Measuring the Effectiveness of your Media Strategy

Lars Voedisch Georg Ackermann
Managing Media Consultant, APAC MediaLab Manager, APAC
Dow Jones and Company Dow Jones and Company
lars.voedisch@dowjones.com georg.ackermann@dowjones.com
@larsv @derackermann

©2011 Dow Jones & Company

Critical Questions for
Corporate Communications
• Can you track the drivers of your corporate
reputation?

• How do you benchmark your competitors?

• Do you know what your weak PR spots are?
Which sectors? Which markets? Media?

• Who is talking about you, your industry – and
your topics?

• What kind of media do you need to track?


About Dow Jones: Meet the Family

3

Relevant Information → Actionable Intelligence

30,000+ global sources
17M+ companies
Other People’s 35M+ executives
Web/Social
Content Mainstream 17M+ Websites and blogs
Media Media
Dow Jones
Research
150+ researchers
130,000+ indexes
Media/VC/Risk

Dow Jones
Over 150 years News,
2,000 journalists
Commentary
of Indispensable & Analysis 84 bureaus
Content 18,000+ daily news items

4

The Situation
Power Shift: Customers are getting more demanding!

[Brands] have to SURPRISE ME, not only
meet my needs, but ANTICIPATE MY NEEDS.
By using social media exclusively, I think the
company has to
ANSWER whenever I have a question,
ENLIGHTEN me whenever I complain,
and THANK me whenever I compliment
them.
Source: The Language of Love in Social Media - Firefly Millward Brown


Challenge within Organizations:
Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


Challenge within Organizations:
Who ‘owns’ Social Media? WHO CARES?!

• For your stakeholders it doesn‟t matter who drives
Social Media in your organization
• Each interaction affects your reputation
• Hope for the best, prepare for the worst
• MUST: Integrate Social Media in your reactive approach
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


The PR Perspective:
Social or not – it‟s Media Relations?!


Social Media Relations: Everything Changes!?

Everything Changes Nothing Changes
• It‟s about two-way • You‟ve to manage
conversations relationships
• You‟ve to deal with more • So it‟s wires, print,
channels broadcast – and social
media
• We HAVE to listen and
understand what‟s said • You already: monitor and
about us! analyze your media
coverage
• What about those
negative comments and • Not every negative
posts? comment means a crisis
• The game get‟s so much • Already forgot
faster newswires? Look at
trends over time


How to measure PR success?

What do you
currently
measure ?


Why measure media coverage? Show Success!
Reason 1: Demonstrate value of PR (e.g. Outputs)
– What key initiatives did you drive? Results?
Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)
– How do you connect to publications & journalists, campaigns;
what’s your brand perception?
Reason 3: Strategic Communications (e.g. Outcomes)
– How do your results relate to the budget allocation? Do you
measure KPIs linking PR to business results? What is the value PR
adds your organization?
Reason 4: Discovering opportunities and threats
(Radar)
– What’s happening in the industry, with my clients; is there a
crisis, are there issues…?

Simple But Crucial:
Be Clear About Your Media Strategy Goals

• Goals drive the type of
measurements you are going to use
• What’s your ultimate objective:
1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?

Source: 25 Must Read Social Media Marketing Tips

12

Understanding PR Measurement

1. Measurement is research – you need dedicated resources.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.


Why it‟s time to do away with AVEs and
replace them with Valid Metrics
• Advertising Value Equivalencies (AVEs) are a
measure of potential COST SAVINGS, not
EARNED VALUE

• Public Relations is a broad discipline that
requires multiple metrics
• Measurement should be holistic – and budgeted
for
• Ultimately, the most valuable metrics are those
that can show a business result
Source: AMEC/ H&K



• Advertising Value Equivalencies (AVEs) are a measure
of potential COST SAVINGS, not EARNED VALUE
• Public Relations is a broad discipline that requires
multiple metrics
• Measurement should be holistic – and budgeted for
• Ultimately, the most valuable metrics are those that
can show a business result
Source: AMEC/ H&K



Time for some
concrete
examples….


Example Logistics Industry:
Customized KPI framework,
suiting specific requirements,
capabilities and resources


Example Electronics Industry:
Looking at Product Lines, Brands,
Geographies North East
Company Worldwide Americas Europe CIMA Asia Pacific
Asia

Panasonic 13% 18% 17% 7% 11% 8%

Philips 7% 7% 10% 27% 2% 4%

Samsung 26% 17% 16% 40% 30% 39%

Sony 54% 58% 57% 27% 56% 49%


Outcome-based methods analyse…

• comparison to (benchmark)
• Previous performance (time)
• Expected outcomes (plan)
• Competitors (share of voice)
• credibility and targeted reach of the medium (target media)
and/or journalist (key influencers)
• tone of the message (favourable, unfavourable, neutral)
• prominence or exclusivity (impact)
• appearance of key messages, spokespeople (thought leadership)


Case Study

Nuclear Energy after the
Fukushima impact
A Media Snapshot*

1 March – 15 April 2011 *English Media only

©2011 Dow Jones & Company 20

Benchmarking & Tone – Nuclear / “Clean” Power
With the Fukushima
accident, the nuclear energy
debate is back in the
mainstream media. Wind,
solar and hydropower were
clearly topping the agenda in
the main news outlets.

The coverage on the
accident peaked on 15/16
March, then declined rapidly

Renewable Energy became a more
prominent topic – but not to the
extent of the (negative) nuclear
coverage volumes


Understanding the Context
“Invisible death. Sterile
children. Cancer with no
appeal.” (The Independent)
The atomic disaster is
spreading fear worldwide.
Chernobyl has been a
synonym for this and was the
most associated topic.

No Suprise: The most affected companies
are the manufacturers of nuclear reactors,
where the number of negative stories has
passed the two third mark.


Understanding Your Media Landscape
Newswires most reliable
original source; Wall Street
Journal is the most cited
source, mainly due to the
intensive coverage of Dow
Jones Newswires.
Bloomberg Businessweek is
also relying greatly on its own
wire, while Malaysian
newspaper The Star has been
a top distributor of Reuters
News.
There is still a certain positive bias in the list
of media with the most favorable coverage in
countries where nuclear energy is still on the
political agenda.


Issue Management: Focus on food industry topics

Food safety issues are on
the rise in the coverage of
the Fukushima accident.
While the containment of the
nuclear meltdown has been
dominant immediately after
the earthquake and tsunami,
food safety concerns are
slowly appearing on the
agenda.

Holistic Measurement = Holistic Management

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Analyse Discover Engage

research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential

Originally, measurement was post-mortem analysis.
For most environments it has become near-time!

Example: Resources
See the whole picture Monitor

Who‟s Listening?
Monitor and Track what‟s
relevant across media
channels / sources!

26

Meaningful Insights Analyze

Who are they
talking about?

Where do you get
most traction?
How good
is it?

27

Meaningful Insights Analyze

Which sources
How is the cover your stories?
„temperature‟
changing?
What are journalists
saying about you?
28

Discover Opportunities / Threats Discover

iPhone

“This is not about searching
Knowns,
this is about uncovering
Unknowns and understanding
the context.”
29

Engage Your Key Influencers Engage

What they’re writing about…

…and how to contact them
Journalist contacts and background information is linked to
news and analysis
Quickly access everything you need to work an angle &
make contact
30

Outlook &
Summary


Future-Proofing Public Relations
Who do YOU want to be?
Critical Analytical Skills

Gamblers Winners

Vanity Strategic Business
Publishing Orientation

Ostriches Bluffers

No Analytical Skills
32

Winners know what success look like:
Translating PR results into the language of business

• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better start before management
asks for it

• Use the right approach with the correct content
– Show the whole picture through meaningful
KPIs

• Turn simple outputs into meaningful outcomes:
Connect the dots between clip counts –trends in
coverage and favourability

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.


Winners know what success look like:
Translating PR results into the language of business

• 60% of companies (PR Week) are measuring PR/
Communications at the request of senior
management. – Better start before management
asks for it

• Use the right approach with the correct content
– Show the whole picture through meaningful
“…From an executive’s viewpoint, it can be
KPIs

interpreted as the difference between the PR
• Turn simple outputs into meaningful outcomes:
team being busy andcounts –trends in being
Connect the dots between clip the PR team
coverage and favourability
indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.


Questions?

Thank you.
Lars Voedisch
Managing Media Consultant, APAC
Dow Jones and Company
lars.voedisch@dowjones.com
@larsv


Introducing the Media Lab

Georg Ackermann
Media Lab Team Leader
Singapore, June 9, 2011


Value Drivers...

Content Expertise &
Services

Partner
Technology Total enterprise
information solutions


The Experts... Media Lab

Media Consultants, Media Analysts, Report Writers

“Follow the sun”
25+ languages


The Content…
Premium Content
 2,500 newspapers with same-day coverage
 5,500 business and industry publications
 Consumer magazines, Newswires 30,000
Influential Web Classified publications
 World’s most influential sites
 Editorially selected and classified

Social Media
TV & Radio Content on
 17M+ Blogs, Boards
Transcripts Demand
 Twitter, Facebook and Youtube


Services…


Tracking Campaigns


“Ambush”
vs. Official
Sponsorship

Nike launches Worldcup starts
Youtube campaign


Media Measurement is not (only) about Search

• Most free tools help you
with your search efforts –
maybe with monitoring

• What about analysis and
measurement?



• Most free tools help you with your
search efforts – maybe with
monitoring

• What about analysis and
measurement?



– Numbers are only
approximations (what
about duplications?)

– Are all sources important?
– Relevance vs. dates
– Normalization (Coke vs. Coca Cola); want to include other
brands (e.g. Sprite)?
– Are we getting the correct meaning of “coke”


Sophisticated filters
e.g. keywords
exclusions
abbreviations
synonyms
context


Factiva limits queries to
2048 characters
Insight allows up to 15,000
characters per concept

Discovering opportunities


“fuel cells”

Coverage Emerging
trend

Momentum
phase

Time


Media Lab

Some recent initiatives…


General Elections 2011


General Elections 2011

Election day

Nomination day

Announcement

This election, the opposition and their supporters’ ammunition
has been social media and the political landscape of Singapore
has been changed forever because of it” (Social Media NZ, May 8).


A new media landscape


Online chatter on the rise…

“MM Lee need not ask Aljunied residents to REPENT” (AsiaOne Forum)


Most mentioned politicians…


The international perspective


Questions?

Thank you.
Managing Media Consultant, APAC MediaLab Manager, APAC


Regional Head – Media Intelligence, APAC MediaLab Manager, APAC


Measuring the Effectiveness of your Media Strategy

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