Best use of social media 17 CATEGORY 9:


WINNER:Fujitsu AGENCY:CREATIVE DIRECTION CONSULTANTS CAMPAIGN:‘INFRASTRUCTURE AS A SERVICE’


ujitsu UK & Ireland offers IT services, systems and products from data centres and outsourced IT services, to strategic IT consulting. Fujitsu had a marked competitive advantage in the marketplace for enterprise class cloud computing services. This new technology was a major IT trend and was attracting lots of media coverage. Fujitsu was the first provider in the UK to offer the service for live business systems. In order to harness this first mover advantage, a campaign was launched in November 2009, which consisted largely of direct comms to a target database. The most recent aspect of the campaign was a more broad-reaching social media campaign. It aimed to provide the target community with relevant content and Fujitsu materials on cloud computing services, and gather market intelligence in order to develop a more customer centric market proposition for the Fujitsu service. Market research revealed that Fujitsu’s target audience frequented the CIO UK website in large numbers. In order to identify those individuals with a specific interest in cloud computing, a Fujitsu cloud computing information zone was created within the CIO website. This zone was then publicised through co-branded web banners driving traffic directly to it. In addition, a polling unit was developed to encourage debate on cloud computing and drive traffic


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to the partner zone. The responses from the polling unit were used to refine the marketing proposition for future communications.


The partner zone acted as a content


repository for Fujitsu. This sat alongside third-party content from the members of the International Data Group (IDG) media network. This collaborative content publishing enabled Fujitsu to cut through the noise with added credibility. Integrating a Twitter account


(Cloud_Zone) also allowed peers to actively contribute to the content being discussed, and share their views and opinions. Fujitsu’s ownership of the account allowed for continual communication to take place with individuals who might otherwise have been fleeting visitors to the zone.


RUNNER UP:Opta CAMPAIGN:‘OPTA TWITTER’


pta are a leading supplier of sports information. Formed in 1996, it is based in London, Leeds, Milan, Munich and Madrid, and employ 100 full- time staff and 250 part-time analysts. The organisation collects data from sports matches and databases, and then packages and supplies the information to B2B clients. These include the media (print and digital) to educate commentary and power broadcast graphics; betting companies to populate their websites and settle bets; brands and sponsors to help leverage high- profile sponsorship deals, and sports clubs to help recruit players from across Europe. The main objectives of Opta’s social media strategy were to discover influencers within its target companies and the wider media, and strengthen its position as the authority on sports stats. It also aimed to deliver highly


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relevant, engaging and viral content to demonstrate itself as a multi-sport, multi- language provider of top quality sports insights. The ‘Opta Twitter’ campaign targeted influencers within the sports industry, as well as sports fans. To ensure that it segmented its audiences appropriately, it set up several Twitter accounts across multiple sports and languages.


So that its tweeting style was consistent, it implemented a standard style that took the following form: number – fact – summary word. For example: ‘23 – Pele committed more fouls (23) than any other player at the 1970 World Cup – Hack’. This tweeting style became a key feature of the popularity of the Opta Twitter feeds. This campaign was implemented in June 2009 and is ongoing, with a six-monthly


review process. The nature of any social media campaign is that the resources allocated come mainly from time and energy needed to be dedicated enough to make it work. Results saw strengthened brand awareness among sports fans and increased interaction with key media influencers.


Director of marketing at Opta, Simon Banoub, said, “Twitter has enabled us to connect with end users of our data in a way that hasn't been possible before, as well as strengthening our brand across all of our target markets.”


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


A community manager was responsible for seeding content into conversations and responding to tweets. The


interactive poll units were used to create content and the results were


regularly publicised to the growing community.


Reviewing followers’ biographies allowed Fujitsu to identify contacts matching its target profile. These contacts were communicated with on a direct basis, offering a subscription to CIO magazine to help nurture the relationship with the programme and the Fujitsu brand. Campaigns manager at Fujitsu UK and Ireland, James Collister, commented, “We realised that our target audience was having conversations about this industry trend and we wanted to get involved and be seen to be active the social media space. Doing so under the umbrella of the CIO brand gave us additional credibility. This campaign has more than convinced me of the value of social media in B2B marketing when used in the right context.”


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