how to build bulletproof communication strategy with measurement tool
TRANSCRIPT
www.commetric.com 1
www.commetric.com
Introduction
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• Verizon & Commetric - partners since 2006
• Commetric produces monthly and annual analyses of Verizon’s media coverage across 15 European and Asian markets
• In 2013, Verizon and Commetric won Gold in AMEC’s International Grand Prix award in the Best Use of Business-to-Business Communication Management category
This webinar will use the Verizon gold-winning case study to discuss how Verizon uses:
• Data to develop an independent and objective evaluation of communications activities
• Media intelligence to feedback into communication programme planning
• AMECs measurement framework to ensure measurement results are meaningful and useful.
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The Case Study in Summary
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Measurement objectives & solutions
Execution
Analysis in 15 markets and 9 languages, coverage sourced by Commetric and as reported by agencies. Timely data delivery and interactive dashboard for transparent workflow and proactive information availability outside PR team. Analysis from multi-lingual analysts in Commetric’s media lab.
• Develop media tiering based on circulation, audience data and reputation • Agencies targeted on achieving 30% of coverage in tier 1 publications, 10% in business/national
• Measurement in all of these areas
• Annual report and ongoing scorecard to inform agency review process and form basis of next year’s KPIs • Developed alongside sourcing team to ensure in line with sourcing guidelines
Reach senior decision makers at mutinationals
Grow volume of coverage year on year, and ensure good balance of themes
Demonstrate value for money in communications
process
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Verizon delivers the promise of the digital world.
“The accelerator in the global economy is
digital technology, which injects the disruptive
force of exponential change into every aspect
of business and society. Verizon is in the
middle of this digital world, as both the agent
and the subject of change.”
Lowell McAdam, Chairman and CEO, Verizon
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We are Verizon. • Fortune 500
rank: #13
• $30.5 billion in
second-quarter
revenue (2016)
• 162,700 employees
For second-quarter 2016:
LTE covers 98% of U.S. population
113.2 M total retail connections
XLTE covers 466 markets
Largest all-fiber Fios network
5.5 M Fios internet and 4.6 M Fios video connections
500 mbps upload and download speeds
Global IP network
99% of Fortune 1000 customers
Products and solutions
Innovating in entertainment, digital media, the Internet of
Things and broadband service
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The Verizon global network
LEGEND Verizon Private IP Available
Verizon Submarine Cable
Investments
Major Submarine
Cable Systems
Future Submarine
Cable Systems
Terrestrial Network
Data Center
Cloud Data Center
Capital City
Connecting City
Satellite
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Verizon Enterprise Solutions
Managed Services Platform
Network Operations Professional Services Portals Cyber Security Analytics
People and things
Secure Cloud Interconnect
Contact Center
Verizon Application Delivery Platforms
IoT Data Center Services
Network as a Service
HQ
Unified Comms
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MEASUREMENT PROGRAMME
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Communications
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Programme development, coordination
and management
Event & programme
support
Messaging documents
Byline articles Proactive pitching
Customer endorsements
Crisis management
Media training Internal liaison
Internal / Executive Communications
Sales, Finance, HR
Field Marketing & Thought Leadership
Legal & Regulatory Industry Analyst
Relations
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Agency Management
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Annual SOWs: Clear and transparent goal setting with targets for:
• Activity
• Media tiering
• Coverage volume
• Themes
• Roles and responsibilities
In addition:
• Annual PR plan
• 6 monthly agency reviews & forward planning
• 6 monthly updates of media tiering
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Commetric
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Focus reviewed annually to ensure analysis supports business goals
Upfront sentiment analysis
Full analysis only on favourable coverage in tier 1-2 media
Qualitative analysis against:
• Defined search terms
• Defined themes
• Defined verticals
• Specific markets
• Defined media tiers
In addition, tracking of:
• Media messages
• Spokespeople
• Top publications
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News Trigger Points
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• Key programmes – eg DBIR 2016
• Thought leadership papers
• Speaking engagements
• Publication/Industry event participation
• Senior executive visits
• News
• Proactive story placement
• News-hijacking & more
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Activity – Outputs – Management KPIs
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Activity – Outputs – Management KPIs
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Outputs - Themes
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Outputs - Volume
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Outputs – Audience Reach
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Outputs - Spokespeople
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Outputs - Drivers
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Impact of Data Breach Investigations Report
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29% 61%
39% 45% 74% 59% 62% 71%
71% 39%
61% 55% 26% 41% 38% 29%
0%20%40%60%80%
100%
JUNE2008
APRIL2009
JULY2010
APRIL2011
MARCH2012
APRIL2013
APRIL2014
APRIL2015
Data Breach Investigations Report - Launch Date
DBIR release coverage % Other coverage drivers %
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Outputs
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020040060080010001200
0100200300400500600700800900
Overall Q Target vs. Actual
Q1 actual
Q2 actual
Q3 actual
Q4 actual
Q Target
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Conclusion
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PR & Communication Professionals
Media Monitoring
Campaign Tracking
Influencer Mapping
Crisis Monitoring
Daily digests Real-time
alerts
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