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PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
DATA-DRIVEN HEADLINES Using Data to Drive Media Coverage PRSA Webinar October 28, 2014
Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: [email protected] Twitter: @sandrafathi
PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DATAFICATION OF THE WORLD
For Consideration » Big Data vs. Small Data
» Information Sets
» Complex Topic vs. Boring Topic
» At a Glance & Emphasis
» Decision-Making, Persuasion &
Taking Action
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
PROPRIETARY DATA
The Gold Standard » Company Owned
» No other organization has access to the same information/insights
» Sole credible source
» Data is accessible and can be reproduced over time
» Potentially Biased
» Based on customer base or internal/platform insights
» May not be scientifically accurate or statistically significant
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
COMMISSIONED DATA
Next Best Thing » Partners with Credible Third-Party Source
» Access to Large Database/Consumers
» Appears Unbiased
» Costly & Difficult to Replicate
» May Not Be Directly Associated with Company
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
CURATED DATA
Resourceful & Insightful » Cost-Effective
» Requires Research
» Ability to Combine Data Sets
» Doesn’t ‘Own’ Content
» Difficult to Replicate (Unless using public/
government sources)
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DATA TYPES
PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
7 TIPS FOR SUCCESS
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
1. A SINGLE DATA POINT CAN MAKE HEADLINES
Just One Surprising Number » One number is all you need to craft a headline
» Counter-intuitive data
» Confirmation of long held beliefs
» Small vs. big data sources
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
2. AGGREGATE DATA TO CREATE NEW DATA
Let Someone Else do the Work » Find credible sources
» Combine the data in interesting/new ways
» Demonstrate correlation or potential links
» Leverage multiple sources to emphasize a point/gain credibility
» Present facts/information in new ways
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
FEAR OF EBOLA
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
3. EXAMINE DATA OVER TIME TO IDENTIFY TRENDS
Look with New Eyes » Examine industry reports/annual reports for patterns and trends
» What may seem insignificant in one year and be significant in decades
» Innovation or change?
» Disruption or erosion?
» Can you use the information to make predictions?
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
WOMEN IN ENGINEERING
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
4. KNOW HOW TO ASK THE QUESTION
Tailor Questions for the Answers You Seek » Visualize the headline:
Do you believe in a woman’s right to equal pay in the workplace? Yes/No
96% Say Yes
Are you a feminist? Yes/No
79% say No
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
5. DATA DOESN’T HAVE TO BE EXPENSIVE
Creativity Goes Further Than Money » Examine Your Internal Resources
» Customer Database
» Partnerships
» Examine External Resources (Free/Freemium)
» Social Media Channels
» Forums/Message Boards
» Examine Low-Cost Paid Resources
» Third-Party Single Question Sources
» Advertising Campaign
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
6. CHECK WHAT’S IN THE SAFE
What Can You Extract From Your Company/Customers/Technology?
» Readily available data
» Data you will have to mine for
» New data sources you can create
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
7. VISUALIZE THE DATA
The Presentation » Simplicity vs. Complexity
» Quick Information Absorption
» Broadens Interest Group
» Increases Real Estate (in the mind and on paper)
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
DON’T OVERCOMPLICATE IT
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SINGLE DATAPOINT
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SURPRISING NUMBER
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
FRUGAL GIANT
» 1,006 Internet Users Surveyed
» Email and Online
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
COMMISSIONED STUDY: OVERKILL?
» Harris Interactive Poll
» 9,126 Adults 18+
PROPRIETARY & CONFIDENTIAL October 28, 2014
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THIRD-PARTY DATA - VISUALIZED
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SIMPLE GRAPHIC EXPLAINS COMPLEX TOPIC
PROPRIETARY & CONFIDENTIAL October 28, 2014
Affect
SIMPLE GRAPHIC DEMONSTRATES COMPLEX TREND OVER TIME
PROPRIETARY & CONFIDENTIAL October 28, 2014 Affect
DID YOU REALLY NEED THE VISUAL?
PROPRIETARY & CONFIDENTIAL March 4, 2010 Affect Strategies
MORE RESOURCES: • Case Studies: Affect.com • White Papers: Techaffect.com • 90 Seconds to PR Success: You Tube - Affect Strategies • Slideshare.net/sfathi
Sandra Fathi Chair, PRSA Tri-State District President, Affect Web: affect.com Email: [email protected] Twitter: @sandrafathi