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Understanding The Big Data Mess


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Big data—that ever-expanding universe of digital influencers and exploding number of social media conversations—can be a big brand-building opportunity for PR professionals, but only if you have the know-how and technology to use it to your advantage.

Join Cision’s Heidi Sullivan and Dave Lundstrom for a complimentary webinar that explores the basics of big data and how to leverage it to positively impact your brand.

Published in: Data & Analytics
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Understanding The Big Data Mess

  1. 1. Understanding the Big Data Mess
  2. 2. Today’s Participation 2 • During today’s webinar, attendees will be in listen- only mode. • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions: Q&A addressed at the end of today’s webinar. #CISIONWebinar
  3. 3. Heidi Sullivan SVP, Product @hksully Dave Lundstrom VP, Software Engineering @davelundstrom
  4. 4. What is BIG DATA? Data sets so large, so complex that traditional software tools can’t work with them.
  5. 5. More data has been created in the past 2 years than in the entire history of the human race. - SINTEF ITC
  6. 6. What does it mean for PR? More CONTENT than ever. More CONTACTS than ever.
  7. 7. More CONTENT than ever.
  8. 8. Real-time share of voice
  9. 9. Examine Micro-Audiences: Share of voice per topic or demographic … but Clinton is the leading the share of voice around Immigration Sanders leads overall share of voice…
  10. 10. TREND SPOTTING Rubio fumbles in debate
  11. 11. What can I do for my brand? • Examine share of voice • Understand micro-audiences • Trendspotting
  12. 12. How do I do it? • Select your business objectives • Identify the right tools • Identify the right data sets • Iterate based on results • Visualize results
  13. 13. More CONTACTS than ever.
  14. 14. The Rise of the Influencer
  15. 15. There is no more silver bullet.
  16. 16. “If the news is that important, it will find me.” - A college student in an article by Brian Stelter in The New York Times, March 2008
  17. 17. Use Big Data to identify the top influencers at the time for a topic
  18. 18. What can I do for my brand? • Find new voices that resonate with your audience • Identify conversations in real-time • See the topics that matter to your community
  19. 19. How do I do it? • Identify the conversations you want to find • Find the people that inspire action • Build relationships with those most likely to engage • Measure & iterate
  20. 20. DIY in Real-Life: Sanders v Clinton on Social The Data: • 3.5+ million social media mentions • Feb. 8 - Feb. 12 • Twitter, YouTube, online forum comments and Facebook fan pages mentions
  21. 21. DIY in Real-Life: Sanders v Clinton on Social The Search String: • ((clinton (hillary OR election OR elected OR elections OR caucus* OR convention OR conventions OR nominate OR nominated OR nomination OR nominations OR nominating OR "nominee" OR electoral OR delegates OR delegate OR speach OR speech OR speaches OR speeches OR potus OR rep OR dem OR reps OR dems OR rally OR rallies OR GOP* OR legislat* OR democratic OR endors* OR support* OR policy OR policies OR politics OR political OR politician OR politicians OR poll OR polls OR ballot OR ballots OR republican OR republicans OR democrat OR democrats OR debate OR debates OR primary OR primaries OR campaign* OR candidate* OR president* OR vote OR votes OR voted OR voting OR voters OR voters OR 2016 OR Cruz OR paul OR trump OR rubio OR bush OR christie OR carson OR kasich OR omalley OR "o malley" OR sanders OR fiorina)) OR hillary2016 OR clinton2016 OR "clinton 2016" OR hillaryclinton* OR Author:hillaryclinton OR "hillary for america" OR imwithher) OR #clinton*
  22. 22. DIY in Real-Life: Sanders v Clinton on Social
  23. 23. DIY in Real-Life: Sanders v Clinton on Social Glean Insights: Share of Voice: Share of Voice: Social Democrats on Social
  24. 24. Did we accurately predict Nevada? Check us out at this weekend!
  25. 25. Questions? Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.