This case study explains how Modern helped a global software company launch their flagship product and gain traction in key markets both in the UK and US using social media.

1. CASE STUDY
modernb2b.co
CASE STUDY
modernb2b.co
BIG DATA: SOCIAL MEDIA
CAMPAIGN TO MONITOR
CONVERSATIONS AND
IDENTIFY KEY INFLUENCERS

2. CASE STUDY
modernb2b.co
CLIENT OVERVIEW
COUNTRY: US and UK
INDUSTRY: Healthcare (US) and Telecoms (UK)
SECTOR: Big Data: Database Application and Storage
CLIENT PROFILE: JustOne are a VC backed US company, launching
their flagship product, JustOneDB, into the US and
UK markets in 2014.
A disruptive company in the well-established field
of relational databases.
JustOneDB is a revolutionary product that challenges
long-standing assumptions about what is possible to
achieve with a relational database (RDBMS) on a small
hardware footprint.
Modern used social media to identify key
topics, messaging themes as well as industry specific
influencers. In additional, the activity informed content
creation, steered technical content and provided
valuable insight into JustOne’s target market.
BUSINESS SITUATION
The database market is mature with long established multi-billion dollar players such as
IBM, Oracle, HP and Teradata. With the data explosion in recent times, JustOne have
developed a solution that challenges the preconceptions that limit the use of all databases
in the market today. The revolutionary nature of JustOneDB made it even harder to gain
credibility in an established market. In addition, the established players dominate in terms
of share of voice, so careful and selective messaging needed to be defined to enable
traction for the soft launch.

3. CASE STUDY
modernb2b.co
MESSAGING AND CONTENT
FOR THE SOFT LAUNCH
Modern helped a global software company launch their flagship product
and gain traction in key markets of the US (healthcare) and UK (telecoms),
using an intelligent mix of social media – for insight and engagement –
and to feed into topics and themes for content marketing.
The core element of the project was gauging the social media landscape
in the sphere of big data, more specifically healthcare and telecoms
markets. The output was a competitive overview, messaging hierarchy
and identifying key content themes as well as determining key influencers
within the given markets.
DEFINING JUSTONE’S VOICE IN THE MARKET
From initial competitive research into the key players in the market, their positioning,
messages and levels and type of social engagement, Modern helped JustOne shape
and hone their voice, leading points of difference and approach to key channels.
A series of buyer profiles were created to understand the personas within the buying cycle
for their key markets: healthcare and telecoms. Once these were established and agreed,
a full messaging matrix including positioning and cascading secondary messages were
created that could be applied to all communications.
This messaging focused on the key challenges across the target markets, as well as
qualifying benefits that addressed these challenges.
COMPETITIVE
ANALYSIS AND
BUYER PROFILE
DEVELOPMENT
PROPOSITION
MESSAGING
DEVELOPMENT
2
SOCIAL
MEDIA
MONITORING
3
INFLUENCER
IDENTIFICATION
4
KEY THEMES
IDENTIFIED
FOR CONTENT
CREATION
5
DISCOVERY IMPLEMENTATION PROCESS
1

4. CASE STUDY
modernb2b.co
USING SOCIAL MEDIA TO
GATHER MARKET INSIGHT
AND INTELLIGENCE
By using complex advanced searches in Twitter specific to market, Klout score,
geography and keywords, Modern was able to identify a number of influencers and
topical conversations within the core markets of telecoms and healthcare.
Once topics and influencers were identified, an engagement programme was defined
to create a voice in the market, without being too disruptive. With an established market
of vendors with deep pockets, messaging needed to be carefully considered in order to
not rock the boat and create a detrimental affect on the campaign.
MESSAGING CARRIED THROUGH TO WEB, SOCIAL AND CONTENT PRODUCTION
The market analysis and social insights fed into the messaging matrix, from there content
was produced. This included full website copy, technical white papers, use-cases,
infographics, blogs and videos.
With the use of social conversations to influence messaging and topics, Modern was
able to ensure engagement with key audiences and drive the sharing of content. This
accelerated the share of voice that JustOne sought to achieve.

5. CASE STUDY
modernb2b.co
PROPOSED SOLUTION
• Provide market insight to align messaging and content to create cut-through
and relevance in an established market
• Identify influencers and key themes across social media for the target market
• Create and distribute content to launch their flagship product
SOLUTION BENEFITS
• Outlined key decision makers and their needs, ensuring relevant and valuable
proposition messaging
• Highlighted key influencers to maximise awareness across social media
• Identified channels and topics of interest to align content production with
audience needs and behaviour
What we really liked about Modern is their focus on social
media and digital marketing. They were heads and shoulders
above the traditional agencies we had worked with in the past.
Kate Mitchell, CEO, JustOne Database

6. CASE STUDY
modernb2b.co
TALK TO US TODAY
Modern
Bristol and Bath Science Park
Dirac Crescent
Emerson’s Green
Bristol BS16 7FR
Phone: 0117 332 6700
Email: info@modernb2b.co
Twitter: @modernb2b
ABOUT MODERN
Modern is an award-winning specialist
technology B2B marketing agency offering
integrated digital campaigns to drive
growth.
We focus on lead generation and customer
engagement through search, social, PR
and content, underpinned with strategic
thinking and solid metrics.
We’re honest, straightforward and clear
thinkers. We won’t baffle you with jargon and
we won’t lead you down the garden path.
We’re chosen by our clients for our
grounded insight and our ability to influence
business performance.
We start with your buyers and define a
strategy that works with their behaviour,
motivations and concerns, and the
channels they engage with.
We forecast marketing performance,
setting out how the results will take shape
over time. We set KPIs and ensure that
every media channel we recommend
delivers against your expectations.
Rigorous processes and regular, easy
to understand reports with expert
insights come as standard, so you know
exactly what works and what doesn’t,
and more importantly how it’s affecting
the bottom line.