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Understanding the
Big Data Mess
Today’s Participation
2
• During today’s webinar, attendees will be in listen-only mode.
• If you are experiencing audio issues, please use the chat box to contact the webinar host.
• Submit text questions: Q&A addressed at the end of today’s webinar.
#CISIONWebinar
Heidi SullivanSVP, Product
@hksully
Dave LundstromVP, Software Engineering
@davelundstrom
What is BIG DATA?Data sets so large, so complex that traditional software tools can’t work with them.
More data has been created in the past 2 years than in the entire history of the human race.
- SINTEF ITC
What does it mean for PR?More CONTENT
than ever.More
CONTACTS than ever.
More CONTENT than ever.
Real-time share of voice
Examine Micro-Audiences:Share of voice per topic or
demographic
… but Clinton is the leading the share of voice around Immigration
Sanders leads overall share of voice…
TRENDSPOTTI
NG
Rubio fumbles in debate
What can I do for my brand?• Examine share of voice
• Understand micro-audiences• Trendspotting
How do I do it?• Select your business objectives
• Identify the right tools• Identify the right data sets
• Iterate based on results• Visualize results
More CONTACTS than ever.
The Rise of the Influencer
There is no more silver bullet.
“If the news is that important, it will find me.”
- A college student in an article by Brian Stelter in The New York Times, March 2008
Use Big Data to identify the top
influencers at the
time for a topic
What can I do for my brand?• Find new voices that resonate with your
audience• Identify conversations in real-time
• See the topics that matter to your community
How do I do it?• Identify the conversations you want to find
• Find the people that inspire action• Build relationships with those most likely to
engage• Measure & iterate
DIY in Real-Life: Sanders v Clinton on SocialThe Data:
• 3.5+ million social media mentions• Feb. 8 - Feb. 12• Twitter, YouTube, online forum
comments and Facebook fan pages mentions
DIY in Real-Life: Sanders v Clinton on SocialThe Search String:• ((clinton (hillary OR election OR elected OR elections OR caucus* OR convention
OR conventions OR nominate OR nominated OR nomination OR nominations OR nominating OR "nominee" OR electoral OR delegates OR delegate OR speach OR speech OR speaches OR speeches OR potus OR rep OR dem OR reps OR dems OR rally OR rallies OR GOP* OR legislat* OR democratic OR endors* OR support* OR policy OR policies OR politics OR political OR politician OR politicians OR poll OR polls OR ballot OR ballots OR republican OR republicans OR democrat OR democrats OR debate OR debates OR primary OR primaries OR campaign* OR candidate* OR president* OR vote OR votes OR voted OR voting OR voters OR voters OR 2016 OR Cruz OR paul OR trump OR rubio OR bush OR christie OR carson OR kasich OR omalley OR "o malley" OR sanders OR fiorina)) OR hillary2016 OR clinton2016 OR "clinton 2016" OR hillaryclinton* OR Author:hillaryclinton OR "hillary for america" OR imwithher) OR #clinton*
DIY in Real-Life: Sanders v Clinton on Social
DIY in Real-Life: Sanders v Clinton on Social
Glean Insights: Share of Voice: Share of Voice:
Social Democrats on Social
Did we accurately predict Nevada?
Check us out at cision.com/us/blog this weekend!
Questions?Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.