Using Corporate Data to Create Media Buzz
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Transcript of Using Corporate Data to Create Media Buzz
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Creating Media BuzzLeverage existing corporate data to provide social media content and
increase public relations coverage
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Agenda• Introduction to K2 and Commtouch• Why data driven PR is so important• Examples• Commtouch case study• Q&A • Brainstorming
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Your Speakers
Amy KenigsbergPrincipal Consultant
K2
Rebecca HersonVice President, Marketing
Commtouch
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K2 Global Communications• Global PR and marcom for Israeli companies in the global market• Bottom-line focus• Experience introducing new technologies in specialized markets• Local availability with global reach• Five-year relationship with Commtouch
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• Publicly traded company (NASDAQ & TASE)• HQ: Israel, 2 offices in USA (CA, FL)• Profitable, growing quickly• Cloud-based Internet security solutions:
anti-spam, antivirus, secure Web browsing• Analyze billions of Internet transactions daily in global data centers
• Indirect business model: OEM and service providers• 150 customers, serving hundreds of millions of users
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Benefits of Data Buzz• Creates added value• Reinforces your expertise• Increases opportunities for media coverage
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Content Opportunities• White papers• Blog entries• Tweets• Press releases• LinkedIn discussions
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ExamplesCorporate Data in the News
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Predictions
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Aggregation of Network Data
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Multisource Data: You and Your Customers
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360o Perspective• Environment• Channels• Technology
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Leveraging Global Trends: Recycling• 73% of their milk carton materials can be
recycled• Goal: 100%• Spain and China are recycling more than
40% of their milk cartons• Consumers in France and Germany looked
more favorably upon their level of “green” packaging than the UK (72%, 62%, 35%)• By sharing ALL the data, their trust factor
increases
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Making Events Interesting• American Academy of Pediatrics Annual Meeting
• The press release: http://www.prnewswire.com/news-releases/sports-related-knee-injuries-in-children-have-increased-dramatically-over-the-past-decade-131942008.html
• The result
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Case StudyCommtouch Quarterly Trend Reports, Blog Content and PR
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The Problem
To stay “top of mind” in our target media
Internet Security = Commtouch
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Quarterly Trend Reports• Identified ongoing trends in Internet security• Increases/decreases in spam/ malware
worldwide• Origins of spam/malware
• Each report is accompanied by a press release, quoting a Commtouch expert commenting on the latest trend
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Blog• Updated much more often – several times/week• Enables us to do “news flashes” for hot stories, providing teasers to the
press, with a link for additional information• 1st: promoting posts after they were published• Later: started hand-picking key editors/journalists/bloggers we thought
would pick up the story & providing them preview information before publishing the post• Enhances our relationship with the writer• Media coverage increased
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Special Reports/Surveys• Third-party research on service providers’ attitude to outbound
spam (2010)• Survey on hacked email accounts (2011)
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How We Collect Data - Internal• Met with analyst team, explained how to identify something
newsworthy• Continuously remind them• Suggest potential search terms (e.g. holiday activity, news-related,
etc.)• Now they email us with interesting tidbits• Send them the blog post & media coverage so they see the results of
their involvement
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How We Collect Data - External• Brainstorm for ideas that would appeal to the media• Third-party analysts provide immediate credibility• But, self-run surveys (Google Docs) are quick, easy and cheap• If you’ve built up your credibility already through earlier data-driven PR,
people will believe your self-run study• Partner with another, non-competing organization for additional
reach & credit
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Results• Data-driven content + K2’s efforts nearly doubled our media
coverage over a two-year period• After months of trying, we achieved coverage in the #1 security-
oriented blog (Krebs on Security), two posts in a row • Journalists now check our blog for news, and approach us for
comment more often
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Results
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Media Hits from Business Announcements
Business
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Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-110
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DataBusiness
ResultsOutbound Spam
Analyst Study Major drop in spam
Compromised Accounts Survey
Trend report
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Tips• Identify the news values your target publications will respond to• Brainstorm for data you can glean internally or create:• Analyzing customers (present it anonymously unless you have permission to name
names)• Industry trends• Survey your customers/friends/your friends’ dogs for things you’d be interested in
reading about• Enlist other people within the company who have access to relevant data; excite them
about the positive impact they can have • Present the data “objectively” without referring to your products; if the journalist feels it’s
a product pitch, s/he will ignore it• Be a consistent source of high quality information and journalists will start to seek you out
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Q&ABrainstorming Your Data
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Potential Topics for Attendees• AgencyFour
• Effectiveness of email marketing v. online advertising. V SEO/Best balance• Change in demand for these types of services• Average email list sizes, based on industry
• Celebros• Consolidate your analytics (shoppers’ real-time behaviors including search, click-through and conversion rates)
• Overall, region, type of site• Search – What are customers really looking for?• Mobile v. online shoppers• High-volume sales (non-holiday)
• CFMC USA• Volumes of screws in the average car, fighter jet, etc.• Evolution of metal usage in high-demand environments (titanium v. stainless steel, etc.)• What kinds of customers need “customized” fasteners?• Strength testing (Size v. material v. surface area)
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Potential Topics for Attendees• Cohen Brothers
• Types of deals• Characteristics of companies generally involved in M&A • Timeline of the typical M&A experience
• Colony Real Estate Professionals• Time between first viewing and making an offer• Ask buyers – did logic or heart decide?
• Comverse• Volume of voice v. messaging v. data• Evolution of message delivery• Mobile broadband traffic rates• Pricing analysis by region, type of customer• Service offerings with highest ARPU• Campaign management analysis – when do people buy what?• General: Global services - Great resource - What are they doing and for whom?
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Potential Topics for Attendees• Concealium
• Types of business using your service• Volumes of data being protected• Types of threats in an SaaS environment
• ObserveIT• Volume of activity• Types of crises that motivate purchase• Sizes of data centers – Equipment/employees• Translating your white papers
• Patent Attorney• Historical perspective: Types of patents today (telecom, medical) v. previous years• Patent categories: Hardware v. software v. machinery v. ideas
• Pollogen• Survey: What do doctors/aestheticians say are problem areas? Average age of patients?• Geographic analysis of sales: Doctors in London by most machines, NY #2, LA #10 = London women most concerned about cellulite• Pulse technology reduces cellulite by X%
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Potential Topics for Attendees• Raysat Antenna Systems
• Bandwidth usage: Planes v. passenger vehicles v. cars• Time of usage: Dates/hours• Customers: Private v. public
• Sortal• Which types of retailers are “going social”?• What shopping days are busiest/slowest (non-holiday)
• Tecom• Evolution of technology – What did the first TechPod have? What are presenters demanding today?• Change in demand – Classroom v. training v. military • Longevity of equipment – e.g. DVD player lasts for five years (Only focus on positives)
• Typemock• Types of errors• Error volumes per programming language: C++ v. .Net• Industries using your technology• Evolution of coding