Traditional media monitoring companies are true masters when it comes to print-, TV-, and radio clippings. But how do they cope with the increasing demand for big data? As the PR landscape is evolving with new challenges deriving from the web, integrating Talkwalker with traditional media monitoring opens new doors to a full range of services related to online social media monitoring and deep analytics. See how L’Argus de la Presse, France’s leading media monitoring company: • Develops new business by adding Talkwalker as a standalone solution to their portfolio • Integrate social data into their existing systems • Easily generate executive summaries by exporting data from Talkwalker’s intuitive dashboard

1. Boosting traditional media
monitoring with Talkwalker’s
Social Media Monitoring
& Analytics Solution
www.talkwalker.com

2. TABLE OF CONTENT
1. About
The Objective
The Tool: Talkwalker
- Partner: L’Argus de la Presse
Arnaud, 39, is Manager of Aura
Mundi at Argus de la Presse.
Partner: L’Argus de la Presse
ARNAUD STEINKUHLER
1 ABOUT
- The objectives
- The tool: Talkwalker
Argus de la Presse is a
major player in the French
Media and Communication
environment.
They
are
the sole provider of fullcycle media relation and
communication consultancy
services for both traditional
and social media.
One of the major aspects
of a PR professional’s
responsibilities is being
able to effectively track and
measure the success of their
PR campaigns.
Talkwalker is an easy to
use and incredibly powerful
social media monitoring and
analytics tool. It delivers
high value insights in a
user-friendly
dashboard
and offers multiple ways
of searching and filtering
data, and reporting on those
insights.
2. The challenges
- Customer needs
He graduated from the Université
Libre de Bruxelles in Information
and communication science.
- Tracking detailed reach or PR efforts
- Monitoring is not enough
Specialized
in
consultancy
services
for
communication
professionals,
he
joined
Argus de la Presse in 2002 on
business development missions:
Development and management of
the media analysis department,
Project Manager of Online
services,
Development
and
management of Aura Mundi, social
media monitoring and analysis
department.
- The case of L’Argus de la Presse
@AuraMundi
3. The solution
- Integrating social data into existing
monitoring systems
- Providing a one-stop-solution
4. The results
On a day-to-day basis,
Argus de la Presse is
responsible for monitoring
all media coverage of their
client’s brands, identifying
journalists and influencers,
analysing and turning this
data into actionable insights
- used to effectively optimise
clients’
communication
strategies.
Aura Mundi is Argus de la
Presse’s entity focused on
social media monitoring and
analysis. It transforms the
vast and complex world of
the web into clear, intelligible
deliverables to help save
PR professionals time and
improve their efficiency.
In order to meet their needs,
implementing a software
solution that enabled these
professionals to set up and
easily administrate searches
by themselves, identifying
relevant audiences, and
generating
executive
summaries, was needed.
However, one should not rely
solely on automated technics,
which is why combining
superior technology with
tailored human intelligence
to
produce
actionable
executive summaries was
key to this project.
Talkwalker helps leading
media
monitoring
and
analytics companies in many
markets to efficiently curate
data, and to provide intuitive
analysis
and
reporting
services to end-clients.
The effective combination
of
automated
analysis
and manual curation adds
significant value and quality
to the clients’ social media
monitoring process, whilst
reducing the investment in
terms of time, technology,
and human capital.
"To serve PR the best possible solution,
combining superior technology with tailored
human intelligence is key"
BOOSTING TRADITIONAL MEDIA MONITORING WITH TALKWALKER'S SOCIAL MEDIA MONITORING & ANALYTICS SOLUTION
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3. 2 THE CHALLENGES
CUSTOMER NEEDS
Customers of media monitoring companies
are oftentimes PR professionals who need to
be able to measure, understand and report
on the success of their various PR efforts and
campaigns.
PR need to understand how the public is
reacting to their messaging, they need to
know how and where to reach their target
audience most effectively through online
media coverage, and also to gather insight
into the prospective return of potential
publicity channels and how to incorporate
key influencers into their own communication
strategies.
TRACKING DETAILED REACH OF PR EFFORTS
Today’s PR professionals are working
with a new type of public and new ways
of communicating - which they now need
to identify with, learn to understand and
effectively leverage. New channels like
LinkedIn, Pinterest, Twitter, Facebook and Vine
are carving a unique niche for themselves and
are providing PR professionals with innovative
and interesting ways in which to build their
brands and connect with consumers about
their company and products. However, as
these channels are gaining ground and as
the face of traditional brand-to-consumer
communications is changing - gaining
feedback and insights on the health of your
brand image and the performance of your
content, channels and campaigns has never
been more important.
THE CASE OF ARGUS DE LA PRESSE
As we can see, tracking the reach of PR
efforts with detailed metrics has become a
key requirement for today’s PR professional.
However there are certain cases where deeper
insights are needed. For example, when
publishing a press release it is oftentimes
difficult to report on how your publication is
being distributed or how the communication
develops across the social web.
MONITORING IS NOT ENOUGH
In order to quantify the incremental buzz and
share of voice created by a publication like a
press release, access to real time and historical
data is essential. However, the mere counting
of results is no more sufficient. Talkwalker’s
technology also allows for the benchmarking
of both owned and earned media, as well as
tracking the overall social media engagement
with retweets, impressions, shares and so on.
Argus de la Presse have their own solution
integrated in their workflow - providing
customers with social media monitoring and
analytics based on reading, filtering, and
qualifying results with a human approach and
intuition.
However, when PR consultancies and
agencies integrate Community & Social Media
Managers into their team, they usually need
tools so they can freely set up their crosschannel searches, easily manage their realtime workflows, and quickly create reports.
Additionally, Argus de la Presse is able to
offer customized solutions by integrating
external APIs, social networks and additional
data sources into its standard tool such as
print, radio, and video.
To meet these needs in a comprehensive way,
every traditional media monitoring company
needs to cooperate with a strong technology
partner, focusing on social media and big
data, respectively. Talkwalker, with its easyto-use and incredibly powerful functionalities
has emerged to be one of the key players in
this global industry.
“Monitoring is more than
counting results.
We benchmark owned and
earned media, and track
overall engagement with
retweets, impressions etc.”
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BOOSTING TRADITIONAL MEDIA MONITORING WITH TALKWALKER'S SOCIAL MEDIA MONITORING & ANALYTICS SOLUTION
3

4. 3 THE SOLUTION
4 THE RESULTS
INTEGRATING SOCIAL DATA INTO EXISTING
MONITORING SYSTEMS
PROVIDING A ONE-STOP-SOLUTION
A VITAL COMPLEMENTARITY
Talkwalker offers a complete suite of
monitoring and analytics functionalities,
encompassing
influencer
identification,
an alerting system, social intelligence,
identifying key themes, topic analysis, and
detailed reporting.
With Talkwalker, Argus de la Presse has
access to a powerful reputation management
tool that allows their clients to monitor their
brand, product and management board’s
reputation, track social conversations and
identify potential crises proactively. By
covering online news, social media, social
networks, blogs and forums, Talkwalker
provides a 360° view of the whole spectrum
of relevant online conversations.
Today, Argus de la Presse’s customers benefit from the unique combination of the power of
Talkwalker’s technology and the finely tuned human interpretation that Argus delivers in order to
rank, organise, qualify and analyse levels of influence, information and opinion.
Its proprietary crawling technology indexes
more than 150 million local and international
websites and covers more than 187 languages.
“Key to our partnership was Talkwalker’s
technology, as well as a common view on the
French market and a clear understanding of
what our respective roles would be: Talkwalker
focuses on technology and functionalities
and we expand the offer by our services in
interpretation, information qualification, and
analysis.”
The implementation of the Talkwalker
software is very quick and simple. It allows
complex and heterogeneous data to be
manipulated very easily. Relying on Argus de la
Presse’s expertise around in-depth analysis,
digital brand diagnosis, digital brand auditing,
brand-mapping, online monitoring strategies
and reporting - Argus de la Presse is able
to support their customers with an original
mix of both technology and consultancy. Two
complimentary approaches that enrich each
other in delivering both insights and services
to help PR professionals make better and
faster decisions around e-reputation and
online PR issues.
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BOOSTING TRADITIONAL MEDIA MONITORING WITH TALKWALKER'S SOCIAL MEDIA MONITORING & ANALYTICS SOLUTION
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5. Argus de la Presse utilizes Talkwalker for
two key reasons:
TIME IS MONEY, SAVE SOME
First, there is a huge number of social media
monitoring providers active in the French
market. Instead of wasting time, resources,
and money in order to create an own,
internal system, traditional media monitoring
companies benefit from partnering with
specialists like Talkwalker. It is by far the
easiest and most efficient way of being
competitive in this heterogeneous market. On
the other hand, Talkwalker profits from easily
entering a market by drawing on Argus de la
Presse’s establishment.
EXTEND YOUR SERVICES EASILY
Secondly, a vast majority of business have
not yet implemented their own social media
strategy, and as a consequence, do not
have their own Social Media & Community
Managers. Especially for those end clients,
Argus de la Presse has expanded their
portfolio as follows: Talkwalker is used to
gather the data. This data is then curated
directly in the tool, e.g. sentiments are being
set, false positives are being excluded etc.
The final step is generating reports in the
form of executive summaries straight out of
the dashboard.
“Through widening our portfolio of solutions,
our partnership with Talkwalker offers us new
commercial possibilities. With Talkwalker, we
are now able to cover the full range of services
related to online social media monitoring and
analysis. As the PR landscape is evolving
with new challenges coming from the web,
we continue to be a sole provider of full-cycle
solutions matching with many different types of
organisations.”
Argus de la Presse has a full team of 9
dedicated professionals working on Social
Media and using Talkwalker to create value
with powerful analytics and simple-to-use
reporting.
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BOOSTING TRADITIONAL MEDIA MONITORING WITH TALKWALKER'S SOCIAL MEDIA MONITORING & ANALYTICS SOLUTION
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6. 14, rue Aldringen
L-1118 Luxembourg
Luxembourg
+352 20 33 35 32
contact@talkwalker.com
www.talkwalker.com