Digital Trends

SOMNIO

PROPRIETARY & CONFIDENTIAL

AGENDA

• About Somnio

• Trends

• Case Studies

About Somnio

Somnio is an Austin-based, full service B2B digital marketing agency. We consist of mobile, forward-thinkers that specialize in simplifying complicated solutions. 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 Event Interactive Experience Video Production Motion Graphics Videos Live Action Production Visual Design Services Infographics: Static/Interactive Iconography Banners Presentations

Design Strategy & Research Design Workshops Persona Development User Experience Maps Specification Documents Digital Branding Digital Platforms Community Creative Suites Partner Portals Workflow Management CMS Campaign Strategy Integrated Campaign Strategy Cognitive Buyer Intelligence Content Optimization

Social Media Content & Distribution Integrated Campaigns

SEO Blogs & Website Optimization Copywriting SEO/Analytics Media Buying Social Content Syndication Mobile Display Advertising SlideShare Presentations

STRATEGY CONTENT ENGAGEMENT

What We Do

Trends

Post-Modern ContentMarketing User-Generated Content Account-Based

MarketingThe Future of Artificial Intelligence Marketing

Trends

Post-Modern ContentMarketing

Trend

POST-MODERN CONTENT MARKETING

Successful B2B marketing executives are taking a more customer-centric and integrated approach to content. Success is including audience insights and intelligence, integrated into content marketing planning.

(The CMO. See the article.)

THE PROBLEM

Content marketing is not creating a windfall of quality leads.

“White Noise Effect” — pressures to produce content by all brands have created a high inventory competing for attention. Most of the content does not resonate, leading people to tune out.

"B2B CMOs and senior marketing executives not satisfied with their progress with content investments must understand the effect of major changes in information discovery, consumption, and interaction

among business customers."

THE SOLUTION

Better Content

Empathy Integration

Understanding the job for which the client is hiring and the questions they have.

Connecting content and distribution channels together so it facilitates multiple, connected actions.

THE SOLUTION

Better Content

Empathy “The primary motive of the B2B customer is to do their jobs better”

1. Understand the issues they are struggling with. 2. Understand the questions they are asking. 3. Produce helpful content that addresses their issues and questions.

THE SOLUTION

Better Content

Integration

1. Where do they consume content? 2. How can we connect content channels? 3. How do we scale and repurpose content? 4. How do we bridge to sales enablement?

THE HOW

TRY

LEARN

DISCOVER

√

Begin by answering these questions for every audience persona:

• What is the job they are hiring your product to do? • What are the functional and emotional requirements?

• What questions do they have? • How do they ask the question?

• Where do they consume content? • What content do they consume?

Empathy

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 Consumption

Marital Status Top WordsLocation InfluenceInterest Brand SentimentLanguage Brand MentionsPolitical Affiliation Social PlatformSexual Orientation Life Stage

Income Purchase Behavior

Somnio can stitch together Forrester research to 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.

THE HOW

Partner with research agencies to stitch multiple data sets to build out personas and conversation guides.

DATA-DRIVEN PERSONASPROFILE-LEVEL INSIGHTS

BRAND ADVOCATE IDENTIFICATIONKEYWORDS USED BY AUDIENCE SEGMENT

THE HOW

Sample Somnio Cognitive Profile Insights

THE HOW

TRY

LEARN

DISCOVER

√

Customers respond to multiple forms of content.

Integration

Email

White Papers/Case Studies

Video

Blogs

Social Media

Tools

THE HOW

According to IDG, B2B buyers consume many pieces of content and make decisions in large committees.

HOW THEY DO IT

CASE STUDIES

Zendesk’s (a customer support platform) took a three step approach to revamping their content strategy. The first phase included research, aligning content, and reviewing sales data. Phase two focused on repurposing content and developing a framework, and phase three involved administering sales enablement training tools and guides.

Results:

730% increase in deal closings, with 5,000 companies 130% increase quarter over quarter in outbound booking amount

See Results

CASE STUDIES

YouEarnedIt (employee recognition and reward platform): A multi-touch campaign that included several guides, lists, and a conference panel at SXSW.

Amplification of content:  Landing Page Social  Email  Guest (Influencer) Blogs Email Nurture

Results: 270 new sales-qualified leads 11% contact to SQL conversion rate

See Results

DRIVE-TO CONENT

SOMNIO EXAMPLE

SmartPack Model

A fully integrated search and social-focused, integrated content campaign. Based on the topics and pain points your audience cares about, each SmartPack contains highly relevant content consisting of videos, digital white paper (SmarterPaper), sales kit, and social campaign. Each SmartPack is distributed bi-weekly, one per topic, through the channels your audience is present in.

Contents:

SmarterPaper (digital landing page) 3 Videos 3 Blogs Seller Presentation Email Template Social Advertising Campaign

X

User-GeneratedContent

Trend

User-generated content can be defined as any form of media that is created by consumers or end users and is publicly available to other consumers and end users.

This commonly includes

• Discussion Forum Posts • Images

• Reviews

WHAT IS UGC?

But also includes

• Audio

• Videos • Blogs

“UGC is digital word-of-mouth marketing”

UGC is the next iteration of word of mouth (WOM) as it is a direct lifeline to building WOM. UGC is a considerable brand builder as it drives brand metrics such as:

• Brand Awareness

• Favorability • Purchase Intent

THE ROLE OF UGC

Source of product information that matters to buyers:

WHY UGC?

The big brand breakup

1.Survey of 20K consumers in the UK revealed that respondents wouldn't care if 94% of brands disappeared altogether. (Havas, 2015)

2.Ad blocking trends.

• Search Ads 50% • Video Ads: 53% • Website Ads: 55% • Native Mobile Ads: 54% • Email: 49% • Radio: 35% • TV: 34%

In 2015, Millward Brown conducted a study that measured the performance of UGC content that was shared by a friend vs. by a brand or media property.

The test showed that UGC drove significantly stronger awareness:

• Among consumers who claim to not frequently purchase the category • Among those who say they are neutral or not receptive to sponsored ads

that showcase products and services

WHY UGC?

Source: Millward Brown Digital 2015

UGC vs. Vertical Norms: Among Overall Audience

WHY UGC?

55% North American adults surveyed say they look daily or once a week

online to what others are saying about a product.

92% consumers trust peer recommendations above all forms

of advertising. (Nielsen)

28%  increase in brand engagement when users are exposed to both

professional and UGC. (Comscore)

increase in conversions when organic images are used rather than product shots. (Everscore) 25%

increase in time on site when social content is integrated on their website. (Forrester Research) 20%

WHY PEOPLE SHARE

Source: Motivations for content generation in social media; Journal of Audience and Reception Studies 2015

Do people share? Yes!

Research has shown that the main motivation for content generation within social media falls into two buckets: internal and extrinsic motivations.

• Self-expression motivation (To share information about their lives) • Acknowledgement • Ego• (Study) Talking about ourselves gets us high!

• Incentive motivation (acknowledgement of one’s self-expression) • Accomplishment/Reward• Competition

• Peer influence (Motivation through inclusion, group think) • Authority • Social Proof• FOMO

How UGC Works

HOW IT WORKS

UGC

Community

Social Commerce

Content Marketing

Awareness

Consideration

Loyalty

Purchase

HOW UGC WORKS

TRY

LEARN

DISCOVER

√

UGC can be integrated throughout the user journey with some main mechanics amplifying its efforts. Marketers can create AND curate from the following:

DiscoveryAdvocate

Learn

Try

Buy

• Influencers

• Communities • Simple content

• Contests • Events

UGC BEST PRACTICE

Social Media Influencers Identified by Somnio

One way to identify key influencers is through Somnio’s social listening platform which takes a consumer-focused approach. Influencers are chosen based on

reach and relevancy which are then vetted for viability.

1. Carefully select your audience with those who show a high probability to share

2. Create very specific objectives around brand building, support the customer journey, or identify relevant insights about customers and products.

3. Have a strong story and know who the story tellers are

4. Incentivize creators with intrinsic and extrinsic factors

5. Monitor and adapt content to ensure it’s brand safe

6. Use UGC across multiple channels injecting in social paid and owned experiences

HOW THEY DO IT

EXAMPLE: x.ai

Website Product Info UGC Promotion

HOW WE DO IT

Acting on UGC: Creative Concept

We will create “The Collective Collage”: an interactive collage of all user-generated content surrounding a topic or event. The content will be comprised of media from the following sources: • Social (Twitter, Facebook, Google+) • Videos (YouTube) • Articles and Blogs • RSS • User-generated Audio and Video Blogs • Influencer Content

Users on the web or at event can explore content by relevancy

WHAT WE PROPOSE

X

Account-BasedMarketing

Trend

ACCOUNT-BASED MARKETING

ABM is currently more of a popular search keyword than a category or a strategy.

In B2B: more than 70 percent of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs (Serious Decisions).   Not surprising is that 73% of B2B survey respondents agree that, as an industry term, ABM lacks specificity and gets applied to many different approaches inconsistently.

WHAT IS ACCOUNT-BASED MARKETING?

A structured approach to developing and implementing highly-customized marketing campaigns to markets of one, i.e., accounts, partners, or prospects. This approach involves alignment between marketing and sales, taking a close look at key business issues facing the target, mapping them to individuals and tailoring campaigns to address those issues.

ABM Content is relevant and personalized to the highest degree

WHAT IS ACCOUNT-BASED MARKETING?

Flip the Funnel

Traditional: Account-Based Marketing:

Attract

Engage

Drive Demand

Progress the Buyer

Identify the Buyer

Expand into Buyer Group

Engage

Build Advocates

WHY ABM?

97% of marketers say account-based marketing has higher ROI than

other marketing activities.

0.75% of leads generated become closed revenue (Forrester).

80% of the buying process will occur without any direct human-to-human

interaction (Forrester).

of marketers say ABM provides significant benefits to retain and

expand client relationship. 85%

AN ABM STUDY

How ABM Works

HOW IT WORKS

Keys: 1.Account ID 2.IP Sourcing/Pixeling -- Key! 3.Customization of Content 4.Asset Allocation and Cadence

HOW WE DO IT

Acting on ABM: Creative Concept

IBM: ACCOUNT-BASED ADVERTISING PLAN

Company Name Current Vendor

1 AT&T Inc. xxx

2 Government of The United States xxx

2 Wal-Mart Stores, Inc. xxx

3 HP Inc. xxx

4 Cisco Systems, Inc. xxx

5 American Express Company xxx

6 Northrop Grumman Corporation xxx

7 Jpmorgan Chase & Co. xxx

8 Citigroup Inc. xxx

9 State Farm Mutual Automobile xxx

10 AT&T Inc. xxx

+2,000 brand-safe sites

High-Value Accounts Advertise to high-value companies

Measure results by account and pursue top leads

Somnio + IBM Identify highest-value

prospect accounts

Creative assets developed and

distributed to the predetermined high-

value accounts

Results are measured and top

performing/most engaged

accounts relayed to sales team

ACCOUNT-BASED ADVERTISING PERSONALIZED AD CREATIVE

General Company Targeted

Learn More

COMCASTBUSINESSDRIVESBUSINESS

Learn More

SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS

Learn More

SEE HOW HEALTHCAREIS DRIVING BUSINESS

Learn More

[COMPANY NAME] EVER WONDER WHAT IT’S LIKE TO SIT ON A CLOUD?

Company Size Industry Custom

• Display ad and retargeting creative is customizable to pre-defined parameters ensuring target accounts see custom content

OUR PLAN: CUSTOM LANDING PAGES

X

The future of account-based marketing is artificial intelligence.

• targeting • personalization • automated buyers journey • “business concierge”

x

The Future of Artificial Intelligence Marketing

Trend

ARTIFICIAL INTELLIGENCE MARKETING

AI is revolutionizing industries. Marketing and advertising is already embracing AI and new agencies are emerging as specialists. AI presents new opportunities and will render old strategies obsolete.

ARE WE READY?

Forrester surveyed business and technology professionals and found that 58% of them are researching AI, but only 12% are using AI systems.

THE OPPORTUNITY FOR MARKETING

• New and better customer-engagement models

• Increase the value to customers from awareness to advocacy

ACTING ON AI FOR MARKETING

NLP (natural language processing) - convert audiences natural language into marketing actions by synthesizing the insights so you know how to react.

NLG (natural language generation) - process natural language to respond back in natural language in real-time.

Image/Video Analysis - AI can read images and videos to locate user-generated content favorable to your brand. You can use that content to help promote a product in a customer reference marketing campaign.

CI (customer insights) - are insights from customer data. Use machine learning to combine firmographics, behavioral intent data, social signals, UGC analysis, news of company merger/acquisition, financial earnings, new product releases, or executive changes. Use these data points to create a buyer profile and confidence score on who your prospective buyer or account is.

ACTING ON AI FOR MARKETING

Sentiment Analysis - detect tone, emotional state, and meaning of communication or even facial gestures to better react to our customers.

Custom Content - Use AI to detect cookies and IP so that you can customize your webpages or other marketing content.

Deep Learning and Automation - IBM is moving their programmatic buying to Watson. We can remove bias from the media process and instantly see performance trends to optimize in real time.

HOW WE DO IT

Somnio: AI Focused Agency

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

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.

We use audience intelligence to instruct messaging and content recommendations.

COGNITIVE AUDIENCE INTELLIGENCE

DATA-DRIVEN PERSONASPROFILE-LEVEL INSIGHTS

BRAND ADVOCATE IDENTIFICATIONKEYWORDS USED BY AUDIENCE SEGMENT

CAI INSIGHT PROFILE EXAMPLE

Use Watson to help solve business challenges

COGNITIVE RECOMMENDATION PLATFORM

The Cognitive assessment is an interactive platform using machine learning in order to curate for the target audiences relevant content based on their specific needs. The platform allows marketers to take advantage of all relevant in-market assets and insure they are matched to the correct audiences. Using Watson APIs, we can use natural language and classifiers to understand sentiment to make insightful recommendations.

https://ibm-assessment-tool.mybluemix.net/*Use Firefox or Chrome to activate full functionality. 

COGNITIVE RECOMMENDATION PLATFORM

• Platform APIs understand spoken or written natural language.

• Watson recommends relevant resources from a database of 100+ content assets.

• Recommendations include a specific roadmap to Cognitive.

• Findings can be shared as a PDF report.

Acting on AI: Creative Concept

AI CHATBOT ADVISOR TOOL

The Chatbot Advisor Tool is an interactive platform using machine learning in order to have consultative conversations with customers. The advisor will greet the customer and ask questions about their business. Based on the feedback and responses to questions, the bot recommends specific resources, case-studies, and next steps to successfully guide their buyer’s journey.

X

Next Steps

Blaine PrinceM: 512.492.2325O: 512.493.9836

Contact Us

bprince@somnio.com

www.somnio.com

@SomnioAgency

www.linkedin.com/company/somnio-solutions-inc.

www.facebook.com/SomnioSolutions

THANK YOU

http://www.participations.org/Volume%2012/Issue%201/4.pdf

http://www.socialmediatoday.com/content/what-motivates-people-participate-social-media

http://www.inc.com/leonard-kim/3-psychology-hacks-to-increase-brand-engagement.html

CITATIONS

2. UGC:

1. Post-Modern Content:The CMOhttp://www.cmo.com/features/articles/2016/10/6/be-the-best-answer-with-better-b2b-content.html#gs.P0YATLk

Case Studieshttp://www.toprankblog.com/2016/04/39-b2b-content-marketing-case-studies-2016/

3. Account-Based Marketing:Bloghttp://www.convinceandconvert.com/digital-marketing/why-account-based-marketing-is-right-for-b2b/

Forrester Reporthttps://www.forrester.com/report/AccountBased+Marketing+Will+Elevate+Not+Eclipse+LeadToRevenue+Management/-/E-RES133981#dialog-1479743217018-dialog

Forrester Reporthttps://www.forrester.com/report/Vendor+Landscape+AccountBased+Marketing+Q4+2016/-/E-RES134926?objectid=RES134926

AdAge Articlehttp://adage.com/article/digital/linkedin-debuts-targeting-feature-marketers/302884/

ABM Alliance Report: http://www.abmleadershipalliance.com/ebook/account-based-marketing-state-of-market/

4. AI Marketing:Forrester Bloghttp://blogs.forrester.com/diego_lo_giudice/15-02-19-this_time_ai_is_truly_here_to_help_build_intelligent_applications

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