Visibility reports: a key asset for your communication
As we review the latest data from the past year, our team is preparing to draft the annual visibility reports that will guide our clients’ strategic decisions for the coming year.
This bustling period offers an opportunity to share more about our work and present a preview of our highly-anticipated annual reports.
Why create a visibility report?
A visibility report is a comprehensive and personalized analysis of your brand’s communication. This report, both quantitative and visual, focuses on the key performance indicators (KPIs) of your press, web, audiovisual, and social media visibility. It allows you to:
– Review your year: It’s an opportunity to reflect on your milestones and measure the extent of the work accomplished over the past 12 months.
– Take a step back: If you have many product categories and/or subsidiaries abroad, stepping back to estimate the influence of your different markets in the media landscape is essential for clarity.
– Identify strong and weak signals: Our personalized reports will help you understand which channels, campaigns, and markets have generated the most value and where your strengths and areas for improvement lie.
– Prepare your communication strategy: Finally, and perhaps most importantly, our detailed analyses allow you to adjust your media plans in an informed manner and focus on the most relevant communication strategies for your brand.
What is included in our visibility reports?
Here is an overview of what you can find in your custom reports:
Your key figures
Discover your performance of the year through our KPIs, including the number of your publications, your audience, and the valuation of your actions.
Your results by media type
At Estimation Média, we consolidate all your data sources. Here, you will find the impact of print, audiovisual, web, and social media channels.
The performance of your product categories
Do you create different product categories? Our custom reports allow you to evaluate the impact of all your range.
Your results by geographic area
Throughout the year, you run your campaigns worldwide. See which geographic area performed best.
Your top media supports
Refine your analysis and determine which media helped you achieve your goals.
Who are we?
Estimation Média is a Parisian agency highly specialized in media impact analysis. We help you create 360° custom reports by exploring your performance through AVE, EMV, and many other KPIs. Thanks to our innovative tools, we measure the effectiveness of your press and influence actions with unparalleled precision. Our analyses will provide you with a detailed and multidimensional study of your impact.
Do you like the look of our reports?
This is just a preview! Contact us and request a demonstration. Our team will be happy to answer all your questions and offer you a personalized report.
Are the media speaking positively about your brand?
You are mentioned in the press and on social media! But are the media speaking positively about your brand?
When evaluating the impact of your media visibility, you might be tempted to focus primarily on the number of mentions, sometimes at the expense of other indicators. For instance, your event, product, or collection might be widely discussed. However, this can quickly turn into bad buzz if the mentions are negative. In this article, we discuss a sometimes underestimated indicator: tonality.
Analyzing the polarity of social media
Some sophisticated monitoring tools analyze the sentiment of social media posts. To do so, they use natural language processing (NLP) algorithms. This analysis determines whether a post is generally positive, negative, or neutral by taking its context into account. Some monitoring tools provide this service in over a hundred languages!
More specifically, this feature allows you to identify a spike in negative mentions that might indicate an imminent bad buzz. This way, you can take appropriate actions to limit its spread and manage the crisis before it is too late.
Beyond the simple positive/negative dichotomy, other KPIs are essential for a thorough analysis, such as reach or engagement. Cross-referencing data can help you answer questions that will guide your communication strategy. Are posts from influential accounts positive or negative? Do negative posts go viral? By identifying dominant trends, you can determine if a real bad buzz is developing or if it is just a few isolated haters.
Analyzing the sentiment of your broadcast, print and web coverage
At Estimation Media, we also analyze the tone of your print, online, television, and radio coverage. To offer you comprehensive insights, we run sentiment analysis for your worldwide publications. Our extensive language panel ranges from French to Chinese and Korean…
Our comprehensive 360-degree view enables you to explore your data multidimensionally and analyze your visibility with nuance.
How was your collaboration with this personality perceived in Japan compared to France? How was your latest collection received by major press titles versus on social media?
Who are we?
Tonality and other media impact indicators hold no secrets for us!
Specializing in enhancing your visibility both in France and internationally, our agency supports companies of all sizes in their communication strategies. We conduct comprehensive media reviews and multidimensional media studies tailored to your brand. Our goal? To equip you with all the valuable data needed for your future strategic decisions.
For more information, visit our contact page.
Paid, Owned, Earned Media: How to Measure their Impact
Have you heard of POEM? Spoiler alert: we are not talking about literature here! Indeed, POEM is short for Paid, Owned and Earned Media. In this article, we delve into these concepts. Read on to gather insights on how to integrate them into your communication strategies effectively.
Paid, Owned, Earned Media: What Are They?
Paid
An advertisement in a magazine, a sponsored web article, a TV commercial, or a paid influencer partnership… As the name suggests, this category includes the visibility you have purchased!
These tools offer the advantage of defining your target audience in advance and getting an estimate of the reach of your content before investing. Whether you want to extend your brand’s current audience or position yourself in a new market, advertising is an amplification tool for your campaigns that remains effective despite an increasing preference among users for organic content.
Owned
This refers to content published in your name, particularly through your official social media accounts, blog articles, your brand magazine…
Owned media is essential: it offers a window into your brand. This type of communication allows you to address your audience on your own terms and control the storytelling associated with your products or services. It is also an excellent way of interacting directly with your customers while attracting new targets.
Earned
Press articles, social media posts, and other content related to your brand that you have neither paid for nor published yourself fall under earned media.
From your followers posting photos of your products to journalists writing articles about your brand, all contribute to your organic visibility. They bring authenticity, if not lasting legitimacy, to your brand. Consider the milestone that an Instagram post by a celebrity or an article in Vogue represents for a young designer.
In short, as the name suggests, earned media is the visibility you earn from your hard work!
Which one to choose for your communication strategy?
Now that we have defined these concepts, what is next?
Knowing these terms provides you with a framework for understanding your media impact.
Although paid, owned, and earned media are complementary, you will need to balance these different levers. Is it more interesting to use a macro-influencer? Strengthen your press relations team? Or produce a new photoshoot? In other words, how do you allocate your budget between paid, owned and earned media?
To answer these questions and design strategies suited to your current goals, you will need to understand the impact of your communication actions.
Therefore, it is essential to adopt a 360° vision and identify the capacity of each of these levers to help you achieve your goals.
How to measure their impact?
You might be already assessing the impact of your social media posts and influencer campaigns. But did you know you could integrate earned media into your analyses as well?
What engagement did our last influencer activation generate? Is their reach similar to the latest posts from our own accounts? Which of our products are most covered by the press?
Here are many questions, whose answers will allow you to identify the strengths and weaknesses of your strategy, redirect it as needed, and design the next ones based on reliable data.
Estimation Média offers comprehensive 360-degree media monitoring and provides tailored analyses of your brand’s press, web, audiovisual, and social media visibility. Specializing in both French and international media, our knowledge of the sector’s KPIs and of monetary valuation concepts like AVE and EMV allows you to accurately estimate the return on investment of your communication strategies and obtain the critical data needed for informed decision-making.
To learn more, visit our contact page.
