The case: How, from a list of URLs, can I optimize my communication?
To preserve the confidentiality of those involved in this real business case, we will not share any name or URLs
In our exemple hereafter, the client, ACME Co., has compiled a list of article URLs related to its brand. We could use this list as is but ACME is also scoring every article with a popularity number made of mix of likes, retweets, comments…
All in all, we start with a list of URLs compiled by a client, with or without scores.
1. Editorial profiling for each URL.
For each and every URLs, TrustedOut returns the top editorial classifications.
2. Classifications/score weighting and taxonomy consolidation.
Per article, classification split and scores are weighted. Then, to align with the taxonomy, the 3 hierarchical layers are consolidated:
3. Tree Mapping learning.
We use Tree Mapping to get a visual of the table above.
Here are some key learning:
3.1 People #1. Priority to Political Engagement
People is the biggest classification branch and Political Engagement should definitely be a priority. For campaigns, PR and watch.
Interesting, as well, are 2 related classifications: Series in Culture and Arts and TV/Videos/WebTV in Entertainment and Leisure.
3.2 Then, is Politics. 3 major classifications echoing People’s Political Engagement.
Very interesting, to see, way above, Political Engagement in People first and then 3 classifications of the same stem, Politics from the General branch.
Public Services, Civil Defense and Government are totaling 38,500, that’s almost 95% of the People’s Political Engagement (40,800).
It becomes easy, to orient your communication to resonate on this insight.
3.3 Sciences is all about Medicine and Health. Don’t miss Pharmaceutical and Drugs.
Same stem, Medicine and Health, 3 classifications with 2 clear split in importance: Pharmacy and Drugs and then, Care and Fluid.
Clearly, Pharmacy and Drugs, bigger than each Politics and half of the top notch Political Engagement, should be a focus.
3.4 Industries: All about Healthcare. 2 top classifications.
Interesting to see top 2 are, by far, Hospital and Clinic and Pharmaceuticals, both in Healthcare. 3rd and far behind is Manufacturing and Retail > Tobacco.
Interesting insight as well is to see the Industries > Medicine and Health > Pharmaceutical being half of Sciences.
Sciences first, then Industries helps with the agenda of your communication and branding efforts.
Bottom line: Focus on People and Sciences, knowing what to talk about for each.
Use the following insights for your communication, ad campaign, PR effort, Internal/External engagements…