m-brain business intelligence seminar oct 7 2010 final
DESCRIPTION
Business intelligence seminar. A look at modern methods of scanning and interpreting all forms of media.TRANSCRIPT
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Evolve!
The future of Strategic Media Analysis
M-Brain Business Intelligence SeminarMark Linder7 October 2010, Helsinki
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This is a pivotal time for the strategic analyst of media
• Strategic analysis can move to a proactive role
• This role can put the analyst at the centre of strategy and decision-support
• New tools and more creative methods are available – and necessary
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Today...
• Context-setting
• The new monitoring paradigm
• Examples
• Discussion
What is the purpose of online research and analysis, anyway?
The capability at your fingertips is changing
Yesterday• Understand what tier I
and trade media is saying, reactively
Today• Understand what all
media is saying, proactively
• Analyze threats, sources, and rising topics
• Track what real people think, and who is influencing them
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Strategic media analysis is not only about what the media is saying...
It is not only about what real people think about your chosen topic, entity, brand...
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...It is also what people are saying about
what others think
about that topic
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The world has fundamentally changed
Two big changes – only two
Everything else is a variation
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There are no more majoritiesWe are in the age of the coalition
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Western society has gone from
deference to reference
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"The price we pay for the growth in egalitarianism offered by the Internet is the decentralized access to unedited stories. In this medium, contributions by intellectuals lose their power to create a focus.“
-- Juegen Habermas, quoted by Andrew Keen, “The Cult of the Amateur”
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We live in the age of instant
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“Never underestimate the importance of fast.”
-- Eric Schmidt*
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Journalists are adapting
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“For the journalist, the deadline – any deadline – is a luxury”
-- Andrew Lyons
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Wikipedia “copy/paste” journalism....
What’s out there... Grab it... Amend it...Push it out
Journalists are, in a way, re-tweeting....
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Implications for us
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Topic and theme analysis
What are the trending topics, and main themes being discussed?
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Topic and theme analysismust include Influence Mapping• Are sites cross-referencing each other?
• Which sites/voices are the most influential?
• What are they saying?
• How does this change over time?
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Social Media Analysis
• Which media should you be analysing?
• Should it be the most influential? The most authoritative?
• The 'Buzziest'?
• What media classifications are the most useful for your needs?
• Which analytics are meaningful to you?
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Story moves....
Main-stream
Blog
Social
Trade media
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Main-stream
Blog
Social
Trade media
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Main-stream
Blog
Social
Trade media
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Main-stream
Blog
Social
Trade media
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Main-stream
Blog
Social
Trade media
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Main-stream
Blog
Social
Trade media
What does this mean for us?
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1. Going broader, not just deeper
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“Tier I” media is a reflection, a magnifier – need more
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You have always gone deeper
-- “trade” press has always been where media gets its intelligence
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But now, you have to go broader...
The new “Tier I”
Yesterday• Tier I -- NY Times, BBC,
CNN, Guardian, etc• The supporting trade
media
Today• Tier I -- NY Times, BBC,
CNN, Guardian, etc• Supporting trade media• And, the big 5• And, the relevant blogs
Going broader -- the big five
• Twitter• YouTube• Linked-In• Flickr• Facebook
30M tweets/day
200K clips/day
50M users
4B photos
540M active users
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Topic and Theme AnalysisBP oil spill
Social media activity here was most stimulated by images of the spill… not by stories about the politics or environmental impact…
…celebrity engagement also stimulates social media reactions!
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Pictures, not words -- BP oil spill
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Tracking the opponents – BP oil spill
• 18,000 followers @BP_America
With sunny skies, lower temps, clean beaches, Fall is a great time to visit Gulf Shores & Orange Beach
• 190,000 followers @BPGlobalPR
Reports of 79% of the oil remaining in the Gulf are false according to the pie chart we made ourselves
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Tracking the semantics -- HomeSun
HomeSun is a solar generation company that funds the homeowner investment
Semantic analysis shows that the launch was treated as a renewable energy economy story, not a “solar” story
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Assessing strategic themesUganda Analysis – public issues
Assessed Strategic Importance
Restriction of political freedom
Corruption
Refugees and IDPs
Territorial Disputes
PovertyEconomic Instabilit
yOil
Inter-national
Aid
HIV/AIDs
High Infant Mortality
Rates
Short Life Expectancy Disease
TortureConflict
and violence
Kidnap
Ethnic and Religious Tensions
Unemployment
Housing
Lack of Education
Water Manage-
ment
Contracep-tion
Agriculture
Key:Size of circle = Assessed level of public interestColour of circle = Assessed strategic importance Overlap = Interrelated issues
HIGH LOW
The digital discovery toolbox
Media Blogs & Forums
Social Media
Websites Search
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2. Tracking the dynamics, not just the story
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For example, search is a dynamic
• Google has the best index
• Google makes available good tools
– Alerts– Trends, trends for websites– Insights for search
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Insights for search – N8 news
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Contrast with N8 web – different geography
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An example where the dynamic IS the story
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3. Influence mapping
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Influence MappingLondon Fields Shooting
In influential online media this turned out to be as much (or more) a political story as a policing story
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Influence MappingLondon Fields Shooting
Mayor of Hackney
Detective Sergeant
Chief Superintendent
Police are very much part of the story!
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Summary
• Journalism is a free-flowing copy/paste river, where words, video, pictures play an interrelated role
• Strategic analysis goes beyond words, and beyond Tier I
• Topic analysis requires a look at rising trends
• Must be married to dynamics to see what’s behind the story
• Your product is insight
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Discussion
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Credits
• Andrew Lyons (perspectives on journalism)• Darrell Berry (influence maps and topic analysis, BP,
Metropolitan Police)• James Thomlinson (digital discovery toolbox)• Nicholine Hayward (domestic violence example)• Olton (Uganda strategic themes)• Tim Bell (perspectives on change)
