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SOCIAL MEDIA ANALYTICS
HOW TO FINETUNE YOUR COMMUNICATION PLAN
The current questions for the organizations/Authorities
How to guarantee you reach the intended target audience?
How to guarantee your message is well perceived?
Are you listening to the people?
How to improve your communication?
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The relationship between Local Authorities and citizens
A brief history of communication during 30 last year
Historical Channel of communications
Newspapers online Social Media content
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How to communicate ?
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How to manage the Communication Plan
Short term: • Event planned (concert, fairs,
sport games, …) • Event unplanned (accidents,
police intervention, …)
Mid term and long term • Unforseen event (Change in
mobility) • Foreseen event : Long time
event (ex: Mons 2015)
Rational
Emotional
Release the first Message • First publication
Measure the reactions of citizens • identify the Communication channel
Analyze them for identifying improvements • View reports and analysis
Take actions • visibility
Fine tune your message • Release a new version, more accurate
The current process for a Local Authorities communication
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Keep control of image Communicate Values
Define 2.0 communication Plans Personalize & Contextualize
Reach objectives Measure & Optimize
THE CHALLENGES OF EXTERNAL COMMUNICATION & MARKETING
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Social Media Analytics can help…
MEASURE VISIBILITY
IMPROVE QUALITY OF IMAGE OPTIMIZE CAMPAIGNS ANTICIPATE CRISIS
MEASURE IMPACT
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How does it work?
IMP
AC
T
Are we making the right investments in targets, channels & campaigns? • Share of Voice • Reach • Sentiment
DIS
CO
VER
Y
What new ideas can we discover?
• Topics • Participants • Sentiment
RELA
TION
SHIP
S
What is driving social media activity, behavior & sentiment?
• Affinity • Association • Cause
SEGM
ENTA
TION
Are we reaching the intended audiences & are we listening?
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
The Framework
SEGMENT
RELATE DISCOVER
ASSESS
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IMPLEMENTATION PROJECTS OR ON DEMAND STUDIES A typical SMA project
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Cases
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" You are a Belgian region and you want to know how to communicate to your citizens about a certain issue.
" In this case, the objective was to capture social media commentary to gain an initial view on the published comments by the citizens about the power shortage risk.
" Over the period September 01 2014 to October 13 2014 : 4,495 snippets were retrieved within 3408 documents.
" The model applied was quite simple:
" The Hotwords modelled were simply: Black-out, Energie, délestage.
Wallonia
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The Social Media Relationship: top 10
Drill Down
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The Social Media Discovery:Evolving Topics Results
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Mons 2015
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Mons 2015
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Mons 2015
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Conclusions
By Using a Social Media analytics tool, the local authorities can be closer to citizens,
better understand their voice, take the right actions, get confidence by reducing the gap
between citizens and politicians
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THANK YOU
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