Damn You Nate Silver! (Why every PR ﬂack cried when Obama won)Mike Maneymaneydigital.com@the_spinmd
In an age in which communication is easier than ever before,thanks to the digitization of media and communication, it canalso be tougher than ever before. Which makes it all the moreimportant to get back to the basics: what are you trying toachieve? And are you communicating that in the right way, tothe right people, at the right time? And if not, why bother?Neil Dhillon is managing director of MSL Washington DChttp://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx
Remember when...public relations, marketing andadvertising was simple? #damnyounate
Make these ad buys. Pitch everyone on the list. Produce a prettybrochure. Staff a tradeshow booth.
Remember when...knowing how to put a noun andverb together made youindispensable? #damnyounate
Write a press release. Author a whitepaper. Spice up a speech.
The ﬁrst rule of Flight Club is don’t talk about Flight Club. A salon-style gathering of industry inﬂuencers organized to advise a major airline on how to best build out its API/developer program.How It Positioned gathering as ultra-exclusive. Invitees represented a cross-section of who’s who’s from across the API landscape (Yobongo, Twitter, PayPal, Gowalla, Foursquare). Included top industry blogger from RWW toWorked participate/chronicle. Scheduled around SXSW. Held off-site. Surprised participants with schwag tie-in. Customer heard ﬁrst-hand how the developer community and potential partners would/would not use itsThe Value APIs. Attendees got ﬁrst-look, ﬁrst-access to potential industry-changing API program and formed exclusive advisory team to client.
Remember when...a company’s approvedspokespeople were thesmartest sources? #damnyounate
Set up a call. Monitor an interview. Stay behind the scenes.
“The runway for when a PR person hands-off to theactual expert has now gotten longer.” - @helmke
Remember when...math was something otherpeople had to know? #damnyounate
A timewhen this guy wasjust a math nerd? #damnyounate
Now, all of a suddeneveryone has to knowadvanced calculus. #damnyounate
There are no more excuses forblindly pitching everyreporter on a media list. #damnyounate
Or going to a tradeshow tocollect a bunch ofunqualiﬁed leads. #damnyounate
Math, it turns out,is a marketer’s best friend. #damnyounate
The company’s problem was decidedly straightforward. It wanted Listen.more people to buy its printer cartridges, rather than the cheapergeneric versions that have become increasingly popular. Rather thancharging ahead with a stunt-filled PR blitz, though, Porter-Novellibegan its work by listening closely to some surprisingly animatedsocial media discussions about printer ink. Use data toThe result is Inkology, a digital-fuelled content platform that has know exactly what yourhelped HP cartridges increase their consumer engagement, audience wantsawareness and - crucially - sales. Data analysis helped define twoimportant elements in its success. First, by initially discovering thattwo specific cartridge types were of particular appeal to the audiencein question, allowing content to be focused on these models. Second, Don’t justby finding that distinct portions of the effort’s Facebook presenceresonated best with different user communities, such as students and push and forget. Use databusinesses - in turn enabling mid-campaign adjustments that to adjust.eventually led to higher views and greater interaction.http://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx #damnyounate
Or when yourdata tells you... is better for you business than
Yet the role ofintuition is still a necessarypart of the equation #damnyounate
“An over-reliance on data and analytics can mean a lackof risk-taking and perhaps stifled creativity - both badhabits,” contends Walker. “PR exclusively by the numbersis not great at all. You need to be sure you don’t get lostin the numbers and lose the ability to know what will fly,and sometimes that’s instinctive.”http://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx #damnyounate
To their credit, the primary concern of Laura, Mike and the gang over at Alcatel-Lucent from Day 1 of our discussions hasbeen about maintaining the credibility and neutrality of Glue.
The numbers also led the campaign to escort their man downroads not usually taken in the late stages of a presidentialcampaign. In August, Obama decided to answer questions onthe social news website Reddit, which many of the President’ssenior aides did not know about. “Why did we put BarackObama on Reddit?” an ofﬁcial asked rhetorically. “Because awhole bunch of our turnout targets were on Reddit.”http://swampland.time.com/2012/11/07/inside-the-secret-world-of-quants-and-data-crunchers-who-helped-obama-win/#ixzz2Bj0L6cLO
Which lets me conclude with a story aboutwhat happens when amarketer does math. #damnyounate
4 breweries 100 geeks2 guys + 1 idea x / 1 day + = pure awesome 7 states 1 conference #damnyounate
If you liked this presentation, please tweet:@the_spinmd is tallerin person. Greatclosing keynote at#somebizlife.#damnyounate