Public Relations

Attracting Tier 1 Media In A Crowd

The Challenge: Building Top-Tier Brand Awareness

Engaging today’s customers via social media is critical. But understanding what really drives those customers is tough. NetBase, a social media analytics company, delivers technology that exposes customers’ sentiments and motivators. That lets companies make the most of each marketing, sales and support effort.

NetBase delivers enterprise social intelligence that lets an enterprise monitor, understand, and engage with customers in real-time. Using a high-precision Natural Language Processing engine, text analytics and machine learning, NetBase analyzes billions of social media posts to extract structured insights for business decisions. With NetBase’s social intelligence, business leaders at all levels can craft winning strategies, faster. However, NetBase needed to build awareness of its brand and expertise against competitors many times its size. So they engaged us to secure coverage in tier 1 media outlets—and to establish the NetBase brand as a leader in social media analytics.

The Solution: Capitalizing On Trends And Social Analytics

We know the greatest opportunity to secure media coverage is to capitalize on current events and topical news. For NetBase, we planned to take a newsjacking approach. We would gather social media insights on time-sensitive topics of interest and share this data with reporters.

We leveraged NetBase's own unique social listening software. This allowed us to analyze millions of social media conversations in real-time on a number of trending topics. We used the resulting insights in social sentiment to formulate compelling media pitches on selected topics.

The topics included:

The GOP and Democratic presidential debates
The “leaked“ videos on Planned Parenthood
The flavor-debate on National Ice Cream Day
The MTV Video Music Awards

Gathering insights and formulating pitches had to happen close to real-time. But by focusing the pitches and media outreach on buzzed topics and trending hashtags, we ensured NetBase got top coverage.

The Results: Tier 1 Media Coverage Soars

Previously, NetBase’s infrequent media coverage came from trade and regional publications. Not anymore. Our newsjacking campaign secured more media coverage for NetBase in 3Q 2015 than the company received throughout all of 2014. In fact, from 2014 to 2015, total media mentions rose 242 percent, from 271 to 658.

It’s even more significant that much of the new coverage came from Tier 1 media outlets. These included prominent publications like USA Today, The Washington Times, Fortune and Reuters. But NetBase also received direct coverage from major television news outlets like NBC, CBS, ABC and Fox News.

The social amplification showed equally as drastic results. In 2014, NetBase saw 2,863 shares on social media, compared to a staggering 31,295 social shares in 2015—a 933 percent increase.

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“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
LIZ THRAILKILL

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