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


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.


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


GLOBAL REACH: 14 OFFICES IN 11 COUNTRIES


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


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


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


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


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


CUSTOM DASHBOARDS

12


…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


CARMA CONNECT

Linking media performance to tangible outcomes


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


CARMA CONSULT

Consulting on all things PR Research & Measurement


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


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carma corporate presentation march 2011

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