Social generations: Millennials account for 70% of Instagram users, 61% on Twitter—Facebook median age has increased by 10 years

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The latest research from GfK MRI shows that Millennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% onTwitter. The data also reveal that the median age of Facebook users is 40—up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter and 30 for Instagram.

According to the research, LinkedIn has the highest median household income (approximately $112,500) and the highest education levels among the top social media, photo or video-sharing sites. Two thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three: LinkedIn (55% of users versus 45%), Twitter (54% to 46%) and YouTube (51% to 49%). Women are the majority of users of Facebook (57% versus 43%), Google+ (53% to 47%), Instagram (60% to 40%) and Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, managing director of GfK MRI, in a news release. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

GfK MRI’s Survey of the American Consumer is a single-source database derived from continuous surveys of approximately 25,000 U.S. adults annually. In addition to use of all major media, GfK MRI measures consumption of over 6,500 products and services in nearly 600 categories.

Source: Business Wire; edited by Richard Carufel

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#MunkDebateGhosts: Foreign policy debate Twitter chatter influenced by May, Trudeau Sr.

non-partisan issues, federal elections, elections, canadian elections, elections 2015,

This past Monday saw the third federal leaders’ debate, this time with foreign policy on the agenda. Barbs were thrown from all angles on issues ranging from the delayed Keystone pipeline to federal refugee policies. And while there was no overwhelming winner, once again several non-electoral platform issues were the most mentioned on social media during the debate.

One of the most talked-about foreign policy-related topics during the debate, the anti-terror Bill C-51 (mentioned 941 times amongst the 37k tweets containing the hashtag ‘#munkdebate’), led to one of the biggest moments of the evening when NDP leader Thomas Mulcair compared Bill C-51 and the War Measures Act (which had been instituted when Trudeau’s father was Prime Minister).

Trudeau responded by saying how proud he was to be the late Pierre Trudeau’s son, which brought about sustained applause from the audience at Roy Thomson Hall.

This, combined with the 15th anniversary of the former Prime Minister’s death, lead to an eruption in social media, with “Pierre Trudeau” receiving almost 1.2k mentions on Twitter during the debate.

The above exchange also contributed to the Liberal Leader receiving the vast majority of social media attention, leading the way amongst all party leaders with more than 12k debate-related tweets.

Just like the previous Globe and Mail debate, however, Green Party Leader Elizabeth May continued to make her voice heard. She held another forum on Twitter, virtually inserting herself into the fray to considerable effect: following #C51, #VoteGreen was the next-highest mentioned hashtag.

May’s electronic attendance also influenced party mentions: though her handle, @elizabethmay, was last amongst federal leaders her party’s handle—@canadiangreens—was a close third, just behind @thomasmulcair.

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Though news this week indicated Stephen Harper’s Conservatives have regained the lead, there’s still no overwhelming frontrunner ahead of the final French language debate set for Friday. But as long as federal leaders are willing to try anything to get ahead—even to say their party’s policies are somehow responsible for panda pregnanciesI guess we’re just going to have to grin and bear this campaign a little bit longer.

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Want your employees to share content? Offer formalized programs and strategies

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Even as marketing disciplines such as content marketing, employee advocacy and social selling are embraced by businesses of all types, there has been little revealed about employee perspectives on these initiatives. But according to new research from employee advocacy firm Trapit, employees are the linchpin that holds these initiatives together—and it’s critical that managers understand their wants and needs in order to spark widespread adoption.

A new survey from Trapit reveals that 74.9% of employees identify some type of business benefit to sharing content on social media—respondents indicated that brand awareness (42.7%), brand credibility (21%) and sales (11.2%) were the primary benefits of their efforts on social media.

Respondents also showed strong preferences for the types of content they would like to share with their social networks—55% of respondents indicated that sharing a mixture of third-party and company-created content is best for social media.

While employees were quite clear on content preferences, they were less clear on internal processes and distribution strategies. The majority of employees were encouraged to share content during meetings (56.5%), yet only 28.2% were encouraged to do so using software—whether it was email, collaboration tools or marketing platforms.

“It’s no surprise to us that employees see the immense benefit of engaging on social media around content that can bring additional and specific value to those relationships,” said Trapit CEO Henry Nothhaft, in a news release. “We’ve confirmed that businesses are on the right track with employee advocacy and content marketing, but it’s time to invest in the tools, processes and training that will turn these efforts into measurable ROI.”

While content marketing and employee advocacy are quickly becoming core competency in businesses across the globe, it’s clear based on employee feedback that many organizations are still struggling to implement strategies and tools that sufficiently support their teams in their efforts. Companies that can formalize programs and implement tools to fuel these efforts will gain a clear competitive edge in their respective markets.

Download the complete report here.

This survey was conducted among 400 professionals across the U.S. to understand the employee perspectives on content marketing initiatives. All respondents were managers or senior managers earning at least $75,000 per year. Trapit worked with AskYourTargetMarket (AYTM) to conduct the research.

Source: PRWeb; edited by Richard Carufel

Brand Advocacy Whitepaper

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Five tips for developing successful working relationships with journalists


A short while ago, we invited our clients and audiences to fill out a survey in which we asked ‘What are your PR department’s top 5 objectives?’.

Thanks to the great feedback we received, the content development team at MediaMiser is excited to release a 5-part blog series based on those responses entitled ‘Meeting your department’s top 5 PR objectives‘.

So, you want to have a (professional) relationship with a journalist, do you?

At the risk of sounding rude: Get in line. Journalists—especially in the current climate of newsroom cuts, shrinking budgets and hand-wringing over the state of the industry—are overworked, often over-contacted by PR professionals, and generally have no patience for anyone who wastes their time.

Send a journo on a figurative wild goose chase, and the chances of having a productive relationship with them in the future quickly becomes slim to none.

And while there’s no one-size-fits-all solution to establishing and maintaining good working relationships with reporters, editors, producers and the like, there are some overarching best practices you’d be wise to follow before picking up the phone or hitting ‘send’ on that email:

Do your research. In order to cover the other points below, you’ll need to put in some up-front effort first. Research which journalists have recently reported on your specific topic, noting their angle, who they’ve interviewed, and the tone of the article (a media monitoring and analysis program can come in pretty handy right about now). Once you’ve got this mapped out, providing relevant information to a journalist suddenly becomes much easier.

Be human, and be friendly. It’s amazing how much goodwill this simple exercise can generate, and it’s also amazing how little time some professionals seem to have for it. Everyone’s busy, and everyone’s stressed at times, but taking the extra time to relate to someone on a personal level doesn’t only stand to make your business relationship better—it just makes life more enjoyable. Journalists, after all, are people too: If they’ve written something in the past that you enjoyed, let them know.

But don’t be disingenuous about it: Blatant sucking up isn’t the way to go, either.

Be useful: This may seem obvious, but the number of times journalists receive completely irrelevant pitches proves otherwise. Instead of viewing journalists as walking amplifiers for your red-hot pitch, instead ask yourself: How can I be of use to a journalist? What story idea can I pitch that might follow up on their previous articles, or how can I provide insights or data to supplement a story they could be writing right now (or tomorrow)?  Making yourself useful is the best way to get your organization’s name in the news, while (hopefully) forging a lasting relationship with the journalist.

Don’t mislead anyone. Another obvious one that seems to be less-than-obvious in actual practice: be honest with your pitch. According to The Media Influencers Report, 90 per cent of digital journalists say they’ve been duped by PR pros (with nearly a quarter saying it happens “often”).It may be tempting to skirt certain details if you know it’ll get you a placement, but you need to be mindful of potential long-term damage to the relationship.

Be respectful. By now maybe you’ve established a couple decent working relationships, and have been promised a placement on your latest pitch. Great! Good job. But take heed: if you don’t see the story appear right away, try not to hound your journalist contact about it.

Editorial decisions are often directly dependent on how much advertising is sold for a particular issue of a newspaper or magazine (which determines the number of pages in that issue). Sometimes there’s simply no room for your story that day, that week or that month. Stories also sometimes get bumped or put on hold in favour of more immediate, breaking news, so don’t take it personally if your piece gets delayed or even shelved.

If you’re interested in chatting more about the do’s and don’ts of contacting and dealing with journalists, don’t hesitate to drop me a line at or on Twitter at @jim_donnelly.

Jim Donnelly is the former Editor of Ottawa Business Journal, and is MediaMiser’s Director of Content.

Just a reminder, this five-part series includes:

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B2B marketers using predictive analytics outperform those using traditional analytics

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B2B marketing organizations that strategically use predictive analytics outperform other organizations that use more traditional data analytics approaches to improve marketing execution and business results, new research conducted by Forrester Consulting on behalf of B2B predictive marketing software firm Radius reveals.

The findings show that predictive analytics is going mainstream, with a majority of marketers (61 percent) using predictive analytics today, allowing them to anticipate outcomes with a significant probability of accuracy.

The study, From Insight to Action: How Predictive Analytics Improves B2B Marketing Outcomes, yielded three key findings:

  • B2B marketers who use predictive analytics outperform their counterparts who do not.
    • Predictive analytics users are twice as likely to outperform non-users on several key business metrics, including:
      • Exceeding revenue growth target;
      • Exceeding marketing goals for revenue contribution;
      • Commanding a higher market share than competitors.
  • Predictive analytics helps B2B marketers identify and address new markets.
    • According to the study, marketers’ top challenge is limited visibility into addressable markets, but:
      • 86 percent agree that predictive analytics help them evaluate new market opportunities;
      • 84 percent say that insights from these marketing-focused analytics have become the primary driver in their go-to-market strategies.
  • Predictive analytics impacts the entire customer lifecycle, not just pre-sales acquisition.
    • While most marketers (89 percent) see value in using predictive analytics to identify new opportunities and to better qualify leads, the more advanced users also realize upstream and downstream benefits:
      • 97 percent of predictive analytics users analyze their best customers and understand how/why they buy;
      • 92 percent of predictive analytics users optimize the marketing mix to reach the right types of buyers.

“As the findings of this study prove, the best B2B marketers are predictive analytics users,” said Radius’ director of product marketing John Hurley, in a news release. “This is because they can pursue new market opportunities and attract, analyze and engage customers with insights backed by data science, not guesswork. Given our goal for this study was to evaluate the use of predictive analytics among B2B marketers, we were excited to find the majority of companies have already incorporated these systems into their marketing arsenals and are actively driving business growth. We’ve entered an age where technology and data science can deliver the power of analytics to marketers.”

Radius commissioned Forrester Consulting to survey 106 B2B marketing executives and CMOs in the U.S.

Source: Business Wire; edited by Richard Carufel

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A personal reflection of the PR industry over the last decade—and where we’re going

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The year was 2005. Friendster and Myspace led the social networking world, Facebook and LinkedIn were both in its infancy, and Twitter was #nonexistent.

As far as the media environment, the central economic question in journalism was how long it would take online journalism (which was expected to take in $12 billion in ad revenue in 2005) to become a major economic engine, and whether it would ever be as big as print (which brought in $49 billion in ad revenues in 2005). This according to PewResearch Center’s 2006 State of the Media Report.

Fast forward 10 years, and social media has influenced the news media in ways no one anticipated.

In PewResearch Center’s 2015 report on the evolving role of news on Twitter and Facebook, it was uncovered that the share of Americans for whom Twitter and Facebook serve as a source of news is continuing to rise. According to the report, users of Twitter (63%) and Facebook (63%) say each platform serves as a source for news about events and issues outside the realm of friends and family.

Even journalists say they use social media to keep up with the news more than newspapers.

On top of that, a decade later, the economic question of how long it would take online journalism to trump newspaper revenue has been answered. According to the 2015 State of the Media Report, $50.7 billion was spent on digital news ads in 2014, including mobile; compared to newspaper ad revenue which reached $19.9 billion in 2014.

There’s no question that the evolving media industry has had a huge impact on how my role as a PR practitioner has changed over the last ten years. Despite these changes, some of the basic fundamentals of how we counsel clients and interact with the media have remained the same.

The key questions at the forefront when having conversations with thought leadership spokespeople have consistently included:

  • How can we tell your story in a way that informs, educates and inspires your priority stakeholders?
  • What can you bring to the table that is different from what has already been covered in the media and allows you to stand out from similar experts?
  • What is truly keeping your clients up at night, or what should be that they are not aware of?

While a number of other questions are part of the initial dialogue, it are these specific questions that have allowed me to develop thought provoking pitches that grab the attention of reporters.

In this same vein, the way I interact with reporters has also fundamentally stayed the same. A presentation given by Dan Pink on the ABC’s of persuading made this even more apparent. According to Pink, you can close any deal as long as you are “Attuned, Buoyant and Clear”.

How does all of this relate to my interaction with reporters?

  • Attunement is the ability to understand the perspective of your prospects and more broadly, see things through their eyes. While empathy and understanding of emotions is part of this equation, understanding someone’s thinking is really what it’s all about. In the world of pitching reporters, attunement is definitely something that comes into play before I hit send on any email to a reporter, as I make sure to think about the following: How is my source going to be able to add value to the current reporting they’ve already been doing on this topic? What new perspective can they offer that hasn’t already been covered?
  • Buoyancyrefers to being optimistic and resilient, especially given how many times people will say no to a solicitation. While attunement certainly has increased my chances reporters say “yes” to my pitches more than “no”, in the last decade I’ve also had my fair share of reporters who have hung up on me. While it’s easy to give up after being faced with such rejection, instead of getting frustrated and deflated, I’ve challenged myself to think outside the box, revamp my pitches and find new contacts who see value in what I’m offering. This ability to recover and move on in spite of rejection has been pivotal for me in a highly competitive media relations market.
  • Clarity is the ability to succinctly get your prospect relevant information in a short, easy, compelling summary that identifies the precise problem or issue as quickly as possible. The clarity technique is really the golden rule that PR practitioners learn right out of the gate, but often times the hardest one to perfect. My ability to be both economical (email pitches are as short as possible) and straightforward (get to the point quickly) when pitching reporters has definitely helped me catch the attention of reporters over the last decade.

So what has changed?

Public relations is all about influencing audience behavior, wherever those audiences live, and there’s no question that the number of tools available to reach these audiences has increased insurmountably over the last decade. When I started my career the primary means of communicating with audiences was limited to paid media (advertising and direct marketing) and earned media (PR placements). Advances in social media have really been a game changer by way of directing the conversation for our clients.

In addition, while content marketing has always existed in some regard for most b2b companies with a strong POV to share, it’s become a new buzz word over the last 5 years that has also redefined our profession.

So what will the next 10 years look like?

In 2011/12, PRSA led an international effort to modernize the definition of public relations and replace a definition adopted in 1982 by the PRSA National Assembly. PRSA initiated a crowdsourcing campaign and public vote that produced the following definition:

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

While it’s very possible this definition will continue to evolve in the next 10 years to keep up with our changing roles and the technological advances at our finger tips—the ability to build mutually beneficial relationships, especially with reporters will become increasingly important in the crowded and fast paced media landscape.

Guest contributor Lisa Seidenberg is Associated Vice President, Media Relations at Greentarget; a strategic public relations firm focused exclusively on business-to-business organizations. Article first appeared on

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The power of association: Protecting your reputation when partners go astray

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In the midst of the Volkswagen scandalin which VW was caught installing software on diesel cars that allowed them to trick U.S. emissions testscompanies are reportedly putting the brakes on potential partnership deals with the automaker.

Rumors have been circulating that Redbull and VW were negotiating to make VW the supplier of Formula 1’s “power units” and acquire Red Bull Racing, with Red Bull taking a sponsorship role. But in light of recent events, Red Bull Racing boss Christian Horner has admitted to NBC that any deal “seemed to go up in smoke.”

Does this story sound familiar? If so, it’s probably because we’ve seen countless companies sever ties and even be forced to apologize on their partner’s behalf after a media or customer SNAFU. These cases are just further proof that in today’s world, the public doesn’t see a distinction between a company’s values and those of its affiliates.

Because of this, at MediaMiser, businesses with large supply chains or big contracts in the works often ask us to vet current or potential partners for red flags.

Sifting through archives of news coverage allows us to connect the dots on issues that may otherwise go unnoticed. And we’ve unearthed some critical pieces of information through this process: earlier this year, we discovered a vice-president of a potential contract winner was in the thick of a domestic abuse scandal and being replaced.

Another contract bidder was headed to court for fraudulently securing public contracts and diverting millions through sham companies.

Still another supplier had its fair share of press mentions, too—for charitable work in the community. Needless to say, unlike the first two, this firm wasn’t red-flagged as a potential risk based on its media content.

Companies work hard to cultivate a positive reputation. So being associated with another’s damaging press is at best a costly headache, and at worst an existential threat.

So are you allied with the “good guys”? The tough part is, you don’t always know. After years of working with a particular partner or client, unsavoury details about them may suddenly begin to trickle down into the headlines—and if they’re a major partner or supplier, it doesn’t take long to get yourself roped into the narrative.

MediaMiser’s reputation reviews and company case studies can help a company’s risk management team pinpoint weaknesses in its supply chain, or identify shortcomings in potential partners or bid winners, via an in-depth scan of media content. It’s one of the easiest ways to take the guesswork out of your partnerships and protect your brand.

For more info on our media monitoring process, check out our recent case study.

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Canadian Federal Election Twitter Tracker 2015

MediaMiser’s Canadian Election Twitter Tracker charts are updated daily, so check back often!

As the 42nd Canadian general election inches closer to its Oct. 19 voting day, Canadians of all political stripes are voicing their support (or lack thereof) for various parties and their leaders on Twitter.

So we’ve tracked English-language election tweets and their corresponding sentiment since August, to see which parties and leaders are being talked about the most—along with the tone or sentiment of those conversations.


Fast mover: The Green Party’s popularity shot up dramatically this past week, as supporters tweeted the hashtag #glibandmale in an attempt to criticize The Globe and Mail’s leadership debate (which did not include Green Party leader Elizabeth May), but then also dropped just as dramatically.

Data is generated by mentions of party handles.


Data is generated by mentions of the leaders’ handles, and is toned using MediaMiser’s automated toning algorithm (following systematic human training of the algorithm).

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Amazing Race Canada, Season 3 Ep. 12: Finale delivers in a crowded Wednesday TV lineup

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***Spoiler Alert***

The third season of Amazing Race Canada finally has a winner–and the final episode didn’t disappoint, featuring a dramatic two-way race to the end that saw brothers Jesse & Gino Montani beat out pro wrestling partners Nick Foti & Matt Giunta.

The enduring team of brothers Brent & Sean Sweeney finished third, never really able to recover from their initial stumble on the first roadblock but who almost caught up due to some good fortune.

As like previous years, the finale generated a great deal of social media activity. Compared to last week’s episode, Twitter mentions were up 96.9 per cent. But compared to this year’s premiere, Twitter activity was down 12.4 per cent and down 64.2 per cent compared to last year’s finale.

Nevertheless the show finished strong and was contending against some stiff viewing competition on television during the same timeslot. In fact, many viewers seemed to watch multiple programs at once with the hashtag #BB17 (Big Brother 17 finale) being the fourth-most mentioned hashtag in relation to Amazing Race Canada.

The Toronto Blue Jays were also playing the New York Yankees in an intense game that had American League East pennant race implications. It was the Blue Jays game that probably ignited the most screen time conflicts in households across Canada. Considering Toronto is the biggest market for Amazing Race Canada, it’s likely the game put serious downward pressure on ARC’s finale numbers.

Even past contestants team Bodybreak let everyone know they had to PVR their favorite show, because they were at the baseball game.

Consistently, Toronto, Ottawa, and Winnipeg have generated the most activity every show — and it was no different for the finale. But like other episodes, Twitter engagement was also driven by the episode’s location. Since the finale took place in Vancouver and Whistler, a spike in Twitter activity was seen in the greater Vancouver area.

The greater Vancouver area had the second-most Twitter engagement behind the Toronto GTA, just ahead of both Ottawa and Winnipeg.

Like last year’s finale in Ottawa, the Vancouver and Whistler locations were well-received by viewers.

Many enjoyed the roadblocks in both Vancouver and Whistler. The first roadblock involved riding a bike across a beam above Terry Fox Plaza in Vancouver, and the final roadblock in Whistler involved contestants skiing off a jump into pool, which received the most reaction.

Not only was it a great showcase for the Whistler-Blackcomb resort, but also for the Nicklaus North Golf Course and the Bearfoot Bistro.

Like all Amazing Race Canada finales, the show wrapped up with a one hour, post-episode show with TSN’s James Duthie. Both the audience and Duthie asked contestants about the show and their experiences, while contestants Dana Hayward and Amanda Johnston were announced as winners of the Fuel Your Favourite Team Contest from Petro-Canada, and a casting call for the upcoming Amazing Race Canada season 4 was announced. In fact, the casting call was the second-most tweeted link during the show. The most popular tweeted or retweeted link ended up being a video of host Jon Montgomery reenacting his famous post-Olympic (Vancouver 2010) Gold medal celebration hoisting a pitcher of beer.

The iconic hoisting of the pitcher inspired the hashtag #CheersCanada during the show, and is part of the reason why Jon is the quintessential host for the Amazing Race Canada.

We hope you’ve enjoyed our ongoing recap and analysis of season 3 of the Amazing Race Canada. We’ll recap the entire season with an infographic as we did for season two and one . Please stay tuned!


By the numbers:

Twitter activity compared to last week’s episode (  Increase 96.9%

Top social media activity by cities:

amazing race, amazing race canada, provinces, stats, chart

Top Hashtags (Other than #AmazingRaceCanada)

  • #congratsginoandjesse 470  
  • #AfterTheRace 369  
  • #CheersCanada 150  
  • #BB17 43

Contestants’ Share of Voice:

  1. Jesse & Gino Montani 53.1% (winners)
  2. Brent & Sean Sweeney 25.2% (3rd)
  3. Nick Foti & Matt Giunta 21.7% (2nd)

MediaMiser actively blogs about Amazing Race Canada, and leverages MediaMiser solutions to compile analysis on the show.

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Move over media relations: In the age of Big Data, analyst relations is king

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Everyone understands the importance of media relations and the role it plays in a successful public relations strategy. But in an age where big data drives business decisions, how often is analyst relations incorporated into the mix? More specifically, nurturing relationships with industry analysts?

I wish people understood that analyst relations can strengthen media coverage. An analyst who is well briefed on a tech vendor’s strategy can be a powerful independent force helping to improve the credibility of the coverage.”

Sarah Tourville, CEO and Founder of Media Frenzy Global

What is analyst relations?

An industry analyst, also known as a research analyst, constantly has their finger on the pulse of an industry. These analysts typically work for research firms or independent consulting firms, and spend their days delving deep into new research, attending conferences, speaking to various companies, and gathering all the intel they can find to produce a highly detailed snapshot of a specific industry.

From new product offerings and groundbreaking trends, to sales forecasts and analyses, these analysts have data to support predictions for future market opportunities within various industries. Think Gartner, Forrester, and IDC.

“Analysts are info junkies. They spend most of their lives, when they are not on the phone, online.”

– Richard Stiennon, Author of “Up and to the Right

Why should you incorporate analyst relations into your communications strategies?

Get recognized and stay competitive

Industry analysts are wells of information waiting to be tapped, but sometimes they can exclude certain companies in their studies for a number of reasons (size, annual revenue, length of time in the industry, etc.).

By continually encouraging positive relations with analysts in your industry, you’re not only making your name known to them, but are also opening the door to be included in future studies. This means more trusted recognition for your brand, which could lead to more positive media mentions. However, don’t expect to be included simply because you’ve begun to develop relationships with these analysts.

Set up meetings to firmly establish these relationships. Reciprocate value with these analysts by periodically sending updates on your products, sales figures, and general company information. That way you’re consistently top-of-mind.

Also, don’t wait to purchase analysis reports at the end of the year. Commission or buy them as soon as they’re released to get a better understanding of where your business stands in the marketplace, and how you stack up against your competitors.

Collaborate on content marketing efforts

Once you’ve established long-term relationships with analysts, it’s not beyond the realm of possibility to collaborate on content marketing efforts. Commission some research for an upcoming whitepaper or case study to strengthen your content and leverage the brand recognition associated with your analyst and their firm.

Remember, analysts will not show a bias. Just because you collaborate with them, doesn’t mean they’ll praise your product or say that it’s the best. And these reports don’t come cheap, so don’t expect favouritism for the price. Also, some firms might request that you not share the commissioned reports outside of your own information, but that’s okay! Leverage some of the insights to indirectly produce new content.

Also, make sure to leverage analyst relations in strengthening your PR pitches. Statistics and quotes from industry experts not only make your pitches more compelling, but they also add an extra level of credibility journalists can highlight in their coverage.

Find new partnership and sales opportunities

By maintaining and nurturing analyst relations, analysts will begin to know your company and products on a more in-depth level. This is beneficial to your business because customers are prone to ask industry analysts for referrals, as they are seen as unbiased industry experts with an extensive knowledge of various product offerings. And most consumers will trust an expert’s opinion. This has the potential to lead to many sales opportunities for your company.

Industry analysts may also be able to pinpoint other mutually beneficial partners that your company can benefit from — a partnership where neither product offering or service is cannibalized by the other. Some business partnerships are catalysts to drive sales, innovation, and technology.

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