BtoB : Digital for Business - English Version

BtoB: Digital for business

How to use the power of digital to generate BtoB leads

1

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

1

2

3

4

5

6

SUMMARY

BtoB: Digital for Business

2

1. BtoB & Digital: friends or enemies?

3

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?

Different types of BtoB

BtoB

BtoBtoC

BtoBtoE

BtoAtoC

4


A priori to exceed!

BtoB ENTREPRISES

Digital media adresses general

public whereas mytargets are very

specific

Digital media does not allow me to measure

the effectiveness of the tools put in place

Social networks are tooentertainment oriented (and non-

professional)

5


Digital has completely changed!Fundamental changes require BtoB marketers to think differently

They are connectedand well informed

thanks to the Internet

They purchase in the same manner as in their personal lives

BtoB CLIENTS

They learn about the products on the web and social networks before

purchasing

6


Digital has completely changed!

BtoB CLIENTS

51%

Do not contact a supplier before establishing a list of

favourite retailers on the web

Follow discussion groups on social networks to find out more about a subject

Ask questions on social networks

54%

22%

1/3State that brand content on the web influences theirdecision

Source: BtoB Buyer behavior survey, 2013

7

Fundamental changes require BtoB marketers to think differently

http://www.demandgenreport.com/industry-topics/demand-generation-strategies/2456-2013-b2b-buyer-behavior-survey-buyers-happier-but-still-waiting-to-engage-with-sales.html


Digital has completely changed!Clients’ preferred sources to learn from

1. WEB RESEARCH 2. BRANDS’ SITES 3. COLLEAGUES 4. SOCIAL MEDIA

BtoB CLIENTS

Source: BtoB buyer behavior survey, 2013

8



Digital has completely changed!

Certain BtoB brandsdid not catch the early train!

9

Ensure visibilityfor specific

targets, internationally


Digital, the promise of differentiation and visibility

VISIBILITY LEADSSTORYTELLING

Establish a brand’s

storytelling

Stand out fromthe competition

DIFFERENTIATION

Welcome new clients

10


Becoming digital, yes, but with a real strategy!

11

2. Establishing your digital presence

12

#2 ESTABLISHING YOUR DIGITAL PRESENCE

The real difference with BtoC

COMPLEXITY OF

THE DECISION

MAKING PROCESS

EXPERT AND

SERIOUS TARGETSMULTIPLICITY OF

SPECIFIC TARGETS

The need to convinceand maintain a

relationshipthroughout

The need to provelegitimacy and

expertise

Extremely targetedcommunication to

appeal to differentprofiles depending on

the route of sale

13


Business oriented…but not only!

#2

Which BtoB discourse for digital?

SERVICES OFFERED

EXPERTISES INNOVATION

SOCIAL RESPONSIBILITY

TRUST

INTERNATIONALISATION

CUSTOMER FOCUS

PEOPLE

NEWSVALUES

DIALOGUE

BRAND HISTORY

Business Brand

+

14

ESTABLISHING YOUR DIGITAL PRESENCE#2

BtoB discourse VS customer expectations

THE 4 MOST COVERED TOPICS BY

BTOB BRANDS

THE 4 SUBJECTS WHICH BTOB CLIENTS WISH

TO HEAR ABOUT FROM BRANDS

1. Corporate social responsibility

2. Durable development

3. International coverage

4. Innovation

1. An open dialogue

2. Corporate social responsibility

3. High level expertise

4. Common values

Currently, the discourse of BtoB companies does not correspond to client expectations, according to a McKinsey study

Source: McKinsey, octobre 2013

15

ESTABLISHING YOUR DIGITAL PRESENCE#2

The problem of the BtoB BRAND

Transforming a BtoB company …

…into a BtoB BRAND?

16


INTERNET SITES BLOGS BRAND CONTENT SOCIAL NETWORK

PROFILES

Installing an « owned » presence

#217


Think strategically about your ecosystemor its redo

How to be digitally present? One entity = one site ? One target = one site ? Only one site for all the entities ?

How to improve my ecosystem with all the sites that have been created over time? Rediscover coherency within yourpresence

Thinking about your digital ecosystem

#2

Good questions to ask yourselves

18


Goodbye windows websites, hello inbound marketing

We are now in the era of content/inbound marketing: content to generate leadsToday, BtoB sites focus too much on product information, yet it is a platform that youmanage and own, which allows you to convey your values, expertise and most of all create a lasting bond with your targets.

#2

Source: http://bit.ly/1hstx0I

19

http://bit.ly/1hstx0I

3. Your internet sites

20

7GUIDELINES

TO FOLLOW

IMPORTANCE OF CONTENT

ERGONOMICS AND USER EXPERIENCE

AESTHETICS

REFERENCING

CALL TO ACTION

THINK INTERNATIONALLY

THINK MOBILITY

1

2

3

4

5

6

7

# 3 YOUR INTERNET SITES

The 7 guidelines to follow for an optimal site

21

IMPORTANCE OF CONTENT1


Why content? To animate the site, encourage to follow the brand, keep it up to date and pass on useful information


64%estimate that web content of a retailerhas a significant impact on theirpurchase decision

state that the best retailers are thosewho provide the biggest amount ofinformation throughout the route topurchase on different well orchestratedplatforms.


34%

22


# 3

1

Static content which tells the story of the brand and explains and promotes the products and services of the company.

Regular content (brand news, white paper, documentaries…) which allows to maintain a relationship, to make the brand live and promote a personalised relationship as opposed to one which is purely mercantile.

2 types of content:


YOUR INTERNET SITES

23

COMMERCIAL CONTENT

« COLD » CONTENTBRAND CONTENT

« HOT » CONTENT


1

Numerous tools adapted to different types of content



ARTICLES

REPORTS

INTERVIEWS

WHITE PAPERS

VIDEOS

INFOGRAPHICS…

24


# 3

1

Webzine and home automation - Somfy


YOUR INTERNET SITES

To position itself as a reference forhome automation, Somfy publishes itsonline magazine Home Intelligence &You, with an independent theme.The magazine is for professionals and early-adopters. It describes the trends and presentssolutions from the connected object market.

Somfy

25

http://www.hi-and-you.fr/


http://www.hi-and-you.fr/

# 3

1

Site of content – Solocal Group


YOUR INTERNET SITES

Le blog des idées locales is an initiativecreated by Solocal Group (previouslyPages Jaunes). Aimed at professionalsin need of solutions to develop theiractivity on a local level, it proposes aspace detailing the most originalinitiatives and is organised by typeof activity and type of operation.

Solocal

26

http://www.ideeslocales.fr/


http://www.ideeslocales.fr/

# 3

1

The content must be pushed to the reader in an attractive way: pictograms, graphics… Even serious content can be attractive.

prioritization of content


YOUR INTERNET SITES

On the Dropbox site, solution for datastorage in the cloud, drawn and strippedhighly detailed visuals accentuate themessage conveyed by the site: ease ofuse and simplicity.

Dropbox

27


1



Vanksen created explanatory videos forKneip’s products, displayed in a clear andattractive manner.In terms of results, we see an averageincrease of 27% in conversions on our callto action (request demo) on this clipcompared to other types of content.


Kneip

http://bit.ly/1iLp7k0

28


http://bit.ly/1iLp7k0

1



Vanksen created explanatory videos for the financial products of Fundsquare, an entityof the Bourse du Luxembourg.


Fundsquare

https://www.fundsquare.net/

29


https://www.fundsquare.net/

ERGONOMICS AND USER EXPERIENCE2

Attracting visitors to a site is one thing.Engaging them and succeeding to convertthem is another.

Ergonomics are extremely important so thatthe internet user finds what they are looking for injust a few clicks and wants to stay on the site.

I believe, that there are no major differences orspecific ergo tips for BtoB vs BtoC sites. All that isneeded is to adapt the message and the productplacement based on the targeted users.


CAROLINE BERTHONNEAU

Ergonomics expert - Vanksen

‘

’


30

2


YOUR INTERNET SITES# 331

Undertaking an ergonomic approachmeans to integrate the user at the « heart »

of the design process to work towards a useful and usable …

… and therefore more efficient websites.


2

Very early on in the process, the user-oriented ergonomic dimension is adecisive factor for the success of your projects.

« Investing » in ergonomics is…




…having a betterunderstanding of the expectations of your targetedusers.

…reducing costs by eliminating production errors.

…increasing customer satisfaction and improving the image of the brand to increase credibility and federalisation .

…in fine, increase conversion rates and optimise results: commerical leads &contacts, revenue, downloads and white paper, sign up for events…)

2

An iterative process in 3 key steps



ANALYSE

CONCEPTIONEVALUATION


1

23


Identify the needs of the end user, the context of use,

analyse the existing, definethe objectives of the site (of the

redo)

2


ANALYSE Ergonomic audit

ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES

Foyer –Client space



Organise content and definethe structure of information

2


DESIGN Method of card sorting

-

- - -

-



Define the structure of the interface

2


DESIGN Prototypage / wireframing

Arendt & MedernachSite Arendt Services



Confirm whether or not the design choices confront

reality…

…to your users.

2


EVALUATE User test

CNS – Site public

ERGONOMICS AND USER EXPERIENCE: CREATION & REDO OF SITES2



Know and define the profiles of users

Establish a hierachy represented by a strong presentation of the

different composing elements

Purify to the maximum, deleteanything unuseful, to give importance

to the key elements

Respect the conventions of navigation

Define the objects and work on the conversion by favouring the

A/B testing and Multivariate testing

Convince and reinforcecredibility/ trust: baseline/slogan, identity strong graphics, respect the

graphics…

In summary, either redo or creation, some ergonomic rules to remember:

38


2


Take into account the fact that the ergonomic dimension is beneficial when creating orredesigning a site but not only…

…this approach is equally a real asset in an opitcal conversationoptimisation by best exploiting your traffic to produce the best outcomes

Benefits : Improve engagement and reduce bounce rate Increase realisation>> the conversion rate>> sales

ERGONOMICS AND USER EXPERIENCE: OPTIMISATION DE LA CONVERSION

INTERNET USER PROSPECT CLIENT


2


Conversion optimisation

Analyse actual performances and behaviors of your visitors

ANALYSEHeatmap


Belambra ClubsBelambra TV


2



Make models based on the assumptions defined in the

first step

DESIGNWireframe A Wireframe B

A B


Belambra ClubsBelambra TV


2



Compare variations with your visitors to determine

THE best performing version.

EVALUATE

A BVS.

A/B Testing


2



In summary, to optimise conversion, here are the ergonomic rules to remember:

43


Position key elements « abovethe fold »

Concisely describe yourservice/product

Reaffirm your positioningthrough media

Use short, clear and engaging titles

Remove navigation elementsthat are harmful to the

performance of the page

Limit the number of fieldsto fill in on forms

Promote trusted elements: testimonials, references,

certificates…

Test, test, test…

2


Vanksen worked with Investisfor ArcelorMittal in terms ofergonomics and design to highlightthe main content of the differententities of the Group. Simplify andreconstruct the integrated interfaceof the navigation systems andimprove the user experience.

Project: ArcelorMittal


Source: http://corporate.arcelormittal.com

44


http://corporate.arcelormittal.com/

2


Project: LetzBio


45

LetzBio aims to highlightLuxembourg’s qualities in terms ofLife Sciences.Vanksen has taken ergonomic stepsto respond to the objectives of the sitewhich is to attract three maintargets: researchers, industries andinvestors. In terms of its structure,the site has been designed to respondand adapt to these end users.

Source: http://www.letzbio.lu/


http://www.letzbio.lu/

2


Vanksen worked for the law firmArendt & Medernach in terms ofergonomics and navigation to highlightthe main content of the company. Theagency equally advised the firmergonomically for the ArendtServicessite.Sources: http://www.arendt.com/http://www.arendtservices.com/

Project: Arendt & Medernach


46


http://www.arendt.com/

http://www.arendtservices.com/

2


Vanksen was in charge of theredo of the Foyer site. The objectivewas to develop a relevant userexperience by working on optimisingthe organisation of the content andtheir presentation to offer a differentexperience per profile and thereforepersonalise the information and allowfor a navigation that is adapted topoints of view and needs.Source: http://www.foyer.lu

Project: Foyer Assurances


47


http://www.foyer.lu/

AESTHETICS / WEBDESIGN 3

The aesthetics of your sites are primordial, numerous points need to be taken intoaccount:

Coherency: between your platforms, coherencywith your image, positioning

Readbility: a webdesign that favours the readbility of content

Modernity: build on current trends for a visuallyattractive site that is in keeping with the times.



48

AESTEHTICS / WEBDESIGN 3


Consult our« The 10 trends in

webdesign for 2014 » presentationon slideshare


49

+ 110 K VIEWS

http://fr.slideshare.net/Vanksen/les-10-tendances-webdesign-de-2014-by-vanksen

AESTEHTICS / WEBDESIGN 3


General Electric site in 2007 General Electric site in 2014


Source: http://www.ge.com/fr/

50

http://www.ge.com/fr/

REFERENCING4



searches on Google every day!

3.5 BILLION

51

REFERENCING4



Search engines still often remain the main entrypoint to your sites.

It is essential to position your brand on key wordstyped in by your prospects at all stages of thebuying process to maximise the conversion rate ofyour SEO traffic.

Your site should therefore be optimised interms of referencing to gain the trust of yourprospects with regards to your company andits products/ services.

Please consult section 6 to discover the 7 key points to SEO.

Garde corps aluminium

52

CALL TO ACTION5

The site is primarily a means to encourage customersand prospects to get in touch with the company

The site must therefore include various call to actions:

• Download the presentation, • Contact us, • Follow us on social networks, • Participate, • Give us your feedback, • Online chat…

Highlight the relevent contacts for each entity/ service.



53

CALL TO ACTION5


Free trial - Dropbox

Incentive to get in touchABD Team

Request a demo - Qubit


Online chat - Cisco

54

THINK INTERNATIONAL6

As a general rule, if you target visitors who speak a number of languages, it is in your best interests to create a multilingual site.

A visitor who accesses Google and launches a search in their language expects to find localised search results. Localise the content, make it prominent in the search results.



55

THINK MOBILE7

Today, more and more people connect to theInternet on a mobile device thanks tosmartphones, tablets and even‘phablets’ (smartphones with largescreens, between a smartphone and atablet).

Globally, there are more mobile users thaninternet users.



56


THINK MOBILE7

The growth of tablets is 4 times higher than that ofsmartphones at their launch.

4TIMES FASTER


Source: Médiamétrie

57


THINK MOBILE7

The need to adapt to different resolutions and screen sizes in terms of:

DESIGN NAVIGATION CONTENTDEVELOPMENT

Adapting to a smallerscreen can be a major constraint in terms of

creation for mobile for example.

Adapting to all the terminals requires lots of

optimisation in web development

The touch and the size of mobile and tabletscreens requires

thinking about the ergonomics differently

Users in mobility wantcontent that is accessible as quickly and simply as

possible withoutdisruptions that disturb

their reading


58


THINK MOBILE7

Responsive Design is a solution to this problem of adaptability to differenttypes of screens:


59

http://www.travisperkinsplc.co.uk/

4. Generate leads through social networks

60

Social media for BtoB

#4 GENERATING BTOB LEADS WITH SOCIAL NETWORKS

Simply type the name of your companyinto Google.

You will see the social media exchanges thatconcern you, the internet users, professionalsand consumers of your company.

Not being present means not participating in the digital conversations about your brand.

Be present!With the right strategy!

61

Social media embedded in the decision making for BtoB

BtoB CLIENTS

72%

Affirm that social media playa role in their research

Declare to connect directly to retailers via social networks

Search discussions on social networks to learn more about

what interests them

22%

57%

22% Ask internet users for recommendations on social networks



According to BtoB clients

62


Research paths taken by internet users


Create a benchmark for the solutions

corresponding to theirneeds

Learn about the companies able to

provide an adequatesolution

Expose the notorietyand values of the

company to reassuredecision makers

BTOB CLIENTS’

NEEDS

Provide advice and guides based on the

problems and needs of companies

Highlight the know-how of the company

and the solutions supplied to internet

users

COMPANIES’

RESPONSES ON

SOCIAL MEDIA

Seek advice about theirneeds and problems

63

1 2 3

Blogs and LinkedIn have the greatest impact on BtoB clients

BLOGS

BtoB CLIENTS

46%

LINKEDIN

41%Estimate that blogs have the

greatest impact in theirsearch process

Estimate that LinkedIn has the greatest impact


Source: BtoB buyer behavior survey, 2013


64


Blogs, LinkedIn and Twitter are a priority



65

Blogs, LinkedIn and Twitter are a priority


BtoB MARKETERS

And for marketers ? What is the purpose of social networks?

Which are the most effective according to them?

66

BtoB marketers and social media


84%BtoB marketers use

social media in theirmarketing strategies

Firstly, they use

But which social media is mosteffective in acquiring clients?

Source: http://bit.ly/1f3BwAX

BtoB MARKETERS

According to BtoB marketers

90%

43%

Facebook

LinkedIn

67

http://bit.ly/1f3BwAX

LinkedIn, 3 times more efficient than Facebook and Twitter!


77%

43%

40%

LinkedIn Facebook Twitter Source: http://bit.ly/1f3BwAX

According to BtoB marketers

68

http://bit.ly/1f3BwAX

Panorama of the main social media for BtoB


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

69

Panorama of the main social media for BtoB


BRAND IMAGE

BTOB

SPECIALISATION

REFERENCING

LIVE

FACEBOOK

TWITTER

GOOGLE+

LINKEDINSLIDESHARE

WORDPRESS TUMBLR

YOUTUBEFLICKR

CONTENT HOSTING

70

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

1

2

3

4

5

The 5 guidelines to follow for a BtoB social media strategy


71



Have a presence yes, but be truly present!

Many are on social networks with inactive accounts = counter productive

Be active to generate engagement: establish an editorial plan to assure regular publications.

Benefit from the power of social media!

HAVE A PRESENCE AND BE PRESENT1

72



INFORM BUT ABOVE ALL COMMUNICATE2

Social works because relationships are between people

And not businesses.

73




B to B

P to P

74




The Manutan slogan is « All you need. Withlove », with the aim of portraying that a BtoBbrand can combine rationality (all you need)and emotions (with love). Even in the context ofa BtoB brand on a Distance Selling network,you must speak to the human, « people topeople », to create a real relationship.

‘’

MARTIN SAUER

Marketing Director - Manutan

Source: http://www.le-fil.fr/marqueB2B/

75

http://www.le-fil.fr/marqueB2B/



Be present on social networks to give access to content with high added-value.

Content, yes, but virable content.Many companies create content on their site (video, image..) that is not easily shareable. If you publish a video, think Youtube, Vimeo… An image: Flickr, Pinterest… A presentation: Slideshare etc.

ESTABLISH A CONTENT STRATEGY3

76



Content never dies if it is relayed on otherplatforms (Slideshare, blogs, sites, photo platforms, forums…)


« Leave your digital print »

77




White paper, ebooks, reports, blog articles, tweets,

publications, podcasts, webseries…

Case studies, testimonies, interviews, demonstrations

products, webinar, press release

Free trials, online chat, CS, forum, training, advice,

pedagogy, expert contacts, accompanying

GENERAL PUBLIC TARGET

QUALIFIED PROSPECTS

HOT PROSPECTS

Improve its visibility by encouraging to share

Convince by demonstrating their

expertise, provide evidenceand remove obstacles

Validate their final decision

To relay on therelevant social

platforms

78

NEEDS SUPPORTSTARGET



Xerox: Creation of the « Get Optimistic » campaign to connect to a netowrkof 30 big accounts.


Who? Xerox, manufacturer of photocopiers and printers

What content? Creation of a magazine in partnership with Forbes « Chief Optimist » 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

79

https://itunes.apple.com/us/app/chief-optimist-magazine/id573608089?mt=8

https://itunes.apple.com/us/app/chief-optimist-magazine/id573608089?mt=8

http://bit.ly/1iy6FcD



Crowe Horwath: Generate a multitude of content to reach financialinstitutions.


Who? Crowe Horwath, a company specialising in financial services.

What content? 48 types of content based on 4 themes and diffused on 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

http://bit.ly/1iy6FcD



Sungard: Make Sungard Cloud well known thanks to a zombie themedcampaign


Who? Sungard, a global provider of integrated IT solutions for financial institutions

What content? 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

http://www.thecloudinfographic.com/2012/11/15/how-moving-to-the-cloud-is-similar-to-surviving-a-zombie-attack.html

http://www.thecloudinfographic.com/2012/11/15/how-moving-to-the-cloud-is-similar-to-surviving-a-zombie-attack.html

http://bit.ly/1gBZkpb



Fast Company – Infographic


Who? Fast Company is an American business magazine that also focusses on tech innovations.

What content? Daily publishing of an infographicon all subjects related to the editorial line of the magazine.

What results? The rapid implementation of various models of information as “features” federalised a large user base.

82

Source: http://bit.ly/T1gTek

http://bit.ly/T1gTek



General Electric – #6SECONDSCIENCE FAIR


Who? General Electric is a multinational American-Canadian company specialising in energy and new technology.

What content? Campaign created on Vine and relayed on the Tumblr and Twitter pages of the brand. It invited usersto create a Vine related to science.

What results? General Electric obtained important press coverage. The campaign was multichanneled and touched a large audience. The UGC has allowed to expand the Tumblr of the brand with more modern content.

83





Cisco - Storytelling


Who? Cisco is an American company which sells network equipment and servers.

What content? 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





Establishing a content strategy means having to think about the prioritization and distribution of all content.


Some companies with a lotof content have createdNewsrooms which allow forall news to be classiffied withkey words for betterreadability and make iteasier for content to beshared.

Cisco Scania

Source: http://newsroom.cisco.com/ Source: http://newsroom.scania.com/en-group/

85

http://newsroom.cisco.com/

http://newsroom.scania.com/en-group/



Make it known that you are present on social networks!On all platforms, create links to where you are present on social media and relay content!

BECOME WELL KNOWN AND RELAY CONTENT4

Source: http://www.ge.com/fr/

86

http://www.ge.com/fr/



ESTABLISH AN INTERNAL PROCESS5

Your employees are your bestambassadors!Define the « Social Media Champions » incharge of creating and relaying content andevangelising the internal are keys tosuccess for a mastered and qualitative presence.

« Define your Social Media Champions »

87




Indium convinced 18 company engineers tocreate content which was grouped on the« Indium Engineer Blogs » platform.

Each author has a bio and useful contactinformation.

Indium

Source: http://blogs.indium.com/

88

http://blogs.indium.com/




Cisco uses a number of blogswritten by internal experts andspecialised external journalists.Different blogs for different themes, foreach country.

Cisco

Source: http://blogs.cisco.com/

89

http://blogs.cisco.com/




The B2C CM manages customer services, games, hooksand fun on social media.

For B2B, the CM diffuses more expert and seriouscontent and must therefore master the universe ofthe company (products, expertises, sector news, internalfunctions…) to equally create content, bring a 1st levelresponse, qualify clients and redirect to the appropriateexperts.

BtoB Community Manager, different to BtoC

90

The CME Group case


CME Group, the world's most diverse financial marketplace, is a pioneer in termsof social media strategy, we took a look at their strategy.

Each support has a well defined use to relaythe content of the company to its targets.

The CME Group site

http://www.cmegroup.com/

91


The CME Group case


News about the industry and the Group

Numerous analyses and case studies

The header relays the mostimportant content of the moment

The CME Group site


92


The CME Group case


Content focusing on industry news, the Group’s domains of expertise, the CME collaborators and currentissues.

Slideshare: host of content

Relayed to all social platforms of the Group

Blog OpenMarkets

Concentration of content created by the Group

http://openmarkets.cmegroup.com/

93

http://openmarkets.cmegroup.com/

The CME Group case


Link to the blog and events organisedby the Group

A presence focusing on content and open dialogue

They joined the platform in 2004 and now have 24 900 fans on the Facebook Page

Facebook

https://www.facebook.com/CMEGroup

94

https://www.facebook.com/CMEGroup

The CME Group case


A very strong regularity and amount of tweets published

A record audience: 757 000 followers on Twitter!

Twitter

A presence focused on relaying live information and open dialogue

https://twitter.com/CMEGroup

95

https://twitter.com/CMEGroup

The CME Group case


Specialised pages are showcased

A presence focused on the content and discussion of the Group

21 115 followers on LinkedIn!

Linkedin

https://www.linkedin.com/company/5499

96

https://www.linkedin.com/company/5499

The CME Group case


1 643 followers

Google+ useful for referencing, Pinterest for portraying values and content

1 276 followers

Google+, Pinterest

https://plus.google.com/+cmegroup

http://www.pinterest.com/cmegroup/

97

https://plus.google.com/+cmegroup

http://www.pinterest.com/cmegroup/

The CME Group case


A platform specialising in financial information

Stocktwits

http://stocktwits.com/symbol/CME

98

http://stocktwits.com/symbol/CME

The CME Group case


A platform dedicated to bookmarking according to interests

StumbleUpon

StumbleUpon is a free system of recommendation allowing to discover web pages in functionwith your interests, navigation habits and comments of otherusers.

https://www.stumbleupon.com/

99

https://www.stumbleupon.com/

The CME Group case


Weibo to address the Chinese market

Weibo

Sina Weibo is also known as the « Chinese Twitter » and currently has more than 50 million users.

http://weibo.com/cmegroup

100

http://weibo.com/cmegroup

The CME Group case


The key points of their social media strategy confirm our recommendations

Social networks are constantly changing and evolvingeveryday!

Content management is extremely important: arm yourself with a quality editorial team!

A team of experts… but restricted! To reassure speech from one coherent voice.

Determine the content in function with the needs of the company, clients and also the news.

Do not just talk about yourself !

Social networks and content management concernsthe whole company!

Look out for new niche social networks which couldpresent an opportunity for your market.

ALLAN SCHOENBERG

Executive Director Corporation Communications - CME Group

Source: http://bit.ly/1ntZULo

101

http://bit.ly/1ntZULo

5. The importance of E-reputation

102

Social networks & earned media

#5 "EARNED MEDIA" AND THE IMPORTANCE OF E-REPUTATION

Earned media is all content accessible onthe web generated by internet users about agiven subject. It is therefore free but notcontrolled visibility for your brand.These conversations influence your E-reputation and impact buying behaviour,hence the need for monitoring.

ROLAND CREPEAU

Expert in E-reputation - Vanksen

‘’

103

Managing your e-reputation…


104

…is constantly monitoring the content created by internet users about a brand or its products in order to be

able to react accordingly.

What to monitor?


105

Internet users’ mentions about your brand

How to turn this into intelligent data?


106

TYPE OF SUPPORT ? BLOG, INFO. TWITTER, ETC.

POLARITYPOSITIVE, NEGATIVE, NEUTRAL, MIXED

THEMEPRICE, COMMUNICATION, DISTRIBUTION, ETC.

STAKEHOLDERFOR THE COMPANY?

VISIBILITY

INFLUENCE

EACH MENTION REQUIRES AN ANALYSIS

Mentions of yourbrand by users

By enriching the information:

The 4 main e-business reputation applications


Information summarized by human labour

LISTEN

Listen to the conversations about

your brand on the web in order to fullyunderstand how it isperceived by internet

users.

MONITOR

Survey weaksignals but also the

economicecosystem and

your competitors

IDENTIFY

Identify yourinfluencers in order

to implementcontact strategies

REACT

React if necessaryand be reactive.

Identify BtoB leads

107

The management of your e-reputation


Listen

Listen to the conversations about yourbrand on the web in orderto fully understand how it

is perceived by internet users

108

Activatabledeliverables

MONITORINGDASHBOARD

DAILY NESWSLETTER

65 K CITATIONS

Du 1er janvierau 31 mai 2014

INDICE

E-RÉPUTATION

27/100

6%POSITIF

21%NÉGATIF

73%NEUTRE

SUMMARY DASHBOARD/ ALSTOM

6% Facebook 27% Sites d'actualités

3% Forums

58% Twitter3% Blogs

‘‘ ‘‘Alstom: l'Etat signe un décret de « patriotisme économique »

@LeMonde le 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 example Alstom…

https://twitter.com/HeleneWorldWine/status/300978604081299456/photo/1

https://twitter.com/HeleneWorldWine/status/300978604081299456/photo/1



Monitor the weak signalsbut also the economicecosystem and your

competitors

Monitor

110

RISK CASE

GENERAL ELECTRIC SIEMENS

Conversations about Alstom

Conversations About Alstom’s competitors



111

Monitor

French news,risk case:

How a repurchaseannouncement triggered the

biggest communicaton plan for the company in over 10 years



React if necessary, bereactive and identifypotential BtoB 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: classic scenario of bad buzz


Crisis Twitter

Online news sites

Huff Post

Rue89

20min.Fr

SharePublic Social Media

Twitter

Facebook

SharePrivate spheres

E-mails

Editorial

Figaro

Blogs D’opinion

Search Engines

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

Reaction deadline

113

Focus: classic scenario of bad buzz


Time

Ephemeral

visibility

Visibility on search

engines

Weak signal

Initial bad buzz

« second shock »

Media recovery

114



Identify yourinfluencers to

establish contact 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


116

Behind the B of BtoB there are individuals with identical BtoC behaviour, themonitoring of e-reputation is essential to optimising the time of purchasedecision.

The tools allow us to monitor and react to theses subjects with theaim of controlling the global reputation (on and off line).

6. Maximise your digital exposure

117

The importance of SEO to maximise your visibility

#6 MAXIMISE YOUR DIGITAL EXPOSURE

Your site must be optimised for search engines, whilst taking into accountyour digital ecosystem (notably your social media presence) in order to bevisible ahead of competitors in internet users’ search requests.

SEO OPTIMISATION VISIBILITY LEADS

118

#6# 3 YOUR INTERNET SITES

The best SEO practices are globally the samefor BtoB and BtoC.But certain specifications linked to the BtoBsector (duration of the purchase cycle,multiplicity of actors performing research andthe researched terms ) require developingappropriate strategies adapted to thissector.In SEO, « content is king » and it isincreasingly true for BtoB, both to attract thevisitor from search engines and to install therequired trust that leads to a purchase.

PIERRE WILTZ

Expert in traffic acquisition -Vanksen

‘

’

MAXIMISE YOUR DIGITAL EXPOSURE

The best SEO practices for BtoB


119

7KEY 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

7

120



OPTIMISE THE HOST1

Before thinking « content », optimise the shell!

Back office

Design or develop your CMS to ensure good management and good optimisation of your content.

A key word: « administrability »

121



OPTIMISE THE HOST 1

Before thinking « content », optimise the shell!

Front OfficeGuarantee access (crawl) and comprehension(indexation) of your content for search engines:

Logically structure your site

Use SEO Friendly technology (be careful withJavascript)

Implement SEO standards (sitemap.xml, robots.txt)

Help search engines to understand your content (micro-data markup), etc…

122



EFFECTIVELY ADDRESS YOUR DIFFERENT MARKETS2

What are the good practices for a multilingual site?

Choice of domain name Generic extension (.com): allows you to capitalise on a single domain, to position yourself on an international market (google.com)

Local extensions (ccTLD): positions you on a local market and favours yourposition in your Google.country

Redirecting internet users

Be careful not to redirect internet users in function with their provenance (IP) as you run the risk sending search engines to a single version of the site…

Choose a default version and manage the redirections through the use of cookies.

123





Redirection of search engines

Rewrite your URLs in the language of the internet users by adopting the following URL pathwww.mysite.com/[Language]/mapage

124





Content adapted to each market?

The ideal is to adapt your content in function with the targetmarket, either by translating (if a different language), or by adapting it.Often, it can be difficult to adapt your content (eg: same productssold in Belgium and France), in this case use tags rel=alternatehref language to make it comprehensible for search engines.

125

Complex key word strategies

There are numerous variables for the same need, often linked tothe complexity of the researched solution

One speaker, many requests…

Research terms evolve in function with advancing the prospect inthe purchase cycle:

Firstly I search: are there solutions to my problem?

Then: what is the most suitable solution?

Then:what are the specifics of the best solution?

And finally: what are the best services to provide a solution?



3 CHOOSE YOUR KEY WORDS WITH CARE

126

One prospect, many stakeholders…

The searches are not carried out by one individual like with BtoC butby different stakeholders all of whom do not have the sameapproach in the construction of their request.



3 CHOOSE YOUR KEY WORDS WITH CARE

127

To define:

A SEO Friendly structure

Creation of supplementary landing pages to answer to different requests

Subjects to strengthen your Brand Content strategy.

1 Establish a 1st list of key words

Search for declinations Select your priority key words (potentialx competition x relevance)

32



CHOOSE YOUR KEY WORDS WITH CARE3

128



STRENGTHEN YOUR BRAND CONTENT STRATEGY4

Content is king!

Regularly publish, fresh, original and… interesting content !

The SEO could help you:

Identify the needs of your target: through the analysis of search trends

Identify the themes upon which your company is insufficientlyvisible

Suggest topics for your editors to talk about

Support editors to guarantee maximum SEO effectiveness

129

A reminder of the specifics for writing on the web

- 60 seconds: the average time spent on a webpage

- 79% of internet users read diagonally

- 16% of internet users read word for word

- A page is « scanned » by the internet after having used « F »

Train editors to be SEO Friendly

- Multiplication of key word occurrences are prioritised

- Use of the top of the web page

- Use in titles

- Passages in bold, italic

- Internal links to be anticipated



4 STRENGTHEN YOUR BRAND CONTENT STRATEGY

130

http://www.useit.com/eyetracking

http://www.useit.com/eyetracking



OPTIMISE YOUR WEB PAGES5

Optimise your web pages

URL

META Title

META Description

Images: naming, Alt

Hn Titles (H1, H2, H3, H4, … )

Occurrences of priority key words

Formatting: passage in bold, italic

Insertion of internal links

131



THINK SOCIAL MEDIA OPTIMISATION6

Open social spaces for the brand

The social signals are taken into account by engines' algorithms: number of fans, number of followers, number of shares, …

The opening and animating of these brand spaces helps to build the trust of search engines for your site.

Link to social spaces from your site and add the specific tags (META Fb admin)

132




Encourage the sharing from your site on social networks

• Implement share buttons on the important pages

• Control the infomation shared on social networks (Open Graph, Twitter card) and generate rich insights

Twitter Cards

133




Google Plus and Authorship

Use author profiles on Google Plus to claim Google Authorship

It is an authority score attributed to the contributors in function with their expertise

This implementation improves visibility in the 1st page of Google results (quantitatively and qualitatively) and capture more traffic

Google AutHorship

134



DIFFUSE YOUR CONTENT7

Do not keep all your content to yourself!

A good SEO practice is to equally diffuse your expert content on external supports.

« Offer » your expert content to another affiliated digital support to multiply the trends of your brand nameon the web and glean precious links to improve yourSEO.

In exchange, equally open your supports to external editors to practice guest blogging

135

ContextConstellium wished to develop their visbility in search engines

The Constellium case in SEO by Vanksen


Means strategy

Technical audit of the site and structural and technicaloptimisation of the site

Semantic analysis of user searches and selection of key words to be addressed

Semantic optimisation of 150 pages of content

Link Building strategy SEO skills transfer

136

ResultsVisbility in Google FR:+ 110% of visibility on the 1st page in 3 months+133% of visibility in 1 yearTrafic SEO :+29% of SEO visits in the period2013 / 2014Linking :More than 100 links created on affiliated sitesIntegration of the SEO problematicin press relations of the Constellium

Paid media to generate leads


In the case of generating BtoB leads, paid media offers the samesolutions as with BtoC:

ADWORDS

Purchase the mostrelevant key words in

order to generatequalified traffic

susceptible to generatingconversations about yoursite (eg: forms) then sales

DISPLAY

Reach your target in Display via campaigns

on affiliated sites or RTB campaigns allowing youto address your different

targets during theirnavigation

SOCIAL MEDIA

Use the great targetingpossibilities offered by

social media professionalsor the general public to reach your targets on

social networks

EMAIL

Recruit new prospects via the location of the

external data base qualified on your

different BtoB targetsand send optimisation

emails

137

Paid media to generate leads


This type of campaign seems to be insufficient to accompany your prospects throughout the decision making process and can be completed by Paid Media

tools with the aim of adding value to your brand content!

138

Paid Media is the perfect complement to your Brand Content strategyin the context of gaining the trust of your prospects.

Paid media to add value to brand content


ADWORDS

Add value to each of yourpublications through the purchase of key words

that link directly to treated subjects. You willdraw in interested users

with your content… susceptible to becoming

prospects/clients.

VIDEO

Diffuse your videos via display or in-stream

campaigns allowing youto maximise the exposure

of attractive content to increase reassurance…

and see recruitment.

SOCIAL MEDIA

Maximise the exposure of your speech on social

networks through the use of specific ad formats

(promoted post, sponsoredtweets, in mail LinkedIn,

etc…) to reach yourcurrent and future

prospects.

EMAIL

Diffuse your expert content via

newsletters to yourprospects but also via

targeted email campaigns allowing

you to encourage interest and to recruit

from the opt-in.

139

Tracking your digital campaigns

What type of campaign?

What message? What ad format?

What is the target?

Tracking the conversion of your site… Volume: visits, uniques visitors, etc…

Consumption of content: rebound rate, page views per visit, average time spent on the site, revisit rate, etc…

Conversions: clicks on call to actions, sending of the contact form, monitoring of the conversion tunnel, etc…

Track the conversions… to control the activation


The tracking and analysis of conversions is just as important as with BtoC… but more difficult to implement.

140

… until the final sale!

It is important to integrate the offline conversions in order to evaluatethe performance of digital campaigns in a precise way and in the long term.

Tracking conversions… to control the activation


141

The Constellium case in Paid Media by Vanksen


Means strategy

- Google Analytics Tracking ofcontact forms in order to havestatistics in Google Analytics- Implementation of a Google

Adwords campaign: selection ofkey words, segmentation by marketand themes, writing ads, monitoring& optimisation in real time infunction with the results.

ContextConstellium wished to launch an international leads recruitment campaign to generate thesending of contact forms from the website

142

ResultsCost per visit: 1,40€Average time spent on the site: between 30 sec and 2 mn 30 secRate of new visits: 88%Pages viewed per visit: 1,94Conversion rate: 1,3%Cost of the form: 107,85€

Specifications of BtoB media activation


B2B projects are particularly demanding as theyrequire a good understanding of the clients’activities (often very complex) and a sharpnessin the selection of key words and advertisingspace, for results which can often prove to bedeceptive in terms of volume vs B2C, but inreality are interesting (a visit from anacquisition campaign can generate a saleof more than hundreds of thousands ofeuros).PIERRE WILTZ

Expert in traffic acquisition -Vanksen

‘

’

143

Conclusion

In 3 points, a winning digital strategy for BtoB:

Quality brand content: draw the attentionof prospects thanks to expert content thatresponds to their needs.

Content management & diffusion:establish a diffusion and promotion strategyto maximise the visibility of the createdcontent

Business to Business VS People toPeople: adopt a People to People discourseon the digital sphere based on exchange anddialogue.

XAVIER LESUEUR

CEO & Founder - Vansken

‘

’

3 key points to remember

145

Thank you for your attentionDo not hesitiate to get in touch

Benelux

Jérémy Coxet

[email protected]

+352 48 90 90

France

Xavier Lesueur

[email protected]

+331 55 33 89 00

Suisse

David Pihen

[email protected]

+41 22 306 49 90

Contact us:

vanksen.fr

twitter.com/vanksen

facebook.com/vanksen

pinterest.com/vanksen

Solange DerreyResponsible for communication and digital studies [email protected] +33 1 55 33 89 17

Study written by:

146

Roland CrepeauE-reputation Product [email protected]+33 1 55 33 89 26

Pierre WiltzProject [email protected]+33 1 55 33 17 24

Caroline BerthonneauProject [email protected]+352 48 90 90 126

mailto:[email protected]



http://www.vanksen.fr/

http://www.twitter.com/vanksen

http://www.facebook.com/vanksen

http://www.pinterest.com/vanksen/




Vanksen

Our vision

Vanksen is an independant and international native digital communiation agency.

Vanksen believes in a model agency of intelligent, creative and integrated communication which detects for itsclients the opportunities of tomorrow to ensure a return on their investment.

Vanksen is a« Creative & Digital Business »

147

7 trades that are the fabric of Vanksen’s expertise

Overview of the different services of the agency

ADVICE CREATION

Brand and communication

strategy

Means strategy

Visibilitystrategy

Media strategy

Monitoring of the competitive

market

Training and coaching

Online communication (site internet, social media, blog, video…)

Audiovisualcommunication

Printcommunication (identity chart, press, display,

brochure…)

Events

Digital (website, animation, viral

and social media modules,

online ads, hosting)

Print

Audiovisual

Events

Brand audit

E-reputationmonitoring

Crisismanagement

Analysis of the competitiveenvironment

E-reputationconsulting strategy

Definition and management of

a media plan

Search enginemarketing (SEO,

SEA and SEM)

Non-media operations (RP,

guérilla…)

Definition of KPIs and impact measurement

Creation and animation of

spaces on social networks

Communityrecruitment

Communitymanagement

Specialoperations

Branding on the internet (portfolio of domain names,

brand monitoring…)

Benchmark

Monitoring and analysis

(definition of KPIs, analytics

strategy…)

PRODUCTION MEDIA E-REPBRAND

MONITORINGE-CRM

Vanksen

148