Analysis: navigation tools for a media driven world

Part 1: Here be dragons

Paul Hender, Head of Insight and Analysis

E-mail: paul.hender@gorkana.com

Twitter: #GorkanaAnalysis

Part 1: Here be dragons, 9th July

Part 2: Measure what matters, 23rd July

Part 3: Return on investment, 5th August

Media analysis industry has grown by 10% every year for the past five years

61% of PR agencies are expecting spend on analysis to grow over the next five years

The Cabinet Office has declared that analysis is to be a mandatory part of all government communications

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It’s difficult indeed dangerous to underestimate the huge changes this

revolution will bring to build and destroy not just companies but whole countries

Coverage landscape

IKEA withdraws meat products after traces of horse meat are detected

IKEA withdraws almond cakes in 23 countries after Chinese customs officials discover contamination with traces of coliform bacteria

IKEA Group reports an increase in sales and strong growth abroad for FY13

IKEA announces an increase in annual sales for the last financial year and growth in foreign markets

Favourability Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014

Favourable 27% 56% 58% 46% 68% 74% 76% 66% 72% 65% 64% 64%

Neutral 16% 20% 35% 41% 28% 24% 15% 32% 26% 20% 31% 33%

Unfavourable 57% 24% 7% 13% 4% 2% 9% 1% 2% 14% 5% 3%

Num

ber

of a

rtic

les

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Barclays Libor Coverage

Call For Barclays Boss To Go After £290m FineSky News @SkyNews

Followers: 367,000 Retweets: 7

If senior management knew what was going on they deserve all they're going to get

BBC Radio 4 Today @BBCr4today

Followers: 150,000 Retweets: 34

Give a man a gun and he can rob a bank, give a man #Barclays bank and he can rob the world.

HRH Prince Charles @CharlesHRH

Followers: 167,000 Retweets: 1,219

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Flooding dashboard

Key topics Top authors

Query trends

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Twitter insights and demographics

Query trends

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Grand Prix Platinum Award for the best overall entry, 2014

“User-friendly, informative and valuable early-warning system with a strong blend of insights and quantitative data.”

“Smart, innovative and transformational impact on client comms and stakeholder engagement (and policy!)”

“This programme is noteworthy as it is using data to identify trends and inform actions - a critical part of public relations and communication management that needs to be developed across the profession.”

Who is going to use the analysis:

Communications team

PR agency

Senior management

Other functions (marketing / BI / customer insight)

Content is king: garbage in / garbage out

Choose your channels: print, online, broadcast, social

Human vs automation: quality / cost / time

DIY vs Outsourcing

Write down what you want to achieve

Choose metrics that link to your communication objectives

Establish benchmarks

Measure against targets

Choose the appropriate reporting format for the appropriate stakeholders:

Offline monthly and quarterly reports

Campaign reports

Dashboards

Daily summaries

Data feeds

Evaluate the evaluation:

Regular review points (first report, quarterly)

Keep it flexible – react where appropriate

Keep it relevant

takeholders

ontent & coding

bjectives

eporting

valuate

Part 2: Measure what matters...