inner remarkability? Leverage game
mechanics? Make people feel like insiders?
Triggers Consider the context. What cues make
people think about your product or idea?
How can you grow the habitat and make it
come to mind more often?
Emotion Focus on feelings. Does talking about your
product or idea generate emotion? How can
you kindle the fire?
Public Does your product or idea advertise itself?
Can people see when others are using it? If
not, how can you make the private public?
Can you create behavioral residue that
sticks around even after people use it?
Practical Does talking about your product or idea help
Value people help others? How can you highlight
incredible value, packaging your knowledge
and expertise into useful information others
will want to disseminate?
Stories What is your Trojan Horse? Is your
product or idea embedded in a broader
narrative hat people want to share? Is
the story not only viral, but also
valuable?

4. Employees
are the
brand

5. Les contributeurs de “Thoughts on Cloud –
Français” sont des SMEs [Subject Matter Experts]
Cloud francophones d’IBM et de nos Partenaires…
• Diversité des types
d’expertise et
d’expérience Cloud
– conseil,
– architecture,
– mise en oeuvre,
– exploitation,
– vente,
– écosystème,
– marché...

7. Additional visibility & credibility through Guest
Blogging… using Posts from owned Blogs

8. Types d’articles (no limits!)
• Point de vue d'expert,
• Témoignage de mise en oeuvre ou d'exploitation de
technologies/services/solutions cloud,
• Compte-rendu de conférence/évènement cloud, (également,
annonce d'un évènement cloud présenté par un SME)
• Cas d'usage, avec ou sans témoignage(s) clients
• Mode d'emploi - "How to"
• Trucs et astuces (par exemple sur l'utilisation d'une technologie,
d'un service, etc...)
• Traduction d'articles parus sur Thoughts on Cloud WW (par
Marketor ou autre), introduite par un SME référent francophone
• Curation d'un article écrit par un autre (même en anglais) avec
quelques phrases du SME référent pour introduire
• Introduction à la mise à disposition d'une présentation ou d'un livre
blanc disponible sur Slideshare, Scribd, un site IBM...

9. • Instructional: Explain how to do something or how something works
• Informational: Explain the definition of a term, or a Cloud 101 topic
• Reviews: Review and give your take on a new product or offering, or
something you checked out for the first time. Weigh the pros and cons.
• Lists: 10 things I hate about, or 5 things I learned, or 15 mistakes you’re
making…etc.
• Interviews: Interview an expert or colleague.
• Profiles: Profile someone who you know (maybe a boss or colleague) and
explain what you think makes them successful or interesting
• Link post: A list of links you’ve found interesting lately and a description of
why.
• Contrasting two options: Perhaps you’ve seen this customers, or maybe in
your own job—but there are two roads that can be taken, and you can
provide input on the pros and cons of each
• Inspirational: Forward thinking, describing possibilities you see.
• Research: Do an analysis of something and present the facts.
• Predictions and review posts: We saw a ton of these at the end of the year,
and they’re always ppopular
• Critique posts: Can be beneficial if done in a gracious manner.
• Debate: Perhaps partner with another blogger and present two opposing
viewpoints. Could end up with a very interesting balance and discussion.
• Hypothetical: The “what if” factor is very compelling and you can get creative
with this.

11. As of MAY 2012, 300.000
pages had been viewed
on : «Club Alliances*» and
now «Club Cloud des
Partenaires» Blogs
Thanks to SaaS/Cloud
focus, repetition, relevant
content, word of mouth,
networking,
With a few 0 cost mailings,
0 paid search, 0 paid
advertising, 0 paid
content, 0 specific
marketing resources, 0
POE costs, 0 agency
costs…
and with 9 SaaS & Cloud
Forums [event, content,
buzz, traffic…]
* First blog was started mid 2008.

13. B2B [Cloud]
Inbound Marketing
Don’t ask for permission,
just do it !
Next: Part #4 - Slideshare !
Loic Simon
Loic_simon@fr.ibm.com
http://clubcloud.blogspot.com
+33 6 76 75 40 71