Meltwater's BrainFood came to San Francisco this August to help answer the questions that are on everyone’s mind – and serve up tasty debate on the hottest topics in marketing.
Communications experts from Forbes, Twitter, VentureBeat, and Ocean Vodka discussed the latest trends in social media and PR. Attendees heard about new developments in data-driven communications – and found out what publicly available data can tell you about your business, your audience, and your competition.
6. #MWBrainFood
Meltwater: Global leader in news & social media analytics
FOUNDED 2001
in Oslo, Norway
HEADQUARTERS
in San Francisco
1000+ employees
worldwide
23,000
corporate clients
50 offices across
6 continents
Built without
external funding
$15k
9. #MWBrainFood
“Every two days now we create as much
information as we did from the dawn of
civilization up until 2003”
- Eric Schmidt
Executive Chairman, Google
10. #MWBrainFood
Big data company: We process 100 million
documents and 2 trillion searches every day
data
capture
data
enrichment
proprietary
search
engine
real-time
analytics
11. #MWBrainFood
We track Leading Performance Indicators
(LPIs)
real-time
analytics
Client
Satisfactions
Industry
Trends
Competitive
Intelligence
Brand
Perception
Share
of Voice
12. #MWBrainFood
Lagging Performance Indicators
30 years of rigor
in mining internal data...
BI
ERP
SFA
CRM
MRP
SCM
…is being disrupted
by an explosion of external data
Leading Performance Indicators
Product
reviews
Hiring
patterns
Competitor
analysis
InvestmentsClient
satisfaction
Employee
behavior
Real-time
3rd party data.
Benchmarked
A shift in focus from internal to external data
Fire wall
13. #MWBrainFood
Hiring pattern
based on
location
Cision Lexis Nexis Meltwater Vocus
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26
NumberofRecords
United Kingdom
United States
United States
United States
United States
Netherlands
Hong Kong
Hong Kong
Philippines
Singapore
Germany
Malaysia
Australia
Australia
Canada
Canada
France
Japan
China
Cision Lexis Nexis Meltwater
17. Mining external data is looking at leading performance
indicators and the road ahead
18. External data is added
to the decision process
New data Timing Benchmarking
DECISION MAKING IS CHANGING IN 3 KEY ASPECTS
Decisions are moved
from after-the-fact to
the point when events
start to unfold
Move from isolated
analysis to real-time
benchmarking with
peers
23. #MWBrainFood23"
The new guest of honor in the board room will be
an analytics engine benchmarking your
company with competitors in real-time on
leading performance indicators
24. #MWBrainFood
A new, large software category will emerge
News clippings Social media analytics Big data analytics
based on a wide range
of external data types
1st Generation 2nd Generation 3rd Generation
25. #MWBrainFood
MarCom has the opportunity to fill the void
Moving from mentions
to leading performance
indicators and business
insights
Combining media
intelligence with insights
found in other external
data types
Move from justifying
budget spend to
support key decision
making
Analytics Beyond media Resource to CXO
26. Summary
1. External data is becoming one of the richest sources
for business insights
2. Executives will look beyond their internal reporting
systems in order to understand what is happening
3. Media Intelligence becomes strategic
4. The way companies are run will as a consequence
change
5. MarCom can help provide valuable insights to aid
strategic decision making
30. #MWBrainFood
Let your narrative inform your metrics.
Don’t think about data as your headline.
Think about it as a supporting bullet point.
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Think beyond the numbers.
A data story isn’t necessarily one that’s full of
numbers – it’s one that uses quantitative analysis to
create a story.
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PR and Advertising Difference
"Advertising is what you PAY for -- PR is what you PRAY
for.“
PR gets editorial content on TV, internet, magazine, etc.
for your client or yourself. Trusted third-party validation.
If you tell someone how great you are (an ad), who
cares? If the Wall Street Journal or the New York Times
says you are great, everybody cares.
45. #MWBrainFood
L.A. Times Continuous Tracking Study
1998-2004
12,000 people surveyed
Attitudes about editorial, sections, advertising
Weekly phone calls, 36 questions
Measured:
! Recall
! Awareness
! Attitudinal Effect
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Los Angeles Continuous Tracking Study
Based on these metrics, Editorial Content is at least
10 Times More Valuable than Advertising
60 Times More Valuable if story is on a front section
100 Times More Valuable on the front page of the Paper
47. #MWBrainFood
How to Measure
San Francisco Chronicle story, same size as half-page
ad which costs $20,000. PR Value = $200,000
Tiny Menlo College is like home for Saudi elite
48. #MWBrainFood
Author of the Survey
30-year veteran of advertising industry. Worked for Nielsen;
Los Angeles Times for 12 years; and worked in the research
department of Grey Advertising.
"The truth is the recognition of the advertising in the paper
was very low.”
“After we buy a car or sports coat, we don't look at the ads
again. Nobody does that.”
49. #MWBrainFood
Why Advertising Equivalency (AVE)?
1. User Experience. You cannot divorce ads from magazines and TV
from editorial. Publishers make ads look like editorial because we ignore
them.
2. Buying Experience. Every day companies make decisions on how to
communicate. Do we spend our budget on ads, PR, direct mail,
events? Already happening.
3. The Market. Olive oil? Tons of steel? The market says ads are worth
$X for X space. The market has set the price. Advertising is a multi-
billion dollar global industry.
50. #MWBrainFood
The Internet changed Everything!
Google Doubleclick figures. Opening a banner ad .04%. Chance of
being struck by lightning is .03%. The Google Doubleclick network
reports the average CTR for a 468×60 display banner ad is 0.04%.
51. #MWBrainFood
The Barcelona Principles
2010 –200 PR pros, designed by committee, 7 voluntary
guidelines to measure efficacy of PR campaigns.
1. Goals
2. Measure Outcomes
3. Business Results
4. Media
5. AVE is not PR value
6. Social Media
7. Replicability
55. #MWBrainFood
Meltwater PR Measurement
Vanity Metrics
Facebook Fans/Reach
Traditional of Social Media
Impressions
Site Traffic
Twitter Followers
Number of Journalists or
Publications in a Rolodex
Actionable Metrics
Likes, Shares, Overall Engagement &
Fan growth rate
Message Amplification, Social
Shares, Mentions, Syndication,
Additional Coverage, Inbound
inquiries
Time of Page, Time on Site, Exit
Rate, Bounce Rate
RT, @mention, overall Engagement
& Follower growth rate
Press Placement
56. #MWBrainFood
• AVE + the LAT multiplier of 10 is not perfect. But it’s been
tested. It measures apples to apples. Anyone can use it.
• Advertising and editorial content are experienced together
and the marketplace already values advertising dollars.
• The Power of 10. I think that is a good place to start.
SUMMARY
60. VentureBeat covers disruptive technology
and explains why it matters in our lives
VB Insight helps business leaders make
better, more informed decisions