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How a B2B SaaS platform is
 transforming itself into a
      media company
Critical Media

@criticalmention
facebook.com/criticalmention
FOUNDED: 2002
• NUMBER OF EMPLOYEES: 100+
• HEADQUARTERED: New York City


PRODUCT LAUNCHES
  • Critical Mention – 2004
  • Syndicaster – 2009
  • ClipSyndicate – 2009
  • Partner API - 2010
  • AllMedia - 2012
Digital Footprint


                         New York
                Oregon


Florida
The Game
monitor.criticalmention.com/bdi


 Listen, Create, Publish, Earn Money*
Tools
Tools
    Our Own Dog Food           Subscription/Free

• Critical Mention - listen        Google Analytics
                                Google Webmaster Tools
                                    Google Trends
                                Facebook Development
• Syndicaster – create                    IFFT
                                       AdWords
                                       adCenter

• ClipSyndicate – publish           SEMrush/Spyfu
                                         Email
                                          CRM
                                          DSP
                                  Social Management
Search
How We Search
Web Search

Social Search

Broadcast Search

Print Search
Social
Our Social Pillars
1.   Branding & Thought Leadership
2.   Lead and Prospect Generation
3.   Reputation Management
4.   Audience Research & Retention
Convergence
Convergence
  How are you using what is
being mentioned on TV or in
 Social Media to power your
client’s marketing strategies?

            Listen
           Create
           Engage
How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
Listen
Case: Critical Minute
                                      Listen
1.        Take your core “head” terms and set up custom
          alerts in filters.

     1.        Google Alerts for Online Content
     2.        Social Mention for Social Content
     3.        Google Trends for Search & Keyword Research Tool
               for Discovery
     4.        Google Analytics, Google AdWords and Microsoft
               adCenter for historical performance (search terms)

2.        There is currently no free service for
          comprehensive TV coverage in all markets-- yet
          TV content remains king.

     1.        Local, national coverage of keyword mentions that
               influence your brand and industry.
     2.        News clips can be shared internally to showcase
               important of a keyword mention to a client
Create
Case: Critical Minute
      Create
Engage
Case: Critical Minute
                         Engage
Social Media Sites – publish videos
directly to popular social media
sites where your story can be heard
by broader audiences. Sharing
content on Facebook, Twitter and
YouTube will help individuals
connect with your brand

CMS systems – Tools help us
connect with Content Management
Systems to make it easy to post
edited videos directly to websites.
Strategy
Case: Election Coverage
Case: Election Coverage
Case: Critical Minute
Case: Critical Minute
Expanding beyond PR to marketing and advertising – digital & social
User Experience
audience



prospect



  sale
Analytics
How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
Attribution
CRM
Creative
How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
Production
Production
Recommendations:

1. Share Google Calendars and Drive
    1. Creative Schedule
    2. Social Schedule
    3. Content Calendar
         1. Schedule Content
         2. Assign Owners

Project Management System

Face time:

1. Weekly Marketing Meetings
2. Daily Discussions
    1. Bandwidth
    2. Freedom of Speech and
         Creative
Automation
Automation
Paid Search – automated rules and
reporting.

Scheduled:
1. Emails
2. Posts
3. Campaign launches (Paid)


Google Alerts
Webmaster tools
Analytics

Content Distribution
Always Be Testing
Always Be Testing (AB)
Promotional offers – our audience loves gift cards

What creative generates the most demo leads?

The most demo leads to sales?

Simple > Complex
Reporting
Reporting
Analytics – reports emailed to
stakeholders

Daily Marketing report – email to more
than 20 team members


Lead, sale, lead-to-sale reports by rep

Success means more budget

                      proposed budget


                   best projected revenue


                 current . projected revenue


                  worst projected revenue
CHAPTER 1: THE GAME
Engage – monitor.criticalmention.com/bdi

CHAPTER 2: THE TOOLS                       CHAPTER 4: THE PRODUCTION
Tools                                      Creative
Search                                     Production
Social                                     Automation
Case Studies                               Always Be Testing (AB)
Convergence
Listen                                     CHAPTER 6: THE REPORTING & SUCCESS
Create
Publish

CHAPTER 3: THE STRATEGY
Strategy
User Experience
Analytics
Attribution
Success
Thank you!
Dane Wiseman
Digital Marketing Manager
Critical Media
dwiseman@criticalmention.com
646-218-9442
                               Visit Critical Media
                               521 5th Ave, 16th Floor

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How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum

  • 1. How a B2B SaaS platform is transforming itself into a media company
  • 2. Critical Media @criticalmention facebook.com/criticalmention FOUNDED: 2002 • NUMBER OF EMPLOYEES: 100+ • HEADQUARTERED: New York City PRODUCT LAUNCHES • Critical Mention – 2004 • Syndicaster – 2009 • ClipSyndicate – 2009 • Partner API - 2010 • AllMedia - 2012
  • 3. Digital Footprint New York Oregon Florida
  • 6. Tools Our Own Dog Food Subscription/Free • Critical Mention - listen Google Analytics Google Webmaster Tools Google Trends Facebook Development • Syndicaster – create IFFT AdWords adCenter • ClipSyndicate – publish SEMrush/Spyfu Email CRM DSP Social Management
  • 8. How We Search Web Search Social Search Broadcast Search Print Search
  • 10. Our Social Pillars 1. Branding & Thought Leadership 2. Lead and Prospect Generation 3. Reputation Management 4. Audience Research & Retention
  • 12. Convergence How are you using what is being mentioned on TV or in Social Media to power your client’s marketing strategies? Listen Create Engage
  • 15. Case: Critical Minute Listen 1. Take your core “head” terms and set up custom alerts in filters. 1. Google Alerts for Online Content 2. Social Mention for Social Content 3. Google Trends for Search & Keyword Research Tool for Discovery 4. Google Analytics, Google AdWords and Microsoft adCenter for historical performance (search terms) 2. There is currently no free service for comprehensive TV coverage in all markets-- yet TV content remains king. 1. Local, national coverage of keyword mentions that influence your brand and industry. 2. News clips can be shared internally to showcase important of a keyword mention to a client
  • 19. Case: Critical Minute Engage Social Media Sites – publish videos directly to popular social media sites where your story can be heard by broader audiences. Sharing content on Facebook, Twitter and YouTube will help individuals connect with your brand CMS systems – Tools help us connect with Content Management Systems to make it easy to post edited videos directly to websites.
  • 23. Case: Critical Minute Case: Critical Minute Expanding beyond PR to marketing and advertising – digital & social
  • 29. CRM
  • 33. Production Recommendations: 1. Share Google Calendars and Drive 1. Creative Schedule 2. Social Schedule 3. Content Calendar 1. Schedule Content 2. Assign Owners Project Management System Face time: 1. Weekly Marketing Meetings 2. Daily Discussions 1. Bandwidth 2. Freedom of Speech and Creative
  • 35. Automation Paid Search – automated rules and reporting. Scheduled: 1. Emails 2. Posts 3. Campaign launches (Paid) Google Alerts Webmaster tools Analytics Content Distribution
  • 37. Always Be Testing (AB) Promotional offers – our audience loves gift cards What creative generates the most demo leads? The most demo leads to sales? Simple > Complex
  • 39. Reporting Analytics – reports emailed to stakeholders Daily Marketing report – email to more than 20 team members Lead, sale, lead-to-sale reports by rep Success means more budget proposed budget best projected revenue current . projected revenue worst projected revenue
  • 40. CHAPTER 1: THE GAME Engage – monitor.criticalmention.com/bdi CHAPTER 2: THE TOOLS CHAPTER 4: THE PRODUCTION Tools Creative Search Production Social Automation Case Studies Always Be Testing (AB) Convergence Listen CHAPTER 6: THE REPORTING & SUCCESS Create Publish CHAPTER 3: THE STRATEGY Strategy User Experience Analytics Attribution
  • 42. Thank you! Dane Wiseman Digital Marketing Manager Critical Media dwiseman@criticalmention.com 646-218-9442 Visit Critical Media 521 5th Ave, 16th Floor