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#HUMANIZEYOURBRAND  

UGENS  

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#HUMANIZEYOURBRAND  

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Hosts  

Devon  Wijesinghe   Aaron  Biddar  

CEO  of  Insightpool   CEO  of  Social123  

@DevonWijesinghe   @aaronbiddar  

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#HUMANIZEYOURBRAND  

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Meagen  Eisenberg  CMO  at  MongoDB  

Special  Guest  

@meisenberg  

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#HUMANIZEYOURBRAND  

Iden5fy  Key  Influencer  for  Your  Brand    

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#HUMANIZEYOURBRAND  

•  Brand  engagement  is  more  humanized  with  a  hyper  relevant  audience  

•  Relevant  influencers  have  a  higher  propensity  to  engage  

   

Why  do  Influencers  Ma@er?  

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#HUMANIZEYOURBRAND  

CraCsmen  Drove  Conversa5ons  By  Iden5fying  Key  Influencers      

GOAL:  Spark  conversaSon  with  passionate  groups  of  audiences  –  Racing  Fans  –  to  drive  conversaSon  around  their  #MADEtoRace  campaign.  

IdenSfied  a  net  new  audience  of  racing  fans  and  professional  racers.  

Custom  engagement  and  acSvaSon  campaigns  focused  on  conversaSonal  messaging  around  racing  and  cars.  

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#HUMANIZEYOURBRAND  

The  Rise  of  CharacterisSc  Data    

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#HUMANIZEYOURBRAND  

•  Demographic  Data  to  CharacterisSc  Insights  

•  Audience  +  Customer  Insight  

•  Social  Data  is  Real-­‐Sme  Data  

 

How  Characteris5c  Data  is  Changing  Marke5ng  

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#HUMANIZEYOURBRAND  

Uncover  Hidden  Moments  That  Connect  With  Consumers  

Text  Area    Text  Area    

Test  area  

PYLON  Facebook  Topic  Data  

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#HUMANIZEYOURBRAND  

Establish  a  Genuine  &  Unique  Brand  Voice      

 

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#HUMANIZEYOURBRAND  

•  Be  AuthenSc    •  Move  from  promoSonal  to  conversaSonal    

 •  Stand  out  in  your  industry    

Establish  Brand  Voice    

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#HUMANIZEYOURBRAND  

Xactly  saw  Increased  Results  using  the  H2H  Approach  

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#HUMANIZEYOURBRAND  

Build  a  Deeper  Connec5on  with  Your  Audience    

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#HUMANIZEYOURBRAND  Who  Is  Your  Audience  Anyways?    

 Do  you  even  know  

me?  

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#HUMANIZEYOURBRAND  Personaliza5on  is  Key  

 

Social  media?  

Groups?  

CerSficaSons?  

Interests?  

Online  behavior?  

Installed  technologies?  

Job  responsibiliSes?    

A^end  events?  

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#HUMANIZEYOURBRAND  Brand  Trust  

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#HUMANIZEYOURBRAND  

Stay  Engaged  Over  Time  

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#HUMANIZEYOURBRAND  One  Message  is  Not  Enough  

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#HUMANIZEYOURBRAND  Give  Them  What  They  Want  

 

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#HUMANIZEYOURBRAND  Consistency  is  Key  

 

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#HUMANIZEYOURBRAND  

Omni-­‐Channel  H2H  Approach    

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#HUMANIZEYOURBRAND  

U5lize  All  Appropriate  Channels    

Stay  Human  On  All  of  Them      

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#HUMANIZEYOURBRAND  How                                              Leveraged  Data  

Across  Mul5  Channels        

4.  Increased  targeted  reach  by  up  to  70%        

1.  Exported  engaged  prospects  from  email  campaign        

2.  Appended  rich  social  data          

3.  Data-­‐driven  ad  audience  constructed        

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#HUMANIZEYOURBRAND  

Conversa5ons  OVER  Conversions    

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#HUMANIZEYOURBRAND  Don’t  talk  AT  them,  talk  WITH  them    

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#HUMANIZEYOURBRAND  ‘Talk’  Isn’t  Everything  

   

Twi^er  Ad  Copy   Twi^er  Organic  Copy  

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#HUMANIZEYOURBRAND  

The  Future  of  Social  Data  in  2016    

 

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#HUMANIZEYOURBRAND  The  MadTech  Catalyst  

MADTECH in  10  years  10x  

$120  Billion  per  year  

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#HUMANIZEYOURBRAND  Decade  of  the  CMO  

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#HUMANIZEYOURBRAND  

Q&A