step by step: creating data-driven content that commands ... · a perfect storm: factors converging...
TRANSCRIPT
January 14, 2016
Step by Step:
Creating Data-Driven Content that Commands Coverage
Carrie Driscoll
Vice President
212.445.8383
South America
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Meet the Presenter
Carrie Driscoll
Vice President
(212) 445-8383
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Meet the Presenter
Carrie Driscoll
Vice President
(212) 445-8383
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THE Challenge
Working in the “age of mobile,” digital news and social media, it is increasingly
challenging to break through the noisy and crowded media environment.
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Data Drives Headlines & Breaks Through Clutter
In a data-driven world,
numbers speak and
can help break through
the clutter,
BUT ONLY…
Data is in the driver’s seat. It’s there, it’s useful and it’s
valuable, even hip.
“The Age of Big Data” (February 12, 2012)
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if “served” in a lively, interactive way through multiple formats
that can make their way to different destinations.
Data is…
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FUN… COOL… SEXY!!!
Big Business to the Rescue
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At a time when many businesses have bottom lines that are larger than many first world
countries’ GDPs and have more economic weight behind them – indeed business has a role to play.
Businesses are no longer idly standing by and “lobbying” for their cause – they are stepping up and
into action.
And, businesses are getting more credit for stepping up and addressing problems ahead of
government action, or in some cases in reaction to a governmental action.
A Perfect Storm:
Factors Converging toward Thought Leadership
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Thought Leadership
Data is SEXY
Extensive Content
Multi-faceted Media
Content
Corporate Reputation Matters
Consum-er
Expecta-tions &
Loyalties
Social Issues
Amplified
Inter-connected
World
No Govern-
ment Progress
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TYPICAL APPROACH
TO RESEARCH VS. THIS APPROACH TO RESEARCH
Objectives Generate statistics to support
communications Enable a company or brand to take ownership of a “big”
and meaningful idea to showcase as their platform
Research
Design
Shorter-length Quantitative Survey
Multi-phase Research Program
(Literature Review, Academic/Media Partners, Qualitative
& Quantitative)
Research
Content
Generate interesting facts Explore and define a central
hypothesis or hypotheses
Outputs
Press Release, Infographic, Snackables Press Releases, Infographics, Snackables, Op-Eds,
White Papers, Indices, Videos, Microsites, Myth
Busters, Fact Sheets, Quizzes, Blogs, Social Media,
etc.
Multifaceted stakeholder engagement program based
on content generated by research results
Ongoing engagement of stakeholders in meaningful
conversations and interactive dialogue to build and
solidify relationships
Investment Less time, money and resources More time, money and resources
How This Research Approach is Different
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A Data-Driven Approach to Creating Original Content
A rigorous approach and process to research will drive
credibility, authority, and reach to gain maximum media & stakeholder engagement.
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EXPLORE EXAMINE EXECUTE ENHANCE
ENGAGEMENT
Test Hypotheses
Raise Visibility / inform Program
Create Content
Develop Assets
Meta-Analysis
Identify Collaborators
Engage Stakeholders
Explore
Meta-Analysis
Identify Collaborators
EXPLORE
Test Hypotheses
Create Content
EXAMINE
Develop Assets
Engage Stakeholders
EXECUTE
Raise Visibility / inform Program
ENHANCE
ENGAGEMENT
Case Study: Academic & Media Partnerships CIT: Voice of the Middle Market
KRC is currently partnering with CIT on the fourth annual CIT Voice of the Middle
Market Study, the results of which -- and any notable movement from prior years –
is now much anticipated by stakeholders, the media, and the investment community.
Position CIT as the
“go to” source for
insights and data about
the middle market
sector of the economy
Multi-phase research
approach:
Literature review
In-depth interviews
Stakeholder survey
White paper and
infographic
Academic Partnership
with Professor Arnoldo
Hax from MIT’s Sloan
School of Management
and Media Partnership
with CNBC
Identified white space on the
middle market for CIT to claim
Created website to highlight
research findings:
http://tinyurl.com/8asev5l
Conference and networking
event for middle market
executives at the NY Stock
Exchange
Consistent drumbeat of
engagement with stakeholders by
showcasing the study findings on
the CIT microsite with the
collateral KRC developed,
including a full results report,
white paper, and infographic
Multiple publications including
The Wall Street Journal’s
Market Watch and
DailyFinance
Interview with CIT Chairman
and CEO John Thain on
CNBC’s “The Closing Bell
with Maria Bartiromo”
CIT and Professor Hax rang
the Opening Bell at the NYSE
OBJECTIVE METHODOLOGY OUTCOME MEDIA
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Conducting a Meta-Analysis of existing
literature will clearly identify and validate
ownable white space opportunities and
ensure that the research focuses on a storyline
that is indeed unique, differentiating,
authentic, & credible.
In the Meta-Analysis, we will use
secondary research to examine
surveys that have been covered in the
mainstream media within the past 12-18
months.
Neglecting to conduct a Meta-Analysis:
Leaves the research more vulnerable to replicating
findings and storylines from another organization
Decreases the media value of the research
Renders the research insights less useful for
business, sales, and marketing purposes
FIND YOUR
WHITE SPACE
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Identify White Space Opportunities
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Collaborating with Media and/or Academic Partners will:
Maximize Media Coverage
Leverage the properties, audience and/or customer base
of the media and/or academic partners
Act as a voice to the marketing & communication campaign
Bolster Credibility
Validate and lend credibility to the research and program
Add Value
Advise on the research topics and angles to ensure that the
research and resulting content and assets will generate interest
among stakeholders and the media
Garner FREE PR!
Establish a (typically) FREE, mutually beneficial relationship
with a Media Partner, based on the exchange of promotion and
coverage by their outlets, for original content generated from the
research, which will help fill their 24/7, content-hungry news cycle
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Partner with Media & Academics
Partners should be selected based on a
number of factors including expertise,
brand fit, mediability, traditional &
social connections, and reach.
ACADEMIC PARTNERS
MEDIA PARTNERS
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CIT in Action: Academic & Media Partners
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Examine
Meta-Analysis
Identify Collaborators
EXPLORE.
Test Hypotheses
Create Content
EXAMINE
Develop Assets
Engage Stakeholders
EXECUTE
Raise Visibility / inform Program
ENHANCE
ENGAGEMENT
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Test Hypotheses, Generate Ideas, & Gain Buy-in
with 1:1 KOL In-Depth Interviews
Interview internal and external KOLs to vet the
white space concept and hypothesis and to
gauge the level of and pique their interest in
engaging with the content that will flow from the
research.
These qualitative 1:1 interviews will help:
Ensure that the interests of key parties are reflected
in the study
Incorporate the knowledge and insights of internal
and external experts into the research
Gauge levels of interest in the research in general
and the topics we are planning to explore
Raise interest in and gain buy-in from stakeholders
prior to public release
Understand awareness of the brand as a thought
leader initially and allow for benchmarking in the
future to see how attitudes may change over time
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Learnings from in-depth interviews with KOLs will
inform and hone the quantitative research.
Quantitative Survey
Conducting proprietary research via a robust
scientific quantitative survey will generate
data statistics to create original content and
develop extensive multi-channel assets.
Surveying multiple stakeholder groups will enable
comparisons and reveal any expected or surprising
similarities and/or disconnects, as well as to ensure
we hear and tell a more holistic story, which will
maximize media outreach and the range of target
publications.
Social Media Landscape
Analyzing the social media landscape is another
source of quantitative data, which can be used to
create and develop additional original content and
multi-channel assets.
Generate Original Content from Quantitative Research
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Quantify the Social Media Conversation Landscape
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Conducting this analysis produces quantitative data for use in content
creation and asset development, positioning the brand as an authority on
and leader in the social media discourse around the white space –
which enables the brand to ultimately drive the online, in addition to the
offline, social conversation.
To accurately analyze the conversation landscape, humans – not
machines that claim to but cannot accurately interpret context and dual
word-meanings – examine relevant hashtags, tweets, posts, and
comments and then quantify them, by coding the conversation.
Existing automated social listening tools monitor sentiment and count
“likes” and “tweets,” but automated analyses do not lend to strategic
guidance or actionable insights.
The human-based coding & analysis of the social media landscape yield:
Mediable headlines and content for assets that bolster the Deloitte campaign
Meaningful insights around Deloitte’s target audiences
Strategic recommendations for Deloitte communications, building on
existing sentiment
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Case Study: Social Media Landscape Analysis National Pork Board: The State of American #foodporn
Human Auditing of Social Media Conversation
for Thought Leadership
In the case of the National Pork Board, KRC was challenged to turn millions of tweets
using the hashtag “#foodporn” into meaningful thought leadership insights around the
average “American meal.”
Our Approach
Rather than aiming for quantity, the team aimed for quality, hand-coding a selection of
1,500 tweets from a pool of over 30 million on over two dozen variables such as type of
meat, preparation, type of cuisine and tone of the post— among others. The product of
this exercise was a robust dataset that KRC was able to quantitatively analyze.
The Outcome
KRC developed example media headlines for the client and created an infographic
that visualized the findings in a clear and interesting way including:
Meaningful insights around target audience behavior
Strategic recommendations for communications building on existing
consumer sentiment
Mediable headlines and infographics integrated with the client’s current campaign
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Case Study: Social Media Landscape Analysis National Pork Board: The State of American #foodporn
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Execute
Test Hypotheses
Create Content
EXAMINE
Develop Assets
Engage Stakeholders
EXECUTE
Raise Visibility / inform Program
ENHANCE
ENGAGEMENT
Meta-Analysis
Identify Collaborators
EXPLORE.
Develop Multi-Channel Assets from Research Results
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The content generation possibilities from this type of research are rich and numerous.
Social & Research
Results
CIT in Assets: Press Releases
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CIT in Action & Assets
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Develop White Paper to Bolster Credibility
Developing a White Paper, which is an in-depth
interpretation of the research data in narrative
and graphical form, will add heft and credibility
to the campaign to ensure that it is taken seriously
by the media and other key internal and external
stakeholders.
The White Paper will be designed to be shared and
distributed via non-traditional outlets, including
industry conferences, academic journals, and
brand website and/or microsite.
The White Paper also presents an opportunity
to publically showcase executive leadership
and the Academic and/or Media Partner, by
including a signed foreword or introduction.
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CIT in Assets: White Papers
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CIT in Assets: White Papers
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CIT in Assets: White Papers
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Develop Data Visualization as Storytelling Assets
Infographics are a visually-compelling way to present complex data in an engaging, easily
comprehensible and shareable format.
A method to break through the clutter and noise in today’s media to attract attention
An essential component of well-packaged data visualization that can also be broken into smaller, bite-size
“snackables,” with high social media value
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Infographics, Infographics…
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CIT in Assets: Infographics
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Develop “Snack-ables” for Social Sharing
A full-size Infographic can be repurposed into bite-size infographics, or “snackables.”
Utilizing only a handful of statistics makes snackables easily digestible and prime for sharing on
social channels.
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Snackables: A Social Break Down
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CIT in Assets: Snackables
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Economic
Outlook & Growth
The middle market in the
U.S. takes in a combined
annual revenue of $6 trillion
and employs more than 30
million people.†
The following are insights
from middle market
executives in the
United States:
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A stakeholder engagement video or video
series marries the findings of the research
with the overarching platform.
The video would:
Feature a “man on the street” perspective
with stakeholders reacting to the
research results and discussing how their
opinions compare
Engage stakeholders by encouraging
them to share stories about the topic
Be posted on the brand’s website or
microsite as well as on the brand’s social
media properties
Develop Stakeholder Engagement Video
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Work with the third party Academic and/or Media
Partners to develop a custom, branded Index
based on the proprietary research results
around the white space opportunity.
The output is a propriety set of measures in
the form of an Index, to be branded, owned,
and promoted.
Conducting the research at set intervals – i.e.
annually, quarterly – will establish an ongoing
tracking mechanism and generate stakeholder
interest on how the Index scores change
over time.
Tracking these measures will generate
additional content, serialized media
coverage, and ongoing stakeholder
interest and engagement.
Develop Proprietary Branded Index to Track
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A Microsite serves as a centralized location where
stakeholders can go to gather and engage with a constant
stream of up-to-date information – content from the brand,
academic and/or media partners and other third parties.
Ultimately, a well-procured microsite can build a
long-term stakeholder community with the brand at the helm.
The microsite can engage stakeholders in multiple ways:
Take a test to see how they compare to the research
Download white papers, collateral, & apps
View and share Stakeholder Engagement Videos to
show the range of stakeholder perspectives
Watch videos from the Academic and/or Media Partner,
other third parties, and/or industry experts
Upload videos of their own stories and testimonials on
the topic to share with the community
Test knowledge of the topic for contests and learn new
information via Myth Busters and Check Lists
Read and comment on blogs curated by the brand or
the Academic and/or Media Partner
Develop Microsite for Ongoing Engagement
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CIT in Assets: Microsite
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http://www.cit.com/middle-market/index.htm
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Enhance Engagement
Test Hypotheses
Create Content
EXAMINE
Develop Assets
Engage Stakeholders
EXECUTE
Raise Visibility / inform Program
ENHANCE
ENGAGEMENT
Meta-Analysis
Identify Collaborators
EXPLORE.
Convene Stakeholders to Launch & Promote Platform
Global Summits
CIT in Action: Convening Stakeholders
@ the New York Stock Exchange
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Drive Coverage by Traditional Media & Beyond
Coca Cola Sustainability Solutions Summit Brings Together
Amazon, Unilever and PEPSICO
Coca Cola Leads Summit to Address
Sustainability Solutions.
Partnering with the Wall Street Journal and high
level academics, Coca Cola convened businesses
and NGOs to discuss the issue of sustainability
and what a solution for the future looks like.
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Top Executives from Different
Companies Come Together To
Address Sustainability at the Coca
Cola Sustainability Solutions Summit
Maximize Reach via Multiple Social Channels
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Amplify & Continue Coverage via Social Media
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Google brings together top businesses to talk cybersecurity solutions. http://on.wsj.com/josfvn93
Recently attended eye-opening Google Cyber
Summit, here’s what I learned:
http://bloom.bg/1DmMHjH
#cybersecurity #cyberresilient
#securesolutions
Fantastic holistic view of hacking and the
cybersecurity problem, and real consensus
and genuine solutions from Google Cyber
Summit. #cybersecurity #cyberresilient
#securesolutions
KRC Research Case Studies
Bentley University
A Case Study
Case Study: Media Partnership Bentley University: The PreparedU Project
How does a small, four-year, regionally-known business school
bring greater national awareness to its successful curricular
model, while forging greater partnerships for brand
recognition?
Our Approach
The PreparedU Project: a research-driven conversation led
by Bentley University and President Gloria Larson, in
partnership with Bloomberg, to bring solutions to the millennial
job preparedness gap.
The Outcome
Reinforced positioning of President Larson as a savvy,
business-aligned thought leader in higher education
Garnered coverage by Tier-1 media outlets, including the
New York Times, the Wall Street Journal, the Washington Post,
the Boston Globe, and all Bloomberg properties
Earned nearly 20K unique views for the launch event from
Bloomberg HQ in NYC, a 32% increase in YOY brand
mentions, and 100M earned media impressions
Produced ongoing serialization opportunities for media
coverage, visibility, and stakeholder engagement
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Bentley Launch Video
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Bentley in Action: The PreparedU Project
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9 stakeholder
audiences
1 Most comprehensive
study of preparedness
to date
4 phases
of work
11 topics
explored
average
interview
duration
in minutes
3,149 quantitative
interviews
conducted
16 potential
solutions
tested
307 polling
questions
asked
24 qualitative
in-depth
interviews
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Bentley in Action: Media Partner
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Bentley in Assets: Storybook
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Bentley in Assets: Personifying Stakeholders
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Bentley in Assets: The Story Personified
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Bentley in Assets: Storytelling Infographic
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Bentley in Assets: White Paper
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Bentley in Assets: Microsite Community
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Bentley in Action: Convening Stakeholders
@ Bloomberg HQ NYC & Beyond
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Bentley in Action: Convening Stakeholders
@ Bloomberg HQ NYC & Beyond
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Bentley in Assets: Ongoing Serialization
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Q&A
Carrie Driscoll
Vice President
212.445.8383 (direct)
KRC Research
909 Third Avenue
New York, NY 10011
www.krcresearch.com
@krcresearch | #krcfindings
Our insight. Your breakthrough.
Thank You!