1. Daniel Klaus
Daniel Klaus
Global Marketing Group
@daniel__klaus
Digital Influencer Relation

2. Daniel Klaus
Content
The company
Our target audience
The concept
Digital Influencer Project
Digital Influencer Relation

3. INTERNAL USE ONLY
The Company

4. Daniel Klaus
Fujitsu ?

5. Daniel Klaus
We do everything in ICT
PC/Mobile
Services
Networks
Software
Servers
Approximately 162,000 Fujitsu colleagues working with customers in over 100 countries

6. INTERNAL USE ONLY
The Target Audience –
B2B

7. INTERNAL USE ONLY
Senior IT Executive (CTO, CIO,..)
Senior Biz Executive (CEO, CFO,..)
IT Manager
IT Professional
Purchasing Manager
Biz Professional (Project Manager)

8. Daniel Klaus
Decision-markers now complete 60-70% of the purchase decision BEFORE they come into direct contact with the brand
Source: Sirius Decisions 2012

9. Daniel Klaus
81%
said word-of-mouth recommendations influence their purchase decisions
Source: DemandGen report

10. Daniel Klaus
Ads / stories
Information & review
Sales
All along the B2B decision-making process
Online Touchpoints
Offline Touchpoints
Banner
Event
Sales Rep
White Paper
Blogger
Review
via Google
Linkedin
post
Airport Ad
Awareness Favorability Consideration Conversion

11. Daniel Klaus
The Concept

12. Daniel Klaus
Digital Influencer concept – what we do
Digital Influencer Relation
Projects
Projects
Projects
2009
2010
2011
2012
2013
2014
2015

13. Daniel Klaus
Digital Influencer concept - Projects
Digital Influencer Relation
Projects
Projects
Projects

14. Daniel Klaus
Reach (number of fans, followers,…..)
Passion & knowledge of a topic/product
Fujitsu Digital Influencer
Digital Influencer
Celebrity/
Rockstar

15. Daniel Klaus
Digital Influencer reviews via tasks
Own content
e.g. White Papers
Agency produced
Web page
Produce/Find
Hub
Organic
Native advertising & banner
Distribute/Share
Digital Influencer Project
Via local blogs
SEO
Own media

16. Daniel Klaus
The hub: Master Your Business

17. Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Badges: awards for bloggers

18. Daniel Klaus
The mechanics
Gamification approach to keep bloggers engaged
Extended ranking system:

19. Daniel Klaus
Example
Sparkling black, ultra-slim, robust with magnesium & aluminum housing and with super-crisp touch display. Sophisticated business Ultrabook.
First things to discover is the bundled docking station / port replicator. That really helps to keep the desk tidy (and I am very bad at it - so I get all help that I can) at the office.

20. Daniel Klaus
Example

21. Daniel Klaus
Positiv !
Example:

22. Daniel Klaus
Some Project Results

23. Daniel Klaus
Reach
Engage
Convert
Reach
Blog:
Facebook:
Twitter:
Linkedin:
Blogosphere & PR:
Twitter:
Linkedin:
Unique Visits Projectblog
Browser
Chrome:
Safari (in-app):
Android Browser:
IE:
Firefox:
Safari:
Devices
Desktop:
Mobile:
Tablet:
Total # of contacts reached
Page/Visit
Time spent on site
Engagement / rate
Social Shares on own platform
Twitter:
Linkedin:
FB (likes):
Number of page 1 results (Google)
KPI dashboard (summary)
Consider: B2B buying process
Click on Product info
Click on Reseller Locator
NPS
Number of Insider contacts planning to buy a FJ device
Sentiment

24. Daniel Klaus
Digital Influencer Relations
Digital Influencer Relation
Projects
Projects
Projects

25. Daniel Klaus
Facebook Group: „Direct line to Fujitsu“ for Silver Insiders
Stay in touch
Share preview on product launches
Q&A with experts
Invitations to Cebit & local events
…..

26. Daniel Klaus
Invitation to events
Fujitsu Forum Munich
Fujitsu Forum Tokyo
Cebit Hannover
Local events in the countries

27. Daniel Klaus
Stay in touch during the projects
Factory Tour
Expert talks
Test devices

28. Daniel Klaus
Thank you! Questions?
@daniel__klaus