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Proximity Bbdo Siemens Enterprise Communications Uc Roadshow Case


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

Published in: Economy & Finance, Technology

Proximity Bbdo Siemens Enterprise Communications Uc Roadshow Case

  1. 1. The UC Roadshow case of Siemens Enterprise Communications Participative branding in BtoB Jo Heirman Managing Partner Proximity BBDO
  2. 2. <ul><li>We want to share this with you </li></ul><ul><li>Because… </li></ul><ul><ul><ul><li>we think we have a good case </li></ul></ul></ul><ul><ul><ul><li>brand building & brand activation objectives are realised </li></ul></ul></ul><ul><ul><ul><li>we achieved to put something together that was competely on brand </li></ul></ul></ul><ul><ul><ul><li>the customer experience was so obvious that it became one of the first examples of participative branding in a BtoB environment </li></ul></ul></ul><ul><ul><ul><li>the client gave us the opportunity to measure everything </li></ul></ul></ul><ul><ul><ul><li>we learned a lot we want to share </li></ul></ul></ul>
  3. 3. Context Results Case Learnings
  4. 4. Siemens Enterprise Communication <ul><li>#2 Vendor in worldwide IP voice communications </li></ul><ul><li>More than 15,000 employees in 80 different countries. </li></ul><ul><li>Over 70% of Fortune 500 companies use our solutions </li></ul><ul><li>2007 fiscal year revenue: € 3.1 billion </li></ul><ul><li>Pioneering vision and leadership in Unified Communications </li></ul>IT Telephony Security Unified Communication Customer Interaction Mobility Services Management
  5. 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. 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. 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. 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. 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. 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. 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
  12. 12. So… <ul><ul><li>A new marketplace </li></ul></ul><ul><ul><li>A new technology </li></ul></ul><ul><ul><li>A new proposition </li></ul></ul><ul><ul><li>A new brand identity </li></ul></ul><ul><ul><li>New decision makers </li></ul></ul><ul><ul><li>A not known target group </li></ul></ul>
  13. 13. Context Results Case Learnings
  14. 14. The Brief <ul><ul><li>Create a roadshow and add a life touch & try concept to the running communication advertising campaign </li></ul></ul><ul><ul><li>In other words, realise a brand experience upon the new brand image, and make leads </li></ul></ul>
  15. 15. <ul><ul><li>The traditional Telco manager is not longer residing within the caves of the company. He became a member of the ICT-department & takes his decisions in consternation with other people in that department. </li></ul></ul><ul><ul><li>In the meantime a lot of possible users within marketing, sales, finance and other departments became the drivers for change by requesting the introduction of new telecommunication means in their companies </li></ul></ul>How to attract this new target group of decision makers & influencers?
  16. 16. <ul><li>View the full campaign movie at </li></ul>By introducing a Central Event Manager & Campaign Host
  17. 17. How to create a technology mirror for techies and non-techies? <ul><ul><li>That not only explains the features of the product as it is </li></ul></ul><ul><ul><li>But creates a brand experience that helps to feel wat integration, efficiency, multi channel contacts and open communications really mean </li></ul></ul>
  18. 18. <ul><li>Trough the realisation of a website that feels & looks like the product itself and that introduces into the campaign the techniques of shared calendar , open & unified calling , mailing , chatting … </li></ul><ul><li>with the event manager </li></ul>
  19. 19. Common for this type of marketplaces is the use of a lot & complex buzzwords
  20. 20. View SIP buzzword movie at No problem. The event manager explains it to you.
  21. 21. <ul><li>The ‘openess’ was reflected in </li></ul><ul><ul><li>the online availability of the event manager on the webcam </li></ul></ul><ul><ul><li>the access to her calendar </li></ul></ul><ul><ul><li>the list of participants on the site </li></ul></ul><ul><ul><li>the availability of slide material and videos for everyone </li></ul></ul>
  22. 22. <ul><ul><li>The integration with Linked In was tested succesfully. </li></ul></ul>
  23. 23. <ul><ul><li>Also more traditional approaches were used, for instance T-shirts for the participants. But only if they answered a small questionnaire deliviring additional qualifiers for Siemens. </li></ul></ul>
  24. 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 If 3x DB met potentiële winnaars Mini Gewonnen Event x Agenda Sabrina & Buzz Moment Trailer + test LinkedIn Ads Google Ads Blog Ads /open B-F-Y E-mail ATL campaign STATUS DB NO Afsluiting Email 1 Afsluiting Email 2 Email 3 PR
  25. 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. 26. And did she get some help from our operational marketing services department (CIC). Sneeuwwitje and the seven dwarfs..
  27. 27. Objectives <ul><ul><li>300 registrated qualitative leads, by preference in the new target groups. </li></ul></ul><ul><ul><li>The brand activation targets were not quantified. </li></ul></ul><ul><ul><li>A growing awareness within the target group, campaign recognition, an acceptation of the campaign claims and impact on the attitude towards the brand were asked to be measured </li></ul></ul>
  28. 28. <ul><ul><li>Website efficiency : </li></ul></ul><ul><ul><ul><li>Visits + visit frequency & duration </li></ul></ul></ul><ul><ul><ul><li>Registration clinch rates </li></ul></ul></ul><ul><ul><li>Traffic generation effectivity : </li></ul></ul><ul><ul><ul><li>Open & Click trough rates (CTR) of the e-mail campaigns </li></ul></ul></ul><ul><ul><ul><li>Views & CTR by placements of the portable banner </li></ul></ul></ul><ul><ul><li>Target Group Interaction : </li></ul></ul><ul><ul><ul><li>interactions with the Event Manager </li></ul></ul></ul><ul><ul><ul><li>Views of buzzword movies + quiz participation </li></ul></ul></ul>KPI’s
  29. 29. Several data sources had to be integrated <ul><ul><li>Several address lists (internal and external) </li></ul></ul><ul><ul><li>website (alle pages were tagged) </li></ul></ul><ul><ul><li>e-mailbroadcaster history (sends, bounces, reads, opens, unsubscribes) </li></ul></ul><ul><ul><li>widget/portable banner (adtracker Adhese) </li></ul></ul><ul><ul><li>Reporting Event Manager </li></ul></ul><ul><ul><li>Linked In </li></ul></ul><ul><ul><li>Sales Force seeds tool </li></ul></ul><ul><ul><li>Post test results </li></ul></ul>
  30. 30. Context Results Case Learnings
  31. 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. 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
  33. 33. 29 % Of Traffic could directly be linked to the e-mail pushes <ul><ul><li>The average open rate was 27,2 %, the average CTR 4,1 % </li></ul></ul><ul><ul><li>A little bit lower then the average for BtoB on Open rate (28,6%) </li></ul></ul><ul><ul><li>Far below average on CTR (7,8%) (* Proximity BBDO 2007 e-mail marketing benchmark) </li></ul></ul><ul><ul><li>Very high Open en CTR rates for After Event Mails and Buzzword Updates. </li></ul></ul><ul><ul><li>Lowest Open Rate on own CRM database (!) Lowest CTR on 4BU file. </li></ul></ul><ul><ul><li>Very high Open Rate on Beltug addresses & new addresses (+highest CTR) </li></ul></ul><ul><ul><li>First invitation mail had an open rate of 31 %, a CTR of 5,5 . Slow decline afterwards </li></ul></ul>
  34. 34. 9 % of Traffic was related to the interactive banner/widget <ul><ul><li>The widget was shared 569 times by a viewer, 47 times this placement was picked up & shared by a new viewer </li></ul></ul><ul><ul><li>These placements generated 9.412 views by 6.856 visitors & 861 clicks to the website </li></ul></ul><ul><ul><li>273 of those clicks were generated by placements on the ‘Enchante’ blogs . </li></ul></ul>See the banner on
  35. 35. Not during night time, but interaction with the event manager was quite impressive… <ul><ul><li>34 % of the website visitors clicked on the calendar of Virginie </li></ul></ul><ul><ul><li>In total Virginie had 1.450 interactions </li></ul></ul><ul><ul><ul><li>42,5 % mail </li></ul></ul></ul><ul><ul><ul><li>34,2 % chat </li></ul></ul></ul><ul><ul><ul><li>17,9 % phone </li></ul></ul></ul><ul><ul><ul><li>5,4 % Linked In </li></ul></ul></ul>
  36. 36. And… <ul><ul><li>62 % of the website traffic consists of not sourced visits </li></ul></ul><ul><ul><li>60 % of registrations were new contacts </li></ul></ul><ul><ul><li>11 % of registrations are ‘invite by colleagues’ </li></ul></ul>
  37. 37. Registrations <ul><ul><li>13 % of the visitors of the site clicked on the registration button </li></ul></ul><ul><ul><li>75 % of them (388) finalised the registration </li></ul></ul><ul><ul><li>22 % persons asked to inform somebody else. 11 % invited an extra person </li></ul></ul>
  38. 38. Buzzword moments <ul><ul><li>19,3 % of visitors clicked on buzzword moments. </li></ul></ul><ul><ul><li>1.861 movies were viewed </li></ul></ul><ul><ul><li>% by movie varies between 1 & 20 delivering relevant marketing information </li></ul></ul><ul><ul><li>As did the answers on the Quiz-questions… </li></ul></ul>
  39. 39. And finally some other facts <ul><ul><li>85 % of the registrations are men … </li></ul></ul><ul><ul><li>72 % of the registered people entered their telephone numbers, 70% their e-mail address </li></ul></ul><ul><ul><li>18 % show offs are counted </li></ul></ul><ul><ul><li>58 % of people who could not attend wants to be informed in the future. 5 % of them wants a personal demo </li></ul></ul><ul><ul><li>Pure telephony functions were a small minority ( 5 %). Most represented were ICT, Sales & Marketing </li></ul></ul><ul><ul><li>Dutch speaking people were over represented </li></ul></ul>
  40. 40. <ul><li>2 weeks after the end of the campaign a post test was executed. Because of the integration of the outcome of the research within the campaign database, results could be ventilated by major the major target groups </li></ul><ul><li>The results are still under embargo, but the results on </li></ul><ul><ul><li>Awareness (spontaneous and aided) </li></ul></ul><ul><ul><li>Campaign recognition </li></ul></ul><ul><ul><li>Campaign evaluation </li></ul></ul><ul><ul><li>Campaign claims & Brand Impact </li></ul></ul><ul><ul><li>Buying intentions </li></ul></ul><ul><li>Helped to take the decision to roll out the campaign also in other european countries </li></ul>
  41. 41. Leads are transfered to First feedback : high conversion-to-visit ratio Sales? Maybe next year…
  42. 42. Context Results Case Learnings
  43. 43. <ul><ul><li>Be smarter on the incentive </li></ul></ul><ul><ul><li>Foresee also a low treshold call-to-action </li></ul></ul><ul><ul><li>Maintain e-push frequency but be carefull in messaging </li></ul></ul><ul><ul><li>Work on the list(s) </li></ul></ul><ul><ul><li>Do more with the portable banner </li></ul></ul><ul><ul><li>Hit the Sales Force </li></ul></ul><ul><ul><li>Use post-test feedback concerning the use of specific tools and a better translation into the campaign of certain claims </li></ul></ul><ul><ul><li>Introduce a business TOV in the campaign interactions </li></ul></ul><ul><ul><li>Not only foresee a data integration with, but also a workflow integration </li></ul></ul>We have to…