Media contacts are increasingly present on social media. Does your brand know how to reach them? Cision PR Edition can help. Learn how Cision PR Edition allows users to listen to niche conversations in real time, discover top influencers and engage on social platforms.

1. Uncover your Audience’s Influencers!

2. Today’s Participation
2
• During today’s web seminar, 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 session
Michelle Dziuban
Product Marketing Specialist
Michelle Tisdale
Director of Product Marketing
#CISION

3. Influencers – Why Care?
Provides insights into community and consumer
behaviors
Speak the language of your community
Expand knowledge base to become a more
dynamic personality
Create timely story ideas
3

4. 44
“You can’t
have effective
marketing if
you can’t reach those
people. ”

5. Where is your Content?
“If the news is that
important it will find
me!”
Source: A college student in an article by Brian Stelter in the New York Times, March 2008

6. Just the tip of the iceberg
creators
6
1%
90%
9% participants
consumers
Source: Rohit Bhargava, Influential Marketing Blog

7. Do influencers really ‘Influence’?
7
Trends are
Unpredictable
“A rare bunch of cool
people just don’t have that
power. And when you test
the way marketers say the
world works, it falls apart.”
- Watts
Law of the Few
“The success of any kind of
social epidemic is heavily
dependent on the
involvement of people with
a particular and rare set of
social gifts.”
- Gladwell
vs

8. What school of Thought are you?
8
• Trends still begin with a small few and are spread by those
with connections.
• Influencers can change over time – and anyone can become
an influencer.
• However, a general rule of thumb is that influencers tend to
talk to each other.
BOTH

9. 99
“To identify your
influencers we need
to identify
your tribe. ”

10. Know your Niche!
Approximately 1/4 of bloggers tracked
in Cision’s media database cover 1 of
26 “first tier” general topics. The rest
cover more specific topics.
10
General
23%
Specific 77%
Source: Cision Media Research

11. 1111
Once you find one or two
influencers in your space, see
who they are talking to and
who they reference.

12. Yesterday’s Audience…
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The Bucket Method
Age Race
Gender Income
Geography Marital Status

13. Dive Deeper into your Audience
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Female
35-44 years old
Income $75K+
Married
College
Oklahoma
Volleyball Player
Starbucks Coffee
Drinker
Moderate
Thunder Fan
Avid Shopper
Netflix Viewer
Blogger
Tweets 1x/day
Facebook Fan
Pins on Pinterest
Demographics Psychographics Socialgraphics

14. 1414
Blogger
Tweets
1x/day
Pinterest
Volleyball
Player
Starbucks
Coffee
Drinker
Moderate
Thunder
Fan
Avid
Shopper
Female
35-44 yr.
old
Household
Income
$75K+
Married
College
Oklahoma
Today’s
Consumer
in
Real-time

15. Share of: Voice vs. Trend
15
Nike vs. New Balance on “barefoot running”
Percent Increase
Nike vs. New Balance overall blog mentions

16. New conversation content
Identify communities and influencers
Listen to conversations and blog posts to identify trends
and gain insights.
Participate & build relationships, become members of the
community (and not just a PR person.)
Research trends, companies, technologies and more.
Create real stories about your brand that connect with
trends and news of the day in your industry.

17. #CISION
Demonstration

18. 1818
Cision’s PR Edition Influencer
Search delivers a new level of
engagement with media contacts,
making it easy to identify and engage
with influential communicators on
social platforms

19. #CisionWebinar
Questions & Answers
19
Please enter your questions
for the speaker in the Chat
Box of your webinar console
or tweet them to
#CisionWebinar.

20. #CisionWebinar
Thank you for attending!
About Cision
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communications, social media and content marketing professionals. By offering the industry’s most
comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables
clients to improve their marketing and strengthen data-driven decision making. Cision also
represents:
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