Using Research, Surveys & White Papers to Generate Media Coverage:

Big Ideas for Small Budgets

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Sandra Fathi

President, Affect Strategies

Web: www.affectstrategies.com

Blog: www.techaffect.com

Email: sfathi@affectstrategies.com

Twitter: @sandrafathi

Prepared for Media Relations 2009May 19th, 2009 New York City

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Generating News

»Facts & Figures Can Be News: 1 Data Point is All You Need

»Research Can Be Fast, Cheap & Effective

»You Are Probably Sitting on a Goldmine

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»You Are Probably Sitting on a Goldmine

»Someone Has Already Done the Work for You: 3rd Party Data

»Ask & You’ll Receive: Employees, Customers & Contacts Can

Help

»Visualize the Headline: Greater Comprehension & More Real

Estate

Facts & Figures

» 1 Data Point Makes a Story

»Aggregating Data Makes a New Story

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Looking at Data Over Time Identifies Trends

»Stating the Obvious Isn’t Always Obvious

»Statistics & Data Mining Are Art & Science

»Sometimes the Question is the Story

USAToday Snapshots

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Ashton Kutcher vs. CNN

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

About.com: Sometimes the Question is the Story

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Research Can Be Fast, Cheap & Effective

»Free Online Resources: LinkedIn

»Free Distribution Channels: Social Media

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Low-cost Distribution & Analysis: Survey Monkey

»Use Your Assets: Website, email, press release, groups,

associations, membership

LinkedIn: Free/Low-Cost Single Question Polls

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Survey Monkey: Free/Low-Cost Distribution & Analysis

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

TwtPoll/PollDaddy: Free Social Networking Polls

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Sitting on a Goldmine

»Sales & Marketing Data on Your Own Product/Company

»Customer Service/Tech Support Calls

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Customer Feedback

»Web Analytics/Traffic Patterns

»Registration Information

»Employee/HR Information

Microsoft: Turn Spam Reports Into Headlines

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

YouTube: User Stats to Video on the Internet Demographics

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Campaigner: Statistics Aggregator

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

3rd Party Research

»Someone Else’s Data is Your Free Research

»Old is New Again

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Aggregate Data to Create New Data

»Analyze Data to Create New Data (Meta Data – Information -

Knowledge)

Absolute Software: Leveraging 3rd Party Data

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Time: Top 10 Everything

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Netpop: Analyzing & Aggregating Data = Market Intelligence

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Ask & You Shall Receive (Help)

»The Focus Group Around You: Employees, Customers,

Contacts

»Leverage Social Networks

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Leverage Social Networks

»Partner with a Distribution Outlet (Publication, Strategic

Partner, Vendor etc.)

»Partner with a List Owner (Publication, Strategic Partner,

Vendor etc.)

Visualize the Headline

»A Picture Tells the Story

»A Picture Sells the Story

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

» Images Take Up More Real Estate = More Coverage

»Cover Stories Require Images

»Visuals Are Viral

BusinessWeek: Iraq’s Fallen 4,000

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

Inc. Magazine:CEO Compensation

»2 Sentence Story

»Full Page Article

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

»Data Over Time = Trend

Identification

»Visual Impact

Contact Information & Resources:

Sandra Fathisfathi@affectstrategies.com212 398 9680

PROPRIETARY & CONFIDENTIAL 5/19/2009Affect Strategies

212 398 9680

web: www.affectstrategies.comblog: www.techaffect.comtwitter: @sandrafathiLinkedIn, Facebook: Sandra Fathi