Generate BtoB Leads with Digital Marketing

BtoB: Digital for business
How to usethe power of digital to generateBtoB leads
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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
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SUMMARY
BtoB: Digital for Business
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1. BtoB & Digital: friends or enemies?
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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
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#1
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)
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#1
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
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#1
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
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Fundamentalchanges requireBtoB marketersto thinkdifferently

#1
Clients’ preferredsources to learnfrom
1. WEB RESEARCH
2. BRANDS’ SITES
3. COLLEAGUES
4. SOCIAL MEDIA
BtoB CLIENTS
Source: BtoBbuyerbehaviorsurvey, 2013
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#1
Certain BtoB brands
didnot catch the earlytrain!
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Ensurevisibilityfor specifictargets, internationally
#1
Digital, the promise of differentiationand visibility
VISIBILITY
LEADS
STORYTELLING
Establisha brand’sstorytelling
Stand out fromthe competition
DIFFERENTIATION
Welcomenew clients
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#1
Becomingdigital, yes, but witha real strategy! 11

2. Establishingyourdigital presence
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#2
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
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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
+
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#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
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#2
The problemof the BtoB BRAND
Transforminga BtoB company…
…intoa BtoB BRAND?
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INTERNET SITES
BLOGS
BRAND CONTENT
SOCIAL NETWORK PROFILES
Installingan «owned» presence
#2 17

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
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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
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7GUIDELINES
TO FOLLOW
IMPORTANCE OF CONTENT
ERGONOMICS AND USER EXPERIENCE
AESTHETICS
REFERENCING
CALL TO ACTION
THINK INTERNATIONALLY
THINK MOBILITY
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#3
YOUR INTERNET SITES
The 7 guidelines to followfor an optimal site
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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.
34%
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#3
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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:
YOUR INTERNET SITES
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COMMERCIAL CONTENT
«COLD» CONTENT
BRAND CONTENT
«HOT» CONTENT

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Numeroustoolsadaptedto differenttypes of content
#3
YOUR INTERNET SITES
ARTICLES
REPORTS
INTERVIEWS
WHITE PAPERS
VIDEOS
INFOGRAPHICS…
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#3
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Webzine and home automation -Somfy
YOUR INTERNET SITES
Topositionitselfasareferenceforhomeautomation,SomfypublishesitsonlinemagazineHomeIntelligence& You,withanindependenttheme.
Themagazineisforprofessionalsandearly- adopters.Itdescribesthetrendsandpresentssolutionsfromtheconnectedobjectmarket.
Somfy
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http://www.hi-and-you.fr/

#3
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Site of content –SolocalGroup
YOUR INTERNET SITES
LeblogdesidéeslocalesisaninitiativecreatedbySolocalGroup(previouslyPagesJaunes).Aimedatprofessionalsinneedofsolutionstodeveloptheiractivityonalocallevel,itproposesaspacedetailingthemostoriginalinitiativesandisorganisedbytypeofactivityandtypeofoperation.
Solocal
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http://www.ideeslocales.fr/

#3
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The content must bepushedto the readerin an attractive way: pictograms, graphics… Evenseriouscontent canbeattractive.
prioritizationof content
YOUR INTERNET SITES
OntheDropboxsite,solutionfordatastorageinthecloud,drawnandstrippedhighlydetailedvisualsaccentuatethemessageconveyedbythesite:easeofuseandsimplicity.
Dropbox
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VanksencreatedexplanatoryvideosforKneip’sproducts,displayedinaclearandattractivemanner.
Intermsofresults,weseeanaverageincreaseof27%inconversionsonourcalltoaction(requestdemo)onthisclipcomparedtoothertypesofcontent.
#3
YOUR INTERNET SITES
Kneip
http://bit.ly/1iLp7k0
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Vanksencreatedexplanatoryvideosfor the financialproductsof Fundsquare, an entityof the Bourse du Luxembourg.
#3
YOUR INTERNET SITES
Fundsquare
https://www.fundsquare.net/
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2
Attractingvisitorstoasiteisonething.
Engagingthemandsucceedingtoconvertthemisanother.
Ergonomicsareextremelyimportantsothattheinternetuserfindswhattheyarelookingforinjustafewclicksandwantstostayonthesite.
Ibelieve,thattherearenomajordifferencesorspecificergotipsforBtoBvsBtoCsites.Allthatisneededistoadaptthemessageandtheproductplacementbasedonthetargetedusers.
CAROLINE BERTHONNEAU
Ergonomicsexpert -Vanksen
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’
#3
YOUR INTERNET SITES
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2
YOUR INTERNET SITES
#3 31
Undertakingan ergonomicapproachmeansto integratethe user at the «heart» of the design processto worktowardsa usefuland usable …
… and thereforemore efficientwebsites.

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Veryearlyonintheprocess,theuser-orientedergonomicdimensionisadecisivefactorforthesuccessofyourprojects.
«Investing»inergonomicsis…
YOUR INTERNET SITES
#3 32
…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…)

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Aniterativeprocessin3keysteps
YOUR INTERNET SITES
#3 33
ANALYSE
CONCEPTION
EVALUATION
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YOUR INTERNET SITES
#3 34
Identifythe needsof the end user, the contextof use, analyse the existing, definethe objectives of the site (of the redo)
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ANALYSE
Ergonomicaudit
ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES
Foyer –Client space

YOUR INTERNET SITES
#3 35
Organise content and definethe structure of information
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DESIGN
Methodof cardsorting
-
-
-
-
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YOUR INTERNET SITES
#3 36
Definethe structure of the interface
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DESIGN
Prototypage / wireframing
Arendt & Medernach
Site Arendt Services

YOUR INTERNET SITES
#3 37
Confirmwhetheror not the design choicesconfrontreality…
…to yourusers.
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EVALUATE
User test
CNS –Site public

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#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:
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YOUR INTERNET SITES
#3 39
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Takeintoaccountthefactthattheergonomicdimensionisbeneficialwhencreatingorredesigningasitebutnotonly…
…thisapproachisequallyarealassetinanopitcalconversationoptimisationbybestexploitingyourtraffictoproducethebestoutcomes
Benefits:
Improveengagementandreducebouncerate
Increaserealisation>>theconversionrate>>sales
ERGONOMICS AND USER EXPERIENCE: OPTIMISATION DE LA CONVERSION
INTERNET USER
PROSPECT
CLIENT

YOUR INTERNET SITES
#3 40
2
Conversionoptimisation
Analyse actualperformances and behaviorsof yourvisitors
ANALYSE
Heatmap
BelambraClubs
BelambraTV

YOUR INTERNET SITES
#3 41
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Makemodelsbasedon the assumptionsdefinedin the first step
DESIGN
Wireframe A
Wireframe B
A
B
BelambraClubs
BelambraTV

YOUR INTERNET SITES
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Compare variations with your visitors to determine THE best performing version.
EVALUATE
A
B
VS.
A/B Testing

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#3
YOUR INTERNET SITES
Insummary,tooptimiseconversion,herearetheergonomicrulestoremember:
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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…

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VanksenworkedwithInvestisforArcelorMittalintermsofergonomicsanddesigntohighlightthemaincontentofthedifferententitiesoftheGroup.Simplifyandreconstructtheintegratedinterfaceofthenavigationsystemsandimprovetheuserexperience.
Project: ArcelorMittal
#3
YOUR INTERNET SITES
Source: http://corporate.arcelormittal.com
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Project: LetzBio
#3
YOUR INTERNET SITES
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LetzBioaimstohighlightLuxembourg’squalitiesintermsofLifeSciences.
Vanksenhastakenergonomicstepstorespondtotheobjectivesofthesitewhichistoattractthreemaintargets:researchers,industriesandinvestors.Intermsofitsstructure, thesitehasbeendesignedtorespondandadapttotheseendusers.
Source:http://www.letzbio.lu/

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VanksenworkedforthelawfirmArendt&Medernachintermsofergonomicsandnavigationtohighlightthemaincontentofthecompany.TheagencyequallyadvisedthefirmergonomicallyfortheArendtServicessite.
Sources:http://www.arendt.com/
http://www.arendtservices.com/
Project: Arendt & Medernach
#3
YOUR INTERNET SITES
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VanksenwasinchargeoftheredooftheFoyersite.Theobjectivewastodeveloparelevantuserexperiencebyworkingonoptimisingtheorganisationofthecontentandtheirpresentationtoofferadifferentexperienceperprofileandthereforepersonalisetheinformationandallowforanavigationthatisadaptedtopointsofviewandneeds.
Source:http://www.foyer.lu
Project: Foyer Assurances
#3
YOUR INTERNET SITES
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AESTHETICS / WEBDESIGN
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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.
#3
YOUR INTERNET SITES
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AESTEHTICS / WEBDESIGN
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Consultour
«The 10 trends in webdesign for 2014» presentation
on slideshare
#3
YOUR INTERNET SITES
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+ 110 K VIEWS

AESTEHTICS / WEBDESIGN
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General Electric site in 2007
General Electric site in 2014
#3
YOUR INTERNET SITES
Source: http://www.ge.com/fr/
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REFERENCING
4
#3
YOUR INTERNET SITES
searcheson Google
everyday!
3.5 BILLION
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REFERENCING
4
#3
YOUR INTERNET SITES
Searchenginesstilloftenremainthemainentrypointtoyoursites.
ItisessentialtopositionyourbrandonkeywordstypedinbyyourprospectsatallstagesofthebuyingprocesstomaximisetheconversionrateofyourSEOtraffic.
Yoursiteshouldthereforebeoptimisedintermsofreferencingtogainthetrustofyourprospectswithregardstoyourcompanyanditsproducts/services.
Pleaseconsultsection 6 to discoverthe 7 key points to SEO.
Garde corps aluminium
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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.
#3
YOUR INTERNET SITES
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CALL TO ACTION
5
Free trial -Dropbox
Incentiveto getin touch
ABD Team
Requesta demo-Qubit
#3
YOUR INTERNET SITES
Online chat -Cisco
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THINK INTERNATIONAL
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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.
#3
YOUR INTERNET SITES
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THINK MOBILE
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Today,moreandmorepeopleconnecttotheInternetonamobiledevicethankstosmartphones,tabletsandeven‘phablets’(smartphoneswithlargescreens,betweenasmartphoneandatablet).
Globally,therearemoremobileusersthaninternetusers.
#3
YOUR INTERNET SITES
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THINK MOBILE
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Thegrowthoftabletsis4timeshigherthanthatofsmartphonesattheirlaunch.
4TIMESFASTER
#3
YOUR INTERNET SITES
Source: Médiamétrie
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THINK MOBILE
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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
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THINK MOBILE
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Responsive Design isa solution to thisproblemof adaptabilityto differenttypes of screens:
#3
YOUR INTERNET SITES
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http://www.travisperkinsplc.co.uk/

4. Generateleads throughsocial networks
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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!
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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
Accordingto BtoB clients
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Researchpathstakenby internet users
#4
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
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1
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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
Source: BtoBbuyerbehaviorsurvey, 2013
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Blogs, LinkedIn and Twitter are a priority
#4
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Blogs, LinkedIn and Twitter are a priority
#4
BtoB MARKETERS
And for marketers?
Whatisthe purposeof social networks?
Whichare the mosteffective accordingto them?
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BtoB marketersand social media
#4
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
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LinkedIn, 3 times more efficient thanFacebook and Twitter!
#4
77%
43%
40%
LinkedIn
Facebook
Twitter
Source: http://bit.ly/1f3BwAX
Accordingto BtoB marketers
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Panorama of the main social media for BtoB
#4
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
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Panorama of the main social media for BtoB
#4
BRAND IMAGE
BTOB SPECIALISATION
REFERENCING
LIVE
FACEBOOK
TWITTER
GOOGLE+
LINKEDIN
SLIDESHARE
WORDPRESS
TUMBLR
YOUTUBE
FLICKR
CONTENT HOSTING
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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
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The 5 guidelines to followfor a BtoB social media strategy
#4
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The 5 guidelines to followfor a BtoB social media strategy
#4
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
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The 5 guidelines to follow for a BtoBsocial media strategy
#4
2
Social works because relationships are between people
And not businesses.
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#4
2
B to B
P to P
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#4
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/
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#4
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.
3
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#4
Content neverdies if itisrelayedon otherplatforms(Slideshare, blogs, sites, photo platforms, forums…)
3
«Leaveyourdigital print»
77

#4
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
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NEEDS
SUPPORTS
TARGET

#4
Xerox: Creationof the «GetOptimistic» campaignto connectto a netowrkof 30 bigaccounts.
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
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#4
CroweHorwath: Generatea multitude of content to reachfinancialinstitutions.
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

#4
Sungard: MakeSungardCloud wellknownthanksto a zombie themedcampaign
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

#4
FastCompany–Infographic
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

#4
General Electric –#6SECONDSCIENCE FAIR
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

#4
Cisco -Storytelling
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

#4
Establishinga content strategymeanshavingto thinkabout the prioritizationand distribution of all content.
3
SomecompanieswithalotofcontenthavecreatedNewsroomswhichallowforallnewstobeclassiffiedwithkeywordsforbetterreadabilityandmakeiteasierforcontenttobeshared.
Cisco
Scania
Source: http://newsroom.cisco.com/
Source: http://newsroom.scania.com/en-group/
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#4
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

#4
5
Youremployeesareyourbestambassadors!
Definethe«SocialMediaChampions»inchargeofcreatingandrelayingcontentandevangelisingtheinternalarekeystosuccessforamasteredandqualitativepresence.
«DefineyourSocial Media Champions»
87

#4
5
Indiumconvinced18companyengineerstocreatecontentwhichwasgroupedonthe «IndiumEngineerBlogs»platform.
Eachauthorhasabioandusefulcontactinformation.
Indium
Source: http://blogs.indium.com/
88

#4
5
Ciscousesanumberofblogswrittenbyinternalexpertsandspecialisedexternaljournalists.
Differentblogsfordifferentthemes,foreachcountry.
Cisco
Source: http://blogs.cisco.com/
89

#4
5
TheB2CCMmanagescustomerservices,games,hooksandfunonsocialmedia.
ForB2B,theCMdiffusesmoreexpertandseriouscontentandmustthereforemastertheuniverseofthecompany(products,expertises,sectornews,internalfunctions…)toequallycreatecontent,bringa1stlevelresponse,qualifyclientsandredirecttotheappropriateexperts.
BtoB CommunityManager, differentto BtoC
90

The CME Group case
#4
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

The CME Group case
#4
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

The CME Group case
#4
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

The CME Group case
#4
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

The CME Group case
#4
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

The CME Group case
#4
Specialisedpages are showcased
A presencefocusedon the content and discussion of the Group
21 115 followerson LinkedIn!
Linkedin
https://www.linkedin.com/company/5499
96

The CME Group case
#4
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

The CME Group case
#4
A platformspecialisingin financialinformation
Stocktwits
http://stocktwits.com/symbol/CME
98

The CME Group case
#4
A platformdedicatedto bookmarkingaccordingto interests
StumbleUpon
StumbleUponisa free system of recommendationallowingto discoverweb pages in functionwithyourinterests, navigation habits and commentsof otherusers.
https://www.stumbleupon.com/
99

The CME Group case
#4
Weiboto addressthe Chinesemarket
Weibo
SinaWeiboisalsoknownas the «ChineseTwitter» and currentlyhas more than50 million users.
http://weibo.com/cmegroup
100

The CME Group case
#4
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

5. The importance of E-reputation
102

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

Managingyoure-reputation…
#5
104
…isconstantlymonitoringthe content createdby internet usersabout a brand or itsproductsin orderto beable to reactaccordingly.

Whatto monitor?
#5
105
Internet users’ mentions about yourbrand

How to turnthisintointelligent data?
#5
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:

The 4 main e-business reputationapplications
#5
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

The management of youre-reputation
#5
Listen
Listento the conversations about yourbrand on the web in orderto fullyunderstandhow itisperceivedby internet users
108
Activatabledeliverables
MONITORING
DASHBOARD
DAILY
NESWSLETTER

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…

The management of youre-reputation
#5
Monitor the weaksignalsbut alsothe economicecosystemand yourcompetitors
Monitor
110
RISK CASE
GENERAL ELECTRIC
SIEMENS
Conversations about Alstom
Conversations
About Alstom’scompetitors

The management of your e-reputation
#5
111
Monitor
French news,
riskcase:
How a repurchaseannouncementtriggeredthe biggestcommunicatonplan for the companyin over 10 years

#5
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

Focus: classicscenario of badbuzz
#5
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

Focus: classicscenario of badbuzz
#5
Time
Ephemeralvisibility
Visibilityon searchengines
Weaksignal
Initial badbuzz
«second shock»
Media recovery
114

#5
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

Conclusion
#5
116
BehindtheBofBtoBthereareindividualswithidenticalBtoCbehaviour,themonitoringofe-reputationisessentialtooptimisingthetimeofpurchasedecision.
Thetoolsallowustomonitorandreacttothesessubjectswiththeaimofcontrollingtheglobalreputation(onandoffline).

6. Maximise yourdigital exposure
117

The importance of SEO to maximise yourvisibility
#6
Yoursite must beoptimisedfor searchengines, whilsttakingintoaccountyourdigital ecosystem(notablyyoursocial media presence) in orderto bevisible aheadof competitorsin internet users’ searchrequests.
SEO OPTIMISATION
VISIBILITY
LEADS
118

#6
3
YOUR INTERNET SITES
ThebestSEOpracticesaregloballythesameforBtoBandBtoC.
ButcertainspecificationslinkedtotheBtoBsector(durationofthepurchasecycle, multiplicityofactorsperformingresearchandtheresearchedterms)requiredevelopingappropriatestrategiesadaptedtothissector.
InSEO,«contentisking»anditisincreasinglytrueforBtoB,bothtoattractthevisitorfromsearchenginesandtoinstalltherequiredtrustthatleadstoapurchase.
PIERRE WILTZ
Expert in trafficacquisition - Vanksen
‘
’
The best SEO practices for BtoB
119

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
6
7
120

#6
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

#6
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

#6
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

#6
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

#6
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

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?
#6
3
126

Oneprospect,manystakeholders…
ThesearchesarenotcarriedoutbyoneindividuallikewithBtoCbutbydifferentstakeholdersallofwhomdonothavethesameapproachintheconstructionoftheirrequest.
#6
3
127

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
#6
3
128

#6
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

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
#6
4
130

#6
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

#6
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

#6
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

#6
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

#6
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

Context
Constelliumwishedtodeveloptheirvisbilityinsearchengines
The Constelliumcase in SEO by Vanksen
#6
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

Paidmedia to generateleads
#6
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

Paidmedia to generateleads
#6
This type of campaignseemsto beinsufficientto accompanyyourprospects throughoutthe decisionmakingprocessand canbecompletedby PaidMedia toolswiththe aimof addingvalue to yourbrand content!
138

PaidMedia isthe perfectcomplementto yourBrand Content strategyin the contextof gainingthe trust of yourprospects.
Paidmedia to addvalue to brand content
#6
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

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
The trackingand analysisof conversions isjustas important as withBtoC… but more difficultto implement.
140

… 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
141

The Constelliumcase in PaidMedia by Vanksen
#6
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€

Specificationsof BtoB media activation
#6
B2Bprojectsareparticularlydemandingastheyrequireagoodunderstandingoftheclients’activities(oftenverycomplex)andasharpnessintheselectionofkeywordsandadvertisingspace,forresultswhichcanoftenprovetobedeceptiveintermsofvolumevsB2C,butinrealityareinteresting(avisitfromanacquisitioncampaigncangenerateasaleofmorethanhundredsofthousandsofeuros).
PIERRE WILTZ
Expert in trafficacquisition - Vanksen
‘
’
143

In3points,awinningdigitalstrategyforBtoB:
Qualitybrandcontent:drawtheattentionofprospectsthankstoexpertcontentthatrespondstotheirneeds.
Contentmanagement&diffusion: establishadiffusionandpromotionstrategytomaximisethevisibilityofthecreatedcontent
BusinesstoBusinessVSPeopletoPeople:adoptaPeopletoPeoplediscourseonthedigitalspherebasedonexchangeanddialogue.
XAVIER LESUEUR
CEO & Founder-Vansken
‘
’
3 key points to remember
145

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

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

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

Generate BtoB Leads with Digital Marketing

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