2_1045am_measurement_VictorAimi

Victor Aimi
Director Corporate
Communications
Latin America
@vicatoru
“So far we are looking at a terrific
device with very good software on
top…”
“No doubt, Samsung’s next step will be
to launch their own operating
system…”
“Of note, the Galaxy S4 will be the first
smartphone with Knox, Samsung’s
safety system”
“If the Galaxy 3 is well above any
other smartphone, 4 is awesome. Has
it all but the ride to the moon”
“Pictures with sound? Amazing!”
“Picture in Picture within video.
Simply impressive”
What
1. The Spot Report
For
What For
Senior Leaders
Show coverage
Did the message get through?
What did we learn?
2. The Monthly Scorecard Your Team
Show KPIs
Was it a good month?
Course-correct; Reward
3. The Issue Report
Show problems
What could we do differently?
Marshall resources
Other Teams
“
”
Bill Gates: My Plan to Fix The
World's Biggest Problems, WSJ, 25
“Companies that don’t get
written about in the media
tend to outperform those
that are widely covered”
Raging Bulls: How Wall Street Got Addicted to Light-Speed
Trading,
Wired magazine, Sep 2012
#prbootcamp
Activities
Output
479 Articles
135 Score (0 – 200)
3.7 Tone (1 – 5)
74% Message Pick-Up
54 Highlights
Outcomes
WIRED
Expectations
Control
Efficiency
Quality
Identity
Drive
Top-of-Mind
Tone
Transparency
Relationships
“
”
The New York Times, 11 Sep 2012
“
”
The Economist,
“So, Mitt, what do you
really believe?” Aug 25 2012
“
”
The New York Times, “For both campaigns, a need to
control the message” 16 Sep 2012
“
”
Wired magazine, “How an Indie Designer Landed
Her Plushies at Petco”
Sep 19 2012
“
”
Billboard magazine, “Carly Rae Jepsen's 'Call Me
Maybe' Is Billboard's Official Song of the Summer”,
Sep 6, 2012
“
”
New York Times, “Cultural Clash Fuels Muslims
Raging at Film”
Sep 16 2012
El Chigüire Bipolar,
Sep 13, 2012
Expectations
Control
Efficiency
Quality
Identity
Drive
Top-of-Mind
Tone
Transparency
Relationships