How Data, Content, and Technology are changing Communications & Earned Media · 2016-11-22 · and...
Transcript of How Data, Content, and Technology are changing Communications & Earned Media · 2016-11-22 · and...
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How Data, Content,
and Technology
are changing
Communications &
Earned Media
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Consumers Are Increasingly
Resistant to Advertising
of consumers say advertising has
little to no influence on them
when making purchase decisions
88%
Source: Forrester
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Audiences Avoid Ads Whenever Possible
Source: Global Web Index
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To what extent do you trust the followinginformation sources?
Source: Edelman Trust Barometer
78% Recommendations from friends and family.
65% Academics, analysts, journalists,and other experts.
61% Companies I use.
32% Celebrities.
31% Companies I don’t use.
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Earned Media Has Re-Emerged as a Driving Force
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Source: 2016 Outsell Earned Media Study
Marketers Rethink Their
Media Strategy
of senior marketers believe
earned media is more effective
than paid media
80%
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% of Firms Using Earned Media Tactics
Leveraging the Power of Earned Media
Source: Outsell
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CONVERGENCE
Paid Owned
Earned
COMMUNICATORS MUST ADAPT TO THE CHANGING CONSUMER
WHERE, WHEN & HOW THEY CONSUME CONTENT
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PLANNING & EXECUTION RESULTS
•Goal: Create global awareness of its product launch & partnership with football celebrity Lionel Messi
•Distribute a global releases to US, Europe, Latin America and Asia
• Language localization to reach local audiences
•Release featured on 400+ online websites with 500+ million potential audiences
•Release drew 482,000+ video views and 19,000+ image views and downloads
•Overwhelming enquiries from distributors worldwide which led to purchase orders generating significant ROI
Content Distribution Asia-Pacific Case Study
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Case:One of the largest heavy machinery manufacturer of China.
Signature Products
Industrial Events &
PartnershipsSocial Responsibility
● Awards
● Green Power Products
● Apprentice Program
● Water Cellar Project
● XCMG-Cloud with Alibaba
● Innovation Design Competition
● New Products at Bauma 2016
● Core Component Development
Content creation
on 4 pillars:
Service for XCMG:
• Content Creation
• News Release Distribution
• Media Monitoring
Technological Innovation
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Summary
Release Amount
19
Potential Audience
143 million
Country Coverage
119
Total Pickups
7,783
Case:
Global distribution with emphasize on
South America and East Europe
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Buzz Volume 声量监测结果
■ XCMG is having steady buzz volume from
News website as well as social media
■ Buzz volume reaches peaks when news
release distributed
■ Events covering multiple fields will create
highest buzz volume.
Case:
Global media monitoring for XCMG and its
competitors.
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What’s Next?
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Integrated Communications
Consistent strategy and
messaging across mediums
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Influencer Data
News Content
Insights and Analytics
Engagement Tools
Workflow
Distribution Network
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Current Future
Data and Audiences
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Go Beyond the Influencer
Female
35-44 years old
Income $100K+
Married
College Grad
Chicago
Yogi
Starbucks Coffee Drinker
Liberal
Cubs Fan
International Traveller
YouTube Viewer
Food Blogger
Tweets 3x/day on average
100+ Brand/Movie Likes on Facebook
DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS
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API
Plug It In
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A Shift from Vanity Metrics to an Attribution Model
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Great CONTENT
Distributed EVERYWHERE
AMPLIFIED through SocialShared by INFLUENCERS
Connected to the BOTTOM LINE
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Make intelligent, rapid decisions to EXECUTE
your communication strategy in a UNIFIED
way across paid, owned and earned channels.
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Asia-Pacific Footprint
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Kevin Akeroyd
Chief Executive Officer, Cision
@Akeroyd
Learn more at Cision.com
Thank you!