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  • Holy Grail – the source of buzz (tracking) You isolate X number of influencers, brief them and your product takes off Does it work this way? How do you isolate these key influencers? * Business 2.0 story example – tracked blogs to Walt Mossberg review to explosion for Treo 600 Consulting firms like The Knowledge Capital Group help you isolate key analyst influencers for your space Media Measurement companies like Biz360 help you track * People, places, things in the press so you can go back and find the root of buzz (broadcast, print, online)
  • Emphasis FULL text, versus abstracts that may be found on the web or in other sources Industry publications cover 30 industries from Accounting and Consulting to Transportation and Shipping
  • DOESN’T HAVE TO BE COMPUTERIZED
  • Holy Grail – the source of buzz (tracking) You isolate X number of influencers, brief them and your product takes off Does it work this way? How do you isolate these key influencers? * Business 2.0 story example – tracked blogs to Walt Mossberg review to explosion for Treo 600 Consulting firms like The Knowledge Capital Group help you isolate key analyst influencers for your space Media Measurement companies like Biz360 help you track * People, places, things in the press so you can go back and find the root of buzz (broadcast, print, online)
  • Holy Grail – the source of buzz (tracking) You isolate X number of influencers, brief them and your product takes off Does it work this way? How do you isolate these key influencers? * Business 2.0 story example – tracked blogs to Walt Mossberg review to explosion for Treo 600 Consulting firms like The Knowledge Capital Group help you isolate key analyst influencers for your space Media Measurement companies like Biz360 help you track * People, places, things in the press so you can go back and find the root of buzz (broadcast, print, online)
  • Holy Grail – the source of buzz (tracking) You isolate X number of influencers, brief them and your product takes off Does it work this way? How do you isolate these key influencers? * Business 2.0 story example – tracked blogs to Walt Mossberg review to explosion for Treo 600 Consulting firms like The Knowledge Capital Group help you isolate key analyst influencers for your space Media Measurement companies like Biz360 help you track * People, places, things in the press so you can go back and find the root of buzz (broadcast, print, online)
  • *emphasize share of mind within related topics *Apple strategy to drive more computer sales by capturing folks in digital music --iPod sales great, driving folks to tunes --Garage band allows people to record and mix their own music, then download to iPod --still need more visibility with this application, but Apple trying to migrate success with consumer electronics to computer sales
  • *does visibility for core products/topics map to corporate objectives?
  • *critical for snapshot in time, but doesn’t give you any trending information
  • *refer again to Apple having significantly less “hits” than HP, but steadily increasing their overall reach
  • *this chart weights reach by prominence, so you can see that Apple really has more visibility than HP in recent months (raw reach can be deceiving) *MediaSignal is Biz360’s proprietary algorithm for incorporating prominence into reach calculations, but you can do something very similar by assigning a value rating (percentage) to the reach calculation based on how prominent the mention is. You don’t reach the same amount of people through the Wall St. Journal with a mention vs. a feature.
  • *How is Apple’s brand perceived? Seems to be doing well… but if you are HP, you see a strategic opportunity to attack in July and August when there is growing negative sentiment.
  • Transcript

    1. <ul><li>Academic Research Potential for Automated Media and Information Metrics: An Agenda for </li></ul><ul><li>Data-mining in Public Relations </li></ul><ul><li>Miami March 12, 2005 </li></ul><ul><li>Clarke L. Caywood, Ph.D. </li></ul><ul><li>Department of Integrated Marketing Communications, Medill School, Northwestern University </li></ul><ul><li>With over a billion “hits” in one year how did Harley-Davidson define & monitor their PR success? </li></ul>
    2. Comprehensive Commercial Systems <ul><li>planned electronic feed of content 24-7 </li></ul><ul><li>mix of print, broadcast, non-media </li></ul><ul><li>automated analysis and scoring based on human trained machine learning </li></ul><ul><li>real-time web-based delivery benchmarked to 14 seconds to 72 hours </li></ul><ul><li>interpretation and recommendation </li></ul><ul><li>results comparison and reporting over time </li></ul>
    3. Academic and Managerial Research Advantages <ul><li>100% Sample Size (nearly in some cases) </li></ul><ul><li>Massive data-bases of rich mix easily available </li></ul><ul><li>Multiple measures to frame topic </li></ul><ul><li>High degree of inter-subjectivity (80% and higher) no human failing </li></ul><ul><li>Comparison to other organizations </li></ul><ul><li>Over time studies possible </li></ul><ul><li>Quasi-experimental design feasible </li></ul>
    4. Advantages <ul><li>Advances field as economic and demographic data did for Economics, scanner-data </li></ul><ul><li>Highly Graphical for communication </li></ul><ul><li>Potential for including more and more sources </li></ul><ul><li>Blogs, message boards, all media, reports </li></ul><ul><li>Intuitive for training and teaching </li></ul><ul><li>Managerial - “So what” value high </li></ul>
    5. 1960s 1970s 1980s 1990s 2000+ Story abstracts experimental Full text commercial automation Full coverage premium text Analytical media/report systems Broader business analysis History of Text Analysis with AI – Artificial Intelligence!
    6. <ul><li>Major industry and trade publications, 8500 continuously-updated wires, top magazines, local newspapers, and TV transcripts – 60 percent not free (Factiva) </li></ul>Content Driven Media Metrics &Tracking
    7. <ul><li>Biz360 </li></ul><ul><li>Intelliseek </li></ul><ul><li>Cymphony </li></ul><ul><li>Competitive Insights </li></ul><ul><li>Critical Mention </li></ul><ul><li>TVeyes </li></ul><ul><li>Vocus </li></ul><ul><li>Karma </li></ul><ul><li>Millward Brown </li></ul><ul><li>Cyberalert </li></ul><ul><li>Report International </li></ul><ul><li>Bacon’s </li></ul><ul><li>Burrelle’s </li></ul><ul><li>Devine </li></ul><ul><li>Reuters </li></ul><ul><li>Factiva </li></ul><ul><li>Thompson </li></ul><ul><li>Hoover’s </li></ul><ul><li>Lexis-Nexis </li></ul><ul><li>More </li></ul>Some Suppliers: Content/Automated/Interpreters/
    8. One Dashboard
    9. “Killer Apps” <ul><li>Combination of publication reach and human determined ranking of importance to industry, company, goals. </li></ul><ul><li>Combination of articles rated on positive-neutral-negative scale </li></ul><ul><li>Direct calculation of PR contribution to return-on-investment (ROI) </li></ul><ul><li>Linked to customer relationship management systems (CRM) </li></ul><ul><li>More to come…. </li></ul><ul><li>. </li></ul>
    10. <ul><li>How seriously is a new product launch being taken in the industry? </li></ul><ul><li>GLOBAL: What are NGO’s doing to the industry in Manila? </li></ul><ul><li>Can you measure the ROI of adv. and PR? </li></ul><ul><li>Do you need to see if leaders are on message – daily? </li></ul>Research Questions Using Metrics
    11. <ul><li>Can Dell monitor their management team on a daily basis to see if they are on message? </li></ul><ul><li>How can McDonalds’ or Bank of America measure the PR contribution to sales of a new product.? </li></ul><ul><li>With over a billion “hits” how does Harley-Davidson define & monitor their PR success? </li></ul><ul><li>Can a firm hold their reputation position by media analysis? </li></ul><ul><li>How does a large law firm assess their global potential? </li></ul><ul><li>To launch new restaurants into new cities how can Potbellies analyze local opportunities and competitors? </li></ul><ul><li>How can VeriSign keep a pulse on new privacy issues and trends to protect customers? </li></ul>Pithy case examples
    12. <ul><li>Media Relations </li></ul><ul><li>Marketing PR </li></ul><ul><li>Issues Management </li></ul><ul><li>Crisis Management </li></ul><ul><li>Investor Relations </li></ul><ul><li>Competitive Analysis </li></ul>Course/ Topical Value in PR
    13. “ Non-MBA Metric” <ul><li>Link to sales </li></ul><ul><li>Sales lead generation </li></ul><ul><li>Mindshare </li></ul><ul><li>Weighted Mindshare </li></ul><ul><li>Mindshare Over Time </li></ul><ul><li>Mindshare Comparison </li></ul><ul><li>Mentions by Content Type </li></ul><ul><li>Mentions by Region </li></ul><ul><li>Mentions by Industry </li></ul><ul><li>Mentions by Publication Type </li></ul><ul><li>Mentions by Publication List </li></ul><ul><li>Mentions Over Time </li></ul><ul><li>Company on the Rise </li></ul><ul><li>People in Mentions </li></ul><ul><li>Companies in Mentions </li></ul><ul><li>Browse Mentions </li></ul><ul><li>Top Publications </li></ul><ul><li>Favorable Publications </li></ul><ul><li>Zero Mindshare Publications </li></ul><ul><li>Top Authors </li></ul><ul><li>Favorable Authors </li></ul><ul><li>Zero Mindshare Authors </li></ul><ul><li>Sentiment </li></ul><ul><li>Average Sentiment Over Time </li></ul><ul><li>Sentiment Over Time </li></ul><ul><li>Tone </li></ul><ul><li>My Reports </li></ul><ul><li>Weighted Mindshare </li></ul><ul><li>Impact of Company </li></ul><ul><li>Impact of Competitors </li></ul><ul><li>Mentions Month to Date </li></ul>
    14. Tracking Issue Groups: Digital Music Media Signal of Reach and Prominence
    15. Topic Ranking
    16. Competitive Analysis: Mindshare
    17. Competitive Analysis: Reach Trend
    18. Competitive Analysis: Prominence
    19. Tone: Apple
    20. www.criticalmention.com
    21. Research Recommendations <ul><li>Conduct “re-analysis” of data for post event insights </li></ul><ul><li>Learn to use descriptive data from services and then develop predictive models </li></ul><ul><li>Create access for academic researcher of these systems, grants, contributions, partnerships. </li></ul><ul><li>Meet with industry to develop new applications and test them. </li></ul><ul><li>Much more…. </li></ul>
    22. <ul><li>[email_address] </li></ul><ul><li>Clarke Caywood, Ph.D. </li></ul><ul><li>Department of Integrated Marketing Communications, Medill School, Northwestern University </li></ul><ul><li>Graduate Programs in Corporate Public Relations, Direct and Database Marketing and Advertising/Promotions </li></ul>Thank you

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