The seminar by Mark Linder discusses the evolving role of strategic media analysts who must embrace a proactive approach to understand the changing landscape of media influence. Emphasizing the importance of broader analysis beyond traditional media outlets, it explores topics like social media dynamics, influence mapping, and the necessity for real-time tracking of trends and public sentiment. The document highlights that effective strategic analysis now requires integrating various media types and understanding the intricate dynamics of public discourse.

1. Evolve!The future of Strategic Media AnalysisM-Brain Business Intelligence SeminarMark Linder7 October 2010, Helsinki

2. This is a pivotal time for the strategic analyst of mediaStrategic analysis can move to a proactive roleThis role can put the analyst at the centre of strategy and decision-supportNew tools and more creative methods are available – and necessary

3. Today...Context-settingThe new monitoring paradigmExamples Discussion

4. What is the purpose of online research and analysis, anyway?

5. The capability at your fingertips is changingYesterdayUnderstand what tier I and trade media is saying, reactivelyTodayUnderstand what all media is saying, proactivelyAnalyze threats, sources, and rising topicsTrack what real people think, and who is influencing them

6. Strategic media analysis is not only about what the media is saying... It is not only about what real people think about your chosen topic, entity, brand...

7. ...It is also what people are saying about what others thinkabout that topic

8. The world has fundamentally changed

9. Two big changes – only twoEverything else is a variation

10. There are no more majoritiesWe are in the age of the coalition

11. Western society has gone from deference to reference

12. "The price we pay for the growth in egalitarianism offered by the Internet is the decentralized access to unedited stories. In this medium, contributions by intellectuals lose their power to create a focus.“ -- JuegenHabermas, quoted by Andrew Keen, “The Cult of the Amateur”

13. We live in the age of instant

15. “Never underestimate the importance of fast.”-- Eric Schmidt*

16. Journalists are adapting

17. “For the journalist, the deadline – any deadline – is a luxury”-- Andrew Lyons

18. Wikipedia “copy/paste” journalism....What’s out there... Grab it... Amend it...Push it outJournalists are, in a way, re-tweeting....

19. Implications for us

20. Topic and theme analysisWhat are the trending topics, and main themes being discussed?

21. Topic and theme analysismust include Influence MappingAre sites cross-referencing each other?Which sites/voices are the most influential?What are they saying?How does this change over time?

22. Social Media AnalysisWhich media should you be analysing?Should it be the most influential? The most authoritative?The 'Buzziest'?What media classifications are the most useful for your needs?Which analytics are meaningful to you?

23. Story moves....

29. What does this mean for us?

30. 1. Going broader, not just deeper

31. “Tier I” media is a reflection, a magnifier – need more

32. You have always gone deeper-- “trade” press has always been where media gets its intelligence

33. But now, you have to go broader...

34. The new “Tier I”YesterdayTier I -- NY Times, BBC, CNN, Guardian, etcThe supporting trade mediaTodayTier I -- NY Times, BBC, CNN, Guardian, etcSupporting trade mediaAnd, the big 5And, the relevant blogs

35. Going broader -- the big fiveTwitterYouTubeLinked-InFlickrFacebook30M tweets/day200K clips/day50M users4B photos540M active users

36. Topic and Theme AnalysisBP oil spillSocial media activity here was most stimulated by images of the spill… not by stories about the politics or environmental impact……celebrity engagement also stimulates social media reactions!

37. Pictures, not words -- BP oil spill

38. Tracking the opponents – BP oil spill18,000 followers @BP_America With sunny skies, lower temps, clean beaches, Fall is a great time to visit Gulf Shores & Orange Beach190,000 followers @BPGlobalPRReports of 79% of the oil remaining in the Gulf are false according to the pie chart we made ourselves

39. Tracking the semantics -- HomeSunHomeSun is a solar generation company that funds the homeowner investmentSemantic analysis shows that the launch was treated as a renewable energy economy story, not a “solar” story

40. Assessing strategic themesUganda Analysis – public issuesEthnic and Religious TensionsAssessed Strategic ImportanceConflict and violenceTortureContracep-tionUnemploymentRefugees and IDPsLack of EducationKidnapAgricultureTerritorial DisputesHIV/AIDsPovertyEconomic InstabilityOilInter-national AidHousingHigh Infant Mortality RatesCorruptionRestriction of political freedomWater Manage-mentShort Life ExpectancyDiseaseKey:Size of circle = Assessed level of public interestColour of circle = Assessed strategic importanceOverlap = Interrelated issuesHIGH LOW

41. The digital discovery toolboxMediaBlogs & ForumsSocial MediaWebsitesSearch

42. 2. Tracking the dynamics, not just the story

43. For example, search is a dynamicGoogle has the best indexGoogle makes available good toolsAlertsTrends, trends for websitesInsights for search

44. Insights for search – N8 news

46. Contrast with N8 web – different geography

47. An example where the dynamic IS the story

50. 3. Influence mapping

51. Influence MappingLondon Fields ShootingIn influential online media this turned out to be as much (or more) a political story as a policing story

52. Influence MappingLondon Fields ShootingMayor of HackneyChief SuperintendentDetective SergeantPolice are very much part of the story!

53. SummaryJournalism is a free-flowing copy/paste river, where words, video, pictures play an interrelated roleStrategic analysis goes beyond words, and beyond Tier ITopic analysis requires a look at rising trendsMust be married to dynamics to see what’s behind the storyYour product is insight

54. Discussion

55. CreditsAndrew Lyons (perspectives on journalism)Darrell Berry (influence maps and topic analysis, BP, Metropolitan Police)James Thomlinson (digital discovery toolbox)Nicholine Hayward (domestic violence example)Olton (Uganda strategic themes)Tim Bell (perspectives on change)

56. Thank youMark Linder, Bell-Pottinger Sans Frontièresmlinder@bell-pottinger.co.uk