Download - [En] European Com Summit 2012 Conference
How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy
Brussels, 4 & 5 July 2012
Who We Are
Spotter moves Media and Social Media Analytics to the next level by combining highly sophisticated, professional analysis with state-of-the-art technology.
• We have 14 years of experience
• We treat more than 30 languages
• We cover all types of media all over the world
We work for major brands and institutions : Air France, Chanel, European Commission, Orange, ...
Who We Are
Our mission is to ensure 100% relevant information and provide decisional analytics, with dedicated solutions and applications for Marketing, Communication, Risk and Strategy.
Precise Sourcing
Intelligent Qualification
Decisional Reporting
Advanced Analysis
Market Shifts
Since 1998 we have been facing major changes in the Information Market :
• Rise of Social Media
• Development of Analytics
• Treatment of Big-Data in the Cloud
… and major social changes
From Young Digital
Natives
to new-older Digital Users
• Buying
• Searching for advice
• Expecting an answer
• Wanting to share
Challenges for Communications Measurement
Communications Measurement needs to combine :
• Share of Voice and Digital Visibility
• Media Reach and Social Reach
• Media Opinions and Consumers/Citizens feedback
and to keep in mind that even if it is necessary new tools and technology to deal with social data, the fundamentals of the
analysis are the same:
must be simple, efficient and help you take concrete decisions
The challenge today is no longer to find, collect and structure relevant data, but to transform this information into tools that can help decision making!
?How can we deal with these changes
2 concrete examples to show how it can be done:
Corporate Reputation
& Marketing Intelligence
Communications Efficiency
& Citizens Voice
Reputation Management & Marketing Intelligence
Why BtoC market
Very exposed brand
Client since 2 years
A very complete project, that uses all SPOTTER services
• Multilingual monitoring French / English
• Geolocalisation detection : only data from Europe, USA and Canada
• Monitoring and Analytics interface to manage and analyse the data
• Decisional Dashboards with several views imbricated
• Daily Newsletters – Synthesis of the last news, Key indicators and Risk Factor
• Real-time Automatic Alerts based on a selection of sources and key words
• Weekly Reports with specific analysis for Corporate and Marketing Departments
• Ad-hoc Studies to analyse specific issues, evaluate crisis impact, ...
• Dedicated team with a daily communications with the Project Manager
Reputation Management & Marketing Intelligence
Client Request:
• Monitor social conversations related to clients experience, clients expectations or clients opinions on the brand
• Monitor media coverage on corporate issues that may impact the company’s reputation: financial, social, management, …
• ... in French and English to cover Europe and North America
Goals:
• Identify unsatisfaction and/or questions to engage conversation
• Detect negative buzz to react immediately
• Analyse trends of client perception of the services and of the offer in general
• Benchmark with competitors
• Reduce time of internal work
Definition of objectives and achievements expected
Reputation Management & Marketing Intelligence
Validation of the scope of the project
Huge work with Air France team to have a better understanding of:
• their media and digital environment
• their services and offers
• the specific language of aviation sector
Reputation Management & Marketing Intelligence
Definition of the Monitoring plan and Analytical grid
STEP n°1Information / Reservation
STEP n°2 Check-in
STEP n°3Boarding
STEP n°4Flight STEP n°5
Baggage collection
STEP n°6After-sales service
Define a plan that represents the real traveller experience
Not only on paper, but also with field experience via a guided tour of Charles de Gaulle Airport to really understand what passengers go through.
Reputation Management & Marketing Intelligence
Definition of the Monitoring plan and Analytical grid
Reputation Management & Marketing Intelligence
Data organised on the Client Platform
Reputation Management & Marketing Intelligence
Conception and Implementation of Decisional Dashboards
Reputation Management & Marketing Intelligence
Daily Newsletters
Reputation Management & Marketing Intelligence
Weekly Reports
Reputation Management & Marketing Intelligence
Ad-Hoc Studies
Reputation Management & Marketing Intelligence
Benefits and Experiences
Daily
• Corporate: Identify corporate risk and emerging topics
• Marketing: Instant feedback on new products, new adverts, etc.
• Fine-tune the communications actions on an on-going basis
• Helps to prepare counter-actions or corrective actions
• Engagement with unsatisfied clients or consumers requesting information
Weekly
• Corporate: Gives an overall snapshot of the weeks coverage
• Marketing: Benchmark with competitors
• Enables them to take a step back and to put things into perspective for a company having to permanently deal with hot topics and sensitive situations
• See whether it is necessary to improve the offer over time or not --> feeds marketing strategy reflection
Not only private companies that are interested…
An increasing number of Institutions too!
Social media are changing the relationship between citizens and institutions
Change from one way to two way
communication
Spread messages directly with instant
feedback
Institutions have a new powerful channel of communication to reach a wider public
Citizens talk directly to representatives and expect to be replied to
Connections between people lead to viral sharing of key information
Citizens expectations and centres of interest are within reach
Citizens are increasingly communicating with institutions
… and generate unstructured content
Citizens have a new power of influence
Social Media is Two-Way channel
Citizens want to be considered as individuals
Communication on Social Media is now a necessity
Institutions are facing new challenges
LISTEN
FIND & STRUCTURE CONTENT
UNDERSTAND, ANALYSE & USE THIS INFLUENCE
INTERACT & ENGAGE CONVERSATIONS
DEVELOP ONE-TO-ONE RELATIONSHIP
TAKE POSITIONS AND CLAIM YOUR PLACE
...and tools need to be adapted
Social Media
• Spread key messages and measure impact
• Identify new influencers outside the institutional sphere and develop relationships
• Understand citizens preoccupations by analysing conversations on EU matters
• Detect emergent topics and anticipate communication risks
• Improve communications through influential sources that are widely “shared” by citizens and opinion leaders
• Evaluate sentiment towards the Institution representatives, actions and initiatives
• Keep up to date with key players digital communication and influence
Main uses for Public Institutions
Social Pulse of Citizen Voice
Example of
Previously monitoring and analysis of more traditional media….
• Monitoring of print and online media in 27 Member States
• Focus on Issues linked to the Digital Agenda and EC communication actions in particular
• Daily Synthesis of coverage, top topics in the news, presence of Commission representatives
• Weekly analysis: Which countries published the most ? Where is the weakest coverage ? How effective were communication actions during the week (IP, MEMO, SPEECH).
• Zoom on specific actions – Which messages were the most successful? Which were not picked up?
Social Pulse of Citizen Voice
… but now fully aware of the importance of social media and want to use potential
Integration of SOCIALPULSE Module
• Weekly reports on impact of EC topics in Social Media
• New indicators, including Sentiment Index and Social Reach of communication actions
• Detection of new form of impact: some topics were not well picked up by traditional media, but well picked up by social media
• Identification of key influencers
• Detection of Top viral issues
• Don’t focus just on technology but on how results will lead to concrete actions
• Find the way to combine all types of media that may impact or reflect the opinions of your target audience
• Give preference to flexible solutions that may evolve over time with your company
• Implement a system that meets the needs of your internal clients: core team, top management and end -users
Conclusion
Thanks for your attention!
Ana AthaydeCEO
E [email protected] + 33(0)4 67 68 61 72
Richard WeetmanDirecteur of Client Relations
E [email protected] + 33(0)4 67 68 61 74