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.

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Kaveh Rostampor
Meltwater Executive Director

3. OUTSIDE INSIGHTS
Using media intelligence to inform strategy
and measure success
Kaveh Rostampor, Executive Director
@Rostampor #MWBrainFood

4. 3Propositions
Company decision making will change
Media intelligence will become strategic
MarCom will be elevated to a strategic function

5. #MWBrainFood Summer 2001, Start capital: 15.000 USD5"

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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

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23,000 Corporate clients

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Informed Decisions
2001 Product Vision
Morning coffee
clients
own brand
competitors
leads
partners
product reviews
own industry

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“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

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Big data company: We process 100 million
documents and 2 trillion searches every day
data
capture
data
enrichment
proprietary
search
engine
real-time
analytics

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We track Leading Performance Indicators
(LPIs)
real-time
analytics
Client
Satisfactions
Industry
Trends
Competitive
Intelligence
Brand
Perception
Share
of Voice

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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

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Hiring pattern
based on
location
Cision Lexis Nexis Meltwater Vocus
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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

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Cision Lexis Nexis Meltwater Vocus
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Management
Management
Engineering
Engineering
Engineering
Marketing
Marketing
Finance
Sales
Sales
Sales
Sales
Legal
R&D
HR
Cision Lexis Nexis Meltwater
Hiring pattern
based on type

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Cision Lexis Nexis Meltwater Vocus
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Mid-Senior level
Mid-Senior level
Mid-Senior level
Mid-Senior level
Entry level
Entry level
Entry level
Internship
Associate
Associate
Associate
Associate
Director
Hiring pattern
based on level
Cision Lexis Nexis Meltwater

16. Mining internal data is looking at history

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

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The increased complexity drives
the development towards more
data assisted decision making

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So what are the
consequences?

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Executives will look beyond rear-view
mirror reports and develop a large
appetite to understand external data
and the road ahead

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s
22"
Decision making will look like a massive
A/B testing exercise in real-time as events
unfold

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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

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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

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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

27. Thank You
@Rostampor
#MWBrainFood

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Elaine Filadelfo
Data Editor, Twitter

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Telling stories with data
Elaine Filadelfo
Data Editor, Twitter
@ElaineF

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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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Focus on scale.
Don’t get attached to a raw number. Use reference
points to make the meaning of the number clear.

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In summary…
• Let your narrative inform your metrics.
• Think beyond the number.
• Focus on context and scale.

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Thank you!
Connect with me on Twitter: @ElaineF

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Robert Wynne
PR Pro & Columnist, Forbes

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Measuring Public Relations Value
By Robert Wynne

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Great Mysteries of Modern World
Where is the lost City of Atlantis?

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Great Mysteries of Modern World
Does Bigfoot exist?

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Great Mysteries of Modern World
Hairpiece or weave?

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Great Mysteries of Modern World
How do you measure the value of Public Relations?

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The Value of PR is …

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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.

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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

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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

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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.”

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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.

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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%.

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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

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The Barcelona Principles

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The Barcelona Principles

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Meltwater PR Measurement
Determine what Engagement Looks like on Each Channel
Measure and Quantify Engagement
Measure Reach
Competitive Benchmarking

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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

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• 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

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rob@wynnepr.com
Wynnepr.com
@robwynne
Robert Wynne

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Stewart Rogers
Director of Marketing Technology, VentureBeat Insights

59. Social Listening: A data-driven
perspective
Stewart Rogers
@TheRealSJR

60. VentureBeat covers disruptive technology
and explains why it matters in our lives
VB Insight helps business leaders make
better, more informed decisions

71. 839 brands monitored
10.2 million tweets per year
68.1% broadcast, not engage

75. 328 unanswered complaints per thousand
289 million unanswered complaints per year

77. 150 support reps
$25 million per year
$166,666 RPE

79. 2,119 respondents
6 failed to gain a return

81. Thank you!
insight.venturebeat.com
@TheRealSJR

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Kristin Hettermann
Director of Corp Communications, OCEAN Organic Vodka

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Panel Discussion
Wal-Mart Entering the e-Commerce Grocery Business

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Q&A

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Thank you!