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…

Kenny MacIverkenny.maciver@seven.co.uk

Questions & contacts

I-CIOwww.i-cio.com@GlobalCIO

Thanks for listening