media measurement solutions from the global media analyst team at carma 1615 m street, nw; suite 750...

MEDIA MEASUREMENTSOLUTIONSFrom the global media analyst team at CARMA

1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com


CARMA’S OFFERING: CONNECTING CLIENTS’ OUTLAY, OUTPUT, OUTCOME

ConsultingPre-campaign, formative, post-campaign evaluative insights, implications and data to demonstrate ROI , validate intuition and drive strategy

Market ResearchIn-family affiliations: 50+ global polling and market research firms helping us help clients connect output to outcomes

Traditional & Social Media Measurement & Analysis Bridging the gap: a human eye on traditional media for nuance & a partially-automated method applied to social media for volume and speed.


AutomotiveDaimlerChryslerFord Motor CompanyGeneral MotorsToyotaVolkswagen

Consumer ProductsAmwayArm & HammerBen & Jerry’sCoppertoneEastman KodakGeneral MillsKFCMcDonald'sNikeOcean SprayPizza HutProcter & GambleSC Johnson

EnergyABBAmerican Petroleum InstituteConstellation EnergyEntergyE.ON (LG&E)ExelonHalliburtonNortheast UtilitiesPacific Gas & ElectricSaudi AramcoSiemansStatOilHydro

Financial ServicesAmerican ExpressCitigroupJPMorgan ChaseMastercardNasdaq Stock MarketVISA International

Government Perot Government SystemsSSA

PharmaceuticalAstraZenecaClaritin Eli LillyNovartisPfizer

Services / HospitalityHoliday InnMarriott International

TechnologyHewlett-PackardIBMIntelMicrosoftPhilips ElectronicsSAPYahoo!

TelecommunicationsLucentMotorolaNokiaQualcommQwestSprint Nextel

TransportationAir CanadaAmerican AirlinesBoeingBombardier AerospaceBritish Airways

Associations/OrganizationsNat’l Cattlemen’s Beef AssocRobert Wood Johnson FoundationWorld BankUNICEF

CLIENTS

PR AgenciesOgilvyBurson-MarstellerMS&LRuder-FinnTaylor PRCoyne PR


GLOBAL REACH: 14 OFFICES IN 11 COUNTRIES


CARMA’S STRENGHTS (compared to fully automated solutions)

Quantitative and qualitative analysis of traditional & social media with an unmatched, flexible, customizable blend of

human-based methods for nuance and depth with automation for volume and speed; delivered through both online dashboards and deeply analytical, written reports

Deep•Human-based analysis•Accuracy•Quality-controlled data•Nuance, context•Analysis…not just data•Depth of analysis / analytical commentary•Demonstrating trends over time, not just snap shots in time•Placing clients’ media performance in comparative context•Correlating outputs with outcomes•Consulting on all things PR research & measurement

Flexible•No extra charge for additional search terms, key messages, issues•365/24/7 access to data•Cross-tabulating/filtering

• (some self serve, more via CARMA analysts)•Direct access to senior-level analysts•Portal + written report preparation•Access to data in between regular reporting periods•Written-reports as frequently as needed•Optional, ad-hoc, as-requested special reports•Monitoring all social media•Correlating outputs with outcomes•Consulting on all things PR research & measurement

MEDIA MEASUREMENT SOLUTIONSFrom the global media analyst team at CARMA

MONITORING

MEASUREMENT

REPORTS

DASHBOARDS


MEDIA MONITORINGCARMA NEWS ACCESS

•View top line data in easy-to-navigate format

•Sort and filter data by keyword, topic, date, publication, byline, division, type of media

•Easy-to-share information: export raw data, print/save charts, email articles

•Drill down to the full text of each story or post

•Conduct ad hoc searches for articles

•Use data breakouts and trends as early warning system for spikes on key issues


MEASUREMENT CARMA ONLINE

•CARMA Online houses all your related research data

•Allows users to filter the data based on a wide array of parameters

•Enables customized searches

•Offers drill down to original source material

•Links to monthly slide presentations and any additional special analysis and reports

•Is available 24 hours a day, 7 days a week, 365 days a year

Availability 24/7/365

Update frequency Based on client’s needsFormat of data Charts, graphs and record tables, no expirationFull text availability Yes, links provided at article/post drill down level

Ability to print or export

Site is Flash-based, but there is a tool for printing a static version of each chart, and an option to export the raw data to a CSV file

Data filtering capabilities

By date, media type, prominence, issue, message, spokesperson, media source name, journalist or blogger, geographic region or country

Search capability Yes


We analyze so you don’t have to. Our reports are supplemented by clients’ 365/24/7 access to CARMA Online to manage the ‘day-to-day’ with some cross-tabbing and exporting of charts & graphs

REPORTS


CUSTOM DASHBOARDS


ELEMENTS TRACKED

• Article date• Headline• Media Name tied to geographic and circulation information; can be tied to demographic data

• Article type• Journalist and affiliation (if noted)• Brand, corporate and industry topics unlimited number of customized topics tracked

• Positive and negative messages unlimited number of customized messages

• Sources quoted, affiliation and bias of comment• CARMA Favorability Rating

For every story researched, CARMA tracks (at minimum) the following elements:


In addition to tracking, analyzing and cross-tabbing wide range of topics, issues, attributes or variables…

…CARMA examines and scores factors that speak to the quality of the story + how favorable the story was in its entirety & context.

Placement• Headline• Photo/Logo• Size/Length• Position

Sources/Messages• Fav/Unfav Sources• Pos/Neg Messages

Tone• Overall Pos/Neg Tone

FAVORABILITY RATING


SOCIAL MEDIA MONITORING &

MEASUREMENTCARMA HeartbeatPowered by Sysomos


•Integrated traditional & social monitoring—one portal

•Integrated traditional & social reporting

•Best blend of human and automated-based analysis

•Best blend of nuance, context, volume and speed

•CARMA’s methodological rigor applied to social media

•Ease of export / creating top-line reports

•189 Languages / instant translation into 55

•Coming soon: a robust social media index Bridge the Gap with Human analysis but not the full CARMA method applied to only a sample of client’s social media universe. Focus on tone, messages, sources.

WHY CARMA HEARTBEAT?


Language processing and text analytics to understand emerging

trends and topics.

Sentiment. (That ‘learns.’ It can be manually overridden)

Age, gender, city-level geography, language and other demographic

information.

Compare by competitors or topics.

CARMA HEARTBEAT


CARMA CONNECT

Linking media performance to tangible outcomes


CARMA Connect is a statistically sound method that provides you with hard data:

•Demonstrating tangible ROI

•Illustrating the real value of your media coverage

•Helping you move beyond the anecdotal and intuition toward data-driven decision-making

•Helping you maintain or grow your budgets and staffing levels

CARMA CONNECT: LINKING MEDIA PERFORMANCE TO TNAGILBE OUTCOMES


CARMA CONSULT

Consulting on all things PR Research & Measurement


Research & measurement strategy/ framework creation & integration

Linking outputs to outcomes:

measurable objective setting

correlating media performance with any number of organizational tangibles (link to CARMA Connect)

demonstrating a causal relationship between communications outputs and outcomes,

demonstrating the unique contribution that PR has made to the marketing mix,

Stakeholder relationship tracking

Reputation tracking

Employee engagement research

Effectiveness of leadership communications

Effectiveness of sponsorships and experiential marketing

CARMA CONSULTS ON ALL THINGS PR RESEARCH & MEASUREMENT


WHY CHOOSE CARMA?

Experience: We are the world’s longest established media analysis firm, and we have worked with hundreds of clients including numerous Fortune 500 firms as well as mid-sized companies

Methodology: A strong methodology is the power behind our analysis and remains unmatched in the industry; our measurement system was developed in conjunction with PR and survey research professionals, and has been evaluated and endorsed by university professors

Insight: We go beyond “hits,” “counts” and a mass of numbers to provide context, insights, implications and strategic considerations through true media analysis; we provide far more than just do-it-yourself web-based tools

Global Reach: We have the strongest international media analysis network, with 14 global offices dedicated to the same media measurement principles and methodology

Output to Outcome: We have a unique set of methods and people with experience in properly applying those methods that enable us to connect media performance data with clients’ tangible outcomes

Objectivity: As an independent research firm we are able to offer objective analysis and are free to work with other best-in-class partners

Technology: Our human-based research process is complemented by technology, when and where appropriate; we offer clients web-based access to their data so that they may conduct their own ad hoc queries, but we back this up with expert analysis that puts the data into context

Customization: Our measurements and deliverables are not limited to a set of pre-defined web metrics or a software template; we completely customize each client measurement program, from the types of measures included to the type of deliverables; we will work closely with you to fully understand your goals and comprehensively address all of your objectives

Affiliations: CARMA International is affiliated with the Gallup International Association / Worldwide Independent Network of Market Research companies comprised of more than 50 of the largest independent public opinion and market research companies


Albert Barr, Founder, Chairman

• First to commercialize media analysis in 1984• 40 years in public relations & journalism

Alison Tedor, Senior Vice-President

•16 years with CARMA•Manages major IT accounts; technical and new product development teams•BSC: Foreign Service with a major in International History.

Alan Chumley, Senior Vice President

•13 years in the PR industry: in-house corporate, agency, measurement supply-side•Former Director of Measurement at Hill & Knowlton•MA in Communication, Media & Culture (research on: media effects & uses, audience studies, reception analysis)

Sonia Lafountain, Vice-President, Operations

•5 years with CARMA, 10 years with LexisNexis•Manages major accounts across all industry sectors•MBA, MA in International Policy and Foreign Language Studies

Chris Scully, Vice President , Research

•10 years with CARMA•CARMA’s chief methodologist•Worked as a writer in the White House during the Clinton, BA in Political Science

MANAGEMENT TEAM


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media measurement solutions from the global media analyst team at carma 1615 m street, nw; suite 750...

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