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  • Session Seven - Media Intelligence

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    PTSummer
    29 vizualizări22 pagini
    Overview: Incorporating a media intelligence plan into our daily activities, is no longer a nice to have, it’s essential to informing our work. To produce the best stories and support the best campaigns we must listen to what people have to say, understand how conversations evolve, and consistently measure and benchmark our progress. What We’ll Cover: In this session we’ll talk about how to leverage your clients’ goals in order to identify the metrics that will help you evaluate your success. We will walk you through a basic plan to help you best understand and analyze the conversations happening around your clients, and your issue area.

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    Overview: Incorporating a media intelligence plan into our daily activities, is no longer a nice to have, it’s essential to informing our work. To produce the best stories and support the best campaigns we must listen to what people have to say, understand how conversations evolve, and consistently measure and benchmark our progress. What We’ll Cover: In this session we’ll talk about how to leverage your clients’ goals in order to identify the metrics that will help you evaluate your success. We will walk you through a basic plan to help you best understand and analyze the conversations happening around your clients, and your issue area.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    29 vizualizări22 pagini

    Session Seven - Media Intelligence

    Încărcat de

    PTSummer
    Overview: Incorporating a media intelligence plan into our daily activities, is no longer a nice to have, it’s essential to informing our work. To produce the best stories and support the best campaigns we must listen to what people have to say, understand how conversations evolve, and consistently measure and benchmark our progress. What We’ll Cover: In this session we’ll talk about how to leverage your clients’ goals in order to identify the metrics that will help you evaluate your success. We will walk you through a basic plan to help you best understand and analyze the conversations happening around your clients, and your issue area.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 22

    Integrating media intelligence into our everyday work.

    Session Seven: Media Intelligence

    25 billion
    pieces of content shared on Facebook last year

    27 million tweets posted on Twitter every day

    35 hours of video uploaded to YouTube every minute

    10 billion tweets in a single year.

    If youre not listening, monitoring and measuring the data youre not aware of the conversation.

    There is no separation between traditional and social media monitoring.

    Monitoring is no longer a nice to have. It is a core component to informing our work.


    LISTENING TO WHAT PEOPLE HAVE TO SAY UNDERSTANDING HOW CONVERSATIONS EVOLVE BENCHMARKING PROGRESS

    Getting Started
    IDENTIFY CLIENT OBJECTIVES Once you know the right questions, you can map out a plan to answer them.

    Metrics
    Frequency of Posts
    Total Upload Views

    % of Total Tweets Generated by User Facebook Interactions

    Dominance
    Bounce Rate

    Prominence
    Follower Growth Sentiment Unique Visitors

    Total Channel Subscribers

    % of Retweets and @Replies

    Source Share of Voice


    Linkbacks Technorati Ranking

    Authoritative Mentions

    Total Volume
    Message Integration

    Facebook Post Feedback


    Share of Voice by Media Type

    Competition Share of Voice


    Relevant Posts

    Frequency of Mentions

    Metrics
    Frequency of Posts
    Total Upload Views

    % of Total Tweets Generated by User Facebook Interactions

    Dominance
    Bounce Rate

    Prominence
    Follower Growth Sentiment Unique Visitors

    Total Channel Subscribers

    % of Retweets and @Replies

    Source Share of Voice


    Linkbacks Technorati Ranking

    Authoritative Mentions

    Total Volume

    Facebook Post Feedback


    Share of Voice by Media Type

    Competition Share of Voice


    Relevant Posts

    Message Integration

    Frequency of Mentions

    Metrics
    Frequency of Posts
    Total Upload Views

    % of Total Tweets Generated by User Facebook Interactions

    Dominance
    Bounce Rate

    Prominence
    Follower Growth Sentiment Unique Visitors

    Total Channel Subscribers

    % of Retweets and @Replies

    Source Share of Voice


    Linkbacks Technorati Ranking

    Authoritative Mentions

    Total Volume

    Facebook Post Feedback


    Share of Voice by Media Type

    Competition Share of Voice


    Relevant Posts

    Message Integration

    Frequency of Mentions

    No one tool solves the whole problem

    VOLUME & SENTIMENT

    INFLUENCERS & REACH

    CONTEXT & OPINION

    Getting Started
    ESTABLISH A MONITORING PROGRAM Research Monitor Measure Analysis

    11

    Researching

    LANDSCAPE ANALYIS OF THE CONVERSATION Who is talking? Where are they talking? What are they saying? Why are they saying it?

    12

    Researching

    13

    Monitoring
    IDENTIFY TRENDS OVER TIME Share of voice Key themes Major influencers driving the conversation

    14

    Monitoring

    15

    Measuring
    IDENTIFY THE CHANGES

    16

    Analysis

    Data is abundant on the Web and information is free.

    Meaning is what matters and what we distill from


    the online conversation.
    17

    Analysis

    Comparing data gives us actionable insights into audience behavior.


    18

    Help clients digest the data


    THE SOCIALPULSE DASHBOARD. Give clients access to real-time data pulled in from the entire toolbox.

    Monitoring Packages
    Baseline
    Volume and Sentiment

    Additional Tools
    Advanced Sentiment Context Influencer Tracking Content Scheduling and Engagement Tracking
    20

    Integrating This Into Our Work


    Understanding Client Objectives Identifying the right metrics Ongoing Training

    21

    Measuring Success

    Questions?

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