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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

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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