Category: Business cases

TrustedOut: Intelligence you trust. Brand Safety you trust. PR you trust.

TrustedOut helps your business all the way, all the time.

Let say here, your company, SmartBizFurnitures, builds and commercializes high end, classy Business Furnitures.  SmartBizFurnitures believes Lifestyle applies to Business environments.

Sources you trust to get reliable intelligence.

You must trust the content you use to trust any decision you make.

SmartBizFurnitures asks TrustedOut for all media sources covering:
People › Lifestyle › Decoration And Design And Architecture

Because they are looking for insights from their intelligence tool (Digimind, Netvibes, etc…), they decide to:

  • Solely select the classification your business is in: People › Lifestyle › Decoration And Design And Architecture
  • Pick “covered” to get a large but relevant number of sources for our analytic tools.
  • Go with the shortest period of taxonomy, the rolling “Past week”,  because they want to be news-sensitive.
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TrustedOut finds 481 sources. Click on “Get”…

Intelligence tools ready.

… download the CSV file of those 481 sources and import them in your semantic/social intelligence tool. Your tool will continue to listen to all new articles from those sources. Should you need articles abstracts from the past, ask us as we archive everything we’ve computed.

This download of sources is manual and thus your list of sources won’t be updated unless you do regular download and import to your intelligence tool. To avoid this and always analyze the freshest, most up to date sources, select “Connect”.

Media you trust to keep your brand safe.

Here you want the widest AND most relevant (read consistant) list of media for the safest whitelist you will feed your ad server with.

This time ask TrustedOut for the whole classification group: Lifestyle, but this time we want to get the largest but secure list of media who have published on Lifestyle in the past 7 days.

TrustedOut finds 3,717 media (and 10,037 sources)

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Brand cannot be with “Politics”

SmartBizFurnitures does not want to be involved into “Politics”, so, those 7% should disappear from our Corpus map.

Let’s remove the whole classification “Politics”… with the 4th line: Media covering Politics in the past 7 days should be removed from the list:

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Of course, we have less media: 936 instead of 3,717 but it’s the choice made by SmartBizFurnitures to keep their brand safe and consistant.

DSP ready.

Same as with Sources. Here you will download the Media list as CSV but, as your brand must remain safe all over an ad campaign, you will want to “Connect” so the list of media = the Whitelist, will be up to date at all time.

Articles you trust to build on your PR efforts.

For our reading. we want the latest articles from the most relevant sources.

We will ask TrustedOut to give us our classification, as with Analytics, People › Lifestyle › Decoration And Design And Architecture, but since here, it’s not a machine analyzing but humans, likely a PR team or directly executives, we will select: Dedicated over the past 7 days.

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100+ a day. 20,000+ archived.

On average, TrustedOut will provide 102 articles abstracts and can provide more than 20,000 from archives upon request.

A click on the right “Get” gives us:

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Spot on for your PR efforts.

Click on the abstract article to read the article. Very interesting for SmartBizFurnitures. PR effort right here.

mouse over to zoom. Click to read.

Watch tool ready.

Simple. Download: RSS.

Use this RSS as any RSS. Corporate pages, alerts, newsletters…

For example, in Netvibes:

mouse over to zoom. Click to discover Netvibes

or in Feedly:

mouse over to zoom. click to visit feedly.com

Your business is made of the content you trust.

Your business is all about the content you trust.

Contact us: contact@trustedout.com

Media: Contributing to polarization AND reflective of polarization.

12 of this year’s 15 most politically polarizing brands are national news outlets

Thanks to this article from Morning Consult, Media Companies Dominate Most Divisive Brands List, and It Keeps Getting Worse, for this chart:

Copyrights: Morning Consult

“Democrats think the media is more important and made Republicans think it was more biased”

This quote from Matt Grossman, an associate political science professor at the Michigan State University, illustrates, for example, the difference between Republicans’ and Democrats’ net favorability for CNN, for example, stood at 66 percentage points last year. It grew 14 points to 80 this year, due to a 12-point drop in net favorability among Republicans, from minus 13 to minus 25. Republicans held more negative views than Democrats of every media outlet on the list except for Fox News. 

Polarization: Contribution and Reflection.

Which makes Joe Barone, managing partner of Brand Safety Americas for GroupM, say “In a way, it’s really corroboration of the narrative in the industry right now,… The narrative is that we’re living in a polarized world, and media is both contributing to the polarization and reflective of the polarization.”

Polarization is good for (media) business…

…major media outlets that have embraced a more adversarial stance on Trump since his election, business has been good. Viewership for all three leading cable networks — CNN, Fox News and MSNBC — increased in 2018, per a Pew Research Center analysis of Comscore data.

… but bad for (media) credibility.

Perceptions of media credibility have dropped since 2016, according to Morning Consult analysis, largely fueled by Republican attitudes. Democrats and Republicans also tend to trust headlines from outlets that society considers closer to their ideology, although that changes by topic.

Means you better know the (here political) media profile.

In our Business Case #1, we demo how Content Orientation can twist an insights coming out of your analytics tool.

The very same analytics were run using the very same analytics tool, Netvibes, across the whole Corpus (the All column) and one per political wing (Sources: BPI events).
Gauging the level of political orientation of your Corpus will drive your reading of your analytics tools and thus what you make from it.

Yes, Political orientations influence your analytics (and thus, your decision-making).

From the analytics results above, when it comes to AI, left wing oriented media are more negative, feels a foreign influence from Silicon Valley and China, and do not link AI with smartphones.
Right wing publications are way less negative, local sensitive, linked to iPhone only (vs all publications both linked to both android and iphone)
Bottom line: PR efforts should insist on the local development of ACME cars, re-insure, re-comfort on AI being a benefit, not a threat and have no link to smartphones, use or ownership.

Questions? Contact us!

Media Coverage Market Shares US vs France – Source TrustedOut – 10/01/19

What Media are covering the most.

In the US.

As of today and over the past 90 days, here are the top “covered” group classifications. This means the percentage of media in America covering the following group classification (like a countrywide newsstand shelf)

In bold are the differences above 5%. This means group classification that are more covered in the US vs France.

Top 3 Most topics covered are very different from France

US Media cover much more Entertainment & Leisure, Society and Education and, to a less degree, Sports, Lifestyle and Medecine & Health.

In France.

In bold are the differences above 5%. This means group classification that are more covered in France vs the US.

Greater coverage in Economy & Enterprise and Tech.

French Media cover much more in Economy & Enterprise and Tech which, both, are not even in the Top 10 US.

Largest Media Coverage differences.

As for above, we deliberately put a cliff at 5%.

Comparing Apple to Apple.

Tables above prove coverage between countries are very different, meaning feeding your intelligence tool and creating your whitelists based on random numbers of sources or media or articles will drive to unreliable, dangerous outcomes.

As demonstrated in this business case: Business Case #3. Country comparisons

Questions? Contact us!

 

 

Business Case #4. Whitelisting.

 

Keeping your brand safe with AI-powered Whitelistings. Simple as 1-2-3.

ACME logo

1. Define publisher brands compatible with yours and your campaign.

ACME, the sports car maker we are using in our business cases and demos, wants to run an ad campaign for its new auto-pilot feature.

ACME is an high-end brand wanting to avoid risk and focus on sites knowledgeable in specifically targeted areas that are also specialized in own Transportation industry. This to make sure its brand new, super cool, technology will be well received.
The CMO defines the Corpus for this campaign as:

  • Make sure Media is not spotted as Fake news, nor Junk Science
  • Spoken language must be English
  • Ensure Media covers Economy & Enterprise, Finance, Politics, Law, Tech, Entertainment & Leasure and Lifestyle
  • Specifically select Media specialized in the Transportation Industry

The Corpus looks like this:

TrustedOut corresponding Corpus

2. Get your whitelist.

Simply click on “Get”

TrustedOut Corpus in Media and Sources
 

Select “Download” for a manual import or “Connect” to an automatic feeding.

TrustedOut Corpus in Media and Sources

3. Import your whitelist in your DSP. Done.

Of course, feel free to make any change to your Corpus and reimport the new whitelist to your dsp. We do recommend using the “Connect” option to make your change live. (only works with some partners)

Absolute Brand Safety. Optimal Business Achievements.

By running your programmatic within a whitelist defined by the marketeer in charge of the campaign, the brand is absolutely safe and your business KPI are optimal.

And remember:

Brand Safety Violations: Consumers question brand’s motives.

Fixing Brand Safety with AI-operated WhiteListing.

Want more business cases?

#1. Content Orientation | #2. Media metrics impact| #3. Country comparisons

Questions? Contact us!

New demo page showcasing TrustedOut and BI, Ads and PR

A new demo page has been added to TrustedOut.com

The scenario

 

ACME is a sport car maker launching a new model extensively using Artificial Intelligence (AI). ACME has 2 main countries, US and France and wonder what market to test first.

1. Corpus Intelligence for Business Intelligence: Market selection.

New corpus, the CMO (or Marketing Manager) defines 3 conditions to be necessary.
a. Where are the publications? We said France and the United States
b. What should these publications be about? ACME wants to grab how AI is perceived from publications covering Politics, for regulations, Law, for any legal aspects, Tech, to gauge technology used and perceptions and, of course, Transportation, for anything car related.
c. Want to be safe from any toxic content? Of course, no fake new and no junk science TrustedOut classification knows how gauge the expertise level of a source and how sensitive to the news the taxonomy should be. At this stage, we want generalist publications by setting the expertise level to “Covered” Here is the corresponding query for our Corpus, which we are going to name “ACME AI in new model”.

Go to the demo page >

2. Corpus Intelligence for Brand Safety & Campaigns. White listing.

ACME’s CMO wants to check if Pure Player Media (media only available online) is a good target. After all, Pure Players should be more reactive and not having to sync print, for example, that can be daily, weekly or monthly, with immediate online publishing. Let’s go back to TrustedOut and change the Corpus as follow: a. Where are the publications? We now want to limit to France. b. Select Pure Players? We want media where “out of digital” is set to None to only get those not publishing on any other support.

Go to the demo page >

3. Corpus Intelligence for Coverage & Content Analytics. PR campaigning.

Digimind gives us the key concepts to write our Press Release: European Union/Commission and Neuronal Networks. With the Corpus we have what publications to target, with those key concepts we have how to write a Press Release that will interest those targets.

Go to the demo page >

Questions? Shoot!

Older people share more fake news.

Age predicts behavior better than any other characteristics (even party affiliation )

Researchers at New York and Princeton Universities, through their recent surveys, are saying older users shared more fake news than younger ones regardless of education, sex, race, income, or how many links they shared. [source: The Verge]

7 times more fake news sharing

“But older users skewed the findings: 11 percent of users older than 65 shared a hoax, while just 3 percent of users 18 to 29 did. Facebook users ages 65 and older shared more than twice as many fake news articles than the next-oldest age group of 45 to 65, and nearly seven times as many fake news articles as the youngest age group (18 to 29).”

Profiling media sources…

“It won’t be easy: how to determine whether a person is digitally literate remains an open question. But at least some of the issue is likely to come down to design: fake news spreads quickly on Facebook in part because news articles generally look identical in the News Feed, whether they are posted by The New York Times or a clickbait farm.”

… to build trust.

Profiling sources so limit fake news spreading is similar, in logic, to profiling sources to limit misleading intelligence. We call it “Corpus Intelligence” and will focus on B2B solutions. In production end Q1 2019.

Social vs Traditional Media Analytics.

Do they compare? Are they opposed? Is one already over? 

Yes, Social Media have changed and are changing Business Intelligence. But, while Social Media are definitely newer than traditional media, does it mean, one should be considered and not the other?

How do Social Media and Traditional Media compare?

According to Wikipedia: “Social media outlets operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media which operates under a monologic transmission model (one source to many receivers)”

We agree.

Monitoring and Listening apply to both Social and Traditional Media.

“Social monitoring is identifying and responding to individual brand mentions on social media. Social listening, on the other hand, is collecting data from those social mentions and broader customer conversations, and pulling insights from them so you can make better decisions for your customers… Social monitoring is reactive. … where social listening, which is proactive,… allows brands to take those short-term interactions and build them to glean insights for a long-term strategy. … Through social listening, you can also unearth trends among your industry, competitors, and consumer experiences. You can then make necessary changes to stay ahead of the curve and keep customers happy.”- Sprinklr

We agree. For both. Monitoring and Listening apply to Social and Traditional Media. Monitoring is the PR/Alert and Listening is the Intelligence/Analytics part. Matter of fact, the Sprinklr post goes on with metaphors:

“There are many metaphors you can use to make this distinction clearer. Social monitoring is the trees; social listening is the forest. Social monitoring is the pixels; social listening is the picture. Social monitoring is the bandaid; social listening helps you find the cure.”

We agree again. All apply to both Social and Traditional Media.

Social and Traditional Analytics are both mandatory.

From the Public Relations Society of America (PRSA): “Therefore, thinking about both (social and traditional) as steps within finding, converting and keeping customers seems like a mentality shift we all need to make. This has already proven true… the smartest tactics from advertising, public relations, marketing and editorial together, regardless of the type of media. In essence, [clients] are merging social and traditional rather than thinking of them separately.” – The Digital Research and Analytics group, a subset of Ketchum 

The mandatory need to profile what you are listening to.

The very same way you want to understand who is talking in Social Media Listening, you must profile the Traditional Media you are analyzing to understand who is talking in Traditional Media Listening.

Intelligence In makes Intelligence Out.

Not knowing the profile of the media you are using for your analytics means not knowing what comes out of your analytics tools.

In other words, not profiling what you feed your tools with, means you are totally wasting your time and money.

All intelligence processes are made or broken by the quality of what they are fed with.

Would you trust, and make decisions based on a survey where you don’t trust the sample used for that survey? (Here’s the wikipedia page on Survey methodology explaining sampling) and thus…

Corpus Intelligence makes Intelligence trustworthy.

TrustedOut Full Overview | Business cases: Content orientations | Media metrics impact | Country comparisons

Update: Traditional news media are back

in the just released Edelman Trusted Barometer: 

  • The number of respondents who consume traditional news weekly or more, and share or post news content several times a month or more, has increased by 14 percentage points from 26% to 40%.
  • Those who consume traditional news weekly or more has risen by 8 percentage points from 24% to 32%.
  • Inversely, the number of people who say they consume traditional news less than weekly has dropped by over 20 percentage points from 49% to 28%.

Trust in traditional media also continues to increase. According to the survey, trust in traditional media in the U.S. and Europe is higher than trust in search and social platforms. An earlier study from Gallup shows a similar rebound in media trust overall in the U.S.

 

Behind the Business Case #3: Country comparisons

To pursue on our Behind Business Cases with this 3rd example, we didn’t have the same questions with the field “Country” we had with “Out of Digital”. Country filters are obvious, in particular for marketers, but what didn’t expect was how on eye-opener it would be.

Import an existing Corpus into TrustedOut

Compare countries within the same Corpus

To discover the countries have very different profiles in particular, their taxonomies.

Comparing Apples to Apples

To avoid comparing Culture, Politics and Entertainment with Business, Society and Tech, TrustedOut can align those two countries and have you compare… apples to apples.

Full business case here

Trust by political party and Presidential elections

In this 2018 Gallup survey, a clear split between political parties is noticeable, but even more interesting is crossing Presidential elections with this chart.

Losing raises trust.

In America, when you lose a Presidential election (Democrats and Republicans), your trust in media goes up the year after.

2016. Donald Trump (Republican).

Winners: Republicans. Down the election year. Flat the year after.

Losers: Democrats. Down the election year. Up the year after.

2012. Barack Obama (Democrat).

Losers: Republicans. Down the election year. Up the year after.

Winners: Democrats. Flat election year, Flat the year after.

2008. Barack Obama (Democrat).

Losers: Republicans. Down the election year. Up the year after.

Winners: Democrats. Down election year, Down the year after.

2004. George H. Bush (Republican).

Winners: Republicans. Down the election year. Flat the year after.

Losers: Democrats. Down election year. Up the year after.

2000. George H. Bush (Republican).

Winners: Republicans. Flat the election year. Down the year after.

Losers: Democrats. Down election year. Up the year after.

Interesting.

Now, do Political orientations within your Corpus of content impact analytics?

Answer is here…

 

Corpus Intelligence on current corpuses

Today, your company is using analytics tools and thus, corpuses of content. Are you sure you know what you are feeding your intelligence tools with? Importing your existing corpuses to TrustedOut will help.

Let’s take an example of two corpuses, one for the USA and on for France, and ask TrustedOut if you are comparing apples to apples.

Now, let’s click on that “Corpus analytics” button to discover…

… the US corpus top category is “Cultures & Arts” while the French on is “Business”.

Click here to get the full business case