Damn You Nate Silver!
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The document discusses how data and analytics have changed public relations and marketing work. It notes that PR professionals can no longer rely on intuition alone and must use data to understand audiences, target the right people, and adjust campaigns. It provides examples of how analyzing social media discussions and sales data helped a campaign increase engagement and sales for HP printer cartridges. While data is now essential, the document argues creativity and intuition still have an important role to play alongside analytics. It also discusses how data analysis influenced Obama's 2012 campaign strategy.
Damn You Nate Silver!
- 1. Damn You Nate Silver! (Why every PR flack cried when Obama won) Mike Maney maneydigital.com @the_spinmd
- 2. In an age in which communication is easier than ever before, thanks to the digitization of media and communication, it can also be tougher than ever before. Which makes it all the more important to get back to the basics: what are you trying to achieve? And are you communicating that in the right way, to the right people, at the right time? And if not, why bother? Neil Dhillon is managing director of MSL Washington DC http://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx
- 3. Remember when... public relations, marketing and advertising was simple? #damnyounate
- 4. Make these ad buys. Pitch everyone on the list. Produce a pretty brochure. Staff a tradeshow booth.
- 5. Remember when... knowing how to put a noun and verb together made you indispensable? #damnyounate
- 6. Write a press release. Author a whitepaper. Spice up a speech.
- 7. The first rule of Flight Club is don’t talk about Flight Club. A salon-style gathering of industry influencers organized to advise a major airline on how to best build out its API/developer program. How It Positioned gathering as ultra-exclusive. Invitees represented a cross-section of who’s who’s from across the API landscape (Yobongo, Twitter, PayPal, Gowalla, Foursquare). Included top industry blogger from RWW to Worked participate/chronicle. Scheduled around SXSW. Held off-site. Surprised participants with schwag tie-in. Customer heard first-hand how the developer community and potential partners would/would not use its The Value APIs. Attendees got first-look, first-access to potential industry-changing API program and formed exclusive advisory team to client.
- 8. Remember when... a company’s approved spokespeople were the smartest sources? #damnyounate
- 9. Set up a call. Monitor an interview. Stay behind the scenes.
- 10. “The runway for when a PR person hands-off to the actual expert has now gotten longer.” - @helmke
- 11. Remember when... math was something other people had to know? #damnyounate
- 12. A time when this guy was just a math nerd? #damnyounate
- 13. Now, all of a sudden everyone has to know advanced calculus. #damnyounate
- 14. Damn you Nate Silver! #damnyounate
- 15. Nate showed that math makes marketing better smarter. #damnyounate
- 16. It is easier than ever to research like a reporter researches. #damnyounate
- 17. Or find out who is popular. #damnyounate
- 18. There are no more excuses for blindly pitching every reporter on a media list. #damnyounate
- 19. Or going to a tradeshow to collect a bunch of unqualified leads. #damnyounate
- 20. Math, it turns out, is a marketer’s best friend. #damnyounate
- 21. The company’s problem was decidedly straightforward. It wanted Listen. more people to buy its printer cartridges, rather than the cheaper generic versions that have become increasingly popular. Rather than charging ahead with a stunt-filled PR blitz, though, Porter-Novelli began its work by listening closely to some surprisingly animated social media discussions about printer ink. Use data to The result is Inkology, a digital-fuelled content platform that has know exactly what your helped HP cartridges increase their consumer engagement, audience wants awareness and - crucially - sales. Data analysis helped define two important elements in its success. First, by initially discovering that two specific cartridge types were of particular appeal to the audience in question, allowing content to be focused on these models. Second, Don’t just by finding that distinct portions of the effort’s Facebook presence resonated best with different user communities, such as students and push and forget. Use data businesses - in turn enabling mid-campaign adjustments that to adjust. eventually led to higher views and greater interaction. http://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx #damnyounate
- 22. Or when your data tells you... is better for you business than
- 23. Yet the role of intuition is still a necessary part of the equation #damnyounate
- 24. “An over-reliance on data and analytics can mean a lack of risk-taking and perhaps stifled creativity - both bad habits,” contends Walker. “PR exclusively by the numbers is not great at all. You need to be sure you don’t get lost in the numbers and lose the ability to know what will fly, and sometimes that’s instinctive.” http://www.holmesreport.com/featurestories-info/11280/PR-In-A-DataDriven-World.aspx #damnyounate
- 25. To their credit, the primary concern of Laura, Mike and the gang over at Alcatel- Lucent from Day 1 of our discussions has been about maintaining the credibility and neutrality of Glue.
- 26. The numbers also led the campaign to escort their man down roads not usually taken in the late stages of a presidential campaign. In August, Obama decided to answer questions on the social news website Reddit, which many of the President’s senior aides did not know about. “Why did we put Barack Obama on Reddit?” an official asked rhetorically. “Because a whole bunch of our turnout targets were on Reddit.” http://swampland.time.com/2012/11/07/inside-the-secret-world-of-quants-and-data-crunchers-who-helped-obama-win/ #ixzz2Bj0L6cLO
- 28. Which lets me conclude with a story about what happens when a marketer does math. #damnyounate
- 29. 4 breweries 100 geeks 2 guys + 1 idea x / 1 day + = pure awesome 7 states 1 conference #damnyounate
- 31. If you liked this presentation, please tweet: @the_spinmd is taller in person. Great closing keynote at #somebizlife. #damnyounate
- 32. Nate Silver: http://www.thefablife.com/files/2012/11/Nate-Silver-art.gif Nate Silver: http://media.salon.com/2012/10/nate_silver_rect-460x307.jpg Nate Silver: http://cdn.theatlantic.com/static/mt/assets/science/NATE-SILVER.jpeg