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Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum

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A presentation about using social data to inform marketing and communications programs -- 2018 B2B Marketing Forum by Marketing Profs

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Using Social Data to Win the War of Brand Relevance - B2B Marketing Forum

  1. 1. USING SOCIAL DATA T O W I N T H E W A R O F B R A N D R E L E V A N C E M I C HA EL BR I T 0 EVP DIGITAL & ANALYTICS ZENO GROUP
  2. 2. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved There is a content surplus in the market today 14K articles published 48K Tweets 3.7M Google searches Every sixty seconds on the internet, there are: Source: Gizomodo Human attention span is at a premium 8 SECONDS is the average Attention Span of a Human In 2015 Source: Time Multitasking and having multiple devices is a cultural norm. Tunnel vision is common practice for everyone Relevance is critical in order to break through the clutter. of people will disregard branded content if it bombards them with ads or if they perceive the content to be irrelevant 49% Source: Forbes The buyers journey is unpredictable 65% of marketers are challenged when it comes to understanding which types of content are effective at each phase of the funnel Source: Hubspot The linear purchase funnel is no longer relevant today.
  3. 3. GOOGLE IS THE HOME PAGE FOR ALL BUYERS 71% of buyers start the purchase process with unbranded search terms @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  4. 4. INTERNALLY, THE CHALLENGES CONTINUE Limited internal resources Lack of audience insight Slow to react, respond and engage Fragmented brand narrative @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  5. 5. HOW DO WE BREAK THROUGH THE CLUTTER AND REACH THE RIGHT AUDIENCE AT THE RIGHT TIME, IN THE RIGHT CHANNEL AND WITH THE RIGHT MESSAGE?
  6. 6. It starts with data. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  7. 7. Web Analytics Media Coverage Social Conversations Audience Data Primary Research CRM Data @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  8. 8. WHAT + WHY = DEFENDABLE INTELLIGENCE data analytics primary research @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  9. 9. 1 INFLUENCERS content creators 9 CORE AUDIENCE share and engage 90 THE MARKET view and consume @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  10. 10. 1 9 90 @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  11. 11. SOCIAL | WEB | MEDIA | CRM | PRIMARY RESEARCHDATA & INSIGHTS REAL-TIME PERFORMANCE EXECUTION & PROGRAMS OPTIMIZATION EARNED MEDIA STRATEGIC PAID MEDIA INFLUENCER ACTIVATION REAL-TIME CONTENT BRANDED JOURNALISM INTEGRATED CAMPAIGNS & PROGRAMS S T R A T E G Y @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  12. 12. Influencer Intelligence | Audience Analytics | Media Insights DATA&INSIGHTS
  13. 13. INFLUENCE How large is their social community across all channels—blogs, contributed articles, bylines and social? REACH When they create content, how does it resonate with their broader audience and does it result in engagement? RESONANCE Are they referenced by other influencers and in the targeted media? REFERENCE How often are they talking about the topics that are relevant to your business? RELEVANCE @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  14. 14. Lillian is a data strategist, advisor, trainer and partners with executive and engineering teams to act as a second set of eyes, offering oversight and recommendations for data science and engineering operations. She has been featured in ZDNet, The Guardian, Silicon Republic, CIO Dive and Forbes. LILLIAN PIERSON NETWORK SIZE: TOPICAL RELEVANCE TOTAL MENTIONS MEDIA MENTIONS INFLUENCED BY 270K SHARE OF MENTIONS .76%Mentions by influencer out of the total number of mentions across all influencers within the IT decision-maker panel. 9KTotal number of influencer mentions within the IT decision-maker panel surrounding relevant topics and categories. CRAIG BROWN DAN YARMOLUK KIRK BORNE BRIAN THOMAS BOBBY HAYES Data Science Machine Learning Deep Learning Big Data Nueral Networks Robotics Intelligent Machines IoT Edge Data Python Business AI Physics M2M IoT ArtificialIntelligence Digital Transforma tion Quantum 5G 500+ 120K 116K 15.8K ARTIFICIAL INTELLIGENCE IoT QUANTUM FUTUREOF WORK AUTOMATION
  15. 15. Digital TransformationEnterprise SecurityArtificial Intelligence DevOps AI conversation growing at record speed. DevOps started out strong but has since declined. Digital Transformation continues to be a hot topic of discussion. Trending topics over time JAN FEB MAR APR MAY JUNE AUG SEP NOVOCT DEC @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  16. 16. B2B AUDIENCES IT Influencers (Security, AI, Big Data, Blockchain) IT Decision Makers (Head of Engineering, Data Scientists, Security Architects) Business Decision Makers (BDMs) Developers (Java, Python, Full Stack) C-suite (CEO, CTO, CIO, CISO) Human Resources (Head of HR, CHRO) Traditional Journalists Analysts CONSUMER AUDIENCES Sneaker enthusiasts Travel aficionados Millennials who have an affinity towards EDM & Indie films, living in Austin Free-spirited and spontaneous, craft beer drinkers in Portland Foodies Gamers (PC/Console, eSports) Parent bloggers @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  17. 17. DEFINE AUDIENCE – Determine which audience to identify, engage and track. DATA COLLECTION - Collect data from multiple sources based on time frame – bio search, content shared, etc. FILTERING – Filter data to ensure that the results are relevant for each topic; resulting in a clustered analysis. HUMAN ANALYSIS – Review and analyze each cluster to better understand conversation and media drivers for each audience and topic. SECURITY RESEARCHERS INFOSEC SECOPS CHIEF SECURITY OFFICERS DEVELOPERS DEVOPS BUSINESS @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  18. 18. IDENTIFY AUDIENCE CLUSTER ANALYSIS EXTRACT INSIGHTS @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  19. 19. Data Scientist Machine Learning Cloud Analytics IoT Data Science Data Analytics M achine Learning DeepLearning Insights Predicitve Analytics Machine Learning Big Data Analytics Platform DataScience Market Machine Learning Data Analytics Future Computing Analysis Big Data Data Analytics Intelligence Artificial Intelligence Business Innovation Quantum SCRUM – Weekly meetings to mine for insights, and analyze for content and engagement opportunities. CONCEPTUALIZE – Brainstorm content ideas (long-form, short-form, sharable) based on findings from the data. CONTENT ENGNE – Create and/or repackage content and digital assets ACTIVATE – Distribute content across paid, earned, shared and owned media. What about Business Innovation is being discussed by the audience? Is there a content or engagement opportunity? @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  20. 20. % of audience Index 42% 8x 34% 15x 30% 60x 30% 20x 26% 66x 12% 100x 27% 15x % of audience Index 34% 31x 27% 18x 22% 100x 19% 96x 21% 12x 17% 80x 17% 43x EXECUTIVE AUDIENCE SECURITY AUDIENCE @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  21. 21. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  22. 22. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved Quoted in the media in the last 12 months14x OVERALL GARTNER MONTHLY MEDIA REFERENCES PETER FIRSTBROOK Gartner Analyst Roadmap for Improving Endpoint Security Top Security and Risk Management Trends LATEST RESEARCH 444 424 425 370 432 387 Jan Feb Mar Apr May June Quoted in the media in the last 12 months 7x OVERALL FORRESTER MONTHLY MEDIA REFERENCES JEFF POLLARD Forrester Analyst 158 148 157 151 135 114 Jan Feb Mar Apr May June Managed Detection & Response Services The Future Of Cybersecurity And Privacy LATEST RESEARCH
  23. 23. 0 100 200 300 400 500 600 700 0 20 40 60 80 100 120 Thousands Volume Resonance @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  24. 24. Winning The War Of Brand Relevance with B2B Influencer Marketing INFLUENCERACTIVATION
  25. 25. 67% 58% 65% 90% TRUST Trust is 58% higher for experts and peers when forming an opinion about a brand or product. ENGAGEMENT 67% of shoppers spend more online after reading positive recommendations online. CREDIBILITY 90% of Internet users consider product recommendations to be the most credible form of advertising. IMPRESSIONS 65% of consumers need to interact with a brand 3 – 5 times before they believe or buy. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  26. 26. RESEARCH & DISCOVERY Define influencer opportunity, set goals and objectives, research brand audiences to understand interests and unique characteristics. STRATEGY & PLAN Determine KPIs, create work-back schedule, document the plan, and prepare to execute the program. IDENTIFY INFLUENCERS Leverage the 1:9:90 Model of Influence to identify and segment the right influencers. ONGOING ENGAGEMENT Engage with influencers across paid, earned, owned, and shared media. INTEGRATE INFLUENCERS Integrate influencer program with larger brand activations, traditional media relations and employee activation programs. MEASURE & REPORT Build measurement dashboard and real-time tracking of influencer program. 1 4 2 5 3 6 INFLUENCER MARKETING Strategic Approach @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  27. 27. Low brand participation; low involvement, low budget High brand participation; high involvement, high budget SHARED MEDIA Create personalized, creative content for influencer engagement Tag relevant influencers when sharing topical relevant content based on their interests Add influencers into custom listening panel to monitor what topics are trending among this group of influencers EARNED MEDIA Start with research to better understand influencer conversation, trending topics and media consumption Segment influencers based on their dominant topics of focus Start with minimal engagement–share, like, comment on influencer content OWNED MEDIA Curate influencer content on branded channels (blogs, newsroom, community) Co-collaborate with influencers in creating industry content Invite influencers to guest blog; amplify their content using paid media Invite influencers to relevant customer and industry events PAID MEDIA Build custom audiences for influencer targeting Target influencers with custom content, with insights that are extracted from analysis Use audience interests as inputs for Facebook and Twitter keyword/interest targeting to reach new, emerging influencers @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  28. 28. AGILE CONTENT CREATION & AUDIENCE ENGAGEMENT REAL-TIMECONTENT
  29. 29. Lockdown Security Promoted The basics: ad specs & pixel dimensions Posting distribution engagement optimization Mobile-first content optimization 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% 2010 2011 2012 2013 2014 2015 @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  30. 30. REAL RESULTS The combination of actionable post copy, stellar creative assets and strategic paid social will result in reaching the right audience, with the right content at the right time. STRONG HEADLINES & POST COPY + Write social copy that drives action and tells a compelling story. All content should tell its own story that ladders up to the brand narrative, over-arching campaign or editorial approach. EYE-CATCHING CREATIVE + Creative assets must be designed to capture attention, causing the audience to stop scrolling. There must be a marriage between post copy and creative assets. One completes the other. STRATEGIC PAID SOCIAL = Use audience data to inform targeting of creative content. A/B test various creative elements and interest categories. Promote high performing organic content using custom audiences. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  31. 31. PAID MEDIA EARNED MEDIA SHARED MEDIA OWNED MEDIA AUDIENCE ARCHITECTURE ALIGN CONTENT & NARRATIVE ACTIVATE CONTENT ENGINE DISTRIBUTE CONTENT Identify & build target audience Leverage data to find and segment an audience in order to understand the interests and characteristics that make them unique. Identify trending topics & build editorial workflows Use audience data to inform language, vernacular, trending topics, and the most relevant channels for storytelling. Create the content supply chain and approval workflows. Activate the real-time content engine Listen to audience conversations, content sharing, hashtag usage and media consumption. Create snackable, creative content targeted towards audience. Integrate content across all branded channels Distribute content in the right channels, and at the right time, amplified with strategic paid media and other integrated opportunities. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  32. 32. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved Lockdown Security Promoted Download the Latest 2019 Threat Intelligence Report ! http://bit.ly/2mLUg2g REPORT: Learn about the latest security threats and get your network on lockdown! lockdownsecurity.com brought to you by Download the Latest 2019 Threat Intelligence Report ! Michael Brito likes Lockdown Security Download the Latest 2019 Threat Intelligence Report The Top 10 Cybersecurity Threats for 2019 Combining Threat Detection with Artificial Intelligence It’s Time to Lockdown Your Network Lockdown Security Lockdown Security Promoted Download the Latest 2019 Threat Intelligence Report ! http://bit.ly/2mLUg2g REPORT: Learn about the latest security threats and get your network on lockdown! lockdownsecurity.com Download the Latest 2019 Threat Intelligence Report ! http://bit.ly/2mLUg2g Lockdown Security Promoted
  33. 33. REACHING THE 1% & 9% WITH TARGETED PAID MEDIA STRATEGICPAID
  34. 34. 3% 5% 20% 0% 5% 10% 15% 20% 25% Facebook Twitter LinkedIn (% of Audience) Average Organic Reach (% of Audience) 3% 5% 20% 17% 15% 27% 0% 10% 20% 30% Facebook Twitter LinkedIn (% of Audience) Assuming 100K Fans Agerage Organic Reach (% of Audience) Average Paid Reach (% of Audience, $100 Promotion/post) ORGANIC REACH PAID REACH @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  35. 35. LOOK-A-LIKE AUDIENCES HIGHLY RELEVANT, TARGETED AD Lockdown Security Promoted @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  36. 36. Audience Data 23% 50% of audience see Variation A Conversion Rate Real-Time Optimization Variation A 28 % 50% of audience see Variation B Variation B Conversion Rate Real-Time Optimization @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  37. 37. Lockdown Security NINJA SAFE. ‘NUFF SAID. Our guide deconstructs the hype around AI to help explain how it can be used to secure your network. https://linked.in/gnBjks CSO’s Guide to Artificial Intelligence and Enterprise Security Lockdown Security Lockdown Security I would like to sign up to receive the latest research, insights, product updated and event information from Lockdown Security. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  38. 38. DOWNLOAD 2018 Security Threat Intelligence Report GET OUR LATEST RESEARCH. DOWNLOAD 2018 THREAT INTELLIGENCE REPORT Get Your Copy Now! DEMAND GEN: DATA DRIVEN A/B TESTING H E A D L I N E S & P H O T O G R A P H Y T Y P E S @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  39. 39. NOT JUST SAFE, NINJA SAFE. DOWNLOAD 2018 Security Threat Intelligence Report DOWNLOAD 2018 Security Threat Intelligence Report GET OUR LATEST RESEARCH. DEMAND GEN: DATA DRIVEN A/B TESTING C O L O R S , L A N G U A G E , L O G O P L A C E M E N T , I C O N O G R A P H Y @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  40. 40. Own the narrative and tell the stories that the media won’t tell BRANDEDJOURNALISM
  41. 41. After 2 weeks, we tend to remember … Read 10% Hear 20% See 30% Participate 50% Do 70% 90% Hear & See @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  42. 42. Stories demand an emotional investment Stories pique and hold interest over time. Stories bring energy and passion to the message. Stories cause us to take action. CAN CHANGE THE WAY WE FEEL CAN CHANGE THE WAY WE THINK CAN CHANGE THE WAY WE ACT CAN CHANGE THE WAY WE BEHAVE 1 3 2 4 @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  43. 43. THINK LIKE A PUBLISHER A laser focused editorial strategy that aligns content and channels into a global brand narrative. 1 CREATIVE AGILITY An agile team that can conceive, create and share relevant content across platforms in a rapid manner. 2 OMNI-CHANNEL STORIES Always-on content experiences allow for narratives to work across multiple channels. 3 DATA-DRIVEN CONTENT Integrate analytics to measure what’s working, optimize what’s not and serve as a source of inspiration for new content and stories. 4 CUSTOMER EXPERIENCE Building an online newsroom requires skill sets from smart messaging, positioning and copywriting to intuitive design, UI and architecture. 5 @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  44. 44. BRAND ALIGNMENT Understand brand goals through internal consultations; align on target audience, content assessment and set up KPIs. AUDIENCE INTELLIGENCE Define and segment audience through targeted analysis and social listening platforms. STORY DISCOVERY Mine for narratives with internal stakeholders, executives and external sources. CONTENT PLANNING Transform narratives to a creative and editorial strategy. CREATIVE PRODUCTION Produce digital assets for creative storytelling (video, visual, bylines, blogs). OMNICHANNEL DISTRIBUTION Deploy creative and editorial assets across paid, earned and owned media channels. 1 4 2 5 3 6 BRAND STORYTELLING Strategic Approach @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  45. 45. @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  46. 46. STRATEGIC PROMOTION Promote high-performing content based on shares and engagement data. Build strategic media plan to only promote stories and news based on business priorities. PAID MEDIA REPURPOSE EARNED CONTENT Summarize earned and thought leadership content, linking to the original source. Share content and tag the author (journalist, analyst or influencer). EARNED MEDIA SOCIAL DISTRIBUTION Use Twitter handle and use to distribute content and engage with media and influencers. Package content using a more human voice, and distribute to employees to share on their channels. Social shares from email subscribers. SHARED MEDIA BRAND NEWSROOM All headlines and long-form content will be informed by audience data–language, keywords, hashtags and trending topics among the audience. Use web analytics data to optimize posts based on organic search traffic and email click-throughs. OWNED MEDIA Organic web traffic Links from earned media coverage Traffic from newsletter clicks @britopian | #mpb2b Zeno Group © 2018 - All Rights Reserved
  47. 47. M I C H A E L B R I T O MIC H AE L.BRITO@ZE NOGROU P.C OM THANKYOU

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