The document discusses Fujitsu's digital influencer marketing concept. It aims to engage influencers like bloggers and celebrities to help reach B2B customers during their purchase decision process. The concept involves identifying influencers, providing them with content to review and share, and using a gamification approach and hub website to encourage ongoing engagement. Example metrics provided show the program's success in significantly increasing reach and engagement online.

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

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Fujitsu ?

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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)

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

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

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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

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The Concept

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

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Digital Influencer concept - Projects
Digital Influencer Relation
Projects
Projects
Projects

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

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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

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The hub: Master Your Business

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The mechanics
Gamification approach to keep bloggers engaged
Badges: awards for bloggers

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The mechanics
Gamification approach to keep bloggers engaged
Extended ranking system:

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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.

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Example

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Positiv !
Example:

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Some Project Results

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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

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Digital Influencer Relations
Digital Influencer Relation
Projects
Projects
Projects

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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
…..

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Invitation to events
Fujitsu Forum Munich
Fujitsu Forum Tokyo
Cebit Hannover
Local events in the countries

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Stay in touch during the projects
Factory Tour
Expert talks
Test devices

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Thank you! Questions?
@daniel__klaus