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WORKSHOP: Utilising Data In Your Digital & PR Strategy - 3XE Digital

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Eduardas Gricius

3XE Digital Proudly presents: Laura Crimmons, Communications Director at BRANDED3 Data journalism has been on the rise for years; nowadays a large proportion of news stories will include some form of data in the headline or body meaning as a PR having data in your campaign can significantly help its pick-up chances. The problem with this is that some brands still insist that they have no data they can share or that it’s too expensive to acquire, this will run through the various ways we can overcome this to leverage data in campaigns. This Workshop will cover not just how to use data as part of the story but also how to use data to inform the overall strategy, examples of data types are: * Publicly available – e.g. from a FOI request, ONS * Company data – e.g. sales trends * Purchased – e.g. from a survey or third party * Freely collected – e.g. generated from a quiz **presentation is NOT for commercial use** For more info visit: www.3xedigital.com

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@lauracrimmons Utilising data in your PR & Content Marketing strategy Laura Crimmons @lauracrimmons
@lauracrimmons What is data journalism?
@lauracrimmons D e f i n i t i o n : Data journalism is a journalism specialty reflecting the increased role that numerical data is used in the production and distribution of information in the digital era. It reflects the increased interaction between content producers (journalist) and several other fields such as design, computer science and statistics. Source
@lauracrimmons Where can I get data?
@lauracrimmons Types of data Social media Brandwatch Crimson HexagonSalesforce Public ONS Google FOI Business Purchase data Customer data Purchased Survey Third party Created Quiz Poll
@lauracrimmons Social Media
@lauracrimmons Crimson Hexagon Topics: - How many people talking about it - Where people are talking about it - When people are talking about it - Who the people talking about it are Most popular hashtags Sentiment Associated topics/terms
@lauracrimmons Social Media predicts US Election http://mashable.com/2012/11/07/social-media-election/
@lauracrimmons Cewe photoworld – Food Capitals of Instagram https://cewe-photoworld.com/instagram-food-capitals/
@lauracrimmons Brandwatch GBBO https://www.brandwatch.com/2016/10/react-the-social-data-review-of-great-british-bake-off-2016/
@lauracrimmons Think about the what social media data would be interesting for a campaign
@lauracrimmons Public
@lauracrimmons ONS (Office for National Statistics) Search or browse (get lost hours like me) Check out release calendar to plan ahead Can request data too https://www.ons.gov.uk/
@lauracrimmons Data.gov.uk Similar to ONS Browse or request data on a range of topics https://data.gov.uk/
@lauracrimmons Google - Public Data / Trends Google Public Data - Browse various publically available data set Google Trends - Analyse trends for topics/keywords over time - See related queries - See geographic spread https://www.google.com/publicdata/directory https://www.google.co.uk/trends/
@lauracrimmons Google predicts Brexit http://www.wired.co.uk/article/google-trends-eu-referendum-brexit
@lauracrimmons Whatdotheyknow/Asktheeu UK & EU versions Browse existing FOI requests that have been answered Easily file a new FOI request https://www.whatdotheyknow.com/ https://www.asktheeu.org/
@lauracrimmons Statista Access data and reports on a wide range of topics and industries https://www.statista.com/
@lauracrimmons NSPCC – Sarah’s Law https://www.nspcc.org.uk/fighting-for-childhood/news-opinion/sarahs-law-postcode-lottery/
@lauracrimmons Think about what publicly available data you could use in a campaign
@lauracrimmons Business
@lauracrimmons Business Data Look at your sales data to map trends Look at customer data for who’s enquiring or viewing products Look at usage data – when your product /service is used https://www.ons.gov.uk/
@lauracrimmons http://www.lovehoney.co.uk/sexmap/
@lauracrimmons Supporting image goes here Campaign page Transform Brits, Boobs and Botox 7,000 Page views 1:58 Average time on page 65 Conversions https://www.transforminglives.co.uk/brits-boobs-botox/
@lauracrimmons Results Transform Brits, Boobs and Botox 60 Links/coverage 107%Increase in organic traffic YOY Exclusive launch with The Sun https://www.branded3.com/work/transform-brits-boobs-botox/
@lauracrimmons Supporting image goes here Campaign page Payplan debt map 30,500 Page views 1:54 Average time on page https://www.payplan.com/ukdebtmap/
@lauracrimmons Results Payplan debt map 45+ Links/coverage https://www.branded3.com/work/payplan-debt-map/
@lauracrimmons Think about the data you collect as a company (or one of your clients does) and how you could use that in a PR campaign
@lauracrimmons Purchased
@lauracrimmons Survey companies Survey specific targeted audience to acquire any data you need https://www.ons.gov.uk/
@lauracrimmons Supporting image goes here Campaign page Branded3 Black Friday 8K Page views 62% Traffic from links 4:00 Avg. time on site https://www.branded3.com/work/black-friday/
@lauracrimmons Think about some questions you could survey the public on that would form an interesting campaign
@lauracrimmons Created
@lauracrimmons Supporting image goes here Campaign page Halfords How Roadworthy are you? 143K Page views 171 Assisted conversions 2:19Avg. time on site http://www.halfordsautocentres.com/advice/news/quiz-how-roadworthy-are-you
@lauracrimmons Results 79 Links/coverage 5K Social shares on campaign page alone Halfords How Roadworthy are you?
@lauracrimmons Supporting image goes here Campaign page Ladbrokes How well do you know your team? 9,000 Page views 3:43Avg. time on site https://sports.ladbrokes.com/sports-central/how-well-do-you-know-your-team/index.html
@lauracrimmons Results Ladbrokes How well do you know your team? 60 Links/coverage 2,000+ Social shares https://www.branded3.com/work/ladbrokes-well-know-team/
@lauracrimmons Think of a fun quiz topic that’s relevant for you/your client
@lauracrimmons What data should I report on?
@lauracrimmons Reporting Data It’s important to report on data that has business impact, not outputs or vanity metrics. Traffic. The amount of traffic attracted to the campaign page and % which came from acquired links Conversions. Both direct and assisted conversions that we can see attributed to traffic from the campaign Search uplift. Improvements in visibility/rankings whatever search KPI you use Social engagement. Although less of a tangible business impact this helps to measure how engaging the campaign was
@lauracrimmons How can data make me smarter?
@lauracrimmons Data to track Campaig n data Response rate Success rate Traffic Conversions Social engagement by channel Top referrers # links/ coverage Keeping track of this data enables you to: a) Plan better for campaign b) Make smarter decisions about where to spend budget c) Set well-informed KPIs
@lauracrimmons Moz - Fractl https://moz.com/blog/content-marketing-campaigns-earning-links
@lauracrimmons In summary… 1. Saying you don’t have data is no excuse – it’s easy to acquire some 2. Data adds to a story and makes a great headline 3. Don’t report on irrelevant data – think about what has business impact 4. Track your own data to help you get smarter in what you do and learn from it
@lauracrimmons Thanks Laura.Crimmons@branded3.com @lauracrimmons

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WORKSHOP: Utilising Data In Your Digital & PR Strategy - 3XE Digital