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PRSA 2010 International Conference

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Predicting the Next News Trends: The Advent of Intelligent Media Analysis

Text of PRSA 2010 International Conference

  • 1. Predicting the Next News Trends:The Advent of Intelligent Media Analysis Angela Jeffrey, APR Vice President Integrated Media, VMS Member, IPR Commission on PR Measurement & Evaluation

2. The Power of AND

  • We are in a world where it is not PR or advertising, not qualitative or quantitative, not traditional media or new media, but PR AND advertising, qualitative AND quantitative, traditional media AND new media.
  • Tom Collinger, Associate Dean of MedillsIntegrated Marketing CommunicationsProgram
  • AND is the future.
  • AND PR must lead the way.

3. Where Were Heading

  • Discovering what you DO Know
      • Decisions to Make
      • News, Advertising, Social Media, Aggregated
  • Discovering what you Dont Know
      • New Technologies
  • Making Sense of it
      • Net Positive & SHARE
        • Measuring Competitive News
        • Measuring Competitive Advertising
        • Measuring Competitive Social Media
      • An Integrated View

4. PART ONE: Discovering What You DO Know 5. Objectives & Definitions

  • It all starts with knowing what you need to measure!
    • See: Using Public Relations Research to Drive Business Results by Paine, Draper and Jeffrey.
  • Must also have a clear understanding of:
    • Outputs what you put out there; the results of tactical efforts, such as clip counts, audience impressions, speeches given, etc.
    • Outtakes whether or not anyone heard your message, understood it, changed their opinion and is considering a behavioral change.
    • Outcomes bottom-line behavioral change, such as sales, stock price, employee retention, votes, etc.

6. Five-Step Monitoring & Measurement Process

  • Define audiences of importance to reach those goals, and prioritize.
  • Define organizational goals.
  • Set PR objectives against prioritized audiences that are specific and measurable.
  • Determine how you will monitor and measure each, with what tools, and benchmark.
    • Determine who/what to measure against (self or competitors)
    • Choose Output, Outtake and Outcome tools
    • Determine how you will link them!
  • Measure continuously, and adjust programs accordingly.

7. Proof of PerformanceORBusiness Intelligence?

  • Proof of Performance - Compare against self:
    • Over time or against objectives
    • Good CYA measure; good for evaluating tactics
    • But business results may not follow
  • Business Intelligence - Compare against competitors:
    • Correlate to business results (survey scores, leads, sales)
    • Not always what you hope to see!
    • Actionable, true business intelligence worthy of C-Suite

8. Monitoring Choices

  • Comprehensive must get every clip
    • Traditional clipping services plus online to supplement
    • Use for proof-of-performance
    • Most expensive option
  • Sampling dont need every clip
    • Limit search to key media only, or use combination of comprehensive and sampling
    • Online aggregators are cheapest,but they miss a lot
    • Less expensive, so works better for large clip volumes needed in competitive analysis; national versus vertical
    • Statistically, can apply multiplier to sample
  • Best Bet: Combination of Both

9. Tools & Services

  • Do-it-Yourself or Full-Service?
    • Google Searches and Excel Spreadsheets
    • Extensive time commitment, but less out-of-pocket
  • Tools for Monitoring and/or Analysis
    • News : VMS, Vocus, CisionPoint, BurrellesLuce, Dow Jones Insight, CARMA, Echo
    • Social Media : Google and Google Alerts, BlogPulse, BuzzMetrics, Attensity360, Radian6, Visible Technologies.
    • Advertising : Competitrack, Nielsen Monitor-Plus, Kantar Media, VMS AdSight
    • Integrated : DIY Excel, VMS InSight 3 or Vantage
  • Pricing
    • Prices range dependent on comprehensiveness and complexity

10. PART TWO: Discovering What You Dont Know 11. Discovering New Issues

  • Historically: Market research surveys needed
  • New Technologies:
    • Web-basedfocus groups and surveys
    • DIY Facebooklikes, Twitter searches and retweets; bookmarks; votes; customer service feedback; internal surveys.Challenge: must aggregate the data yourself
    • Human-powered search services work by sending a text message and getting a response from a human guides.

12. New Automated Technologies

  • New technologies(i.e. Autonomy) that enable you to bring in a fire-hose of data and instantaneously:
    • Cluster into visual representations
    • Identify issues and interrelationships
    • Conceptual Search to find more of the same types of ideas.
  • Predicting news tomorrow !
    • What new trends am I seeing? Insights?
    • What can/should I do done differently?
    • Add terms into existing monitoring, and the cycle repeats.

13. Instant Discovery News & Social 14. Instant Discovery Advertising 15. Clustering Concepts & Connections 16. Clustering by Sentiment 17. Clustering Over Time 18. Conceptual More Like This 19. Proactive Discovery Might Have 20. Prevented this with Some Speaker Training 21. PART THREE: Making Sense of it! 22. Importance of Competitive Analysis

  • Hundreds of studies have shown:
    • Measuring your own media footprint in isolation doesnt always reveal correlations to outcomes Measuring competitively almost always does!
  • Share of Discussion, Voice or Social Media -is thequantity and qualityof your footprint compared to that of your competitors.
  • QuantityandQualitymatter for all media types!
  • At a minimum,NET POSITIVE!
    • Exploring the Link between SHARE of Media Coverage and Business Outcomes, www.instituteforpr.org .

23. Correlation to Customer Preference Survey (thin blue line) is low without competitive analysis, but soars to .97 through Share of Discussion. 24. Measuring CompetitiveNEWS (Unpaid Media) 25. Qualitative Scoring of Clips

  • Tone does the story leave you more positively inclined toward the company?
  • Messages Communicated how well are your companys key messages coming through versus those of your competitors? (Broad-bucket these for comparison);
  • Prominence How high-up in the article is you company mentioned? Headline? Illustration? First 20%? Bottom 80%?
  • Dominance How often is your brand mentioned? Is it exclusive, dominant, average or minor?

Terms from KDPainesMeasuring Public Relationships 26. Qualitative Scoring of Clips

  • Audience Reached define Tier 1 and Tier 2 media lists in advance, according to likely reach; what % of coverage was in those media sources?
  • Sources Mentioned company spokespeople? Industry analysts? Customers? User groups? Who is quoted and what do they say?
  • Article Type Feature? Industry overview? Product review? Blurb?
  • Call to Action How many articles include a specific URL, 800# or other call-to-action?

Terms from KDPainesMeasuring Public Relationships 27. Case Study - Are Qualitatives Enough? IPR Jack Felton Golden Ruler Award Porter Novelli/VMS correlations with no key message r = .51.With key messages r = .97.BUT only TWO of the six messages were moving the needle! 28. Quantitative Scoring of Clips

  • To measureQuantity , which score is best?
    • Clip Counts
    • Audience Impressions
    • Media Costs
      • Major studies: Media Costs improve correlations up to 70% over Clip Counts and 32% over Impressions
        • Captures reputation, size and prominence.

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