CASE STUDY: FUJITSU – HOW A CONTENT PORTAL REAPS GLOBAL SUCCESS What does it mean to have quality, uncompromisingly relevant content? And how is that the key to reaching even more demanding target groups?

1. How a content portal reaps
global success
The challenge Fujitsu set for Seven
Kenny MacIver, Seven C3
Editor of Fujitsu’s global digital platform
I – Global Intelligence for the CIO

2. • 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 – Fujitsu
Not a lot of people know this …

3. Not enough of THE RIGHT people know Fujitsu
Not often
seen as
strategic IT
supplier
Rarely
viewed as
tech
pioneer
Vying to
establish a
truly global
brand
Not winning
mindshare
among
enough CIOs
Only
non-US
company in
the top 10
The client

4. • 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

5. • 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

6. The quality of
video content
increases time
on page for
I-CIO
Video interviews
have resulted in
deeper customer
engagement for
Fujitsu
Thought-leader interviews

7. Rich I-CIO mix

8. • 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

9. • 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

10. Grab attention with animation (GIFs)
Rich social content

11. Draw in the audience with video teaser
Tip: Use subtitles to enable audio-free watching on mobile
Rich social content

12. LinkedIn Xing
Rich social content

13. Top CIOs engaging with and retweeting I-CIO content
The
‘Who’s Who’
of tweeting
I-CIO web
content
David Bray
@fcc_cio
US Federal
Communications
Commission
CIO
Adam Khan
@Khanoisseu
L’Oréal
Head of digital
transformation
Monique Shivanandan
@m_shivanandanm
Aviva
Group CIO
Kim Stevenson
@Kimsstevenson
Intel
CIO
Robert J Webb
@robertjwebb
Etihad Aviation
Group
CIO
Sascha Lobo @saschalobo
SaschaLobo.com
Owner (396,000 followers)
David Bray @fcc_cio
Federal Communications Commission
CIO (107,000 followers)
Shelly Palmer @shellypalmer
Landmark|ShellyPalmer
Managing Director (89,200 followers)
RETWEETERS WITH
BIG FOLLOWINGS:
Oliver Bussmann
@obussmann
Level39, ex-CIO UBS,
17,500 followers
The Results

14. 76% increase in Twitter
followers year on year
Average monthly users
2015 vs 2016 up 126%
to 13,000 users pcm
Average monthly
pageviews 2014 vs
2015 up 64% to
29,000 users pcm
The Results

15. “Amust 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 GlobalAsset Management.
“Amazing richness of content”
Niraj Jetly, CIO of NutriSavings

16. 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

17. “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 Daniels
VP Brand & Marketing Communications, Global Marketing, Fujitsu
The client payback
Ultimate endorsement – www.I-CIO.jp – launching 1Q16

18. To sum up…

19. Kenny MacIver
kenny.maciver@seven.co.uk
Questions & contacts
I-CIO
www.i-cio.com
@GlobalCIO

20. Thanks for listening