Amec Barcelona Summit Speech 2010


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Bridging the Gap: What research and PR professionals need from each other

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  • We are honored to be here today, and especially to be speaking with Toney Wilkinson, who has to be one of the best clients for whom I’ve ever had the privilege of working. We’ve entitled this presentation “Collaboration and iteration” because there has been nothing ‘off the shelf’ or canned about our working together; rather, the prevailing sentiment has been ‘let’s get this thing started, work it through together, make changes as we go, and create the best possible solution to FedEx’s challenges. It is very early in this process, so there is only so much I can share with you today, and of course we’ve had to blind quite a bit of it for proprietary reasons. But I hope some of what we share will be of help to you today in crafting your own global programs.
  • In a Perfect World, Global clients can truly have it all! Single vendor with a global solution to every need Comprehensive, near real-time content collection worldwide Fully translated stories in all countries Complex, consistent and transparent scoring in near real-time Customized dashboard modeling capabilities with a whiz bang appearance An ability to link PR outputs to business outcomes Deep competitive analysis with industry-specific insights Seamless management worldwide … all at a very economical price I’m sure many of you are familiar with the idea of the project trinity – speed, quality, price. You can usually get two out of three, but very rarely all three. Hence the need for choices ...
  • In a Real World: a measurement vendor has to do some Ruthless Assessment of its own capabilities, and be Transparent with the potential client, and lay out a plan that is truly workable. So, in FedEx’s case, we asked first “What’s the real goal?” For FedEx, it was to connect coverage with reputational drivers that relate to business outcomes (which we’ll talk about in a few minutes) So accuracy in scoring and quality clip collection must drive the solution instead of volume and automation. What can we contribute successfully ? Widest, deepest, near real-time monitoring and measurement in all US media types; an industrial strength dashboard with high customization capabilities; a large team of human analysts as well as Ai capabilities; and strong customer/project management skills. In addition, we have some international reach with some 80 partnerships, primarily in broadcast monitoring, worldwide. However, we also recognized what needed supplementation. Clearly, we needed to augment our global capability including boots on the ground in as many countries as possible. Thanks to our relationship with Report International, we knew they would be able to fill that gap. Fortunately, our systems are content-agnostic, and recognized the need to add some new content aggregators to the equation, and Dow Jones Factiva and Moreover would help meet those needs. Finally, we recognized near real-time media collection and processing would be possible to a greater extent in some countries than others, but would require a complete collaboration with all our partners to pull this off. So do you Promise the world, or manage expectations? Initial scope research yielded very high costs Only solution is to manage client expectations with very clear choices Fortunately, FedEx proved to be an ideal client by collaborating with us to figure out the choices they could live with, and those they couldn’t, to enable us to put together a strong total solution.
  • So what are some of these choices? Let’s start with Choices on Content Settled on Priority countries with Tier 1 & 2 lists only (initially; will expand on this over time) As shared before, the aggregated content as base WITH on-demand US broadcast in top markets Supplemented by: Content uploaded from FedEx offices internationally. What’s happening here is the FedEx offices are keeping their regular clipping contracts, to collect all their clips, and then forwarding only those articles in the Tier 1 and 2 lists for analysis to VMS and Report International. Direct subscriptions will be added in cases where important sources are not monitored Combination enables FedEx staff to continue to see detailed local coverage, but encourages focus on priorities since they are the only ones to be measured.
  • Choices: Dashboard We ALL know real dazzling platforms that are out today that depend an artificial intelligence and only web-based content. A lot of show, and little functionality, quality or depth. Our global platform – InSight – is highly customizable, industrial strength and functional … AND is in the process of being redeveloped into the next generation as we speak. It’s also a platform that can meet the workflow needs of an unlimited number of users worldwide The platform had to be customized by Region, Op-Co and other key categories with simple FedEx styling – and user-defined home pages – which I’ll show you in a minute. The first module of the next generation InSight platform has also been provided to FedEx with discovery tools such as word clouds, sentiment-cluster-and heat maps, and spectrographs – across all media types. It also includes conceptual search capabilities unique in the market today. Bottom line – the solution was very iterative – meaning we met extensively with FedEx to figure out exactly what they needed, and have done a custom build-out to meet those needs.
  • So here’s the home page for the main platform. The top three charts are customizable by user, and here show breakdowns of the Operating companies, various Campaigns and Competitors. At the top, you’ll see tabs for the various applicable regions, and on the bottom, tabs for all the Operating Companies together, and then separately – as well as for Competitors. Within each region, the user can pull up the OpCo tabs and drill into the specific competitors (which are unique to each region), issues, campaigns and reputational drivers that are being scored for each.
  • Below the OpCo tabs, FedEx sees all the clips that roll-in very quickly from all the various media sources worldwide, and that show Market, English summaries, gross and net impressions, length of segment, tone and Scorecard – which we’ll talk about in a minute. (Obviously, we have blinded any real scores due to the proprietary nature of this data).
  • Each clip is available through links on the site, and can be emailed out, put into clipbooks, edited, and analyzed in a wide range of options.
  • The analysis tab offers more than 100 charts, but for FedEx, we have customized a number of options and hid the rest, since they wanted the whole company to be using the very same tools. Charts/graphs are completely flexible, and can be generated for pre-set issues and campaigns, or formed from an Advanced Search tool to identify whatever topic needs to be analyzed.
  • This is just one of many charts available to FedEx users on the fly - this one illustrating share of discussion by issue.
  • I mentioned that Fedex utilizes our RealTime InSight tool, as well, to meet their needs for crisis and discovery of emerging, un-anticipated issues. The system has some unusual capabilities including conceptual search, which means it goes beyond the searching of keywords and into searching the ideas or concepts behind them. Word clouds help FedEx identify in realtime the messages and sentiment of their overwhelming coverage, as do …
  • cluster maps – which provide the prominent messages and the relationship of those messages to one another.
  • And heat maps – which show sentiment for those clusters, as well as for each individual story that make them up …(albeit nowhere near as accurate as the human analysis taking place in our full Measurement & analysis program) …
  • And even spectographs – which show how stories originate, branch out, and develop into new issues, so that FedEx can go back to the source if need be. Anyway, again, this is just a supplemental platform to give FedEx some of the ‘real time’ access it needs to all media types with some representation globally.
  • Choices: Scoring So just as with the dashboard, developing a custom scoring system has also evolved through iteration and collaboration, with Ketchum, Report International and FedEx. Essentially, each clip is scored in-country by native language speaker; then English summaries are created and uploaded with links to the original story, which gets past copyright difficulties. Bottom line – no full translation, which would have blown the budget, and auto-translation would have blown the quality. Scoring on web-based clips is within hours of receipt; longer for manually-collected content, of course. Bottom line – will the scores correlate to the ongoing well-known reputational surveys? Other bottom line – each clip measure had to be transparent to the user, so they are. Can’t be changed, but can be viewed and discussed with VMS team.
  • Explain the reputational drivers.
  • As you can see here, the scoring is completely transparent to the user – just by clicking on the Scorecard link. Talk briefly about PART ONE: physical clip attributes (Tier 1 or 2; type mention; prominence; ownership; quoteds; and a Bonus for actual story placement). PART TWO allows the categorization of each clip according to whether it contains one of the six reputational drivers, and by a point system depending on how positive or negative the item is. Bonus points are assigned for stories that have more than one driver. At the end, some averaging is done, and Parts 1 and 2 are multiplied together, and then multiplied against OTS. While the FedEx scorecard is proprietary, suffice it to say it’s quite comprehensive, and the same system is used for each competitor within each story.
  • Choices: Reporting I should mention first that like everyone, we use automated tagging for certain tasks, but augment that with human analysts, moving that 50-60% accuracy rate to our goal of 95%. Originally, FedEx wanted deep analysis reports done by our team of human experts, but as discussions progressed, the need changed to focus more on collaborated efforts between our team and theirs, along with some automation For example, we pull a Media Watch report for delivery at 7:30 a.m. and 3:30 p.m. for delivery in Memphis, Hong Kong and Brussels each day, which is primarily generated by our staff, but fine-tuned and blessed by the FedEx team before distribution. We also hand-generate the Earnings Reports on those special days. But the main reporting systems are all being custom formatted, as FedEx has chosen to be able to pull those on-demand instead of having our staff do more in-depth reporting. However, we do remain on standby for deeper analysis and insights reporting as needed. Overall, the user of the system is empowered to use about a dozen pre-fabricated reports rather than waiting on an analysis staff, which may not be timely enough. And, the automated system saves FedEx budget dollars!
  • This is an example of the daily Media Watch report – with links to each story …
  • Here’s an example of a formatted on-demand report including article counts by publication, share of discussion by competitor and SoD over time by competitor.
  • I believe FedEx’s biggest need was a partner to really get involved with its internal team, and help not only with implementation, but with actual buy-in. As you can imagine, this is a bit like Herding Cats. We’ve taken a strong hands-on management approach to the relationship On-site account mgmt for implementation; ongoing fulltime manager off-site; in-country RI managers; working closely with the FedEx implementation team, and creating on-demand computerized training Buy-in and Adjustment Systems developing for change requests, scorecard adjustment, relationship check-in; weekly meetings by phone, and planned quarterly in-person meetings with the whole team. Bottom line: we are working hard to become part of FedEx by learning to think like FedEx!
  • And – we do plan some formal assessment of the relationship as it progresses including Satisfaction surveys Quarterly on-site meetings for full calibration Do results correlate to FedEx’s ongoing survey results? Success for FedEx will be the ability to find actionable insights from the data, to make better decisions, and ultimately, to better advise management. Success for us will be continuation of the relationship!
  • Final point I’d like to make is that AMEC – is a true a Global Solution Got to know Report International through the IPR Commission and AMEC, and have met many others of you who we hope to work with in the future. Let me just encourage you to use your time in Barcelona well by making as many new relationships as you can, to enjoy future collaboration and iteration with your clients and prospects!
  • Amec Barcelona Summit Speech 2010

    1. 1. Bridging the Gap: What research and PR professionals need from each other FedEx & VMS: “Collaboration & Iteration” Angela Jeffrey, APR – Vice President Editorial Research, VMS
    2. 2. In a Perfect World Global clients can have it all <ul><li>Single global provider </li></ul><ul><li>Comprehensive, near real-time collection </li></ul><ul><li>Full and accurate translation </li></ul><ul><li>Complex scoring in real-time </li></ul><ul><li>Customized dashboard modeling </li></ul><ul><li>Outputs linked to outcomes </li></ul><ul><li>Deep insightful reports </li></ul><ul><li>Seamless international coordination </li></ul>All at a very economical price!
    3. 3. <ul><li>What’s the goal? </li></ul><ul><ul><li>For FedEx – Reputational Drivers </li></ul></ul><ul><ul><li>Accuracy and quality </li></ul></ul><ul><li>What can we contribute successfully? </li></ul><ul><ul><li>Monitoring, dashboard, analysts, management </li></ul></ul><ul><ul><li>Some international reach </li></ul></ul><ul><li>What needed augmentation ? </li></ul><ul><ul><li>Boots on the ground globally – Report International </li></ul></ul><ul><ul><li>Additional content sources </li></ul></ul><ul><ul><li>Near real-time collection & processing worldwide </li></ul></ul>In a Real World Ruthless Self-Assessment and Transparency Promise the world? Or manage expectations?
    4. 4. Choices: Content Measuring what Matters <ul><li>Priority countries, Tier 1 & 2 lists </li></ul><ul><li>Aggregated and online content as base (Factiva, Moreover) </li></ul><ul><li>On-demand broadcast in top US markets </li></ul><ul><li>Supplemented by </li></ul><ul><ul><li>Content from FedEx offices internationally (existing clip providers in place) </li></ul></ul><ul><ul><li>Additional direct subscriptions </li></ul></ul><ul><li>Drawbacks obvious, so must remain iterative </li></ul>Keeps focus on Priorities
    5. 5. Choices: Dashboards Dazzle vs. Functionality <ul><li>Attractive, highly customizable, industrial strength, strongly functional platform </li></ul><ul><li>Unlimited users, full workflow capabilities </li></ul><ul><li>Collaborative customization by: </li></ul><ul><ul><li>Region </li></ul></ul><ul><ul><li>Operating company </li></ul></ul><ul><ul><li>Different competitor sets regionally </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>Issues </li></ul></ul><ul><li>FedEx styling, user-defined home pages </li></ul><ul><li>PLUS new “real-time” tool for all media types for conceptual search </li></ul>Iterative solution, actionable data
    6. 6. Tony wants all the names of the sections and threads cleansed of their actual names. So maybe its Opco 1, 2, 3; Issue 1, 2, 3 and Competitor 1, 2, 3 Is that possible to do?
    7. 7. On this one, Tony wants the numbers gone for all the quantitative and qualitative data. I guess you could leave the descriptions – i.e. Gross Impressions, Scorecard, etc., but no results should show. Same thing with Tone. Can we do this?
    8. 10. This one needs to be blinded in terms of the issues, but the numbers can remain.
    9. 11. On all the InSight 3.1 slides, he again doesn’t want the folders to show up, and wants me to repull examples for Charts 13 and 14. I’m wondering if the easiest thing would be to create a dummy FedEx account (with their logo) and I will create some new dummy categories and pull new examples. He doesn’t want certain things to show, so I’m happy repull until I get it right.
    10. 13. As on slide 11
    11. 15. As on slide 11
    12. 16. Choices: Scoring Iterative, Collaborative & Coordinated <ul><li>VMS, Ketchum, RI and FedEx huddle </li></ul><ul><ul><li>Qualitative clip attributes </li></ul></ul><ul><ul><li>OTS </li></ul></ul><ul><ul><li>Messages bucketed into Reputational Drivers </li></ul></ul><ul><li>All clips scored in-country; English summaries uploaded w/links; no translation </li></ul><ul><li>Near real-time scoring – digital content; manual clips longer </li></ul><ul><li>Acid test: will scores correlate well to ongoing well-known reputational surveys? </li></ul>Each clip score transparent to user
    13. 17. How Reputation is Broken Down Financial Performance Outperforms Competitors Record of Profitability Low Risk Investment Growth Prospects Workplace Environment Rewards Employees Fairly Good Place to Work Good Employees Products & Services High Quality Innovative Value for Money Stands Behind Vision & Leadership Market Opportunities Excellent Leadership Clear Vision for the Future Social Responsibility Supports Good Causes Environmental Responsibility Community Responsibility Emotional Appeal Feel Good About Admire and Respect Trust Source: Harris Interactive
    14. 18. This one is complex. He doesn’t want to show any of the details on the scorecard, but wants to communicate that it is transparent to the users. Plus get rid of all the quant data. Let’s discuss what to do about this one. It may make more sense for me to pull a shot from our demo platform just to show how Scorecard pops up.
    15. 19. Choices: Reporting Humans VS Automation <ul><li>Daily News reports at 7:30 a.m. and 3:30 p.m.- collaboration of VMS & FedEx Staff </li></ul><ul><li>Human-generated Earnings Reports </li></ul><ul><li>A dozen custom formatted “on demand” reports for day-day needs </li></ul><ul><li>On standby if/when FedEx needs deeper analysis reports for special needs and issues </li></ul>Empowering the User!
    16. 20. This one needs a complete rework. First, need to show positive stock price. Second, stories must not show anything about Brown bailout, but should show positive stories and include some foreign ones. We also want to overlay one clip as a call-out on this. Can you dummy this up?
    17. 22. Implementation & Herding Cats Coordination Across the Globe <ul><li>Hands-on management structure </li></ul><ul><ul><li>On site for implementation </li></ul></ul><ul><ul><li>Fulltime manager off-site </li></ul></ul><ul><ul><li>In-country managers </li></ul></ul><ul><ul><li>FedEx Implementation Team </li></ul></ul><ul><li>Buy-in and Adjustment </li></ul><ul><ul><li>Listening and collaboration </li></ul></ul><ul><ul><li>Change requests, scorecard adjustment, relationship checks </li></ul></ul><ul><ul><li>Weekly teleconferences </li></ul></ul>Becoming part of the staff!
    18. 23. Actionable Results for All Formal Assessment of Relationship <ul><li>Satisfaction surveys </li></ul><ul><li>Quarterly on-site meetings for full calibration </li></ul><ul><li>Bottom line: do the results correlate to regular recognizable surveys? </li></ul>Success = ongoing relationship!
    19. 24. – a Global Solution Met Report International through IPR Commission & AMEC Encourage you to collaborate with one another!