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Using Corporate Data to Create Media Buzz

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K2 presents how to use corporate data to generate media coverage. The Commtouch case study demonstrates a 261% increase in coverage using his methodology.

K2 presents how to use corporate data to generate media coverage. The Commtouch case study demonstrates a 261% increase in coverage using his methodology.

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  • Speech Notes - Slide 1Put in Commtouch logo1. [Title] News You Can UseNews You Can Use
  • Speech Notes - Slide 31. [Content Placeholder 2] Global PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reachGlobal PR and marcom for Israeli companies in the global market Bottom-line focus Niche PR Experience introducing new technologies in specialized markets Local availability with global reach
  • Transcript

    • 1. Creating Media Buzz Leverage existing corporate data to provide social media content and increase public relations coverageInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 2. Agenda • Introduction to K2 and Commtouch • Why data driven PR is so important • Examples • Commtouch case study • Q&A • BrainstormingInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 3. Your Speakers Amy Kenigsberg Rebecca Herson Principal Consultant Vice President, Marketing K2 CommtouchInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 4. 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 CommtouchInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 5. • 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 usersInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 6. Benefits of Data Buzz • Creates added value • Reinforces your expertise • Increases opportunities for media coverageInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 7. Content Opportunities • White papers • Blog entries • Tweets • Press releases • LinkedIn discussionsInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 8. Examples Corporate Data in the NewsInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 9. PredictionsInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 10. Aggregation of Network DataInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 11. Multisource Data: You and Your CustomersInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 12. 360o Perspective • Environment • Channels • TechnologyInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 13. 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 increasesInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 14. 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 resultInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 15. Case Study Commtouch Quarterly Trend Reports, Blog Content and PRInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 16. Internet Security = Commtouch The Problem To stay “top of mind” in our target mediaInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 17. 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 trendInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 18. 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 increasedInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 19. Special Reports/Surveys • Third-party research on service providers’ attitude to outbound spam (2010) • Survey on hacked email accounts (2011)Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 20. Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 21. 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 involvementInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 22. 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 & creditInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 23. 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 oftenInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 24. Results Media Hits from Business Announcements 60 50 40 30 Business 20 10 0Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 25. Results Outbound Spam Compromised Accounts Survey Analyst Study Major drop in spam 120 Trend report 100 80 60 Data Business 40 20 0 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 26. 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 outInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 27. Q&A Brainstorming Your DataInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 28. 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)Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 29. 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?Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 30. 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%Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    • 31. 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 codingInt’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com

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