Brand Monitoring: Delivering Actionable Business Intelligence to the C-Suite On-Demand Link: http://info.newswire.ca/CNW-Brand-Monitoring-for-the-C-Suite-LP-On-Demand.html?LSP=20K&LS=CNW-Webinar&LSC=Brand-Monitoring

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

4. #BRANDMONITOR
CURRENT MEASUREMENT
PRACTICES

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

7. #BRANDMONITOR
CURRENT MEASUREMENT
PRACTICES
s…

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

14. #BRANDMONITOR
0
200
400
600
800
1000
Targeted Media
Hotel
A
Hotel
B
Hotel
C
Hotel
D
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
All Media
Hotel
A
Hotel
B
Hotel
C
Hotel
D
VOLUME

15. #BRANDMONITOR
IMPACT SCORE
+ +
FEATURE
vs
Review
vs
Mention
+ +

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

19. #BRANDMONITOR
CASE
STUDIES
presented by

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.

26. #BRANDMONITOR
Reaching audiences worldwide

27. #BRANDMONITOR
Editorial Highlights: 425M Impressions

28. #BRANDMONITOR
Entertainment Awards

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

31. #BRANDMONITOR
Tools and Tactics

32. #BRANDMONITOR
Media Analysis

33. #BRANDMONITOR
Media Pickup

34. #BRANDMONITOR
Target Investor Relations

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