brand monitoring to the c-suite
TRANSCRIPT
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Brand Monitoring:Delivering Actionable
Business Intelligence to the C-Suite
Henry P. Feintuch - President, Feintuch CommunicationsHunter Hoffmann - Head of US Communications, Hiscox
Tom Layer - Divisional Vice President of Customer Engagement, PR Newswire
Michele Putman - Director of Customer Engagement, PR Newswire
WEBINAR
Follow PR Newswire: Follow CNW:
@PRNEWSWIRE @CNWGROUP#BRANDMONITOR
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MEASUREMENT PANELISTS
Tom LayerDivisional Vice
President
PR Newswire
Michele Putman (moderator)Director of Customer Engagement PR Newswire
Hunter HoffmannHead of US
Communications
Hiscox
Henry Feintuch
President
Feintuch Communicati
ons
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AGENDA
1. How communicators currently share their communication results
2. How communicators should share their communication results
• Best practices
3. Case studies around best practices
4. Q & A
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CURRENT MEASUREMENT PRACTICES
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Current Practices
Share of Voice
129 Mentions
Audience 27Million+
AVE:$3,398,735
45 Million+ Impressions
Surveillance
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CURRENT MEASUREMENT PRACTICES
CONTENT
In communications, content is king…
In monitoring & measurement, context is king!
X
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CURRENT MEASUREMENT PRACTICES
s…
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COMPETITIVE SHARE OF VOICEAutomated w/o context
Hotel C28%
Hotel B20%Hotel A
16%
Hotel D36%Doesn’t take into consideration irrelevant
clips that may be included in the content gathered to pull these percentages
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Hotel C28%
Hotel B20%
Hotel A16%
Hotel D36%
Video of criminal activity at a particular hotel went viral
‘Free WiFi for Business Travelers’
key message highlighted
Growth plans being poorly received by the surrounding community
Employee strike that had an impact on an annual convention
COMPETITIVE SHARE OF VOICEReflected with context
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INTERNAL SHARE OF VOICEBy business division
Amenities28%
Restau-rant20%
Rewards Program16%
Price of Rooms
36%
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TONALITYAutomated w/o context
Negative Positive
27%
73%
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Negative Positive
27%
73%
TONALITYReflected with context
Car accident outside the hotel – unrelated to the hotel outside of
the geographic reference
Restaurant refurbishing across properties
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TRENDING TOPICS
0
10
20
30
40
50
60
70
80
42
2015 15 18
29
28
49
29
3
4
NegativePositive
Price Amenities Food/BevCriminalActivity
RewardsProgram
HotelEvents
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0
200
400
600
800
1000
Targeted Media
Hotel A
Hotel B
Hotel C
Hotel D
00.20.40.60.81
1.21.41.6
All Media
Hotel A
Hotel B
Hotel C
Hotel D
VOLUME
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IMPACT SCORE
+ +FEATURE
vs
Reviewvs
Mention
+ +
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Coverage Scorecard
Potential Audience:
30,484,000
3% Print articles
Potential Audience:
10,038,000
73% online sites
Potential Audience: 9,656,000
24% blogs
51Perfect Impact Scores!“When I’m traveling on business, I require the
following in a hotel: a comfortable bed, reliable
Wi-Fi, a good location and room to work.
The Hotel A fit those requirements and
beyond.” ~New York Times
0
100
200
300
400
500
Hotel A
Hotel B
Hotel C
Hotel D
Total Potential Audience: 90,635,303
Top Hits for the month: 71
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BUSINESS RESULTS
Coverage Over Time & Stock Performance*
• Stock value followed a similar curve as media coverage.
• Stock value reached the highest peak two days after the premiere event.
• The greatest amount of clips were garnered on May 19, when the campaign event debuted.
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HOW WILL THIS BENEFIT ME AS A COMMUNICATOR?
Increases the accuracy of media coverage
Gives context to your numbers
Builds your personal brand
Provides leverage for your strategy/tactics
Impacts the bottom line
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CASESTUDIES
presented by
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Using branded entertainment and social media to increase brand
awareness
• Hiscox-branded web series about five friends who get laid off and start their own businesses
• 20 episodes over two seasons
• Over 10 million views
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Hiscox Objectives
• Increase awareness of the Hiscox brand in the US
• Drive traffic and increase SEO rankings
• Establish Hiscox USA as a trusted voice
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Why did this make sense?
• 61% of small business owners actively use social media to identify new customers– 75% of small businesses have a Facebook page– 57% use LinkedIn to build their network
• Americans watch approx. 100m online videos per week
• 72% of US web users watching clips online
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Using influencers to gain credibilityGuy Kawasaki Former Chief Evangelist for Apple, best selling author of Enchantment and social media superstar.
1,420,000 Twitter followers
Gary VaynerchukSocial media innovator, creator of Wine Library TV and best selling author of Crush It and The Thank You Economy.
1,000,700 Twitter followers
Adam OstrowEditor in Chief of Mashable – one of the largest social media, tech and business blogs in the US.
39,000 Twitter followersMashable has over 4.3M
6
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Using Social Media To Build Awareness
• Influencers spread the word via social media
• Got the media and the tech industry to help out
• Built superfans for both the show and Hiscox
Tech writer ,Bloomberg/BizWeek
1.2M followers
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40M Social Media Impressions
68% of Leap Year’s social media followers in Hiscox’s target audience of entrepreneurs, small business owners, founders, etc.
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Reaching audiences worldwide
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Editorial Highlights: 425M Impressions
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Entertainment Awards
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Corporate re-brand and promotional campaign to drive awareness and
revenue
• Sentry Centers, NYC’s largest day conference center provider was re-launching as Convene
• Build awareness amongst meeting planners, the C-suite and reach a new audience of investors
• Hard ROI to measure revenue growth
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• Successful corporate name change and awareness
• Differentiation from competitors in the space
• Increase sales to justify a funding round and expansion
Understanding Business Objectives
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Tools and Tactics
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Media Analysis
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Media Pickup
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Target Investor Relations
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Campaign Objectives Achieved
Revenues increased 21 % 85% increase
web traffic
5 Industry Awards
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Listen but then validate
Review the competitive environment
Be present and prepared to pivot
Quantity & quality
Assess key message effectiveness
HELPFUL TIPS
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