How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum

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Critical Media is transforming from a B2B SaaS platform into a media company. It was founded in 2002 and is headquartered in New York City with over 100 employees. It launched several products and services between 2004-2012 including Critical Mention for monitoring, Syndicaster for publishing content, and ClipSyndicate for sharing clips. It uses various tools and strategies for listening, creating, and engaging audiences across digital channels and aims to expand into marketing and advertising while continuously testing and improving.

Business

How a B2B SaaS platform is
transforming itself into a
media company

Critical Media

@criticalmention
facebook.com/criticalmention
FOUNDED: 2002
• NUMBER OF EMPLOYEES: 100+
• HEADQUARTERED: New York City

PRODUCT LAUNCHES
• Critical Mention – 2004
• Syndicaster – 2009
• ClipSyndicate – 2009
• Partner API - 2010
• AllMedia - 2012

Digital Footprint

New York
Oregon

Florida

The Game
monitor.criticalmention.com/bdi

Listen, Create, Publish, Earn Money*

Tools
Our Own Dog Food Subscription/Free

• Critical Mention - listen Google Analytics
Google Webmaster Tools
Google Trends
Facebook Development
• Syndicaster – create IFFT
AdWords
adCenter

• ClipSyndicate – publish SEMrush/Spyfu
Email
CRM
DSP
Social Management

How We Search
Web Search

Social Search

Broadcast Search

Print Search

Our Social Pillars
1. Branding & Thought Leadership
2. Lead and Prospect Generation
3. Reputation Management
4. Audience Research & Retention

Convergence
How are you using what is
being mentioned on TV or in
Social Media to power your
client’s marketing strategies?

Listen
Create
Engage

Case: Critical Minute
Case: Critical Minute
Expanding beyond PR to marketing and advertising – digital & social

Production
Recommendations:

1. Share Google Calendars and Drive
1. Creative Schedule
2. Social Schedule
3. Content Calendar
1. Schedule Content
2. Assign Owners

Project Management System

Face time:

1. Weekly Marketing Meetings
2. Daily Discussions
1. Bandwidth
2. Freedom of Speech and
Creative

Automation
Paid Search – automated rules and
reporting.

Scheduled:
1. Emails
2. Posts
3. Campaign launches (Paid)

Google Alerts
Webmaster tools
Analytics

Content Distribution

Always Be Testing (AB)
Promotional offers – our audience loves gift cards

What creative generates the most demo leads?

The most demo leads to sales?

Simple > Complex

Reporting
Analytics – reports emailed to
stakeholders

Daily Marketing report – email to more
than 20 team members

Lead, sale, lead-to-sale reports by rep

Success means more budget

proposed budget

best projected revenue

current . projected revenue

worst projected revenue

CHAPTER 1: THE GAME
Engage – monitor.criticalmention.com/bdi

CHAPTER 2: THE TOOLS CHAPTER 4: THE PRODUCTION
Tools Creative
Search Production
Social Automation
Case Studies Always Be Testing (AB)
Convergence
Listen CHAPTER 6: THE REPORTING & SUCCESS
Create
Publish

CHAPTER 3: THE STRATEGY
Strategy
User Experience
Analytics
Attribution

Thank you!
Dane Wiseman
Digital Marketing Manager
Critical Media
dwiseman@criticalmention.com
646-218-9442
Visit Critical Media
521 5th Ave, 16th Floor

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