Meltwater-præsentation til morgenseminar sep 2015
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External data is becoming one of the richest sources for business insights. Executives will look beyond their internal reporting systems in order to understand what is happening. As a consequence, media intelligence becomes strategic and the way companies are run will change. If marketing and communications (MarCom) can help provide valuable insights from external data to aid strategic decision making, it can be elevated from justifying budgets to becoming a valued resource for CXOs in understanding the competitive landscape.
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Meltwater-præsentation til morgenseminar sep 2015
- 1. Outside Insight Using media intelligence to inform strategy and measure success Christian Pedersen, Managing Director Christian.pedersen@meltwater.com
- 2. Company decision making will change Media intelligence will become strategic MarCom will be elevated to a strategic function 3Propositions 2
- 3. Meltwater is the global leader in news and social media analytics 3 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
- 4. Informed Decisions 2001 Product Vision 4 Morning coffee clients own brand competitors leads partners product reviews own industry
- 5. “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 5
- 6. Big data company: We process 100 million documents and 2 trillion searches every day data capture data enrichment proprietary search engine real-time analytics 6
- 7. We track leading performance indicators (LPIs) real-time analytics Client Satisfactions Industry Trends Competitive Intelligence Brand Perception Share of Voice 7
- 8. 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 We see a shift in focus from internal to external data 8 Fire wall
- 9. Decision making is changing in 3 key aspects 9 External data is added to the decision process 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 New data Timing Benchmarking
- 10. A new, large software category will emerge 10 News clippings Social media analytics Big data analytics based on a wide range of external data types 1st Generation 2nd Generation 3rd Generation
- 11. And MarCom has the opportunity to fill the void 11 Moving from mentions to leading performance indicators and business insights Combining media intelligence with insights found in other external data types Move from justifying your budget spend to support key decision making Analytics Beyond media Resource to CXO
- 12. 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 6. If successful, MarCom can be elevated to a valued resource for their CXO understanding the competitive landscape Summary 12
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Editor's Notes
- It’s great to see so many clients and so many people here today! Thank you for making it here : ) We entered the Finnish market 7 years ago, with zero employees and zero clients. So it feels great for us to be standing here today in front of so many people. My name is Niklas de Besche – I’m leading the Nordic organization for Meltwater and I’m also part of Meltwater’s top management team. We did a rebranding and repositioning of Meltwater a few months ago on the back of a 25million dollar investment in technology – today I’m going to talk about what we see quickly approaching on the horizon. And what impact we believe it will have for everyone in this room!
- I’m going to share 3 propositions that we in Meltwater think will fundamentally shape your industry and how you and your peers are working. Of course all of you in this room working with MarCom consider your role strategic, and it is, but I’m talking about elevating it much further than it’s considered today.
- Today we are an international company, and global leader in news and social media analytics. We are a 1000+ people today in 50 offices on 6 continents. And with 23,000 clients all over the world.
- We had a product vision back in 2001 which we are still staying true to; When a decision maker is having his or her morning cup of coffee they should be able to very quickly get an understanding of what has happened the last 24 hours. Up to date information about your own brand, competition, products, clients or your industry should help you stay on top of things and make more well informed decisions. As we believe our 2001 product vision is more relevant than ever.
- A LOT has happened since we started Meltwater in 2001. It’s a BIG Data world out there. It’s mind boggling numbers we talk about. And the vast majority of the information is publically available for everyone to process and take in.
- We started out monitoring 13 Norwegian newspapers 14 years ago, today we process over 100 million documents and do 2 trillion searches. PER DAY. We capture it from numerous sources (News, social channels, blogs, forums, public records, etc.), we enrich the data (geography, sentiment, demographics), we index the data and make it searchable, and in the presentation layer of the product we produce real-time dashboards with analytics (graphs and insights). A tweet where your brand is mentioned, that is written somewhere, can be displayed in a graph or delivered in your email or to your phone within less than 2 mins. And there are 1000’s of tweets written every second….. But the biggest value does not lie in reading all documents, but to understand the patterns and trends.
- Our goal is to track the Key Performance Indicators that matters for your business. We call them LPIs (Leading Performance Indicators) with the intent of helping you track indicators that might influence your business in the future. A example could be to understand the increasing share of voice of a competitor is getting in Germany and how that could be a threat for future sales in that region. What can you do right now to prevent that competitor from eating your lunch in the future?
- New software categories and massive companies have been built the last 30 years based on helping companies crunch and analyze internal data to better understand performance. Software categories like ERP, CRM, Business intelligence and billion dollar companies like Oracle, HP, SAP, IBM and Salesforce have been built from that need. While internal data will continue to be extremely important, we believe it is being disrupted by the explosion of external data. New billion dollar software categories and new billion dollar companies will be created from understanding and benchmarking 3rd party external data, in real-time. There’s a goldmine of information and digital breadcrumbs in external data to help understand employee behavior, client satisfaction, for doing competitive analysis, or understand hiring patterns. I’ll give you an example of how studying global job posting can give you a good sense of what your competitors are doing.
- External data is added to the decision making process We will be quicker at adapting to events as they happen We will continuously benchmark with peers/competitors