Analysis: navigation tools for a media driven world
Part 1: Here be dragons
Paul Hender, Head of Insight and Analysis
E-mail: [email protected]
Twitter: #GorkanaAnalysis
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
Media analysis industry has grown by 10% every year for the past five years
61% of PR agencies are expecting spend on analysis to grow over the next five years
The Cabinet Office has declared that analysis is to be a mandatory part of all government communications
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It’s difficult indeed dangerous to underestimate the huge changes this
revolution will bring to build and destroy not just companies but whole countries
Coverage landscape
IKEA withdraws meat products after traces of horse meat are detected
IKEA withdraws almond cakes in 23 countries after Chinese customs officials discover contamination with traces of coliform bacteria
IKEA Group reports an increase in sales and strong growth abroad for FY13
IKEA announces an increase in annual sales for the last financial year and growth in foreign markets
Favourability Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014
Favourable 27% 56% 58% 46% 68% 74% 76% 66% 72% 65% 64% 64%
Neutral 16% 20% 35% 41% 28% 24% 15% 32% 26% 20% 31% 33%
Unfavourable 57% 24% 7% 13% 4% 2% 9% 1% 2% 14% 5% 3%
Num
ber
of a
rtic
les
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Barclays Libor Coverage
Call For Barclays Boss To Go After £290m FineSky News @SkyNews
Followers: 367,000 Retweets: 7
If senior management knew what was going on they deserve all they're going to get
BBC Radio 4 Today @BBCr4today
Followers: 150,000 Retweets: 34
Give a man a gun and he can rob a bank, give a man #Barclays bank and he can rob the world.
HRH Prince Charles @CharlesHRH
Followers: 167,000 Retweets: 1,219
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Flooding dashboard
Key topics Top authors
Query trends
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Twitter insights and demographics
Query trends
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Grand Prix Platinum Award for the best overall entry, 2014
“User-friendly, informative and valuable early-warning system with a strong blend of insights and quantitative data.”
“Smart, innovative and transformational impact on client comms and stakeholder engagement (and policy!)”
“This programme is noteworthy as it is using data to identify trends and inform actions - a critical part of public relations and communication management that needs to be developed across the profession.”
Who is going to use the analysis:
Communications team
PR agency
Senior management
Other functions (marketing / BI / customer insight)
Content is king: garbage in / garbage out
Choose your channels: print, online, broadcast, social
Human vs automation: quality / cost / time
DIY vs Outsourcing
Write down what you want to achieve
Choose metrics that link to your communication objectives
Establish benchmarks
Measure against targets
Choose the appropriate reporting format for the appropriate stakeholders:
Offline monthly and quarterly reports
Campaign reports
Dashboards
Daily summaries
Data feeds
Evaluate the evaluation:
Regular review points (first report, quarterly)
Keep it flexible – react where appropriate
Keep it relevant
takeholders
ontent & coding
bjectives
eporting
valuate
Part 2: Measure what matters...