Data Driven Communications
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This document provides an overview of Mynewsdesk's data driven communications playbook. It discusses Mynewsdesk's vision of ensuring no story goes untold, their core purpose of inspiring positive change through stories, and examples of their award winning campaigns and metrics showing increased sales and traffic from clients using their platform. It also summarizes findings from a journalist survey about how brands can improve their content to be seen as more trustworthy sources. Finally, it provides an update on Mynewsdesk's product, outlining their data driven PR workflow of monitoring, creating, distributing, engaging with and analyzing content.
Data Driven Communications
- 1. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Data Driven Communication The Mynewsdesk Playbook © MYNEWSDESK 2017 @jonobean
- 2. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean A world where no story goes untold or unheard. Our vision: DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean
- 3. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean To release the full power of stories, to inspire and spark positive change. Our core purpose: DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean
- 4. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean • 476 companies with no female representation contacted • 76 companies promoted women • Voted against re-election of Board Chairs in 400 companies • BUT - $5m fine for underpaying women & minorities in the past A Brand is What a Brand Does © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 5. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean
- 6. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean New York & London Impact Award Best Social Community Building and Engagement Innovation of the Year Best use of Technology Chairman’s Award Stockholm Best Digital Campaign Best Digital Campaign Most Innovative Campaign New Thinking in Communications Silver - Best PR Campaign Silver - Best PR Campaign Silver - Best Mobile Campaign Cannes Best Mobile campaign © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 7. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean +77% SALES What happens when you get your PR right Powered by Mynewsdesk © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 8. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean TRUST FAKE NEWS FAKE CLICKS BRAND SAFETY. © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 9. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Full stack communicator Technology • PR Tech • Marketing Automation • Conversion & Analytics • SEO / SEM / PPC advertising • Business & Marketing Strategy • P&L, BS, Cashflow • Growth levers Business Creativity • Brand Builder • Creative Strategy & Concepts • Writing • Image / Video / Voice
- 10. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Technology Business Creativity Collaboration in teams Continuous improvement TransparencyPrioritization & Fast Feedback React on Change Full stack communicator
- 11. THE JOURNALIST SURVEY © MYNEWSDESK 2017 DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 399SEK 99 SEK 109 SEK 89 SEK 99 SEK 396Total: SEK 499SEK @jonobean
- 12. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Own contact list email open rate? 23% Newsroom subscriber email open rate? 40% Follow The importance of the subscription economy © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 13. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean The Mynewsdesk Difference Growth amount of subscriptions global 200,000 150,000 100,000 50,000 0 © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK 12,000 Swedish journalists subscribed
- 14. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Going Live! © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 15. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean GDPR General Data Protection Regulation E-Privacy Regulation 25th May 2018 Difference between B2B & B2C communications Inventory, Gap Analysis, Implementation Legal Advice © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Gathered Vs Given Data
- 16. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean MND Data Playbook January - June 2017
- 17. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Story Performance = 50% Total Traffic 25% Email Opening Rate 25% Social Shares
- 18. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 19. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories
- 20. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories
- 21. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean@jonobean ”Mynewsdesk is our home for all media content and connections” - Per Nyrenius Marknadschef
- 22. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean
- 23. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories Hej,viärBzzt.ImorgontänkteviförändrahurStockholmarnaresericity Kopplingmellankroniskinflammationochfibromyalgibanarvägförbättre diagnostikochbehandling Trumpstopparbiståndtoallasomintetaravståndfrånaborträttigheter LinneaClaesonfårFN-förbundetsprisformänskligarättigheter FN-förbundet Kravpåamnestifrånrörelsen#viastårinteut
- 24. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean How long should my headline be? Average headline length of top performing stories 10.3 WORDS © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 25. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean § Number of Published Content Pieces by Weekday Monday Tuesday Wednesday Thursday Friday Saturday Sunday Pageviews per Weekday When should I Publish? © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 26. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Published Content Pieces per Hour of Day (UTC) 02 Pageviews per Hour of Day (UTC) 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 20 2119 22 23 24 01 Best hour of Day to Publish © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 27. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Most Trafficked Image © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 28. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Image Jun 18, 2017 19:50 BST Flat
- 29. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Image Jan 27, 2017 11:54 CET Geografens Testamente - Europa, Holger Nilsson
- 30. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean@jonobean ”If its on Mynewsdesk its out there” - Karoline Malitzki Pressansvarig
- 31. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Image Jun 08, 2017 08:56 CEST Tapet Eldblomman av Josef Frank
- 32. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean ”We have a hard time getting traffic to our website. Content published on Mynewsdesk drives traffic to our site and ultimately sales of our products” - Vicky Nordh Pressansvarig © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 33. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean The Mynewsdesk difference mynewsdesk.com Last 3 Months I All Traffic 2.500M 2.000M 1.500M 1.000M 500.000 5.6M 2.1M 1.2M 1.4M 1.5M Source:
- 34. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top Stories Shared on Top Stories Shared on Facebook © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 35. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top performing Stories
- 36. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean ”the great thing about Mynewsdesk is we are able to collect all activities in one place and its people are great” - Pekka Johansson Pressekreterare FN-förbundet @jonobean
- 37. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Top Stories Shared on © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 38. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean
- 39. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean ”Only solution combining high visibility online, a newsroom and distribution to all our channels in one integrated solution.” - Frida Bosma PR ansvarig @jonobean
- 40. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Journalist Survey © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 41. Surviving and thriving in today’s disrupted digital media landscape Key Findings From the Journalist Survey
- 42. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Prioritise stories over sales pitches Journalists 40% 60% 55% 52% say content from brands is too self-serving say it’s always aimed at selling something say content from non-media companies is too self-serving say brands don’t take any risks, so the content is uninteresting PR professionals 40% say it’s always aimed at sell something
- 43. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Become a trusted source say journalists view their brand as a trusted source of information say stories from brands lack journalistic discipline 81% 48% PR professionals Journalists
- 44. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Journalists sources Personal network 77% Email: Press releases 74% Email: Digests, newsletters or alerts 69% Word-of-mouth 57% Facebook 54% Twitter 46% Blogs 34%
- 45. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Demystify your brand 8% 23% 12% 14% currently work on behalf of brands are ‘open’ or ‘enthusiastic’ about the idea are suspicious about working for brands say they would ‘never’ work for a brand Journalists need more information before making the transition to brand storytelling
- 46. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Key learnings © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK • Need to be more interesting • Need to be less ‘salesy’ • Need to be more journalistic
- 47. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Now let’s Give you an Update on the Product
- 48. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean The Data Driven PR Workflow Monitor Your Industry Monitor Create Your Story Create Find & Manage Audience Contacts Distribute your story Engage Measure Your Reach Analyze Publish your Story Publish
- 49. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean The Data Driven PR Workflow Monitor Your Industry Monitor © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 50. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Monitor Update • 3,000 + customers • 160,000 media sources + social media • Integrated PR workflow platform • New - RSS feed from Scrapbook to Newsroom, Website
- 51. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Create Your Story Create © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 52. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 53. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean 27 000SEK 51 000SEK 90 000SEK Small Värde: 30 000 SEK Värde: 60 000 SEK Värde: 120 000 SEK Medium Large 6 pressmeddelanden 8 bilder 1 film 12 pressmeddelanden 15 bilder 2 filmer 24 pressmeddelanden 30 bilder 4 filmer Välj exempelvis en av följande punkter:
- 54. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Find & Manage Audience Contacts © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 55. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Introducing contact insights • Get a grip of who is most important to you • Who is interacting with what type of content • When are they interacting with your content • Who do you need to treat like royalty
- 56. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Measure Your Reach Analyze © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK
- 57. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Introducing - Media Analysis • Review, reset and boost your PR Strategy • Deeper Analysis of your media coverage • Benchmark against competitors • Monthly, Quarterly or annual reviews
- 58. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Success Center • -24/7 support and help content available to you when it suits • easy, accessable and fun way to become a Mynewsdesk expert • - world class service to suit your need; chat, personal or online • Global training in 5 languages www.help.mynewsdesk.com
- 59. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean Mynewsdesk Academy • 3,600 students currently studying courses • 280 graduates with certification in Digital PR • New upcoming modules on media relations 2.0 & SEO in PR • Free development resource for you and you team
- 60. THE JOURNALIST SURVEY © MYNEWSDESK 2017 Key Takeaways © MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK • Creative story telling should is still the thing that makes your brand stand out • Become a trusted source • Move from the spam world of PR to the subscription world • Think about the weekend & commuting content opportunity • Combining Creativity, Technology and Business is the only way to Futureproof yourself
- 61. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK "is like teenage sex, everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it" - Dan Ariely Data Driven Communication
- 62. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK "In todays commoditised world the only way we can differentiate is how we communicate" - Don Schultz
- 63. DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK © MYNEWSDESK 2017 @jonobean© MYNEWSDESK 2017 @jonobean DATA DRIVEN COMMUNICATIONS – THE MYNEWSDESK PLAYBOOK Thank you! @jonobean