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Breaking down the mountain
of online chatter
Olivier Girard
Digimind APAC Customer Success Director
@OliverGirard / @digim...
In the next 25 minutes…
• Who are we?
• What is the reputation of a brand?
• Measuring the performance of your PR content
...
NEW YORK
PARIS
GRENOBLE
MUNICH
SINGAPORE
RABAT
96%
renewal
8,000+
users
18 years
in business
DIGIMIND, THE LEADING SOCIAL ...
What is the reputation
of a brand?
The story of Mathieu who needed a
new bike
What are the best
bikes brands on
Google ?
Hi friends, do you
know this brand?
Are people happy
about this brand
online?
C...
The 3 dimensions of the reputation today
Earned media Listening
Mainstream media
Social Media
Owned Media AnalyticsSearc...
Measuring the
performance of your
PR content on
mainstream media?
1) Share of Voice: Yes but which one?
-Brand articles SOV
Measuring the performance of PR: Key metrics I
1) Share of Voice: Yes but which one?
-Brand articles SOV
-Product articles SOV (w/wo Comp)
Measuring the performance of P...
1) Share of Voice: Yes but which one?
-Brand articles SOV
-Product articles SOV (w/wo Comp)
-Spokespeople articles SOV
Mea...
1) Share of Voice: Yes but which one?
-Brand articles SOV
-Product articles SOV (w/wo Comp)
-Spokespeople articles SOV
Ag...
2) Market coverage:
-By country/region
Measuring the performance of PR: Key metrics II
2) Market coverage:
-By country/region
-By newspaper
Measuring the performance of PR: Key metrics II
2) Market coverage:
-By country/region
-By newspaper
-By language
Measuring the performance of PR: Key metrics II
2) Market coverage:
-By country/region
-By newspaper
-By language
-By customised groups of Newspapers (tier 1, tier
2, Int...
2) Market coverage:
-By country/region
-By newspaper
-By language
-By customised groups of Newspapers (tier 1, tier
2, Int...
3) Share of Voice…. Again?
-Brand impression SOV
Measuring the performance of PR: Key metrics III
3) Share of Voice…. Again?
-Brand impression SOV
-Product impression SOV
-Spokespeople impression SOV
Aggregated SOV: Bra...
3) Share of Voice…. Again?
-Brand impression SOV
-Product impression SOV
-Spokespeople impression SOV
Aggregated SOV: Bra...
4) Qualify the articles manually or automatically
-Number of articles with brand name in the
headline
Measuring the perfor...
4) Qualify the articles manually or automatically
-Number of articles with brand name in the
headline
-Dedicated articles ...
4) Qualify the articles manually or automatically
-Number of articles with brand name in the
headline
-Dedicated articles ...
4) Qualify the article manually or automatically
-Number of articles with brand name in the
headline
-Dedicated articles v...
5) Research topics
-What is my share of voice among all the
discussions about autonomous driving?
Measuring the performanc...
Measuring the
performance of your
PR content on Google?
Search Engines Vs Social Networks, by age
Visitors, bounce rate,
conversion rate…
 Google analytics,
Adobe marketing
clou...
Measuring the performance of PR: What Google says
Visitors, bounce rate,
conversion rate…?
 Google analytics,
Adobe marke...
Google users are influenced even before entering their search
Is the mainstream
media helping to bury
the negative Google
...
Google users are influenced even before entering their search
Is the mainstream media
helping to bury the negative
pages?
Measuring the
performance of your PR
content on your owned
Media Channels?
Has PR publications an impact on the size of
your community?
External Referral traffic given by
Facebook Analytics to cor...
Measuring the
performance of your
PR content on Social
media?
Has my PR publication an impact on Social media?
Direct metrics available on the Newspaper
Measuring the performance of P...
Has my PR publication an impact on Social media?
Search for the headline and apply the “5Ws”: WHERE
Measuring the perform...
Has my PR publication an impact on Social media?
Search for the headline and apply the “5Ws”: WHEN
Measuring the performa...
Has my PR publication an impact on Social media?
Search for the headline and apply the “5Ws”: HOW
Measuring the performan...
Has my PR publication an impact on Social media?
Search for the headline and apply the “5Ws”: WHAT
Measuring the performa...
Has my PR publication an impact on Social media?
Search for the headline and apply the “5Ws”: WHO
Measuring the performan...
Conclusion
Performance of PR on Mainstream media
-Same scope for yourself and for your competitors
-Indicate what’s included in the S...
- PR, CI, MI & SMM activities are merging
- Digital Analyst Hubs /DCC to aggregate multiple feeds (external&internal)
- Ma...
THANK YOU
@OliverGirard
www.digimind.com
ogirard@digimind.com
Breaking down the mountain of online chatter
Breaking down the mountain of online chatter
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Breaking down the mountain of online chatter

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A brand's online reputation can be viewed in 3 dimensions: what the brand says, what people say, and what Google says. With the explosion of conversations made possible with social media, how can marketers and social media analysts cut through the clutter and leverage the insights they really need? Digimind's Customer Success Director APAC, Olivier Girard shares his two cents on breaking down the mountain of online chatter with social media listening.

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Breaking down the mountain of online chatter

  1. 1. Breaking down the mountain of online chatter Olivier Girard Digimind APAC Customer Success Director @OliverGirard / @digimindci
  2. 2. In the next 25 minutes… • Who are we? • What is the reputation of a brand? • Measuring the performance of your PR content – What people say on mainstream media – What Google says – What the brands say – What people say on social media • Q/A
  3. 3. NEW YORK PARIS GRENOBLE MUNICH SINGAPORE RABAT 96% renewal 8,000+ users 18 years in business DIGIMIND, THE LEADING SOCIAL INTELLIGENCE COMPANY
  4. 4. What is the reputation of a brand?
  5. 5. The story of Mathieu who needed a new bike
  6. 6. What are the best bikes brands on Google ? Hi friends, do you know this brand? Are people happy about this brand online? Can you advise me M. Salesman? Can I pay later? Delivery fails 2 weeks to ship new one Bike is damaged. 1 month maintenance to order a new pedal No answer from brand’s account on twitter What’s the digital reputation now ? Customer’s Journey
  7. 7. The 3 dimensions of the reputation today Earned media Listening Mainstream media Social Media Owned Media AnalyticsSearch Engine
  8. 8. Measuring the performance of your PR content on mainstream media?
  9. 9. 1) Share of Voice: Yes but which one? -Brand articles SOV Measuring the performance of PR: Key metrics I
  10. 10. 1) Share of Voice: Yes but which one? -Brand articles SOV -Product articles SOV (w/wo Comp) Measuring the performance of PR: Key metrics I
  11. 11. 1) Share of Voice: Yes but which one? -Brand articles SOV -Product articles SOV (w/wo Comp) -Spokespeople articles SOV Measuring the performance of PR: Key metrics I
  12. 12. 1) Share of Voice: Yes but which one? -Brand articles SOV -Product articles SOV (w/wo Comp) -Spokespeople articles SOV Aggregated SOV: Brand+Products+People Use the same method for yourself and for the competitors Include the trends/variations for better understanding Try to replicate the business hierarchy if applicable (ex: product, product family, brand) Measuring the performance of PR: Key metrics I
  13. 13. 2) Market coverage: -By country/region Measuring the performance of PR: Key metrics II
  14. 14. 2) Market coverage: -By country/region -By newspaper Measuring the performance of PR: Key metrics II
  15. 15. 2) Market coverage: -By country/region -By newspaper -By language Measuring the performance of PR: Key metrics II
  16. 16. 2) Market coverage: -By country/region -By newspaper -By language -By customised groups of Newspapers (tier 1, tier 2, International/national/local/specialised Newspapers …) Measuring the performance of PR: Key metrics II
  17. 17. 2) Market coverage: -By country/region -By newspaper -By language -By customised groups of Newspapers (tier 1, tier 2, International/national/local/specialised Newspapers …) Formalise the scope of your PR activity (list of publications, countries, languages) Include the local offices for the translations Take into account the local competitors Measuring the performance of PR: Key metrics II
  18. 18. 3) Share of Voice…. Again? -Brand impression SOV Measuring the performance of PR: Key metrics III
  19. 19. 3) Share of Voice…. Again? -Brand impression SOV -Product impression SOV -Spokespeople impression SOV Aggregated SOV: Brand+Products+People Measuring the performance of PR: Key metrics III
  20. 20. 3) Share of Voice…. Again? -Brand impression SOV -Product impression SOV -Spokespeople impression SOV Aggregated SOV: Brand+Products+People Warning on the Advertising Value Equivalent: -International/national/local/niche Newspapers (reliability/credibility of the media) -Dedicated article? Just a mention? In the headline? -Negative coverage Measuring the performance of PR: Key metrics III
  21. 21. 4) Qualify the articles manually or automatically -Number of articles with brand name in the headline Measuring the performance of PR: Key metrics IV
  22. 22. 4) Qualify the articles manually or automatically -Number of articles with brand name in the headline -Dedicated articles versus mentioned alongside with competitors Measuring the performance of PR: Key metrics IV
  23. 23. 4) Qualify the articles manually or automatically -Number of articles with brand name in the headline -Dedicated articles versus mentioned alongside with competitors -Adapt the sentiment & the impression Measuring the performance of PR: Key metrics IV
  24. 24. 4) Qualify the article manually or automatically -Number of articles with brand name in the headline -Dedicated articles versus mentioned alongside with competitors -Adapt the sentiment & the impression Automatic detection of the headline Customise the impression Adapt the sentiment analysis to local context/slang Possible to edit the articles to prepare them for internal communication Measuring the performance of PR: Key metrics IV
  25. 25. 5) Research topics -What is my share of voice among all the discussions about autonomous driving? Measuring the performance of PR: Key metrics V
  26. 26. Measuring the performance of your PR content on Google?
  27. 27. Search Engines Vs Social Networks, by age Visitors, bounce rate, conversion rate…  Google analytics, Adobe marketing cloud… Suggestion terms in the Google search Organic Google search results: What websites? How are they trending?
  28. 28. Measuring the performance of PR: What Google says Visitors, bounce rate, conversion rate…?  Google analytics, Adobe marketing cloud… Is it impacting the suggestion terms in the Google search? Top Search What articles are visible in the Google search results: How are they trending? Top Results
  29. 29. Google users are influenced even before entering their search Is the mainstream media helping to bury the negative Google suggestion terms?
  30. 30. Google users are influenced even before entering their search Is the mainstream media helping to bury the negative pages?
  31. 31. Measuring the performance of your PR content on your owned Media Channels?
  32. 32. Has PR publications an impact on the size of your community? External Referral traffic given by Facebook Analytics to correlate with the evolution of your community Measuring the performance of PR: your own social channels
  33. 33. Measuring the performance of your PR content on Social media?
  34. 34. Has my PR publication an impact on Social media? Direct metrics available on the Newspaper Measuring the performance of PR on social media
  35. 35. Has my PR publication an impact on Social media? Search for the headline and apply the “5Ws”: WHERE Measuring the performance of PR on social media
  36. 36. Has my PR publication an impact on Social media? Search for the headline and apply the “5Ws”: WHEN Measuring the performance of PR on social media
  37. 37. Has my PR publication an impact on Social media? Search for the headline and apply the “5Ws”: HOW Measuring the performance of PR on social media
  38. 38. Has my PR publication an impact on Social media? Search for the headline and apply the “5Ws”: WHAT Measuring the performance of PR on social media
  39. 39. Has my PR publication an impact on Social media? Search for the headline and apply the “5Ws”: WHO Measuring the performance of PR on social media
  40. 40. Conclusion
  41. 41. Performance of PR on Mainstream media -Same scope for yourself and for your competitors -Indicate what’s included in the SOV and look at the trends -Global projects will need local support (local competitors, translations) -Prefer the impression over AVE -Adapt the impression and qualify the data (manually/automatically) -Don’t hesitate to open the subject to research topics Performance of PR on Google -Suggestion terms and google results Performance of PR on your own channels -Evolution of your community & engagement Performance of PR on Social Media -5Ws to analyse the propagation of a publication: What, When, Where, Who, How Main Takeaways
  42. 42. - PR, CI, MI & SMM activities are merging - Digital Analyst Hubs /DCC to aggregate multiple feeds (external&internal) - Machine learning / more artificial Intelligence Where is it going?
  43. 43. THANK YOU @OliverGirard www.digimind.com ogirard@digimind.com

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