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Creating Media Buzz with Data Driven PR
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Creating Media Buzz with Data Driven PR

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Seminar led by K2 Global Communications and Commtouch in December 2011, with a case study about how we were able to nearly double media coverage by creating data-driven content.

Seminar led by K2 Global Communications and Commtouch in December 2011, with a case study about how we were able to nearly double media coverage by creating data-driven content.

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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

Creating Media Buzz with Data Driven PR Creating Media Buzz with Data Driven PR Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
  • 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
  • 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
  • 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, 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
  • 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
  • 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
  • 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