sample activity report | communication strategy | raphaël couderc 2010-2016
TRANSCRIPT
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-‐ 2016 -‐
AUDIT REPORT COMMUNICATIONS STRATEGY
RAPHAËL COUDERC
1. AT A GLANCE Here is the picture of my resume with almost ten years in markeHng and communicaHons acHviHes aLer a
world cup level athleHc career and a business school Master’s Degree
2. PR AUDIT REPORT Audited by Pickanews (part of Kantar Media, WPP), this chart pack compares 2 sets of Public RelaHons strategies six years before and aLer my appointment. Search engine results are free and public
3. INTERACTIVE EVENTS Featured by Strategies in its Top 10 Social Media Best PracHces, see how
more than 33.000 tweeps joined a press conference or watch the trade event I’ve
organized on my YouTube channel
4. TAILORED EXPERTISE Explore my addiHonal range of capabiliHes in numerous field of markeHng and communicaHons to
demonstrate values of your campaigns to people, clients and stakeholders
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AGENDA
ABOUT
THE DECK
This presentaHon features sample acHvity report of my last professional experience in France for one of the world’s largest market research and consulHng group, GfK, as Head of Corporate Communica2ons, Confiden2ality and Data Release Policy between May 2010 and May 2016. Founded in 30’s by an associaHon of four university teachers, among them Ludwig Erhard, later Minister for Economics and Chancellor of Germany, GfK is now delivering globally with macroeconomics index, consumpHon reports and market intelligence trusted data.
+19 posiHons
into the Top 30 ConsulHng
brands media exposure
X6
Media Exposure
N°3 in the
Kantar Media consulHng firms
awareness final ranking
2 Madison
Square Garden
+12.000 Press clippings
ConHnuous double digits growth of media impact
for the 6th year in a row
+33.000 followers
in 90 minutes
+35% PR events ahendance
TOP 10 Stratégies
Social Media Best PracHces
Extend over last 12 years, 3 arHcles out of 4
were recorded during my 6 years’ mandate
French Tech Startups and AFP
FACT-‐BASED REPORT Provided by trusted sources
-‐ From path to experHse
At a glance
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COMPANIES MILESTONES
2006 Broadcast Public RelaHons Specialist Sectors: Internet, consumer goods, sports, technology, retail, media and entertainment Hopscotch Global
2007 Regional Chief Press Officer for France, Belgium and Switzerland Sector: Media and InformaHon CNN
2008 Saber coach Sector: Fencing, Sport
Stanford AthleHcs
2008 Global CommunicaHons Specialist Sector: Media and InformaHon France24, F2M
2009 Public RelaHons Specialist Sectors: Technology, Lifestyle, Public Services, Healthcare, Media and Entertainment, Natkin Press, MSL
2010 Corporate CommunicaHons, ConfidenHality and Data Release Policy Manager Sectors: Dataconomy and ConsulHng services GfK
RAPHAËL AT A GLANCE
“I am a Paris based markeHng and communicaHons pracHHoner with a wide range of specialiHes in strategic and execuHve processes. Following my internaHonal AthleHc/Scholarship career and my business school Master's degree, I collected valuable experiences in agencies and adverHsers side over the last decade. I have shaped my experience in consumer goods, media and entertainment, healthcare, public services, technology, retail and consulHng services for major brands like Yahoo, Merck, CNN, Advantage West Midlands, Safran, Expansion Express, Airness, Harley-‐Davidson, SFR, Electronic Arts, Expedia, Philips, GfK, Vidal, Panasonic, NFL, Maker’s Mark, Kelkoo, France24, Jitrois, Telegate, Rothschild France DistribuHon, Flickr and more ”Raphaël Couderc .
-‐ Leverage brand leadership across markets
Public RelaGons
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PUBLIC RELATIONS AUDIT Strategy launched in 2010 broke all previous records.
From a downing return of 2000 ar2cles per year before 2010, press clippings collec2on audited by Pickanews (part of Kantar Media, WPP) reveals an unprecedented double digits growth of the GfK’s media exposure for the sixth year in a row in France. Now exceeding 12.000 ar2cles per year, fueled by a dynamic average annual produc2vity of 24%, GfK achieved its fastest expansion and ranks among most visible consul2ng brands in combined French print and digital media landscape. These developments coincide with the appointment of Raphaël Couderc in France as GfK’s Head of Corporate Communica2ons, Confiden2ality and Data Release Policy between 2010 and 2016 to power the adver2ser’s brand and products leadership across markets. Over the last 6 years, and since the launch of the new public relaHons strategy early 2010 by Raphaël Couderc, the global consulHng group’s influence has mulHplied by 6 in France, moving up from an annual average of 2000 arHcles before kickoff to more than 12.000 arHcles end 2015. During that period, the Kantar Media search engine accounted a conHnuous double digits growth of media impact for the sixth year in a row, fed by a quarter-‐on-‐quarter rise pipe. Moreover, backup data analysis confirmed never a communicaHon strategy has delivered so high in France since the group joined the local market 30 years ago. On constant perimeter, Pickanews also collected as many press clips during the first three months of 2016 as enHre years prior to 2010, and despite a media landscape size divided by two during the period analysis. A bigger picture spread over the last 12 years shows 3 press menHons out of 4 are ahributed to the 6 years role mandate of Raphaël, an absorpHon rate of 74%. As a result, his PR & CommunicaHon strategy now sets GfK #3 when it comes to idenHfy most visible consulHng brands in the media landscape, a fast move of 19 posiHons face to compeHtors versus 2009, Audit concludes.
23% Blogs, social media and microblogging plavorms
25% Print channel: newspaper, magazine, newslehers
45% Internet: pure players, online news, e-‐newslehers
7% Broadcast: Web TV, radio, TV and producHon agencies
45%
25%
7%
23%
Over the last 12 years, 74% of media exposure were collected during my
6 years’ mandate
Source: Pickanews (part of Kantar Media-‐WPP) is the first european mulHmedia search engine and reputaHon management tool. Keyword collecHon across 22.000 news sources ( print, internet, broadcast). Free and public access to search results.
0
2000
4000
6000
8000
10000
12000
14000
16000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
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2010 3.018 arHcles
2011 4.245 arHcles
2012 6.197 arHcles
2013 7.312 arHcles
2014 10.044 arHcles
2015 12.392 arHcles
+15% vol. 1.115+ pts
lower growth rate
+27% vol. 2.732+ pts
vs previous year
+19% vol. 2.348+ pts
vs previous year
+24% vol. 605+ pts
vs previous year
+29% vol. 1.227+ pts
vs previous year
+31% vol. 1.952+ pts
higher growth rate
19%
MEDIA COVERAGE SAW SOLID BOOST From a downing avg. return of 2000 arHcles per year before 2010
2004 2005 2006 2007 2008 2009
24%
-‐12%
Source: Pickanews (part of Kantar Media-‐WPP) is the first european mulHmedia search engine and reputaHon management tool. Keyword collecHon across 22.000 news sources ( print, internet, broadcast). Free and public access to search results.
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TOP 30 MEDIA EXPOSURE Launched 2010, my strategy moved up 19 posiHons and ranked the adverHser #3 versus market, Audit says. RANKING 2016 CONSULTING BRANDS CONSULTING BRANDS MEDIA IMPACT (vol. arDcles)
1 MEDIAMETRIE MEDIAMETRIE 3115 2 IPSOS IPSOS 1806 3 GfK GfK 1749 4 CAPGEMINI CAPGEMINI 1649 5 BVA BVA 1484 6 GARTNER GARTNER 1471 7 NIELSEN NIELSEN 1344 8 OPINION WAY OPINION WAY 1268 9 TNS TNS 1144 10 IDC IDC 1115 11 RESEARCH NOW RESEARCH NOW 1078 12 TNS SOFRES TNS SOFRES 831 13 KANTAR KANTAR 779 14 ACCENTURE ACCENTURE 759 15 HARRIS INTERACTIVE HARRIS INTERACTIVE 683 16 NPD NPD 624 17 MC KINSEY MC KINSEY 620 18 I SUPPLY I-‐SUPPLY 461 19 BOSTON CONSULTING GROUP BOSTON CONSULTING GROUP 409 20 KANTAR MEDIA KANTAR MEDIA 377 21 IRI IRI 350 22 KANTAR WORLDPANEL KANTAR WORLDPANEL 274 23 VIA VOICE VIA VOICE 199 24 NPA CONSEIL NPA CONSEIL 184 25 COMSCORE COMSCORE 163 26 IDATE IDATE 155 27 IMS HEALTH IMS HEALTH 91 28 WESTAT WESTAT 38 29 MILLWARD BROWN MILLWARD BROWN 20 30 AT KEARNEY AT KEARNEY 19
Source: Pickanews, France, Q1 2016, all topics combined (poliHcs, household consumpHon, markeHng, business strategy, society, macroeconomics, opinion poll). Source: Pickanews (part of Kantar Media-‐WPP) is the first european mulHmedia search engine and reputaHon management tool. Keyword collecHon across 22.000 news sources ( print, internet, broadcast). Free and public access to search results.
-‐ Make audience engagement a priority
InteracGve events
DIGITAL Press Conference powered by social media
9 months aLer appointment
33.000 tweeps behind the screen
Social Media is on board with the coverage of the live tweet session heading out simultaneously with the press conference I organized for this adverHser: 80 core journalists physically on site, an equivalent of 60 media brands and above all, 33.000 Tweeps following. So, if you do the math, it is twice the capacity of Paris Bercy Hall or twice the Madison Square Garden in NYC. A live tweet session featured by Strategies* into its TOP 10 Social Media Bet PracHces in France.
TOP 10 includes* Heineken, Carrefour, French Army, AFPA, VaHcan Council, French Economic and Development Agency, ARC FoundaHon, ClubMeb, Europcar and GfK. *Source: Strategies #1624
Events Replayed: from a top decision makers conference to a massive live tweet session gathering 33.000 users Check out the way I organized a major Business trade conference in Paris, bringing together a host of leading manufacturers, publishers, retailers and InsHtuHonal from consumer goods, technology, public services, media and entertainment industries. Please, visit my YouTube Channel
-‐ Beyond this sample
Tailored ExperGse
I SHARE MORE INSIGHTS
The best way to get smarter is to share ideas, insights and inspiraHon with each other. AddiHonal case studies, wriHng samples, press kits and markeHng materials are available on demand and in ethical ways.
Data publicaHon policy Master a set of rules to build community consensus and authority across markets in order to protect brand consistency and corporate integrity before virality.
Content strategy Define the ton of voice, align dot.com, blogs, social media channels to master your message framework at each point of contact with your core audience.
Performance monitoring The trajectory your product specific
campaigns, markeHng strategy are about to land also depending on the way you understand and leverage your own data.
Brand design Graphic and sound design, printed
materials, staHonary or goodies, when done properly, give much more brand quality informaHon than you think.
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TAILORED EXPERTISE
WE SHOULD BE CONNECTED
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www.branded.me/raphaelcouderc Paris 75006, France
+33 7 8411 1426