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How to Grab Attention with Audience Intelligence
- 1. How to Grab Attention with Audience Intelligence Michael Brito Hannah Flynn With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 12:30 pm, PT TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1 (562) 247-8422 Access Code: 229-409-778 Audio PIN: Shown after joining the webinar --OR--
- 2. 2 Click on the Questions panel to interact with the presenters
- 3. About Michael Brito Digital OG. Building brands online since Al Gore invented the Internet. 👊🏼 I'm a digital strategist, published author, TEDx speaker, adjunct professor, and avid 49ers and Lakers fan with over 20+ years of experience helping brands break through the clutter and reach their audience with game-changing marketing and communications programs. At Zeno, I do the same: help clients reach their target audience with laser-focused precision ➜ the right story, at the right time, in the right channel and with the right media. This methodology requires a combination of data analytics, audience intelligence, creative, editorial content, targeted paid media and rigorous integration with traditional public relations programs. Previously, I led social marketing at W2O Group and Edelman Digital where I worked with large consumer and B2B brands to launch global digital marketing programs and campaigns. Early in my career, I worked for a few Silicon Valley companies like Hewlett Packard, Yahoo, and Intel building online communities before social media was even a thing. I also served 8 years in the U.S. Marine Corps. About Hannah Flynn Hannah attended The University of Chicago, where she majored in Environmental Studies with a concentration in Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such as Product Management Today, B2B Marketing Zone, Supply Chain Brief.
- 4. 2019 B2B DIGITAL MARKETING TRENDS HOW TO GRAB ATTENTIONWITHAUDIENCE INTELLIGENCE MICHAEL BRIT0 EVP DIGITAL & ANALYTICS ZENO GROUP
- 5. THEREIS ACONTENTANDMEDIA SURPLUS 4.3M 18M 14K 48K $862K 3.7M
- 6. HUMANATTENTIONISATAPREMIUM 12 SECONDS The Average AttentionSpan ofa Human In 2000 8 SECONDS The Average AttentionSpan ofa Human In 2015 9 SECONDS The Average AttentionSpan ofa Goldfish
- 7. TUNNELVISION ISCOMMON 49% of people will disregardbrandedcontentif it bombards themwithads orif they perceive thecontentto be irrelevant
- 8. THEBUYERS JOURNEYIS UNPREDICTABLE 65% of marketersarechallengedwhenit comes to understandingwhichtypes of contentareeffectiveat each phaseof thefunnel
- 9. GOOGLE ISTHEHOME PAGE FOR ALL BUYERS 71% of buyers startthepurchaseprocess withunbrandedsearchterms
- 10. INTERNALLY,THECHALLENGESCONTINUE Limited internalresources Lackof audience insight Slow to react,respond andengage Fragmentedbrandnarrative
- 11. HOW DOWE BREAK THROUGHTHE CLUTTER ANDREACHTHERIGHT AUDIENCE ATTHE RIGHT TIME, IN THE RIGHT CHANNELANDWITHTHE RIGHT MESSAGE?
- 12. It starts with data.
- 16. 1 9 90
- 17. SOCIAL| WEB | MEDIA| CRM| PRIMARYRESEARCHDATA& INSIGHTS REAL-TIME PERFORMANCE EXECUTION & PROGRAMS OPTIMIZATION EARNED MEDIA STRATEGIC PAIDMEDIA INFLUENCER ACTIVATION REAL-TIME CONTENT BRANDEDJOURNALISM INTEGRATED CAMPAIGNS & PROGRAMS S T R A T E G Y
- 19. INFLUENCE How large istheir socialcommunityacross all channels—blogs, contributedarticles,bylines and social? REACH When they create content, howdoes it resonate with their broaderaudience and does it result in engagement? RESONANCE Are theyreferenced by other influencersand inthe targetedmedia? REFERENCE How often are theytalkingabout the topicsthatare relevant toyour business? RELEVANCE
- 20. ANALYSTS GARTNER, FORRESTER, IDG TECH ENTHUSIASTS COLUMNISTS, CONTRIBUTORS MEDIA TOP TIER JOURNALISTS, EDITORS INDUSTRY ASSOCIATIONS, NON-PROFITS
- 21. Lillian is a data strategist, advisor, trainer andpartnerswith executive and engineeringteams to actas a secondset of eyes, offering oversightand recommendationsfor data science andengineeringoperations. Shehas beenfeatured in ZDNet,The Guardian,Silicon Republic, CIODive and Forbes. LILLIAN PIERSON NETWORKSIZE: TOPICAL RELEVANCE TOTAL MENTIONS MEDIA MENTIONS INFLUENCED BY 270K SHARE OF MENTIONS .76% Mentionsby influencerout of the total numberof mentionsacross all influencers within the ITdecision-makerpanel. 9K Total numberof influencermentions within the ITdecision-makerpanelsurrounding relevanttopics and categories. CRAIG BROWN DAN YARMOLUK KIRK BORNE BRIAN THOMAS BOBBY HAYES 500+ 120K 116K 15.8K ARTIFICIAL INTELLIGENCE IoT QUANTUM FUTUREOF WORK AUTOMATION
- 22. DigitalTransformationEnterpriseSecurityArtificialIntelligence DevOps AIconversationgrowingat recordspeed. DevOpsstarted out strongbut hassince declined. DigitalTransformationcontinuesto bea hot topicof discussion. Trending topicsovertime JAN FEB MAR APR MAY JUNE AUG SEP NOVOCT DEC
- 23. %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 EXECUTIVEAUDIENCE SECURITY AUDIENCE
- 26. DEFINE AUDIENCE –Determinewhich audience toidentify,engage and track. DATA COLLECTION -Collectdata frommultiple sourcesbased on time frame –biosearch, content shared, etc. FILTERING –Filterdata toensure thatthe resultsareas cleanand relevantaspossible foreach topic; resultingin a clusteredanalysis. HUMANANALYSIS –Reviewand analyzeeach clustertobetter understand conversationand media driversfor each topic. SECURITYRESEARCHERS INFOSEC SECOPS CHIEFSECURITYOFFICERS DEVELOPERS DEVOPS BUSINESS
- 27. CONSUMER AUDIENCES Sneaker enthusiasts Travel aficionados Millennialswhohave an affinitytowardsEDM& Indie films,livingin Austin Free-spiritedand spontaneous, craftbeer drinkersin Portland Foodies Gamers (PC/Console, eSports) Parent bloggers B2BAUDIENCES IT Influencers (Security,AI, BigData, Blockchain) IT DecisionMakers(Head of Engineering,DataScientists,Security Architects) BusinessDecisionMakers(BDMs) Developers(Java, Python, Full Stack) C-suite (CEO, CTO, CIO, CISO) Human Resources(Head ofHR, CHRO) TraditionalJournalists Analysts
- 29. SCRUM –Weekly meetingsto digthrough the data, mine forinsights,and analyze foropportunities. CONCEPTUALIZE –Brainstormcontent ideas(long-form,short-form, sharable)based on findingsfromthe data. CROSS-REFERENCE –Auditand repackage existingcontent assetstobe distributed. RECOMMEND –Provide content and/or paid media recommendations tointernalteams. What about BusinessInnovationisbeingdiscussed?Is therea content orengagement opportunity?
- 30. %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 EXECUTIVEAUDIENCE SECURITY AUDIENCE
- 33. AFTER2 WEEKS We tendto remember…
- 34. IT CAN CHANGE THE WAYWEACT Storiesbringenergyandpassionto the message. IT CAN CHANGE THE WAYWEBEHAVE Storiescauseusto take action. 3 4 Awellexecutednarrativecaninfluencea potential customer’s purchasingbehavior. Acompellingmessagecan leadto long-lastingbrand loveandarelationshipwith abrand. LONG-TERM CHANGE IT CAN CHANGE THE WAYWEFEEL Storiesdemandan emotionalinvestment IT CAN CHANGE THE WAYWETHINK Storiespiqueand hold interestovertime. 1 2 Brandsneedto buildemotionalconnectionswith customers inorderto stayrelevant. Brandscaninfluencewhat the marketplacethinks of them, beyondthe productstheysell. SHORT-TERMREACTION
- 35. THINK LIKE A PUBLISHER Alaserfocused editorialstrategythat alignscontent andchannelsintoa globalbrandnarrative. 1 CREATIVE AGILITY An agileteam that canconceive,createandsharerelevantcontent across platforms inarapidmanner. 2 OMNI-CHANNEL STORIES Always-oncontent experiencesallowfornarrativesto workacross multiplechannels. 3 DATA-DRIVENCONTENT Integrateanalyticsto measurewhat’s working,optimizewhat’s not andserveas asourceof inspirationfor new content andstories. 4 CUSTOMER EXPERIENCE Buildinganonlinenewsroom requiresskillsetsfromsmart messaging,positioningand copywritingtointuitivedesign,UIand architecture. 5
- 36. + +Understandbrandgoalsthroughinternal consultations;alignon target audience, content assessmentand setup KPIs. BRAND ALIGNMENT = 1 Defineandsegment audiencethrough targeted analysisand sociallistening platforms. AUDIENCE INTELLIGENCE2 Minefor narrativeswith internal stakeholders,executivesandexternal sources. STORY DISCOVERY3 Transformnarrativesto a creativeand editorialstrategy. CONTENT PLANNING4 Producedigitalassetsforcreative storytelling(video,visual,bylines,blogs). CREATIVE PRODUCTION5 Deploycreativeassetsacrosspaid,earned andowned mediachannels. OMNI-CHANNEL DISTRIBUTION6 MEASUREMENT & OPTIMIZATION
- 38. STRATEGIC PROMOTION Promote high-performingcontent basedon sharesandengagement data. Buildstrategicmediaplanto onlypromote storiesand newsbasedonbusiness priorities. PAID MEDIA REPURPOSEEARNEDCONTENT Summarizeearnedandthought leadershipcontent, linkingto theoriginalsource. Sharecontent andtag the author (journalist,analystorinfluencer). EARNED MEDIA SOCIALDISTRIBUTION UseTwitterhandleanduseto distributecontent and engagewithmedia and influencers. Packagecontent usingamorehuman voice,anddistributeto employeesto shareon theirchannels. Socialsharesfromemailsubscribers. SHARED MEDIA BRANDNEWSROOM Allheadlinesand long-formcontent willbeinformed byaudiencedata–language, keywords,hashtagsand trendingtopicsamongthe audience.Useweb analytics data to optimizepostsbasedon organicsearchtraffic andemailclick-throughs. OWNEDMEDIA Organicwebtraffic Linksfrom earnedmediacoverage Trafficfromnewsletter clicks
- 39. Lockdown Security Promoted Download the Latest 2019 Threat Intelligence Report 🔒 http://bit.ly/2mLUg2g REPORT: Learn about the latest security threats and get your network on lockdown! lockdownsecurity.com broughttoyouby Download the Latest 2019 Threat Intelligence Report 🔒 Michael Brito likes Lockdown Security Download the Latest 2019 Threat Intelligence Report The Top 10 Cybersecurity Threats for 2019 Combining Threat Detection with Artificial Intelligence It’s Time to Lockdown Your Network Lockdown Security
- 40. REACHINGTHE1%& 9%WITH TARGETED PAID MEDIA STRATEGICPAID
- 41. 3% 5% 20% 0% 5% 10% 15% 20% 25% Facebook Twitter LinkedIn (% of Audience) Average OrganicReach(% ofAudience) 3% 5% 20% 17% 15% 27% 0% 10% 20% 30% Facebook Twitter LinkedIn (% of Audience)Assuming100K Fans Agerage OrganicReach(% ofAudience) AveragePaid Reach(%ofAudience, $100Promotion/post) ORGANICREACH PAIDREACH
- 42. LOOK-A-LIKE AUDIENCES HIGHLY RELEVANT, TARGETED AD Lockdown Security Promoted
- 43. 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
- 44. DOWNLOAD 2018 Security Threat IntelligenceReport GET OURLATEST RESEARCH. DOWNLOAD 2018 THREAT INTELLIGENCE REPORT Get Your Copy Now! DEMANDGEN: DATA DRIVENA/BTESTING H E A D L I N E S & P H O T O G R A P H Y T Y P E S
- 45. NOTJUSTSAFE, NINJASAFE. DOWNLOAD 2018 Security Threat IntelligenceReport DOWNLOAD 2018 Security Threat IntelligenceReport GET OURLATEST RESEARCH. DEMANDGEN: DATA DRIVENA/BTESTING C O L O R S , L A N G U A G E , L O G O P L A C E M E N T , I C O N O G R A P H Y
- 47. 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 MachineLearning Deep Learning AI Big Data Security Quantum AUDIENCE TRENDINGTOPICSAUDIENCE CONVERSATION% BRAND A 35% BRAND B 30% BRAND C 10% BRAND D 25% Audiencesharedthe Artificial IntelligenceeBook CustomerEvent–Influencer Activation CLUSTERED CONVERSATIONS CLICKS TO BRAND.COM Brand’sAIAnnouncement
- 48. M I C H A E L B R I T O MICHAEL.BR ITO@ ZE NO GR OU P.COM THANKYOU
- 49. 49 Q&A EVP, ZenoGroup Linkedin page: in/michaelbrito Twitter ID: @Britopian Website: zenogroup.com Site Editor, B2B Marketing Zone Linkedin page: in/hannahmichaelflynn/ Twitter ID: @b2bmarketingz Website: b2bmarketingzone.com Michael Brito With: Hannah Flynn Moderated by: www.b2bmarketingzone.com/webinar-series/trends-in-b2b-marketing