We all know images and video are a must-have for social media marketing. But statistics continue to dominate news cycles and capture our imagination. Using award winning campaigns, Greg Kirkorsky from STATS and Pat Kopischkie from HY Connect will break down how and when you can use statistics to amplify social media. Learn what works, what doesn’t and pitfalls to avoid when using statistics in your marketing. STATS, headquartered in Northbrook, Ill., is the world’s leading sports technology and content company. HY Connect, based in Chicago, is an independent marketing agency.

1. A Picture is Worth 1,000 Words,
Are Stats worth More?
#smwstats
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Pat Kopischkie
VP, Account Management
@hyconnect
@patrickkop

3. Greg Kirkorsky
EVP, Global Sales & Marketing
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@statsbiznews

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STATS is the world's leading
sports technology, data and
content company.
Based in Northbrook, Ill.

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#1 in sports
#29 overall

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8. “The sexy job in the next 10
years will be statisticians.”
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- Google Chief Economist Hal Varian, 2009

9. After near perfect election
predictions, Nate Silver’s
young, down-to-earth
attitude made stats even
more mainstream.
Time magazine 100 most
influential, 2009
Rolling Stone Game
Changer, 2012
Fast Company #1 Most
Creative in Business, 2013
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10. “Using stats, we'll find value in
players that no one else can see.”
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- Peter Brand / Moneyball

11. STATISTICS AND MARKETING
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Statistics make
content credible.
#1

13. Statistics are
behind every
great infographic.
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#2

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#3
Statistics are fun.

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How to Generate
Statistics

16. Process & Methodology
• Desired outcomes
• Budget and timing
• Algorithm creation
and Index weighting
• Formulaic testing and
proofing
• Analyzing data and reviewing results
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17. Start by Imagining your
Desired Headline.
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New Study
Shows…

18. The Story You Want Will Dictate
What Type of Research you Need.
• Primary or secondary research
• Qualitative or quantitative
• Online or offline surveys
• Historical
• Geographical
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19. …as will your Budget and Timing.
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Research Vendors & Partners
industry trade groups

21. HOW TO SHARE
STATISTICS
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22. White Paper
• Large volume of data.
• Distribute through email list,
website download.
• Longer shelf life, bigger
investment.
• Pull out bite-size data points to
share on social channels.
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23. Infographics
• 30x more likely to be read than a
text article.
• Brands that use infographics see
more web traffic.
• Host on a socially-enabled landing
page, SEO.
• Design with social in mind, one
infographic can yield several bite-sized
pieces.
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24. Listicles
• Everything Buzzfeed publishes
• American College of Sports
Medicine Healthiest Cities in
America, 7th annual
• Forbe’s Richest
• People magazine’s Most Beautiful
• Combos Manliest Cities
• Wahl Most Facial Hair Friendly
Cities
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25. Kinetic Text Videos
• More than 1 billion unique
users visit YouTube each
month.
• But only 2% of the top
5,000 channels are brands.
• New ways to incorporate
branding into videos with
embedded links.
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Did You Know? 6.0 Developed in
partnership with The Economist.

26. Media Relations
• Know target outlets.
• Citation is key.
• Be novel, media like new
angles.
• Don’t be too narrow, readers
want stories relevant to them.
• Expect skepticism if research
oversells client interests.
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27. Case Study: Bogus IQ Study
• Study showed Internet
Explorer users have lower
IQs.
• Picked up worldwide by
major news outlets.
• Was quickly debunked,
publisher claimed it was
intended to be a joke.
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28. STATISTICS IN MARKETING
CASE STUDIES
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29. Expedia – Publishing Machine
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White Paper

30. Charmin Sit or Squat
• Compiles user-generated
reviews, turns out ratings.
• Parenting Magazine: One of
the best apps!
• 200 million media
impressions.
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31. Harley-Davidson Iron 883 Launch
• New stripped down
bike.
• With an $8,000 price
tag, wanted to
communicate it was
accessible to a
skeptical, younger
audience. So we did
the math for them…
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32. DELSEY luggage
Client challenge: Make a “case”
for luggage as a holiday gift.
Desired headline: Study shows
luggage replaces VCR as most
outdated item in home.
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33. DELSEY luggage
• Polled 2K adults about luggage and
travel preferences.
• 5 questions, less than $7,000
• Questions:
– last time you purchased?
– Color ?
– Top attributes?
– One travel wish?
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34. DELSEY luggage
Survey methodology
disclosed on press
release.
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35. DELSEY luggage
Generated dozens of placements in key
outlets.
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36. Wahl-Stars
• 10 years of data analysis showed a
positive correlation between players
with facial hair and performance.
• Released around MBL All-Star game.
Media pick up went viral.
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37. New York Life
• The authoritative measure of a
team’s aptitude in pass
protection.
• Proprietary formula looking at
things like QB Sacks, Hurries,
Knockdowns, False Starts and Air
Yards.
• Significant media and social
attention.
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38. UPS Team Performance
Index
• Proprietary algorithm
highlights the most well-rounded
teams in college
football and basketball.
• UPS used data to tie their
logistics campaign to
weekly sports games.
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39. Rolaids Relief
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40. WHAT’S NEXT ON THE STATISTICS AND
MARKETING FRONTIER?
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41. Technology will
create unique,
ownable data points
for brands.
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42. When it comes to the story stats can tell,
you are only limited by your
imagination.
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43. Q & A
#smwguys 43