0
#contentb2b
PART OF THE IN2MEDIA-GROUP
Den administrerende direktør har været “social” lige siden golf-klubbens oprindelse
#contentb2b
https://www.youtube.com/watch?v=2wTE3k0GqTg
“How to become a customer company” (Salesforce video)
PETER SVARRE
- B2B NOT SO
DIFFERENT
MARK REES
- LINKEDIN
NIKOLAJ BOSERUP
- STRATEGIC THOUGHTS
MIKKEL NYBO
- CONTENT2COMMER...
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
B2B NOT SO DIFFERENT…
#contentb2b
#contentb2b
Peter Svarre!
!
TDC, Danske Bank, Pandora, BRF Kredit,
Danske Spil, DT Group, Saxo Bank, Novo
Nordisk, United ...
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
The World of Social Media
#contentb2b
#contentb2b
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
#contentb2b
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
#contentb2b
Canon
Wikipedia
Facebook
DPreview
Blogs
EDB priser
Pinterest
Twitter
#contentb2b
The World of Social Media
PART OF THE IN2MEDIA-GROUP
#contentb2b
MEN HVAD MED B2B?
Accounting

Software
?
?
?
?
?
?
?
#contentb2b
Accounting

Software
?
Facebook
?
?
?
?
?
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
?
?
?
?
?
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
?
?
?
?
#contentb2b
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
Morten 

Lund
?
?
?
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
Morten 

Lund
Startup

Network
?
?
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
Morten 

Lund
Startup

Network
LinkedIn
?
#contentb2b
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
Morten 

Lund
Startup

Network
LinkedIn
Blog
#contentb2b
Accounting

Software
Google
Facebook
amino.dk
Morten 

Lund
Startup

Network
LinkedIn
Blog
#contentb2b
PART OF THE IN2MEDIA-GROUP
#contentb2b
THE PRINCIPLES ARE THE SAME
PART OF THE IN2MEDIA-GROUP
#contentb2b
THE PLATFORMS ARE DIFFERENT
PART OF THE IN2MEDIA-GROUP
#contentb2b
HOW?
CHOOSE THE RIGHT
PLATFORMS
LISTEN, TALK
& BE INTERESTING
CREATE INVOLVEMENT BE TRANSPARENT
#contentb2b
CHOOSE THE RIGHT PLATFORMS
Nobody talks about pumps!
#contentb2b
But they talk about energy!
#contentb2b
Grundfos
Wikipedia
LinkedIn
Expert

communities
Blogs
Expert 

portals
Mobile 

Apps
Twitter
LISTEN, TALK
& BE INTERESTING
CREATE INVOLVEMENT
BE TRANSPARENT
#contentb2b
• 17.000 internal blogs
• 100.000 employees use internal blogs
• Over 70.000 employees use SocialBlue (a type of Facebook ...
CHOOSE THE RIGHT
PLATFORMS
LISTEN, TALK
& BE INTERESTING
CREATE INVOLVEMENT BE TRANSPARENT
#contentb2b
Businesses are made of people
#contentb2b
PART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT
PLATFORMS
LISTEN, TALK
& BE INTEREST...
Potentialet for sociale medier er langt
større i B2B end i B2C
#contentb2b
PART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT
PLA...
Let’s get inspired…
#contentb2b
PART OF THE IN2MEDIA-GROUP
CHOOSE THE RIGHT
PLATFORMS
LISTEN, TALK
& BE INTERESTING
CREATE...
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
#contentb2b
#contentb2b
Mark Rees!
!
Samsung, GN Resound, Louis Nielsen,
Troldekugler, Ecco, Kulturstyrelsen, Leo
Pharma, TDC!
PART OF THE IN2MEDIA-GROUP
#contentb2b
RECRUITMENT KNOWLEDGE MARKETING

& SALES
PART OF THE IN2MEDIA-GROUP
#contentb2b
RECRUITMENT
#contentb2b
HR-manager:
Talent search

+

InMail
Organization-wide:
Engaging company page
+

Engaged employee profiles
Act...
PART OF THE IN2MEDIA-GROUP
#contentb2b
KNOWLEDGE
#contentb2b
SlideshareGroups Pulse Influencers
Newsfeed
#contentb2b
Thought Leadership
PART OF THE IN2MEDIA-GROUP
#contentb2b
MARKETING

& SALES
#contentb2b
Extend reach
through social
sharing
Publish content

in a relevant
context
Target with
effective
accuracy
MARK...
#contentb2b
Display-ads InMailSocial-ads

(Employee posts)
Content-ads

(Promoted posts)
APIs
Possibilities, possibilities...
#contentb2b
COMPANY PAGES
• Posted relevant updates +

Ran targeted LinkedIn display ads

• Company page Followers grew fr...
#contentb2b
HEWLETT PACKARD

The first company to hit 1,000,000
Followers for a Company Page.
They also set up a specific
...
#contentb2b
PHILIPS HEALTHCARE
Wanted to increase the credibility of their products
among top professionals.
!
• 90,000 fo...
#contentb2b
Citi worked with LinkedIn to launch
Connect: Professional Women's
Network
!
Discussions among the over 320,000...
#contentb2b


DOCUSIGN

InMail targeted by geographic
area, company size and job title
for a 6-month lead-generation
campa...
#contentb2b
VESTAS

• 50 targeted companies, with
each their own custom campaign
site — over 400.000 employees
reached.
!
...
#contentb2b
Sure, but on ?
#contentb2b
InMail:

“We’re all excited for you about the new gig!

To show this, we’re hooking you up with a
complimentar...
#contentb2b
CREATIVE

STRATEGIC

CAMPAIGNS
nametaganalyzer.com
LinkedIn APIs
#contentb2b
CREATIVE

STRATEGIC

CAMPAIGNS
nametaganalyzer.com
LinkedIn APIs
#contentb2b
Entertainment

value
Utility

value
#contentb2b
Always think in one of these aspects:
EntertainmentUtility Prestige
PUBLISHING CONTENT
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
B2B SOCIAL SEO IMPACT
#contentb2b
Martino d’Apuzzo!
!
Expedia.com, The Vatican, Volkswagen, Alka,
Alm. Brand, GF, Ford, Aller, Danske Bank,
Falc...
#contentb2b
#contentb2b
Behavioral changes in purchase
Research & engagement
Consideration & Compare
Purchase
SEO - 85 %
SEO – 50 %
SE...
#contentb2b
Click-rates on Page 1 - Google
Sammenlignet med #8 #9 eller #10
giver en 3. position 4 gange mere trafik
Traff...
#contentb2b
What does SEO consist of?
Side titler
Indhold
Overskrifter
Billeder
Interne links
CMS
Domain Setup
Server Setu...
#contentb2b
Google ranking factors
Eksterne faktorer – 65 % af Google nuværende faktorer for at ranke en
webside højt er e...
#contentb2b
Some quick facts…
The analysis of 10,000 keywords has led to:
30,000 SERPs (search engine result pages)
300,00...
#contentb2b
Facebook total
We show here a correlation of the
summary of all Facebook metrics (shares,
likes and comments) ...
#contentb2b
Twitter
The average number of tweets from the
Twitter network ‒ which is more of an
information aggregator tha...
#contentb2b
Pinterest
Pins ‒ i.e. signals from the Pinterest
network, which allows members to "pin"
content, mainly in the...
#contentb2b
Google+
Of particular interest in the analysis of
Ranking Factors for the search engine
Google is clearly the ...
#contentb2b
Google going social
#contentb2b
Samsung Facebook - always on
Always-on igangsættes
på Samsung i DK
Synligheden i
Google steget med
15 % i peri...
#contentb2b
Case: Spies - Youtube
Fra 12.410 til
15.236 = 23 %
stigning i SEO
Synlighed
#contentb2b
16.365 – 19.718
= 20 % stigning i
SEO Synlighed
Case: Spies - Youtube
Case: Mercedes-Benz
#contentb2b
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
THOUGHTS ON STRATEGY
#contentb2b
#contentb2b
Nikolaj Boserup!
!
Samsung, Troldekugler, GN Resound,
Landbrug Fødevarer, Louis Nielsen, Ecco!
78%
44%
0 0
14 %
22 %
25 %
26 %
33 %
39 %
45 %
52 %
64 %Producing enough content
Producing the kind of content that engage...
THINK LIKE A MEDIA COMPANY
Brand
interests
Targetgroup
interests
THIS SHIFT REQUIRES A SHIFT IN CULTURE,
BUSINESS AND OPERATIONS
A social business strategy is a documented plan of action ...
Develop a story that breaks
through the clutter, is relevant
to a specific audience and
delivers brand value.
DELIVERING VALUE ACROSS THE ENTIRE BUSINESS
ECOSYSTEM
COLLABORATION

KNOWLEDGE SHARING

SOCIAL ENABLEMENT
COMMUNITY ENGAGE...
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
NARRATIVE DEVELOPMENT
Key inputs
Collaborative workshop
Analysis & brainstorm
Brand positioning
Social Graph
Customer segm...
EDITORIAL FRAMEWORK DEVELOPMENT
Social brand narrative
Content Themes
Real-time content based on trends
Event / campaign b...
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
CHANNEL STRATEGY
Align channels with content themes. Prioritize and map storytelling initiatives to specific digital
channe...
CONTENT CREATION / CURATION
Deliver content creation and curation models for distribution 

and amplification.
A B C D
Edit...
BUILD CONVERGED MEDIA MODELS
Integrate paid, earned, shared and owned media based on brand priorities and/or
content perfo...
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
PARTICIPATORY STORYTELLING = ADVOCACY PROGRAMMING
Brand Journalism
 Employee amplification
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
MEASURE AND ITERATE
Build an analytics infrastructure that identifies performance benchmarks and
improves content over time...
SOCIAL MEDIA STRATEGY
Social Narrative
development
Social Channel
Strategy
Participatory
Storytelling
Content
Performance ...
OPERATIONAL FRAMEWORK
Build a newsroom organization by identifying roles/responsibilities for internal stakeholders
and ag...
SOCIAL
NARRATIVE
DEVELOPEMNT
EDITORIAL
FRAMEWORK
INTERNAL
ADOPTION AND
TRAINING
Workshop 2
Development of themes &
content...
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
PART OF THE IN2MEDIA-GROUP
B2B SEMINAR
LAST THOUGHTS -
CONTENT2COMMERCE
#contentb2b
#contentb2b
Mikkel Nybo!
!
TDC, Samsung, Bakken, H&M, Ecco,
Specsavers, Troldekugler, Sodastrem,
Sony, Danske Spil, Leo Ph...
#contentb2b
!
* fanbase grown from 30.000 fans to 75.000 fans !
!
* engagement rate risen from 2,3% to 3,4%!
!
* 1.478 lik...
#contentb2b
!
!
…that our fans & social relations are:!
!
* 3 times as willing to recommend us !
* that they averagely hav...
#contentb2b
What Social Media does for the business, has to be expressed more clearly!
Value of a fan
SALES
Purchase-habit...
#contentb2b
Digital need: Structured ecosystem
Magazines
Blogs
Events
Happenings
Fora
Communities
- Dialogue
- Positioning...
#contentb2b
- Create unique content, that engages customers & potential leads
!
- Focus on converting engagement to measur...
#contentb2b
- B2B is not too different from B2C
- Linkedin is more than a database of resumés
- Social Media is vital to S...
PART OF THE IN2MEDIA-GROUP
#contentb2b
Questions?
(for slides, connect on twitter: @ContentCph)
Thank you
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
Content CPH — B2B Seminar 1. juli 2014
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Transcript of "Content CPH — B2B Seminar 1. juli 2014"

  1. 1. #contentb2b PART OF THE IN2MEDIA-GROUP Den administrerende direktør har været “social” lige siden golf-klubbens oprindelse
  2. 2. #contentb2b https://www.youtube.com/watch?v=2wTE3k0GqTg “How to become a customer company” (Salesforce video)
  3. 3. PETER SVARRE - B2B NOT SO DIFFERENT MARK REES - LINKEDIN NIKOLAJ BOSERUP - STRATEGIC THOUGHTS MIKKEL NYBO - CONTENT2COMMERCE #contentb2b
  4. 4. PART OF THE IN2MEDIA-GROUP B2B SEMINAR B2B NOT SO DIFFERENT… #contentb2b
  5. 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. 6. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter The World of Social Media #contentb2b
  7. 7. #contentb2b
  8. 8. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  9. 9. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  10. 10. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  11. 11. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  12. 12. #contentb2b
  13. 13. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  14. 14. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  15. 15. #contentb2b
  16. 16. Canon Wikipedia Facebook DPreview Blogs EDB priser Pinterest Twitter #contentb2b The World of Social Media
  17. 17. PART OF THE IN2MEDIA-GROUP #contentb2b MEN HVAD MED B2B?
  18. 18. Accounting
 Software ? ? ? ? ? ? ? #contentb2b
  19. 19. Accounting
 Software ? Facebook ? ? ? ? ? #contentb2b
  20. 20. #contentb2b
  21. 21. Accounting
 Software Google Facebook ? ? ? ? ? #contentb2b
  22. 22. #contentb2b
  23. 23. Accounting
 Software Google Facebook amino.dk ? ? ? ? #contentb2b
  24. 24. #contentb2b
  25. 25. #contentb2b
  26. 26. Accounting
 Software Google Facebook amino.dk Morten 
 Lund ? ? ? #contentb2b
  27. 27. #contentb2b
  28. 28. Accounting
 Software Google Facebook amino.dk Morten 
 Lund Startup
 Network ? ? #contentb2b
  29. 29. #contentb2b
  30. 30. Accounting
 Software Google Facebook amino.dk Morten 
 Lund Startup
 Network LinkedIn ? #contentb2b
  31. 31. #contentb2b
  32. 32. Accounting
 Software Google Facebook amino.dk Morten 
 Lund Startup
 Network LinkedIn Blog #contentb2b
  33. 33. Accounting
 Software Google Facebook amino.dk Morten 
 Lund Startup
 Network LinkedIn Blog #contentb2b
  34. 34. PART OF THE IN2MEDIA-GROUP #contentb2b THE PRINCIPLES ARE THE SAME
  35. 35. PART OF THE IN2MEDIA-GROUP #contentb2b THE PLATFORMS ARE DIFFERENT
  36. 36. PART OF THE IN2MEDIA-GROUP #contentb2b HOW?
  37. 37. CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT #contentb2b
  38. 38. CHOOSE THE RIGHT PLATFORMS
  39. 39. Nobody talks about pumps! #contentb2b
  40. 40. But they talk about energy! #contentb2b
  41. 41. Grundfos Wikipedia LinkedIn Expert
 communities Blogs Expert 
 portals Mobile 
 Apps Twitter
  42. 42. LISTEN, TALK & BE INTERESTING
  43. 43. CREATE INVOLVEMENT
  44. 44. BE TRANSPARENT
  45. 45. #contentb2b
  46. 46. • 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
  47. 47. CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT #contentb2b
  48. 48. Businesses are made of people #contentb2b PART OF THE IN2MEDIA-GROUP CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
  49. 49. 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
  50. 50. Let’s get inspired… #contentb2b PART OF THE IN2MEDIA-GROUP CHOOSE THE RIGHT PLATFORMS LISTEN, TALK & BE INTERESTING CREATE INVOLVEMENT BE TRANSPARENT
  51. 51. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
  52. 52. PART OF THE IN2MEDIA-GROUP B2B SEMINAR #contentb2b
  53. 53. #contentb2b Mark Rees! ! Samsung, GN Resound, Louis Nielsen, Troldekugler, Ecco, Kulturstyrelsen, Leo Pharma, TDC!
  54. 54. PART OF THE IN2MEDIA-GROUP #contentb2b RECRUITMENT KNOWLEDGE MARKETING
 & SALES
  55. 55. PART OF THE IN2MEDIA-GROUP #contentb2b RECRUITMENT
  56. 56. #contentb2b HR-manager: Talent search
 +
 InMail Organization-wide: Engaging company page +
 Engaged employee profiles Active Attraction Attraction Passive HIRED Active
  57. 57. PART OF THE IN2MEDIA-GROUP #contentb2b KNOWLEDGE
  58. 58. #contentb2b SlideshareGroups Pulse Influencers Newsfeed
  59. 59. #contentb2b Thought Leadership
  60. 60. PART OF THE IN2MEDIA-GROUP #contentb2b MARKETING
 & SALES
  61. 61. #contentb2b Extend reach through social sharing Publish content
 in a relevant context Target with effective accuracy MARKETING SALES Find Approach Engage
  62. 62. #contentb2b Display-ads InMailSocial-ads
 (Employee posts) Content-ads
 (Promoted posts) APIs Possibilities, possibilities, possibilities
  63. 63. #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.
  64. 64. #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
  65. 65. #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.
  66. 66. #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
  67. 67. #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
  68. 68. #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
  69. 69. #contentb2b Sure, but on ?
  70. 70. #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
  71. 71. #contentb2b CREATIVE
 STRATEGIC
 CAMPAIGNS nametaganalyzer.com LinkedIn APIs
  72. 72. #contentb2b CREATIVE
 STRATEGIC
 CAMPAIGNS nametaganalyzer.com LinkedIn APIs
  73. 73. #contentb2b Entertainment
 value Utility
 value
  74. 74. #contentb2b Always think in one of these aspects: EntertainmentUtility Prestige PUBLISHING CONTENT
  75. 75. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
  76. 76. PART OF THE IN2MEDIA-GROUP B2B SEMINAR B2B SOCIAL SEO IMPACT
  77. 77. #contentb2b Martino d’Apuzzo! ! Expedia.com, The Vatican, Volkswagen, Alka, Alm. Brand, GF, Ford, Aller, Danske Bank, Falck, RD, Startours, Audi, BRF Kredit!
  78. 78. #contentb2b
  79. 79. #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
  80. 80. #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
  81. 81. #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
  82. 82. #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
  83. 83. #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
  84. 84. #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.
  85. 85. #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.
  86. 86. #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.
  87. 87. #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.
  88. 88. #contentb2b Google going social
  89. 89. #contentb2b Samsung Facebook - always on Always-on igangsættes på Samsung i DK Synligheden i Google steget med 15 % i perioden
  90. 90. #contentb2b Case: Spies - Youtube Fra 12.410 til 15.236 = 23 % stigning i SEO Synlighed
  91. 91. #contentb2b 16.365 – 19.718 = 20 % stigning i SEO Synlighed Case: Spies - Youtube
  92. 92. Case: Mercedes-Benz #contentb2b
  93. 93. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
  94. 94. PART OF THE IN2MEDIA-GROUP B2B SEMINAR THOUGHTS ON STRATEGY #contentb2b
  95. 95. #contentb2b Nikolaj Boserup! ! Samsung, Troldekugler, GN Resound, Landbrug Fødevarer, Louis Nielsen, Ecco!
  96. 96. 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.
  97. 97. THINK LIKE A MEDIA COMPANY Brand interests Targetgroup interests
  98. 98. 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). “ ”
  99. 99. Develop a story that breaks through the clutter, is relevant to a specific audience and delivers brand value.
  100. 100. 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
  101. 101. 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
  102. 102. 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
  103. 103. 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.
  104. 104. 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
  105. 105. 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
  106. 106. 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
  107. 107. 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 +
  108. 108. 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
  109. 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. 110. PARTICIPATORY STORYTELLING = ADVOCACY PROGRAMMING Brand Journalism Employee amplification
  111. 111. 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
  112. 112. 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.
  113. 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. 114. 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
  115. 115. 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
  116. 116. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
  117. 117. PART OF THE IN2MEDIA-GROUP B2B SEMINAR LAST THOUGHTS - CONTENT2COMMERCE #contentb2b
  118. 118. #contentb2b Mikkel Nybo! ! TDC, Samsung, Bakken, H&M, Ecco, Specsavers, Troldekugler, Sodastrem, Sony, Danske Spil, Leo Pharma!
  119. 119. #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…
  120. 120. #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:
  121. 121. #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
  122. 122. #contentb2b Digital need: Structured ecosystem Magazines Blogs Events Happenings Fora Communities - Dialogue - Positioning - Traffic - SEO DISTRIBUTION OF CONTENT TRAFFIC TO OWN PLATFORMS OWN PLATFORMS
  123. 123. #contentb2b - Create unique content, that engages customers & potential leads ! - Focus on converting engagement to measurable business performance Content2Commerce
  124. 124. #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
  125. 125. PART OF THE IN2MEDIA-GROUP #contentb2b Questions? (for slides, connect on twitter: @ContentCph) Thank you
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