communications metrics, web analytics & data mining 5.pdf · corriere dello sport giornale...
Post on 14-Jun-2020
0 Views
Preview:
TRANSCRIPT
COMMUNICATIONS METRICS,WEB ANALYTICS & DATA MININGA.A. 2019/2020
Lesson n. 5
FEEDBACK on THE EXPERTS
2 REPLIES…
PR CampaignNissan @ Tokyo Motor Show 2017
External Communications Metrics- Coverage, Reach, TOV, KMP
Case History
YOUR TURN NOW
NISSAN STRICTLY CONFIDENTIAL
Media Content Analysis of the PR Campaign
Nissan @ Tokyo Motor Show 2017
1-28 OCTOBER, 2017
ASSELYA SEKEROVA, CHAYMAE NASSIM, SOFIA KHROUZ,
LAURA KEINÄNEN & GIULIA SCIALDONE
NISSAN STRICTLY CONFIDENTIAL 5
Coverage 157 clippings
(9 print – 3 broadcast - 145 web)
Reach 66.6 M
(14,6M print –6.4M broadcast – 45.6M web)
Overview
Hosted Media
Topics on Clippings
Key Messages
* the percentage refers to each topic’s occurrences compared to total clippings
Repubblica.it
Quattroruote
Lastampa.it
Corriere dello Sport
Giornale
Automobilismo.it
EXECUTIVE SUMMARY
0,00%
0,00%
2,82%
7,04%
12,68%
12,68%
29,58%
35,21%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Nissan tests fully autonomous…
Nissan will become the first Japanese…
New LEAF
Nissan unveils two new fully…
Nissan Serena e-POWER
Nissan's future mobility vision: more…
Nissan Imx Concept
Nissan LEAF NISMO
Technology
Design strategy
NISSAN STRICTLY CONFIDENTIAL 6
Source CoverageShare of
Media MixReach SoR Coverage by Tonality
total clippings 157 66,6M 127 17 13
print 9 6% 14,6M 22% 8 0 1
broadcasts 3 2% 6,4M 10% 2 0 1
web 145 92% 45,6M 68% 117 17 11
MEDIA ANALYSIS – OUTPUT & OUTTAKES
1. Repubblica.it – 23.5M
2. Canale 5 – 6.4M
3. Gazetta dello Sport – 5.5M
4. Giorno-Carlino-Nazione – 3.8M
5. Quattroruote – 2.2M
Top 5 Publications Talking About That (by reach)
2%
6%
92%
Coverage by Source
BROADCAST
WEB
10%
22%
68%
Reach of Source
BROADCAST
WEB 7%
11%
82%
Coverage by Tonality
NISSAN STRICTLY CONFIDENTIAL
KEY INSIGHTS
1. Coverage
Web Media created the highest coverage with 145 clippings and resulting 92% of the share of the media mix. The Broadcast was
the least resultative media with coverage only by 3 clippings and resulting only 2% of the share of media mix.
2. Reach by source
The web also resulted as the most efficient and the Broadcast was the least efficient channel according to the reach by source
with 45.6 and 6.4 million respectively.
3. Tonality
One of two clippings (50%) from Broadcast had a Negative tonality and gives the media the highest ratio between Positive and
Negative tonality, what is quite risky from the reputational point of view.
4. Topics on clippings
Nissan referred to 8 different key messages. Out of these, 6 key messages were covered. The most highly covered were two of
them, regarding:
• Nissan LEAF NISMO = 35%
• Nissan LMX concept = 30%
The priorities of this campaign, which were technology and design strategy, have been expressed. Almost 60% of clipping is
covering Nissan Leaf Nismo and Nissan Imx concept.
5. IN CONCLUSION:
- Nissan should put more effort into distributing the right communications to the print media since 3 of the top 5 publications took
place in this channel. Also, even if print media covered by only 9 articles, it managed to reach 1/3 of the web audience with
coverage in 145 clippings.
- With accounting the high coverage and reaches it should put even more effort in communicating with the Web media.
- Preventing any possibilities of appearance negative reactions in communications with Broadcast media.
COVER
TEAM
SUBJECT
PERIOD
Exposure from 3rd of October to 27th of October
AGENDA
• Executive summary
• Media Analysis
• Key Insights/Action Plan
Coverage 157 clippings
(9 print – 3 broadcast - 145 web)
Reach 66.623.814
(14.630.251 print –6.357.381 broadcast – 45.636.182
web)
Overview
Hosted Media Nissan's future mobility vision: more autonomy, more electrification, more connectivity
New LEAF
Nissan Imx Concept: zero emission crossover concept embodies the future of Nissan Intelligent Mobility
Nissan LEAF NISMO concept: Nissan’s flagship electric car meets NISMO’s driving excitement
Nissan Serena e-POWER: popular minivan becomes second model with Nissan’s innovative electric-
motor drivetrain
Nissan will become the first Japanese automotive brand to compete in the all-electric FIA Formula E
racing championship starting in 2018
Nissan tests fully autonomous prototype technology on streets of Tokyo on a modified Infiniti Q50 sports
sedan
Nissan unveils two new fully customized vehicles at the Tokyo Motor Show to improve city mobility: the
new Paramedic Concept and the all-electric e-NV200 Fridge Concept
Key Messages
* the percentage refers to each topic’s occurrences compared to total clippings
EXECUTIVE SUMMARY
New LEAF
Nissan unveils two new fully (..)
Nissan tests fully autonomous (..)
Nissan Serena e-POWER
Nissan’s future mobility vision (..)
Nissan will become the first…
Nissan LEAF NISMO
Nissan Imx Concept
Topics on Clippings
29%
22%
17%
9%
9%
6%
5%
2%
- Repubblica.it- Quattroruote- Lastampa.it- Corriere dello sport- IlGiornale- Automobilismo.it
11
Source CoverageShare of
Media MixReach SoR Coverage by Tonality
total clippings 157 100% 66M 100% 129 11
print 9 6% 14M 22% 8 1
broadcast 3 2% 6M 9% 2 1
web 145 92% 45M 69% 119 9
MEDIA ANALYSIS – OUTPUT & OUTTAKES
Nissan, green attack: the 'maxi' van becomes electric – Repubblica.it (reach: 6k)
IMx, Nissan electric crossover at Tokyo Motor Show - Repubblica.it (reach: 6k)
Nissan al Tokyo Motor Show: il veicolo paramedico e il van e-NV200 Fridge 100% elettrico – Repubblica.it (reach: 6k)
Tokyo Motor Show, Nissan in the forefront – Repubblica.it (reach: 6k)
TG5 20:00 - Technology. Cars fully covered with rubber arrive at Tokyo motor show. Nissan presents the new Leaf Nismo –
Canale 5 (reach: 4k)
Top 5 Publications Talking About That (by reach)
Positive92%
Negative8%
Coverage by Tonality
broadcast2%
print6%
web92%
Coverage by Source
print22%
broadcast9%
web69%
Reach by Source
KEY INSIGHTS
1. The communication objective to enhance media knowledge of Nissan’s key techs &
design strategy has been successful, as seen in the top 5 publications. In reference
to coverage by tonality 92% of the publications resulted to be positive, while the
most quoted topic was “Nissan IMX Concept”, which covered 30% of the total
clippings and were overall 33% positive.
2. In terms of Reach, Coverage and Tonality the most used source was the web with
92% of coverage, 68% of reach and 92% of tonality. On the other hand, broadcast
had the lowest results, reaching barely 10% of coverage, reach and tonality.
3. From these results we can understand that the company should invest into a more
consistent communication through the web, as it’s obvious that it effects higher and
better results in terms of coverage and reach.
Nissan @ Tokyo Motor Show
2017
EXTERNAL COMMUNICATIONS
METRICS
• Marialaura Borreggine
• Agustina Cevasco
• Anna Halat
• Beatrice Manfioletti
• Lia Maria Palmieri
• Valentina Panetta
• Huynh Vy Tran Nguyen
KEY MESSAGES
▪ Nissan's future mobility vision
▪ New LEAF
▪ Nissan Imx Concept
▪ Nissan LEAF NISMO concept
▪ Nissan Serena e-POWER
▪ FIA Formula E racing championship starting in 2018
▪ Nissan tests fully autonomous prototype: Q50 sports sedan
▪ New Paramedic Concept and the all-electric e-NV200 Fridge Concept
19
Coverage 157 clippings
(9 prints – 3 broadcasts – 145
webs)
Reach 66,6M
(14M print – 6,3M broadcast – 45
M web)
Overview
Hosted Media
Topics on Clippings
* the percentage refers to each topic’s occurrences compared to total clippings
Web
20
▪ Nissan Imx Concept▪ Nissan LEAF NISMO▪ FIA Formula E▪ Nissan Serena e-POWER▪ Nissan's future mobility vision
Top 5 topic
Media Type ClippingsClippings
by sourceReach SoR Negative Neutral Positive
Broadcast 3 2% 6357380.709 10% 1 2
Print 9 6% 14630251 22% 1 8
Web 145 92% 45636182 69% 9 17 119
Total 157 100% 66623813.71 100% 11 17 129
MEDIA
ANALYSIS
VISIBILITY TIMELINE BY MEDIA TYPE
TONALITY SPLIT BY TOP 5 TOPICS
TIMELINE BY TONALITY
1. Tonality:
• The general tonality was quite good, because there are always huge percentages for all of the 5 top topics,
regarding the “positive” tone (from 66,6% to 91,2%).
In the future we are going to focus our efforts in order to improve the tonality of Nissan lmx concept, Nissan LEAF
Nismo and FIA Formula E, that are the topics with the worst Tonality results.
And we will also work on Nissan Serena E-power Communication, because 33,3% of neutral tonality could not be
considered a satisfyng result.
The channel with the major number of positive tonality, is Web.
2. Reach:
• Considering the 5 top topics, the highest number of reach made by one of the three media, belongs to the
Broadcast one (A/V, TV and Radio), instead of Print and Web.
3. Visibility:
• The PR campaign visibility has changed during the period.
• Talking about the Web visibility, it was the only one that had relevance from the start of the campaign (10/3/17) to
the end (10/27/17).
• It means that this kind of visibility has generated more of it in terms of people that have seen the campaign.
• Considering the Print and the Broadcast visibility, they had relevance just in the last three days of the Motor Shows.
• This means that people had known about the event from Print and Broadcast, just at the end of it.
In the future we will consider this result in order to implement the visibility of Motor Shows on Print and Broadcast also
in the previous period to create expectations before the Event, considering that Broadcast has the highest number of
reach.
KEY INSIGHTS
THANKS FOR YOUR ATTENTION
- Without name
team
COMMUNICATION METRICS WEB ANALYTICS AND DATAMINING
Professor: Fulvio FerrariGroup: The New Pink PentagonPeriod: 9th November 2019
• Giulia Bellomo• Federica De Giovanni• Elisa Roncon• Nguyen Thi Linh Chi• Francesca D’Anna
Group members
27
Coverage 157 clippings
( 6%print – 2%broadcast – 92% web)
Reach 67 M
(22%M print –10%M broadcast – 68%M web)
Overview
Hosted Media
Topics on Clippings
• New Leaf• Nissan IMX Concept• Nissan Leaf NISMO• Nissan Serena e-POWER• Nissan tests fully autonomous prototype technology on streets of Tokyo on a modified Infiniti
Q50 sports sedan• Nissan will become the first Japanese automotive brand to compete in the all-electric FIA
Formula E racing championship starting in 2018• Nissan's future mobility vision: more autonomy, more electrification, more connectivity • Nissan unveils two new fully customized vehicles at the Tokyo Motor Show to improve city
mobility: the new Paramedic Concept and the all-electric e-NV200 Fridge Concept
Topics
* the percentage refers to each topic’s occurrences compared to total clippings
Web - 9
Print - 3
EXECUTIVE SUMMARY
0% 20% 40% 60% 80% 100%
BROADCAST
WEB
28
Source CoverageShare of
Media MixReach SoR Coverage by Tonality
total clippings 157 67 M 129 11 17
Print 9 5.7% 15 M 22% 8 1 0
Broadcasts 3 1.9% 6 M 10% 2 1 0
Web 145 92.4% 46 M 68% 119 9 17
MEDIA ANALYSIS – OUTPUT & OUTTAKES
Repubblica.it (23.527.456) Canale 5 (6.357.381) Gazzetta dello Sport (5.460.870) Lastampa.it (4.568.646) Giorno – Carlino – Nazione (3.765.036)
Top 5 Publications Talking About That (by reach)
Coverage By Source
PRINT (5,70%) BROADCAST (1,9%)
WEB (92,40%)
Reach by Source
PRINT (22%) BROADCAST (10%) WEB (68%)
Coverage By Tonality
NEGATIVE (7%) NEUTRAL (10,80%)
POSITIVE (82,20%)
RESULTS:
I. Analysis on Media channel’s results:
1. Topics in web media that obtained much more clippings compared to those ones appear on print andbroadcast:
On the overall 157 the web media channel has revealed the most used channel with 145 clippings, instead for printthere are 9 and for broadcast just 3
2. The majority of the clippings on the web media got positive feedbacks:
In the chart of “Web”, the result is 119 positive tonality, 17 neutral and 9 negative. There are 2 positive and 1negative in “Broadcast”. 8 positive and 1 negative in the chart of “Print”.
0
50
100
150
POSITIVE NEUTRAL NEGATIVE
WEB
POSITIVE NEUTRAL NEGATIVE
0
0,5
1
1,5
2
2,5
POSITIVE NEGATIVE
BROADCAST
POSITIVE NEGATIVE
0
2
4
6
8
10
POSITIVE NEGATIVE
POSITIVE NEGATIVE
II. Analysis on Key Insight:Nissan LEAF NISMO has fewer clippings than Nissan IMX Concept. So Nissan LEAF NISMO just reached 26,29%, while Nissan IMX Concept reached 30,13%.Nissan IMX Concept has no negative in tonality of “Web” and Nissan LEAF NISMO has 2 negative. The positive is quite similar, 34 positive for Nissan IMX Concept and 27 positive for Nissan LEAF NISMO.Finally, both of two topics used 100% on “Web” and they reach the most on total of topics. So, “Web” is the only channel in terms of positive tonality.
SHARE OF MEDIA MIX TONALITY REACH TOT OF CLIPPINGS
Nissan IMX
Concept
WEB: 100%
PRINT: 0%
BROADCAST: 0%
WEB: 39 (34 POSITIVE, 5 NEUTRAL)
PRINT: 0
BROADCAST: 0
(13.013.825)
30,13%39
Nissan LEAF
NISMO
WEB: 100%
PRINT: 0%
BROADCAST: 0%
WEB: 30 (27 POSITIVE, 1 NEUTRAL, 2 NEGATIVE)
PRINT: 0
BROADCAST: 0
(11.355.720)
26,29%30
III. Final result :Nissan IMX Concept had a perfect marketing campaign. They account for 30,13% of total, reach 13.013.825 audiences. The only channel they used was “Web’. They should follow this campaign to reach more audiences in the future.Need requirement is improving print and broadcast contents in topics in order to increase the reach and more clipping with positive feedbacks
Thank you for your attention!
31
Case Study
3 Keys insight
Tesla used sucessfully the multiple social media
channels reaching in three days an incredible increase
(573%)
Entering the mass market: the Tesla 3 reaches a range
of 200 miles at a 35000$
Due to the low price Tesla competes with more
competitors
NOBRIDGE AgencyMichele Cilifrese, Giulia Pasquali, Francesca D’Agostino, Valentina Panetta, Alessandro Orsini, Gabriele Agliastro
INSIGHTS
1. Considering that during Tesla launch, Audi had an important slice of visibility (23%), and during the Audi Genève Motor Show, Tesla was not relevant in visibility. In the future could be important to improve Tesla visibility during Genève Motor Show and during competitors’ launch events in general.
2. Taking into account the high visibility reached by Tesla among the launch days compared to the overall sentiments perceived through the different channels, it has been noticed that the quick burst of the trending discussion after the date may be related to the predominance of the neutral tonality sentiments before and during the event.
3. The rapid burst of the overall activity through the different channel analyzed it may be linked to the fact that Tesla did not an actual product yet and it may be perceived by audience just like a rumor.
• WHO Tesla and its competitors (other motor brands, as BMW, Mercedes-Benz and Audi);
• WHAT Impact of Tesla Model 3 Launch, focused on multiple channels;
• WHEN March 1st – April 1st 2016 (up to 11am BST);
• WHY Tesla was seen as a «premium brand» with higher prices and considered as a niche supplier; by lowering its costs, its peaks compared to othercompetitors are explained.
• WHERE 25 Countries (global); Traditional (Print) and Social Media (FaceBook and Twitter) and Google Trends Data;
• HOW Successful use of tech media, social influencers (twitteraccounts of @elonmusk and @mashable)and multiple social
channels to drive interest.
KEY INSIGHTS:
• SENTIMENT: it’s more neutral than positive
• SOCIAL MEDIA: in terms of evolution growing during the pre-launch period; peak in the launch period and decreased slowlyafter launching
• GOOGLE SEARCHES: from to
top related