Carma Corporate Presentation March 2011
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Transcript of Carma Corporate Presentation March 2011
MEDIA MEASUREMENTSOLUTIONSFrom the global media analyst team at CARMA
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
CARMA’S OFFERING: CONNECTING CLIENTS’ OUTLAY, OUTPUT, OUTCOME
ConsultingPre-campaign, formative, post-campaign evaluative insights, implications and data to demonstrate ROI , validate intuition and drive strategy
Market ResearchIn-family affiliations: 50+ global polling and market research firms helping us help clients connect output to outcomes
Traditional & Social Media Measurement & Analysis Bridging the gap: a human eye on traditional media for nuance & a partially-automated method applied to social media for volume and speed.
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
AutomotiveDaimlerChryslerFord Motor CompanyGeneral MotorsToyotaVolkswagen
Consumer ProductsAmwayArm & HammerBen & Jerry’sCoppertoneEastman KodakGeneral MillsKFCMcDonald'sNikeOcean SprayPizza HutProcter & GambleSC Johnson
EnergyABBAmerican Petroleum InstituteConstellation EnergyEntergyE.ON (LG&E)ExelonHalliburtonNortheast UtilitiesPacific Gas & ElectricSaudi AramcoSiemansStatOilHydro
Financial ServicesAmerican ExpressCitigroupJPMorgan ChaseMastercardNasdaq Stock MarketVISA International
Government Perot Government SystemsSSA
PharmaceuticalAstraZenecaClaritin Eli LillyNovartisPfizer
Services / HospitalityHoliday InnMarriott International
TechnologyHewlett-PackardIBMIntelMicrosoftPhilips ElectronicsSAPYahoo!
TelecommunicationsLucentMotorolaNokiaQualcommQwestSprint Nextel
TransportationAir CanadaAmerican AirlinesBoeingBombardier AerospaceBritish Airways
Associations/OrganizationsNat’l Cattlemen’s Beef AssocRobert Wood Johnson FoundationWorld BankUNICEF
CLIENTS
PR AgenciesOgilvyBurson-MarstellerMS&LRuder-FinnTaylor PRCoyne PR
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
GLOBAL REACH: 14 OFFICES IN 11 COUNTRIES
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
BENEFITS OF MEDIA ANALYSIS
•What is our media profile?•What is the quantity and quality of our coverage?•How favorably are we portrayed?•How do we stack up relative to competitors?•Who / what are the top:
• Journalists• Topics• Messages• Media types
•Who (stakeholders) is talking about us in the coverage and what impact are they having on the coverage?•Are there regional variations in coverage?•What is driving most of our coverage overall?•What is driving our quality coverage?
Media analysis answers these questions… …to be able to help clients:
•Validate intuition•See trends over time•Shape strategy pre-campaign•Course-correct tactics•Demonstrate progress•Demonstrate impact•Demonstrate value•Optimize budget allocation•Maintain / grow budget
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
CARMA’S STRENGHTS (compared to fully automated solutions)
Quantitative and qualitative analysis of traditional & social media with an unmatched, flexible, customizable blend of
human-based methods for nuance and depth with automation for volume and speed; delivered through both online dashboards and deeply analytical, written reports
Deep•Human-based analysis•Accuracy•Quality-controlled data•Nuance, context•Analysis…not just data•Depth of analysis / analytical commentary•Demonstrating trends over time, not just snap shots in time•Placing clients’ media performance in comparative context•Correlating outputs with outcomes•Consulting on all things PR research & measurement
Flexible•No extra charge for additional search terms, key messages, issues•We look for & identify any/all stakeholder voices in your coverage—not a pre-set & forget finite list of spokespeople—we look at their impact on your coverage•365/24/7 access to data•Cross-tabulating/filtering
• (some self serve, more via CARMA analysts)•Direct access to senior-level analysts•Portal + written report preparation•Access to data in between regular reporting periods•Written-reports as frequently as needed•Optional, ad-hoc, as-requested special reports•Monitoring all social media
MEDIA MEASUREMENT SOLUTIONSFrom the global media analyst team at CARMA
MONITORING
MEASUREMENT
REPORTS
DASHBOARDS
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
MEDIA MONITORINGCARMA NEWS ACCESS
•View top line data in easy-to-navigate format
•Sort and filter data by keyword, topic, date, publication, byline, division, type of media
•Easy-to-share information: export raw data, print/save charts, email articles
•Drill down to the full text of each story or post
•Conduct ad hoc searches for articles
•Use data breakouts and trends as early warning system for spikes on key issues
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
MEASUREMENT CARMA ONLINE
•CARMA Online houses all your related research data
•Allows users to filter the data based on a wide array of parameters
•Enables customized searches
•Offers drill down to original source material
•Links to monthly slide presentations and any additional special analysis and reports
•Is available 24 hours a day, 7 days a week, 365 days a year
Availability 24/7/365
Update frequency Based on client’s needsFormat of data Charts, graphs and record tables, no expirationFull text availability Yes, links provided at article/post drill down level
Ability to print or export
Site is Flash-based, but there is a tool for printing a static version of each chart, and an option to export the raw data to a CSV file
Data filtering capabilities
By date, media type, prominence, issue, message, spokesperson, media source name, journalist or blogger, geographic region or country
Search capability Yes
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
We analyze so you don’t have to. Our reports are supplemented by clients’ 365/24/7 access to CARMA Online to manage the ‘day-to-day’ with some cross-tabbing and exporting of charts & graphs
REPORTS
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
CUSTOM DASHBOARDS
12
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
…CARMA examines and scores factors that speak to the quality of the story + how favorable the story was in its entirety & context.
Placement• Headline• Photo/Logo• Size/Length• Position
Sources/Messages• Fav/Unfav Sources• Pos/Neg Messages
Tone• Overall Pos/Neg Tone
CARMA’S INDUSTRY-LEADING METHODOLOGY
• Article date• Headline• Media Name • Article type• Journalist and affiliation (if noted)• Brand, corporate and industry topics • Positive and negative messages • Sources quoted, affiliation and bias of comment• CARMA Favorability Rating
MEDIA MEASUREMENT SOLUTIONSFrom the global media analyst team at CARMA
CARMA CONNECT
Linking media performance to tangible outcomes
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
CARMA Connect is a statistically sound method that provides you with hard data:
•Demonstrating tangible ROI
•Illustrating the real value of your media coverage
•Helping you move beyond the anecdotal and intuition toward data-driven decision-making
•Helping you maintain or grow your budgets and staffing levels
CARMA CONNECT: LINKING MEDIA PERFORMANCE TO TANGIBLE OUTCOMES
MEDIA MEASUREMENT SOLUTIONSFrom the global media analyst team at CARMA
CARMA CONSULT
Consulting on all things PR Research & Measurement
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
Research & measurement strategy/ framework creation & integration
Linking outputs to outcomes:
measurable objective setting
correlating media performance with any number of organizational tangibles (link to CARMA Connect)
demonstrating a causal relationship between communications outputs and outcomes,
demonstrating the unique contribution that PR has made to the marketing mix,
Stakeholder relationship tracking
Reputation tracking
Employee engagement research
Effectiveness of leadership communications
Effectiveness of sponsorships and experiential marketing
CARMA CONSULTS ON ALL THINGS PR RESEARCH & MEASUREMENT
MEDIA MEASUREMENT SOLUTIONSFrom the global media analyst team at CARMA
JOIN THE CARMASATION
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Join: The CARMA LinkedInGroup