enterprise cloud computing for fujitsu by directiongroup
DESCRIPTION
The Fujitsu Cloud Computing campaign was developed by DirectionGroup to deliver valuable and relevant content into a landscape overcome by hype and mixed messages, while positioning Fujitsu as authoritative thought-leaders. Aimed at IT decision makers and influencers, this integrated campaign used social media and research to inform the content strategy. Direct comms and media partnerships delivered the content to prospects and a broader audience, while the content itself was used in sales nurturing. Eoin will discuss the strategy and implementation of this content-lead campaign which included practical advice, expert opinions, video interviews, research and assistance with creating a business case.TRANSCRIPT
© DirectionGroup [June 2012]
Fujitsu Content Marketing Case Study
Eoin Rodgers
Tactical Planner - DirectionGroup
What is content marketing?
A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.
Content Marketing Institute, 2012
Content marketing landscape
There are now 40% more content types than 5 years ago
IDG Connect IT Buyer Survey, 2010
We have seen 80% growth in content formats since 2005
IDG Connect IT Buyer Survey , 2010
36% of marketers say producing engaging content is their biggest challenge
Content Marketing Institute, Budgets and Trends Report 2010
Three-quarters of executives said they watch work-related videos on business related websites at least weekly.
More than 80% of senior execs say they are watching more online video than they were a year ago.
65% of senior execs have visited a vendor’s website after watching a video. (Forbes Insights, 2010)
Video content in B2B Marketing
Content marketing – Approach
Insight is key
Utilise brand
expertsMonitor reactions
to content
Harness peer to
peer comms
Revisit research findings
Campaign brief
Create an integrated demand-generation campaign to:
Position Fujitsu as a thought leader
Build awareness for Fujitsu as the only brand delivering in the UK today
Demonstrate Fujitsu’s ability to guide and advise
Target audience
IT Director & CIO
C-Suite
IT Management
Complex decision-making unit
Difficult to reach and heavily marketed to
Target influencers as well as decision makers:
Influencer:
Core Target - Decision Maker:
Influencer:
Our approach – content creation
Deliver a broad spectrum of highly relevant content to all target audiences in support of the campaign objectives:
Video content for IT decision makers
Video content for C-Suite influencers
“Snapshot of marketplace” research report
Practical “hands-on” guide
“Hot Topic” Insight papers
Create a content repository for all content in various formats
Video Content
Management Today
Interviews with prominentindustry spokespeople:
CEO and Founder, Regus
CIO of Rentokill Initial
Marketing Director of British Gas
CEO of The Reading Room
CIO / CTO of Fujitsu UK
Computer Business Review
Probing video interview with 2 Fujitsu experts
Editor took on the voice of the IT Director
Co-branded “info zone” offering additional information,
Insights
Whitepapers
C-Suite Influencers IT Decision Makers
Research Report – Early Adopters
100 “early adopters” share their experiences of cloud computing
Reflecting on changing marketplace
No actual case studies available
“Proof” of adoption needed
Online insights
Online interactive MPU and social media (twitter) polling allowed us to:
Real-time feedback from target audience
Gain insights on important topics
Identify gaps in suite of content
Responses highlighted “hot topics”Cloud Security
Contractual terms and lock-ins
Practical Guide
The White Book of Cloud Adoption
Produced in consultation with UK CIOs – for a UK CIO audience
No-nonsense guide with practical advice form Fujitsu specialists
Established the business case for the technology
Outlined the options and best practices for cloud adoption
Creating relevant content
Research Report
M.Today Videos
Practical Guide
Opinion Piece
Opinion Piece
CBR Video
: Peer to peer
: Social media
: Brand specialists
Our approach – content distribution
Place our content in the hands of our target audience through multi-touch communications:
Direct Comms (email and Direct Mail)
Media PartnershipsComputer Business Review
Management Today
CIO.co.uk
Events (roundtable discussions)
Telemarketing (sales nurturing)
Search (optimisation)
Social Media (twitter community)
Social Media
Partnership with IDG to create a topical discussion community around Cloud Computing
A content manager was deployed to create tweets around valuable news stories, insights and competitive activity, as well as sharing Fujitsu content with the audience
Traffic drivers and a hosted content zone featured on CIO.co.uk
Twitter community of over 2030 IT leaders and is ranked in the top 3% of all Twitter accounts globally for influence and relevance
1:1 communications were also initiated when a follower fitted the campaigns prospect profile
Content distribution - Atomisation
Single piece of content
10 individual tweets
Opinion Piece
Research infographic
PR opportunitiesA webinar
2 Blog posts
Breakfast Briefing /
Roundtable
Results
6,000 interactions with campaign content over 12 months2,000 views of the Management Today videos
More than 1,000 whitepaper / document downloads
50 conversations with prospects from 200 target organisations
Feedback from the sales force: content strategy played a direct role in influencing prospects
Marketing ROI of 106:1 in 12 months
“To see 70 per cent of our leading prospects
for Cloud come directly from our content
marketing effort shows how effective a
targeted and relevant content strategy can
be in the buying chain.”
James Collister
Head of Campaigns
Fujitsu UK & Ireland
www.DirectionGroup.com
Eoin Rodgers
Tactical Planner - DirectionGroup
uk.linkedin.com/in/eoinrodgers
@eoinrodgers