Check out the most important highlights from our latest Business Briefing Breakfast at the Paris Saint James Club! Read this executive summary presentation to know more about Stein IAS’ contribution to one of today’s most advanced and integrated B2B campaign: the campaign led by Atos on the occasion of the London 2012 Olympic Games. Contents: Overview Atos – Company and Challenge Atos – Branding Introduction to the Campaign: Strategic approach, objectives, target audiences Atos – Campaign Key Features Stein IAS and the Atos Campaign Atos – Social Media and Digital Activation Atos – Automated Campaign Results Atos – Key Learnings Want to watch an exclusive interview of Martin Pietersen, Global Communications Brand Manager, Atos? Click here: https://www.youtube.com/watch?v=C7YF500hTas

1. BUSINESS BRIEFING BREAKFAST
Saint James Club, Paris, July 4th
12.07.13

2. EXECUTIVE SUMMARY
Branding, Social Media,
andLead Generation in B2B

3. CONTENTS
Overview
Atos – Company and Challenge
Atos – Branding
Introduction to the Campaign: Strategic approach, objectives, target audiences
Atos – Campaign Key Features
Stein IAS and the Atos Campaign
Atos – Social Media and Digital Activation
Atos – Automated Campaign Results
Atos – Key Learnings from Martin Pietersen

4. OVERVIEW

5. OVERVIEW OF THE BRIEFING
Martin Pietersen, Brand Manager Global Communications, Atos, presented
the Atos 2012 London Olympics campaign.
This campaign achieved great success in engaging employees, clients and
prospects with business-relevant content and stories of interest targeted
through deep segmentation of messaging.
It provided an excellent example of a broad scale, fully articulated
multi-channel campaign.
It demonstrated how client and agency can implement a branding strategy,
a content marketing strategy and lead generation and nurturing programs
that take targets from initial interest to new customer status.

6. ATOS – COMPANY AND CHALLENGE

7. ATOS – COMPANY AND CHALLENGE
Atos is an international information technology services
company, delivering hi-tech transactional services,
consulting, systems integration and managed services.
Atos is focused on business technology that powers
progress and helps organizations to create their firm
of the future.
It is the Worldwide Information Technology Partner for
the Olympic Games and is quoted on the NYSE Euronext
Paris market.

8. SIMILAR BUT DIFFERENT
B2C
Product driven
Maximize the value of the transaction
Large target market
Single step buying process,
shorter sales cycle
Brand identity created through
repetition and imagery
Merchandising and point
of purchase activities
Emotional buying decision
based on status, desire or price
Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/#axzz2XoA1m7uF
B2B
Relationship driven
Maximize the value of the relationship
Small, focused target market
Multi-step buying process,
longer sales cycle
Brand identity created
on personal relationship
Educational and awareness
building activities
Rational buying decision based
on business value

9. ATOS – BRANDING

10. ATOS – BRANDING
Working with Stein IAS, Atos sought to become the leader of a new category.
Applying its Mi3 process, Stein IAS developed the “Business Technologists”
positioning. Today, Atos is the leader in business technology, and its people
are known the world over as business technologists.
10

11. INTRODUCTION TO THE CAMPAIGN
Strategic Approach, Objectives,
Target Audiences

13. Atos has a long-term relationship with the International Olympic Committee
since Barcelona 1992.
As primary technology partner to the IOC, Atos has responsibility for coordinating
and integrating all technology partners supporting the Games.
ATOS – TECHNICAL PARTNER OF THE OLYMPIC GAMES

14. On-time
On-budget
New environment
every 2 years
Security and risk
Large scale and complex
Operational readiness
Sustainability
ATOS – OLYMPIC CHALLENGES
As worldwide IT
partner for the
Olympic Games,
Atos must manage a
number of sizeable
challenges

15. Delivering the Olympic experience to all Atos stakeholders through
a 360 degree activation program.
Communicating the strong link between Atos’ Olympic Games activities
and the solutions that they provide to customers every day.
Empowering Sales and Marketing to carry the message to Atos
customers.
Engaging Atos’ 74,000 Business Technologists to individually commit
to deliver excellence.
ATOS – CAMPAIGN STRATEGIC APPROACH

16. To promote Atos’ long-term partnership with the International Olympic
Committee to existing and new clients – ensuring it is relevant to their
business with the prime outcome of increasing Atos’ revenue and position
in the market.
To inform and engage Atos employees/business technologists and
company/ employee pride.
To build a strong, positive brand platform that would create a legacy
for future campaigns.
ATOS – CAMPAIGN OBJECTIVES

17. ATOS – CAMPAIGN TARGET AUDIENCES
CXO/business
decision makers
Investors Employees
Potential
employees

18. ATOS – CAMPAIGN KEY FEATURES

19. Globally integrated: internal communications, client campaign, PR and client
briefing program
Strong link to Atos solutions
One global campaign activated in all GBUs
Strong digital and social media campaign
Clear KPI tracking in CRM and analytics
A robust internal campaign
Global media campaign in key countries
Use of marketing automation (Eloqua) to track and trace leads
A measurable business impact for Atos
ATOS – CAMPAIGN KEY FEATURES

20. STEIN IAS AND THE ATOS CAMPAIGN

21. FROM A TECHNICAL STANDPOINT,
ATOS IMPLEMENTED A CAMPAIGN THAT WOULD
NOT HAVE BEEN POSSIBLE A SHORT TIME AGO.

22. In addition to the fundamental branding work,
Stein IAS supported Atos with a content marketing
strategy and lead generation / lead nurturing program.
As a global partner of Oracle-Eloqua – leader in marketing
automation and revenue performance management – Stein IAS
provides a seamless approach to best practices in brand
positioning and sales enablement & marketing activation.
The agency's unique process, called Mi3, provided 360-degree
support for Atos' ambitious worldwide campaign.
STEIN IAS AND THE ATOS CAMPAIGN

23. Eloqua’s capabilities were implemented to manage:
Contact database creation and administration
Campaign segmentation according to language
and other values
Creation and administration of emails, landing pages and forms
Contact level tracking
Automatic reporting of the campaign
Automatic contact, unsubscribe and bounceback handling
Delivery automation of all the 140 segmented email messages
SALES ENABLEMENT/MARKETING ACTIVATION

24. SALES ENABLEMENT/MARKETING ACTIVATION
37,530
delivered emails
140
unique emails
130
unique
landing pages
6
languages
for emails
19
languages
for forms

25. Branding and Deliverability Setup
Emails sent from genuine atos.net domain: london2012.atos.net
Sender reputation controlled
DKIM based sender authentication
Deliverability and inbox preview tested
Tracking codes installed on all Atos corporate websites + Olympic site
London2012.atos.net campaign site for landing pages
412 unique Eloqua forms integrated to Atos.net Olympic site
19 different languages
Pre-populated for known visitors
Gated download forms of PDF documents
Webinar registration forms integrated to GoToWebinar system
Contact us forms
SYSTEM SETUP

26. Automated campaign and nurturing structure
6 main languages
Welcoming campaign
Invited customers
Non-invited customers
Prospects
5 solution campaigns
Additional 2-step nurturing program / solution for deepened solution knowledge
Invited customers who reacted to welcoming campaign
Non-invited customers
Prospects
Post Olympics mailer
Invited customers
Non-invited customers
Prospects
SYSTEM SETUP

27. Weekly Dashboards
Website Traffic Analysis Dashboard
Campaign Performance Dashboard
Email Performance Dashboard
Form Performance Dashboard
Weekly Performance Reports
Top Unknown Visitors
Top Identified Visitors
Campaign Performance Reports Aligned To Timeline
Email Campaign Analysis
Nurturing Campaign Analysis
Executed always 1 week after set campaign launch dates
REPORTING STRUCTURE

28. CONTENT MARKETING DELIVERABLES
Video pack direct mailing

29. CONTENT MARKETING DELIVERABLES
Customer Guide
Sales presentation (with script)

30. 5 Fast Track Guides
CONTENT MARKETING DELIVERABLES

31. E-marketing campaign
CONTENT MARKETING DELIVERABLES
Landing page

32. CONTENT MARKETING DELIVERABLES
Plus…
3 whitepapers
A sales webinar
Client webinars for all 5 solutions
Solutions presentations

33. ATOS – SOCIAL MEDIA AND DIGITAL ACTIVATION

34. Social Media:
Campaign messages amplified
ATOS – DIGITAL AND SOCIAL MEDIA ACTIVATION

35. ATOS – AUTOMATED CAMPAIGN RESULTS

36. ATOS – AUTOMATED CAMPAIGN RESULTS
Active contacts at the end of the campaign:
5040 Reachable contacts in the database (active and marketable emails)
597 New contacts through form submissions
2195 Unique identified contacts who responded to Atos marketing*
567 Active contacts (click-through, form submission or site visit)
124 Super Active contacts (4 x click-throughs, form submissions or site visits)
* All Results exclude Atos Contacts

37. ATOS – KEY LEARNINGS FROM MARTIN PIETERSEN

38. KEY LEARNINGS BY MARTIN PIETERSEN
One big idea for building an integrated campaign
Early involvement of all stakeholders / GBU’s
Bridge communications and marketing
Provide metrics/KPIs for all streams
Focus on deliverables - less is more: focus on key deliverables only
Editorial team during Games for content and videos

39. MARTIN PIETERSEN’S BIOGRAPHY
Martin joined Atos in 2007 and has assumed a number of high visibility
positions starting with Global Olympic Marketing Manager, Beijing 2008,
Marketing & Communication Program Manager Benelux and presently
Brand Manager Global Communications.
His previous professional experience includes work for the Royal Dutch
Football Association (KNVB) and Heineken.He holds a degree in Sports &
Entertainment Marketing and obtained an MA cum laude in International
Business and Marketing Management from NIMBAS - Bradford Graduate
School of Management.
Martin's expertise includes business strategy, strategic marketing,
brand management, sponsor management and marketing research.

40. Want to know how Stein IAS can increase
your marketing performance?
Call today to organize a 2-hour lunch & learn
in your company: +33 (0)1 44 29 97 80

41. THANK YOU
SteinIAS.com | @SteinIAS | @SteinIAS_EMEA