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Spark 2017: Share-of-Voice in the Social Age: What Do We Really Care About? by Chad Berndtson

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Spark 2017: Share-of-Voice in the Social Age: What Do We Really Care About? by Chad Berndtson

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Spark 2017: Share-of-Voice in the Social Age: What Do We Really Care About? by Chad Berndtson

  1. 1. SoV in the Social Age: What Do We Really Care About? Chad Berndtson Dir, Content Marketing & Social Media
  2. 2. 2 | © 2015,Palo Alto Networks.Confidentialand Proprietary. • More than 37,500 customers – 1,000+ added per quarter for the last 21 quarters – in 150+ countries across multiple industries • Over 85 of the Fortune 100 and half of the Global 2000 • Fiscal year 2016 revenue was $1.4 billion, a 49% year-over-year increase – significantly outpacing the industry • Ranked an enterprise firewall market leader by Gartner in 2011, 2012, 2013, 2014 and 2015 (published May 2016) • Global support organization (Americas, EMEA, Asia and Japan) recognized for exceptional services, including J.D. Power and TSIA “Outstanding Customer Support Experience” (2015; 2016) for assisted support and TSIA “Outstanding Worldwide” rating (2015) for commitment to customer support • Ranked #1 as “best place to work” in the Bay Area by SF Business Times (2016) • ~4,100 employees worldwide
  3. 3. Comms Environment in 2017 Digital and social comms Dark social Chat apps AI Vicarious experience Creative advertising Blockchain Mobile ABM Measurement SEO Predictive NBA Visual analytics Share of voice Social proof
  4. 4. 4 | © 2015,Palo Alto Networks.Confidentialand Proprietary.
  5. 5. 5 | © 2015,Palo Alto Networks.Confidentialand Proprietary. Social consumption Priority publications Presence “Anecdotal” wins Crisis comms 1.0 Segmented SOV Social conversion tied to CRM Influence marketing and intent data Business outcomes Proactive rep management 3.02.0 PR SOV Social engagement Priority influencers Rep monitoring PR + social SOV “Beat the algorithm”
  6. 6. 6 | © 2015,Palo Alto Networks.Confidentialand Proprietary. DO • Think mobile • Think local • Think atomized • Think “long game” • Focus on listening • Investigate new advocacy models • Think fewer and more strategic platforms • Drive relentless consistency in messaging • Think co-creation vs. creation • Tie everything you do to a business outcome • Consider hybrid roles on top of hybrid competencies DON’T • Let the data lead you • Focus only on what’s easily measured • Chase shiny objects • Create social and content graveyards • Confuse the availability of information with the importance of it
  7. 7. Growing importance Waning importance Curiosity Tactical Social “stack”
  8. 8. 8 | © 2015,Palo Alto Networks.Confidentialand Proprietary. “There is no more B2B or B2C: It’s Human to Human, #H2H. Social and marketing need to work together to personalize individual conversations, as well as deliver shared global experiences that crowds of common values can benefit from. This is what our social and digital mediums have gifted us, and how humans interact and feel more compelled to take action.” -BRYAN KRAMER, CEO, PureMatter

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