BtoB : Digital for Business - English Version

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How to use the power of digital to generate BtoB leads

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BtoB : Digital for Business - English Version

  1. 1. BtoB: Digital for business How to usethe power of digital to generateBtoB leads 1
  2. 2. BTOB & DIGITAL: FRIENDS OR ENEMIES? ESTABLISHING YOUR DIGITAL PRESENCE YOUR INTERNET SITES GENERATING LEADS ON SOCIAL MEDIA THE IMPORTANCE OF E-REPUTATION MAXIMISE YOUR DIGITAL EXPOSURE 1 2 3 4 5 6 SUMMARY BtoB: Digital for Business 2
  3. 3. 1. BtoB & Digital: friends or enemies? 3
  4. 4. Business to Business Business to Business to Consumers Business to Business to Employees Business to Administration to Consumers #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Differenttypes of BtoB BtoB BtoBtoC BtoBtoE BtoAtoC 4
  5. 5. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? A priori to exceed! BtoB ENTREPRISES Digital media adresses generalpublic whereasmytargetsare veryspecific Digital media doesnot allowme to measurethe effectivenessof the toolsput in place Social networks are tooentertainmentoriented(and non- professional) 5
  6. 6. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Digital has completelychanged! Fundamentalchanges requireBtoB marketersto thinkdifferently Theyare connectedand wellinformedthanksto the Internet Theypurchasein the samemanneras in theirpersonallives BtoB CLIENTS Theylearnabout the productson the web and social networks beforepurchasing 6
  7. 7. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Digital has completelychanged! BtoBCLIENTS 51% Do not contact a supplier beforeestablishinga listof favouriteretailerson the web Followdiscussion groups on social networks to findout more about a subject Askquestions on social networks 54% 22% 1/3 State thatbrand content on the web influences theirdecision Source: BtoBBuyerbehaviorsurvey, 2013 7 Fundamentalchanges requireBtoB marketersto thinkdifferently
  8. 8. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Digital has completelychanged! Clients’ preferredsources to learnfrom 1. WEB RESEARCH 2. BRANDS’ SITES 3. COLLEAGUES 4. SOCIAL MEDIA BtoB CLIENTS Source: BtoBbuyerbehaviorsurvey, 2013 8
  9. 9. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Digital has completelychanged! Certain BtoB brands didnot catch the earlytrain! 9
  10. 10. Ensurevisibilityfor specifictargets, internationally #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Digital, the promise of differentiationand visibility VISIBILITY LEADS STORYTELLING Establisha brand’sstorytelling Stand out fromthe competition DIFFERENTIATION Welcomenew clients 10
  11. 11. #1 DIGITAL AND BTOB, FRIENDS OR ENEMIES? Becomingdigital, yes, but witha real strategy! 11
  12. 12. 2. Establishingyourdigital presence 12
  13. 13. #2 ESTABLISHING YOUR DIGITAL PRESENCE The real differencewithBtoC COMPLEXITY OF THE DECISION MAKING PROCESS EXPERT AND SERIOUS TARGETS MULTIPLICITY OF SPECIFIC TARGETS The needto convinceand maintaina relationshipthroughout The needto provelegitimacyand expertise Extremelytargetedcommunication to appealto differentprofiles dependingon the route of sale 13
  14. 14. ESTABLISHING YOUR DIGITAL PRESENCE Business oriented …but not only! #2 WhichBtoB discoursefor digital? SERVICES OFFERED EXPERTISES INNOVATION SOCIAL RESPONSIBILITY TRUST INTERNATIONALISATION CUSTOMER FOCUS PEOPLE NEWS VALUES DIALOGUE BRAND HISTORY Business Brand + 14
  15. 15. ESTABLISHING YOUR DIGITAL PRESENCE #2 BtoB discourseVS customerexpectations THE 4 MOST COVERED TOPICS BY BTOB BRANDSTHE 4 SUBJECTS WHICH BTOB CLIENTS WISH TO HEAR ABOUT FROM BRANDS 1.Corporatesocial responsibility 2.Durable development 3.International coverage 4.Innovation 1.An open dialogue 2.Corporatesocial responsibility 3.High levelexpertise 4.Common values Currently, the discourseof BtoB companiesdoesnot correspond to client expectations, accordingto a McKinsey study Source: McKinsey, octobre 2013 15
  16. 16. ESTABLISHING YOUR DIGITAL PRESENCE #2 The problemof the BtoB BRAND Transforminga BtoB company… …intoa BtoB BRAND? 16
  17. 17. ESTABLISHING YOUR DIGITAL PRESENCE INTERNET SITES BLOGS BRAND CONTENT SOCIAL NETWORK PROFILES Installingan «owned» presence #2 17
  18. 18. ESTABLISHING YOUR DIGITAL PRESENCE Thinkstrategicallyabout yourecosystemor itsredo How to bedigitallypresent? One entity= one site ? One target= one site ? Onlyone site for all the entities? How to improvemyecosystemwithall the sites thathave been createdover time? Rediscovercoherencywithinyourpresence Thinkingabout yourdigital ecosystem #2 Good questions to askyourselves 18
  19. 19. ESTABLISHING YOUR DIGITAL PRESENCE Goodbyewindowswebsites, hello inboundmarketing Weare nowin the eraof content/inboundmarketing: content to generateleads Today, BtoB sites focus toomuchon productinformation, yetitisa platformthatyoumanage and own, whichallowsyouto conveyyourvalues, expertise and mostof all createa lasting bond withyourtargets. #2 Source: http://bit.ly/1hstx0I 19
  20. 20. 3. Yourinternet sites 20
  21. 21. 7GUIDELINES TO FOLLOW IMPORTANCE OF CONTENT ERGONOMICS AND USER EXPERIENCE AESTHETICS REFERENCING CALL TO ACTION THINK INTERNATIONALLY THINK MOBILITY 1 2 3 4 5 6 7 #3 YOUR INTERNET SITES The 7 guidelines to followfor an optimal site 21
  22. 22. IMPORTANCE OF CONTENT 1 The 7 guidelines to follow for an optimal site Whycontent? To animatethe site, encourage to followthe brand, keepitup to date and passon usefulinformation #3 YOUR INTERNET SITES 64% estimatethatwebcontentofaretailerhasasignificantimpactontheirpurchasedecision statethatthebestretailersarethosewhoprovidethebiggestamountofinformationthroughouttheroutetopurchaseondifferentwellorchestrated platforms. Source: BtoBBuyerbehaviorsurvey, 2013 34% 22
  23. 23. #3 1 Staticcontent whichtells the story of the brand and explainsand promotesthe productsand services of the company. Regular content (brand news, white paper, documentaries…) whichallowsto maintaina relationship, to makethe brand live and promotea personalisedrelationshipas opposedto one whichispurelymercantile. 2 types of content: The 7 guidelines to follow for an optimal site YOUR INTERNET SITES 23 COMMERCIAL CONTENT «COLD» CONTENT BRAND CONTENT «HOT» CONTENT IMPORTANCE OF CONTENT
  24. 24. 1 Numeroustoolsadaptedto differenttypes of content The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES ARTICLES REPORTS INTERVIEWS WHITE PAPERS VIDEOS INFOGRAPHICS… 24 IMPORTANCE OF CONTENT
  25. 25. #3 1 Webzine and home automation -Somfy The 7 guidelines to follow for an optimal site YOUR INTERNET SITES Topositionitselfasareferenceforhomeautomation,SomfypublishesitsonlinemagazineHomeIntelligence& You,withanindependenttheme. Themagazineisforprofessionalsandearly- adopters.Itdescribesthetrendsandpresentssolutionsfromtheconnectedobjectmarket. Somfy 25 http://www.hi-and-you.fr/ IMPORTANCE OF CONTENT
  26. 26. #3 1 Site of content –SolocalGroup The 7 guidelines to follow for an optimal site YOUR INTERNET SITES LeblogdesidéeslocalesisaninitiativecreatedbySolocalGroup(previouslyPagesJaunes).Aimedatprofessionalsinneedofsolutionstodeveloptheiractivityonalocallevel,itproposesaspacedetailingthemostoriginalinitiativesandisorganisedbytypeofactivityandtypeofoperation. Solocal 26 http://www.ideeslocales.fr/ IMPORTANCE OF CONTENT
  27. 27. #3 1 The content must bepushedto the readerin an attractive way: pictograms, graphics… Evenseriouscontent canbeattractive. prioritizationof content The 7 guidelines to follow for an optimal site YOUR INTERNET SITES OntheDropboxsite,solutionfordatastorageinthecloud,drawnandstrippedhighlydetailedvisualsaccentuatethemessageconveyedbythesite:easeofuseandsimplicity. Dropbox 27 IMPORTANCE OF CONTENT
  28. 28. 1 prioritizationof content The 7 guidelines to follow for an optimal site VanksencreatedexplanatoryvideosforKneip’sproducts,displayedinaclearandattractivemanner. Intermsofresults,weseeanaverageincreaseof27%inconversionsonourcalltoaction(requestdemo)onthisclipcomparedtoothertypesofcontent. #3 YOUR INTERNET SITES Kneip http://bit.ly/1iLp7k0 28 IMPORTANCE OF CONTENT
  29. 29. 1 prioritizationof content The 7 guidelines to follow for an optimal site Vanksencreatedexplanatoryvideosfor the financialproductsof Fundsquare, an entityof the Bourse du Luxembourg. #3 YOUR INTERNET SITES Fundsquare https://www.fundsquare.net/ 29 IMPORTANCE OF CONTENT
  30. 30. ERGONOMICS AND USER EXPERIENCE 2 Attractingvisitorstoasiteisonething. Engagingthemandsucceedingtoconvertthemisanother. Ergonomicsareextremelyimportantsothattheinternetuserfindswhattheyarelookingforinjustafewclicksandwantstostayonthesite. Ibelieve,thattherearenomajordifferencesorspecificergotipsforBtoBvsBtoCsites.Allthatisneededistoadaptthemessageandtheproductplacementbasedonthetargetedusers. The 7 guidelines to follow for an optimal site CAROLINE BERTHONNEAU Ergonomicsexpert -Vanksen ‘ ’ #3 YOUR INTERNET SITES 30
  31. 31. 2 The 7 guidelines to follow for an optimal site YOUR INTERNET SITES #3 31 Undertakingan ergonomicapproachmeansto integratethe user at the «heart» of the design processto worktowardsa usefuland usable … … and thereforemore efficientwebsites. ERGONOMICS AND USER EXPERIENCE
  32. 32. 2 Veryearlyonintheprocess,theuser-orientedergonomicdimensionisadecisivefactorforthesuccessofyourprojects. «Investing»inergonomicsis… The 7 guidelines to follow for an optimal site YOUR INTERNET SITES #3 32 ERGONOMICS AND USER EXPERIENCE …havinga betterunderstandingof the expectations of yourtargetedusers. …reducingcostsby eliminatingproduction errors. …increasingcustomersatisfaction and improvingthe image of the brand to increasecredibilityand federalisation. …infine,increaseconversionratesandoptimiseresults:commericalleads& contacts,revenue,downloadsandwhitepaper,signupforevents…)
  33. 33. 2 Aniterativeprocessin3keysteps The 7 guidelines to follow for an optimal site YOUR INTERNET SITES #3 33 ANALYSE CONCEPTION EVALUATION ERGONOMICS AND USER EXPERIENCE 1 2 3
  34. 34. YOUR INTERNET SITES #3 34 Identifythe needsof the end user, the contextof use, analyse the existing, definethe objectives of the site (of the redo) 2 The 7 guidelines to follow for an optimal site ANALYSE Ergonomicaudit ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES Foyer –Client space
  35. 35. ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES YOUR INTERNET SITES #3 35 Organise content and definethe structure of information 2 The 7 guidelines to follow for an optimal site DESIGN Methodof cardsorting - - - - -
  36. 36. ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES YOUR INTERNET SITES #3 36 Definethe structure of the interface 2 The 7 guidelines to follow for an optimal site DESIGN Prototypage / wireframing Arendt & Medernach Site Arendt Services
  37. 37. ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES YOUR INTERNET SITES #3 37 Confirmwhetheror not the design choicesconfrontreality… …to yourusers. 2 The 7 guidelines to follow for an optimal site EVALUATE User test CNS –Site public
  38. 38. ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES 2 The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES Know and definethe profiles of users Establisha hierachyrepresentedby a strongpresentationof the differentcomposingelements Purifyto the maximum, deleteanythingunuseful, to giveimportance to the key elements Respect the conventions of navigation Definethe objectsand workon the conversion by favouringthe A/B testingand Multivariatetesting Convinceand reinforcecredibility/ trust: baseline/slogan, identitystronggraphics, respect the graphics… Insummary,eitherredoorcreation,someergonomicrulestoremember: 38
  39. 39. YOUR INTERNET SITES #3 39 2 The 7 guidelines to follow for an optimal site Takeintoaccountthefactthattheergonomicdimensionisbeneficialwhencreatingorredesigningasitebutnotonly… …thisapproachisequallyarealassetinanopitcalconversationoptimisationbybestexploitingyourtraffictoproducethebestoutcomes Benefits: Improveengagementandreducebouncerate Increaserealisation>>theconversionrate>>sales ERGONOMICS AND USER EXPERIENCE: OPTIMISATION DE LA CONVERSION INTERNET USER PROSPECT CLIENT
  40. 40. YOUR INTERNET SITES #3 40 2 The 7 guidelines to follow for an optimal site Conversionoptimisation Analyse actualperformances and behaviorsof yourvisitors ANALYSE Heatmap ERGONOMICS AND USER EXPERIENCE BelambraClubs BelambraTV
  41. 41. YOUR INTERNET SITES #3 41 2 The 7 guidelines to follow for an optimal site Conversionoptimisation Makemodelsbasedon the assumptionsdefinedin the first step DESIGN Wireframe A Wireframe B A B ERGONOMICS AND USER EXPERIENCE BelambraClubs BelambraTV
  42. 42. YOUR INTERNET SITES #3 42 2 The 7 guidelines to follow for an optimal site Conversionoptimisation Compare variations with your visitors to determine THE best performing version. EVALUATE A B VS. A/B Testing ERGONOMICS AND USER EXPERIENCE
  43. 43. 2 The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES Insummary,tooptimiseconversion,herearetheergonomicrulestoremember: 43 ERGONOMICS AND USER EXPERIENCE Position key elements«abovethe fold» Conciselydescribeyourservice/product Reaffirmyourpositioningthroughmedia Use short, clearand engagingtitles Removenavigation elementsthatare harmfulto the performance of the page Limitthe numberof fieldsto fillin on forms Promotetrustedelements: testimonials, references, certificates… Test, test, test…
  44. 44. 2 The 7 guidelines to follow for an optimal site VanksenworkedwithInvestisforArcelorMittalintermsofergonomicsanddesigntohighlightthemaincontentofthedifferententitiesoftheGroup.Simplifyandreconstructtheintegratedinterfaceofthenavigationsystemsandimprovetheuserexperience. Project: ArcelorMittal #3 YOUR INTERNET SITES Source: http://corporate.arcelormittal.com 44 ERGONOMICS AND USER EXPERIENCE
  45. 45. 2 The 7 guidelines to follow for an optimal site Project: LetzBio #3 YOUR INTERNET SITES 45 LetzBioaimstohighlightLuxembourg’squalitiesintermsofLifeSciences. Vanksenhastakenergonomicstepstorespondtotheobjectivesofthesitewhichistoattractthreemaintargets:researchers,industriesandinvestors.Intermsofitsstructure, thesitehasbeendesignedtorespondandadapttotheseendusers. Source:http://www.letzbio.lu/ ERGONOMICS AND USER EXPERIENCE
  46. 46. 2 The 7 guidelines to follow for an optimal site VanksenworkedforthelawfirmArendt&Medernachintermsofergonomicsandnavigationtohighlightthemaincontentofthecompany.TheagencyequallyadvisedthefirmergonomicallyfortheArendtServicessite. Sources:http://www.arendt.com/ http://www.arendtservices.com/ Project: Arendt & Medernach #3 YOUR INTERNET SITES 46 ERGONOMICS AND USER EXPERIENCE
  47. 47. 2 The 7 guidelines to follow for an optimal site VanksenwasinchargeoftheredooftheFoyersite.Theobjectivewastodeveloparelevantuserexperiencebyworkingonoptimisingtheorganisationofthecontentandtheirpresentationtoofferadifferentexperienceperprofileandthereforepersonalisetheinformationandallowforanavigationthatisadaptedtopointsofviewandneeds. Source:http://www.foyer.lu Project: Foyer Assurances #3 YOUR INTERNET SITES 47 ERGONOMICS AND USER EXPERIENCE
  48. 48. AESTHETICS / WEBDESIGN 3 The aestheticsof yoursites are primordial, numerouspoints needto betakenintoaccount: Coherency: betweenyourplatforms, coherencywithyourimage, positioning Readbility: a webdesign thatfavoursthe readbilityof content Modernity: buildon currenttrends for a visuallyattractive site thatisin keepingwiththe times. The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES 48
  49. 49. AESTEHTICS / WEBDESIGN 3 The 7 guidelines to follow for an optimal site Consultour «The 10 trends in webdesign for 2014» presentation on slideshare #3 YOUR INTERNET SITES 49 + 110 K VIEWS
  50. 50. AESTEHTICS / WEBDESIGN 3 The 7 guidelines to follow for an optimal site General Electric site in 2007 General Electric site in 2014 #3 YOUR INTERNET SITES Source: http://www.ge.com/fr/ 50
  51. 51. REFERENCING 4 The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES searcheson Google everyday! 3.5 BILLION 51
  52. 52. REFERENCING 4 The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES Searchenginesstilloftenremainthemainentrypointtoyoursites. ItisessentialtopositionyourbrandonkeywordstypedinbyyourprospectsatallstagesofthebuyingprocesstomaximisetheconversionrateofyourSEOtraffic. Yoursiteshouldthereforebeoptimisedintermsofreferencingtogainthetrustofyourprospectswithregardstoyourcompanyanditsproducts/services. Pleaseconsultsection 6 to discoverthe 7 key points to SEO. Garde corps aluminium 52
  53. 53. CALL TO ACTION 5 The site isprimarilya meansto encourage customersand prospects to getin touchwiththe company The site must thereforeincludevariouscall to actions: •Downloadthe presentation, •Contact us, •Followus on social networks, •Participate, •Giveus yourfeedback, •Online chat… Highlightthe releventcontacts for eachentity/ service. The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES 53
  54. 54. CALL TO ACTION 5 The 7 guidelines to follow for an optimal site Free trial -Dropbox Incentiveto getin touch ABD Team Requesta demo-Qubit #3 YOUR INTERNET SITES Online chat -Cisco 54
  55. 55. THINK INTERNATIONAL 6 As a generalrule, if youtargetvisitorswhospeaka numberof languages, itisin yourbest intereststo createa multilingualsite. A visitorwhoaccessesGoogle and launchesa searchin theirlanguageexpectsto findlocalisedsearchresults. Localise the content, makeitprominentin the searchresults. The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES 55
  56. 56. THINK MOBILE 7 Today,moreandmorepeopleconnecttotheInternetonamobiledevicethankstosmartphones,tabletsandeven‘phablets’(smartphoneswithlargescreens,betweenasmartphoneandatablet). Globally,therearemoremobileusersthaninternetusers. The 7 guidelines to follow for an optimal site #3 YOUR INTERNET SITES 56
  57. 57. The 7 guidelines to follow for an optimal site THINK MOBILE 7 Thegrowthoftabletsis4timeshigherthanthatofsmartphonesattheirlaunch. 4TIMESFASTER #3 YOUR INTERNET SITES Source: Médiamétrie 57
  58. 58. The 7 guidelines to follow for an optimal site THINK MOBILE 7 The needto adaptto differentresolutionsand screensizes in termsof: DESIGN NAVIGATION CONTENT DEVELOPMENT Adaptingto a smallerscreencanbea major constraintin termsof creationfor mobile for example. Adaptingto all the terminalsrequireslots of optimisation in web development The touchand the size of mobile and tabletscreensrequiresthinkingabout the ergonomicsdifferently Usersin mobilitywantcontent thatisaccessible as quicklyand simplyas possible withoutdisruptions thatdisturbtheirreading #3 YOUR INTERNET SITES 58
  59. 59. The 7 guidelines to follow for an optimal site THINK MOBILE 7 Responsive Design isa solution to thisproblemof adaptabilityto differenttypes of screens: #3 YOUR INTERNET SITES 59 http://www.travisperkinsplc.co.uk/
  60. 60. 4. Generateleads throughsocial networks 60
  61. 61. Social media for BtoB #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Simplytype the nameof yourcompanyintoGoogle. You willseethe social media exchanges thatconcernyou, the internet users, professionalsand consumersof yourcompany. Not beingpresentmeansnot participatingin the digital conversations about yourbrand. Be present! Withthe right strategy! 61
  62. 62. Social media embeddedin the decisionmakingfor BtoB BtoB CLIENTS 72% Affirmthatsocial media playa rolein theirresearch Declareto connectdirectlyto retailersvia social networks Searchdiscussions on social networks to learnmore about whatintereststhem 22% 57% 22% Askinternet usersfor recommendationson social networks #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Source: BtoBBuyerbehaviorsurvey, 2013 Accordingto BtoB clients 62
  63. 63. Researchpathstakenby internet users #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Createa benchmark for the solutions correspondingto theirneeds Learnabout the companiesable to providean adequatesolution Expose the notorietyand values of the companyto reassuredecisionmakers BTOB CLIENTS’ NEEDS Provideadviceand guides basedon the problemsand needsof companies Highlightthe know- how of the companyand the solutions suppliedto internet users COMPANIES’ RESPONSES ON SOCIAL MEDIA Seekadviceabout theirneedsand problems 63 1 2 3
  64. 64. Blogs and LinkedIn have the greatestimpact on BtoB clients BLOGS BtoB CLIENTS 46% LINKEDIN 41% Estimatethatblogs have the greatestimpact in theirsearchprocess EstimatethatLinkedIn has the greatestimpact #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Source: BtoBbuyerbehaviorsurvey, 2013 Accordingto BtoB clients 64
  65. 65. Blogs, LinkedIn and Twitter are a priority #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Accordingto BtoB clients 65
  66. 66. Blogs, LinkedIn and Twitter are a priority #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS BtoB MARKETERS And for marketers? Whatisthe purposeof social networks? Whichare the mosteffective accordingto them? 66
  67. 67. BtoB marketersand social media #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS 84% BtoB marketersuse social mediain theirmarketing strategies Firstly, theyuse But whichsocial media ismosteffective in acquiringclients? Source: http://bit.ly/1f3BwAX BtoBMARKETERS Accordingto BtoB marketers 90% 43% Facebook LinkedIn 67
  68. 68. LinkedIn, 3 times more efficient thanFacebook and Twitter! #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS 77% 43% 40% LinkedIn Facebook Twitter Source: http://bit.ly/1f3BwAX Accordingto BtoB marketers 68
  69. 69. Panorama of the main social media for BtoB #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS FACEBOOK TWITTER GOOGLE+ SLIDESHARE WORDPRESS TUMBLR YOUTUBE DAILYMOTION VIMEO FLICKR SCOOPIT LINKEDIN VIADEO OPEN2LEADS SMARTPANDA «GENERAL PUBLIC» NETWORKS FOR BTOB EDITORIAL CONTENT HOSTING MULTIMEDIA CONTENT HOSTING SPECIALISED NETWORKS FOR BTOB 69
  70. 70. Panorama of the main social media for BtoB #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS BRAND IMAGE BTOB SPECIALISATION REFERENCING LIVE FACEBOOK TWITTER GOOGLE+ LINKEDIN SLIDESHARE WORDPRESS TUMBLR YOUTUBE FLICKR CONTENT HOSTING 70
  71. 71. 5GUIDELINES TO FOLLOW HAVE A PRESENCE AND BE PRESENT INFORM BUT ABOVE ALL COMMUNICATE ESTABLISH A CONTENT STRATEGY BECOME WELL KNOWN AND RELAY CONTENT ESTABLISH AN INTERNAL PROCESS 1 2 3 4 5 The 5 guidelines to followfor a BtoB social media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS 71
  72. 72. The 5 guidelines to followfor a BtoB social media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Have a presenceyes, but betrulypresent! Manyare on social networks withinactive accounts= counterproductive Be active to generateengagement: establishan editorialplan to assure regularpublications. Benefitfromthe power of social media! HAVE A PRESENCE AND BE PRESENT 1 72
  73. 73. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS INFORM BUT ABOVE ALL COMMUNICATE 2 Social works because relationships are between people And not businesses. 73
  74. 74. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS INFORM BUT ABOVE ALL COMMUNICATE 2 B to B P to P 74
  75. 75. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS INFORM BUT ABOVE ALL COMMUNICATE 2 TheManutansloganis«Allyouneed.With love»,withtheaimofportrayingthataBtoBbrandcancombinerationality(allyouneed) andemotions(withlove).EveninthecontextofaBtoBbrandonaDistanceSellingnetwork, youmustspeaktothehuman,«peopletopeople»,tocreatearealrelationship. ‘ ’ MARTIN SAUER Marketing Director-Manutan Source: http://www.le-fil.fr/marqueB2B/ 75
  76. 76. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Be presenton social networks to giveaccessto content withhigh added-value. Content, yes, but virablecontent. Manycompaniescreatecontent on theirsite (video, image..) thatisnot easilyshareable. If youpublisha video, thinkYoutube, Vimeo… An image: Flickr, Pinterest… A presentation: Slideshareetc. ESTABLISH A CONTENT STRATEGY 3 76
  77. 77. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Content neverdies if itisrelayedon otherplatforms(Slideshare, blogs, sites, photo platforms, forums…) ESTABLISH A CONTENT STRATEGY 3 «Leaveyourdigital print» 77
  78. 78. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS ESTABLISH A CONTENT STRATEGY 3 White paper, ebooks, reports, blog articles, tweets, publications, podcasts, webseries… Case studies, testimonies, interviews, demonstrationsproducts, webinar, pressrelease Free trials, online chat, CS, forum, training, advice, pedagogy, expert contacts, accompanying GENERAL PUBLIC TARGET QUALIFIED PROSPECTS HOT PROSPECTS Improveitsvisibilityby encouragingto share Convinceby demonstratingtheirexpertise, provideevidenceand removeobstacles Validatetheirfinal decision To relayon the relevant social platforms 78 NEEDS SUPPORTS TARGET
  79. 79. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Xerox: Creationof the «GetOptimistic» campaignto connectto a netowrkof 30 bigaccounts. ESTABLISH A CONTENT STRATEGY 3 Who? Xerox, manufacturer of photocopiers and printers Whatcontent? Creationof a magazine in partnershipwithForbes «ChiefOptimist» to promoterelevant business advice. What results? 70% of the interactions on behalf of the companies reached, an increase of + than 300% in the consumption of content and + than 10 000 appointments made for a potential $ 1.3 billion revenue. Source: http://bit.ly/1iy6FcD 79
  80. 80. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS CroweHorwath: Generatea multitude of content to reachfinancialinstitutions. ESTABLISH A CONTENT STRATEGY 3 Who? Crowe Horwath, a company specialisingin financial services. Whatcontent? 48 types of content basedon 4 themesand diffusedon multiple supports: information sessions, case studies, graphics, checklists, brainsharksvideos (videos or slides accompanied by narration). What results? 778 contacts engaged and 70% open rates, 2 engagements representing $ 250k of revenue. Source: http://bit.ly/1iy6FcD 80
  81. 81. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Sungard: MakeSungardCloud wellknownthanksto a zombie themedcampaign ESTABLISH A CONTENT STRATEGY 3 Who? Sungard, a global provider of integrated IT solutions for financial institutions Whatcontent? Creation of a campaign “how to move to the cloud and survive a zombie attack” specifically addressing IT professionals. What results? Increase of 300% in the number of downloads, opening rate of the mail campaign 5.7% and a transformation of more than 20 leads. Source: http://bit.ly/1gBZkpb 81
  82. 82. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS FastCompany–Infographic ESTABLISH A CONTENT STRATEGY 3 Who? FastCompanyisan American business magazine thatalsofocusseson techinnovations. Whatcontent? Daily publishingof an infographicon all subjectsrelatedto the editorialline of the magazine. What results? The rapid implementation of various models of information as “features” federaliseda large user base. 82 Source: http://bit.ly/T1gTek
  83. 83. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS General Electric –#6SECONDSCIENCE FAIR ESTABLISH A CONTENT STRATEGY 3 Who? General Electric isa multinational American- Canadian companyspecialisingin energyand new technology. Whatcontent? Campaigncreatedon Vine and relayedon the Tumblrand Twitter pages of the brand. It invitedusersto createa Vine relatedto science. What results? General Electric obtained important press coverage. The campaign was multichanneledand touched a large audience. The UGC has allowed to expand the Tumblr of the brand with more modern content. 83 Source: http://bit.ly/T1gTek
  84. 84. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Cisco -Storytelling ESTABLISH A CONTENT STRATEGY 3 Who? Cisco isan American companywhichsellsnetwork equipmentand servers. Whatcontent? The brand owns numerous platforms to regroup their themed content. “The network” and its series of documentaries “The network effect” compiles the creations of the brand. “The internet of Everything” paints Cisco’s vision of the connected world of tomorrow. Their YouTube channel regroups all of this content with more than 4,500 videos. There are more than 78,687 followers for more than 15 million views. What results? The different platforms are packed with content reflecting Cisco’s vision of the internet and new technologies. The user is invited to discover the brand through its storytelling. 84 Source: http://bit.ly/T1gTek
  85. 85. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Establishinga content strategymeanshavingto thinkabout the prioritizationand distribution of all content. ESTABLISH A CONTENT STRATEGY 3 SomecompanieswithalotofcontenthavecreatedNewsroomswhichallowforallnewstobeclassiffiedwithkeywordsforbetterreadabilityandmakeiteasierforcontenttobeshared. Cisco Scania Source: http://newsroom.cisco.com/ Source: http://newsroom.scania.com/en-group/ 85
  86. 86. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Makeitknownthatyouare presenton social networks! On all platforms, createlinks to whereyouare presenton social media and relaycontent! BECOME WELL KNOWN AND RELAY CONTENT 4 Source: http://www.ge.com/fr/ 86
  87. 87. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS ESTABLISH AN INTERNAL PROCESS 5 Youremployeesareyourbestambassadors! Definethe«SocialMediaChampions»inchargeofcreatingandrelayingcontentandevangelisingtheinternalarekeystosuccessforamasteredandqualitativepresence. «DefineyourSocial Media Champions» 87
  88. 88. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS ESTABLISH AN INTERNAL PROCESS 5 Indiumconvinced18companyengineerstocreatecontentwhichwasgroupedonthe «IndiumEngineerBlogs»platform. Eachauthorhasabioandusefulcontactinformation. Indium Source: http://blogs.indium.com/ 88
  89. 89. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS ESTABLISH AN INTERNAL PROCESS 5 Ciscousesanumberofblogswrittenbyinternalexpertsandspecialisedexternaljournalists. Differentblogsfordifferentthemes,foreachcountry. Cisco Source: http://blogs.cisco.com/ 89
  90. 90. The 5 guidelines to follow for a BtoBsocial media strategy #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS ESTABLISH AN INTERNAL PROCESS 5 TheB2CCMmanagescustomerservices,games,hooksandfunonsocialmedia. ForB2B,theCMdiffusesmoreexpertandseriouscontentandmustthereforemastertheuniverseofthecompany(products,expertises,sectornews,internalfunctions…)toequallycreatecontent,bringa1stlevelresponse,qualifyclientsandredirecttotheappropriateexperts. BtoB CommunityManager, differentto BtoC 90
  91. 91. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS CME Group, the world's most diverse financial marketplace, isa pioneerin termsof social media strategy, wetooka look at theirstrategy. Eachsupport has a welldefineduse to relaythe content of the companyto itstargets. The CME Group site http://www.cmegroup.com/ 91
  92. 92. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS News about the industryand the Group Numerousanalyses and case studies The header relaysthe mostimportant content of the moment The CME Group site http://www.cmegroup.com/ 92
  93. 93. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Content focusingon industrynews, the Group’sdomainsof expertise, the CME collaboratorsand currentissues. Slideshare: host of content Relayedto all social platformsof the Group Blog OpenMarkets Concentration of content createdby the Group http://openmarkets.cmegroup.com/ 93
  94. 94. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Link to the blog and eventsorganisedby the Group A presencefocusingon content and open dialogue Theyjoinedthe platformin 2004 and nowhave 24 900 fans on the Facebook Page Facebook https://www.facebook.com/CMEGroup 94
  95. 95. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS A verystrongregularityand amountof tweets published A record audience: 757 000 followerson Twitter! Twitter A presencefocusedon relayinglive information and open dialogue https://twitter.com/CMEGroup 95
  96. 96. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Specialisedpages are showcased A presencefocusedon the content and discussion of the Group 21 115 followerson LinkedIn! Linkedin https://www.linkedin.com/company/5499 96
  97. 97. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS 1 643 followers Google+ usefulfor referencing, Pinterest for portrayingvalues and content 1 276 followers Google+, Pinterest https://plus.google.com/+cmegroup http://www.pinterest.com/cmegroup/ 97
  98. 98. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS A platformspecialisingin financialinformation Stocktwits http://stocktwits.com/symbol/CME 98
  99. 99. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS A platformdedicatedto bookmarkingaccordingto interests StumbleUpon StumbleUponisa free system of recommendationallowingto discoverweb pages in functionwithyourinterests, navigation habits and commentsof otherusers. https://www.stumbleupon.com/ 99
  100. 100. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS Weiboto addressthe Chinesemarket Weibo SinaWeiboisalsoknownas the «ChineseTwitter» and currentlyhas more than50 million users. http://weibo.com/cmegroup 100
  101. 101. The CME Group case #4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS The key points of theirsocial media strategyconfirmourrecommendations Social networks are constantlychangingand evolvingeveryday! Content management isextremelyimportant: arm yourselfwitha qualityeditorialteam! A team of experts… but restricted! To reassurespeech fromone coherentvoice. Determinethe content in functionwiththe needsof the company, clients and alsothe news. Do not justtalk about yourself! Social networks and content management concernsthe wholecompany! Look out for new niche social networks whichcouldpresentan opportunityfor yourmarket. ALLAN SCHOENBERG Executive Director Corporation Communications -CME Group Source: http://bit.ly/1ntZULo 101
  102. 102. 5. The importance of E-reputation 102
  103. 103. Social networks & earnedmedia #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Earnedmediaisallcontentaccessibleonthewebgeneratedbyinternetusersaboutagivensubject.Itisthereforefreebutnotcontrolledvisibilityforyourbrand. TheseconversationsinfluenceyourE- reputationandimpactbuyingbehaviour, hencetheneedformonitoring. ROLAND CREPEAU Expert in E-reputation-Vanksen ‘ ’ 103
  104. 104. Managingyoure-reputation… #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION 104 …isconstantlymonitoringthe content createdby internet usersabout a brand or itsproductsin orderto beable to reactaccordingly.
  105. 105. Whatto monitor? #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION 105 Internet users’ mentions about yourbrand
  106. 106. How to turnthisintointelligent data? #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION 106 TYPE OF SUPPORT ? BLOG, INFO. TWITTER, ETC. POLARITY POSITIVE, NEGATIVE, NEUTRAL, MIXED THEME PRICE, COMMUNICATION, DISTRIBUTION, ETC. STAKEHOLDER FOR THE COMPANY? VISIBILITY INFLUENCE EACH MENTION REQUIRES AN ANALYSIS Mentions of yourbrand by users By enrichingthe information:
  107. 107. The 4 main e-business reputationapplications #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Information summarizedby humanlabour LISTEN Listento the conversations about yourbrand on the web in orderto fullyunderstandhow itisperceivedby internet users. MONITOR Survey weaksignalsbut alsothe economicecosystemand yourcompetitors IDENTIFY Identifyyourinfluencersin orderto implementcontact strategies REACT Reactif necessaryand bereactive. IdentifyBtoB leads 107
  108. 108. The management of youre-reputation #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Listen Listento the conversations about yourbrand on the web in orderto fullyunderstandhow itisperceivedby internet users 108 Activatabledeliverables MONITORING DASHBOARD DAILY NESWSLETTER
  109. 109. 65 K CITATIONS Du 1er janvier au 31mai2014 INDICE E-RÉPUTATION 27 /100 6% POSITIF 21% NÉGATIF 73% NEUTRE SUMMARY DASHBOARD/ ALSTOM 6% Facebook 27% Sites d'actualités 3% Forums 58% Twitter 3% Blogs ‘‘ ‘‘ Alstom: l'Etat signe un décret de « patriotisme économique » @LeMondele 14 mai 2014 TOP 10 SITES en volume de mentions TOP #HASHTAGS en volume de tweets (+RT) 2702 2603 2059 24609 33265 J F M A M twitter.com 38033 www.facebook.com 4091 fr.news.yahoo.com 1049 www.boursier.com 684 www.boursorama.com 569 fr.finance.yahoo.com 503 bourse.lesechos.fr 479 www.romandie.com 449 www.bfmtv.com 423 www.combourse.com 421 #alstom 4041 #montebourg 481 #ge 336 #hollande 181 #ep2014 122 #siemens 292 #france 223 #euro2014 45 #e1matin 39 SUJETS SUBIS SUJETS EMIS 750 000 ODV 120 000 ODV VISIBILITÉ For exampleAlstom…
  110. 110. The management of youre-reputation #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Monitor the weaksignalsbut alsothe economicecosystemand yourcompetitors Monitor 110 RISK CASE GENERAL ELECTRIC SIEMENS Conversations about Alstom Conversations About Alstom’scompetitors
  111. 111. The management of your e-reputation #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION 111 Monitor French news, riskcase: How a repurchaseannouncementtriggeredthe biggestcommunicatonplan for the companyin over 10 years
  112. 112. The management of your e-reputation #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Reactif necessary, bereactiveand identifypotentialBtoB leads React 112 RISK CASE RESPONSE NEEDED QUESTION ABOUT THE COMPANY REPONSE NEEDED IDENTIFY THE PROBLEM SUMMARISE THE SITUATION AND RECOMMENDATIONS SEND AN ALERT TO THE CLIENT 1 2 3 PROCESS OF REACTION
  113. 113. Focus: classicscenario of badbuzz #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Crisis Twitter Online news sites HuffPost Rue89 20min.Fr Share Public Social Media Twitter Facebook Share Privatespheres E-mails Editorial Figaro Blogs D’opinion SearchEngines Diversions Google YouTube Phase 1 +30 to 60 Min Phase 2 +2 to 3h Phase 3 +3 to 6h Phase 4 +12 to 24h Les Echos Facebook Minutebuzz Melty Reactiondeadline 113
  114. 114. Focus: classicscenario of badbuzz #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Time Ephemeralvisibility Visibilityon searchengines Weaksignal Initial badbuzz «second shock» Media recovery 114
  115. 115. The management of your e-reputation #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION Identifyyourinfluencersto establishcontact strategies Identify 115 INFLUENCER IDENTIFY POTENTIAL INFLUENCERS GET TO KNOW THE FAVOURITE TOPICS OF INFLUENCERS A HISTORY OF CITATIONS ABOUT THE COMPANY, ITSMARKET OR ITS COMPETITORS 1 2 3 INFLUENCE STRATEGIES
  116. 116. Conclusion #5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION 116 BehindtheBofBtoBthereareindividualswithidenticalBtoCbehaviour,themonitoringofe-reputationisessentialtooptimisingthetimeofpurchasedecision. Thetoolsallowustomonitorandreacttothesessubjectswiththeaimofcontrollingtheglobalreputation(onandoffline).
  117. 117. 6. Maximise yourdigital exposure 117
  118. 118. The importance of SEO to maximise yourvisibility #6 MAXIMISE YOUR DIGITAL EXPOSURE Yoursite must beoptimisedfor searchengines, whilsttakingintoaccountyourdigital ecosystem(notablyyoursocial media presence) in orderto bevisible aheadof competitorsin internet users’ searchrequests. SEO OPTIMISATION VISIBILITY LEADS 118
  119. 119. #6 3 YOUR INTERNET SITES ThebestSEOpracticesaregloballythesameforBtoBandBtoC. ButcertainspecificationslinkedtotheBtoBsector(durationofthepurchasecycle, multiplicityofactorsperformingresearchandtheresearchedterms)requiredevelopingappropriatestrategiesadaptedtothissector. InSEO,«contentisking»anditisincreasinglytrueforBtoB,bothtoattractthevisitorfromsearchenginesandtoinstalltherequiredtrustthatleadstoapurchase. PIERRE WILTZ Expert in trafficacquisition - Vanksen ‘ ’ MAXIMISE YOUR DIGITAL EXPOSURE The best SEO practices for BtoB 119
  120. 120. 7 KEY POINTS FOR SEO OPTIMISE THE HOST EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS CHOOSE YOUR KEY WORDS WITH CARE STRENGTHEN YOUR BRAND CONTENT STRATEGY OPTIMISE YOUR WEB PAGES THINK SOCIAL MEDIA OPTIMISATION DIFFUSE YOUR CONTENT 1 2 3 4 5 The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE 6 7 120
  121. 121. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE OPTIMISE THE HOST 1 Beforethinking«content», optimise the shell! Back office Design or developyourCMSto ensuregood management and good optimisation of yourcontent. A key word: «administrability» 121
  122. 122. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE OPTIMISE THE HOST 1 Before thinking «content», optimisethe shell! Front Office Guaranteeaccess(crawl) and comprehension(indexation) of yourcontent for searchengines: Logicallystructure yoursite Use SEO Friendlytechnology(becarefulwithJavascript) ImplementSEOstandards (sitemap.xml, robots.txt) Help searchenginesto understandyourcontent (micro-data markup), etc… 122
  123. 123. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS 2 Whatare the good practices for a multilingualsite? Choiceof domainname Genericextension (.com): allowsyouto capitalise on a single domain, to position yourselfon an international market(google.com) Local extensions (ccTLD): positions youon a local marketand favoursyourposition in yourGoogle.country Redirectinginternet users Be carefulnot to redirectinternet usersin functionwiththeirprovenance (IP) as yourunthe risksendingsearchenginesto a single version of the site… Choosea default version and manage the redirections throughthe use of cookies. 123
  124. 124. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS 2 What are the good practices for a multilingual site? Redirection of searchengines Rewrite yourURLsin the languageof the internet usersby adoptingthe followingURL pathwww.mysite.com/[Language]/mapage 124
  125. 125. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS 2 What are the good practices for a multilingual site? Content adaptedto eachmarket? The idealisto adaptyourcontent in functionwiththe targetmarket, eitherby translating(if a differentlanguage), or by adaptingit. Often, itcanbedifficultto adaptyourcontent (eg: sameproductssoldin Belgiumand France), in thiscase use tags rel=alternatehreflanguageto makeitcomprehensiblefor searchengines. 125
  126. 126. Complexkeywordstrategies Therearenumerousvariablesforthesameneed,oftenlinkedtothecomplexityoftheresearchedsolution Onespeaker,manyrequests… Researchtermsevolveinfunctionwithadvancingtheprospectinthepurchasecycle: FirstlyI search: are theresolutions to myproblem? Then: whatisthe mostsuitablesolution? Then:whatare the specificsof the best solution? And finally: whatare the best services to providea solution? The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE 3 CHOOSE YOUR KEY WORDS WITH CARE 126
  127. 127. Oneprospect,manystakeholders… ThesearchesarenotcarriedoutbyoneindividuallikewithBtoCbutbydifferentstakeholdersallofwhomdonothavethesameapproachintheconstructionoftheirrequest. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE 3 CHOOSE YOUR KEY WORDS WITH CARE 127
  128. 128. To define: A SEO Friendlystructure Creationof supplementarylanding pages to answerto differentrequests Subjectsto strengthenyourBrand Content strategy. 1 Establisha 1stlistof key words Searchfor declinations Select yourprioritykey words(potentialx competitionx relevance) 3 2 The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE CHOOSE YOUR KEY WORDS WITH CARE 3 128
  129. 129. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE STRENGTHEN YOUR BRAND CONTENT STRATEGY 4 Content isking! Regularlypublish, fresh, originaland… interestingcontent ! The SEO couldhelp you: Identifythe needsof yourtarget: throughthe analysisof searchtrends Identifythe themesuponwhichyourcompanyisinsufficientlyvisible Suggesttopicsfor youreditors to talk about Support editors to guaranteemaximum SEO effectiveness 129
  130. 130. A reminderof the specificsfor writingon the web -60 seconds: the averagetime spenton a webpage -79% of internet usersreaddiagonally -16% of internet usersreadwordfor word -A page is«scanned» by the internet afterhavingused«F» Train editors to beSEO Friendly -Multiplication of key wordoccurrences are prioritised -Use of the top of the web page -Use in titles -Passages in bold, italic -Internallinks to beanticipated The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE 4 STRENGTHEN YOUR BRAND CONTENT STRATEGY 130
  131. 131. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE OPTIMISE YOUR WEB PAGES 5 Optimise yourweb pages URL META Title META Description Images: naming, Alt HnTitles(H1, H2, H3, H4, … ) Occurrencesof prioritykey words Formatting: passage in bold, italic Insertion of internallinks 131
  132. 132. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE THINK SOCIAL MEDIA OPTIMISATION 6 Open social spacesfor the brand The social signalsare takenintoaccountby engines' algorithms: numberof fans, numberof followers, numberof shares, … The openingand animatingof thesebrand spaceshelpsto buildthe trust of searchenginesfor yoursite. Link to social spacesfromyoursite and addthe specifictags (META Fbadmin) 132
  133. 133. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE THINK SOCIAL MEDIA OPTIMISATION 6 Encourage the sharing fromyoursite on social networks •Implementsharebuttons on the important pages •Control the infomationsharedon social networks (Open Graph, Twitter card) and generaterichinsights Twitter Cards 133
  134. 134. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE THINK SOCIAL MEDIA OPTIMISATION 6 Google Plus and Authorship Use authorprofiles on Google Plusto claim Google Authorship It isan authorityscore attributedto the contributorsin functionwiththeirexpertise This implementationimprovesvisibilityin the 1stpage of Google results(quantitativelyand qualitatively) and capture more traffic Google AutHorship 134
  135. 135. The 7 key points for SEO #6 MAXIMISE YOUR DIGITAL EXPOSURE DIFFUSE YOUR CONTENT 7 Do not keepall yourcontent to yourself! A good SEO practiceisto equallydiffuse yourexpert content on externalsupports. «Offer» yourexpert content to anotheraffiliateddigital support to multiplythe trends of yourbrand nameon the web and gleanpreciouslinks to improveyourSEO. In exchange, equallyopen yoursupports to externaleditors to practice guestblogging 135
  136. 136. Context Constelliumwishedtodeveloptheirvisbilityinsearchengines The Constelliumcase in SEO by Vanksen #6 MAXIMISE YOUR DIGITAL EXPOSURE Meansstrategy Technicalaudit of the site and structural and technicaloptimisation of the site Semanticanalysisof user searchesand selectionof key wordsto beaddressed Semanticoptimisation of 150 pages of content Link Building strategy SEO skillstransfer 136 Results Visbilityin Google FR: + 110% of visibilityon the 1stpage in 3 months +133% of visibilityin 1 year Trafic SEO : +29% of SEO visitsin the period2013 / 2014 Linking: More than100 links createdon affiliatedsites Integrationof the SEO problematicin pressrelations of the Constellium
  137. 137. Paidmedia to generateleads #6 MAXIMISE YOUR DIGITAL EXPOSURE In the case of generatingBtoB leads, paidmedia offersthe samesolutions as withBtoC: ADWORDS Purchasethe mostrelevant key wordsin orderto generatequalifiedtrafficsusceptible to generatingconversations about yoursite (eg: forms) thensales DISPLAY Reachyourtargetin Display via campaignson affiliatedsites or RTB campaignsallowingyouto addressyourdifferenttargetsduringtheirnavigation SOCIAL MEDIA Use the greattargetingpossibilitiesofferedby social media professionalsor the generalpublic to reachyourtargetson social networks EMAIL Recruitnew prospects via the location of the externaldata base qualifiedon yourdifferentBtoB targetsand sendoptimisation emails 137
  138. 138. Paidmedia to generateleads #6 MAXIMISE YOUR DIGITAL EXPOSURE This type of campaignseemsto beinsufficientto accompanyyourprospects throughoutthe decisionmakingprocessand canbecompletedby PaidMedia toolswiththe aimof addingvalue to yourbrand content! 138
  139. 139. PaidMedia isthe perfectcomplementto yourBrand Content strategyin the contextof gainingthe trust of yourprospects. Paidmedia to addvalue to brand content #6 MAXIMISE YOUR DIGITAL EXPOSURE ADWORDS Addvalue to eachof yourpublications throughthe purchaseof key wordsthatlinkdirectlyto treatedsubjects. You willdrawin interesteduserswithyourcontent… susceptible to becomingprospects/clients. VIDEO Diffuse yourvideosvia display or in-streamcampaignsallowingyouto maximise the exposureof attractive content to increasereassurance… and seerecruitment. SOCIAL MEDIA Maximise the exposureof yourspeech on social networks throughthe use of specificad formats (promotedpost, sponsoredtweets, in mail LinkedIn, etc…) to reachyourcurrentand future prospects. EMAIL Diffuse yourexpert content via newsletters to yourprospects but alsovia targetedemail campaignsallowingyouto encourage interestand to recruitfromthe opt-in. 139
  140. 140. Trackingyourdigital campaigns Whattype of campaign? Whatmessage? Whatad format? Whatisthe target? Trackingthe conversion of yoursite… Volume: visits, uniques visitors, etc… Consumptionof content: reboundrate, page viewsper visit, averagetime spenton the site, revisitrate, etc… Conversions: clicks on call to actions, sendingof the contact form, monitoring of the conversion tunnel, etc… Trackthe conversions… to control the activation #6 MAXIMISE YOUR DIGITAL EXPOSURE The trackingand analysisof conversions isjustas important as withBtoC… but more difficultto implement. 140
  141. 141. … untilthe final sale! It isimportant to integratethe offline conversions in orderto evaluatethe performance of digital campaignsin a precisewayand in the long term. Trackingconversions… to control the activation #6 MAXIMISE YOUR DIGITAL EXPOSURE 141
  142. 142. The Constelliumcase in PaidMedia by Vanksen #6 MAXIMISE YOUR DIGITAL EXPOSURE Meansstrategy -GoogleAnalyticsTrackingofcontactformsinordertohavestatisticsinGoogleAnalytics -ImplementationofaGoogleAdwordscampaign:selectionofkeywords,segmentationbymarketandthemes,writingads,monitoring&optimisationinrealtimeinfunctionwiththeresults. Context Constelliumwishedtolaunchaninternationalleadsrecruitmentcampaigntogeneratethesendingofcontactformsfromthewebsite 142 Results Costper visit: 1,40€ Averagetime spenton the site: between30 sec and 2 mn 30 sec Rate of new visits: 88% Pages viewedper visit: 1,94 Conversion rate: 1,3% Costof the form: 107,85€
  143. 143. Specificationsof BtoB media activation #6 MAXIMISE YOUR DIGITAL EXPOSURE B2Bprojectsareparticularlydemandingastheyrequireagoodunderstandingoftheclients’activities(oftenverycomplex)andasharpnessintheselectionofkeywordsandadvertisingspace,forresultswhichcanoftenprovetobedeceptiveintermsofvolumevsB2C,butinrealityareinteresting(avisitfromanacquisitioncampaigncangenerateasaleofmorethanhundredsofthousandsofeuros). PIERRE WILTZ Expert in trafficacquisition - Vanksen ‘ ’ 143
  144. 144. Conclusion
  145. 145. In3points,awinningdigitalstrategyforBtoB: Qualitybrandcontent:drawtheattentionofprospectsthankstoexpertcontentthatrespondstotheirneeds. Contentmanagement&diffusion: establishadiffusionandpromotionstrategytomaximisethevisibilityofthecreatedcontent BusinesstoBusinessVSPeopletoPeople:adoptaPeopletoPeoplediscourseonthedigitalspherebasedonexchangeanddialogue. XAVIER LESUEUR CEO & Founder-Vansken ‘ ’ 3 key points to remember 145
  146. 146. Thankyoufor yourattention Do not hesitiateto getin touch Benelux Jérémy Coxet jcoxet@vanksen.com +352 48 90 90 France Xavier Lesueur xlesueur@vanksen.com +331 55 33 89 00 Suisse David Pihen dpihen@vanksen.com +41 22 306 49 90 Contact us: vanksen.fr twitter.com/vanksen facebook.com/vanksen pinterest.com/vanksen Solange Derrey Responsible for communication and digital studies sderrey@vanksen.com +33 1 55 33 89 17 Studywrittenby: 146 Roland Crepeau E-reputation Product Owner rcrepeau@vanksen.com +33 1 55 33 89 26 Pierre Wiltz Project Director pwiltz@vanksen.com +33 1 55 33 17 24 Caroline Berthonneau Project Manager cberthonneau@vanksen.com +352 48 90 90 126
  147. 147. Vanksen Our vision Vanksenisan independantand international native digital communiationagency. Vanksenbelievesin a model agencyof intelligent, creativeand integratedcommunication whichdetectsfor itsclients the opportunitiesof tomorrowto ensurea return on theirinvestment. Vanksenisa «Creative&Digital Business» 147
  148. 148. 7 tradesthatare the fabricof Vanksen’sexpertise Overview of the different services of the agency ADVICE CREATION Brand and communication strategy Meansstrategy Visibilitystrategy Media strategy Monitoring of the competitivemarket Training and coaching Online communication (site internet, social media, blog, video…) Audiovisualcommunication Printcommunication (identitychart, press, display, brochure…) Events Digital (website, animation, viral and social media modules, online ads, hosting) Print Audiovisual Events Brand audit E-reputationmonitoring Crisismanagement Analysisof the competitiveenvironment E-reputationconsulting strategy Definitionand management of a media plan Searchenginemarketing (SEO, SEA and SEM) Non-media operations(RP, guérilla…) Definitionof KPIsand impact measurement Creationand animation of spaceson social networks Communityrecruitment Communitymanagement Specialoperations Brandingon the internet (portfolio of domainnames, brand monitoring…) Benchmark Monitoring and analysis(definitionof KPIs, analyticsstrategy…) PRODUCTION MEDIA E-REP BRAND MONITORING E-CRM Vanksen 148

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