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Increasing Share of Voice using Cision Communications Cloud
August 10, 2018

Increasing Share of Voice using Cision Communications Cloud

Joel Hoffmann | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Reseller

Software Version

TrendKite

Overall Satisfaction with Cision Communications Cloud

I have developed a product called MarkInTell which is service for companies to increase Share of Voice through Influencer Management. I operate as a small agency for smaller organizations that need to increase their voice among targeted industry consultants, writers, speakers and analysts. I treat these influencers as major accounts and track communication with them using CRM tools and a sales funnel.
  • The tool is very high quality and produces an impressive report
  • The data captured is right up to date and in real time
  • The support team is very responsive and delivers on schedule
  • The price of the service is rather high, I'd prefer an all-encompassing price model similar to how Adobe prices
  • The learning curve is a bit steep until one becomes more familiar with the terminology such as earned media and other PR expressions
Meltwater looks good at first if you know how to construct the query, but when I used it this was the weakest point. A bad query resulted in meaningless reports that were deceptive and did not disclose the real market impact I was having. Support was terrible, and access to the tool was limited by password access for only one person in the organization.
I think the agency model makes a lot of sense as most enterprises will not take the time to interpret the analytics and act on them. I find companies have PR and marketing teams that focus on events and delivery of messages, but not on the audience. Cision Communications Cloud (TrendKite)* will help them find a specific audience that matters.


*This review was written before Cision acquired TrendKite. TrendKite is now part of Cision Communications Cloud.

Transition from TrendKite to Cision Communications Cloud

I appreciate the account team approach, where a dedicated manager oversees the back end resources provided as part of the Cision (TrendKite)* service. Gabrielle and Richard respond quickly to my inquiry and do the boolean formula for me when constructing dashboards. This is much better than a DIY approach of Meltwater and others. I have used the other tools and watch them gather dust because of the challenge of formulating the right query.

Using Cision Communications Cloud

1 - Industry Marketing uses Cision Communications Cloud to identify, engage, influence and ultimately amplify the company/client message.
1 - Cision Communications Cloud shows us which messaging gets the best reader reactions on our key industry topics, positioning clients for maximum influence.
  • Cision will provide contact information and help us manage lists of influencers.
  • Cision will automate this, showing us the top contacts based on content, frequency, and reader reactions.
  • Analysts, reporters, industry consultants have a powerful voice in the automotive electronics industry.
  • Their opinions as written in traditional and digital media can affect customer decisions on sourcing and be determining who is leading in technology and execution.
  • \What they know is based on what information they are exposed to, often from marketing material and the research they conduct.
  • The key is getting them to amplify your message, not your competitors' message.
Will depend much on pricing and my client demand.