Kenny MacIver @ POMP Forum 2016
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Transcript of Kenny MacIver @ POMP Forum 2016
How a content portal reaps global success
The challenge Fujitsu set for Seven
Kenny MacIver, Seven C3Editor of Fujitsu’s global digital platformI – Global Intelligence for the CIO
• 6th largest enterprise IT company• $40 billion in revenue (¥4.8 trn)• Classic Japanese long-view growth strategy• Set in motion a globalization strategy
The client – FujitsuNot a lot of people know this …
Not enough of THE RIGHT people know Fujitsu
Not oftenseen as
strategic ITsupplier
Rarelyviewed as
tech pioneer
Vying toestablish atruly global
brand
Not winningmindshare
amongenough CIOs
Onlynon-US
company in the top 10
The client
• Provide access to CIOs / CTOs / CDOs• Create visibility of brand among tech decision-makers globally
• Position Fujitsu as a strategic partner to tech leaders• Foster customer engagement for sales teams
The brief
• Create an industry-leading digital platform• Build a contributor team that knows (and is known by) the audience• Wow-factor: Interviews with the biggest names in management and tech• Cinematic-level video production values and SFX / A-list photographers / original artwork
• Activate with social engagement • Cultivate a network of readers as influencers• Monitor appeal of different content types• Adjust content mix to reflect audience interests
• Ensuring Fujitsu is (subtly) front of mind
The strategy
The quality of video contentincreases time
on page forI-CIO
Video interviews have resulted in
deeper customerengagement for
Fujitsu
Thought-leader interviews
Rich I-CIO mix
• The industry’s biggest names• Identify contributors with the greatest social reach
• Audience as distribution engine
Big Thinkers and CIO rockstars
Carlo Ratti Hermina Ibarra
• Flatter the audience by providing them with rich social content they want to redistribute• Break the 140-character barrier with text-rich images
… and go even further with animation (GIFS)
Rich social content
Grab attention with animation (GIFs)
Rich social content
Draw in the audience with video teaser
Tip: Use subtitles to enable audio-free watching on mobile
Rich social content
LinkedIn Xing
Rich social content
Top CIOs engaging with and retweeting I-CIO content
The ‘Who’s Who’of tweetingI-CIO webcontent
David Bray@fcc_cio
US FederalCommunications
CommissionCIO
Adam Khan@Khanoisseu
L’OréalHead of digital transformation
Monique Shivanandan@m_shivanandanm
AvivaGroup CIO
Kim Stevenson@Kimsstevenson
IntelCIO
Robert J Webb@robertjwebb
Etihad AviationGroup
CIO
Sascha Lobo @saschaloboSaschaLobo.comOwner (396,000 followers)
David Bray @fcc_cioFederal Communications CommissionCIO (107,000 followers)
Shelly Palmer @shellypalmerLandmark|ShellyPalmerManaging Director (89,200 followers)
RETWEETERS WITHBIG FOLLOWINGS:
Oliver Bussmann@obussmann
Level39, ex-CIO UBS,17,500 followers
The Results
76% increase in Twitterfollowers year on year
Average monthly users 2015 vs 2016 up 126% to 13,000 users pcm
Average monthlypageviews 2014 vs2015 up 64% to29,000 users pcm
The Results
“A must read” Anthony Watson, Nike’s CIO to his Twitter followers
Readers like it
“Love the website I-CIO. Great content and great set-up”Stefan Ott, global head of IT distribution, UBS Global Asset Management.
“Amazing richness of content” Niraj Jetly, CIO of NutriSavings
I-CIO has enabled Fujitsu to… • Open doors and deepen relationships with key accounts (UBS, Aviva, Heathrow, DHL…)
• Align the Fujitsu brand with top CIOs and show the company understands their challenges• Showcase Fujitsu expertise
The client payback
“Seven continues to innovate. The team gives me the confidence that the real, high-level objectives we’re setting for our digital publication are very carefully considered, understood and acted upon.”
“Seven’s ability to craft engaging content brings to life our business’s expertise and positioning.”Guy DanielsVP Brand & Marketing Communications, Global Marketing, Fujitsu
The client payback
Ultimate endorsement – www.I-CIO.jp – launching 1Q16
To sum up…
Thanks for listening