Tim PrizemanKelso ConsultingPR & thought leadershipconsultantsThe data goldminehidden in yourbusiness
Thought leadership ?Opinion is cheap – facts are expensive !… and much of it isas dubious as thisclaim I found on theinter...
Data gathering
The good news…. It’s not just them !
It’s not just them …. It is you!• Through the website• Through the cash till• In the IT system• In the call centre• In cus...
So how did two small businesses takeadvantage of this….And what are the lessons for yourorganisation?
• Outsourced Employee expensesmanagement• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s...
• Outsourced Employee expensesmanagement• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s...
Data mined and analysed it to create:
Not just “content marketing”• Main annual leadgeneration initiative• At pitches won on insights(not service/ softwarefeatu...
• Management consultants• About 20 people• Advise larger businesses and councils onimproving employee and managerperformance
• Management consultants• About 20 people• Advise larger businesses and councils onimproving employee and managerperforman...
Data mined and analysed it to create:
Outcomes included:• Two-month campaignbased on thoughtleadership report 50+ itemsof coverage including frontpage of the Da...
Lessons….• Most businesses have data lurking in them(especially cloud and service businesses)• It is typically free, and i...
Lessons• Don’t just present the data – interpret it• Highlight trends your data illustrates(identify trends and find the d...
Roadblocks
When you get opposition remember…..You have to keep saying to yourself “pettybureaucracy won’t defeat me” over and over
Hope you are inspired tofind the goldmine of datasomewhere in yourorganisationPart 2 – The datagoldmine availableoutside o...
Slides available from:www.kelsopr.com/blogwww.SlideShare.net
Upcoming SlideShare
Loading in …5
×

Content marketing & the data goldmine in your business - June 2013

1,207 views

Published on

These are my slides from the June 2013 Content Strategy Lightning Talk hosted by the London Content Strategy Meetup group.

My presentation looks at the data goldmine within most businesses, and how two small businesses utilised this (with my help) to generate great research and insights that allowed them to create powerful PR, lead generation and content marketing initiatives.

Hope they are of interest, and further details about one of the campaigns is at http://www.kelsopr.com/pr-case-studies-1.

In the near future I will turn them into slideshow with an audio voice-over as they may not be hugely useful to non-attendees without this!

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,207
On SlideShare
0
From Embeds
0
Number of Embeds
849
Actions
Shares
0
Downloads
2
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Content marketing & the data goldmine in your business - June 2013

  1. 1. Tim PrizemanKelso ConsultingPR & thought leadershipconsultantsThe data goldminehidden in yourbusiness
  2. 2. Thought leadership ?Opinion is cheap – facts are expensive !… and much of it isas dubious as thisclaim I found on theinternet !
  3. 3. Data gathering
  4. 4. The good news…. It’s not just them !
  5. 5. It’s not just them …. It is you!• Through the website• Through the cash till• In the IT system• In the call centre• In customer and employee surveys• In recruitment• Through online payments• In the reports your people make onsite
  6. 6. So how did two small businesses takeadvantage of this….And what are the lessons for yourorganisation?
  7. 7. • Outsourced Employee expensesmanagement• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s of individual users
  8. 8. • Outsourced Employee expensesmanagement• 3 people in 2001, 90 in 2011• Acquired many FTSE and blue chip clients• 100,000s of individual usersVast amounts of data from whenever someoneentered an expense claim – for them it was awaste by product
  9. 9. Data mined and analysed it to create:
  10. 10. Not just “content marketing”• Main annual leadgeneration initiative• At pitches won on insights(not service/ softwarefeatures)• High profile press coverage• Established GlobalExpenseas the market leader (soalways invited to tender) –despite larger internationalcompetitor
  11. 11. • Management consultants• About 20 people• Advise larger businesses and councils onimproving employee and managerperformance
  12. 12. • Management consultants• About 20 people• Advise larger businesses and councils onimproving employee and managerperformanceHad data from client projects going back 15+years (and had recently consolidated it onExcel)
  13. 13. Data mined and analysed it to create:
  14. 14. Outcomes included:• Two-month campaignbased on thoughtleadership report 50+ itemsof coverage including frontpage of the Daily Telegraphand Radio 4 interviews.• Won “Best austeritymarketing campaign” atFresh PR Awards.• Integrated campaign led todramatic increase in salesmeetings at councils14
  15. 15. Lessons….• Most businesses have data lurking in them(especially cloud and service businesses)• It is typically free, and it is a hugelyvaluable resource• When you have data it adds a whole newlayer of credibility to you and yourarguments
  16. 16. Lessons• Don’t just present the data – interpret it• Highlight trends your data illustrates(identify trends and find the data to confirmit)• Mix your data with external sources toaggregate up “UK PLC figures” for high-impact PR• Don’t be too ambitious at the start – aim tobuild with future versions
  17. 17. Roadblocks
  18. 18. When you get opposition remember…..You have to keep saying to yourself “pettybureaucracy won’t defeat me” over and over
  19. 19. Hope you are inspired tofind the goldmine of datasomewhere in yourorganisationPart 2 – The datagoldmine availableoutside of your business
  20. 20. Slides available from:www.kelsopr.com/blogwww.SlideShare.net

×