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We make sense out of media
Fisheye AnalyticsTrainingMarch 2011
We know what is important.
We know who is important.
Worldwide.
About Fisheye Analytics
A media monitoring and analytics service that aggregates media data in order to deliver reliable media monitoring services and research-quality media-related insights.
We connect traditional and social media.
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Fisheye Tools / Agenda● Media Lens - Basic
─ Daily reading
─ Fast overlook and reporting
● Daily Email
● Account Manager Tool
─ Set up Clients
─ Set up Keywords
● Media Lens – Advanced
─ Filtering
─ Sorting
● Media Graph (in development)
─ Mini Reports
─ Manual Reports
● PR Sensor
─ easy way to check performance in niche markets
We make sense out of media
Media LensThe fastest wayMarch 2011
We know what is important.
We know who is important.
Worldwide.
The Fisheye Media Lens
Print clippings come via email, your twitter account is analyzed via a
web service. You follow several accounts on Facebook and a
colleague reads 77 Google alerts daily. We integrate all media into one single interface: The Fisheye Media Lens.
● Easy – All articles: news, blogs, Twitter, Facebook, videos –directly accessible
● Fast – Quickly read your media coverage by instantly filtering through it by topic, country, date and influence. Every article pre-analyzed for metrics, such as reach and sentiment
● Smart – Monitor the cross-over from traditional to social media to see which messages are the most ‘viral’
Basic FunctionsMaking reading a habit
Why to use it? 1. Your keyword is complex and gives you spam? 2. You want to have one tool, where you can see all mentions
together?3. Your client has a question like “how strong was the xxx
event?”
Trainings Part● Choosing and applying keywords● Applying a date range● Filtering & Sorting● Downloading Articles OR Analytics
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The Fisheye Media LensOverview
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Your keyword
Date range
Analytics consoleArticles list
Current filters
Read Easy
Read Easy
Choosing and applying keywords
● Before reading / analyzing: you need to select the keyword you want to work with.
● One can COMBINE keywords so that any search and analytics is done in BOTH keywords together (key1 AND key2)
● One can make keywords a DEFAULT, every time you log in you will start with this keyword
Applying a date range
● To change the date range, simply click on the calendar icons and adjust accordingly, then click APPLY.
● For daily reading the date range should be changed to reflect
From: yesterday’s date To: today’s date OR since the last log in
Basic sorting and filtering options● Reading is made more convenient because you may instantly sort
and filter your data by clicking on any of the pre-set sorting options at the top of the page or by clicking on the options on the right hand side. You can apply multiple options at the same time.
● Sorting options include
─ Social impact
─ Influence
─ Date
─ Media type
● Filter options via Analytics page
─ Sentiment
─ Language
─ Country (note: not all articles are country tagged)
● Search WITHIN a Keyword
Simple filtering for any word
● You may pull out articles that contain any word by using the Searchfield on the top left hand side.
● Syntax to use:
─ For a single search term, simply type in Xperia
─ To search for a phrase, type in “Xperia Play”
─ For two search terms, type in “Xperia Play” OR “Xperia Arc”
Sorting by Influence or Social Impact
● To see the ‘most important’ articles on the top of the list you can choose to sort by:
─ Influence: how credible a source is based on traffic figures
─ Social Impact: how ‘viral’ an article is based on its digital footprint on social sharing channels
● Simply click on any of the sorting options and the list will be re-arranged with the most important articles on top.
● If you need to clear filters, just click on Clear filters (see red arrow)
We make sense out of media
Email AlertsAdopting to the clientsMarch 2011
We know what is important.
We know who is important.
Worldwide.
Email Alerts
● One can get several Email alerts a day.
● Two different alerts are available:
─ one Email on SEVERAL keywords (only top 5 hits)
─ one Email with first 100 hits on ONE keyword
● Emails get set up by mailing to [email protected]
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Note:An Email Alert is OLD 1h after it was send. Most up to date is still the Media Lens
We make sense out of media
How to StartSetting up ClientsMarch 2011
We know what is important.
We know who is important.
Worldwide.
Set Up a Client account
● As a first step one needs to register a client. Once a client is registered, Brands2Life will have 4 weeks to convert this client into a lead before we start charging
Find the Perma Link
● Every user has a so called “Perma Link”. He can access the system WITHOUT any log in.
Control the Usage
● Is your client using the Perma Link? Is he working with it?
Setting up Keywords
● Step 1: go to the Perma Link
● All these words
─ Any articles containing all three words Sony, Ericsson and K750 will be picked up by our system for analysis, even if these are words not found together in a phrase. Each word is taken as one individual word.
● This Exact wording or phrase
─ Only articles which contain the exact phrase ‘Sony Ericson k750’ will be picked up by our system for analysis.
● One or more of these words
─ Any articles containing any one of the words Sony, Ericsson or K750 will be picked up by our system for analysis.
Other Functions
● Any of these unwanted words – Articles containing any of the words here will be automatically left out for analysis. This function comes in particularly useful when you are tracking an acronym. For example, if you were tracking WWF for the World Wildlife Fund and you do not want to get any irrelevant articles on wrestling, you would want to type in this column World Wrestling federation.
● Baseword is how the sentiment of the article will be judged. That is, sentiment will be determined in relation to this base word as opposed to the sentiment of the article in general. If the keyword you are analyzing is the phrase Sony Ericson K750, you would type in this field: Sony Ericson K750
We make sense out of media
Media Lens AdvancedNext LevelMarch 2011
We know what is important.
We know who is important.
Worldwide.
Advanced searches
● Advanced searches are applied when you need highly specific or multi-layered filters.
● Click on the Advanced Search option on the top right. A pop-up window will open.
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Advanced searches continued
● Remember to choose the keyword that you would like to search within first. In the example shown, it is Sony Ericsson.
● Unless you are doing recurring research for a particular date range, always select the Anytime option.
● Use any of the filtering options below to include the filters you want, such as by country and by media list. Media lists will be dealt with later in the training deck.
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Advanced searches: filtering by words
● Unless you are comfortable with boolean logic, click on the Need help with Boolean? option. Use the fields to get the exact articles you want. In the example given, I want to only see articles that feature the Sony Ericsson K750 but do not feature Nokia.
● In with all of the words, I will type in ‘Ericsson’ and ‘K750’. In without the words, I type in Nokia. This way, only articles that contain ‘Ericsson’ AND ‘K750’ will be pulled up. Those that contain ‘Nokia’ will be filtered out. Note you should not use a comma or any other punctuation.
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Advanced searches: filtering by phrases
● If I want only articles that have the full phrase ‘Sony Ericsson K750’ but, as before, I want to exclude articles that also mention Nokia, then I will use the with the exact phrase field.
● In with the exact phrase, I will type in ‘Sony Ericsson K750’. In without the words, I type in Nokia. This way, only articles that contain ‘Sony Ericsson K750’ will be pulled up. Those that contain ‘Nokia’ will be filtered out.
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Advanced searches: filtering by any word
● If I want only articles that mention at least one of Sony Ericsson’s mobile phone models, I use the with one of more of the words field.
● In with one of more of the words , I will type in all of the different models’ names. This way, articles that contain either ‘Xperia’ OR ‘K750’ OR ‘Zylo’ OR ‘Vivaz’ will be pulled out. Note, you should not use a comma or any other punctuation.
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Saving your search
● When you are done setting up your advanced searches, you can choose to either click on Search (for instant one-time searches) or you can Save as keyword (for recurring searches of the same type).
● I want to create a new keyword which will help me read articles only from Australia everyday. Here I will search within ‘Sony Ericsson APAC’ check ‘Anytime’ and pick country ‘Australia’. Finally, I will click Save as keyword
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Saving your search
● The Media Lens will prompt me to name my new search and save it in an existing folder or a new folder. Thereafter, it will be in the list of keywords on the top left corner and I will be able to select it anytime.
● Here, I’ve chosen to save my keyword as “SE Australia” and create a new folder called “Australia”. To complete the save, I simply press the Create Keyword button.
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Creating media listsReading the titles that you want to read
● Create new media lists in your account so that you can zoom in to read the most important titles you need to keep abreast of every morning. Once the media list is created, you can then filter by this media list at any time.
● To begin, go to the Media Lists option
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Creating media listsReading the titles that you want to read
● A pop up box will appear. Select Create new media list. You may also select an existing list and update it.● Type in the name of the publication that you want included in your analysis, then click on Add Source.
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Using media listsApplying media lists to a keyword
● To apply a media list, go to Advanced Search and scroll down to select the from selected sources Any Media List option. A drop-down lost of the media lists you have created will appear.
● Then select the media list you created, click anywhere outside of the drop-down list to close it, then click Search
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Managing media listsAdding in titles or deleting titles
● If you discover that an article is missing, it is likely that it is from an UK title that classifies itself as ‘International’. If you know the source, you will want to update the media list.
● Select the relevant media list and type in the name of the publication that you want included in your analysis, then click on Add Source.
● Your keyword will automatically be updated.
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We make sense out of media
Media GraphIn developmentMarch 2011
We know what is important.
We know who is important.
Worldwide.
VisualizeShow me the graph
Why to use it? 1. To put different timelines next to each other2. To compare keywords graphical3. To see a trend over time
Trainings Part● Manual – Download and Excel● Pay As Service – Order a Report (standard)● Pay As Service – Order a Report (full)
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Exporting data● The Media Lens enables you to export your data in excel in order to analyze it further independently.● Once you have put the desired filters on your media data set, click on Export. You may choose to export articles or analytics. The results will be restricted to the filtered articles that you see in the Media Lens. Then simply click Download.
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Manual Report
● Most of the reporting can be done via xls and powerpoint. Fisheye offers a support on this reporting.
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Pdf Report
● There are two level of reports. Standardized pdf reports and manual reports.
Vision to Come
● We are working on a revamp of the OLD graphical interface.
OLD New
We make sense out of media
Back UpTrainingMarch 2011
We know what is important.
We know who is important.
Worldwide.
Metrics - ExplanationOur metrics
Why do we need metrics?To make "sense out of media“, just aggregating information won’t do. We need to categorize and analyze it too. To do this, we offer metrics* for three different levels.
*Refer to the end of the appendix for the full list of metrics
Clicks from Sharing Sites· Comments Facebook "Likes” · Re-Tweets · Diggs · Similarity
Editorial Marketing Value · Net Promoter Score · Social Media Impact · Reach
Sentiment · Influence ·Language · Country . Author · Source . Media type
Business Metrics
Social Media Analytics
Meta Data
Article Aggregation
Social Media responses are an indication of how important an article is. How many people have reacted to your article? We capture all reactions across all social sharing channels.
SMI - Social Media Impact
N
Facebook likes and comments
All comments on the news article
All comments on the blog article
All Tweets that of the article
All clicks on the article’s bit.ly link
Aggregation of social shares
WSJ
Le
Monde
In this example “The Times” article has the highest Social Media Impact
All shares on Google Buzz
All recommendations on Reddit
Credibility / InfluenceCredibility is computed at the source-level. The more read a source is, the more influential it is.
Media type
Usage indicators
Online News
• unique visitor numbers• click rates
Blogs • number of inbound links• frequency of post updates• number of comments• single- or multi-author blog
Twitter • follower-friend ratio• rate of responses (retweets and replies)
Lutz’s blog
High influence
Low influence
Sources are assigned credibility ratings according to internet usage indicators.
Jack’sTweet
Midinfluence
Assign positive, neutral or negative sentiment reading
SentimentAutomated sentiment reading is a two-stage process and is always done in relation to a keyword.
Identify nature of keyword
Compare associated expressions against pre-
analyzed texts in the same genre
Sentiment is an index which helps to categorize large data sets. Automated sentiment reading has different levels of correctness depending on the language used and the specific context of an article. Fisheye Analytics offers a statistical reading for correctness of the reported automated sentiment. Manual reading on the part of the client is recommended where understanding nuanced opinions is important. Automated sentiment can be customized for specific corpora, for example, politics, and for language types, on a project basis.
Today’s iPad 2 event did not disappoint. While there were no real surprises for people following the iPad 2 rumor mill, it looks like a great upgrade over the original iPad. In fact, some say the iPad 2 is an awesome device.
Reading: Positive
Editorial Marketing Value & Reach
● Reach
How many people could have read your coverage?
Media Components of Reach
NewsUnique
visitors to site
Probabilityof reading the article
Total number of articles
BlogsUnique
visitors to blog
Number of references
& comments
Total number of posts
TwitterFriend-
Follower ratio
Twitterresponses,
like Retweets, Replies,
link-sharing
Total number of mentions
in Twitter
Media Components of Editorial Marketing Value
News & Blogs
Number of uniquevisitors
Total positive
and neutral mentions
Cost of advertising (unit value can be set by client)
TwitterFriend-Follower ratio
Twitterresponses,
like Retweets, Replies,
link-sharing
Value of a Tweet (can be set by
client)
● Editorial Marketing Value
How much would I have had to pay to be featured in this article?
We ensure EMV is comparable across all countries and fully customizable.
Similarity
Similarity is a measure of how much your article – usually a press release – was ‘plagiarised’ in mainstream news and blogs. It’s a measure of how many duplicate stories are out there, as well as how well-written your press release was.
No Name
No Name
Press Release
For each press release, we tell you•How many articles ‘copied’ it•who wrote them•how much they are worth•how many people they reached•the social media impact of each article
22 Metrics in Total● SentimentAutomated analysis based on anaphora &based on a keyword in the text● InfluenceIs the source known, highly read andthus important?● ReachHow many people will see a given article?● Editorial Marketing ValueWhat is the equivalent monetary value ofa mention?● Hype IndexHow ‘excited’ are people are indicated byTwitter activity?● Involvement IndexHow ‘involved’ are people as indicated byblog activity?● Social media impact of an articleClicks from social sharing sitesComments on articlesLikes on Facebook
Comments on FacebookShares on FacebookTweets/Re-tweetsDiggs of an articleReddit ratings of an articleShares on Google Buzz● SimilarityHow similar an article is to another in terms oftextual content●ConceptsWhat are the main themes of your brand’scoverage?● Geography● Language● Media type● Author● Source publication or social media publisher
