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

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

@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.

GOOGLE IS THE HOME PAGE FOR ALL BUYERS
71% of buyers start the purchase process with unbranded search terms

INTERNALLY, THE CHALLENGES CONTINUE
Limited internal resources
Lack of audience insight
Slow to react, respond and engage
Fragmented brand narrative

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?

It starts with data.

Web
Analytics
Media
Coverage
Social
Conversations
Audience
Data
Primary
Research
CRM
Data

WHAT + WHY = DEFENDABLE INTELLIGENCE
data analytics
primary research

1
INFLUENCERS
content creators
9
CORE AUDIENCE
share and engage
90
THE MARKET
view and consume

1 9 90

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

Influencer Intelligence | Audience Analytics | Media Insights
DATA&INSIGHTS

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

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

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

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

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

IDENTIFY AUDIENCE CLUSTER ANALYSIS EXTRACT INSIGHTS

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?

% 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

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

0
100
200
300
400
500
600
700
0
20
40
60
80
100
120
Thousands
Volume Resonance

Winning The War Of Brand Relevance with B2B Influencer Marketing
INFLUENCERACTIVATION

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.

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

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

AGILE CONTENT CREATION & AUDIENCE ENGAGEMENT
REAL-TIMECONTENT

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Posting distribution
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Mobile-first content
optimization
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
2010 2011 2012 2013 2014 2015

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.

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.

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REACHING THE 1% & 9% WITH TARGETED PAID MEDIA
STRATEGICPAID

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

LOOK-A-LIKE AUDIENCES
HIGHLY RELEVANT,
TARGETED AD
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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

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Own the narrative and tell the stories that the media won’t tell
BRANDEDJOURNALISM

After 2 weeks, we
tend to remember …
Read 10%
Hear 20%
See 30%
Participate
50%
Do
70%
90%
Hear & See

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

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

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

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

M I C H A E L B R I T O
MIC H AE L.BRITO@ZE NOGROU P.C OM
THANKYOU

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

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