how data, content, and technology are changing communications & earned media · 2016-11-22 ·...

How Data, Content,

and Technology

are changing

Communications &

Earned Media

Consumers Are Increasingly

Resistant to Advertising

of consumers say advertising has

little to no influence on them

when making purchase decisions

88%

Source: Forrester

Audiences Avoid Ads Whenever Possible

Source: Global Web Index

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.

Earned Media Has Re-Emerged as a Driving Force

Source: 2016 Outsell Earned Media Study

Marketers Rethink Their

Media Strategy

of senior marketers believe

earned media is more effective

than paid media

80%

% of Firms Using Earned Media Tactics

Leveraging the Power of Earned Media

Source: Outsell

CONVERGENCE

Paid Owned

Earned

COMMUNICATORS MUST ADAPT TO THE CHANGING CONSUMER

WHERE, WHEN & HOW THEY CONSUME CONTENT

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

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

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

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.

What’s Next?

Integrated Communications

Consistent strategy and

messaging across mediums

Influencer Data

News Content

Insights and Analytics

Engagement Tools

Workflow

Distribution Network

Current Future

Data and Audiences

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

API

Plug It In

A Shift from Vanity Metrics to an Attribution Model

Great CONTENT

Distributed EVERYWHERE

AMPLIFIED through SocialShared by INFLUENCERS

Connected to the BOTTOM LINE

Make intelligent, rapid decisions to EXECUTE

your communication strategy in a UNIFIED

way across paid, owned and earned channels.

Asia-Pacific Footprint

Kevin Akeroyd

Chief Executive Officer, Cision

@Akeroyd

Learn more at Cision.com

Thank you!