BlackRock use case
BlackRock used Flow to create an information space to tell a story about how ‘humans to the power of AI’ inform their financial decision making.
120 product strategists now use Flow in their sales process, and Flows are shown from the stage internationally during regional client conferences.
Business drivers
- Closing more sales leads; increased win/loss ratio
- Closing sales faster; shorter sale close times
- Engaged event participants and post-event viewership
- Positive brand perception
Content
BlackRock highlights three stories, which can be experienced at https://br.flow.gl. These stories span both fundamental and active equities trading decisions.
- Impact of the Colin Kaepernick ad on Nike stock price
- Apple product release cycles and the associated negative sentiment and stock price impact
- Compare any two dates in the past thirty years to show how similar market conditions were,
highlighting the financial crisis and a view of today
How Flow is used at an event
Flow blows the lid off of the progressive web, extending content from flat screens, to mobile, to mobile VR, high-end VR, and soon to AR.
From the stage (flat screen)
Flow was presented on two high-end projector screens to an audience of ~140 high-value potential BlackRock clients, using a simple clicker to advance the full- screen webpage.
On mobile (VR and magic window mode)
Homido Minis, phone VR clip-ons, were passed out to the audience, and everyone was invited to go to the web address on their phone to view the presentation.
On high-end headsets (VR)
Two high-end Odyssey headsets were set up at the event allowing participants to step into the data and explore the story on their own.
How Flow is used in 1-1 sales meetings and post-event marketing
Flows exist on the web, making them sharable, trackable and device agnostic. Being web driven, analytics are enabled on the
Flow, informing BlackRock who is looking at the content, what they are looking at, and for how long.
Unlike traditional PowerPoints, after the first event, the BlackRock Flow had a ‘long tail’ of viewership. Participants shared what
they saw with friends and colleagues, and having the VR clip-ons as a take-home gift helped spread the message.
In 1-1 sales meetings, BlackRock product strategists are showing and narrating the Flow for clients. This allows product
strategists and clients to have a shared mental model of how BlackRock uses data to inform their decision making. They are
using phone VR clip-ons so clients can see the material on their own device and as well as on the computer during the
meetings.
STUDIO: Flow
