métricas emc

© Copyright 2010 EMC Corporation. All rights reserved. 1

Caso de estudio:EMC PR & PROP

Paulina López NoriegaPR Manager EMC América Latina


Antes

• Monitoreo desorganizado

• Monitoreo manipulado

• Reporte local sin estructura

• Medición por volumen


Ahora

• Impacto, no solo volumen – tier 1• Reportes estandarizados• Claro y definido pulso de los resultados• Reporteo a la medida• Comparativos fáciles de hacer y compartir

• • Targets mensuales, trimestrales y anuales

• Posibilidad de reaccionar antes de incumplir metas


¿Cómo llegamos aquí?

• PROP Tool

– Nace en UK

– Latam inicia en 2011


¿Cómo funciona?• IMPACT INDEX SCORE:– Valor automático basado en factores

específicos• Coverage type• MONEY VALUE• Agency driven• Topic• Type• EMC Prominence vs others• Influencers /customer quote• Tone


Entering your Tier One listsSimple process:1. Enter publication name2. Select type of publication

(IT, Business, Leisure or News)

3. Choose the ‘Index’• Gold (no more than 20% of

media)• Silver (~30%)• Bronze (~50%)

4. Select ‘Vertical’ or ‘Horizontal’

5. Click ‘Save and Next’(That’s it!)


Agency driven?

4. Agency Driven?• Yes – proactive (you

created the opportunity)

• Yes – reactive (the opportunity was brought to you & you worked on it)

• No – the coverage did not involve your input


¿Qué ven los directivos?


Executive Summary Q3 2012PROP Points & Proactive Articles

• Targets model was implemented in this quarter for all the agencies

• Agencies increased PROP score by 37% and proactive articles stayed flat. When compared with same quarter last year, PROP points have increased by 63% and proactive articles increased by 67%

• Latam increased in coverage by 13% from Q2 2012 to Q3 2012, and by 60% Q3 year over year.

• Negative coverage still represents zero percent of total articles.


YTD 2012

45% coverag

egrowth

YTD YOY

1834 Total tier

one articles

44%

increase in Impact

Score points

Targets model for the first time in Latam,

14% over PROP

target for Q3


36%18%

39%


36%18%

39%

Q1 15% Q247% Q3 60%

2011 2012


13%

60%


Need to increase Channel -22% Q/Q

Big Data continues to grow steady, 64% Q/Q.

IT Trans grew 1% Q/Q, and corporate 4%

Trust grew 77% Q/Q


• In Q3 Y/Y proactive articles grew 67%; reactive was up by 71%. No agency increased 6%

• Comparing Q2 vs Q3 proactive remained flat, while “no” decreased -30%. Reactive grew 62%

• We will include proactive metrics for 2013

• “No” is decreasing high on metrics


Or this format for monthly QBRs


Clips Interviews Events Editorial meetings Byline Case

studies

671 58 12 12 10 4

SOCIAL MEDIA *june 4th to dateTwitter(Followers)

EMC Latam – 965 to 1154 (19.5% increase) EMC Brasil –526 to 594 (12.9% increase)

Facebook(Likes)

EMC Espanol –650 to 791 (21.6% increase)EMC Brasil – 513 to 693 (35% increase)

* Average of new users per day : 2 in Latam and 1.5 in Brazil

Q115% Q285% Q3146% Q4153


37%

18%

37%

11%


Targets


2012

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Grand Total January Argentina 38.45 59.63 106.46 51.72 48.33 39.28 26.50 164.03 96.26 86.25 125.62 109.23 951.76 64.08Brazil 3.73 140.67 116.22 196.02 240.01 377.65 283.88 283.24 282.97 437.76 337.14 229.64 2928.93 191.53Central America 28.52 31.84 62.04 43.79 59.73 119.30 88.98 69.66 74.22 16.69 594.77 105.91Chile 77.17 177.88 215.94 197.91 192.45 163.18 133.79 152.69 253.81 337.96 197.16 87.31 2187.25 72.52Colombia 37.37 42.60 73.27 126.47 147.70 61.03 69.01 246.50 111.30 129.64 76.63 20.26 1141.78 41.54Mexico 81.18 94.24 169.88 102.57 160.87 99.14 140.15 176.55 138.11 123.52 89.93 52.23 1428.37 188.67Peru 50.47 32.04 88.29 48.81 96.61 82.63 75.74 167.47 61.92 111.15 146.19 22.99 984.31 101.82Venezuela 18.97 24.71 51.39 55.38 66.64 41.93 55.14 39.64 113.58 110.49 78.21 33.41 689.49 77.78Grand Total 307.34 571.77 849.97 810.72 1014.65 908.63 843.94 1349.42 1146.93 1406.43 1125.10 571.76 10906.66 843.85

2013Q1 Q2 Q3 Q4

Jan Feb MarQ

TOTAL Apr May JunQ

TOTAL Jul Aug Sep Q TOTAL Oct Nov Dec Q TOTALArgentina 68.18 71.56 127.75 267.49 62.06 58.00 47.14 167.20 31.80 196.84 115.51 344.15 103.50 150.74 131.08 385.32Brazil 86.87 168.80 139.46 395.14 235.22 288.01 453.18 976.42 340.66 339.89 339.56 1020.11 525.31 404.57 275.57 1205.45Central America 40.80 45.89 34.22 120.91 38.21 74.45 52.55 165.20 71.68 143.16 106.78 321.61 83.59 89.06 20.03 192.68Chile 88.75 213.46 259.13 561.33 230.94 195.82 195.82 622.57 160.55 183.23 304.57 648.35 405.55 236.59 104.77 746.92Colombia 42.98 51.12 87.92 182.02 177.24 73.24 82.81 333.29 82.81 295.80 133.56 512.17 155.57 91.96 24.31 271.84Mexico 93.36 113.09 203.86 410.30 123.08 193.04 118.97 435.10 82.81 295.80 133.56 512.17 148.22 107.92 62.68 318.82Peru 56.93 38.45 105.95 201.33 58.57 115.93 99.16 273.66 90.89 200.96 74.30 366.16 133.38 175.43 27.59 336.40Venezuela 21.82 29.65 61.67 113.14 66.46 79.97 50.32 196.74 66.17 47.57 136.30 250.03 132.59 93.85 40.09 266.53

Grand Total 499.68 732.01 1019.96 2251.66 972.86 1078.45 1099.93 3170.17 927.36 1703.24 1344.14 3974.75 1687.721350.1

2 686.11 3723.95


Q1

Jan Feb Mar Q

TOTAL March Q1 2013

Targ Act Diffnc Targ Act Diffnc Targ Act Diffnc Q Targ Act Diffnc % completion to date

Argentina 68.18 64.08 -4.10 71.56 136.02 64.46 127.75 151.90 24.15 267.49 352.00 84.51 Argentina 84.51 24%

Brazil 86.87148.11 61.24 168.80 606.97438.17 139.46 415.27 275.81 395.141170.35 775.21 Brazil 775.21 66%

Central America 40.80105.91 65.11 45.89 104.07 58.18 34.22 126.22 92.00 120.91 336.20 215.29

Central America 215.29 64%

Chile 88.75 72.52 -16.23 213.46 237.12 23.66 259.13 346.70 87.57 561.33 656.34 95.01 Chile 95.01 14%

Colombia 42.98 39.23 -3.75 51.12 74.05 22.93 87.92 212.36 124.44 182.02 325.64 143.62 Colombia 143.62 44%

Mexico 93.36132.72 39.36 113.09 139.25 26.16 203.86 96.61-107.25 410.30 368.58 -41.72 Mexico -41.72 -11%

Peru 56.93 48.88 -8.05 38.45 145.78107.33 105.95 82.60 -23.35 201.33 277.26 75.93 Peru 75.93 27%

Venezuela 21.82 77.78 55.96 29.65 71.72 42.07 61.67 111.70 50.03 113.14 261.20 148.06 Venezuela 148.06 57%

Grand Total 499.68689.23189.55 732.011514.98 782.97

1019.96

1543.36 523.40 2251.66

3747.57 1495.91 Total 1495.91 40%


Targets vs Actuals Q4Q4 Clippings Interviews Events Bylines Case

studiesEditorial meetings

Feature story*

Prop Target

Argentina Target 48 8 1 2 1 1 0 147.62 Actual 52 10 3 2 0 0 2 243.56

Brazil Target 160 13 1 2 1 2 1 695.82 Actual 244 19 3 1 2 2 0 1007.62

CCA Target 12 2 1 1 1 1 0 91.29 Actual 34 4 0 0 0 0 0 160.57

Chile Target 56 4 1 1 1 1 0 543.14

Actual 74 5 1 1 0 0 0 622.43Colombia Target 40 5 1 1 1 1 0 269.01

Actual 69 8 1 1 0 7 0 226.53Mexico Target 76 12 1 2 1 2 0 416.46

Actual 83 11 2 3 1 1 0 265.68Peru Target 28 2 1 1 1 1 0 218.63

Actual 79 2 2 1 0 1 0 271.20Venezuela Target 40 3 1 1 1 1 0 173.18

Actual 52 4 1 2 1 1 0 218.15


Pros & CosPROs• Estandariza• Objetivos basados en

históricos• Genera competencia

CONs• Es manual – consume

tiempo• Cada agencia califica -

subjetivo• La tendencia es más

importante que el resultado


THANK YOU