Brand Monitoring to the C-Suite

Brand Monitoring:Delivering Actionable

Business Intelligence to the C-Suite

Henry P. Feintuch - President, Feintuch CommunicationsHunter Hoffmann - Head of US Communications, Hiscox

Tom Layer - Divisional Vice President of Customer Engagement, PR Newswire

Michele Putman - Director of Customer Engagement, PR Newswire

WEBINAR

Follow PR Newswire: Follow CNW:

@PRNEWSWIRE @CNWGROUP#BRANDMONITOR

#BRANDMONITOR

MEASUREMENT PANELISTS

Tom LayerDivisional Vice

President

PR Newswire

Michele Putman (moderator)Director of Customer Engagement PR Newswire

Hunter HoffmannHead of US

Communications

Hiscox

Henry Feintuch

President

Feintuch Communicati

ons

#BRANDMONITOR

AGENDA

1. How communicators currently share their communication results

2. How communicators should share their communication results

• Best practices

3. Case studies around best practices

4. Q & A

#BRANDMONITOR

CURRENT MEASUREMENT PRACTICES

#BRANDMONITOR

Current Practices

Share of Voice

129 Mentions

Audience 27Million+

AVE:$3,398,735

45 Million+ Impressions

Surveillance

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CURRENT MEASUREMENT PRACTICES

CONTENT

In communications, content is king…

In monitoring & measurement, context is king!

X

#BRANDMONITOR

CURRENT MEASUREMENT PRACTICES

s…

#BRANDMONITOR

COMPETITIVE SHARE OF VOICEAutomated w/o context

Hotel C28%

Hotel B20%Hotel A

16%

Hotel D36%Doesn’t take into consideration irrelevant

clips that may be included in the content gathered to pull these percentages

#BRANDMONITOR

Hotel C28%

Hotel B20%

Hotel A16%

Hotel D36%

Video of criminal activity at a particular hotel went viral

‘Free WiFi for Business Travelers’

key message highlighted

Growth plans being poorly received by the surrounding community

Employee strike that had an impact on an annual convention

COMPETITIVE SHARE OF VOICEReflected with context

#BRANDMONITOR

INTERNAL SHARE OF VOICEBy business division

Amenities28%

Restau-rant20%

Rewards Program16%

Price of Rooms

36%

#BRANDMONITOR

TONALITYAutomated w/o context

Negative Positive

27%

73%

#BRANDMONITOR

Negative Positive

27%

73%

TONALITYReflected with context

Car accident outside the hotel – unrelated to the hotel outside of

the geographic reference

Restaurant refurbishing across properties

#BRANDMONITOR

TRENDING TOPICS

0

10

20

30

40

50

60

70

80

42

2015 15 18

29

28

49

29

3

4

NegativePositive

Price Amenities Food/BevCriminalActivity

RewardsProgram

HotelEvents

#BRANDMONITOR

0

200

400

600

800

1000

Targeted Media

Hotel A

Hotel B

Hotel C

Hotel D

00.20.40.60.81

1.21.41.6

All Media

Hotel A

Hotel B

Hotel C

Hotel D

VOLUME

#BRANDMONITOR

IMPACT SCORE

+ +FEATURE

vs

Reviewvs

Mention

+ +

#BRANDMONITOR

Coverage Scorecard

Potential Audience:

30,484,000

3% Print articles

Potential Audience:

10,038,000

73% online sites

Potential Audience: 9,656,000

24% blogs

51Perfect Impact Scores!“When I’m traveling on business, I require the

following in a hotel: a comfortable bed, reliable

Wi-Fi, a good location and room to work.

The Hotel A fit those requirements and

beyond.”  ~New York Times

0

100

200

300

400

500

Hotel A

Hotel B

Hotel C

Hotel D

Total Potential Audience: 90,635,303

Top Hits for the month: 71

#BRANDMONITOR

BUSINESS RESULTS

Coverage Over Time & Stock Performance*

• Stock value followed a similar curve as media coverage.

• Stock value reached the highest peak two days after the premiere event.

• The greatest amount of clips were garnered on May 19, when the campaign event debuted.

#BRANDMONITOR

HOW WILL THIS BENEFIT ME AS A COMMUNICATOR?

Increases the accuracy of media coverage

Gives context to your numbers

Builds your personal brand

Provides leverage for your strategy/tactics

Impacts the bottom line

#BRANDMONITOR

CASESTUDIES

presented by

#BRANDMONITOR

Using branded entertainment and social media to increase brand

awareness

• Hiscox-branded web series about five friends who get laid off and start their own businesses

• 20 episodes over two seasons

• Over 10 million views

#BRANDMONITOR

Hiscox Objectives

• Increase awareness of the Hiscox brand in the US

• Drive traffic and increase SEO rankings

• Establish Hiscox USA as a trusted voice

#BRANDMONITOR

Why did this make sense?

• 61% of small business owners actively use social media to identify new customers– 75% of small businesses have a Facebook page– 57% use LinkedIn to build their network

• Americans watch approx. 100m online videos per week

• 72% of US web users watching clips online

#BRANDMONITOR

Using influencers to gain credibilityGuy Kawasaki Former Chief Evangelist for Apple, best selling author of Enchantment and social media superstar.

1,420,000 Twitter followers

Gary VaynerchukSocial media innovator, creator of Wine Library TV and best selling author of Crush It and The Thank You Economy.

1,000,700 Twitter followers

Adam OstrowEditor in Chief of Mashable – one of the largest social media, tech and business blogs in the US.

39,000 Twitter followersMashable has over 4.3M

6

#BRANDMONITOR

Using Social Media To Build Awareness

• Influencers spread the word via social media

• Got the media and the tech industry to help out

• Built superfans for both the show and Hiscox

Tech writer ,Bloomberg/BizWeek

1.2M followers

#BRANDMONITOR

40M Social Media Impressions

68% of Leap Year’s social media followers in Hiscox’s target audience of entrepreneurs, small business owners, founders, etc.

#BRANDMONITOR

Reaching audiences worldwide

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Editorial Highlights: 425M Impressions

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Entertainment Awards

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Corporate re-brand and promotional campaign to drive awareness and

revenue

• Sentry Centers, NYC’s largest day conference center provider was re-launching as Convene

• Build awareness amongst meeting planners, the C-suite and reach a new audience of investors

• Hard ROI to measure revenue growth

#BRANDMONITOR

• Successful corporate name change and awareness

• Differentiation from competitors in the space

• Increase sales to justify a funding round and expansion

Understanding Business Objectives

#BRANDMONITOR

Tools and Tactics

#BRANDMONITOR

Media Analysis

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Media Pickup

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Target Investor Relations

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Campaign Objectives Achieved

Revenues increased 21 % 85% increase

web traffic

5 Industry Awards

#BRANDMONITOR

#BRANDMONITOR

Listen but then validate

Review the competitive environment

Be present and prepared to pivot

Quantity & quality

Assess key message effectiveness

HELPFUL TIPS

FOR MORE INFORMATION: US: (888) 776-0942

CANADA: (877) 269-7890