Creating Media Buzz                  Leverage existing corporate data to provide social media content and                 ...
Agenda             •    Introduction to K2 and Commtouch             •    Why data driven PR is so important             •...
Your Speakers                          Amy Kenigsberg            Rebecca Herson                        Principal Consultan...
K2 Global Communications             •    Global PR and marcom for Israeli companies in the global market             •   ...
•    Publicly traded company (NASDAQ & TASE)             •    HQ: Israel, 2 offices in USA (CA, FL)             •    Profi...
Benefits of Data Buzz      • Creates added value      • Reinforces your expertise      • Increases opportunities for media...
Content Opportunities             •    White papers             •    Blog entries             •    Tweets             •   ...
Case Study                        Commtouch Quarterly Trend Reports, Blog Content and PRInt’l +972 9 794 1681US +1 913 440...
Internet Security                                    = Commtouch          The Problem                        To stay “top ...
Quarterly Trend Reports             • Identified ongoing trends in Internet security                   • Increases/decreas...
Blog             • Updated much more often – several times/week             • Enables us to do “news flashes” for hot stor...
Special Reports/Surveys             • Third-party research on service providers’ attitude to outbound               spam (...
Int’l +972 9 794 1681US +1 913 440 4072      © K2 Global Communicationsamy@k2-gc.com                    All Rights Reserve...
How We Collect Data - Internal             • Met with analyst team, explained how to identify something               news...
How We Collect Data - External             • Brainstorm for ideas that would appeal to the media             • Third-party...
Results             • Data-driven content + K2’s efforts nearly doubled our media               coverage over a two-year p...
Results                        Media Hits from Business Announcements              60              50              40     ...
Results                     Outbound Spam                                                                                 ...
Tips       • Identify the news values your target publications will respond to       • Brainstorm for data you can glean i...
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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.

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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 of "Creating Media Buzz with Data Driven PR"

    1. 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. 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. 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. 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. 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. 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. 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. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. Int’l +972 9 794 1681US +1 913 440 4072 © K2 Global Communicationsamy@k2-gc.com All Rights Reservedwww.k2-gc.com
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. 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

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