Using Corporate Data to Create Media Buzz

Creating Media Buzz
Leverage existing corporate data to provide social media content and
increase public relations coverage

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amy@k2-gc.com All Rights Reserved
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Agenda
• Introduction to K2 and Commtouch
• Why data driven PR is so important
• Examples
• Commtouch case study
• Q&A
• Brainstorming

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Your Speakers

Amy Kenigsberg Rebecca Herson
Principal Consultant Vice President, Marketing
K2 Commtouch

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K2 Global Communications
• Global PR and marcom for Israeli companies in the global market
• Bottom-line focus
• Experience introducing new technologies in specialized markets
• Local availability with global reach
• Five-year relationship with Commtouch

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• Publicly traded company (NASDAQ & TASE)
• HQ: Israel, 2 offices in USA (CA, FL)
• Profitable, growing quickly
• Cloud-based Internet security solutions:
anti-spam, antivirus, secure Web browsing
• Analyze billions of Internet transactions daily in global data centers
• Indirect business model: OEM and service providers
• 150 customers, serving hundreds of millions of users

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Benefits of Data Buzz
• Creates added value
• Reinforces your expertise
• Increases opportunities for media coverage

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Content Opportunities
• White papers
• Blog entries
• Tweets
• Press releases
• LinkedIn discussions

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Examples
Corporate Data in the News

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Predictions

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Aggregation of Network Data

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Multisource Data: You and Your
Customers

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360o Perspective
• Environment
• Channels
• Technology

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Leveraging Global Trends: Recycling
• 73% of their milk carton materials
can be recycled
• Goal: 100%
• Spain and China are recycling more
than 40% of their milk cartons
• Consumers in France and Germany
looked more favorably upon their
level of “green” packaging than the
UK (72%, 62%, 35%)
• By sharing ALL the data, their trust factor
increases

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Making Events Interesting
• American Academy of Pediatrics Annual Meeting
• The press release: http://www.prnewswire.com/news-releases/sports-related-knee-injuries-in-children-have-increased-dramatically-over-the-
past-decade-131942008.html

• The result

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Case Study
Commtouch Quarterly Trend Reports, Blog Content and PR

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Internet Security
= Commtouch

The Problem
To stay “top of
mind” in our
target media

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Quarterly Trend Reports
• Identified ongoing trends in Internet security
• Increases/decreases in spam/ malware
worldwide
• Origins of spam/malware
• Each report is accompanied by a press release,
quoting a Commtouch expert commenting on
the latest trend

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Blog
• Updated much more often – several times/week
• Enables us to do “news flashes” for hot stories, providing teasers to the
press, with a link for additional information
• 1st: promoting posts after they were published
• Later: started hand-picking key editors/journalists/bloggers we thought
would pick up the story & providing them preview information before
publishing the post
• Enhances our relationship with the writer
• Media coverage increased

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Special Reports/Surveys
• Third-party research on service providers’ attitude to outbound
spam (2010)
• Survey on hacked email accounts (2011)

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How We Collect Data - Internal
• Met with analyst team, explained how to identify something
newsworthy
• Continuously remind them
• Suggest potential search terms (e.g. holiday activity, news-related,
etc.)
• Now they email us with interesting tidbits
• Send them the blog post & media coverage so they see the results of
their involvement

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How We Collect Data - External
• Brainstorm for ideas that would appeal to the media
• Third-party analysts provide immediate credibility
• But, self-run surveys (Google Docs) are quick, easy and cheap
• If you’ve built up your credibility already through earlier data-driven PR,
people will believe your self-run study
• Partner with another, non-competing organization for additional
reach & credit

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Results
• Data-driven content + K2’s efforts nearly doubled our media
coverage over a two-year period
• After months of trying, we achieved coverage in the #1 security-
oriented blog (Krebs on Security), two posts in a row
• Journalists now check our blog for news, and approach us for
comment more often

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Results
Media Hits from Business Announcements
60

50

40

30
Business
20

10

0

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Results Outbound Spam
Compromised
Accounts Survey
Analyst Study Major drop in spam
120
Trend report
100

80

60 Data
Business
40

20

0
Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11

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Tips
• Identify the news values your target publications will respond to
• Brainstorm for data you can glean internally or create:
• Analyzing customers (present it anonymously unless you have permission to name
names)
• Industry trends
• Survey your customers/friends/your friends’ dogs for things you’d be interested in
reading about
• Enlist other people within the company who have access to relevant data; excite them
about the positive impact they can have
• Present the data “objectively” without referring to your products; if the journalist feels
it’s a product pitch, s/he will ignore it
• Be a consistent source of high quality information and journalists will start to seek you out
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Q&A
Brainstorming Your Data

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Potential Topics for Attendees
• AgencyFour
• Effectiveness of email marketing v. online advertising. V SEO/Best balance
• Change in demand for these types of services
• Average email list sizes, based on industry
• Celebros
• Consolidate your analytics (shoppers’ real-time behaviors including search, click-through and conversion rates)
• Overall, region, type of site
• Search – What are customers really looking for?
• Mobile v. online shoppers
• High-volume sales (non-holiday)
• CFMC USA
• Volumes of screws in the average car, fighter jet, etc.
• Evolution of metal usage in high-demand environments (titanium v. stainless steel, etc.)
• What kinds of customers need “customized” fasteners?
• Strength testing (Size v. material v. surface area)

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• Cohen Brothers
• Types of deals
• Characteristics of companies generally involved in M&A
• Timeline of the typical M&A experience
• Colony Real Estate Professionals
• Time between first viewing and making an offer
• Ask buyers – did logic or heart decide?
• Comverse
• Volume of voice v. messaging v. data
• Evolution of message delivery
• Mobile broadband traffic rates
• Pricing analysis by region, type of customer
• Service offerings with highest ARPU
• Campaign management analysis – when do people buy what?
• General: Global services - Great resource - What are they doing and for whom?

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• Concealium
• Types of business using your service
• Volumes of data being protected
• Types of threats in an SaaS environment
• ObserveIT
• Volume of activity
• Types of crises that motivate purchase
• Sizes of data centers – Equipment/employees
• Translating your white papers
• Patent Attorney
• Historical perspective: Types of patents today (telecom, medical) v. previous years
• Patent categories: Hardware v. software v. machinery v. ideas
• Pollogen
• Survey: What do doctors/aestheticians say are problem areas? Average age of patients?
• Geographic analysis of sales: Doctors in London by most machines, NY #2, LA #10 = London women most concerned about cellulite
• Pulse technology reduces cellulite by X%
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• Raysat Antenna Systems
• Bandwidth usage: Planes v. passenger vehicles v. cars
• Time of usage: Dates/hours
• Customers: Private v. public
• Sortal
• Which types of retailers are “going social”?
• What shopping days are busiest/slowest (non-holiday)
• Tecom
• Evolution of technology – What did the first TechPod have? What are presenters demanding today?
• Change in demand – Classroom v. training v. military
• Longevity of equipment – e.g. DVD player lasts for five years (Only focus on positives)
• Typemock
• Types of errors
• Error volumes per programming language: C++ v. .Net
• Industries using your technology
• Evolution of coding

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