Case description of UC roadshow campaign of Siemens Enterprise Communications. Including context, case, results and learnings

1. The UC Roadshow case of Siemens Enterprise Communications Participative branding in BtoB Jo Heirman Managing Partner Proximity BBDO

3. Context Results Case Learnings

5. The evolution of telecom solutions for Businesses Telephony Fax Voice Mail Unified Messaging Front- / Back-Office Integration Proprietary (IP) Solutions Process-Driven Virtualized: Organization Hierarchical Communications Traditional Telephony VoIP / IP Telephony Unified Communication 1970s and 1980s Today 1990s Unified Communications Open Standards Software Oriented Architecture Collaboration Solutions

6. Today’s needs of the marketplace Strategic & Open Communications Supporting people Location independent Information & network driven Ending information overload! Customer facing Back-office Across the supply chain Supporting value-flows Deploying technology Internet CRM VoIP LAN/WAN Mobile Data centers VoWLAN Hosting Deployment Options Unified Communication

7. The proposition of Siemens Enterprise Communications Unified Communications (UC) solutions focus on embedding communication and collaboration into business processes. This increases workplace productivity and effectiveness . UC solutions should be software-based , open , extensible and support the customer’s choice of services. These elements are controllable as software services , or from the customer’s existing business application software 90 Mobility Email IM Voice Across Media Across Devices Video Conferencing & Collaboration Mobility Messaging IM, EM, VM Voice OpenScape Unified Communications Suite Presence C E B P

8. The vision of Siemens Enterprise Communication Voice will be the foundation for a new multi-media business communications paradigm; pervasive, intuitive interactive, effective Enterprise unified communications will be software-based Single vendor enterprise UC solutions are not realistic Open Communications maximizes business value by enabling CEBP (Communications Enabled Business Processes) with lower TCO Enterprise-grade communication and multi-Vendor services capabilities are required

9. The solution of Siemens Enterprise Communication IP Infrastructure - IT/Telephony OpenScape Unified Communications Server Voice Video Messaging IM, EM, VM Conferencing Collaboration Mobility Others OpenScape Voice OpenScape Video OpenScape UC Application OpenScape Mobility OpenScape Contact Center Others Business Process Integration

10. And the way it looks for the user Click to call, IM or email your contact’s preferred device Tell-me-when feature automatically tracks a contact’s voice and IM availability View presence of contacts and workgroups Click to collaborate with your contact’s Set your presence status, location, and free form note Manage your workgroups with published ONS and presence. Members can sign in/out Initiate ad-hoc, meet-me and scheduled conferencing sessions View location, time zone and personal message (free form text) Route incoming communications to your preferred device View or join an active conference Place a call

11. The emergence a new brand identity BEFORE – a supplier of products and technology NOW – an IT player supplying Unified Communications & Collaboration software and solutions

13. Context Results Case Learnings

19. Common for this type of marketplaces is the use of a lot & complex buzzwords

20. View SIP buzzword movie at http://nl.youtube.com/watch?v=vBftm2eNISk No problem. The event manager explains it to you.

24. Remained the complex organisational issues of a BtoB roadshow… Event site Vorige Events Video’s Bedankt Registratie pagina E-mail Uitnodiging Hou me op de hoogte Inschrijven Perso demo aanvragen Ingeschreven NO YES Bevestiging Uitnodiging Collega’s uitgenodigd? Geen reactie YES Bedrijfspagina met Mini en status genodigden per event Collega Ingeschreven NO YES Bedankt Bevestiging Bevestiging aanbrenger Toegang Event presentaties DB met Inschrijvingen Per event DB met Email opt-ins Verrijkte DB met alle contacten Reminder Email Uitnodiging Telefoontje Van Sabrina Extra contacten opgegeven door aanbrenger If opt-in If not E-mail Reminder T-shirt ligt klaar D-day D-day +7à14 Event X X-day X-day -10 X-day -2 Telefoontje Sabrina DB Bevestigingen Event X DB Deelnemers Event X X-day +2 Aanwezig YES NO Aanvraag pagina Bedankt Bevestiging Aanvraag pagina Bedankt Bevestiging Opvolgen Salesforce.com If 3x DB met potentiële winnaars Mini Gewonnen Event x Agenda Sabrina & Buzz Moment Trailer + test LinkedIn Ads Google Ads Blog Ads Siemens.be /open B-F-Y E-mail ATL campaign STATUS DB NO Afsluiting Email 1 Afsluiting Email 2 Email 3 PR

25. We were lucky our event manager was rather a handy person, trained in the products, answering common questions, introducing the right persons within the Siemens organisation, calling colleagues, answering requests…

26. And did she get some help from our operational marketing services department (CIC). Sneeuwwitje and the seven dwarfs..

30. Context Results Case Learnings

31. 5.017 visitors 9.575 visits Quite high figures for a BtoB campaign action site live for 6 weeks only And… 30 % of the visitors was on the site for more then 1 hour. 25% came back more then 10 times 34 % 14 % 13 % 19 % 6 % 21 % 50 %

32. Traffic was rather spread over the campaign period, with peaks at the start of the campaign and during the event weeks. Traffic is most influenced by the e-mail pushes Important e-mail pushes

41. Leads are transfered to SalesForce.com First feedback : high conversion-to-visit ratio Sales? Maybe next year…

42. Context Results Case Learnings