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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Utilising data in your PR & Content
Marketing strategy
Laura Crimmons @lauracrimmons

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What is data
journalism?

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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

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Where can I get
data?

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Types
of data
Social
media
Brandwatch
Crimson
HexagonSalesforce
Public
ONS
Google
FOI
Business
Purchase
data
Customer
data
Purchased
Survey
Third party
Created
Quiz
Poll

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Social Media

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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

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Social Media predicts US Election
http://mashable.com/2012/11/07/social-media-election/

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Cewe photoworld – Food Capitals of Instagram
https://cewe-photoworld.com/instagram-food-capitals/

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Brandwatch GBBO
https://www.brandwatch.com/2016/10/react-the-social-data-review-of-great-british-bake-off-2016/

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Think about the what social media data would be interesting for a
campaign

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Public

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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/

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Data.gov.uk
Similar to ONS
Browse or request data on a range of
topics
https://data.gov.uk/

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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/

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Google predicts Brexit
http://www.wired.co.uk/article/google-trends-eu-referendum-brexit

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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/

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Statista
Access data and reports on a wide range
of topics and industries
https://www.statista.com/

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NSPCC – Sarah’s Law
https://www.nspcc.org.uk/fighting-for-childhood/news-opinion/sarahs-law-postcode-lottery/

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Think about what publicly available data you could use in a
campaign

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Business

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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/

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http://www.lovehoney.co.uk/sexmap/

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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/

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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/

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Supporting image
goes here
Campaign page
Payplan debt map
30,500 Page views
1:54 Average time on page
https://www.payplan.com/ukdebtmap/

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Results
Payplan debt map
45+ Links/coverage
https://www.branded3.com/work/payplan-debt-map/

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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

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Purchased

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Survey companies
Survey specific targeted audience to
acquire any data you need
https://www.ons.gov.uk/

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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/

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Think about some questions you could survey the public on that
would form an interesting campaign

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Created

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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

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Results
79 Links/coverage
5K Social shares on campaign page alone
Halfords How Roadworthy are you?

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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

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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/

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Think of a fun quiz topic that’s relevant for you/your client

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What data should
I report on?

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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

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How can data
make me smarter?

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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

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Moz - Fractl
https://moz.com/blog/content-marketing-campaigns-earning-links

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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

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Thanks
Laura.Crimmons@branded3.com
@lauracrimmons