Understanding The Big Data Mess

Understanding the

Big Data Mess

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Heidi SullivanSVP, Product

@hksully

Dave LundstromVP, Software Engineering

@davelundstrom

What is BIG DATA?Data sets so large, so complex that traditional software tools can’t work with them.

More data has been created in the past 2 years than in the entire history of the human race.

- SINTEF ITC

What does it mean for PR?More CONTENT

than ever.More

CONTACTS than ever.

More CONTENT than ever.

Real-time share of voice

Examine Micro-Audiences:Share of voice per topic or

demographic

… but Clinton is the leading the share of voice around Immigration

Sanders leads overall share of voice…

TRENDSPOTTI

NG

Rubio fumbles in debate

What can I do for my brand?• Examine share of voice

• Understand micro-audiences• Trendspotting

How do I do it?• Select your business objectives

• Identify the right tools• Identify the right data sets

• Iterate based on results• Visualize results

More CONTACTS than ever.

The Rise of the Influencer

There is no more silver bullet.

“If the news is that important, it will find me.”

- A college student in an article by Brian Stelter in The New York Times, March 2008

Use Big Data to identify the top

influencers at the

time for a topic

What can I do for my brand?• Find new voices that resonate with your

audience• Identify conversations in real-time

• See the topics that matter to your community

How do I do it?• Identify the conversations you want to find

• Find the people that inspire action• Build relationships with those most likely to

engage• Measure & iterate

DIY in Real-Life: Sanders v Clinton on SocialThe Data:

• 3.5+ million social media mentions• Feb. 8 - Feb. 12• Twitter, YouTube, online forum

comments and Facebook fan pages mentions

DIY in Real-Life: Sanders v Clinton on SocialThe Search String:• ((clinton (hillary OR election OR elected OR elections OR caucus* OR convention

OR conventions OR nominate OR nominated OR nomination OR nominations OR nominating OR "nominee" OR electoral OR delegates OR delegate OR speach OR speech OR speaches OR speeches OR potus OR rep OR dem OR reps OR dems OR rally OR rallies OR GOP* OR legislat* OR democratic OR endors* OR support* OR policy OR policies OR politics OR political OR politician OR politicians OR poll OR polls OR ballot OR ballots OR republican OR republicans OR democrat OR democrats OR debate OR debates OR primary OR primaries OR campaign* OR candidate* OR president* OR vote OR votes OR voted OR voting OR voters OR voters OR 2016 OR Cruz OR paul OR trump OR rubio OR bush OR christie OR carson OR kasich OR omalley OR "o malley" OR sanders OR fiorina)) OR hillary2016 OR clinton2016 OR "clinton 2016" OR hillaryclinton* OR Author:hillaryclinton OR "hillary for america" OR imwithher) OR #clinton*

DIY in Real-Life: Sanders v Clinton on Social

DIY in Real-Life: Sanders v Clinton on Social

Glean Insights: Share of Voice: Share of Voice:

Social Democrats on Social

Did we accurately predict Nevada?

Check us out at cision.com/us/blog this weekend!

Questions?Please enter your questions for the speaker in the chat box of your webinar console or tweet them to #CisionWebinar.