measuring the effectiveness of your media strategy

©2011 Dow Jones & Company

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv

Georg AckermannMediaLab Manager, APACDow Jones and [email protected]@derackermann

mailto:[email protected]?subject=Dow Jones event

http://www.twitter.com/larsv


mailto:[email protected]?subject=DowJones_Media_Analysis


http://www.twitter.com/derackermann



Critical Questions for Corporate Communications

• Can you track the drivers of your corporate reputation?

• How do you benchmark your competitors?

• Do you know what your weak PR spots are? Which sectors? Which markets? Media?

• Who is talking about you, your industry – and your topics?

• What kind of media do you need to track?


3

About Dow Jones: Meet the Family

http://www.fastsearch.com/


30,000+ global sources17M+ companies35M+ executives17M+ Websites and blogs

150+ researchers130,000+ indexes

Media/VC/Risk

2,000 journalists84 bureaus18,000+ daily news items

Other People’sContent

Dow JonesResearch

Dow JonesNews,

Commentary & Analysis

MainstreamMedia

Web/SocialMedia

4

Over 150 years of Indispensable Content

Relevant Information → Actionable Intelligence


The SituationPower Shift: Customers are getting more demanding!

[Brands] have to SURPRISE ME, not only meet my needs, but ANTICIPATE MY NEEDS. By using social media exclusively, I think the company has to

ANSWER whenever I have a question, ENLIGHTEN me whenever I complain,and THANK me whenever I compliment them.

Source: The Language of Love in Social Media - Firefly Millward Brown

http://www.fireflymb.com/Libraries/Social_Media_Study/2010_SocialMediaStudy_SummaryReport.sflb.ashx


Challenge within Organizations:Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


Challenge within Organizations:Who ‘owns’ Social Media? WHO CARES?!

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

• For your stakeholders it doesn‟t matter who drives

Social Media in your organization

• Each interaction affects your reputation

• Hope for the best, prepare for the worst

• MUST: Integrate Social Media in your reactive approach


The PR Perspective:

Social or not – it‟s Media Relations?!


Social Media Relations: Everything Changes!?

Everything Changes

• It‟s about two-way conversations

• You‟ve to deal with more channels

• We HAVE to listen and understand what‟s said about us!

• What about those negative comments and posts?

• The game get‟s so much faster

Nothing Changes

• You‟ve to managerelationships

• So it‟s wires, print, broadcast – and social media

• You already: monitor and analyze your media coverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time


How to measure PR success?

What do you

currently

measure ?


Why measure media coverage? Show Success!

Reason 1: Demonstrate value of PR (e.g. Outputs)

– What key initiatives did you drive? Results?

Reason 2: Plan & evaluate communications activities

across channels and markets (e.g. Outtakes)

– How do you connect to publications & journalists, campaigns; what’s your brand perception?

Reason 3: Strategic Communications (e.g. Outcomes)

– How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR adds your organization?

Reason 4: Discovering opportunities and threats

(Radar)

– What’s happening in the industry, with my clients; is there a crisis, are there issues…?


1212

Simple But Crucial: Be Clear About Your Media Strategy Goals

• Goals drive the type of measurements you are going to use

• What’s your ultimate objective:

1. Awareness

2. Image / Reputation

3. Sales

4. Cost savings

5. Something else?

Source: 25 Must Read Social Media Marketing Tips

http://www.toprankblog.com/2009/04/social-media-marketing-tips/


Understanding PR Measurement

1. Measurement is research – you need dedicated resources.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.


• Advertising Value Equivalencies (AVEs) are a

measure of potential COST SAVINGS, not

EARNED VALUE

• Public Relations is a broad discipline that

requires multiple metrics

• Measurement should be holistic – and budgeted

for

• Ultimately, the most valuable metrics are those

that can show a business result

Source: AMEC/ H&K

Why it‟s time to do away with AVEs and

replace them with Valid Metrics


• Advertising Value Equivalencies (AVEs) are a measure of potential COST SAVINGS, not EARNED VALUE

• Public Relations is a broad discipline that requires multiple metrics

• Measurement should be holistic – and budgeted for

• Ultimately, the most valuable metrics are those that can show a business result

Source: AMEC/ H&K






Time for some concrete

examples….


Example Logistics Industry: Customized KPI framework,

suiting specific requirements, capabilities and resources


Company Worldwide Americas Europe CIMA Asia PacificNorth East

Asia

Panasonic 13% 18% 17% 7% 11% 8%

Philips 7% 7% 10% 27% 2% 4%

Samsung 26% 17% 16% 40% 30% 39%

Sony 54% 58% 57% 27% 56% 49%

Example Electronics Industry: Looking at Product Lines, Brands,

Geographies


Outcome-based methods analyse…

• comparison to (benchmark)

• Previous performance (time)

• Expected outcomes (plan)

• Competitors (share of voice)

• credibility and targeted reach of the medium (target media) and/or journalist (key influencers)

• tone of the message (favourable, unfavourable, neutral)

• prominence or exclusivity (impact)

• appearance of key messages, spokespeople (thought leadership)

©2011 Dow Jones & Company 20

Nuclear Energy after the

Fukushima impactA Media Snapshot*

1 March – 15 April 2011 *English Media only

Case Study


Benchmarking & Tone – Nuclear / “Clean” PowerWith the Fukushima

accident, the nuclear energy

debate is back in the

mainstream media. Wind,

solar and hydropower were

clearly topping the agenda in

the main news outlets.

The coverage on the

accident peaked on 15/16

March, then declined rapidly

Renewable Energy became a more

prominent topic – but not to the

extent of the (negative) nuclear

coverage volumes


Understanding the Context

“Invisible death. Sterile

children. Cancer with no

appeal.” (The Independent)

The atomic disaster is

spreading fear worldwide.

Chernobyl has been a

synonym for this and was the

most associated topic.

No Suprise: The most affected companies

are the manufacturers of nuclear reactors,

where the number of negative stories has

passed the two third mark.


Understanding Your Media Landscape

23

Newswires most reliable

original source; Wall Street

Journal is the most cited

source, mainly due to the

intensive coverage of Dow

Jones Newswires.

Bloomberg Businessweek is

also relying greatly on its own

wire, while Malaysian

newspaper The Star has been

a top distributor of Reuters

News.

There is still a certain positive bias in the list

of media with the most favorable coverage in

countries where nuclear energy is still on the

political agenda.


Issue Management: Focus on food industry topics

24

Food safety issues are on

the rise in the coverage of

the Fukushima accident.

While the containment of the

nuclear meltdown has been

dominant immediately after

the earthquake and tsunami,

food safety concerns are

slowly appearing on the

agenda.


Monitor Analyse Discover

research &

promote

the buzz

issues, trends

& strategies for

impact

opportunities &

risks in time

to act

Engage

& pinpoint

better the

influential

Planning, Execution, Controlling

Communications Objectives & Strategy

Originally, measurement was post-mortem analysis.

For most environments it has become near-time!

Holistic Measurement = Holistic Management


26

MonitorSee the whole picture

Who‟s Listening?

Monitor and Track what‟s

relevant across media

channels / sources!

Example: Resources


27

Analyze

Who are they

talking about?

How good

is it?

Where do you get

most traction?

Meaningful Insights


28

Analyze

Which sources

cover your stories?How is the

„temperature‟

changing?

Meaningful Insights

What are journalists

saying about you?


29

Discover

iPhone

“This is not about searching Knowns,

this is about uncovering Unknowns and understanding

the context.”

Discover Opportunities / Threats


30

Engage

Journalist contacts and background information is linked to

news and analysis

Quickly access everything you need to work an angle &

make contact

What they’re writing about…

…and how to contact them

Engage Your Key Influencers


Outlook &

Summary


Future-Proofing Public RelationsWho do YOU want to be?

32

Critical Analytical Skills

No Analytical Skills

Strategic Business

OrientationVanity

Publishing

Gamblers Winners

Ostriches Bluffers


Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/

Communications at the request of senior

management. – Better start before management

asks for it

• Use the right approach with the correct content

– Show the whole picture through meaningful

KPIs

• Turn simple outputs into meaningful outcomes:

Connect the dots between clip counts –trends in

coverage and favourability

Winners know what success look like:Translating PR results into the language of business

http://solutions.dowjones.com/ebook/2008/talktome/





Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/

Communications at the request of senior

management. – Better start before management

asks for it

• Use the right approach with the correct content

– Show the whole picture through meaningful

KPIs

• Turn simple outputs into meaningful outcomes:

Connect the dots between clip counts –trends in

coverage and favourability

Winners know what success look like:Translating PR results into the language of business

“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.






Questions?

Lars Voedisch

Managing Media Consultant, APAC

Dow Jones and Company

[email protected]

@larsv

Thank you.





Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv










Georg AckermannMedia Lab Team LeaderSingapore, June 9, 2011

Introducing the Media Lab


Value Drivers...

Content Expertise & Services

TechnologyPartner

Total enterprise information solutions


Media Lab

Media Consultants, Media Analysts, Report Writers

“Follow the sun”

25+ languages

The Experts...


Premium Content

2,500 newspapers with same-day coverage

5,500 business and industry publications

Consumer magazines, Newswires

Social Media

17M+ Blogs, Boards

Twitter, Facebook and Youtube

TV & Radio

Transcripts

Content on

Demand

Influential Web

World’s most influential sites Editorially selected and classified

The Content…

30,000Classified publications


Services…


Tracking Campaigns


“Ambush” vs. Official

Sponsorship

Nike launches

Youtube campaign

Worldcup starts


Media Measurement is not (only) about Search

• Most free tools help you with your search efforts –maybe with monitoring

• What about analysis and measurement?


• Most free tools help you with your search efforts – maybe with monitoring

• What about analysis and measurement?



– Are all sources important?

– Relevance vs. dates

– Normalization (Coke vs. Coca Cola); want to include other brands (e.g. Sprite)?

– Are we getting the correct meaning of “coke”

– Numbers are only approximations (what about duplications?)



Sophisticated filterse.g. keywordsexclusionsabbreviationssynonymscontext


Factiva limits queries to 2048 characters

Insight allows up to 15,000 characters per concept


Discovering opportunities


Coverage

Time

Emerging

trend

Momentum

phase

“fuel cells”


Some recent initiatives…

Media Lab


General Elections 2011


General Elections 2011

This election, the opposition and their supporters’ ammunition has been social media and the political landscape of Singapore has been changed forever because of it” (Social Media NZ, May 8).

Announcement

Nomination day

Election day


A new media landscape


Online chatter on the rise…

“MM Lee need not ask Aljunied residents to REPENT” (AsiaOne Forum)


Most mentioned politicians…


The international perspective


Questions?

Thank you.Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv










Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv








measuring the effectiveness of your media strategy

Business

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measuring pr communications

potential cost savings

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meaningful insights analyze

correct content show

translating pr results