getting started with media monitoring and measurement
TRANSCRIPT
GETTING STARTED WITH MEDIA MONITORING AND MEASUREMENT
TODAY’S PRESENTERS
Jennifer Zingsheim Phillips
Founder, 4L Strategies
Bill Paarlberg
Editor, The Measurement Standard
WHAT IS MEDIA MONITORING?
Piles of coverage + manual labor = Ideal Client Clip Book
(aka “thud factor”)
• Know your monitoring tool – it’s your partner
• Craft keywords/phrases carefully – save time and find what you need
• Have a plan – and stick to it
• Sort, sift, skim – especially with high volume accounts
The Monitoring Process
MONITORING IS LIKE TAKING
YOUR VITAMINS…
• It’s largely a preventative activity
• It requires an investment
• Daily yields the best results
• It can be tedious
• Some benefits can take time to achieve – but can be important to long-term health
• Monitoring to build media lists – find the journalists, bloggers, and publications that best fit your objectives.
• Monitoring to combat “information overload” – see only what you need to see, and regain part of your day in the process.
• Monitoring to refine messaging – by paying attention to how issues are framed and language is used, you can refine your messages so they resonate with your intended audience.
Examples of Monitoring Effectively
FROM ZERO TO HERO: GETTING STARTED WITH
MEASUREMENT
Measuring Your Communications When You Are Starting From Nothing
• Nothing vs. not-nothing
• If you already do some measurement, you need:• Sources of knowledge, like The Measurement Standard and Media Bullseye.
• A system, like:• The AMEC Framework
• Someone to teach and advise and cheerlead: • Shonali Burke (Waxing Unlyrical, #measurepr), • Katie Paine (Katie Paine’s Measurement Blog, The Measurement Advisor,
The Measurement Hour).
Why measure at all?
•Proving your worth vs. improving your program. •The latter is the ideal, but the former is common in practice. Especially for beginners.
•Business objectives, business objectives, business objectives
•ROI does not mean “whatever we measure.” Unless you want it to.
Begin small, but begin
• Begin small, but begin (as Mark Weiner says)
• Keep it simple (as Shonali Burke says)
• You are in a good spot…• No budget, no expectations
• …so pick the low-hanging fruit.• Both data and insight
Begin with a win
• Prove what measurement can do: The idea is to show what the idea is.
• Don’t do it if you don’t have an “it”: business objectives.
• You might have to try a couple of times. Might have to kiss a few frogs before your prince comes along.
Keep your eyes on the A-Ha prize
• Insight from data analysis is the purpose of measurement.
• The purpose of data analysis is to tell a story.
• It’s always nice when the story ends in A-Ha!
• Back up a minute: The journey vs. the destination. The attitude vs. the result.
Q&A
