The challenge: Engage a hyper-elusive business audience for Fujitsu
Fujitsu wanted to grab mindshare among the world’s IT elite, become a fixture on CIOs’ strategic partner lists and build a wider awareness of the Fujitsu brand and capabilities.
The chief information officers (CIOs) who run IT at the world’s largest companies individually control budgets that run into the hundreds of millions – sometimes billions. Not surprisingly, they’re an over-targeted, difficult-to-reach bunch. But they still need to inform their buying decisions with a deep understanding of the trends, threats and opportunities that transformational technology presents to their organisations. And they rely on a group of trusted tech vendors to help them deliver on that promise. Getting them there would mean finding a blueprint for winning and holding their attention.
- We created an online platform that rivals the technology sector’s best publications: I–Global Intelligence for the CIO, or I-CIO for short. It mixes independent business journalism with genuinely valuable interviews and regular input from Fujitsu executives.
But the bigger challenge was getting them there. That was achieved by building the I-CIO Share Network. This multi-level social activation programme targets high-profile CIOs who are highly active across social channels, features them in the publication, engages with them on social channels and creates a set of rich social assets (photo tweets, video clips, GIFs) that they – and their peers – gladly share across their Twitter and LinkedIn networks with their followers, many of who are other CIOs. In effect, that high-powered readership network becomes the distribution engine for the content.
Links to one I-CIO article were distributed to 340,400 people within 30 minutes of its release
10,000 unique readers consume 32,000 pages every month
Readers spend an average of two minutes on each article page and three minutes on video pages
I-CIO provides the company with insight into how individual customers from around the world are sharing I-CIO content, revealing their areas of strategic technology interest