MEDIA ANALYSIS REPORT. Sample Report 2013

Transcription

1 MEDIA ANALYSIS REPORT Sample Report 13

2 Contents INTRODUCTION 3 EXECUTIVE SUMMARY 4 MEDIA OVERVIEW TREND 6 REGION/STATE BREAKDOWN STORY FOCUS 8 LEADING TOPICS 9 LEADING SPOKESPEOPLE 1 LEADING MEDIA 13 LEADING BYLINES & COMPERES 1 LEADING TWITTER USERS 1 PLACEMENT 18 ORIGIN OF COVERAGE METHODOLOGY 1 LEADING MESSAGES 1

3 Introduction This sample document demonstrates the main features of the new Media Analysis Report that integrates social media with traditional media analysis. isentia delivers strategic insights across all media. Our expert analysts, extensive media monitoring of coverage, and internationally recognised research methodologies intersect to deliver high quality media intelligence and insight. isentia Media Analysis Reports use the CARMA methodology, which provides information on the favourability of media coverage measured in terms of its positioning, prominence, messages communicated and other key variables. This in-depth analysis is recommended where a thorough understanding of the likely impact and effects of media coverage is required. For a more detailed description of the CARMA methodology, see page 1. It should be noted that: All data used for the charts and tables in this document is for demonstration purposes only, and is not specific to any client or industry. The charts and tables in this report are representative of the diverse media intelligence options that isentia can produce. Charts, tables and other aspects of analysis reports can be customised for each report. Media content to be analysed can be sourced by isentia or supplied by the client commissioning the report. Please contact your Account Management team for monitoring and content sourcing requirements. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 3

4 Executive Summary Key Findings This section provides a short summary of the key points uncovered in the analysis, and is usually one or two pages long. It discusses not only the highlights of the current period s coverage, but can also compare findings to the previous period (if applicable) and any conclusions drawn from the analysis. The executive summary can also highlight any particular finding of interest as required. The discussion in this section will vary depending on the coverage analysed over each report period. In ongoing analysis, this and all following sections may include some discussion of major changes in a company s coverage between the current analysis period and the previous one(s). The table to the right shows key aspects of the current analysis period s coverage. These can reflect a client s interests and be adapted to reflect areas of particular interest. The table can also compare data from the current and previous periods. Table 1 KEY METRICS SAMPLE REPORT TOTAL OF MEDIA REPORTS* OVERALL 6 PRESS 8 INTERNET 63 BROADCAST 18 SOCIAL MEDIA AVERAGE OVERALL.9 LEADING STORY FOCUS (REPORTS) LEADING MESSAGE (MENTIONS) PRESS 4.1 INTERNET.8 BROADCAST 3. SOCIAL MEDIA 49. PRESS, BROADCAST & INTERNET PRODUCTS & SERVICES (4) SOCIAL MEDIA PRODUCTS & SERVICES (48) PRESS, BROADCAST & INTERNET HAS INNOVATIVE PRODUCTS () SOCIAL MEDIA POOR QUALITY PRODUCTS/SERVICES (1) LEADING SPOKESPERSON (MENTIONS) PAUL YEE, PRODUCTS ANALYST () NOTE *THE TERM MEDIA REPORT USED IN THIS DOCUMENT REFERS TO ALL TYPES OF ANALYSED PRESS, BROADCAST AND INTERNET MEDIA COVERAGE. LEADING MEDIA (REPORTS) LEADING BYLINE (REPORTS) PRESS, BROADCAST & INTERNET GB; THE CANBERRA TIMES (13 EACH) SOCIAL MEDIA TWITTER (64) PRESS, BROADCAST & INTERNET CHI TRANTER () LEADING INFLUENCER SOCIAL MEDIA DAIRY GOODNESS (4) MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 4

5 1/1/13 /1/13 3/1/13 4/1/13 /1/13 6/1/13 /1/13 8/1/13 9/1/13 1/1/13 11/1/13 1/1/13 13/1/13 14/1/13 1/1/13 16/1/13 1/1/13 18/1/13 19/1/13 /1/13 1/1/13 /1/13 3/1/13 4/1/13 /1/13 6/1/13 /1/13 8/1/13 9/1/13 3/1/13 31/1/13 Media Overview Chart 1 UNFAVOURABLE 19% NEUTRAL % FAVOURABLE 31% The chart at left shows the proportions of favourable, neutral and unfavourable client coverage over the analysis period. In a competitive analysis report (that is, one that compares a client s coverage with that of selected competitors), there can also be a pie chart showing the proportions of mentions of each company in the coverage analysed. The chart below shows the trends in coverage across the different media types, highlighting where these intersect and where they diverge from one another. In particular, this chart can help you to identify the relationships between traditional and social media. Chart 3 1 SOCIAL MEDIA INTERNET BROADCAST PRESS MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE /

6 Trend Chart 3 All Media JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN 1 13 This chart shows the volume and favourability of coverage analysed in each month over the past three quarters. In an ongoing analysis report, isentia can provide a trend breakdown over each report period (such as a quarter), or the time period that best correlates with a client s internal reporting requirements. THIS PULL-OUT BOX CAN BE USED TO HIGHLIGHT INTERESTING INFORMATION FROM THE CHART OR FROM OTHER TEXT MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 6

7 Region/State Breakdown Chart 4 Press & Broadcast Media SA NSW NATIONAL VIC QLD ACT WA TAS NT 3 3 This chart shows a breakdown of client coverage in Australian national media and in each state and territory. This breakdown can also be provided across different countries (such as Australia, New Zealand, China, Singapore), or at a regional level (such as Australia-New Zealand, South East Asia, Greater China). Regions within a country can also be broken into client-specific markets. Each column shows the volume of favourable, neutral and unfavourable media content, while the line above shows the average favourability rating of each region s coverage. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE /

8 Story Focus Media Type Chart All Media 6. Chart PRODUCTS & SERVICES HUMAN RESOURCES CORPORATE ISSUES CORPORATE RESPONSIBILITY 8 PRODUCTS & SERVICES HUMAN RESOURCES PRESS VOL INTERNET VOL PRESS AVG FAV INTERNET AVG FAV CORPORATE ISSUES CORPORATE RESPONSIBILITY BROADCAST VOL SOCIAL MEDIA VOL BROADCAST AVG FAV SOCIAL MEDIA AVG FAV 3 This chart shows the number of media reports (that is, print or online articles, or radio or television coverage) focused on each theme for that competitor, a breakdown of the favourable, neutral and unfavourable reports, and the average favourability of all coverage focused on that theme. The story focus is the main focus or theme of each media report. Each has only one story focus, but may discuss multiple issues or topics. The different themes can be broken down into general areas, such as corporate and products, or into specific areas of interest to the client, like its different business divisions such as funds management, insurance, and real estate. The chart above shows a breakdown of the main focus of media reports in press, internet and broadcast media coverage. Similar breakdowns are possible for other areas of the analysis, as well as separate discussion in the text of each area of coverage. WHAT MEDIA SAYS THIS BOX CAN BE USED TO HIGHLIGHT COMMENTS IN MEDIA REPORTS THAT RELATE TO THE CHART OR TEXT ON THIS PAGE Media Name, 1 May 1 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 8

9 Leading Topics Corporate Issues Products & Services Chart Chart EXPANSION/ GROWTH STAFF STRATEGY TRAINING EXECUTIVES ISSUES CONSUMER PRODUCTS COMPLAINTS OR FEEDBACK PRODUCT LAUNCH BUSINESS PRODUCTS PRICE Analysis by isentia tracks specific issues or topics which are referred to in media coverage. Each is counted once per media report, but one report will usually discuss many different issues, which may or may not be directly related to the story focus. For example, a report discussing a company s financial results may mention its products in passing. The favourability breakdown shown in these charts is that of the media reports as a whole, as is the average rating. Therefore, a topic that is mentioned in a media report that is unfavourable overall may not have been discussed negatively itself: the average rating is affected by the tone of the report overall. The topics tracked in the analysis can be more general such as employees, growth, strategy, corporate social responsibility, sponsorship or specific such as a client s products in each business division. These are usually product types such as credit cards, mortgages, insurance, but the names of specific products can also be tracked. This can give an indication of whether the media is discussing the company in general terms, or, for example, if the specific company s product launches or initiatives are receiving exposure in the media. The charts above are examples of issues in the corporate and products categories. It is often useful to break down issues that are relevant to different business areas, particularly when a company s activities are fairly diverse. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 9

10 Leading Messages Chart 9 All Media 1 3 HAS INNOVATIVE PRODUCTS 61 POOR QUALITY PRODUCTS / SERVICES CARES ABOUT ITS CUSTOMERS 1 NOT COMMITTED TO INVESTMENT IN BUSINESS 1 CONTRIBUTES TO THE COMMUNITY 9 GOOD QUALITY PRODUCTS / SERVICES 9 EMPLOYER OF CHOICE UNFAVOURABLE FAVOURABLE Messages are a key area of qualitative analysis. The messages to be tracked are set up prior to the analysis, so that the research is consistent. These messages can be changed over successive analysis reports as an organisation s requirements change. However, some consistency is required to follow the trend of a message or set of messages over a significant period of time. It is advisable to track both general messages and a company s key corporate and marketing messages to provide a more complete image of the company s portrayal in the media. General messages can include customer-focused, leading company, good corporate citizen ; while key messages can be adapted from the company s communication strategy. Chart 1 All Media 1 3 HAS INNOVATIVE PRODUCTS POOR QUALITY PRODUCTS / SERVICES 1 1 CARES ABOUT ITS CUSTOMERS NOT COMMITTED TO INVESTMENT IN BUSINESS CONTRIBUTES TO THE COMMUNITY MESSAGES ARE CONCEPTS THAT ARE COMMUNICATED, OFTEN INDIRECTLY, IN THE MEDIA, AND CAN BE FAVOURABLE OR UNFAVOURABLE GOOD QUALITY PRODUCTS / SERVICES 4 EMPLOYER OF CHOICE NOTE PRESS INTERNET BROADCAST SOCIAL MEDIA THE CHARTS ON THE FOLLOWING PAGE SHOW THE TOP MESSAGES BY IN PRESS, INTERNET, BROADCAST & SOCIAL MEDIA MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 1

11 Press Internet Chart 11 Chart HAS INNOVATIVE PRODUCTS 14 HAS INNOVATIVE PRODUCTS 1 GOOD QUALITY PRODUCTS / SERVICES POOR QUALITY PRODUCTS / SERVICES 1 CONTRIBUTES TO THE COMMUNITY CARES ABOUT ITS CUSTOMERS GOOD CUSTOMER SERVICE EMPLOYER OF CHOICE CARES ABOUT THE ENVIRONMENT NOT AN EMPLOYER OF CHOICE 3 POOR QUALITY PRODUCTS / SERVICES POOR VALUE PRODUCTS / SERVICES UNFAVOURABLE FAVOURABLE UNFAVOURABLE FAVOURABLE Broadcast Chart 1 HAS INNOVATIVE PRODUCTS NOT COMMITTED TO INVESTMENT IN BUSINESS Social Media Chart POOR QUALITY PRODUCTS / SERVICES 1 POOR VALUE PRODUCTS / SERVICES 6 CARES ABOUT ITS CUSTOMERS 4 CARES ABOUT ITS CUSTOMERS 8 EMPLOYER OF CHOICE CONTRIBUTES TO THE COMMUNITY NOT AN EMPLOYER OF CHOICE 1 OPERATES EFFICIENTLY / GOOD MANAGEMENT HAS INNOVATIVE PRODUCTS 1 UNFAVOURABLE FAVOURABLE FAVOURABLE UNFAVOURABLE MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 11

12 Leading Spokespeople Chart 1 Press, Broadcast & Internet Media PAUL YEE JAKE SMITH STEPHEN NG HELEN CHEN NINA LEE SANJAY MEHRA FAV COMMENT NEU COMMENT UNFAV COMMENT AVG FAV isentia s media analysis captures the details of company spokespeople who are quoted or cited in the coverage, as well as any other commentators on the company (such as analysts, government representatives, or members of interest groups). The bias of the spokespeople is also captured: their comments are categorised as favourable, unfavourable or neutral towards the company. The average favourability rating shown in the charts is that of the media reports in which the spokesperson is cited not that of the spokesperson. This can often be an interesting indicator of the effectiveness of company spokespeople, since if they successfully promote the company s viewpoint and messages, this coverage is usually more favourable. Table SPOKESPERSON AFFILIATION FAV COMMENT NEU COMMENT UNFAV COMMENT VOL AVG FAV PAUL YEE PRODUCTS ANALYST JAKE SMITH STEPHEN NG COMPANY HEAD OF CONSUMER PRODUCTS COMPANY REPRESENTATIVE HELEN CHEN CONSUMER ADVOCATE 8 8. NINA LEE STOCKMARKET ANALYST SANJAY MEHRA ECONOMIST MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 1

13 Leading Media All Media Chart TWITTER FACEBOOK.COM DISCUSSIONS THE AUSTRALIAN FINANCIAL REVIEW.. GB SYDNEY ABC SYDNEY 3. ABC 666 CANBERRA 3 3 This chart and those on the following page show the volume and average favourability of coverage in different media outlets that reported on the company. Usually only the top eight or ten media outlets (by volume) are shown. NOTE THE CHARTS ON THE FOLLOWING PAGE SHOW A BREAKDOWN OF THE LEADING MEDIA OUTLETS IN PRESS, INTERNET, BROADCAST & SOCIAL MEDIA. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 13

14 Press Internet Chart 1 Chart THE AUSTRALIAN FINANCIAL REVIEW THE CANBERRA TIMES THE COURIER- MAIL 4.3 THE DAILY TELEGRAPH YAHOO! AUSTRALIA ABC.NET.AU THE AUSTRALIAN.COM.AU BRISBANE TIMES.COM.AU SMH.COM.AU 48.8 COURIER MAIL.COM.AU 6 3 Broadcast Social Media Chart 18 Chart GB ABC SYDNEY ABC 666 CANBERRA 1.3 UE 4BC 3AW TWITTER FACEBOOK.COM DISCUSSIONS 1 9 FORUM REPLIES.8. 6 YOUTUBE FAV NEU UNF AVG FAV GENERIC BLOGS 3 3 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 14

15 Leading Bylines & Comperes Chart 1 Press, Broadcast & Internet Media CHI TRANTER LISA DAVIES JAMES COCKING- TON TOM ELLIOTT RHYS HAYNES CHRIS SMITH LUKE BONA 3.3 HOWARD SATTLER This chart shows the top bylines or journalists (by volume) who wrote articles or compered broadcast reports that mentioned the client over the analysis period, a breakdown of their favourable, neutral and unfavourable reports, and the average favourability of their coverage. The favourability of coverage from key journalists can be a good indicator of whether a company s key messages are being taken up by journalists or the outlets they work for. This chart can also be used to find journalists to target with additional information about the company or its products. WHAT MEDIA SAYS THIS BOX IS USED TO QUOTE FROM MEDIA REPORTS THAT RELATE TO THE CHART OR TEXT ON THIS PAGE, SUCH AS REPORTS BY THE LEADING JOURNALISTS Media Name, May 1 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 1

16 Table 3 Press, Broadcast & Internet Media BYLINE/COMPERE MEDIA FAV NEU UNFAV VOL AVG FAV CHI TRANTER BRISBANETIMES.COM.AU 1 1. NINEMSN 1 1. SMH.COM.AU 1 1. THEWEST.COM.AU 1 1. YAHOO! 1 1. LISA DAVIES THE DAILY TELEGRAPH. THETELEGRAPH.COM.AU 1 1. THE AUSTRALIAN ONLINE 1 1. JAMES COCKINGTON THE AGE 1 1. THE SYDNEY MORNING HERALD TOM ELLIOTT 3AW (MELBOURNE) 4 4. RHYS HAYNES THE DAILY TELEGRAPH 1 1. THE TELEGRAPH.COM.AU 1 1. THE AUSTRALIAN ONLINE 4. CHRIS SMITH GB (SYDNEY) LUKE BONA GB (SYDNEY) HOWARD SATTLER 6PR (PERTH) MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 16

17 Leading Twitter Users Chart DAIRY GOODNESS 4. OZ BARGAIN 3 4 ANTIBOLT 46. SPUD BENBEAN DEBBIE FRAIL1 FAV NEU UNF AVG FAV SWEARY ANTHONY 3 This chart shows the leading Twitter users (by volume) who discussed the client over the analysis period. The chart provides a breakdown of their favourable, neutral and unfavourable comments, and the average favourability of their discussions. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 1

18 Placement Chart 3 Press PROMINENT MENTION HEADLINE MENTION PASSING MENTION SPOKEPERSON QUOTED PHOTO/LOGO/ CHART/GRAPH FRONT PAGE 3 These charts show the placement of mentions of the company in press, broadcast, online and social media, as well as the number of reports that included a relevant image and quoted or cited a company spokesperson. Prominent mention means that the company was mentioned in the first two paragraphs (press and internet) or leading section of a broadcast report, or three times overall. Passing mention means that the company was mentioned only once or twice in the body of the report. Chart 4 Broadcast PROMINENT MENTION PASSING MENTION 9 1 INTRO /1ST SENTENCE/ LEAD-IN LOGO GRAPHICS SPOKESPERSON QUOTED 9 LEAD STORY 3 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 18

19 Chart Internet PROMINENT MENTION HEADLINE MENTION PASSING MENTION 8.3 SPOKEPERSON QUOTED 9.4 PHOTO/LOGO/ CHART/GRAPH.9 FRONT PAGE 3 Chart 6 Social Media FOCUS OF TWEET PASSING MENTION IN TWEET INTRODUCTION/ FIRST SENTENCE/ LEAD IN LOGO PASSING MENTION PROMINENT MENTION GRAPHICS 3 3 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 19

20 Origin of Coverage Chart All Media MEDIA RELEASE- GENERATED 8.6% THIRD PARTY- GENERATED 3.% This chart shows the percentage of articles that are identified as proactively generated by a company media release or generated by a third party (such as letters-to-the-editor, surveys, or other companies media releases), and the percentage that are spontaneous or reactive news. SPONTANEOUS 88.% NOTE AS WELL AS MEDIA RELEASES, OTHER PROACTIVE MEDIA ACTIVITY CAN BE INCLUDED IN THIS SECTION SUCH AS PRESS CONFERENCES OR INTERVIEWS, IF DETAILS OF THESE ACTIVITIES ARE SUPPLIED BY THE CLIENT. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE /

21 Methodology Best Practice Media Analysis The media analysis methodology used by isentia has a systematic approach to turn media content into meaningful data. This approach analyses media content both quantitatively and qualitatively. isentia uses the CARMA media content analysis methodology, which is internationally recognised as one of the leading commercial systems available. CARMA (Computer Aided Research and Media Analysis) uses advanced technology to quantify media content, and human intelligence to provide qualitative insight and analysis. isentia uses the CARMA methodology to qualitatively analyse media coverage by taking into account multiple variables. These include the: > Placement of media reports (front page or lead item in broadcast media and websites); > Positioning of organisation discussion (headline, prominent mentions, passing mentions); > Image (photos, illustrations, charts, cartoons, or the image content of video); > Topics discussed in the media and their relative importance to the client organisation; > Messages, both favourable and unfavourable, communicated in media reports; > Sources quoted (both organisation representatives and other individuals who make relevant comments in the media); and > Tone of content (extreme language, adjectives and adverbs, metaphors or similes and other figures of speech). An aggregate score is calculated based on these multiple variables and presented on a 1 scale where is neutral. This is an overall rating of the favourability of each media report towards the client organisation (and, if relevant, other organisations or competitors). This aggregate score is called the CARMA Favourability Rating. The average favourability is the aggregated rating of the media coverage analysed. This can identify the potential impact of media reporting, and can be used to identify trends and establish benchmarks for future data. The criteria for analysis (such as topics and specific key messages) are set up uniquely for each individual client by a team of media analysis experts. These experts bring their industry knowledge to identify Average Favourability Explained key issues and attitudes that appear in the media, answer clients key questions, and, where relevant, provide recommendations for further action. The consistency of analysis is ensured in three key ways: > Most of the variables analysed are objective criteria (such as media name, positioning, sources names); > The somewhat more subjective topics and messages are identified by either exact phrasing or acceptable alternatives, provided to researchers before analysis begins; and > isentia uses multiple researchers on projects to minimise individual subjectivity. MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE / 1

22 AMEC Membership isentia is a member of the International Association for Measurement and Evaluation of Communication (AMEC), the leading organisation for media analysis and measurement globally with 14 members in countries. AMEC s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. To give you confidence that you have received the best reports and insights, having this membership means that isentia complies with AMEC s strict standards (see AMEC Global Communication Effectiveness Awards 1 In 1, reports produced by isentia won a total of five AMEC Awards: Gold Best Use of Communication Management: Business-to-Business Silver Best Use of Communication Management: Not-for-Profit Silver Best Use of Measurement for a Single Event Bronze Best Use of Measurement for a Single Event Bronze Best Use of Communication Management: Public Sector isentia IS THE WORLD S MOST AWARDED MEDIA ANALYSIS AND MEASUREMENT COMPANY 1 13 MEDIA ANALYSIS REPORT / SAMPLE REPORT 13 PAGE /

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