breaking down the mountain of online chatter
TRANSCRIPT
Breaking down the mountain of online chatterOlivier Girard Digimind APAC Customer Success Director @OliverGirard /
@digimindci
In the next 25 minutes… •Who are we?•What is the reputation of a brand?•Measuring the performance of your PR content –What people say on mainstream media–What Google says–What the brands say–What people say on social media
•Q/A
NEW YORKPARIS
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users18 years
in business
DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY
What is the reputation of a brand?
The story of Mathieu who needed a new bike
What are the best bikes brands on Google ?
Hi friends, do you know this
brand?
Are people happy about this brand
online?
Can you advise me M. Salesman?
Can I pay later?
Delivery fails2 weeks to ship
new one
Bike is damaged.1 month maintenance to order a new pedal
No answer from
brand’s account on
What’s the digital
reputation now ?
Customer’s Journey
The 3 dimensions of the reputation today
Earned media ListeningMainstream mediaSocial Media
Owned Media Analytics
Search Engine
Measuring the performance of your PR content on mainstream media?
1) Share of Voice: Yes but which one?-Brand articles SOV
Measuring the performance of PR: Key metrics I
1) Share of Voice: Yes but which one?-Brand articles SOV-Product articles SOV (w/wo Comp)
Measuring the performance of PR: Key metrics I
1) Share of Voice: Yes but which one?-Brand articles SOV-Product articles SOV (w/wo Comp)-Spokespeople articles SOV
Measuring the performance of PR: Key metrics I
1) Share of Voice: Yes but which one?-Brand articles SOV-Product articles SOV (w/wo Comp)-Spokespeople articles SOVAggregated SOV: Brand+Products+PeopleUse the same method for yourself and for the competitorsInclude the trends/variations for better understanding Try to replicate the business hierarchy if applicable (ex: product, product family, brand)
Measuring the performance of PR: Key metrics I
2) Market coverage:-By country/region
Measuring the performance of PR: Key metrics II
2) Market coverage:-By country/region-By newspaper
Measuring the performance of PR: Key metrics II
2) Market coverage:-By country/region-By newspaper-By language
Measuring the performance of PR: Key metrics II
2) Market coverage:-By country/region-By newspaper-By language-By customised groups of Newspapers (tier 1, tier 2, International/national/local/specialised Newspapers …)
Measuring the performance of PR: Key metrics II
2) Market coverage:-By country/region-By newspaper-By language-By customised groups of Newspapers (tier 1, tier 2, International/national/local/specialised Newspapers …)Formalise the scope of your PR activity (list of publications, countries, languages)Include the local offices for the translationsTake into account the local competitors
Measuring the performance of PR: Key metrics II
3) Share of Voice…. Again? -Brand impression SOV
Measuring the performance of PR: Key metrics III
3) Share of Voice…. Again? -Brand impression SOV-Product impression SOV-Spokespeople impression SOVAggregated SOV: Brand+Products+People
Measuring the performance of PR: Key metrics III
3) Share of Voice…. Again? -Brand impression SOV-Product impression SOV-Spokespeople impression SOVAggregated SOV: Brand+Products+PeopleWarning on the Advertising Value Equivalent:
-International/national/local/niche Newspapers (reliability/credibility of the media)-Dedicated article? Just a mention? In the headline?-Negative coverage
Measuring the performance of PR: Key metrics III
4) Qualify the articles manually or automatically-Number of articles with brand name in the headline
Measuring the performance of PR: Key metrics IV
4) Qualify the articles manually or automatically-Number of articles with brand name in the headline-Dedicated articles versus mentioned alongside with competitors
Measuring the performance of PR: Key metrics IV
4) Qualify the articles manually or automatically-Number of articles with brand name in the headline-Dedicated articles versus mentioned alongside with competitors-Adapt the sentiment & the impression
Measuring the performance of PR: Key metrics IV
4) Qualify the article manually or automatically-Number of articles with brand name in the headline-Dedicated articles versus mentioned alongside with competitors-Adapt the sentiment & the impressionAutomatic detection of the headlineCustomise the impressionAdapt the sentiment analysis to local context/slangPossible to edit the articles to prepare them for internal communication
Measuring the performance of PR: Key metrics IV
5) Research topics-What is my share of voice among all the discussions about autonomous driving?
Measuring the performance of PR: Key metrics V
Measuring the performance of your PR content on Google?
Search Engines Vs Social Networks, by age
Visitors, bounce rate, conversion rate… Google analytics, Adobe marketing cloud…
Suggestion terms in the Google search
Organic Google search results: What websites? How are they trending?
Measuring the performance of PR: What Google says
Visitors, bounce rate, conversion rate…? Google analytics, Adobe marketing cloud…
Is it impacting the suggestion terms in the Google search?Top Search
What articles are visible in the Google search results: How are they trending?Top Results
Google users are influenced even before entering their search
Is the mainstream media helping to bury the negative Google suggestion terms?
Google users are influenced even before entering their search
Is the mainstream media helping to bury the negative pages?
Measuring the performance of your PR content on your owned Media Channels?
Has PR publications an impact on the size of your community?External Referral traffic given by Facebook Analytics to correlate with the evolution of your community
Measuring the performance of PR: your own social channels
Measuring the performance of your PR content on Social media?
Has my PR publication an impact on Social media?Direct metrics available on the Newspaper
Measuring the performance of PR on social media
Has my PR publication an impact on Social media?Search for the headline and apply the “5Ws”: WHERE
Measuring the performance of PR on social media
Has my PR publication an impact on Social media?Search for the headline and apply the “5Ws”: WHEN
Measuring the performance of PR on social media
Has my PR publication an impact on Social media?Search for the headline and apply the “5Ws”: HOW
Measuring the performance of PR on social media
Has my PR publication an impact on Social media?Search for the headline and apply the “5Ws”: WHAT
Measuring the performance of PR on social media
Has my PR publication an impact on Social media?Search for the headline and apply the “5Ws”: WHO
Measuring the performance of PR on social media
Conclusion
Performance of PR on Mainstream media-Same scope for yourself and for your competitors-Indicate what’s included in the SOV and look at the trends-Global projects will need local support (local competitors, translations)-Prefer the impression over AVE-Adapt the impression and qualify the data (manually/automatically)-Don’t hesitate to open the subject to research topics
Performance of PR on Google-Suggestion terms and google results
Performance of PR on your own channels-Evolution of your community & engagement
Performance of PR on Social Media-5Ws to analyse the propagation of a publication: What, When, Where, Who, How
Main Takeaways
- PR, CI, MI & SMM activities are merging- Digital Analyst Hubs /DCC to aggregate multiple feeds (external&internal)- Machine learning / more artificial Intelligence
Where is it going?
