Webinar slides from webinar with Crimson Hexagon. Topics covered were social listening, audience intelligence, paid social, influencer marketing and media relations.
2. PRESENTERS & AGENDA
MITCH BROOKS
SR. DIRECTOR
MICHAEL BRITO
HEAD OF US DIGITAL
Deliver more impactful stories
Prioritize media relations
Drive strategic paid media
Identify & activate influencers
An overview of Crimson Hexagon
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3. SUMMARY OF CRIMSON HEXAGON
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Crimson Hexagon is the leading social listening platform
delivering customer insights that drive strategic decisions.
Key Capabilities:
• Data library of over a trillion documents
• Customizable text analysis
• Image analysis
• Audience analysis
4. HOW WE LOOK AT THE MARKET
INFLUENCERS
These are the top influencers driving
the conversation about a specific
topic. This includes the traditional
media, bloggers and influential people
on social media.
1%
CREATE
CONTENT
AUDIENCE
This is a larger audience and are
interested in topics. They re-package
influencer content, provide their own
POVs and re-share with their micro-
communities.
9%
SHARE &
REPACKAGE
THE MARKET
This is the rest of the market.
They rely heavily on word of mouth,
peer recommendations and Google
search. They are highly influenced
by what the Influencers and
Advocates say and share.
90%
LISTEN &
LEARN
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5. AUDIENCE OVERVIEW
Chief Security Officers
Audience Size: 900 self identified in bio as
working in security & c-suite
ALEX STAMOS
Chief Security Officer
Facebook
Geoff Belknap
Chief Security Officer
Slack
Jad Boutros
Chief Security Officer
Snapchat
Nicole Fellouris
Chief Security Officer
Project Halcyon
Helen Patton
Chief Security Officer
Ohio State University
Tammy Moskites
Chief Security Officer
Venafi
Security Influencers
Amanda Rousseau
Malware Researcher
Audience Size: 49K
120 Influencers. Influence calculated by
Reach, Resonance & Relevance
STEVE RAGAN
Staff Writer, CSO Online
Audience Size: 9.7K
Eric Vanderburg
Security Consultant
Audience Size: 136K
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10. WHY INFLUENCER MARKETING
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58%
Trust is 58% higher for
experts and peers when
forming an opinion about a
brand or product.
TRUST CREDIBILITY ENGAGEMENT IMPRESSIONS
90%
90% of Internet users
consider consumer
recommendations to be the
most credible form of
advertising.
67%
67% of shoppers spend
more online after reading
positive recommendations
online.
65%
65% of consumers need to
interact with a brand 3 – 5
times before they believe or
buy.
Source: Nielsen, Boston Consulting Group, Tomoson
11. HOW INFLUENCE IS MEASURED
INFLUENCE
REACH
RELEVANCE RESONANCE
REACH How large is their community across all channels – blogs,
contributed posts, social?
RELEVANCE How often are they talking about the topics that are
relevant to your business or brand?
RESONANCE When they create content, how does it resonate with their
broader audience?
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12. 360 VIEW OF INFLUENCER CHARACTERISTICS
REACH BY CHANNEL:
Eric Vanderburg is a cybersecurity leader, consultant, author, and thought leader. Vanderburg
leads the cybersecurity consulting division at TCDI. TCDI’s cybersecurity division provides
companies with peace of mind in our digital world by protecting the confidentiality, integrity,
and availability of data and critical systems.
In addition to being the Vice President of Cybersecurity at TCDI , Eric is also the Vice
Chairman of the board of directors for the Technology Ministry Network, a nonprofit that
equips those in ministry with the technology tools and training to accomplish their ministry
goals. He serves on the editorial board for the HITSF Journal and on advisory boards for a
number of colleges.
CLEVELAND, OHIO
RELEVANT CONTENT
• The lonely castle: insights into the evolution of cybersecurity defense
• IoT security is living on the edge
• GDPR and the road to increased customer loyalty and trust
INFLUENCED BY
135K 66K500+
ERIC VANDERBURG: CYBERSECURITY THOUGHT LEADER TOTAL NETWORK SIZE
Kirk Borne
Analyst, Booz Allen
177K Followers
10K
200K
AUDIENCE OVERLAP
25.9K followers of Brand A also follow Michelle
3%
Security Company 21.6K followers)
Eric Vanderburg (135K followers)
TOP INTERESTS
48% Business 38% Small Business
88% Politics 17% Film
24% Consumer Tech 11% Family
36
45
74
121
67
29
19
31
45
RANSOMWARE
MALWARE
DDOS
CYBERCRIME
HACKING
DATA BREACH
DATA PROTECTION
CYBER THREAT
INSIDER THREAT
TOP KEYWORDS
AMANDA ROUSSEAU
Malware Researcher
50K Followers
RATAN JYOTI
Security Researcher
12K Followers
JANE FRANKLAND
Security Author
8K Followers
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13. WHAT’S TOP OF MIND FOR SECURITY INFLUENCERS?
0
5
10
15
20
25
30
35
40
45
50
12/20 12/25 12/30 1/4 1/9 1/14 1/19 1/24 1/29 2/3 2/8 2/13 2/18 2/23 2/28 3/5 3/10
TRENDING ARTICLES
Incident Response – Being Prepared
for the Worst-Case Scenario
6 Regulations That Require File
Integrity Monitoring for Full
Compliance
Threat IntelligenceGDPRCloud SecurityDevOps
New DevOps product announced
Threat Intelligence Whitepaper
released by Symantec
Kirk Borne
Analyst, Booz Allen
177K Followers
AMANDA ROUSSEAU
Malware Researcher
50K Followers
RATAN JYOTI
Security Researcher
12K Followers
JANE FRANKLAND
Security Author
8K Followers
MIKE QUindazzi
Strategy Director, PwC
55K Followers
ADAM SEGAL
Director, CFR
7K Followers
Kelly higgins
Editor, DarkReading
8K Followers
LESLEY CARHART
Security Architect
49K Followers
ERIC GELLER
Reporter, Politico
63K Followers
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14. MEDIA SHARING & CONSUMPTION
12.5K
Shares
9.8K shares 9.2K shares
7.7K shares 7.2K shares
9.2K shares
Security Influencers
Why Cybersecurity Should Be The Biggest Concern Of 2017
Top shared article
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15. USING THIS DATA TO TAKE ACTION
IMPACTFUL STORYTELLING
A thorough analysis will reveal the insight
Imitate audience vernacular
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16. USING THIS DATA TO TAKE ACTION
MEDIA & ANALYST RELATIONS
Prioritize media outreach based on what the audience is reading
Identify new media targets
Quantify analyst relations based on desired media
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17. USING THIS DATA TO TAKE ACTION
STRATEGIC PAID MEDIA
Use affinities & conversational topics as paid media inputs
Buy media on sites relevant to audience
Custom audience building
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18. USING THIS DATA TO TAKE ACTION
ACTIVATING INFLUENCERS
Use data to find the right influencers that will deliver impact
Analyze topics important to influencers. Imitate.
Target using paid media
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20. THANK YOU
Michael BRITO
Head of US Digital, LEWIS
Michael.Brito@teamlewis.com
MITCH BROOKS
SR. Director, Product, Crimson Hexagon
mbrooks@crimsonhexagon.com
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