Winning the War of Brand Relevance with Data-Driven Storytelling

Data-driven storytelling is more than a buzzword. It's critical that marketing and communications pros use data to inform everything from headlines and media placements to social content and paid media. The attached slides are from Social Media Week Toronto in November 2018.

Transcript

1. BUILDING BRAND RELEVANCE W I T H D A T A - D R I V E N S T O R Y T E L L I N G M I C HA EL BR I T 0 EVP DIGITAL & ANALYTICS ZENO GROUP
2. THERE IS A CONTENT AND MEDIA SURPLUS 4.3M 18M 14K 48K $862K 3.7M
3. HUMAN ATTENTION IS AT A PREMIUM 12 SECONDS The Average Attention Span of a Human In 2000 8 SECONDS The Average Attention Span of a Human In 2015 9 SECONDS The Average Attention Span of a Goldfish
4. TUNNEL VISION IS COMMON 49% of people will disregard branded content if it bombards them with ads or if they perceive the content to be irrelevant
5. 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
6. GOOGLE IS THE HOME PAGE FOR ALL BUYERS 71% of buyers start the purchase process with unbranded search terms
7. INTERNALLY, THE CHALLENGES CONTINUE Limited internal resources Lack of audience insight Slow to react, respond and engage Fragmented brand narrative
8. 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?
9. It starts with data.
10. Web Analytics Media Coverage Social Conversations Audience Data Primary Research CRM Data
11. WHAT + WHY = DEFENDABLE INTELLIGENCE data analytics primary research
12. 1 INFLUENCERS content creators 9 CORE AUDIENCE share and engage 90 THE MARKET view and consume
13. 1 9 90
14. SOCIAL | WEB | MEDIA | CRM | PRIMARY RESEARCH DATA & 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
15. Researching & Activating the 1% INFLUENCERAUDIENCE
16. 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
17. ANALYSTS GARTNER, FORRESTER, IDG TECH ENTHUSIASTS COLUMNISTS, CONTRIBUTORS MEDIA TOP TIER JOURNALISTS, EDITORS INDUSTRY ASSOCIATIONS, NON-PROFITS
18. 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. 9K Total 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 Artificial Intelligence Digital Transforma tion Quantum 5G 500+ 120K 116K 15.8K ARTIFICIAL INTELLIGENCE IoT QUANTUM FUTURE OF WORK AUTOMATION
19. Digital Transformation Enterprise Security Artificial 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 NOV OCT DEC
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
22. quoted in last 12 months 14x 444 424 425 370 432 387 Jan Feb Mar Apr May June OVERALL GARTNER MEDIA REFERENCES TOP MEDIA RESEARCH Roadmap for Improving Endpoint Security Top Security and Risk Management Trends PETER FIRSTBROOK Gartner Analyst quoted in last 12 months 7x OVERALL FORRESTER MEDIA REFERENCES TOP MEDIA RESEARCH Managed Detection & Response Services The Future Of Cybersecurity And Privacy: JEFF POLLARD Forrester Analyst 158 148 157 151 135 114 Jan Feb Mar Apr May June
23. Researching & Activating the 9% COREAUDIENCE
24. 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 as clean and relevant as possible for each topic; resulting in a clustered analysis. HUMAN ANALYSIS – Review and analyze each cluster to better understand conversation and media drivers for each topic. SECURITY RESEARCHERS INFOSEC SECOPS CHIEF SECURITY OFFICERS DEVELOPERS DEVOPS BUSINESS
25. 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 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
26. EXTRACT INSIGHTS IDENTIFY AUDIENCE BUILD SEGMENTS
27. Data Scientist Machine Learning Cloud Analytics IoT Data Science Data Analytics M achine Learning Deep Learning Insights Predicitve Analytics Machine Learning Big Data Analytics Platform Data Science Market Machine Learning Data Analytics Future Computing Analysis Big Data Data Analytics Intelligence Artificial Intelligence Business Innovation Quantum SCRUM – Weekly meetings to dig through the data, mine for insights, and analyze for opportunities. CONCEPTUALIZE – Brainstorm content ideas (long-form, short-form, sharable) based on findings from the data. CROSS-REFERENCE – Audit and repackage existing content assets to be distributed. RECOMMEND – Provide content and/or paid media recommendations to internal teams. What about Business Innovation is being discussed? Is there a content or engagement opportunity?
28. % 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
29. 0 100 200 300 400 500 600 700 0 20 40 60 80 100 120 Thousands Volume Resonance
30. Illuminating the Path for Modern Brand Journalism and Storytelling BRANDEDJOURNALISM
31. AFTER 2 WEEKS We tend to remember … READ HEAR SEE HEAR & SEE PARTICIPATE DO 10% 20 % 30% 50% 70% 90%
32. IT CAN CHANGE THE WAY WE ACT Stories bring energy and passion to the message. IT CAN CHANGE THE WAY WE BEHAVE Stories cause us to take action. 3 4 A well executed narrative can influence a potential customer’s purchasing behavior. A compelling message can lead to long-lasting brand love and a relationship with a brand. LONG-TERM CHANGE IT CAN CHANGE THE WAY WE FEEL Stories demand an emotional investment IT CAN CHANGE THE WAY WE THINK Stories pique and hold interest over time. 1 2 Brands need to build emotional connections with customers in order to stay relevant. Brands can influence what the marketplace thinks of them, beyond the products they sell. SHORT-TERM REACTION
33. 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
34. + + Understand brand goals through internal consultations; align on target audience, content assessment and set up KPIs. BRAND ALIGNMENT = 1 Define and segment audience through targeted analysis and social listening platforms. AUDIENCE INTELLIGENCE 2 Mine for narratives with internal stakeholders, executives and external sources. STORY DISCOVERY 3 Transform narratives to a creative and editorial strategy. CONTENT PLANNING 4 Produce digital assets for creative storytelling (video, visual, bylines, blogs). CREATIVE PRODUCTION 5 Deploy creative assets across paid, earned and owned media channels. OMNI- CHANNEL DISTRIBUTION 6 MEASUREMENT & OPTIMIZATION
36. 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
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38. REACHING THE 1% & 9% WITH TARGETED PAID MEDIA STRATEGICPAID
39. 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
40. LOOK-A-LIKE AUDIENCES HIGHLY RELEVANT, TARGETED AD Lockdown Security Promoted
41. 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
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44. measuring outcomes, not impressions SMARTANALYTICS
45. 0 50 100 150 200 250 300 1/1/17 2/1/17 3/1/17 4/1/17 5/1/17 6/1/17 7/1/17 8/1/17 9/1/17 10/1/17 11/1/17 12/1/17 1/1/18 2/1/18 3/1/18 4/1/18 5/1/18 6/1/18 7/1/18 10,221 17,670 6,542 13,465 4,355 42,795 18,909 Analytics Machine Learning Deep Learning AI Big Data Security Quantum AUDIENCE TRENDING TOPICS AUDIENCE CONVERSATION% BRAND A 35% BRAND B 30% BRAND C 10% BRAND D 25% Audience shared the Artificial Intelligence eBook Customer Event – Influencer Activation CLUSTERED CONVERSATIONS CLICKS TO BRAND.COM Brand’s AI Announcement
46. M I C H A E L B R I T O MIC H AE L.BRITO@ZE NOGROU P.C OM THANKYOU