Measuring communications at -...
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Measuring communications at CERN: lessons learnt and challenges Arnaud Marsollier – Head of Press – [email protected]
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LHC
CERN is all about extremes…
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The fastest racetrack on the planet…
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One of the emptiest places in the solar system…
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One of the emptiest places in the solar system…
One of the coldest places in the universe…
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One of the emptiest places in the solar system… he hottest spots in the galaxy…
The hottest spots in the galaxy…
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One of the emptiest places in the solar system… he hottest spots in the galaxy…
The biggest most sophisticated detectors ever built…
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One of the emptiest places in the solar system… he hottest spots in the galaxy…
The biggest most sophisticated detectors ever built…
The most global computer system in the world…
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One of the emptiest places in the solar system… he hottest spots in the galaxy…
The biggest most sophisticated detectors ever built…
Why…?
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Probing the mysteries of Dark Matter and Dark Energy…
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To understand mysteries such as “what is Dark Matter?”
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To understand fascinating stuff such as antimatter…
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"What has it got to do with me?"
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Probing the mysteries of Dark Matter and Dark Energy…
We develop technologies that people care about …
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Probing the mysteries of Dark Matter and Dark Energy…
We train scientists & engineers for tomorrow…
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We bring nations together through Science.
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Communications architectur
Media key messages: > Fundamental science satisfies the basic human instinct to explore > Fundamental science is a driving force for technical innovation > Fundamental science transcends barriers of age, religion, gender and nationality > CERN is a world leader in fundamental research
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Audiences
Member States
High energy physics community
CERN Community
general public Alumni
The local community
Educational systems
Potential sponsors
Cultural and artistic communi Younger Children
Industry
Job seekers
VIPs
Media
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Communications structure
. Audience engagement: Manages the relationship with selected target audiences . Content production: The creative team, developing communication material (video, photo, graphic design, texts…) . Press Office: Manages communications to the media
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And also networks…
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Let’s talk about media activities and their impact P
aul R
inco
n
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Media visits, media visits, media visits!
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Visits of journalists in total
LHC start
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How Did the Higgs Boson Become a Rock Star?
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The year after the Higgs boson
Media coverage – keywords: “CERN & LHC”
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1. Celebrating WWW’s 25th?
What is the best impact story in this year in your opinion?
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2. Prizes?
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3. Big Bang theory story?
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One year coverage – “CERN & LHC” keywords – Top 3 media coverage
Let’s see…
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Need to zoom in…
Key words: “CERN” & “LHC”- Fermilab
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First!
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A weekly media monitoring report
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Tonality (June 2013)
• Proportional (%) tonality of CERN mentions - June 2013 (English language only)
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Coverage by country (last month – CERN 60th – over 300 cuttings)
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Media events = Big impact
“New NASA”? Well, for a couple of days at least
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Web . WWW: 20th of free open web . CERN Open Day announcement
. About 400,000 visits/month
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Social media
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Best posts…
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…Hype sometimes unexpected!
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Courtesy of Matthias Lufkens, Twiplomacy, November 2013
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Numbers ok… What about quality? Let’s go back to our perception survey 2011
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Opinion research – expert survey • 52 interviews / structured questionnaire
• 34 telephone interviews • 18 by mail
• Expert groups:
• 15 members of the Extended Directorate • 9 members of the Council Delegates • 9 international science journalists • 6 opinion leader / functionaries in CERN´s neighourhood • 13 member of the information networks
• Opinion trends • Perceptions – original quotes
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Some lessons learnt
Visibility: . LHC triggered very high visibility = big opportunity . Communication recognized as a strategic activity – media coverage excelled . Many many many associations with CERN > need more focused comms and clear messages . What’s next? Worries about what will set the agenda in the future (LHC, Higgs, Nobel… What now?) Actions needed: . Continue/further increase visits . Improve visits for the general public (ongoing) . Improve website navigation (done) . Reorganize workflow / structures (ongoing) . Define target audiences and key messages and prioritize! (obvious isn’t it?) . Identify proof points & stories & storytellers
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Engaging with new audiences is important
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It is good to use opportunities from outside
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…Hype sometimes hard to handle
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To summarize… • Measuring is about identifying good stories • The web traffic and social media are a good way to measure
immediately • Stories are not necessarily science-related… • …and are not necessarily triggered by ourselves! • Prizes have very high impact, as well as discoveries • The web invented at CERN is a very strong story as well • Sharing live what we do is of very high value • Need qualitative evaluation (which is more difficult to do)