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©2010 Dow Jones & Company©2010 Georg Ackermann

Georg AckermannMedia Lab Team LeaderContent 101 – Singapore, December 10, 2010

Measuring Media in the Digital Age


Clients…


PR companies &Corporate Communications

©2010 Dow Jones & Company

DATA

to take decisions

need


DIY…


… or highly customised


Clients are looking for…

Monitoring and BenchmarkingTracking campaignsCrisis ManagementDiscovering threats and opportunitiesSentimentEngaging with the “Influential”Metrics


Tracking Campaigns


“Ambush” vs. Official

Sponsorship

Nike launches Youtube campaign

Worldcup starts


Factiva limits queries to 2048 characters

Insight allows up to 15,000 characters per concept

Customised searches


Crisis ManagementDiscovering threats

SentimentReputation Management


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


Communications Objectives & Strategy

Planning, Execution, Control

Monitor Discover Engage

research & promote the buzz

issues, trends& strategies for

impact

opportunities & risks in time

to act

Analyse

& pinpointbetter the influential

©2010 Georg Ackermann


Monitor


Monitor Analyse

Analyse - Break it down



Analyse

Who are they talking about?

What are topics/ issues discussed?

How good is your brand image?

How is your media footprint globally?



Analyse

What are trends in traditional vs. social

media?

Who is writing about you?

What are keywords of your brand coverage?



Discover



Discovering opportunities


Media Coverage

Time

Emerging trend

Momentum phase

“fuel cells”

Here is when you want to invest

Here is where your investment pays off


Engaging the Influential


Who you should track


Source: Ogilvy Public Relations

What you should track


Social Media Crisis Nestlé unwillingly put

public attention to Greenpeace's video

campaign


Activists change their Facebook profile photos to anti-Nestlé slogans and start posting to the Nestlé fan page


MetricsMedia Measurement


Meet the board…


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



AVE – not really equivalent… measurement tool to assess prominence and cost


What about sentiment, exclusivity and context?

What is the impact on the target audience?

FAIL!


…you’re fired!


“Results-based” methods…

• tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)

• prominence and placement

• credibility and targeted reach of the medium, impressions

• appearance of key messages

• comparison to previous performance, expected results or competitors



KPI (Key Performance Indicator)


Source: Altimeter Group


KPIs


How is the share price reacting?

ResultsCost


Success…


Some recent Media Lab success…

Media Lab


Questions?

Thank you.

Media Lab

Georg AckermannMedia Lab Team Leader@derackermann

[email protected]@dowjones.com

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