using corporate data to create media buzz

Int’l +972 9 794 1681US +1 913 440 4072amy@k2-gc.comwww.k2-gc.com

Creating Media BuzzLeverage existing corporate data to provide social media content and

increase public relations coverage

Agenda• Introduction to K2 and Commtouch• Why data driven PR is so important• Examples• Commtouch case study• Q&A • Brainstorming

Your Speakers

Amy KenigsbergPrincipal Consultant

Rebecca HersonVice President, Marketing

Commtouch

K2 Global Communications• Global PR and marcom for Israeli companies in the global market• Bottom-line focus• Experience introducing new technologies in specialized markets• Local availability with global reach• Five-year relationship with Commtouch

• Publicly traded company (NASDAQ & TASE)• HQ: Israel, 2 offices in USA (CA, FL)• Profitable, growing quickly• Cloud-based Internet security solutions:

anti-spam, antivirus, secure Web browsing• Analyze billions of Internet transactions daily in global data centers

• Indirect business model: OEM and service providers• 150 customers, serving hundreds of millions of users

Benefits of Data Buzz• Creates added value• Reinforces your expertise• Increases opportunities for media coverage

Content Opportunities• White papers• Blog entries• Tweets• Press releases• LinkedIn discussions

ExamplesCorporate Data in the News

Predictions

Aggregation of Network Data

Multisource Data: You and Your Customers

360o Perspective• Environment• Channels• Technology

Leveraging Global Trends: Recycling• 73% of their milk carton materials can be

recycled• Goal: 100%• Spain and China are recycling more than

40% of their milk cartons• Consumers in France and Germany looked

more favorably upon their level of “green” packaging than the UK (72%, 62%, 35%)• By sharing ALL the data, their trust factor

increases

Making Events Interesting• American Academy of Pediatrics Annual Meeting

• The press release: http://www.prnewswire.com/news-releases/sports-related-knee-injuries-in-children-have-increased-dramatically-over-the-past-decade-131942008.html

• The result

Case StudyCommtouch Quarterly Trend Reports, Blog Content and PR

The Problem

To stay “top of mind” in our target media

Internet Security = Commtouch

Quarterly Trend Reports• Identified ongoing trends in Internet security• Increases/decreases in spam/ malware

worldwide• Origins of spam/malware

• Each report is accompanied by a press release, quoting a Commtouch expert commenting on the latest trend

Blog• Updated much more often – several times/week• Enables us to do “news flashes” for hot stories, providing teasers to the

press, with a link for additional information• 1st: promoting posts after they were published• Later: started hand-picking key editors/journalists/bloggers we thought

would pick up the story & providing them preview information before publishing the post• Enhances our relationship with the writer• Media coverage increased

Special Reports/Surveys• Third-party research on service providers’ attitude to outbound

spam (2010)• Survey on hacked email accounts (2011)

How We Collect Data - Internal• Met with analyst team, explained how to identify something

newsworthy• Continuously remind them• Suggest potential search terms (e.g. holiday activity, news-related,

etc.)• Now they email us with interesting tidbits• Send them the blog post & media coverage so they see the results of

their involvement

How We Collect Data - External• Brainstorm for ideas that would appeal to the media• Third-party analysts provide immediate credibility• But, self-run surveys (Google Docs) are quick, easy and cheap• If you’ve built up your credibility already through earlier data-driven PR,

people will believe your self-run study• Partner with another, non-competing organization for additional

reach & credit

Results• Data-driven content + K2’s efforts nearly doubled our media

coverage over a two-year period• After months of trying, we achieved coverage in the #1 security-

oriented blog (Krebs on Security), two posts in a row • Journalists now check our blog for news, and approach us for

comment more often

Results

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10Jul-1

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11Jul-1

Aug-11

Sep-11

Oct-11

Nov-11

Media Hits from Business Announcements

Business

Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-110

DataBusiness

ResultsOutbound Spam

Analyst Study Major drop in spam

Compromised Accounts Survey

Trend report

Tips• Identify the news values your target publications will respond to• Brainstorm for data you can glean internally or create:• Analyzing customers (present it anonymously unless you have permission to name

names)• Industry trends• Survey your customers/friends/your friends’ dogs for things you’d be interested in

reading about• Enlist other people within the company who have access to relevant data; excite them

about the positive impact they can have • Present the data “objectively” without referring to your products; if the journalist feels it’s

a product pitch, s/he will ignore it• Be a consistent source of high quality information and journalists will start to seek you out

Q&ABrainstorming Your Data

Potential Topics for Attendees• AgencyFour

• Effectiveness of email marketing v. online advertising. V SEO/Best balance• Change in demand for these types of services• Average email list sizes, based on industry

• Celebros• Consolidate your analytics (shoppers’ real-time behaviors including search, click-through and conversion rates)

• Overall, region, type of site• Search – What are customers really looking for?• Mobile v. online shoppers• High-volume sales (non-holiday)

• CFMC USA• Volumes of screws in the average car, fighter jet, etc.• Evolution of metal usage in high-demand environments (titanium v. stainless steel, etc.)• What kinds of customers need “customized” fasteners?• Strength testing (Size v. material v. surface area)

Potential Topics for Attendees• Cohen Brothers

• Types of deals• Characteristics of companies generally involved in M&A • Timeline of the typical M&A experience

• Colony Real Estate Professionals• Time between first viewing and making an offer• Ask buyers – did logic or heart decide?

• Comverse• Volume of voice v. messaging v. data• Evolution of message delivery• Mobile broadband traffic rates• Pricing analysis by region, type of customer• Service offerings with highest ARPU• Campaign management analysis – when do people buy what?• General: Global services - Great resource - What are they doing and for whom?

Potential Topics for Attendees• Concealium

• Types of business using your service• Volumes of data being protected• Types of threats in an SaaS environment

• ObserveIT• Volume of activity• Types of crises that motivate purchase• Sizes of data centers – Equipment/employees• Translating your white papers

• Patent Attorney• Historical perspective: Types of patents today (telecom, medical) v. previous years• Patent categories: Hardware v. software v. machinery v. ideas

• Pollogen• Survey: What do doctors/aestheticians say are problem areas? Average age of patients?• Geographic analysis of sales: Doctors in London by most machines, NY #2, LA #10 = London women most concerned about cellulite• Pulse technology reduces cellulite by X%

Potential Topics for Attendees• Raysat Antenna Systems

• Bandwidth usage: Planes v. passenger vehicles v. cars• Time of usage: Dates/hours• Customers: Private v. public

• Sortal• Which types of retailers are “going social”?• What shopping days are busiest/slowest (non-holiday)

• Tecom• Evolution of technology – What did the first TechPod have? What are presenters demanding today?• Change in demand – Classroom v. training v. military • Longevity of equipment – e.g. DVD player lasts for five years (Only focus on positives)

• Typemock• Types of errors• Error volumes per programming language: C++ v. .Net• Industries using your technology• Evolution of coding

using corporate data to create media buzz

global trends

examplescorporate data

multisource data

data driven pr

benefits of data buzz

data internal met

blog content

media coverageintl

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