This document discusses how companies can better measure media in the digital age. It outlines that clients need data to make decisions and are looking to track campaigns, manage crises, discover opportunities and risks, understand sentiment, and engage influential voices. New tools allow for highly customized searches and monitoring across traditional and social media to analyze topics, trends, brand image, and identify who is writing about a company. Engaging with influencers and tracking metrics beyond AVE, like sentiment, reach, and key performance indicators can help companies discover opportunities, manage risks, and ultimately measure success.

1. Measuring Media in the Digital AgeGeorg AckermannMedia Lab Team LeaderContent 101 – Singapore, December 10, 2010©2010 Georg Ackermann

2. Clients…©2010 Georg Ackermann

3. PR companies &Corporate Communications©2010 Georg Ackermann

4. needDATAto take decisions

5. DIY…©2010 Georg Ackermann

6. … or highly customised©2010 Georg Ackermann

7. ©2010 Georg Ackermann

8. Clients are looking for…Monitoring and BenchmarkingTracking campaignsCrisis ManagementDiscovering threats and opportunitiesSentimentEngaging with the “Influential”Metrics©2010 Georg Ackermann

9. Tracking Campaigns©2010 Georg Ackermann

10. “Ambush” vs. Official SponsorshipNike launches Youtube campaignWorldcup starts©2010 Georg Ackermann

11. Customised searchesFactiva limits queries to 2048 charactersInsight allows up to 15,000 characters per concept©2010 Georg Ackermann

12. Crisis ManagementDiscovering threatsSentimentReputation Management©2010 Georg Ackermann

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.Warren Buffet©2010 Georg Ackermann

14. Communications Objectives & StrategyPlanning, Execution, ControlMonitorDiscoverEngageAnalyse research & promote the buzz issues, trends& strategies forimpact opportunities & risks in time to act& pinpointbetter the influential©2010 Georg Ackermann

15. Monitor©2010 Georg Ackermann

16. MonitorAnalyseAnalyse - Break it down©2010 Georg Ackermann

17. AnalyseWhat are topics/ issues discussed?Who are they talking about?How is your media footprint globally?How good is your brand image?©2010 Georg Ackermann

18. AnalyseWhat are trends in traditional vs. social media?What are keywords of your brand coverage?Who is writing about you?©2010 Georg Ackermann

19. ©2010 Georg Ackermann

20. Discover©2010 Georg Ackermann

21. Discovering opportunities©2010 Georg Ackermann

22. “fuel cells”Here is when you want to investEmerging trendMedia CoverageHere is where your investment pays offMomentum phaseTime©2010 Georg Ackermann

23. Engaging the Influential©2010 Georg Ackermann

24. Who you should track©2010 Georg Ackermann

25. What you should trackSource: Ogilvy Public Relations©2010 Georg Ackermann

26. ©2010 Georg Ackermann

27. Social Media Crisis Nestlé unwillingly put public attention to Greenpeace's video campaign©2010 Georg Ackermann

28. Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page ©2010 Georg Ackermann

29. ©2010 Georg Ackermann

30. MetricsMedia Measurement©2010 Georg Ackermann

31. Meet the board…©2010 Georg Ackermann

32. AVE (Advertising Value Equivalent)… puts monetary value on media coverage … measures column inches or broadcast seconds (“earned media”)… multiplies these by the equivalent cost of advertising in the same media©2010 Georg Ackermann

33. FAIL!AVE – not really equivalent… measurement tool to assessprominence and costWhat about sentiment, exclusivity and context?What is the impact on the target audience?©2010 Georg Ackermann

34. …you’re fired!©2010 Georg Ackermann

35. “Results-based” methods…tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)

36. prominence and placement

37. credibility and targeted reach of the medium, impressions

38. appearance of key messages

39. comparison to previous performance, expected results or competitors©2010 Georg Ackermann

40. KPI (Key Performance Indicator)Source: Altimeter Group©2010 Georg Ackermann

41. KPIsResultsCostHow is the share price reacting?©2010 Georg Ackermann

42. Success…©2010 Georg Ackermann

43. ©2010 Georg Ackermann

44. Media LabSome recent Media Lab success…©2010 Georg Ackermann