Potential Renew unit viewer journey Sell-side analyst
See placement
Branding
News feed Unlikely to pay attention. No expectation that this would tell him something new about the sector
Unknown company
Known company in relevant sector to SSA
Google search
Potential metrics Measure volume of Google searches
(SSA would always know company if public and in their sector – cover an average of 100 companies)
Private company
Check web for coverage of sponsorship
Irrelevant as not in SSA’s sector
Visitors to brand website Coverage within third-party news feeds
Reminder to check what’s going on
Review financial information
Call contacts to find out further information
Send note to corporate financing team
Reuters/Bloomberg terminal activity
Buzz monitoring As SSA wants first-mover advantage on deals, wouldn’t be interested in finding out a lead from a piece of mass advertising
Potential Renew unit viewer journey Buy-side analyst
See placement
Branding
Unknown company
News feed
Different user journey
Known company
Potential metrics
Google search
Measure volume of searches Consult information sources: brand website; Third-party news feeds; Analyst reports
Sponsor objective: raise brand awareness
Publicly quoted
Global
High relevance to investment mandate
Review report and accounts
Trawl analyst research; monitor buzz around company; attend company road-show; create internal report; set up management meeting
Trading activity
Share price rise
Sponsor objective: communicate benefits of specific products
Private company
UK
Low relevance to investment mandate
Visitors to brand website Coverage within third-party news feeds Different user journey
Requests for analyst reports:
Monitor press f future for f t coverage
2. Receive email update from SSA
Likely to already know of company
1. Call Sell-side analyst
3. Search for notes on Thomson Reuters (unlikely)
Search ends for the moment
Downloads of annual report Requests for accounts/reports
Buzz monitoring Calls to Corporate broker Company roadshow attendance meeting requests Roadshow/meeting feedback
Trading activity Corporate broker feedback on trading volume
Potential Renew unit viewer journey Individual investor
See placement
Key information would be quarterly/yearend results, acquisitions
News feed
Unknown company
Branding
User journey would be the same, but far more likely to pay attention to news feed.
Known company
Potential metrics
Google search
Measure volume of searches Consult information sources: brand website; Third-party news feeds
Private company
Who are they, what do they do, why are they different
Visitors to brand website Coverage within third-party news feeds
Remember name. Monitor for IPO interest
Publicly quoted
Visitors to brand website
Company accounts
Trading T di hi history t and d share price info
Competitor comparison
Review further information to check liquidity
Looking g for g growth sectors, hidden gems that might be undervalued, long-term opportunities
Charting package (e.g. (e g Bloomberg eSignal) data
Charting package (e.g. Bloomberg eSignal) data
Accounts information/annual report downloads on corporate website Investment bank analyst report requests
Make a trade
Trading activity
Potential Renew unit viewer journey City finance journalist
See placement
Branding
Unknown company
Unlikely to pay attention to a piece of news seen on the Renew unit. Would have to be amazingly compelling. Would expect to already know anything key that is in a news feed, as get heads up to big news stories before they break. Something non-financial may grab the attention
News feed
Wouldn’t pay attention if known company
Potential metrics
Google search
Measure volume of Google searches
Action may depends on type of company
Spread-betting company (IG etc)
Alternative trading venues (Plus Markets)
Data providers (Bloomberg, IDC, Factset)
I t d l Inter-dealer brokers (ICAP, Tullett Prebon)
Respondent felt Dubai Sovereign wealth funds was not a realistic target for branding opportunity
Check for recent stories Traditional media sites – Telegraph, Times etc
Coverage within third-party news feeds
Check for more information
Visitors to brand website
Company website
If there seems to be a story
Call company involved and contact sources
Call the news editor
Write the story
Additional media coverage
Potential Renew unit viewer journey Portfolio manager
See placement
Very useful for seeing early announcements. Particularly for people who don’t have Reuters news d t going i updates through to their News feed BlackBerrys
Branding Much more likely to look at the news
Not got the stock in their portfolio
Got the stock in their portfolio
Reappraise portfolio
Find out more from Reuters terminal
Potential metrics
Find out more information
Own research
Reuters/Bloomberg terminal activity
Decide to buy/sell on basis of news Call Buy-side analyst and request information
Trade
Trading activity
Reuters/Bloomberg terminal activity
Read announcements on Reuters/Bloomberg t terminal i l Calls to contacts & the company itself
Buzz monitoring? Reuters/Bloomberg terminal activity
Look at share price Speak to Sell-side analysts
Collate information and make decision
Trade
Trading activity Corporate broker feedback on trading volume
Potential Renew unit viewer journey Corporate financier
See placement
News feed
Branding Much more interested in what is on the screen. Equated unit screens to smaller version of Reuters screen at Canary Wharf.
Generic top stories
Stories relevant to specific job focus
Potential metrics FT mentions Traditional finance media websites
Might look at FT or FT.com for more information
Check online for more details
Traditional finance media websites Reuters/Bloomberg terminal activity
As a reminder for a future con call or meeting with that specific ifi company
Create note for future meeting
Number of meetings Corporate broker feedback
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