CASE STUDY

modernb2b.co

CASE STUDY

modernb2b.co

BIG DATA: SOCIAL MEDIA CAMPAIGN TO MONITOR CONVERSATIONS AND IDENTIFY KEY INFLUENCERS

CASE STUDY

modernb2b.co

CLIENT OVERVIEW

COUNTRY: US and UK

INDUSTRY: Healthcare (US) and Telecoms (UK)

SECTOR: Big Data: Database Application and Storage

CLIENT PROFILE: JustOne are a VC backed US company, launching their flagship product, JustOneDB, into the US and UK markets in 2014. A disruptive company in the well-established field of relational databases. JustOneDB is a revolutionary product that challenges long-standing assumptions about what is possible to achieve with a relational database (RDBMS) on a small hardware footprint.

Modern used social media to identify key

topics, messaging themes as well as industry specific

influencers. In additional, the activity informed content

creation, steered technical content and provided

valuable insight into JustOne’s target market.

BUSINESS SITUATION

The database market is mature with long established multi-billion dollar players such as IBM, Oracle, HP and Teradata. With the data explosion in recent times, JustOne have developed a solution that challenges the preconceptions that limit the use of all databases in the market today. The revolutionary nature of JustOneDB made it even harder to gain credibility in an established market. In addition, the established players dominate in terms of share of voice, so careful and selective messaging needed to be defined to enable traction for the soft launch.

CASE STUDY

modernb2b.co

MESSAGING AND CONTENT FOR THE SOFT LAUNCH

Modern helped a global software company launch their flagship product and gain traction in key markets of the US (healthcare) and UK (telecoms), using an intelligent mix of social media – for insight and engagement – and to feed into topics and themes for content marketing.

The core element of the project was gauging the social media landscape in the sphere of big data, more specifically healthcare and telecoms markets. The output was a competitive overview, messaging hierarchy and identifying key content themes as well as determining key influencers within the given markets.

DEFINING JUSTONE’S VOICE IN THE MARKET

From initial competitive research into the key players in the market, their positioning, messages and levels and type of social engagement, Modern helped JustOne shape and hone their voice, leading points of difference and approach to key channels.

A series of buyer profiles were created to understand the personas within the buying cycle for their key markets: healthcare and telecoms. Once these were established and agreed, a full messaging matrix including positioning and cascading secondary messages were created that could be applied to all communications.

This messaging focused on the key challenges across the target markets, as well as qualifying benefits that addressed these challenges.

COMPETITIVE ANALYSIS AND BUYER PROFILE DEVELOPMENT

PROPOSITION & MESSAGING DEVELOPMENT

2

SOCIAL MEDIA MONITORING

3

INFLUENCER IDENTIFICATION

4

KEY THEMES IDENTIFIED FOR CONTENT CREATION

5

DISCOVERY & IMPLEMENTATION PROCESS

1

CASE STUDY

modernb2b.co

USING SOCIAL MEDIA TO GATHER MARKET INSIGHT AND INTELLIGENCE

By using complex advanced searches in Twitter specific to market, Klout score, geography and keywords, Modern was able to identify a number of influencers and topical conversations within the core markets of telecoms and healthcare.

Once topics and influencers were identified, an engagement programme was defined to create a voice in the market, without being too disruptive. With an established market of vendors with deep pockets, messaging needed to be carefully considered in order to not rock the boat and create a detrimental affect on the campaign.

MESSAGING CARRIED THROUGH TO WEB, SOCIAL AND CONTENT PRODUCTION

The market analysis and social insights fed into the messaging matrix, from there content was produced. This included full website copy, technical white papers, use-cases, infographics, blogs and videos.

With the use of social conversations to influence messaging and topics, Modern was able to ensure engagement with key audiences and drive the sharing of content. This accelerated the share of voice that JustOne sought to achieve.

CASE STUDY

modernb2b.co

PROPOSED SOLUTION

• Provide market insight to align messaging and content to create cut-through and relevance in an established market

• Identify influencers and key themes across social media for the target market

• Create and distribute content to launch their flagship product

SOLUTION BENEFITS

• Outlined key decision makers and their needs, ensuring relevant and valuable proposition messaging

• Highlighted key influencers to maximise awareness across social media

• Identified channels and topics of interest to align content production with audience needs and behaviour

What we really liked about Modern is their focus on social

media and digital marketing. They were heads and shoulders

above the traditional agencies we had worked with in the past.

Kate Mitchell, CEO, JustOne Database

CASE STUDY

modernb2b.co

TALK TO US TODAY

ModernBristol and Bath Science ParkDirac CrescentEmerson’s GreenBristol BS16 7FR

Phone: 0117 332 6700Email: info@modernb2b.co Twitter: @modernb2b

ABOUT MODERN

Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth.

We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics.

We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path.

We’re chosen by our clients for our grounded insight and our ability to influence business performance.

We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with.

We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations.

Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.