Spark 2017: Share-of-Voice in the Social Age: What Do We Really Care About? by Chad Berndtson

1. SoV in the Social Age:
What Do We Really Care About?
Chad Berndtson
Dir, Content Marketing & Social Media

2. 2 | © 2015,Palo Alto Networks.Confidentialand Proprietary.
• More than 37,500 customers – 1,000+ added per quarter for the last 21 quarters – in 150+
countries across multiple industries
• Over 85 of the Fortune 100 and half of the Global 2000
• Fiscal year 2016 revenue was $1.4 billion, a 49% year-over-year increase – significantly
outpacing the industry
• Ranked an enterprise firewall market leader by Gartner in 2011, 2012, 2013, 2014 and 2015
(published May 2016)
• Global support organization (Americas, EMEA, Asia and Japan) recognized for exceptional
services, including J.D. Power and TSIA “Outstanding Customer Support Experience” (2015;
2016) for assisted support and TSIA “Outstanding Worldwide” rating (2015) for commitment to
customer support
• Ranked #1 as “best place to work” in the Bay Area by SF Business Times (2016)
• ~4,100 employees worldwide

3. Comms Environment in 2017
Digital and
social
comms
Dark
social
Chat
apps
AI
Vicarious
experience
Creative
advertising
Blockchain
Mobile
ABM
Measurement
SEO
Predictive
NBA
Visual
analytics
Share of
voice
Social
proof

4. 4 | © 2015,Palo Alto Networks.Confidentialand Proprietary.

5. 5 | © 2015,Palo Alto Networks.Confidentialand Proprietary.
Social consumption
Priority publications
Presence
“Anecdotal” wins
Crisis comms
1.0
Segmented SOV
Social conversion tied to CRM
Influence marketing and intent data
Business outcomes
Proactive rep management
3.02.0
PR SOV
Social engagement
Priority influencers
Rep monitoring
PR + social SOV
“Beat the algorithm”

6. 6 | © 2015,Palo Alto Networks.Confidentialand Proprietary.
DO
• Think mobile
• Think local
• Think atomized
• Think “long game”
• Focus on listening
• Investigate new advocacy
models
• Think fewer and more strategic
platforms
• Drive relentless consistency in
messaging
• Think co-creation vs. creation
• Tie everything you do to a
business outcome
• Consider hybrid roles on top of
hybrid competencies
DON’T
• Let the data lead you
• Focus only on what’s easily measured
• Chase shiny objects
• Create social and content graveyards
• Confuse the availability of information with the
importance of it

7. Growing
importance
Waning
importance
Curiosity
Tactical
Social “stack”

8. 8 | © 2015,Palo Alto Networks.Confidentialand Proprietary.
“There is no more B2B or B2C: It’s Human to
Human, #H2H. Social and marketing need to
work together to personalize individual
conversations, as well as deliver shared global
experiences that crowds of common values can
benefit from. This is what our social and digital
mediums have gifted us, and how humans
interact and feel more compelled to take action.”
-BRYAN KRAMER, CEO, PureMatter