Kaizo Central Court, 25 Southampton Buildings, London WC2A 1AL T +44 (0) F +44 (0) E W The Argyll Consultancies PLC Media measurement Satisfying the two-speed customer Crispin Manners May 2007 2 The Argyll Consultancies PLC Can you satisfy two needs? How to go where we are going by knowing where we have been How to get there faster by being more agile with communications 3 The Argyll Consultancies PLC How to go where we are going by knowing where we have been Some clients still only want an historic view To justify a campaign after the fact Some clients want to learn by analysing where they have come from Which messages worked best message pick- up Performance against competitors SOV Reach into end audience type of readership etc Performance with influential media detractors and promoters Old measures rapidly losing favour AVEs OTS PR value equivalents Straight coverage counts 4 The Argyll Consultancies PLC How to get there faster by being more agile with communications Some clients are now less interested in measurement and more in dynamic intelligence Which messages are working so can change tack Which media is responding so can maximise/change direction How spokespeople are performing so can increase conversion rates What competitors are saying so can change agenda/respond as required What current media stories provide a topical platform 5 The Argyll Consultancies PLC Some clients have a new need 6 The Argyll Consultancies PLC Some clients need to respond to a new need The world has changed and clients want new measurement services 7 The Argyll Consultancies PLC How Web 2.0 is changing the mix Some clients now have a desire to track What triggers stories about them or their industry so they can be more prepared The way stories evolve in the hands of web influentials so they can assess future pass around Sources of potential reputation damage so they can intervene Who are the web influentials and what is their attitude to the client so they can treat like traditional media 8 The Argyll Consultancies PLC Its about a new breed of influencer Clients want to know: Who in the media is listening How stories are picked up by others Clients want it fast So they can respond quickly Minimise damage 9 The Argyll Consultancies PLC Its becoming all about conversations online and offline Conversations between people who trust each other Conversations our clients cant control Conversations they can influence Conversations they can stimulate 10 The Argyll Consultancies PLC Clients want to measure Word of Mouse impact because the numbers stack up 100% : increase in revenue growth for consumer brands if word of mouth rates increase by 12% (Bain 03) 4x : Word of mouth leaders in consumer categories grow 4x category average (LSE 05) 50% : Increased likelihood brand will grow if it gets talked about (Millward Brown 06) 2x : Word of mouth has 2x the impact of traditional advertising on behavior (Millward Brown 05) 92% : consumers who cite word of mouth as best source of product information (GfK 06) 84% : consumers trust word of mouth advice offered to them (Keller Fay 06) 11 The Argyll Consultancies PLC The future landscape for you 3 not 6 degrees of separation so news/comment will get passed around faster More immediate services Every consumer has their own web presence but some will become genuine sources of influence need to know who they are and who listens to them Clients will move from tell mode to listen mode so they will need listening services Direct dialogue online and offline if the intermediary is removed then you will need to find a new value-add Web 2.0 PR the art of conversation will need new metrics for measuring impact of conversations 12 The Argyll Consultancies PLC Questions