How Data, Content,
and Technology
are changing
Communications &
Earned Media
Consumers Are Increasingly
Resistant to Advertising
of consumers say advertising has
little to no influence on them
when making purchase decisions
88%
Source: Forrester
Audiences Avoid Ads Whenever Possible
Source: Global Web Index
To what extent do you trust the followinginformation sources?
Source: Edelman Trust Barometer
78% Recommendations from friends and family.
65% Academics, analysts, journalists,and other experts.
61% Companies I use.
32% Celebrities.
31% Companies I don’t use.
Earned Media Has Re-Emerged as a Driving Force
Source: 2016 Outsell Earned Media Study
Marketers Rethink Their
Media Strategy
of senior marketers believe
earned media is more effective
than paid media
80%
% of Firms Using Earned Media Tactics
Leveraging the Power of Earned Media
Source: Outsell
CONVERGENCE
Paid Owned
Earned
COMMUNICATORS MUST ADAPT TO THE CHANGING CONSUMER
WHERE, WHEN & HOW THEY CONSUME CONTENT
PLANNING & EXECUTION RESULTS
•Goal: Create global awareness of its product launch & partnership with football celebrity Lionel Messi
•Distribute a global releases to US, Europe, Latin America and Asia
• Language localization to reach local audiences
•Release featured on 400+ online websites with 500+ million potential audiences
•Release drew 482,000+ video views and 19,000+ image views and downloads
•Overwhelming enquiries from distributors worldwide which led to purchase orders generating significant ROI
Content Distribution Asia-Pacific Case Study
Case:One of the largest heavy machinery manufacturer of China.
Signature Products
Industrial Events &
PartnershipsSocial Responsibility
● Awards
● Green Power Products
● Apprentice Program
● Water Cellar Project
● XCMG-Cloud with Alibaba
● Innovation Design Competition
● New Products at Bauma 2016
● Core Component Development
Content creation
on 4 pillars:
Service for XCMG:
• Content Creation
• News Release Distribution
• Media Monitoring
Technological Innovation
Summary
Release Amount
19
Potential Audience
143 million
Country Coverage
119
Total Pickups
7,783
Case:
Global distribution with emphasize on
South America and East Europe
Buzz Volume 声量监测结果
■ XCMG is having steady buzz volume from
News website as well as social media
■ Buzz volume reaches peaks when news
release distributed
■ Events covering multiple fields will create
highest buzz volume.
Case:
Global media monitoring for XCMG and its
competitors.
What’s Next?
Integrated Communications
Consistent strategy and
messaging across mediums
Influencer Data
News Content
Insights and Analytics
Engagement Tools
Workflow
Distribution Network
Current Future
Data and Audiences
Go Beyond the Influencer
Female
35-44 years old
Income $100K+
Married
College Grad
Chicago
Yogi
Starbucks Coffee Drinker
Liberal
Cubs Fan
International Traveller
YouTube Viewer
Food Blogger
Tweets 3x/day on average
100+ Brand/Movie Likes on Facebook
DEMOGRAPHICS PSYCHOGRAPHICS SOCIALGRAPHICS
API
Plug It In
A Shift from Vanity Metrics to an Attribution Model
Great CONTENT
Distributed EVERYWHERE
AMPLIFIED through SocialShared by INFLUENCERS
Connected to the BOTTOM LINE
Make intelligent, rapid decisions to EXECUTE
your communication strategy in a UNIFIED
way across paid, owned and earned channels.
Asia-Pacific Footprint
Kevin Akeroyd
Chief Executive Officer, Cision
@Akeroyd
Learn more at Cision.com
Thank you!