BUSINESS BRIEFING BREAKFAST

Saint James Club, Paris, July 4th

12.07.13

EXECUTIVE SUMMARY

Branding, Social Media, andLead Generation in B2B

CONTENTS

Overview

Atos – Company and Challenge

Atos – Branding

Introduction to the Campaign: Strategic approach, objectives, target audiences

Atos – Campaign Key Features

Stein IAS and the Atos Campaign

Atos – Social Media and Digital Activation

Atos – Automated Campaign Results

Atos – Key Learnings from Martin Pietersen

OVERVIEW

OVERVIEW OF THE BRIEFING

Martin Pietersen, Brand Manager Global Communications, Atos, presented the Atos 2012 London Olympics campaign.

This campaign achieved great success in engaging employees, clients and prospects with business-relevant content and stories of interest targeted through deep segmentation of messaging.

It provided an excellent example of a broad scale, fully articulated multi-channel campaign.

It demonstrated how client and agency can implement a branding strategy, a content marketing strategy and lead generation and nurturing programs that take targets from initial interest to new customer status.

ATOS – COMPANY AND CHALLENGE

ATOS – COMPANY AND CHALLENGE

Atos is an international information technology services company, delivering hi-tech transactional services, consulting, systems integration and managed services. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future.

It is the Worldwide Information Technology Partner for the Olympic Games and is quoted on the NYSE Euronext Paris market.

SIMILAR BUT DIFFERENT

B2C

Product driven

Maximize the value of the transaction

Large target market

Single step buying process, shorter sales cycle

Brand identity created through repetition and imagery

Merchandising and point of purchase activities

Emotional buying decision based on status, desire or price

Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/#axzz2XoA1m7uF

B2B

Relationship driven

Maximize the value of the relationship

Small, focused target market

Multi-step buying process, longer sales cycle

Brand identity created on personal relationship

Educational and awareness building activities

Rational buying decision based on business value

ATOS – BRANDING

ATOS – BRANDING

Working with Stein IAS, Atos sought to become the leader of a new category. Applying its Mi3 process, Stein IAS developed the “Business Technologists” positioning. Today, Atos is the leader in business technology, and its people are known the world over as business technologists.

10

INTRODUCTION TO THE CAMPAIGN

Strategic Approach, Objectives,

Target Audiences

Atos has a long-term relationship with the International Olympic Committee since Barcelona 1992.

As primary technology partner to the IOC, Atos has responsibility for coordinating and integrating all technology partners supporting the Games.

ATOS – TECHNICAL PARTNER OF THE OLYMPIC GAMES

On-time

On-budget

New environment every 2 years

Security and risk

Large scale and complex

Operational readiness

Sustainability

ATOS – OLYMPIC CHALLENGES As worldwide IT partner for the

Olympic Games, Atos must manage a number of sizeable

challenges

Delivering the Olympic experience to all Atos stakeholders through a 360 degree activation program. Communicating the strong link between Atos’ Olympic Games activities and the solutions that they provide to customers every day. Empowering Sales and Marketing to carry the message to Atos customers. Engaging Atos’ 74,000 Business Technologists to individually commit to deliver excellence.

ATOS – CAMPAIGN STRATEGIC APPROACH

To promote Atos’ long-term partnership with the International Olympic Committee to existing and new clients – ensuring it is relevant to their business with the prime outcome of increasing Atos’ revenue and position in the market.

To inform and engage Atos employees/business technologists and company/ employee pride.

To build a strong, positive brand platform that would create a legacy for future campaigns.

ATOS – CAMPAIGN OBJECTIVES

ATOS – CAMPAIGN TARGET AUDIENCES

CXO/business decision makers

Investors Employees Potential

employees

ATOS – CAMPAIGN KEY FEATURES

Globally integrated: internal communications, client campaign, PR and client

briefing program

Strong link to Atos solutions

One global campaign activated in all GBUs

Strong digital and social media campaign

Clear KPI tracking in CRM and analytics

A robust internal campaign

Global media campaign in key countries

Use of marketing automation (Eloqua) to track and trace leads

A measurable business impact for Atos

ATOS – CAMPAIGN KEY FEATURES

STEIN IAS AND THE ATOS CAMPAIGN

FROM A TECHNICAL STANDPOINT, ATOS IMPLEMENTED A CAMPAIGN THAT WOULD NOT HAVE BEEN POSSIBLE A SHORT TIME AGO.

In addition to the fundamental branding work, Stein IAS supported Atos with a content marketing strategy and lead generation / lead nurturing program. As a global partner of Oracle-Eloqua – leader in marketing automation and revenue performance management – Stein IAS provides a seamless approach to best practices in brand positioning and sales enablement & marketing activation. The agency's unique process, called Mi3, provided 360-degree support for Atos' ambitious worldwide campaign.

STEIN IAS AND THE ATOS CAMPAIGN

Eloqua’s capabilities were implemented to manage:

Contact database creation and administration

Campaign segmentation according to language

and other values

Creation and administration of emails, landing pages and forms

Contact level tracking

Automatic reporting of the campaign

Automatic contact, unsubscribe and bounceback handling

Delivery automation of all the 140 segmented email messages

SALES ENABLEMENT/MARKETING ACTIVATION

SALES ENABLEMENT/MARKETING ACTIVATION

37,530

delivered emails

140 unique emails

130 unique

landing pages 6 languages for emails

19 languages for forms

Branding and Deliverability Setup Emails sent from genuine atos.net domain: london2012.atos.net Sender reputation controlled DKIM based sender authentication Deliverability and inbox preview tested

Tracking codes installed on all Atos corporate websites + Olympic site

London2012.atos.net campaign site for landing pages

412 unique Eloqua forms integrated to Atos.net Olympic site 19 different languages Pre-populated for known visitors Gated download forms of PDF documents Webinar registration forms integrated to GoToWebinar system Contact us forms

SYSTEM SETUP

Automated campaign and nurturing structure 6 main languages

Welcoming campaign Invited customers Non-invited customers Prospects

5 solution campaigns Additional 2-step nurturing program / solution for deepened solution knowledge Invited customers who reacted to welcoming campaign Non-invited customers Prospects

Post Olympics mailer Invited customers Non-invited customers Prospects

SYSTEM SETUP

Weekly Dashboards Website Traffic Analysis Dashboard Campaign Performance Dashboard Email Performance Dashboard Form Performance Dashboard

Weekly Performance Reports Top Unknown Visitors Top Identified Visitors

Campaign Performance Reports Aligned To Timeline Email Campaign Analysis Nurturing Campaign Analysis Executed always 1 week after set campaign launch dates

REPORTING STRUCTURE

CONTENT MARKETING DELIVERABLES

Video pack direct mailing

CONTENT MARKETING DELIVERABLES

Customer Guide

Sales presentation (with script)

5 Fast Track Guides

CONTENT MARKETING DELIVERABLES

E-marketing campaign

CONTENT MARKETING DELIVERABLES

Landing page

CONTENT MARKETING DELIVERABLES

Plus…

3 whitepapers

A sales webinar

Client webinars for all 5 solutions

Solutions presentations

ATOS – SOCIAL MEDIA AND DIGITAL ACTIVATION

Social Media: Campaign messages amplified

ATOS – DIGITAL AND SOCIAL MEDIA ACTIVATION

ATOS – AUTOMATED CAMPAIGN RESULTS

ATOS – AUTOMATED CAMPAIGN RESULTS

Active contacts at the end of the campaign:

5040 Reachable contacts in the database (active and marketable emails)

597 New contacts through form submissions

2195 Unique identified contacts who responded to Atos marketing*

567 Active contacts (click-through, form submission or site visit)

124 Super Active contacts (4 x click-throughs, form submissions or site visits)

* All Results exclude Atos Contacts

ATOS – KEY LEARNINGS FROM MARTIN PIETERSEN

KEY LEARNINGS BY MARTIN PIETERSEN

One big idea for building an integrated campaign

Early involvement of all stakeholders / GBU’s

Bridge communications and marketing

Provide metrics/KPIs for all streams

Focus on deliverables - less is more: focus on key deliverables only

Editorial team during Games for content and videos

MARTIN PIETERSEN’S BIOGRAPHY

Martin joined Atos in 2007 and has assumed a number of high visibility positions starting with Global Olympic Marketing Manager, Beijing 2008, Marketing & Communication Program Manager Benelux and presently Brand Manager Global Communications. His previous professional experience includes work for the Royal Dutch Football Association (KNVB) and Heineken.He holds a degree in Sports & Entertainment Marketing and obtained an MA cum laude in International Business and Marketing Management from NIMBAS - Bradford Graduate School of Management. Martin's expertise includes business strategy, strategic marketing, brand management, sponsor management and marketing research.

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