Digital Influencer Relations bei Fujitsu #SMCMUC 20.10.2014

Internet

Daniel Klaus
Daniel Klaus
Global Marketing Group
@daniel__klaus
Digital Influencer Relation

Daniel Klaus
Content
The company
Our target audience
The concept
Digital Influencer Project
Digital Influencer Relation

Daniel Klaus
We do everything in ICT
PC/Mobile
Services
Networks
Software
Servers
Approximately 162,000 Fujitsu colleagues working with customers in over 100 countries

INTERNAL USE ONLY
The Target Audience –
B2B

INTERNAL USE ONLY
Senior IT Executive (CTO, CIO,..)
Senior Biz Executive (CEO, CFO,..)
IT Manager
IT Professional
Purchasing Manager
Biz Professional (Project Manager)

Daniel Klaus
81%
said word-of-mouth recommendations influence their purchase decisions
Source: DemandGen report

Daniel Klaus
Ads / stories
Information & review
Sales
All along the B2B decision-making process
Online Touchpoints
Offline Touchpoints
Banner
Event
Sales Rep
White Paper
Blogger
Review
via Google
Linkedin
post
Airport Ad
Awareness Favorability Consideration Conversion

Daniel Klaus
Digital Influencer concept – what we do
Digital Influencer Relation
Projects
Projects
Projects
2009
2010
2011
2012
2013
2014
2015

Daniel Klaus
Digital Influencer concept - Projects
Digital Influencer Relation
Projects
Projects
Projects

Daniel Klaus
Reach (number of fans, followers,…..)
Passion & knowledge of a topic/product
Fujitsu Digital Influencer
Digital Influencer
Celebrity/
Rockstar

Daniel Klaus
Digital Influencer reviews via tasks
Own content
e.g. White Papers
Agency produced
Web page
Produce/Find
Hub
Organic
Native advertising & banner
Distribute/Share
Digital Influencer Project
Via local blogs
SEO
Own media

Daniel Klaus
The hub: Master Your Business

Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Badges: awards for bloggers

Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Extended ranking system:

Daniel Klaus
Example
Sparkling black, ultra-slim, robust with magnesium & aluminum housing and with super-crisp touch display. Sophisticated business Ultrabook.
First things to discover is the bundled docking station / port replicator. That really helps to keep the desk tidy (and I am very bad at it - so I get all help that I can) at the office.

Daniel Klaus
Reach
Engage
Convert
Reach
Blog:
Facebook:
Twitter:
Linkedin:
Blogosphere & PR:
Twitter:
Linkedin:
Unique Visits Projectblog
Browser
Chrome:
Safari (in-app):
Android Browser:
IE:
Firefox:
Safari:
Devices
Desktop:
Mobile:
Tablet:
Total # of contacts reached
Page/Visit
Time spent on site
Engagement / rate
Social Shares on own platform
Twitter:
Linkedin:
FB (likes):
Number of page 1 results (Google)
KPI dashboard (summary)
Consider: B2B buying process
Click on Product info
Click on Reseller Locator
NPS
Number of Insider contacts planning to buy a FJ device
Sentiment

Daniel Klaus
Digital Influencer Relations
Digital Influencer Relation
Projects
Projects
Projects

Daniel Klaus
Facebook Group: „Direct line to Fujitsu“ for Silver Insiders
Stay in touch
Share preview on product launches
Q&A with experts
Invitations to Cebit & local events
…..

Daniel Klaus
Invitation to events
Fujitsu Forum Munich
Fujitsu Forum Tokyo
Cebit Hannover
Local events in the countries

Daniel Klaus
Stay in touch during the projects
Factory Tour
Expert talks
Test devices

Daniel Klaus
Thank you! Questions?
@daniel__klaus

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