The document discusses EMC's shift from disorganized PR monitoring to standardized reporting using the PROP tool. It summarizes key changes, including a focus on impact over just volume, standardized reports, clear metrics and targets. Executives now see comparative data like coverage growth rates over time. The PROP tool provides automated impact scoring and agencies enter tiered publication lists. Targets are set and results tracked to motivate agencies and react before missing goals.

1. © Copyright 2010 EMC Corporation. All rights reserved. 1
Caso de estudio:
EMC PR & PROP
Paulina López Noriega
PR Manager
EMC América Latina

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Antes
• Monitoreo desorganizado
• Monitoreo manipulado
• Reporte local sin estructura
• Medición por volumen

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Ahora
• Impacto, no solo volumen – tier 1
• Reportes estandarizados
• Claro y definido pulso de los resultados
• Reporteo a la medida
• Comparativos fáciles de hacer y compartir
•• Targets mensuales, trimestrales y anuales
• Posibilidad de reaccionar antes de incumplir metas

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¿Cómo llegamos aquí?
• PROP Tool
– Nace en UK
– Latam inicia en 2011

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¿Cómo funciona?
• IMPACT INDEX SCORE:
– Valor automático basado en factores específicos
• Coverage type
• MONEY VALUE
• Agency driven
• Topic
• Type
• EMC Prominence vs others
• Influencers /customer quote
• Tone

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Entering your Tier One lists
Simple process:
1. Enter publication name
2. Select type of publication (IT,
Business, Leisure or News)
3. Choose the „Index‟
• Gold (no more than 20% of
media)
• Silver (~30%)
• Bronze (~50%)
4. Select „Vertical‟ or „Horizontal‟
5. Click „Save and Next‟
(That‟s it!)

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Agency driven?
4. Agency Driven?
• Yes – proactive (you
created the opportunity)
• Yes – reactive (the
opportunity was brought
to you & you worked on
it)
• No – the coverage did
not involve your input

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¿Qué ven los
directivos?

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Executive Summary Q3 2012
PROP Points & Proactive Articles
• Targets model was implemented in this quarter for all the agencies
• Agencies increased PROP score by 37% and proactive articles stayed flat. When
compared with same quarter last year, PROP points have increased by 63% and
proactive articles increased by 67%
• Latam increased in coverage by 13% from Q2 2012 to Q3 2012, and by 60% Q3
year over year.
• Negative coverage still represents zero percent of total articles.

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YTD
2012
45%
coverag
e
growth
YTD
YOY
1834
Total tier
one
articles
44%
increase
in Impact
Score
points
Targets
model for
the first time
in
Latam, 14%
over PROP
target for
Q3

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36%
18%
39%

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36%
18%
39%
Q1 15% Q247% Q3 60%
2011 2012

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Need to
increase
Channel -22%
Q/Q
Big Data
continues to
grow
steady, 64%
Q/Q.
IT Trans grew
1% Q/Q, and
corporate 4%
Trust grew 77%
Q/Q

19. © Copyright 2010 EMC Corporation. All rights reserved. 19
• In Q3 Y/Y proactive
articles grew 67%;
reactive was up by
71%. No agency
increased 6%
• Comparing Q2 vs Q3
proactive remained
flat, while “no”
decreased -30%.
Reactive grew 62%
• We will include
proactive metrics for
2013
• “No” is decreasing high
on metrics

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Or this format
for monthly QBRs

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Clips Interviews Events
Editorial
meetings
Byline
Case
studies
671 58 12 12 10 4
SOCIAL MEDIA *june 4th to date
Twitter
(Followers)
EMC Latam – 965 to 1154 (19.5% increase)
EMC Brasil –526 to 594 (12.9% increase)
Facebook
(Likes)
EMC Espanol –650 to 791 (21.6% increase)
EMC Brasil – 513 to 693 (35% increase)
* Average of new users per day : 2 in Latam and 1.5 in Brazil
Q115% Q285% Q3146% Q4153

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37%
18%
37%
11%

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Targets

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2012
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Grand TotalJanuary
Argentina 38.45 59.63 106.46 51.72 48.33 39.28 26.50 164.03 96.26 86.25 125.62 109.23 951.76 64.08
Brazil 3.73 140.67 116.22 196.02 240.01 377.65 283.88 283.24 282.97 437.76 337.14 229.64 2928.93 191.53
Central America 28.52 31.84 62.04 43.79 59.73 119.30 88.98 69.66 74.22 16.69 594.77 105.91
Chile 77.17 177.88 215.94 197.91 192.45 163.18 133.79 152.69 253.81 337.96 197.16 87.31 2187.25 72.52
Colombia 37.37 42.60 73.27 126.47 147.70 61.03 69.01 246.50 111.30 129.64 76.63 20.26 1141.78 41.54
Mexico 81.18 94.24 169.88 102.57 160.87 99.14 140.15 176.55 138.11 123.52 89.93 52.23 1428.37 188.67
Peru 50.47 32.04 88.29 48.81 96.61 82.63 75.74 167.47 61.92 111.15 146.19 22.99 984.31 101.82
Venezuela 18.97 24.71 51.39 55.38 66.64 41.93 55.14 39.64 113.58 110.49 78.21 33.41 689.49 77.78
Grand Total 307.34 571.77 849.97 810.72 1014.65 908.63 843.94 1349.42 1146.93 1406.43 1125.10 571.76 10906.66 843.85
2013
Q1 Q2 Q3 Q4
Jan Feb Mar
Q
TOTAL Apr May Jun
Q
TOTAL Jul Aug Sep Q TOTAL Oct Nov Dec Q TOTAL
Argentina 68.18 71.56 127.75 267.49 62.06 58.00 47.14 167.20 31.80 196.84 115.51 344.15 103.50 150.74 131.08 385.32
Brazil 86.87 168.80 139.46 395.14 235.22 288.01 453.18 976.42 340.66 339.89 339.56 1020.11 525.31 404.57 275.57 1205.45
Central
America 40.80 45.89 34.22 120.91 38.21 74.45 52.55 165.20 71.68 143.16 106.78 321.61 83.59 89.06 20.03 192.68
Chile 88.75 213.46 259.13 561.33 230.94 195.82 195.82 622.57 160.55 183.23 304.57 648.35 405.55 236.59 104.77 746.92
Colombia 42.98 51.12 87.92 182.02 177.24 73.24 82.81 333.29 82.81 295.80 133.56 512.17 155.57 91.96 24.31 271.84
Mexico 93.36 113.09 203.86 410.30 123.08 193.04 118.97 435.10 82.81 295.80 133.56 512.17 148.22 107.92 62.68 318.82
Peru 56.93 38.45 105.95 201.33 58.57 115.93 99.16 273.66 90.89 200.96 74.30 366.16 133.38 175.43 27.59 336.40
Venezuela 21.82 29.65 61.67 113.14 66.46 79.97 50.32 196.74 66.17 47.57 136.30 250.03 132.59 93.85 40.09 266.53
Grand Total 499.68 732.01 1019.962251.66 972.86 1078.45 1099.93
3170.1
7 927.36 1703.24 1344.14 3974.75 1687.72
1350.1
2 686.11 3723.95

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Q1
Jan Feb Mar
Q
TOTAL March Q1 2013
Targ Act Diffnc Targ Act Diffnc Targ Act Diffnc Q Targ Act Diffnc
% completion
to date
Argentina 68.18 64.08 -4.10 71.56 136.02 64.46 127.75 151.90 24.15 267.49 352.00 84.51 Argentina 84.51 24%
Brazil 86.87148.11 61.24168.80 606.97 438.17 139.46 415.27 275.81 395.14
1170.3
5 775.21 Brazil 775.21 66%
Central
America 40.80105.91 65.11 45.89 104.07 58.18 34.22 126.22 92.00 120.91 336.20 215.29
Central
America 215.29 64%
Chile 88.75 72.52 -16.23213.46 237.12 23.66 259.13 346.70 87.57 561.33 656.34 95.01 Chile 95.01 14%
Colombia 42.98 39.23 -3.75 51.12 74.05 22.93 87.92 212.36 124.44 182.02 325.64 143.62 Colombia 143.62 44%
Mexico 93.36132.72 39.36113.09 139.25 26.16 203.86 96.61-107.25 410.30 368.58 -41.72 Mexico -41.72 -11%
Peru 56.93 48.88 -8.05 38.45 145.78 107.33 105.95 82.60 -23.35 201.33 277.26 75.93 Peru 75.93 27%
Venezuela 21.82 77.78 55.96 29.65 71.72 42.07 61.67 111.70 50.03 113.14 261.20 148.06 Venezuela 148.06 57%
Grand Total 499.68689.23 189.55732.01
1514.9
8 782.97
1019.9
6
1543.3
6 523.40 2251.66
3747.5
7 1495.91 Total 1495.91 40%

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Targets vs Actuals Q4
Q4 Clippings Interviews Events Bylines
Case
studies
Editorial
meetings
Feature
story*
Prop Target
Argentina Target 48 8 1 2 1 1 0 147.62
Actual 52 10 3 2 0 0 2 243.56
Brazil Target 160 13 1 2 1 2 1 695.82
Actual 244 19 3 1 2 2 0 1007.62
CCA Target 12 2 1 1 1 1 0 91.29
Actual 34 4 0 0 0 0 0 160.57
Chile Target 56 4 1 1 1 1 0 543.14
Actual 74 5 1 1 0 0 0 622.43
Colombia Target 40 5 1 1 1 1 0 269.01
Actual 69 8 1 1 0 7 0 226.53
Mexico Target 76 12 1 2 1 2 0 416.46
Actual 83 11 2 3 1 1 0 265.68
Peru Target 28 2 1 1 1 1 0 218.63
Actual 79 2 2 1 0 1 0 271.20
Venezuela Target 40 3 1 1 1 1 0 173.18
Actual 52 4 1 2 1 1 0 218.15

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Pros & Cos
PROs
• Estandariza
• Objetivos basados en
históricos
• Genera competencia
CONs
• Es manual – consume
tiempo
• Cada agencia califica -
subjetivo
• La tendencia es más
importante que el resultado

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THANK YOU