Brighton SEO - Data Journalism: A practical guide to winning big links
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Ross Tavendale goes into detail about the methods that Type A Media use in order to conduct creative ideation sessions for their creative PR campaigns. First presented at Brighton SEO, September 2018.
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Brighton SEO - Data Journalism: A practical guide to winning big links
- 1. Ross Tavendale Data Journalism: a practical guide to winning big links http://www.slideshare.net/rosstavendale
- 3. Making the thing that gets the link ross@typeamedia.co.uk @rtavs
- 4. Are you sitting comfortably? A creative campaign from 2012 Storytime
- 5. It was 2012 and we just won a global airline as a client ross@typeamedia.co.uk @rtavs
- 6. New domain & new brief ross@typeamedia.co.uk @rtavs
- 7. £50k per month retainer ross@typeamedia.co.uk @rtavs
- 8. We had a strategy session ross@typeamedia.co.uk @rtavs
- 9. Decided to get creative involved ross@typeamedia.co.uk @rtavs
- 11. Ideas generated by subjective opinion ross@typeamedia.co.uk @rtavs
- 12. Some of the ideas were great ross@typeamedia.co.uk @rtavs
- 13. The Apple watch concept ross@typeamedia.co.uk @rtavs
- 14. Some older guy pipes up about QR codes ross@typeamedia.co.uk @rtavs
- 15. So after a couple of days of creative ideation ross@typeamedia.co.uk @rtavs
- 16. We finally settle on a concept ross@typeamedia.co.uk @rtavs
- 17. For a bloody infographic. ross@typeamedia.co.uk @rtavs
- 19. Pitched to the client ross@typeamedia.co.uk @rtavs
- 20. Using subjective opinion they say - “want that one” ross@typeamedia.co.uk @rtavs
- 21. And amazing things happen ross@typeamedia.co.uk @rtavs
- 22. Guess how many links were generated? ross@typeamedia.co.uk @rtavs
- 25. Ideation through the lense of the people in the room ross@typeamedia.co.uk @rtavs
- 26. No concept of flop risk ross@typeamedia.co.uk @rtavs
- 27. Our methodology How we run ideation sessions Type A
- 29. RESEARCH ANGLES PITCHES Who are we talking to? What do they care about? How do we talk to them? ross@typeamedia.co.uk @rtavs
- 31. 3 angles 3 headlines Gets you 9 pitches ross@typeamedia.co.uk @rtavs
- 32. You only need to “win” 11% of the time ross@typeamedia.co.uk @rtavs
- 33. Discovery Where do we get the data to make objective decisions Ideation
- 34. Start with the audience ross@typeamedia.co.uk @rtavs
- 36. Casino Games 93% more likely to be engaged / 58% less likely to be married ross@typeamedia.co.uk @rtavs
- 37. Investment Banking Love money and a cheeky nandos
- 38. Investment Banking They smell and dress like a teenager
- 39. Investment Banking They are a “safe edgy” and like the country of Wales
- 40. Investment Banking They are a pretty big deal
- 41. Assumptive Statements Define what they are/not ross@typeamedia.co.uk @rtavs
- 42. Framework What is our decision making criteria for ideas? Ideation
- 44. Identity This expresses my identity better than I can ross@typeamedia.co.uk @rtavs
- 45. It’s hard out there……. ross@typeamedia.co.uk @rtavs
- 46. For a lefty ross@typeamedia.co.uk @rtavs
- 48. Why you shouldn’t ever…….. ross@typeamedia.co.uk @rtavs
- 49. Mess with gingers ross@typeamedia.co.uk @rtavs
- 52. Utility This is useful to me and my unique situation ross@typeamedia.co.uk @rtavs
- 53. What 2000 calories looks like ross@typeamedia.co.uk @rtavs
- 54. In fast food ross@typeamedia.co.uk @rtavs
- 56. Social Information This reinforces an idea I already believe ross@typeamedia.co.uk @rtavs
- 57. Londoners found to be ross@typeamedia.co.uk @rtavs
- 58. Most miserable people in the UK ross@typeamedia.co.uk @rtavs
- 60. Allergies on the rise globally
- 61. Snowflake millennials are hypochondriacs study reveals
- 62. In our methodology the content finds the audience ross@typeamedia.co.uk @rtavs
- 63. Ideation Framework IDENTITY UTILITY SOCIAL INFORMATION Gender Calculator Politics Age Maps Work Location Formula Lifestyle Affinity to a sport, TV show, computer game Table of data Health
- 64. Drill down-ability for multiple headlines Broad appeal GAMERS Niche CONSOLE Community N64 Fanatic MARIO KART “Gamers sitting on an average of £30k of assets” “Got an original SNES? It could be worth more than your car” “The minecraft generation wealthier than the N64 generation” “Mario Kart pros, richest amongst peers study reveals”
- 66. 3 types of data that can be used to tell a story ross@typeamedia.co.uk @rtavs
- 67. Private data from analytics & CRM ross@typeamedia.co.uk @rtavs
- 69. Potential data from surveys & pro commentary ross@typeamedia.co.uk @rtavs
- 70. What to do with your private data? ross@typeamedia.co.uk @rtavs
- 72. Mashup your data with other sources ross@typeamedia.co.uk @rtavs
- 73. How to use public data? ross@typeamedia.co.uk @rtavs
- 74. Make it easier to use ross@typeamedia.co.uk @rtavs
- 75. Slice it and serve it differently ross@typeamedia.co.uk @rtavs
- 76. How to find public data? ross@typeamedia.co.uk @rtavs
- 77. Advanced Search Recent & relevant
- 79. How to use potential data? ross@typeamedia.co.uk @rtavs
- 82. You’ll never have a viral success with this approach ross@typeamedia.co.uk @rtavs
- 83. But you will get Repeatable & defensible Data led campaigns ross@typeamedia.co.uk @rtavs