At the International Association of Business Communicators (IABC) Conference, Jim Delaney, CEO of Marketwired, discussed how data drives media relations. With all of the information available to communication professionals, it’s crucial to turn big data into smart data. Those insights can translate to influence. Jim discusses how to build a smart strategy to increase influence.

1. Data-Driven Media Relations
IABC Conference 2013
#IABC
#MARKETWIRED

2. Data-Driven Media Relations

3. SOCIAL, MOBILE, OPEN
TECHNOLOGIES
Data-Driven Media Relations

4. BIG DATA
Data-Driven Media Relations

5. BIG DATA
IS A BIG
BUZZWORD
Data-Driven Media Relations

6. Data-Driven Media Relations

7. 2.5
QUINTILLION BYTES OF DATA
PER DAY
Data-Driven Media Relations

8. That’s
1018!
2.5
QUINTILLION BYTES OF DATA
PER DAY
Data-Driven Media Relations

9. “For years we’ve been
trying to find a needle in a
data haystack. While the
haystack has grown
exponentially over the
last decade, the tools to
find the needle haven’t
evolved, leaving even the
most savvy marketers
paralyzed.”
John Mustin
CEO, Wasabi Rabbit
2011
Data-Driven Media Relations

10. HOW DO YOU FIND THE
INSIGHT?
Data-Driven Media Relations

11. FROM BIG DATA
Data-Driven Media Relations

12. FROM BIG DATA
TO SMART DATA
Data-Driven Media Relations

13. AND FROM
SMART DATA
Data-Driven Media Relations

14. AND FROM
SMART DATA
TO INFLUENCE
Data-Driven Media Relations

15. THE RIGHT
TOOLS
Data-Driven Media Relations

16. THE RIGHT
TOOLS
with the right support
Data-Driven Media Relations

17. ENABLING
•
•
•
•
•
Conversation filtering
Trend identification
Media interest development
Response development
Effectiveness evaluation
Data-Driven Media Relations

18. IT’S SO EASY
A CAVEMAN CAN DO IT
Data-Driven Media Relations

19. USE BIG DATA
TO
RAISE THE BAR
Data-Driven Media Relations

20. USE BIG DATA
TO
RAISE THE BAR
quantitative validation
Data-Driven Media Relations

21. SIZE
DOESN’T
MATTER
Data-Driven Media Relations

22. SIZE
DOESN’T
MATTER
small companies
can look BIG
Data-Driven Media Relations

23. Data-Driven Media Relations

24. Data-Driven Media Relations

25. Data-Driven Media Relations

26. Data-Driven Media Relations

27. Data-Driven Media Relations

28. Data-Driven Media Relations

29. Data-Driven Media Relations

30. Data-Driven Media Relations

31. Data-Driven Media Relations

32. Data-Driven Media Relations

33. Data-Driven Media Relations

34. Data-Driven Media Relations

35. Data-Driven Media Relations

36. Data-Driven Media Relations

37. Data-Driven Media Relations

38. Data-Driven Media Relations

39. Data-Driven Media Relations

40. WHERE YOU CAN START
•Identification
•Monitoring
•Measurement
Data-Driven Media Relations

41. IDENTIFY
KEY AUDIENCES
INFLUENCING
CONVERSATIONS
Data-Driven Media Relations

42. MONITOR
WHAT’S
BEING SAID
Data-Driven Media Relations

43. MONITOR
WHAT’S
BEING SAID
As well as
reach, sharing,
and pick up
Data-Driven Media Relations

44. MEASURE THE
EFFECTIVENESS OF
YOUR
COMMUNICATIONS
Data-Driven Media Relations

45. •
How far did your message travel?
•
How many times was it shared?
•
How many conversation participants?
•
Is your message drawing people in?
Data-Driven Media Relations

46. Data-Driven Media Relations

47. 190 COUNTRIES
184 LANGUAGES
Data-Driven Media Relations

48. Where are you...
TODAY?
Data-Driven Media Relations

49. Where are you...
TOMORROW?
Data-Driven Media Relations

50. How will YOU
find your
needle?
Data-Driven Media Relations

51. Jim Delaney, President & CEO
jdelaney@marketwired.com
@ears_delaney
1.888.299.0338