Cision Communication Cloud: Uncover Your Audience's Influencers

@cision | #cisionwebinar@cision | #cisionwebinar

Cision Communication Cloud™: Uncover Your Audience’s Influencers!

Valerie Lopez, VP, Media ResearchStacey Miller, Director, Communications

@cision | #cisionwebinar


▪ Stacey is responsible for media relations, analyst relations, influencer relations, social media, blog and internal comms. Pioneered influencer relations for Cision. Tweet me @staceylamiller

▪ Val oversees the enhancement and maintenance of the Cision media database containing information for over 1 million media outlets, journalists and bloggers. Tweet me @valerielopez

▪ Both 10 year veterans of Cision

A Little About Us



By the numbers


92% of people trust recommendations from individuals (even if they don’t know them) over brands. (Source: Nielsen)

37% better retention is reported for customers acquired through word-of-mouth. (Source: Deloitte)

47% of of users are influenced in their purchases by social media. (Source: Deloitte)

81% of marketers who have used influencer marketing judged it to be effective. (Source: eMarketer)

The “WHY?”


Content SlideWorking with Influencers Can...


Boost Brand Awareness

Educate the Masses

Increase SEO Authority

and Search Ranking

Help Mitigate Crises

Establish Trust and Credibility

Enable More Content

Acquire New Clients

Retain Clients

Encourage Loyalty and Advocacy

Drive Traffic

Break Through the Noise

Grow Social Communities


Social vs. Traditional


• In an era of social media, influencers are everywhere and are not bound by employment with a traditional news source.

• Ability to cover news faster than many traditional news sources.

• Many specialize in niche topics and might be more receptive to details which a general interest news source would only cover sporadically or reactively.

Inspire others to act!

Social Influencers


• Social media in the newsroom is here to stay

• Social media competition & the coveted millennial demographic

• The PR-Journalist relationship is still important

• Press releases and story leads are valuable

State of the Media Report


State of the Media Report54.1% say they will pursue a pitch that is thorough and has all the details they may need


Types of Influencers

Celebrities Experts Social Media Influencers

JournalistsOrganic Advocates


Who is really influential?


• Narrow your search. Looking to promote a new organic restaurant? Don’t look for people covering general food or restaurant reviews; find those specifically covering organic food.

• Those organic food influencers will be following – and have followers – who live, breathe, and love organic.

• They may not have a huge audience, but they WILL have an audience who will absorb and share on-target news.

The Power of a Few


• Do your homework (Part 1). Know what they cover & know their audience

• Lead Times & Media Types

• Location (National vs Local)

• Editorial Roles

• Don’t be tone deaf! Get to know their tone and style.

One Pitch Does NOT Fit All


Building Rapport

#besties


• Do your homework (Part 2). Know your brand, product, expert, etc.

• Personalize. Foster new relationships.

• Keep it brief & stay relevant. Don’t forget to spell check!

• Be authentic, kind and honest. Keep an open mind.

• Pitching experts? Start with the CEO. Pitching data? Helps if it’s quoted elsewhere.

• Be available and always follow through!

Creating the Perfect Pitch


1. Sending irrelevant pitches

2. Spray & Pray

3. Being overly persistent

4. Using outdated lists

5. Not honoring opt-out requests

5 Biggest Mistakes You Can Make

Cision Communication Cloud: Uncover Your Audience's Influencers

Marketing

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