data driven communications - denmark
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DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Data Driven CommunicationThe Mynewsdesk Playbook
Copenhagen & Aarhus
Nov 2017
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
A world where nostory goes untoldor unheard.
Our vision:
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
To release the full power ofstories, to inspire and spark positive change.
Our core purpose:
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
New York & LondonImpact Award
Best Social Community Building and Engagement
Innovation of the Year
Best use of Technology
Chairman’s Award
StockholmBest Digital Campaign
Best Digital Campaign
Most Innovative Campaign
New Thinking in Communications
Silver - Best PR Campaign
Silver - Best PR Campaign
Silver - Best Mobile Campaign
CannesBest Mobile campaign
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
+77% SALES
What happens when you get your PR right
Powered by Mynewsdesk
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
TRUSTFAKE NEWSFAKE CLICKS BRAND SAFETY.
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Full stack communicator
Technology• PR Tech
• Marketing Automation
• Conversion & Analytics
• SEO / SEM / PPC advertising
• Business & Marketing Strategy
• P&L, BS, Cashflow
• Growth levers
Business
Creativity• Brand Builder
• Creative Strategy & Concepts
• Writing
• Image / Video / Voice
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Technology
Business
Creativity
Collaboration in teams Continuous improvement
TransparencyPrioritization & Fast Feedback
React on Change
Full stack communicator
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017
549DKK
99 DKK
99 DKK
89 DKK
89 DKK
376Total: DKK
@jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Own contact list email open rate?
23%Newsroom subscriber email open rate?
40%
Follow
The importance of the subscription economy
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
The Mynewsdesk Difference
Growth amount of subscriptions global
200,000
150,000
100,000
50,000
0
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
4,500 Danish journalists subscribed
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Going Live!
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
MND Data PlaybookJanuary - June 2017
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Top performing Stories
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Top performing Stories
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean@jonobean
“Mynewsdesk took our communications from print to digital. Now, each of stories reaches more people than our former magazine did.”
- Lise Bjerning Terp Management Assistant
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Top performing Stories
‘Esvagt Sigma’ og ‘Esvagt Alpha’ redder 4 fra havareret sejlskib
Historisk friluftsbad genopstår
Discountkæden KIWI lukker i Danmark
Her er Årets Reumert Talenter 2017
3 udsat for afpresning
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
How long should my headline be?
Average headline length of top performing stories
6.8 WORDS
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
§
Number of Published Content Pieces by Weekday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Pageviews per Weekday
When should I Publish?
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Published Content Pieces per Hour of Day (UTC)
02
Pageviews per Hour of Day (UTC)
03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 20 2119 22 23 24 01
Best hour of Day to Publish
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Most Trafficked Image
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
Image
Jun 18, 2017 19:50 BSTFlat
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
Image
Maj 08, 2017 13:53 CESTGrøn energi til Biosupply.dk
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Top Stories Shared on
Top Stories Shared on Facebook
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
“Mynewsdesk has significantly increased our reach. We now get media coverage in trade magazines that we previously weren't aware of.”
- Rasmus Thye LynghøjKommunikationskonsulent
@jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Top Stories Shared on
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
”We have experienced a significant increase in media interest and have improved our brand awareness.”- Maria Noel
Kommunikationsmedarbejder
@jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Journalist Survey
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
Surviving and thriving in today’s disrupted digital media landscape
Key Findings From the Journalist Survey
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Prioritise stories over sales pitchesJournalists
39%
55%
55%
54% say content from brands is too self-serving
say it’s always aimed at selling something
say content from non-media companies is too self-serving
say brands don’t take any risks, so the content is uninteresting
PR professionals
say it’s always aimed at sell something
47%
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Become a trusted source
say journalists view their brand as a trusted source of information
say stories from brands lack journalistic discipline
42% 79%
PR professionals Journalists
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Journalists sources
Personal network
81%
Email: Press releases
71%
Email: Digests, newsletters or alerts
57%
Word-of-mouth
66%
71%
45%
Blogs
31%
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Key learnings
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
• Need to be more interesting
• Need to be less ‘salesy’
• Need to be more journalistic
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Now let’s Give you an Update on the Product
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
The Data Driven PR Workflow
Monitor Your IndustryMonitor
Create Your StoryCreate
Find & Manage AudienceContacts
Distribute your storyEngage
Measure Your ReachAnalyze
Publish your StoryPublish
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Create Your StoryCreate
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Produktion Idéudvikling + produktion
Strategi + idéudvikling + produktion
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
• From limited PR profile in Denmark to front page digital coverage
• Mixture of creative and corporate storytelling
• Success with Google search visibility
• Media spokesperson for toy industry
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
”Mynewsdesk feels like my own PR function. It creates great content and gives us access to all the journalists that matter.”- Michelle Ngoc Le Kynde
Nordic Marketing Manager
@jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Find & Manage AudienceContacts
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Introducing contact insights
• Get a grip of who is most important to you
• Who is interacting with what type of content
• When are they interacting with your content
• Who do you need to treat like royalty
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Success Center
• 24/7 support & help content available to you when it suits
• Easy, accessible and fun way to become a Mynewsdesk expert
• World class service to suit your needs;
chat, in -person, online
• Free training in 5 different languages
• www.help.mynewsdesk.com
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean
Mynewsdesk Academy
• 3,600 students currently studying courses
• 280 graduates with certification in Digital PR
• New upcoming modules on media relations 2.0 & SEO in PR
• Free development resource for you and you team
THE JOURNALIST SURVEY
© MYNEWSDESK 2017
Key Takeaways
© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
• Creative story telling should is still the thing that makes your brand stand out • Become a trusted source • Move from the spam world of PR to the subscription world • Think about the weekend & commuting content opportunity • Combining Creativity, Technology and Business is the only way to Futureproof yourself
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
"is like teenage sex, everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it"- Dan Ariely
Data Driven Communication
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
"In todays commoditised world the only way we can differentiate is how we communicate"- Don Schultz
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
© MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean
DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
Thank you!@jonobean