PUBLIC COMMUNICATION POLITICAL CAMPAIGNS AND · SCALABLE STRATEGY FOR LEAD GENERATION 2 •...

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POLITICAL CAMPAIGNS AND PUBLIC COMMUNICATIONWHATSAPP | BIG DATA ROOM | BEHAVIOR SCIENCE

Using the most advanced survey and psychometrics techniques, we collect data everyday that improve our database and help us better understand, through economics, demographics, social and behavioral information, what each person thinks - their wishes and needs.

TO DEFINE YOUR TARGET AUDIENCE?HOWWHAT ARE THEIR BEHAVIOUR PATTERNS?

WHERE ARE THEY?

WHICH IS THE MOST EFFECTIVE WAY TO COMMUNICATE WITH THEM?

WE HAVE ANSWERS TO THESE AND MANY OTHER ISSUES.

WE BELIEVE THAT GOOD DATA USAGE IMPROVES PEOPLE'S LIVES.

The key to political success it is not only in the political marketing, but also in the CONTENT strategy.

The political party, the candidate, the government, the campaign… all of them must be content producers in a systematic and permanent way.

Texts, audios, photos and videos.

Not only during the campaign, but before and after. All the time. Nonstop.Contents that inform, educate, entertain, tell stories, excite and inspire.

WE BELIEVE THAT IS THROUGHGOOD DATA MANAGEMENT THATTHE CONTENTS ARE DEVELOPEDWITH SPEED, ASSERTIVITYAND IMPACT.

IT’S IMPORTANT TOLISTEN, ORGANIZE AND GENERATE INTELLIGENCE.

AT LAST, WHAT DO WE DO?

TOOLS

TRAINING SOCIAL ENGAGEMENT

METHODOLOGY - WHATSAPP

INTELLIGENCESOCIAL MEDIA

DIRECT CONTACT

BEHAVIOURAL SCIENCE

LANDLINES:IVR AND VOICE MESSAGES

CELL PHONES:TEXT MESSAGE (SMS AND WHATSAPP)

E-MAIL

FACEBOOK, TWITTER, INSTAGRAM• Monitoring: collect and organize data into three groups: Political, Citizens and Press.

• Segmenting the audience using demographic and psychometric techniques

• Content: personalized content for groups with the same personality traits

WHATSAPP• Training: face-to-face with leaders for practical application of the methodology.

• User Manual: how to improve lead generation within your own channels

• Follow-up: weekly meetings to analyze the implementation status

• Big Data: continuous data base improvement

BIG DATA ROOM

SOCIAL LISTENING + BIG DATA ROOM

WE DEVELOPED A METHOD THAT ORGANIZES PUBLISHERS AND MENTIONS IN THREE CATEGORIES, AND THEN PROVIDES INTELLIGENCE FOR CONTENT PRODUCTION AND DISTRIBUTION.

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SOCIAL LISTENING

Evaluation of the main narratives:What is each candidate/party publishing

and how it is being socially perceived

POLITICIANSEvaluation of the main narratives and

demands:What and how are citizens commenting and publishing regarding the political, social and

economical scenario

CITIZENSEvaluation of the main narratives:

What is being published by the press and how are citizens reacting to it.

PRESS AND INFLUENCERS

SOCIAL LISTENING AND NARRATIVE ANALYSISPOLITICIANS / CITIZENS / PRESS AND INFLUENCERS

HOW CAN WE GATHER ALL INFORMATION IN THE SAME PLACE AT THE SAME TIME?

LISTEN, MONITOR, IMPACT.ALL IN THE SAME PLACE .

BIG DATA ROOM

BIG DATA ROOMSOCIAL LISTENING1 GUIDES AND

CONTENT2 NARRATIVEANALYSIS3

SOCIAL LISTENING4 SOCIAL MEDIA THERMOMETER5 OPINION POLL6

BEHAVIOURAL SCIENCE

BEHAVIOURAL SCIENCE

BEHAVIOURAL SCIENCE

• Demographic• Geographic • Economics

PERSONALITY THAT DRIVES BEHAVIOUR &BEHAVIOUR THAT INFLUENCES HOW SOMEONE VOTE.

Most communication companies still segment their audiences by demographics and geographics.

The idea that all women should receive the same message because of their gender, or all African Americans because of their race is getting old fashion and losing effect.

Psychometrics helps the understanding of the voter’s personality.

Digital Anthropology helps the understanding of how digital communities appear and behave in the world wide web.

• Psychometrics• Digital

Anthropology

Influence the world view

OCEAN (BIG 5)

Find among the diverse audiences that interact in the digital environment, where there are those with the potential to act as ambassadors of the government. And where deliveries make more difference.

BEHAVIOURAL SCIENCEVIDEO

BEHAVIOURAL SCIENCE

OHow open you are for new experiences.

Openness Conscientiousness Extroversion Agreableness Need for Stability

When you prefer order and habits and planning your life.

How social you are. A measurement of how much you tend to worry.

C E A N

We’ve carried out a survey through a long-form quantitative instrument to probe the underlying traits that inform personality.OCEAN (BIG 5)

PRESERVER EXPLORERMODERATE

- +=CONTINUUM

FLEXIBLE FOCUSEDBALANCED

- +=CONTINUUM

Whether you put other people’s needs and society ahead of yourself.

CHALLENGER ADAPTERNEGOTIATOR

- +=CONTINUUM

RESILIENT REACTIVERESPONSIVE

- +=CONTINUUM

- +=CONTINUUM

INTROVERT EXTRAVERTAMBIVERT

EXAMPLE

BEHAVIOURAL SCIENCE

TOOLS

CONTENT © & FORM

SEGMENTATION

F

PERSONALITY TRAITS(VECTOR)

WHATSAPP

The rapid WhatsApp growth has changed the way in which people communicate. And that has changed how political communication is done in the internet.WH

ATSA

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SOCIAL ENGAGEMENT METHODOLOGY - WHATSAPP

BASED ON OUR EXPERIENCE, WE DEVELOPED A METHODOLOGY TO WORK WITH WHATSAPP DURING ELECTORAL CAMPAIGNS.

AND WE OFFER A TRAINING ON THIS METHODOLOGY

• Scenario analysis• Strengths, weaknesses, opportunities and threats identification (SWOT)• Goal setting (S.M.A.R.T.)

STRATEGY PLANNING FOR SOCIAL ENGAGEMENT1

• Channels definition for further opt-in inclusion• Opt-in inclusion guide in digital content

SCALABLE STRATEGY FOR LEAD GENERATION2

• Available database (storage organization)• New data collection• Data cleansing

DATABASE ORGANIZATION3

• Target clusterization• Group formation / WhatsApp distribution List (Bulk or Organic)

CLUSTERIZATION AND GAMIFICATION4

• Segmented content production• Sending of segmented content• Relationship

ACTIVATION / RELATIONSHIP5

• Main guidelines identification• Dissemination nodes identification• Participants control and categorization

MONITORING6

IDEAL METHODOLOGY FOR SOCIAL ENGAGEMENT - WHATSAPP

FACE-TO-FACE TRAINING WITH LEADERSHIPS

SCOPE

METHODOLOGY - WHATSAPP

FACE-TO-FACE TRAINING WITH MULTIPLIERS

WEEKLY MEETINGS MEASUREMENT

DIRECT CONTACT

DIRECT CONTACT

DIRECT CONTACT

CHANNELS

LANDLINES:IVR AND VOICE MESSAGESCELL PHONES:TEXT MESSAGE (SMS AND WHATSAPP)

E-MAIL

DIRECT CONTACT

TOOLS

VOICE MESSAGE Audio messages sent to landlines are used with great success in invitations to openings, commemorations and events with public services involved.

Metrics available on the channel: • Number of calls answered, with the possibility to segment the result by age, gender, location and other parameters.

• Percentage of listening on each phone call.

DIRECT CONTACT

A LIVE DASHBOARD THAT CONCENTRATES THE RESULTS OF RESEARCH AND MONITORING, WITH AWARENESS AND EVALUATION OF THE POPULATION ABOUT THE PARLIAMENT AGENDA.

BI-WEEKLY RESEARCH:- Regionalized- About the main parliament

topics- Measuring awareness and

approval of the population

DIGITAL MONITORING: - Weekly- Thermometer of the

repercussion of the main topics of the Parliament

- Main narratives identification

SCOPE

DIGITAL DATA ABOUT ALL PARLIAMENTARIANS IN THE SAME PLACE. HOW?

A LIVE DASHBOARD THAT MONITORS WHAT ALL 513 DEP AND SENATORS ARE POSTING ON THEIR SOCIAL NETWORKS.

AND WHAT THE POPULATION AND THE PRESS ARE TALKING ABOUT THE 513 DEPUTIES AND SENATORS ONLINE.

WHAT AREPOLITICIANSTALKING ABOUT?

PRESSPOPULATION

WHAT IS BEING COMMENTED ABOUT THEPOLITICIANS?

MENTIONSLIVE

PRESS

POPULATION

PARLIAMENT

MENTIONSLIVE

WHAT IS BEING COMMENTED ABOUT THEPOLITICIANS?

WHAT AREPOLITICIANSTALKING ABOUT?PRESS

POPULATION

PARLIAMENT

AROUND THE WORLDSOME OF OUR CLIENTS

INTERNATIONAL BRAZILPOLITICS POLITICS

SOCIAL MOVEMENTSPOLITICS

INTERNATIONAL BRAZIL

WHERE ARE WE?

MacronPolitical Campaign

Montevideo(+598) 99 121 029Gaboto 1109 - Montevideo, Uruguai

BragaCentro de Negócios Ideia Atlântico, CX 088 | 4719-005 - Braga, PT

New Delhi (Mamsys)D-41, 1st Floor,Sector 59, Noida 201301 | U.P

Paris (Liegey Muller Pons)+33 (0) 1 43 55 35 68106 rue du Chemin Vert | 75011 - Paris, FR

Washington, DC+1 202 403 10863100 Clarendon Blvd, Suite 200Arlington, VA, 22201

Brasilia+55 61 3224 9670SCN Quadra 05, número 50, bloco A, Sala 1405 | Brasília Shopping | Asa NorteCEP: 70715-000

INTERNATIONAL PARTNERSHIPS

INTERNATIONAL PARTNERSHIPS

YOGESH SHARMA

New Delhi, India

DAVID HIJÓN

Sevilla, Espanha

GUILLAUME LIEGEY

Paris, France

DANIEL FAZEKAS

Londres, Inglatera

AWARDS

AWARDS

THE NAPOLITAN VICTORY AWARDS 2017 POLARIS 2017 GOLDIES 2017:

GOLDEN EAGLE AWARDSFINALISTA DO REED

AWARDS 2017GOLDIES 2017:

SILVER EAGLE AWARDSCOMPOL100 2018

FINALISTA DO REED AWARDS 2019

THE NAPOLITAN VICTORY AWARDS 2019

GOLDIES 2019: GOLDEN EAGLE AWARDS

GOLDIES 2017: SILVER EAGLE AWARDS

GOLDIES 2019: GOLDEN EAGLE AWARDS

THE NAPOLITAN VICTORY AWARDS 2019

AWARDS

SHOTS AWARDS 2014 (CATEGORIAS MOBILE E INTEGRADO)

LONDON INTERNATIONAL AWARDS 2014 BRONZE

CLUBE DE CRIAÇÃO 2013BRONZE

AEGIS AWARDS 2013PRATACLIO AWARDS 2014CANNES LIONS 2014

POROROCA 2013OURO POLLIE AWARDS 2011

CANNES LIONS 2014PRATAREED LATINO 2015VICTORY AWARDS 2015

CANNES LIONS 2014OUROPOLLIE AWARDS 2015

IDEIA has the most accurate data and the most innovative technology to reach any audience, in any device, anywhere.

BE OUR CUSTOMER AND DISCOVER A WORLD OF OPPORTUNITIES TO

INCREASE YOUR RESULTS

THANK YOUideiabigdata.com

moriael.paiva@ideiabigdata.com

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