Brand Monitoring to the C-Suite
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This document summarizes a webinar about brand monitoring and measurement best practices. It discusses how communicators currently share results like share of voice and tone without context, and how adding context provides more accurate insights. It provides tips on internal reporting and case studies from Hiscox about using a branded web series and influencers to raise brand awareness, and from Convene about rebranding and promoting to drive revenue and funding. The webinar advises communicators to validate data, review competitors, be flexible, consider both quantity and quality of coverage, and assess message effectiveness.
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Brand Monitoring to the C-Suite
- 1. Brand Monitoring: Delivering Actionable Business Intelligence to the C-Suite Henry P. Feintuch - President, Feintuch Communications Hunter Hoffmann - Head of US Communications, Hiscox Tom Layer - Divisional Vice President of Customer Engagement, PR Newswire Michele Putman - Director of Customer Engagement, PR Newswire WEBINAR Follow PR Newswire: Follow CNW: @PRNEWSWIRE @CNWGROUP #BRANDMONITOR
- 2. #BRANDMONITOR MEASUREMENT PANELISTS Tom Layer Divisional Vice President PR Newswire Michele Putman (moderator) Director of Customer Engagement PR Newswire Hunter Hoffmann Head of US Communications Hiscox Henry Feintuch President Feintuch Communications
- 3. #BRANDMONITOR AGENDA 1. How communicators currently share their communication results 2. How communicators should share their communication results • Best practices 3. Case studies around best practices 4. Q & A
- 5. #BRANDMONITOR Current Practices Share of Voice 129 Mentions Audience 27Million+ AVE:$3,398,735 45 Million+ Impressions Surveillance
- 6. #BRANDMONITOR CURRENT MEASUREMENT PRACTICES CONTENT In communications, content is king… In monitoring & measurement, context is king! X
- 8. #BRANDMONITOR COMPETITIVE SHARE OF VOICE Automated w/o context Hotel C 28% Hotel B 20%Hotel A 16% Hotel D 36%Doesn’t take into consideration irrelevant clips that may be included in the content gathered to pull these percentages
- 9. #BRANDMONITOR Hotel C 28% Hotel B 20%Hotel A 16% Hotel D 36% Video of criminal activity at a particular hotel went viral ‘Free WiFi for Business Travelers’ key message highlighted Growth plans being poorly received by the surrounding community Employee strike that had an impact on an annual convention COMPETITIVE SHARE OF VOICE Reflected with context
- 10. #BRANDMONITOR INTERNAL SHARE OF VOICE By business division Amenities 28% Restaurant 20%Rewards Program 16% Price of Rooms 36%
- 11. #BRANDMONITOR TONALITY Automated w/o context Negative Positive 27% 73%
- 12. #BRANDMONITOR Negative Positive 27% 73% TONALITY Reflected with context Car accident outside the hotel – unrelated to the hotel outside of the geographic reference Restaurant refurbishing across properties
- 13. #BRANDMONITOR TRENDING TOPICS 42 20 15 15 18 29 28 4 9 29 3 4 0 10 20 30 40 50 60 70 80 Negative Positive Price Amenities Food/Bev Criminal Activity Rewards Program Hotel Events
- 16. #BRANDMONITOR Coverage Scorecard Potential Audience: 30,484,000 3% Print articles Potential Audience: 10,038,000 73% online sites Potential Audience: 9,656,000 24% blogs 51Perfect Impact Scores! 0 100 200 300 400 500 Hotel A Hotel B Hotel C Hotel D Total Potential Audience: 90,635,303 Top Hits for the month: 71
- 17. #BRANDMONITOR BUSINESS RESULTS Coverage Over Time & Stock Performance* • Stock value followed a similar curve as media coverage. • Stock value reached the highest peak two days after the premiere event. • The greatest amount of clips were garnered on May 19, when the campaign event debuted.
- 18. #BRANDMONITOR HOW WILL THIS BENEFIT ME AS A COMMUNICATOR? Increases the accuracy of media coverage Gives context to your numbers Builds your personal brand Provides leverage for your strategy/tactics Impacts the bottom line
- 20. #BRANDMONITOR Using branded entertainment and social media to increase brand awareness • Hiscox-branded web series about five friends who get laid off and start their own businesses • 20 episodes over two seasons • Over 10 million views
- 21. #BRANDMONITOR Hiscox Objectives • Increase awareness of the Hiscox brand in the US • Drive traffic and increase SEO rankings • Establish Hiscox USA as a trusted voice
- 22. #BRANDMONITOR Why did this make sense? • 61% of small business owners actively use social media to identify new customers – 75% of small businesses have a Facebook page – 57% use LinkedIn to build their network • Americans watch approx. 100m online videos per week • 72% of US web users watching clips online
- 23. #BRANDMONITOR Using influencers to gain credibility Guy Kawasaki Former Chief Evangelist for Apple, best selling author of Enchantment and social media superstar. 1,420,000 Twitter followers Gary Vaynerchuk Social media innovator, creator of Wine Library TV and best selling author of Crush It and The Thank You Economy. 1,000,700 Twitter followers Adam Ostrow Editor in Chief of Mashable – one of the largest social media, tech and business blogs in the US. 39,000 Twitter followers Mashable has over 4.3M
- 24. #BRANDMONITOR Using Social Media To Build Awareness • Influencers spread the word via social media • Got the media and the tech industry to help out • Built superfans for both the show and Hiscox Tech writer , Bloomberg/BizWeek 1.2M followers
- 25. #BRANDMONITOR 40M Social Media Impressions 68% of Leap Year’s social media followers in Hiscox’s target audience of entrepreneurs, small business owners, founders, etc.
- 27. #BRANDMONITOR Editorial Highlights: 425M Impressions
- 29. #BRANDMONITOR Corporate re-brand and promotional campaign to drive awareness and revenue • Sentry Centers, NYC’s largest day conference center provider was re-launching as Convene • Build awareness amongst meeting planners, the C-suite and reach a new audience of investors • Hard ROI to measure revenue growth
- 30. #BRANDMONITOR • Successful corporate name change and awareness • Differentiation from competitors in the space • Increase sales to justify a funding round and expansion Understanding Business Objectives
- 35. #BRANDMONITOR Campaign Objectives Achieved Revenues increased 21 % 85% increase web traffic 5 Industry Awards
- 36. #BRANDMONITOR
- 37. #BRANDMONITOR Listen but then validate Review the competitive environment Be present and prepared to pivot Quantity & quality Assess key message effectiveness HELPFUL TIPS
- 38. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890
Notas do Editor
- MP – The edits didn’t stay from our call this morning, can’t remember exactly how we edited this!
- MP – The edits didn’t stay from our call this morning, can’t remember exactly how we edited this!
- Provides a more accurate picture of media coverage Doesn’t relegate the communicator to a number they cannot control or explain Provides data for communicators to advocate for the strategies/tactics they deem appropriate Can have a positive impact on the bottom line Bolsters the communicator’s personal brand by demonstrating business acumen beyond their area of expertise
- Case Study Transition Slide: How have these methods worked in the past for an agency or private practitioner? Photo cred: http://www.femside.com/wp-content/uploads/2014/05/woman-decision_-731x411.jpg
- Increase awareness of the Hiscox brand in the US market and associate this brand with small businesses and startups Drive traffic and increase SEO rankings through links directly to Hiscox.com from social media outreach and earned media placements Establish Hiscox USA as a trusted voice that understands entrepreneurs and small businesses
- All guest stars appeared for free or at nominal charge Gave Leap Year credibility and promoted their appearances to their large, existing networks
- Backgrounder
- Backgrounder
- Backgrounder
- Backgrounder
- Provides a more accurate picture of media coverage Doesn’t relegate the communicator to a number they cannot control or explain Provides data for communicators to advocate for the strategies/tactics they deem appropriate Can have a positive impact on the bottom line Bolsters the communicator’s personal brand by demonstrating business acumen beyond their area of expertise
- Thank you, everyone, for spending the hour tuned into this webinar. Note about next webinar. Have a great day!