M-Brain business intelligence seminar Oct 7 2010 final
1. Evolve!The future of Strategic Media AnalysisM-Brain Business Intelligence SeminarMark Linder7 October 2010, Helsinki
2. This is a pivotal time for the strategic analyst of media Strategic analysis can move to a proactive role This role can put the analyst at the centre of strategy and decision-support New tools and more creative methods are available – and necessary
4. What is the purpose of online research and analysis, anyway?
5. The capability at your fingertips is changing Yesterday Understand what tier I and trade media is saying, reactively Today Understand what all media is saying, proactively Analyze threats, sources, and rising topics Track what real people think, and who is influencing them
6. Strategic media analysis is not only about what the media is saying... It is not only about what real people think about your chosen topic, entity, brand...
7. ...It is also what people are saying about what others thinkabout that topic
12. "The price we pay for the growth in egalitarianism offered by the Internet is the decentralized access to unedited stories. In this medium, contributions by intellectuals lose their power to create a focus.“ -- JuegenHabermas, quoted by Andrew Keen, “The Cult of the Amateur”
20. Topic and theme analysisWhat are the trending topics, and main themes being discussed?
21. Topic and theme analysismust include Influence Mapping Are sites cross-referencing each other? Which sites/voices are the most influential? What are they saying? How does this change over time?
22. Social Media Analysis Which media should you be analysing? Should it be the most influential? The most authoritative? The 'Buzziest'? What media classifications are the most useful for your needs? Which analytics are meaningful to you?
34. The new “Tier I” Yesterday Tier I -- NY Times, BBC, CNN, Guardian, etc The supporting trade media Today Tier I -- NY Times, BBC, CNN, Guardian, etc Supporting trade media And, the big 5 And, the relevant blogs
35. Going broader -- the big five Twitter YouTube Linked-In Flickr Facebook 30M tweets/day 200K clips/day 50M users 4B photos 540M active users
36. Topic and Theme AnalysisBP oil spill Social media activity here was most stimulated by images of the spill… not by stories about the politics or environmental impact… …celebrity engagement also stimulates social media reactions!
38. Tracking the opponents – BP oil spill 18,000 followers @BP_America With sunny skies, lower temps, clean beaches, Fall is a great time to visit Gulf Shores & Orange Beach 190,000 followers @BPGlobalPRReports of 79% of the oil remaining in the Gulf are false according to the pie chart we made ourselves
39. Tracking the semantics -- HomeSun HomeSun is a solar generation company that funds the homeowner investment Semantic analysis shows that the launch was treated as a renewable energy economy story, not a “solar” story
40. Assessing strategic themesUganda Analysis – public issues Ethnic and Religious Tensions Assessed Strategic Importance Conflict and violence Torture Contracep-tion Unemployment Refugees and IDPs Lack of Education Kidnap Agriculture Territorial Disputes HIV/AIDs Poverty Economic Instability Oil Inter-national Aid Housing High Infant Mortality Rates Corruption Restriction of political freedom Water Manage-ment Short Life Expectancy Disease Key: Size of circle = Assessed level of public interest Colour of circle = Assessed strategic importance Overlap = Interrelated issues HIGH LOW
43. For example, search is a dynamic Google has the best index Google makes available good tools Alerts Trends, trends for websites Insights for search
51. Influence MappingLondon Fields Shooting In influential online media this turned out to be as much (or more) a political story as a policing story
52. Influence MappingLondon Fields Shooting Mayor of Hackney Chief Superintendent Detective Sergeant Police are very much part of the story!
53. Summary Journalism is a free-flowing copy/paste river, where words, video, pictures play an interrelated role Strategic analysis goes beyond words, and beyond Tier I Topic analysis requires a look at rising trends Must be married to dynamics to see what’s behind the story Your product is insight
55. Credits Andrew Lyons (perspectives on journalism) Darrell Berry (influence maps and topic analysis, BP, Metropolitan Police) James Thomlinson (digital discovery toolbox) Nicholine Hayward (domestic violence example) Olton (Uganda strategic themes) Tim Bell (perspectives on change)
56. Thank you Mark Linder, Bell-Pottinger Sans Frontières mlinder@bell-pottinger.co.uk
Hinweis der Redaktion
NB: Please refer to Olton’s written reports for analysis of how alcohol is related to each of these strategic issues.This second slide provides a traffic-light grading system to demonstrate how important these issues are strategically in terms of Uganda’s future development and international standing (red = highly important, green = relatively lower importance).
