Dow Jones Content101

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Measuring Media in the digital age

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Dow Jones Content101

  1. 1. Measuring Media in the Digital Age<br />Georg AckermannMedia Lab Team LeaderContent 101 – Singapore, December 10, 2010<br />©2010 Georg Ackermann<br />
  2. 2. Clients…<br />©2010 Georg Ackermann<br />
  3. 3. PR companies &Corporate Communications<br />©2010 Georg Ackermann<br />
  4. 4. need<br />DATA<br />to take decisions<br />
  5. 5. DIY…<br />©2010 Georg Ackermann<br />
  6. 6. … or highly customised<br />©2010 Georg Ackermann<br />
  7. 7. ©2010 Georg Ackermann<br />
  8. 8. Clients are looking for…<br />Monitoring and Benchmarking<br />Tracking campaigns<br />Crisis Management<br />Discovering threats and opportunities<br />Sentiment<br />Engaging with the “Influential”<br />Metrics<br />©2010 Georg Ackermann<br />
  9. 9. Tracking Campaigns<br />©2010 Georg Ackermann<br />
  10. 10. “Ambush” vs. Official Sponsorship<br />Nike launches Youtube campaign<br />Worldcup starts<br />©2010 Georg Ackermann<br />
  11. 11. Customised searches<br />Factiva limits queries to 2048 characters<br />Insight allows up to 15,000 characters per concept<br />©2010 Georg Ackermann<br />
  12. 12. Crisis ManagementDiscovering threatsSentimentReputation Management<br />©2010 Georg Ackermann<br />
  13. 13. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.<br />Warren Buffet<br />©2010 Georg Ackermann<br />
  14. 14. Communications Objectives & Strategy<br />Planning, Execution, Control<br />Monitor<br />Discover<br />Engage<br />Analyse<br /> research & <br />promote <br />the buzz<br /> issues, trends<br />& strategies for<br />impact<br /> opportunities &<br /> risks in time <br />to act<br />& pinpoint<br />better the <br />influential<br />©2010 Georg Ackermann<br />
  15. 15. Monitor<br />©2010 Georg Ackermann<br />
  16. 16. Monitor<br />Analyse<br />Analyse - Break it down<br />©2010 Georg Ackermann<br />
  17. 17. Analyse<br />What are topics/ issues discussed?<br />Who are they <br />talking about?<br />How is your media footprint globally?<br />How good is your brand image?<br />©2010 Georg Ackermann<br />
  18. 18. Analyse<br />What are trends in traditional vs. social media?<br />What are keywords of your brand coverage?<br />Who is writing about you?<br />©2010 Georg Ackermann<br />
  19. 19. ©2010 Georg Ackermann<br />
  20. 20. Discover<br />©2010 Georg Ackermann<br />
  21. 21. Discovering opportunities<br />©2010 Georg Ackermann<br />
  22. 22. “fuel cells”<br />Here is when you want to invest<br />Emerging trend<br />Media Coverage<br />Here is where your investment pays off<br />Momentum phase<br />Time<br />©2010 Georg Ackermann<br />
  23. 23. Engaging the Influential<br />©2010 Georg Ackermann<br />
  24. 24. Who you should track<br />©2010 Georg Ackermann<br />
  25. 25. What you should track<br />Source: Ogilvy Public Relations<br />©2010 Georg Ackermann<br />
  26. 26. ©2010 Georg Ackermann<br />
  27. 27. Social Media Crisis Nestlé unwillingly put public attention to Greenpeace's video campaign<br />©2010 Georg Ackermann<br />
  28. 28. Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page <br />©2010 Georg Ackermann<br />
  29. 29. ©2010 Georg Ackermann<br />
  30. 30. MetricsMedia Measurement<br />©2010 Georg Ackermann<br />
  31. 31. Meet the board…<br />©2010 Georg Ackermann<br />
  32. 32. AVE <br />(Advertising Value Equivalent)<br />… puts monetary value on media coverage <br />… measures column inches or broadcast seconds (“earned media”)<br />… multiplies these by the equivalent cost of advertising in the same media<br />©2010 Georg Ackermann<br />
  33. 33. FAIL!<br />AVE – not really equivalent<br />… measurement tool to assessprominence and cost<br />What about sentiment, exclusivity and context?<br />What is the impact on the target audience?<br />©2010 Georg Ackermann<br />
  34. 34. …you’re fired!<br />©2010 Georg Ackermann<br />
  35. 35. “Results-based” methods…<br /><ul><li>tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)
  36. 36. prominence and placement
  37. 37. credibility and targeted reach of the medium, impressions
  38. 38. appearance of key messages
  39. 39. comparison to previous performance, expected results or competitors</li></ul>©2010 Georg Ackermann<br />
  40. 40. KPI (Key Performance Indicator)<br />Source: Altimeter Group<br />©2010 Georg Ackermann<br />
  41. 41. KPIs<br />ResultsCost<br />How is the share price reacting?<br />©2010 Georg Ackermann<br />
  42. 42. Success…<br />©2010 Georg Ackermann<br />
  43. 43. ©2010 Georg Ackermann<br />
  44. 44. Media Lab<br />Some recent Media Lab success…<br />©2010 Georg Ackermann<br />
  45. 45. ©2010 Georg Ackermann<br />
  46. 46. ©2010 Georg Ackermann<br />
  47. 47. ©2010 Georg Ackermann<br />
  48. 48. Questions?<br />Media Lab<br />insightmedialab@dowjones.comsingaporemedialab@dowjones.com<br />Thank you.<br />Georg AckermannMedia Lab Team Leader@derackermann<br />

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