Starts With Audience AnalyticsBreakthrough Storytelling

FOUR BARRIERS TO REACHING TO CUSTOMERS

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THERE IS A CONTENT & MEDIA SURPLUS

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HUMANS HAVE AN ATTENTION DEFICIT

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TUNNEL VISION IS A REQUIREMENT

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CUSTOMER JOURNEY IS UNPREDICTABLE

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HOW DO YOU BREAK THROUGH THE CLUTTER?

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Build Your Content For Your Audience

Audience & Market

Intelligence

Our content model starts with understanding the conversation patterns and media sharing habits of a specific audience.

We use these insights to inform all content development – corporate messaging, digital & social assets, content marketing and overall brand storytelling. We want to make sure that content aligns with audience interests and also relevant to the overall brand.

We then distribute that content strategically across all media channels in order to surround sound an audience with integrated brand storytelling.

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What Is Audience & Market Intelligence?

Audience & Market

Intelligence

Specific language used by an audience i.e. the way they reference a certain technology and in what specific context.

The brands and technologies they talk about and in what context. Who they follow online and are they loyal to any specific company?

The types of digital content they share online -­ photos, videos, articles, etc. and how often are they sharing these assets.

The industry jargon (keywords & hashtags) they use and how often i.e. IoT, Virtual Realty, Augmented Reality or Wearables.

Their interests and characteristics that make them unique. Are they sports fans, prefer watching Netflix or both? Are they talking about Hillary or Trump more and why.

1

3

2

4

5

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How To Build An Audience

BIO SEARCHBuild custom audience based on how users self identify themselves in their social media bios. This includes what they are interested in as well as their job titles (i.e. Job titles can include CIO, CTO, Chief Technology Officer, Security Engineer, Enterprise Architect and specific interests can include machine learning, predictive analytics, data science or Hadoop.)

CONVERSATIONAL ANALYSISUse social listening to identify industry relevant conversations around key topics (i.e. Data Center, Hybrid Cloud, Network Security, Data Analytics, Artificial Intelligence, Virtual Reality) over the last 6 – 12 months and build a custom audience with the users who have engaged in such conversations. This includes highly targeted Boolean search strings that dedupe irrelevant data and exclude spam.

FOLLOWERS OF A BRAND(S), HASHTAGSBuild an audience based on a random sample of users who follow a brand or industry account. This can include competitive brands as well industry publications like @CIOonline or users who follow industry specific hashtags like #infosec, #datascience or #machinelearning as an example.

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IT Decision Maker Analysis

Responsible for overseeing all IT operations and reports directly into the CIO or is the CIO. He is talking about topics related to virtual reality, artificial intelligence, big data and cloud computing.

He’s active on social media and often talks to his peers about technology online.

54K IT Decision Makers9.7M conversations

2.4K IT Executives48K conversations

Interests | Unbranded Technology Conversation Britopian | #DSDET

18%

12%

10%

7%

5%

BUSINESS POLITICS TECHNOLOGY SPORTS CONSUMER TECH

What Are ITDMs Talking About & Sharing?

WHAT IS THIS AUDIENCE TALKING ABOUT? WHERE IS THIS AUDIENCE SHARING CONTENT FROM?

TOP HASHTAGS USED IN THE BUSINESS CONVERSATIONS

TOP HASHTAGS USED IN THE TECHNOLOGYCONVERSATIONS

Within the business conversation, ITDMs are talking about technology and how it’s transforming business internally using big data, enterprise mobility and business intelligence;; and how its affecting external business outcomes like improving the customer experience and innovating products & services.

#digitaltransformation, #iot, #business, A1:S51 #cloud, #bigdata, #data, #security, #job, #infosec, #customerexperience

#iot, #bigdata, #cloud, #tech, #security, #cybersecurity, #analytics, #devops,

#data, #it

Many of these conversations also revolve around digital transformation but they are more technical in nature and involve more specific language such as machine learning, cloud computing, open source and artificial intelligence. There is also a significant conversation about security as it relates to big data, data storage, data management and data in the cloud.

IT moves to open workspaces, but not everyone is happy

Examining the Unbranded Technology Conversation

IT DECISION MAKERS

2%

2%5%

76%

8%

7%

Virtual Reality

Autonomous Driving

Artificial Intelligence

Security

Big Data

Data Center Management

2%

4%

5%

72%

9%

8%

Virtual Reality

Autonomous Driving

Artificial Intelligence

Security

Big Data

Data Center Management

Network Engineers, Developers, IT Managers/Directors, Enterprise Architects

IT EXECUTIVESCIO. CTO, CSO, Vice Presidents of IT OPS, Networks & Data Centers, SVP level

N=2M N=36,640BIG DATA TAXONOMY

data OR bigdata OR "big data" OR analytics OR datascience OR "data science" OR machinelearning OR "machine learning" OR "predictive analytics" OR predictiveanalytics OR "data governance" OR datagovernanceBritopian | #DSDET

Enterprise Security: Which Companies Are Being Discussed?

IT DECISION MAKERSNetwork Engineers, Developers, IT Managers/Directors, Enterprise Architects

IT EXECUTIVESCIO. CTO, CSO, Vice Presidents of IT OPS, Networks & Data Centers, SVP level

N=3K N=200

36%

15%11%

38% Symantec

Intel Security

Trend Micro

Kaspersky

55%

18%

3%

24%

Symantec

Intel Security

Trend Micro

Kaspersky

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45%

37%

11%

7%

Google

Apple

Intel

Samsung

Virtual Security: Which Companies Are Being Discussed?

IT DECISION MAKERSNetwork Engineers, Developers, IT Managers/Directors, Enterprise Architects

IT EXECUTIVESCIO. CTO, CSO, Vice Presidents of IT OPS, Networks & Data Centers, SVP level

N=120K N=7K

43%

33%

10%

14%

Google

Apple

Intel

Samsung

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9%

85%

3%3%

Mulesoft

Informatica

Tibco Software

Talend

2%

80%

6%

12%

Mulesoft

Informatica

Tibco Software

Talend

Big Data: Which Companies Are Being Discussed?

IT DECISION MAKERSNetwork Engineers, Developers, IT Managers/Directors, Enterprise Architects

IT EXECUTIVESCIO. CTO, CSO, Vice Presidents of IT OPS, Networks & Data Centers, SVP level

N=7K N=200

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14%

10%

75%

1%

Equinix

Digital Realty

Century Link

Coresite

13%

5%

80%

2%

Equinix

Digital Realty

Century Link

Coresite

Data Center Management: Which Companies Are Being Discussed?

IT DECISION MAKERSNetwork Engineers, Developers, IT Managers/Directors, Enterprise Architects

IT EXECUTIVESCIO. CTO, CSO, Vice Presidents of IT OPS, Networks & Data Centers, SVP level

N=7K N=200

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Analytics-­driven Storytelling

Community Engagement & Measurement Build a social governance model to ensure all content / ads are within brand / FTC guidelines, listen & response;;

and that all conversations are monitored, responded to, tracked, reported and escalated.

Social Narrative

Deliver an editorial and creative framework to reach the right audience with stories that matter to them;; using content best practices and community engagement.

Audience & Market Intelligence

Influencer Marketing

Empower, train and mobilize influencers to participate and tell the brand story.

Activate them across paid, earned, shared and owned media channels.

Channel Strategy

Build a channel and media strategy based on audience segmentation and native social platform capabilities and user functionality.

Paid Media Activation

Use analytics to determine the best targeting on social channels based on audience behaviors and conversations – where they spend their time and what media outlets the “like”, “follow” and “talk about.”

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Content Must Be Data-­driven

Data

Content Strategy

Your brand is the heroof the story

Your brand is a characterin a story

Your brand comments on a story

Data & insights extracted from the analytics will be used to inform a strategic framework or a creative

platform.

The strategic framework will inform all content creation and creative

assets.

An editorial and creative framework that categorizes content based on guidelines and the brand criteria.

Creative Storytelling

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Laser-­focused Approach On Each Social Channel

Twitter audience is 80% male;; interested in sports and music and most live in the US. Followers engage mostly with product-­related content, but they make up a small percentage of branded tweets.

CONTENT DISTRIBUTION & AMPLIFICATIONUse Twitter to amplify stories, content or campaigns with a focus on driving traffic to brand related web properties.

Facebook audience is 65% female;; interested in technology and live in the US. Community engagement (vs. corporate announcements and other content) posts generate more engagement than the average content.

COMMUNITY ACTIVATIONUse Facebook to activate community to share creative content to their own micro-­communities. Focus on brand advocacy.

Instagram audience is made up primarily of influencers, small business owners, entrepreneurs and creatives that are looking for inspiration to build something amazing.

INFLUENCER MARKETINGUse Instagram to activate influencers through organic engagement and paid programs. Focus on small business solutions and products.

CONTENT THEMES

Sports, music, company news, product launches, 3rd party mentions.

CONTENT THEMES

User generated content, photos, images and other stories related to female audience.

CONTENT THEMES

Targeted influencer content, focusing on benefits of using our products for SMB.

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Optimize Content To Ensure High Performance

20%Facebook Text Rule for promoted

content

Correct use of

#HASHTAGSUsing the right pixel dimensions content shared

on each channel Mobile-­first content

Best time to post content

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Storytelling With Visual And Copy

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Targeting Real Customers And Prospects

INFLUENCERS

UPLOAD INFLUENCERS AS CUSTOM TARGET

AUDIENCE

Custom TiVo ad served

GENERAL AUDIENCE

MATCH MATCH

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Activate Influencer Network Across Multiple Channels

EARNEDMEDIA

Add full list of influencers to Twitter lists for easy monitoring;; begin light engagement

Segment influencers based on their dominant topics of focus

Follow appropriate influencers on Twitter, LinkedIn;; subscribe to their blogs

Engage frequently;; Retweet and favorite influencer content, share their long-­form content/articles

SHAREDMEDIA

Create personalized, creative content targeted towards influencers

Tag influencers on all creative content based on their dominant topics of focus

Add “full” influencer list into custom listening panel to monitor what topics are trending among this group of influencers

PAID MEDIA

Upload full influencer list to Twitter’s Custom Audience product

Target influencers with custom creative, with insights that are extracted from analysis and also the ongoing listening panel

Use topic areas as inputs for Facebook and Twitter keyword/interest targeting to reach new, emerging influencers

Amplify influencer content using content syndication

OWNEDMEDIA

Curate influencer content and/or social profiles for display on the brand’s owned media properties (web site, blog, newsroom)

Invite influencers to participate in conversations within internal communities (mainly for B2B/technology related conversations)

Invite influencers to guest blog;; amplify their content using paid media (promoted tweets, content syndication, etc.)

Low brand participation;; low involvement, low budget

High brand participation;; high involvement, high budget

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… And Don’t Forget The Tools

Editorial Planning

Content Marketing& Publishing

Social CRM & Listening

Advocacy Platforms

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Michael Brito, Head of US Digital Marketingmichael.brito@teamlewis | @britopianSlides: http://bit.ly/dsphilly Britopian | #DSDET