|Cision's Lisa Denten|
This week, Cision
announced the release of Social Demographics
, a new feature designed to help CisionPoint users uncover key demographics for global social influencers and their followers. Powered by StatSocial, this technology is the first of its kind to be deployed as part of a database solution in the PR software market, and gives communicators an unprecedented advantage in finding the right contacts and targeting stories to their intended audience.
Social Demographics, which aggregates publicly available data from more than 60 social media and blog platform sources, is included as part of Cision's Influencer Data package. Key features of the tool include the ability to view age, gender, income and audience information for the followers of influencers, access to Social Pull, a proprietary metric from StatSocial that measures an influencer’s impact as compared to the average Twitter user and full integration with Cision’s Media Database, Influence Rating and Social Influencer Search.
Talk about powering your public relations!
Recently, Miles Technologies spoke with Lisa Denten
, Social Media Manager for Cision US, about Cision's moves to deliver the ultimate PR platform - and the social media opportunities impacting traditional and digital PR initiatives today!
In the days of yore, or at least five years ago, public relations was somewhat simplistic. PR was essentially delivered by deployment of a standard strategy of creative press releases and effective media pitches. Today, PR is a cross-platform initiative that incorporates content marketing, visual content marketing, brand storytelling and social media engagement. How does Cision view the platform that is PR today – and its increasing diversity of services and scope?
Great question! The PR industry keeps us on our toes, and we like it that way. It is ever-evolving and adapting itself to changes in related disciplines: the media industry, as well as paid and owned channels. This is a great sign, as any relevant and successful industry has to do just this to thrive. Consumers are no longer just reading in print, viewing on TV and listening on radio; PR is using the channels necessary to reach their market, and that’s always changing.
What makes Cision such a powerful tool for PR? What can a company do with Cision’s PR software?
We evolve with the industry. We started as a clipping service, grew into a media directory and now offer a one-stop digital shop for communicators to research and target journalists and influencers, monitor their brand’s story and analyze campaign results. Our newest addition was launched in June 2013 and brings content marketing to PR. Since then, we’ve also added Influencer Search, which allows users to search millions of real-time tweets to identify top influencers, and Social Demographics, which uncovers key demographics for global social influencers and their followers.
Cision is very active in its social media. Why is social media such a critical component in any effective PR campaign?
Our audience is on social and that’s why we’re there. Similarly, social media is becoming a necessary add-on for all campaigns because that’s where consumers are located, and how brands can engage and build relationships with them.
Does this mean every company needs to be active on multiple social media platforms?
If you have evidence that your customers are on social media, you absolutely should be.
Content marketing is a vital component in any PR initiative, with a focus on brand journalism. Today’s businesses can benefit greatly by brand storytelling on social media platforms, blogs and even in press releases. What is the impact of content marketing on Cision’s clients – and why does Cision need to be on top of identifying every content opportunity available?
We view content marketing as a way for PR to take a seat at the table. Traditionally, marketing and advertising has been given the big budgets because paid and owned media can show more detailed ROI. PR professionals have always told companies’ stories, and that’s why we think they’re the perfect candidates to own content marketing strategy.
When it comes to content marketing and its role in PR, how does Cision leverage its own content in its outreach and awareness initiatives? How important is developing and sharing great content, at Cision?
We have seen great return on our own content marketing initiatives. To give you an idea of our success, by using Cision’s Content Marketing Suite, we doubled unique visitors to our blog in one year. For brand awareness, that’s huge! The next step is, of course, keeping new visitors engaged and building trust with them, and we have been able to do that through continued campaigns.
Two good examples of content marketing in work is our Social Journalism Survey
and our Content Marketing eBook
. We published these pieces of content and also incorporated them in larger PR campaigns, which led to more exposure, downloads, leads and in the end, sales. These examples make it clear to us why content marketing and PR work together seamlessly and deliver greater value when they’re used together.
What advice can Cision offer to companies looking to get more creative with content marketing?
The success behind any campaign starts with the preparation for it. Companies need to start by identifying their goals, then determining the tactics that will help them achieve those goals. Like social media, content marketing won’t give you overnight success, nor should it. It is about developing relationships and trust with your readers and that takes consistent messaging and continually producing quality content as a brand. Additionally, content marketing should deliver value, not be a blatant advertisement. That’s where it differs from a press release or an ad.
Tell us about Cision’s Top Influencers. Who are they – what does it mean to be a Top Influencer and how does connecting with today’s Top Influencers benefit companies using Cision for public and media relations outreach?
: There are so many layers of influencer in today’s social world, that our newest add-on to CisionPoint allows users to easily identify social influencers in their space. We just hosted a webinar with Crosby Norricks of PR Couture and she said influencers fall into one of three categories: brand advocates, social influencers and stakeholders/employees. We agree with this analysis, and our Social Influencer Search allows PR professionals to search Twitter content by keyword to find contacts in our database discussing specific topics. It’s a great way to find influencers, and that’s often the most difficult part. After locating the right influencers for your brand comes relationship-building, and we all know that’s a PR professional’s forté.
In January, Cision was named the winner of In2 SABRE Awards Insights Product or Service for its analytics platform, wire service and influencer database. The In2 SABRE Awards are hosted by The Holmes Report and designed to recognize the most innovative work in content creation, multimedia storytelling, data, analytics, research and measurement, and are an expansion on the Silver SABRE Awards. What does this honor mean to Cision?
Besides all the kind words and feedback we get from our clients, this is further validation that our product is fulfilling its goal of Delivering the Ultimate Technology to Power Your Story.
Finally, what does Cision see as the evolution of PR?
The evolution of PR is the evolution of communication channels, as a whole. We’ve been there every step of the way as consumers shift to new channels, and our clients look for the best ways to communicate with them there. While communication channels evolve, compelling storytelling is a constant. We will continue to take this approach – anticipating the industry’s needs and staying one step ahead so we’re there to help them navigate the landscape as it changes.
Special thanks to Lisa Denten for her time and expertise!
To learn more about Cision, click here!
Did you know Miles Technologies is a Cision expert? Miles Technologies
understands the power of tapping into social media influencers, bloggers and targeted media contacts! In fact, Miles Technologies works closely with Cision to create content marketing and public relations opportunities for its diverse clients. To learn how to make the most of social media influencers and leverage the latest in public and media relations strategies, contact our Online Marketing
team - and brace yourself for the ultimate in media engagement!
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