The Data Savvy PR Firm

Becoming a Data-Savvy PR Firm
Panelists:
Tara Clark (ConAgra Foods) &
Pat Lilja (Tunheim Partners)
4/25/13

• Matt Shaw
– Director of Communications
– Manages internal & external communications for
the Council of PR Firms to promote the mission of
the organization, advocate for the industry and
profession, and protect the interests of members
Webinar Host – Council of PR FirmsWebinar Host – Council of PR Firms

3Q CPRF Member Survey Data
Q2. When it comes to social media, what is your biggest challenge?
Multiple choice %
Staff time involved in managing the process of social data
collection/analysis
28.3
Inability to apply social media insights except for those clients willing to
pay for it
26.7
Other* 23.3
Ability to derive meaningful insights from social data 18.3
Cost involved in tools and services necessary to acquire social data 3.3
100%
3Q CPRF Member Survey Data

• Bryan Haviland, Agency Channel Manager
– Extensive PR experience
– Current role at Astute Solutions
• Astute Solutions
– “Better insights lead to better customer
interactions.”
– Customer relationship management solutions
provider
Webinar Sponsor: Bryan Haviland &
Astute Solutions
Webinar Sponsor: Bryan Haviland &
Astute Solutions

• Tools have no “insight button”
• Big Data = Insights challenge
• “Boiling the Ocean” of data not enough
anymore
• Success requires thoughtful planning
– Client business knowledge
– Effective design
– Well-trained team
Keys to SuccessKey Insights

• Pat Lilja, Director of e-Strategy @ Tunheim
Partners
– Specializes in identifying and analyzing the strategic
landscape to bring clients’ online presences in
alignment with goals
• Tara Clark, Consumer Affairs Social Strategist @
ConAgra Foods
– Specializes in creating an overall positive online
customer experience while working towards the
fulfillment of company goals
Our PanelistsOur Panelists

Synchronizing brands + relationships
+ Founded in in 1990
+ Located in Minneapolis
+ A leading partner in IPREX, the $200 million network of communication
agencies, with 100 offices worldwide.
+ Focused on strategic communications and content creation driven by:
trends + data + research + experience
Patrick Lilja
Director of e-Strategy
Tunheim

What a data savvy PR firm used to be…
Best guesses
Ad equivalencies
Impressions
Disconnected from
KPI’s

What data from “social media” used to mean
to us (before we called it social media)
Alta Vista
Forum discussions
Blogs
Comments
Web Server Log Files

An (abbreviated) evolution of social media
usage - i.e. “Data Sources”Almost all of these
communities are
still around
Email
Compuserve
BulletinBoardSystems(BBS’s)
ListServe
InternetRelayChat(IRC)
TheWell/Genie/AOL/MSN
Blogs(Blogger/LiveJournal)
Wikipedia
Freindster
MySpace
SecondLife
Del.icio.us
Flickr
YouTube
Orkut
Facebook
Digg
Meetup
Ning
Yahoo!
Reddit
Amazon
LinkedIn
Yelp
Foursquare
Twitter
LiveJournal
Tumblr
Sermo
Pinterest
DeviantArt
Qoara
Pintrest
Weibo
Tagged
Google+
CafeMom
1970’s 1980’s 1990’s 2000’s 2010’s

Important metrics
• KPI’s
• Audience
identification/motivation
• Audience
satisfaction/delight
• Influence/influencers
web mapping
• Engagement
• Coverage
• Campaign element success
• Content
effectiveness/enhancement
• Process
effectiveness/enhancement
• Time and location
• Sentiment

Have systems in-place to manage and
take advantage of data
Monitor
Analysis
Management
Engagement
Data right from the start
Start with client prospects,
industries, areas of
interest
Data throughout
Client team does ongoing data
collection and testing
+ Social Listening and Relationship
Management (Astute)
+ Big Data (Clients and prospects often don’t
know what they are sitting on)
+ Google
+ Keyword Research (Not just for ads or
SEO!)
+ Influencer and social interaction maps
+ Surveys
+ Media monitoring (Vocus)
+ Additional Social Insight Tools (Topsy, Viral
Heat, Etc.)
+ Surveys
+ Site action tracking
+ Unstructured Data
+ Site analytics
+ Social analytics (Facebook insights, etc.)
+ A/B testing (ads, pages, everything!)
+ Response rates
+ Content Interaction
+ Link tracking
Analysis and Action
Smart AND experienced people
that can do data analytics and
make it actionable

Monitor
Analysis
Management
Engagement
Analysis and Action
Smart AND experienced people
that can do data analytics and
make it actionable
+ Know the client and the
client’s business well
+ Experienced user of the
tools
+ Able to mentally visualize
what sets of data mean
+ Able to manipulate data
(more than just doing an
Excel sort)
+ Know how to tell the story
of the data to the team
and the client
Have systems in-place to manage and
take advantage of data

The mindset of (some) clients
• Some see data collection and analysis as expense
lines to trim from a budget (especially front-loaded
expenses)
• Some see data as a sea of numbers they can end
up drowning in
• It is our job to:
– Take the data and make its meaning and implications
clear and easy to understand
– Show how paths to success can be derived from the
data
– Show how data collection and analysis leads to better
outcomes, with lower costs, over the long run by:
• Targeting correctly
• Executing correctly
• Shifting course quickly

Examples: How social data has caused
changes in mindset, action, or approach

Tips for other firms to best utilize social
media data for customers
• Find or develop the smart people you will need
to make sense of the data you have
• Find great tools and train on them and
experiment with them so you know every
nuance
• Put systems in place so nothing gets missed
• Make sure what your client sees is: Simple,
Easy to understand, and Valuable to them
• Start looking at data ahead of time (as far
ahead as possible) to prepare for a new client
or a new initiative
• Generate great targeted data through testing
• Know your clients’ and their business

Patrick Lilja
Director of e-Strategy
Tunheim
Synchronizing brands + relationships
plilja@Tunheim.com
@iampatmann
Skype: patricklilja

ConAgra Foods at a Glance
ConAgra Foods is one of North America’s
leading food companies, with brands in 97
percent of America’s households.
28 of these brands are No. 1 or No. 2 in their
category.
20 of these brands generate more than $100
million in retail sales each year.
ConAgra Foods offers 160 meals for $3 or
less.

CAG Goals
Consumer Affairs Goals in Social Media
• Respond to posts about public health, quality and consumer
education opportunities
• Mitigate risk for the company by immediate notification of social
contacts
• Integrate social contacts into data to detect emerging trends and
enable corrective and preventive action
• Build trust and loyalty in online communities by engaging with
consumers

History of Social Media at CAG
• Started major brand pages about 5 years ago
• Agency partnership Spring 2008
– Educate the company on the importance and the
need to be in the social space
• Started building communities
• Consumer Affairs enters in 2010
– Define roles and responsibilities for agency,
marketing and CA

Integrating social into how we work..
• Agencies provide marketing insights on social
conversations around our brands
• CA provides insights to the company regarding
quality, food safety and consumer education
Emphasis on collaborative reporting going
forward

Metrics
Marketing
Consumer
Affairs
Upgrade our
content
Drive impact
through data
Build loyalty
and trust
Drive
awareness of
for our brands
Voice of the
consumer
Be a leader of
insights

Lessons learned in social media
Talk….
Trust…
Share…

Thank you!
Tara Clark
Consumer Affairs Social Strategist
Tara.Clark@conagrafoods.com
402-240-4018

• Webinar will be available on the Astute
Solutions website 4/26 by 5pm ET
• Slides will be available on the Council of PR
Firms’ Slideshare
Thank You!Thank You!

The Data Savvy PR Firm

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