1. Analysis: navigation tools for a media driven world
Part 1: Here be dragons
Paul Hender, Head of Insight and Analysis
E-mail: paul.hender@gorkana.com
Twitter: #GorkanaAnalysis

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Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August

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Media analysis industry has grown by 10% every
year for the past five years
61% of PR agencies are expecting spend on
analysis to grow over the next five years
The Cabinet Office has declared that analysis is to be
a mandatory part of all government communications

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It’s difficult indeed dangerous to
underestimate the huge changes this
revolution will bring to build and destroy not
just companies but whole countries

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13. Coverage landscape
IKEA withdraws meat
products after traces
of horse meat are
detected
IKEA withdraws almond cakes in 23 countries
after Chinese customs officials discover
contamination with traces of coliform bacteria
IKEA Group reports
an increase in sales
and strong growth
abroad for FY13
IKEA announces
an increase in
annual sales for
the last financial
year and growth in
foreign markets
Favourability Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 Aug-2013 Sep-2013 Oct-2013 Nov-2013 Dec-2013 Jan-2014
Favourable 27% 56% 58% 46% 68% 74% 76% 66% 72% 65% 64% 64%
Neutral 16% 20% 35% 41% 28% 24% 15% 32% 26% 20% 31% 33%
Unfavourable 57% 24% 7% 13% 4% 2% 9% 1% 2% 14% 5% 3%
Numberofarticles

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Barclays Libor Coverage

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Call For Barclays Boss To Go After £290m Fine
Sky News @SkyNews
Followers: 367,000 Retweets: 7
If senior management knew what was going
on they deserve all they're going to get
BBC Radio 4 Today @BBCr4today
Followers: 150,000 Retweets: 34
Give a man a gun and he can rob a bank, give a man
#Barclays bank and he can rob the world.
HRH Prince Charles @CharlesHRH
Followers: 167,000 Retweets: 1,219

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21. Flooding dashboard
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Key topics Top authors
Query trends

22. Twitter insights and demographics
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Query trends

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Grand Prix Platinum Award for the
best overall entry, 2014
“User-friendly, informative and valuable
early-warning system with a strong blend of
insights and quantitative data.”
“Smart, innovative and transformational
impact on client comms and stakeholder
engagement (and policy!)”
“This programme is noteworthy as it is using
data to identify trends and inform actions - a
critical part of public relations and
communication management that needs to
be developed across the profession.”

25. Who is going to use the analysis:
Communications team
PR agency
Senior management
Other functions (marketing / BI / customer insight)

26. Content is king: garbage in / garbage out
Choose your channels: print, online, broadcast, social
Human vs automation: quality / cost / time
DIY vs Outsourcing

27. Write down what you want to achieve
Choose metrics that link to your
communication objectives
Establish benchmarks
Measure against targets

28. Choose the appropriate reporting format
for the appropriate stakeholders:
Offline monthly and quarterly reports
Campaign reports
Dashboards
Daily summaries
Data feeds

29. Evaluate the evaluation:
Regular review points (first report, quarterly)
Keep it flexible – react where appropriate
Keep it relevant

30. takeholders
ontent & coding
bjectives
eporting
valuate

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Part 2: Measure what matters...

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