services - monitor & measure
Monitoring & measurement
Every PR campaign should be built on a solid understanding of the relevant influencers, issues and channels, as well as the tone and level of conversation relating to a client. LEWIS provides one-off brand audits, a range of ongoing monitoring services and a measurement methodology to ensure clients know what’s being said and can adapt their strategy accordingly.
Brand audits - A brand audit provides a snapshot of the way a client is perceived in both social and traditional media. It includes competitive comparisons and a retrospective look at how that perception has changed in recent months. Analysis shows the strengths, weaknesses, opportunities and threats a client’s brand faces based on real trends in both volume and tone of conversation.
LEWIS monitoring services - are designed to achieve four goals:
- Identify mentions of a client across relevant social and traditional media
- Uncover issues, such as emerging hot topics or growing negativity as they unfold, allowing the PR team to address them quickly
- Listen to conversations happening about a client’s brand and use that information to adapt product or communications strategy
- Identify new influencers and channels
The LEWIS monitoring service is based on a selection of the top industry tools, including Radian 6, Meltwater, Vocus, Cision and Press Index. LEWIS also provides custom newsrolls (dedicated alerts from a combination of relevant search engines and blogs, delivered to a browser-based portal via RSS) and dashboards (widget-based online dashboards showing key metrics and coverage sources) for clients.
Measurement - LEWIS measures campaign success based on engagement. How engaged with the client’s brand are its stakeholders (customers, prospects, consumers, partners, investors, etc)? Measuring engagement is important because it tells us whether stakeholders have actually read or seen coverage, thought about it, talked to others about it or acted upon it. LEWIS has developed a methodology for measuring engagement, based on the idea that there are four levels of engagement: View, Interact, Contribute and Transact. Client account teams advise on the appropriate metrics to evaluate performance at each level and regularly review and report against each metric.