Big data—that ever-expanding universe of digital influencers and exploding number of social media conversations—can be a big brand-building opportunity for PR professionals, but only if you have the know-how and technology to use it to your advantage. Join Cision’s Heidi Sullivan and Dave Lundstrom for a complimentary webinar that explores the basics of big data and how to leverage it to positively impact your brand.

1. Understanding the
Big Data Mess

2. 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

3. Heidi Sullivan
SVP, Product
@hksully
Dave Lundstrom
VP, Software Engineering
@davelundstrom

4. What is BIG DATA?
Data sets so
large, so complex
that traditional
software tools
can’t work with
them.

5. More data has been created in the past 2
years than in the entire history of the
human race.
- SINTEF ITC

6. What does it mean for PR?
More CONTENT
than ever.
More CONTACTS
than ever.

7. More CONTENT
than ever.

8. Real-time share of voice

9. 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…

10. TREND
SPOTTING
Rubio fumbles in debate

11. What can I do for my brand?
• Examine share of voice
• Understand micro-audiences
• Trendspotting

12. How do I do it?
• Select your business objectives
• Identify the right tools
• Identify the right data sets
• Iterate based on results
• Visualize results

13. More CONTACTS
than ever.

14. The Rise of the Influencer

15. There is no more silver bullet.

16. “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

17. Use Big Data
to identify
the top
influencers
at the time
for a topic

18. 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

19. 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

20. DIY in Real-Life:
Sanders v Clinton on Social
The Data:
• 3.5+ million social media mentions
• Feb. 8 - Feb. 12
• Twitter, YouTube, online forum comments and
Facebook fan pages mentions

21. DIY in Real-Life:
Sanders v Clinton on Social
The 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*

22. DIY in Real-Life:
Sanders v Clinton on Social

23. DIY in Real-Life:
Sanders v Clinton on Social
Glean Insights:
Share of Voice:
Share of Voice:
Social
Democrats on Social

24. Did we accurately predict Nevada?
Check us out at cision.com/us/blog this weekend!

25. Questions?
Please enter your questions for the
speaker in the chat box of your
webinar console or tweet them to
#CisionWebinar.