Becoming a Data-Savvy PR Firm

Panelists:Tara Clark (ConAgra Foods) &Pat Lilja (Tunheim Partners)

4/25/13

• Matt Shaw– Director of Communications – Manages internal & external communications for

the Council of PR Firms to promote the mission of the organization, advocate for the industry and profession, and protect the interests of members

Webinar Host – Council of PR Firms Webinar Host – Council of PR Firms

3Q CPRF Member Survey Data

Q2. When it comes to social media, what is your biggest challenge?Multiple choice %

Staff time involved in managing the process of social data collection/analysis

28.3

Inability to apply social media insights except for those clients willing to pay for it

26.7

Other* 23.3

Ability to derive meaningful insights from social data 18.3

Cost involved in tools and services necessary to acquire social data 3.3

100%

3Q CPRF Member Survey Data

• Bryan Haviland, Agency Channel Manager– Extensive PR experience– Current role at Astute Solutions

• Astute Solutions– “Better insights lead to better customer

interactions.”– Customer relationship management solutions

provider

Webinar Sponsor: Bryan Haviland & Astute Solutions

Webinar Sponsor: Bryan Haviland & Astute Solutions

• Tools have no “insight button” • Big Data = Insights challenge• “Boiling the Ocean” of data not enough

anymore• Success requires thoughtful planning

– Client business knowledge– Effective design– Well-trained team

Keys to Success Key Insights

• Pat Lilja, Director of e-Strategy @ Tunheim Partners– Specializes in identifying and analyzing the strategic

landscape to bring clients’ online presences in alignment with goals

• Tara Clark, Consumer Affairs Social Strategist @ ConAgra Foods– Specializes in creating an overall positive online

customer experience while working towards the fulfillment of company goals

Our Panelists Our Panelists

Synchronizing brands + relationships

+ Founded in in 1990

+ Located in Minneapolis

+ A leading partner in IPREX, the $200 million network of communication agencies, with 100 offices worldwide.

+ Focused on strategic communications and content creation driven by:

trends + data + research + experience

Patrick LiljaDirector of e-Strategy

Tunheim

What a data savvy PR firm used to be…Best guesses

Ad equivalenciesImpressions

Disconnected from KPI’s

What data from “social media” used to mean to us (before we called it social media)

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Important metrics

• KPI’s• Audience

identification/motivation

• Audience satisfaction/delight

• Influence/influencers web mapping

• Engagement

• Coverage• Campaign element success• Content

effectiveness/enhancement

• Process effectiveness/enhancement

• Time and location• Sentiment

Have systems in-place to manage and take advantage of data

MonitorAnalysis

ManagementEngagement

Data right from the start

Start with client prospects, industries,

areas of interestData throughoutClient team does ongoing

data collection and testing

+ Social Listening and Relationship Management (Astute)

+ Big Data (Clients and prospects often don’t know what they are sitting on)

+ Google+ Keyword Research (Not just for ads or

SEO!)+ Influencer and social interaction maps+ Surveys+ Media monitoring (Vocus)+ Additional Social Insight Tools (Topsy,

Viral Heat, Etc.)+ Surveys+ Site action tracking+ Unstructured Data+ Site analytics+ Social analytics (Facebook insights,

etc.)+ A/B testing (ads, pages, everything!)+ Response rates+ Content Interaction+ Link tracking

Analysis and ActionSmart AND experienced people that can do data

analytics and make it actionable

MonitorAnalysis

ManagementEngagement

Analysis and ActionSmart AND experienced people that can do data

analytics and make it actionable

+ Know the client and the client’s business well

+ Experienced user of the tools

+ Able to mentally visualize what sets of data mean

+ Able to manipulate data (more than just doing an Excel sort)

+ Know how to tell the story of the data to the team and the client

Have systems in-place to manage and take advantage of data

The mindset of (some) clients

• Some see data collection and analysis as expense lines to trim from a budget (especially front-loaded expenses)

• Some see data as a sea of numbers they can end up drowning in

• It is our job to:– Take the data and make its meaning and

implications clear and easy to understand– Show how paths to success can be derived from the

data– Show how data collection and analysis leads to

better outcomes, with lower costs, over the long run by:

• Targeting correctly• Executing correctly• Shifting course quickly

Examples: How social data has caused changes in mindset, action, or approach

Examples: How social data has caused changes in mindset, action, or approach

Examples: How social data has caused changes in mindset, action, or approach

Examples: How social data has caused changes in mindset, action, or approach

Tips for other firms to best utilize social media data for customers

• Find or develop the smart people you will need to make sense of the data you have

• Find great tools and train on them and experiment with them so you know every nuance

• Put systems in place so nothing gets missed• Make sure what your client sees is: Simple,

Easy to understand, and Valuable to them• Start looking at data ahead of time (as far

ahead as possible) to prepare for a new client or a new initiative

• Generate great targeted data through testing

• Know your clients’ and their business

Patrick LiljaDirector of e-Strategy

Tunheim

Synchronizing brands + relationships

plilja@Tunheim.com@iampatmann

Skype: patricklilja

ConAgra Foods at a Glance

ConAgra Foods is one of North America’s leading food companies, with brands in 97 percent of America’s households.

28 of these brands are No. 1 or No. 2 in their category.

20 of these brands generate more than $100 million in retail sales each year.

ConAgra Foods offers 160 meals for $3 or less.

Our Brands

CAG Goals

Consumer Affairs Goals in Social Media• Respond to posts about public health, quality and consumer

education opportunities

• Mitigate risk for the company by immediate notification of social contacts

• Integrate social contacts into data to detect emerging trends and enable corrective and preventive action

• Build trust and loyalty in online communities by engaging with consumers

History of Social Media at CAG

• Started major brand pages about 5 years ago• Agency partnership Spring 2008

– Educate the company on the importance and the need to be in the social space

• Started building communities• Consumer Affairs enters in 2010

– Define roles and responsibilities for agency, marketing and CA

Integrating social into how we work..

• Agencies provide marketing insights on social conversations around our brands

• CA provides insights to the company regarding quality, food safety and consumer education

Emphasis on collaborative reporting going forward

Metrics

Marketing Consumer Affairs

Upgrade our content

Drive impact through data

Build loyalty and trust

Drive awareness of for our brands

Voice of the consumer

Be a leader of insights

Success Stories…

Lessons learned in social media

Talk….

Trust…

Share…

Thank you!

Tara ClarkConsumer Affairs Social Strategist

Tara.Clark@conagrafoods.com402-240-4018

Questions?

• Webinar will be available on the Astute Solutions website 4/26 by 5pm ET

• Slides will be available on the Council of PR Firms’ Slideshare

Thank You! Thank You!