Critical Media is transforming from a B2B SaaS platform into a media company. It was founded in 2002 and is headquartered in New York City with over 100 employees. It launched several products and services between 2004-2012 including Critical Mention for monitoring, Syndicaster for publishing content, and ClipSyndicate for sharing clips. It uses various tools and strategies for listening, creating, and engaging audiences across digital channels and aims to expand into marketing and advertising while continuously testing and improving.
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.
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