Content CPH — B2B Seminar 1. juli 2014
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Content CPH — B2B Seminar 1. juli 2014
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Content CPH — B2B Seminar 1. juli 2014
- 1. #contentb2b PART OF THE IN2MEDIA-GROUP Den administrerende direktør har været “social” lige siden golf-klubbens oprindelse
- 2. #contentb2b https://www.youtube.com/watch?v=2wTE3k0GqTg “How to become a customer company” (Salesforce video)
- 3. PETER SVARRE - B2B NOT SO DIFFERENT MARK REES - LINKEDIN NIKOLAJ BOSERUP - STRATEGIC THOUGHTS MIKKEL NYBO - CONTENT2COMMERCE #contentb2b
- 4. PART OF THE IN2MEDIA-GROUP B2B SEMINAR B2B NOT SO DIFFERENT… #contentb2b
- 5. #contentb2b Peter Svarre! ! TDC, Danske Bank, Pandora, BRF Kredit, Danske Spil, DT Group, Saxo Bank, Novo Nordisk, United bank of Switzerland, Nike, Carlsberg!
- 6. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter The World of Social Media #contentb2b
- 7. #contentb2b
- 8. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 10. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 12. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 14. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 15. #contentb2b
- 16. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 18. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 19. #contentb2b
- 20. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
- 21. PART OF THE IN2MEDIA-GROUP #contentb2b MEN HVAD MED B2B?
- 24. #contentb2b
- 26. #contentb2b
- 28. #contentb2b
- 29. #contentb2b
- 31. #contentb2b
- 33. #contentb2b
- 35. #contentb2b
- 36. Accounting Software Google Facebook amino.dk Morten Lund Startup Network LinkedIn Blog #contentb2b
- 38. Accounting Software Google Facebook amino.dk Morten Lund Startup Network LinkedIn Blog #contentb2b
- 39. PART OF THE IN2MEDIA-GROUP #contentb2b THE PRINCIPLES ARE THE SAME
- 40. PART OF THE IN2MEDIA-GROUP #contentb2b THE PLATFORMS ARE DIFFERENT
- 41. PART OF THE IN2MEDIA-GROUP #contentb2b HOW?
- 42. CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT #contentb2b
- 43. CHOOSE THE RIGHT PLATFORMS
- 44. Nobody talks about pumps! #contentb2b
- 45. But they talk about energy! #contentb2b
- 48. LISTEN, TALK & BE INTERESTING
- 52. BE TRANSPARENT
- 53. #contentb2b
- 54. • 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 #contentb2b PART OF THE IN2MEDIA-GROUP
- 55. CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT #contentb2b
- 56. Businesses are made of people #contentb2b PART OF THE IN2MEDIA-GROUP CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
- 57. Potentialet for sociale medier er langt større i B2B end i B2C #contentb2b PART OF THE IN2MEDIA-GROUP CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
- 58. Let’s get inspired… #contentb2b PART OF THE IN2MEDIA-GROUP CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
- 59. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
- 60. PART OF THE IN2MEDIA-GROUP B2B SEMINAR #contentb2b
- 61. #contentb2b Mark Rees! ! Samsung, GN Resound, Louis Nielsen, Troldekugler, Ecco, Kulturstyrelsen, Leo Pharma, TDC!
- 62. PART OF THE IN2MEDIA-GROUP #contentb2b RECRUITMENT KNOWLEDGE MARKETING & SALES
- 63. PART OF THE IN2MEDIA-GROUP #contentb2b RECRUITMENT
- 64. #contentb2b HR-manager: Talent search + InMail Organization-wide: Engaging company page + Engaged employee profiles Active Attraction Attraction Passive HIRED Active
- 65. PART OF THE IN2MEDIA-GROUP #contentb2b KNOWLEDGE
- 68. PART OF THE IN2MEDIA-GROUP #contentb2b MARKETING & SALES
- 69. #contentb2b Extend reach through social sharing Publish content in a relevant context Target with effective accuracy MARKETING SALES Find Approach Engage
- 70. #contentb2b Display-ads InMailSocial-ads (Employee posts) Content-ads (Promoted posts) APIs Possibilities, possibilities, possibilities
- 71. #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.
- 72. #contentb2b HEWLETT PACKARD The first company to hit 1,000,000 Followers for a Company Page. They also set up a specific Discussion Group to attract small businesses 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
- 73. #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. ! • LinkedIn Company page: 250,000 company subscribers.
- 74. #contentb2b Citi worked with LinkedIn to launch Connect: Professional Women's Network ! Discussions among the over 320,000- person-strong group are user- generated and include video, news and polls. BEST PRACTICE
- 75. #contentb2b DOCUSIGN InMail targeted by geographic area, company size and job title for a 6-month lead-generation campaign. ! Sales rose +45% from 550 participants before the LinkedIn effort, to more than 800 after. ! ! InMail
- 76. #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
- 77. #contentb2b Sure, but on ?
- 78. #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.” CREATIVE STRATEGIC CAMPAIGNS InMail LinkedIn APIs
- 82. #contentb2b Always think in one of these aspects: EntertainmentUtility Prestige PUBLISHING CONTENT
- 83. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
- 84. PART OF THE IN2MEDIA-GROUP B2B SEMINAR B2B SOCIAL SEO IMPACT
- 85. #contentb2b Martino d’Apuzzo! ! Expedia.com, The Vatican, Volkswagen, Alka, Alm. Brand, GF, Ford, Aller, Danske Bank, Falck, RD, Startours, Audi, BRF Kredit!
- 86. #contentb2b
- 87. #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
- 88. #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
- 89. #contentb2b What does SEO consist of? Side titler Indhold Overskrifter Billeder Interne links CMS Domain Setup Server Setup Load time WWW resolve Facebook Google plus Pinterest Twitter Forums PLATFORM Fundament Vigtigt Meget vigtigt Fremtidens SEO LINKS SOCIALINDHOLD 1996 - nu 1998 - nu 2012 - ? Blogs One way links Link claiming Ref. Domains Relevance
- 90. #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
- 91. #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
- 92. #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.
- 93. #contentb2b Twitter 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.
- 94. #contentb2b Pinterest 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.
- 95. #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.
- 97. #contentb2b Samsung Facebook - always on Always-on igangsættes på Samsung i DK Synligheden i Google steget med 15 % i perioden
- 98. #contentb2b Case: Spies - Youtube Fra 12.410 til 15.236 = 23 % stigning i SEO Synlighed
- 99. #contentb2b 16.365 – 19.718 = 20 % stigning i SEO Synlighed Case: Spies - Youtube
- 101. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
- 102. PART OF THE IN2MEDIA-GROUP B2B SEMINAR THOUGHTS ON STRATEGY #contentb2b
- 103. #contentb2b Nikolaj Boserup! ! Samsung, Troldekugler, GN Resound, Landbrug Fødevarer, Louis Nielsen, Ecco!
- 104. 78% 44% 0 0 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.
- 105. THINK LIKE A MEDIA COMPANY Brand interests Targetgroup interests
- 106. 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). “ ”
- 107. Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
- 108. DELIVERING VALUE ACROSS THE ENTIRE BUSINESS ECOSYSTEM COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT HELPFUL CONTENT EMPLOYEE ADVOCACY CUSTOMER ADVOCACY SALES/REVENUE PRODUCT FEEDBACK THE SOCIAL BUSINESS! INTERNAL! (employees, partners)! EXTERNAL ! (customers, partners, media)! Operational exxelence Socialbrand
- 109. 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
- 110. 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
- 111. 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.
- 112. 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
- 113. 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
- 114. CHANNEL STRATEGY Align 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
- 115. CONTENT CREATION / CURATION Deliver 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 +
- 116. BUILD CONVERGED MEDIA MODELS Integrate 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 Engagement Time Benchmarks
- 117. 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
- 118. PARTICIPATORY STORYTELLING = ADVOCACY PROGRAMMING Brand Journalism Employee amplification
- 119. 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
- 120. MEASURE AND ITERATE Build 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.
- 121. 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
- 122. OPERATIONAL FRAMEWORK Build 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
- 123. SOCIAL NARRATIVE DEVELOPEMNT EDITORIAL FRAMEWORK INTERNAL 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
- 124. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
- 125. PART OF THE IN2MEDIA-GROUP B2B SEMINAR LAST THOUGHTS - CONTENT2COMMERCE #contentb2b
- 126. #contentb2b Mikkel Nybo! ! TDC, Samsung, Bakken, H&M, Ecco, Specsavers, Troldekugler, Sodastrem, Sony, Danske Spil, Leo Pharma!
- 127. #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…
- 128. #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:
- 129. #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
- 130. #contentb2b Digital need: Structured ecosystem Magazines Blogs Events Happenings Fora Communities - Dialogue - Positioning - Traffic - SEO DISTRIBUTION OF CONTENT TRAFFIC TO OWN PLATFORMS OWN PLATFORMS
- 131. #contentb2b - Create unique content, that engages customers & potential leads ! - Focus on converting engagement to measurable business performance Content2Commerce
- 132. #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
- 133. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you