Fujitsu site targets global CIOs

ompound Media built an exclusive members site targeting Global CIO’s as part of a thought leadership program. The site includes news, a blog, case studies, events and videos of expert speakers.

Fujitsu

Fujitsu provides corporate customers around the globe with IT-driven business solutions based on advanced technology and high-quality system platforms and services.

The problem

Fujitsu launched I, a high quality, quarterly publication exclusively for the chief information officers of the world’s leading companies.

The publication focuses on strategic IT issues, agenda-setting business leadership and peer-to-peer debate on core business and technology trends. Distribution is controlled to ensure that only those in the most senior IT roles receive the publication.

To complement I publication, Fujitsu required an on-line presence that continued that communication.  I-CIO.com launched in April 2009, providing ongoing thought leadership and exclusive content to the top 500 CIO’s in Europe.

Site objectives

The objectives of the site were to: -

Our role

Compound Media project managed the implementation from pitch through to launch and provides the managed services to keep the site running.

The content strategy incorporated a blog, case studies, downloadable reports and high quality video filmed at Fujitsu Executive Discussion Evenings (EDE).

This also tied in with a key objective to link the EDE events program with i-cio.com by including promotions about the events and enabling sign-up for the latest events via the site.

The information architecture was built around an “open” section where content is freely available to any users and a moderated “Members area” with exclusive content such as the keynote speeches from the events.

The site was built by our partner Squiz in their Polish office who also built a custom analytics module to allow in-depth reporting on how the site is used.

All members are moderated via workflow that allows Fujitsu to keep the exclusivity of the Members section within their target audience.

Tight timelines

The site was delivered to very tight timelines so as to tie in with the magazine launch.  The success of the project has seen the target audience expanded to encompass the US, and as a result the traffic levels to the website have been increasing steadily from launch.

Compound Media’s project management and consultancy on the build was excellent throughout. The timescales were tight, but the project ran smoothly and the website launched on schedule which was critical in order to tie-in with the launch of I Publication.

- Sharon May, Senior Account Director at Redwood

Further developments are in the pipeline that will extend the reach of the site and add further functionality.

Managed services

With the site live, Compound Media have provided support via our managed services offering.  In particular, we have worked closely with the Editorial team on a program to drive targeted traffic to the site with a combination of email newsletters and twitter activity.

The managed service provided post-launch is excellent, with quick responses and proactive advice and support.

With such a small target audience, understanding the analytics is crucial.  The newsletter and twitter campaigns are all tracked using Google’s Campaign tracking functionality and internal traffic has been excluded from several hundred Fujitsu IP addresses.