My closing keynote at The Social Business Future Conference on 11/9/2012.

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