This document summarizes insights from using agencies to analyze trending digital data. It discusses using dynamic data like the number of people paying attention to a presentation in creative content to heighten relevance and boost engagement. Examples show how detected, owned, and expressed data can be integrated. The insight is that incorporating dynamic data into creative content will make messages more relevant, increase responses, demonstrate authority with evidence, establish norms, and provide freshness.

1. What's Trending: Insights from Agencies
Fred Jorgensen • October 18, 2012
@CrosbyMarketing

2. About Crosby Marketing
• Integrated marketing communications firm
• Annapolis & Bethesda offices
• Government, Healthcare & Advocacy
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3. Ground Rules for
Digital Insights:
• Effective
• Adaptable
• Practical
• Already at “scale”
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4. 4

5. Joke! Do Not Tweet.
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6. Using Dynamic Data to Creatively
Address Customers Online
Examples of dynamic data:
• Detected
• Owned or Operational
• Expressed
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7. people are paying attention
298 to this presentation
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8. people are paying attention
215 to this presentation
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9. people are paying attention
189 to this presentation
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10. people are paying attention
167 to this presentation
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11. Detected
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12. Detected
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13. Detected
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14. Detected
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15. Detected
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16. Operational
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17. Owned
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18. Expressed
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19. Expressed
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20. The Insight
Integrating dynamic data into
creative will:
• Heighten relevance
• Boost response and engagement
• Embolden authority via evidence
• Establish the normative behavior
• Provide a “freshness”
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21. people are paying attention
0 to this presentation
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22. Thank you!
Fred Jorgensen • October 18, 2012
@CrosbyMarketing
www.CrosbyMarketing.com
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