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22
Your Presenters
Heidi SullivanSVP, Digital Content
Cision@hksully
Scott LivingstonSVP, Product Marketing
Cision
#cisionwebinar
33
What is Integrated Communications?
Consistent strategy and messaging across mediums
#cisionwebinar
PR Professionals - Tomorrow’s Skills
Today Tomorrow
Led by the Head of PR
Led by the CMO
Focused on Earned Media
Focused on Converged
Media
Budget Devoted to
Staff, Creative
Budget Devoted to
Technology, Content &
Advertising
#cisionwebinar
Sharing content outside your circles
My mom
My coworkers
My friendsTheir friends
My fans
My customers
The people I don’t even know yet
#cisionwebinar
Is your content reaching your intended audience?
Google increased the importance of
original content when they
determine Search Engine Results Page#cisionwebinar
“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
#cisionwebinar
90% Of Customers Say Buying Decisions Are Influenced By Online Reviews
Source: Dimensional Research
#cisionwebinar
1515
am·pli·fy: to increase the strength or
amount of; especially: to make louder.”
- Merriam-Webster
#cisionwebinar
1717
The tip of the iceberg
1% of any population will be active content creators
9% will be participants
90% will simply "consume" that content online
- Rohit Bhargava, Influential Marketing Blog
#cisionwebinar
The Hush Puppy Concept
1994 – Hush Puppies struggling as a brand
A few NYC hipsters started wearing them
Spread to NYC fashion, then the rest of the country
Sales exploded by 5000% in 2 years
Q: Do influencers start trends?
#cisionwebinar
Duncan Watts’ Online Music Download Study
• 14,000 participants rank 48 songs• When not provided with others’ ranks, results
were completely random• When provided with group ranks, users
followed the herd and word of mouth took over
#cisionwebinar
Do influencers truly influence the masses?
Malcolm Gladwell: Law of the Few“The success of any kind of social epidemic is heavily
dependent on the involvement of people with a particular and rare set of social gifts.”
VS
Duncan Watts: Trends are Unpredictable“A rare bunch of cool people just don’t have that power.
And when you test the way marketers say the world works, it falls apart.”
#cisionwebinar
2222
Who is right: Watts or Gladwell?
Both. Trends still begin with a small few and are spread by those with connections.
Influencers can change over time – and anyone can become an influencer.
However, a general rule of thumb is that influencers tend to talk to each other.
#cisionwebinar
2424
Know your niche – the devil is in the details
General 23%
Specific 77%
Source: Cision Media Research
#cisionwebinar
What story does your audience need to hear?
DecisionIntentConsiderationAwareness
Path to Purchase
Display clicks Email
Social
Referral
Paid Search
Organic Search
Direct
Acts more as anASSIST INTERACTION
Acts more as aCONVERSION INTERACTION
Source: The Customer Journey to Online Purchase, Googlewww.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html #cisionwebinar
Cost-Center Metricsvs. Profit-Center Metrics
Cost-Center Metrics• Advertising Value Equivalency
(AVE)
• Followers on social media
• “Vanity Metrics
Profit Center Metrics• Sales leads
• Revenue
• Metrics that measure awareness
and action #cisionwebinar