Media Monitoring & Analysis

Transcription

1 Media Monitoring & Analysis Where Sister Social and Brother Traditional Team Up to Provide Enhanced Content Analysis MRIA February 23, 211

2 MediaMiser and Me Incorporated in Ottawa in 23. More than 3 full-time and part-time employees. Media Monitoring and Analysis of: Traditional (print, online news, radio, TV) Social media (Blogs, Twitter, Youtube, Facebook) Michael Sloboda, Director of Media Intelligence

3 A Question?

4 Traditional Media (Canada)

5 Social Media

6 Macroeconomic Data Other Data Sources Survey Data 3, Stock Price vs. Volume $14 25, 2, 15, 1, 5, $12 $1 $8 $6 $4 $2 $

7 Agenda-setting Theory Quote on agenda setting- "The media doesn't tell us what to think; it tells us what to think about"- Bernard C. Cohen (1963)

8 Content Analysis

9 Media Monitoring and Analysis Graham Henderson Perrin Beatty Charlie Angus James Moore Positive Neutral Negative Michael Geist Tony Clement % 39.9% Positive Neutral Negative 36.% Average Tone.25 % 5% 1% -.25 DLTC DLMG DPJM FDTC Weighted Average Prominence %

10 Media Visibility Average Tone.25 % 5% 1% -.25 DLTC DLMG DPJM FDTC Weighted Average Prominence % Average Tone.25 % 5% 1% -.25 DLTC DLMG DPJM FDTC Weighted Average Prominence %

11 Circulation Globe and Mail ON The Ottawa Citizen ON Edmonton Journal AB The Peterborough Examiner ON The Kingston Whig-Standard ON North Bay Nugget ON Circulation The Brantford Expositor ON Stratford Beacon-Herald ON The Cornwall Standard-Freeholder ON Thousands

12 Tonality Supply Chain Training Compliance Oversight Financial Strategic Partnerships Screening Technologies Terrorism Tone Rationale Tone Range: 5 to -5 Point Distribution Added point Positive referral to organization. Use of a key message. Use of a spokesperson. Highlighting spokesperson or organization as an opinion leader. Organization s activities are related to charitable or community events. Extra point if previously listed criteria is in the heading or lead. Loss of Point Negative referral to organization. Spokesperson is highlighted in a negative light. Spokesperson is misquoted, or gives improper information. Organization is involved in activities resulting in loss of property, extreme customer dissatisfaction, or negligence resulting in death or injury. Extra point is removed if any of the previously listed criteria is in the heading or lead Negative Neutral Positive 1 Digital Locks Digital Piracy Fair Dealings Internet Provider Liability

13 Prominence Circulation Issue #1 Position Headline Top of Story Body 6 5 Number of articles 4 Location 3 Instances Number of Articles 2 1 Front Page Section Page Highly Visible None of the Page Above Number of Articles Photo/ No Photo Word Count Number of Articles Number of Articles Photo No photo

14 Media Visibility Average Tone.25 % 5% 1% -.25 DLTC DLMG DPJM FDTC Weighted Average Prominence %

15 Media Visibility Average Tone 2 1 % 5% 1% -1-2 Impact on payers Data Exclusivity Extended Patent Term Investment Weighted Average Prominence %

16 Case Study - Copyright Bill C32 This case study examines the issues and spokespeople involved in the debate about Copyright Bill C32. Positive tone if articles supported Copyright Bill C32 proposals. The time period was from January 21 July 21 Our sample was n=139 articles drawn from the print media across Canada.

17 Overall Tone of Coverage - # of Articles 24.5% Positive Neutral Negative 21.6% 54.%

18 Author/Journalist Coverage Gillian Shaw Misty Harris Loreena Mckennitt Sheena Goodyear Laura Payton Sharon Singleton Michael Geist Andrew Mayeda Sarah Schmidt Vito Pilieci Number of articles

19 Publications The Windsor Star ON The Kingston Whig-Standard ON The Brantford Expositor ON Woodstock Sentinel-Review ON Edmonton Journal AB The Peterborough Examiner ON North Bay Nugget ON Stratford Beacon-Herald ON Globe and Mail ON The Ottawa Citizen ON Number of Articles

20 Regional Coverage Manitoba Saskatchewan Quebec British Columbia Alberta Canadian National Ontario Number of articles per Province

21 # of articles Issue Tone and Coverage Negative Neutral Positive 2 1 Digital Locks Digital Piracy Fair Dealings Internet Provider Liability

22 Spokesperson Tone and Coverage Graham Henderson Perrin Beatty Charlie Angus James Moore Positive Neutral Negative Michael Geist Tony Clement # of articles

23 Frequency of Mentions or Exposure of Issue and Spokesperson 1% 15% 17% 39% DLTC DLMG FDTC DPJM Other 2%

24 Media Visibility Avg. Tone % 5% 1% DLTC DLMG DPJM FDTC Wgt. Avg. Prominence

25 1% 1 Linkages 9% 9 8% 8 7% 7 6% 6 5% 4% 5 4 Traditional Media - Exposure Social Media - Twitter Mentions Social Media - Facebook Mentions 3% 3 2% 2 1% 1 % week 1 week 2 week 3 week 4 week 5 1% 8 9% % 7% 6 Avg. Tone.5.25 % 5% 1% DLTC DLMG DPJM FDTC 6% 5% 4% 3% 2% Traditional Media - Avg. Weighted Prominence Social Media - Twitter Mentions Social Media - Facebook Mentions % 1-1 Wgt. Avg. Prominence % Week 1 Week 2 Week 3 Week 4 Week 5

26 8.% $4. Linkages 7.% $35. 6.% $3. 5.% 4.% 3.% 2.% $25. $2. $15. $1. Traditional Media - Exposure Stock Closing Price 3, 25, 2, 15, 1, 5, $15 $1 $5 $ 1.% $5..% $. 3 $4. 2 $ $2..75 $1. Avg. Tone.5.25 % 5% 1% -.25 DLTC DLMG DPJM FDTC $. -$1. -$2. Traditional Media - Average Tone Stock Closing Price $ $4. -1 Wgt. Avg. Prominence

27 Social Media & Superbowl Commercials # Facebook Posts # Tweets Facebook Posts - Auto Facebook Posts - Other Tweets - Auto Tweets - Other

28 YouTube/ Social Media & Superbowl Commercials Youtube Views (x1,) Social Media Mentions Youtube per day - Auto Youtube per day - Other Social Media - Auto 1 5 Social Media - Other

29 Superbowl Commercials Top Categories Social Media Frequency of Mention 31.8% Auto Other 68.2%

30 Superbowl Commercials Top Categories % Views on Youtube 24.5% Auto Other 75.5%

31 Thank You Questions?