somnio q3 2016 digital trends
TRANSCRIPT
HelloDigital Trends Report, 2016
Quarterly, we publish digital trends updates focused on the key trends in digital marketing, consumer behavior, and digital strategy.
SOMNIO research Forrester Partner
Next Generation Audience Analysis
Metrics That Matter
Rethink Social Strategy
Virtual Reality in B2B
The Power of Third-Party Content
ROI Case for Strong B2B Brands
Empowering Audience Intelligence
Somnio is an Austin-based full service B2B digital marketing agency. Our mission is to create integrated digital marketing that connects enterprises with their target audiences to inspire action and drive results.
Interactive Websites / Microsites Mobile Applications Product Demos Assessment Tools ROI Calculators Sales Enablement Tools Video Production Anthems Product Demos Live Action Production Visual Design Services Infographics: Static/Interactive Iconography Banners Presentations Animated GIFs
Design Strategy Design Workshops Persona Development Information Architecture User Experience Specification Documents Digital Style Guides Digital Platforms Community / Social Media Lead Generation Partner Portals Campaign Strategy Integrated Content Strategy SEO Research Content Optimization
Social Media Content Distribution SEO Keyword Optimization Connected Content Blogs & Website Optimization Copywriting SEO/Analytics Video Optimization Tagging, Title, Descriptions SEO Email HTML Development Copywriting SlideShare Presentations
STRATEGY CONTENT ENGAGEMENT
Metrics That Matter
Rethink Social Strategy
Virtual Reality in B2B
The Power of Third-Party Content
ROI Case for Strong B2B Brands
Empowering Audience Intelligence
Metrics That Matter
Metrics That Matter For B2B Marketers
Forrester, 2016
According to Forrester, the metrics marketers value today may be misleading. By focusing on the wrong metrics we cannot truly understand our impact.
Actions Vs. Business Results
Leads Followers Traffic Attendees Pipeline ROI
Retention Market Share Category Ownership Efficiency CAGR
Value business results over actions
Measurement
Lead conversion rates Mindshare Share of voice Customer acquisition costs Customer acquisition through lifetime value
Business Results
Retention Market Share Category Ownership Efficiency
The Big Idea A Smaller Idea Another Thought The New Digital Funnel
60% of B2B buying decisions happen prior to the lead
74% of ITDMs prefer website transactions
59% prefer to never interact sellers
The Big Idea A Smaller Idea Another Thought
60-80% of buyer’s time is spent here
But 60-80% of spend is often located here
Biggest missed opportunity is here
CX and Advocacy
(Study, AT&T versus the ISP market )
AT&T ranked as top in Forrester CX index (customer experience), but only low to middle of the road in capabilities.
CX and Advocacy
(Study, AT&T versus the ISP market )
However during the same time period AT&T had the highest revenues, subscribers, and CAGR (29%)
SOMNIO takeaways
Business results metrics over actions
Biggest influence of CATLV is before the lead and after the sale
CX and Advocacy greatly impact category ownership and CAGR
Rethink Social Strategy
30-50% 30-50% 10-20%
daily active users 100M
daily active users 320M
daily active users 1.6B
Average B2B Percent of Spend
When asked which social media platforms (B2B) decision makers consult when making a purchase decision, it’s clear that these individuals are willing to consider
relevant information regardless of the channel they find it on.
Breaking the Professional Social Network Myth Vanson Bourne Study, 2016
The nature of work is changing. You workday does not begin and end in an office. Personal and Business lives are blending together as a result.
Survey of 1000 IT Decision Makers in IT (US and UK study)
B2B Buyer’s Journey:
24% Say Facebook is preferred
17% Say LinkedIn is preferred
6% Say Twitter is preferred
Survey of 1000 IT Decision Makers in IT (US and UK study)
Why?
18 days/month is spent on Facebook
13 days/month is spent on LinkedIn
GOAL: Drive 2,000 Freemium Sign-Ups in Q3
+Watson Analytics: The Moment
Campaign Snapshot
• 40 overhauled assets of existing content (with focus on SEO & CTA upgrade) • 2 creative refreshes
• 107 new brand assets:
✓ 10 commercial-quality videos
✓ 5 feature-focused blogs
✓ 5 how-to premium articles
✓ 39 unique designs turned into 78 unique social tiles
✓ 5 blog headers
✓ 4 animated GIFs• 102 social posts across Twitter, LinkedIn, and Facebook • 10 deployment guides
Persona-Driven Content Ecosystems
Awareness Engagement Conversion
Results
150% 4,000+ 8,380+To plan after only 63 days of
quarter long campaign. Registrations for
Watson Analytics SoftwareMembers of the Watson
Analytics Facebook community acquired from the ground up
SOMNIO takeaways
Relevant content is the most critical factor
Use Facebook to reach a higher audience concentration
Have an omni-channel strategy that differentiates between social platforms
Invest in follow acquisition to lower CAC over time
Virtual Reality in B2B
The Coming Wave of Virtual Reality
Forrester, 2016
According to Forrester, the velocity of VR headset usage by the enterprise will outpace and exceed that of the consumer by 2017.
Why VR?: Habituation
VR intensifies the stimulus making familiar information more memorable.
The diminishing pleasure we receive from a repeated stimulus.
Why VR?: Use Case: The New York Times
Distributed 1.3M Google Cardboard.
Saw highest downloads in first three days.
92% early views came from Cardboard VR.
2020:
52.3 Million Consumer Devices
22.2 Million Enterprise Devices
Enterprise will in many instances outstrip consumer usage.
Use Cases: Internal
B2B2C
Use Cases Examples Real Estate
Healthcare
Retail (Chevy)
eCommerce (Retale.com)
Business Intelligence (Genesys)
Insurance (Genworth, Aging Suit)
SOMNIO takeaways
Keep an eye on VR
Where appropriate create or repurpose familiar video content in VR
Leverage inexpensive accessories to bring VR to your audience
The Power of Third Party Content
Use Third-Party Content To Attract And Persuade Elusive B2B Buyers Forrester, 2016
“Almost two-thirds of survey participants (64%) say vendors give them too much material, and half call most of it “useless.”
The Case for a Third-Party Content Strategy
81% of CIOs report having trouble finding helpful content while making a purchase
decision (IDG, 2015).
50% want to see more impartial, independent commentary on vendors
that assist them on the purchase process.
The Case for a Third-Party Content Strategy
87% Say traditional media coverage is important to the purchase decision.
41% of ITDMs say that the single biggest change vendors can make is by sharing
more external opinions as part of their overall marketing strategy.
GOAL: Drive 10K social media conversions & 5K virtual event registrants
+IBM INSIGHT
Strategy
Somnio proposed a 360 degree campaign approach, focused on mobile and digital channels, that progresses our target audience from discovery to sign-up. The differentiated message focused on insightful information relevant to big data topics, leveraged key influencers and joined organic conversations surrounding big data and events.
Somnio monitored market social sentiment around key topics to create the content. Then we used emerging digital tactics like ThunderClap, Twitter Auto-Play (first time for IBM), animated GIFs, and native mobile video placements to inspire conversations and nurture to conversions.
Examples
Results
17,000 9,781 2MMSocial Conversions, 184%
increase from 2014Registrants for IBM GO virtual
event. 97% over goal. Organic Impressions
SOMNIO takeaways
Lead with education & new thought strategy backed with data, then sell
Establish an influencer strategy: build, recruit, and market through
Establish engagement communities and foster growth
Help buyers build a business case (testimonials, ROI tools, presentations).
The ROI Case for Strong B2B Brands
How To Build A Strong B2B Brand Experience Forrester, 2016
“Campaigns win quarters, brands win decades.”
Forrester predicts that in the era of customer experience, it will be the strong brands that outperform the market.
The Business Case for a Strong B2B Divisional Brand
(Survey of 42 publicly traded companies)
In 2011, comparing traditional campaign advertising vs (brand) storytelling, the latter approach garnered 1900% more social media mentions
And 10 percent more positive mentions
The Business Case for a Strong B2B Divisional Brand
These companies spent almost two-thirds less on paid media per dollar of revenue from 2008-2013, and experienced double the social media mentions
Their annualized revenue growth rate from 2007-2011 was 70 percent higher
And their annualized share price growth was 227 percent higher
(Survey of 42 publicly traded companies)
More evidence. Not convinced? Strong Brands:
Outperform the S&P 500 by 39%
Deliver 20% higher margins
Deliver 27% higher stock market value
Even more evidence. Not convinced? B2BDMs:
10% more likely to consider brands they know and feel connected to
84% start the buyer's journey from a referral
CASE STUDY: IBM
The Big Idea A Smaller Idea Another Thought
Forbes:
IBM 2013: #4 (50.7B) IBM 2014: #5 (47.9B) IBM 2015: #5 (49.8B) IBM 2016: #7 (41.4B)
19% Decline
Millwood Brown:
IBM 2013: #3 IBM 2014: #4 IBM 2015: #4 IBM 2016: #9
30% Decline
IBM Market Performance (2006-2016)
60% of the B2B buying decisions happen before a lead is generated.
The focus must shift to divisional brand engagement to yield high quality leads.
Brand Engagement Leaders
Adobe
Brand Engagement Leaders
Pardot
Relevant Content Award
Air Canada
HOW TO: Successful Divisional B2B Branding
A good brand must:
Spur rational and emotional preference Be relevant Spans the buyer’s journey
Be consistent Nurture to lead generation Measure the metrics that matter
Share of voice Website traffic Branded searches Time on site Sales cycle velocity
Brand Compass:
Anchor solutions to customer needs Root it into the division culture Define the future vision Differentiate Make yourself essential
Brand Compass:
Speak to innovation Be inspirational, or inspire new ideas Provide thought-leadership Create and engage on communities HELP FIRST, SELL LATER
GOAL: Drive 4K Visitors to the Cognitive Studio
+IBM @ SXSW
Campaign Snapshot
Awareness RevealTeaseT RA
Details: •Purpose: Spread awareness within the target audience of IBM’s presence at SXSW and entice them to experience the IBM venue
Details: •Purpose: Tease the announcement of a core experience within the IBM venue and drive curiosity/excitement for IBM at SXSW
Details: •Purpose: Announce a core pillar of the IBM venue and generate excitement and anticipation to attend IBM’s cognitive experience
Awareness Tease Reveal
VR Cycling with Dave HaasePerplexing language was purposefully utilized within the tease and setup for the Virtual Reality experience at
the IBM Cognitive Studio. The goal was to create a bit of a riddle within the audience’s mind around how something was going to be possible, before releasing the full details the following day.
Tease
Reveal
4,000Total sessions
22%Returned for a second session
420 sec.Average session length: 7 minutes
The Maker’s MosaicThe Somnio Maker’s Mosaic is a touch-screen application that curated a
personalized tour of IBM Watson Developed Applications for events.
Features:• Table tracking • Social sharing & personalized email follow up • Live data feed to flat panel event displays
• Personalization through a NFC wristband • Full Watson Application integration • Solutions layer explains the applications
Total Attendance: Over 8,500!The IBM Cognitive Studio, open from 3/11 - 3/15, drew over 8,500 total
attendees against a goal of 4,000 attendees. This blew away expectations. With a consistent line out the door and a packed house inside, the buzz
around IBM’s Cognitive Studio was felt across SXSW.
Line out the door
Packed house inside
Buzz on the street
Happy attendees
SOMNIO takeaways
Divisions must adopt brand storytelling
Brand and storytelling are critical for cost savings and bottom line performance
Communities, thought leadership, and social engagement amplify brands
Harnessing Explosive Growth of Audience Intelligence
According to IBM, “Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.”
Differentiator: Real Data Science
Somnio can predict demographics, interests and digital behaviors across an audience to empower marketing efforts. Classifiers predict attributes on the individual level, to add structure and insight into your audience.
Differentiator: Real Data Science
DATA SOURCES
First-Party Data
Public Social Data
CRM Customer Loyalty Email House Lists
Audience Competitor Audience
CLASSIFICATION ACTIVATE
Audience Insights
Digital
Persona Segments Brand Affinities Top Influencers
Look-a-like audiences Media placement
Email Marketing
New segmentation w/ personalized content
People Database
300M Searchable Portraits
DEMOGRAPHICS PSYCHOGRAPHICSAge InterestsRace OccupationGender PersonaParental Status Digital ConsumptionMarital Status Top WordsLocation InfluenceInterest Brand SentimentLanguage Brand MentionsPolitical Affiliation Social PlatformSexual Orientation Life StageIncome Purchase Behavior
DATA-DRIVEN PERSONASPROFILE-LEVEL INSIGHTS
BRAND ADVOCATE IDENTIFICATIONKEYWORDS USED BY AUDIENCE SEGMENT
Differentiator: Cognitive Audience Insights
Marketing Impact
Identify high-value personas and key segments. Perform competitive analysis.
LEAD GEN / INFLUENCER ID
AUDIENCE INTELLIGENCE
MEDIA PLANNING & ACTIVATION
PERFORMANCE ENHANCING DATA TM
Identify top prospects, brand advocates and industry influencers.
“Stitch” first-party data with third-party data to identify additional attributes and behaviors for existing customers.
(Given CAI insights,) Personalize messaging and activate target audiences with high precision.
PROFILE-LEVEL INSIGHTSCOGNITIVE INTELLIGENCE SOLUTIONS
Reactive Content Strategies
SOMNIO takeaways
Understand people behind brand conversations
Identify high-impact audience segments
See beyond simple social media vanity metrics
Act on more sophisticated analysis, targeting and activation
THANKYOU
Resources
1. Metrics That Matter:
https://www.forrester.com/report/Metrics+That+Matter+For+B2B+Marketers/-/E-RES60331
https://www.forrester.com/report/Customer+Experience+Drives+Revenue+Growth+2016/-/E-RES125102?utm_source=forrester_eloqua&utm_medium=email&utm_content=doc3-125102&utm_campaign=2016_q2_ff_june28
2. Breaking the Professional Social Network Myth http://www.netimperative.com/2016/06/1-4-decision-makers-choose-facebook-linkedin-twitter-making-purchasing-decisions/
http://www.adweek.com/socialtimes/heres-how-many-people-are-on-facebook-instagram-twitter-other-big-social-networks/637205
3. The Coming Wave of Virtual Reality: https://www.forrester.com/report/The+Coming+Wave+Of+Virtual+Reality/-/E-RES133941
4. Third Party Content to Attract and Persuade a B2B Audience: https://www.forrester.com/report/Use+ThirdParty+Content+To+Attract+And+Persuade+Elusive+B2B+Buyers/-/E-RES133483
5. How to Build a Strong B2B Brand Experience
https://www.forrester.com/report/How+To+Build+A+Strong+B2B+Brand+Experience/-/E-RES103621
ttps://brandstorytelling.readz.com/the-roi-of-brand-storytelling
http://wppbaz.com/charting/19
http://www.forbes.com/powerful-brands/list/#tab:rank
GOAL: Drive 250% Increase in Social Media Share of Voice
+Dell Cloud: Cloud Ready
Campaign Snapshot
Strategy was to focus on Dells unique POV on Cloud and offer thought leaderships and compelling strategies to engage the audience.
• 60 overhauled assets of existing content (with focus on SEO)
• 1 comprehensive brand redesign
• From scratch go-to strategy development
• 50+ new brand assets:
✓ 3 industry thought leader ecosystems ✓ 3 expert vignette videos ✓ 2 animatic videos built for Twitter autoplay ✓ 5 feature-focused blogs ✓ 1 interactive white paper ✓ 40 unique social media tile designs ✓ 4 animated GIFs
• 160+ social posts across Twitter and LinkedIn
• 20 deployment guides
Pain Point-Driven Ecosystem
Attention Empathize Alleviation
Results
800%
1100%
2MM
Increase in social medial engagements
Increase of share of voice. Campaign goal: 250%
Organic Impressions
154
65
283
1,250
Cloud Ready Campaign Launch
Note: Data representative of Twitter and LinkedIn. All data sourced from Sprinklr.30,000Mentions of Dell Cloud
during campaign
Goal: Establish a brand, build equity, and create progression to pipeline.
+Global Campaign Partnership
Campaign Snapshot
Multi-quarter Global Campaigns
Discovery Education Lead & Relationship
Promoted Media Accelerating Science
Feature Articles
Cell Culture Cafe Gated Webinars
Campaign Content
Content Destinations
Lead Generation
YouTube
Syndication
One ClickThermo Fisher Scientific Web
Properties
Thermo Fisher Scientific Social Properties
Expert Vignette & Anthem Videos
Net-new Blog Posts
Pre-existing Content
Commercial-quality Video
Premium Blog Content and Feature Articles
Results-focused Social Media
Launched first LinkedIn Showcase Page
Logo Design
Blogging Guidelines
PowerPoint Design Email Nurture Campaigns
Community/Media Management Content Workshops
Old Site
Website and User Experience Re-Design
New Site
Website and User Experience Design
GOAL: Drive 4K Visitors to the Cognitive Studio
+IBM @ SXSW
Campaign Snapshot
Awareness RevealTeaseT RA
Details: •Purpose: Spread awareness within the target audience of IBM’s presence at SXSW and entice them to experience the IBM venue
Details: •Purpose: Tease the announcement of a core experience within the IBM venue and drive curiosity/excitement for IBM at SXSW
Details: •Purpose: Announce a core pillar of the IBM venue and generate excitement and anticipation to attend IBM’s cognitive experience
Awareness Tease Reveal
VR Cycling with Dave HaasePerplexing language was purposefully utilized within the tease and setup for the Virtual Reality experience at
the IBM Cognitive Studio. The goal was to create a bit of a riddle within the audience’s mind around how something was going to be possible, before releasing the full details the following day.
Tease
Reveal
Somnio Makers Mosaic
The Somnio Makers Mosaic is a touch-screen application that curated a personalized tour of IBM Watson Developed Applications for events.
Makers Mosaic Key Features:
• Personalization through a NFC wristband • Full Watson Application integration • Solutions layer explains the applications • Table tracking • Social sharing • Personalized email follow up • Live data feed tracking table use
4,000Total sessions
22%Returned for a second session
420 sec.Average session length: 7 minutes
The Maker’s MosaicThe Somnio Maker’s Mosaic is a touch-screen application that curated a
personalized tour of IBM Watson Developed Applications for events.
Features:• Table tracking • Social sharing & personalized email follow up • Live data feed to flat panel event displays
• Personalization through a NFC wristband • Full Watson Application integration • Solutions layer explains the applications
Total Attendance: Over 8,500!The IBM Cognitive Studio, open from 3/11 - 3/15, drew over 8,500 total
attendees against a goal of 4,000 attendees. This blew away expectations. With a consistent line out the door and a packed house inside, the buzz
around IBM’s Cognitive Studio was felt across SXSW.
Line out the door
Packed house inside
Buzz on the street
Happy attendees
Video Services
Video Solutions
Animations Technical/Reference Narrative
Examples: Brand Anthem Video
A brand anthem video for Thermo Fisher Scientific who creates products for scientists and researchers. We wanted to take a step back tell the story of why Thermo Fisher Scientific exists.
