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Pierre-Paul Fares, Head of Advanced Analytics Solutions
SOCIAL MEDIA
ANALYTICSHOW TO FINETUNE YOUR COMMUNICATIONS
A brief history of communication during 30 last year
Historical Channelof communications
Newspapers onlineSocial Media content
Volume
Time
A brief history of communication during 30 last year
Historical Channelof communications
Newspapers onlineSocial Media content
Volume
Time
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Keep control of image
Communicate Values
Define 2.0 communication Plans
Personalize & Contextualize
Reach business objectives
Measure & Optimize
Face the competition
THE CHALLENGES OF EXTERNAL COMMUNICATION & MARKETING
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Social Media Analytics can help…
MEASURE VISIBILITY
IMPROVE QUALITY OF IMAGEOPTIMIZE CAMPAIGNS ANTICIPATE CRISIS
MEASURE IMPACT
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How does it work?
IMP
AC
T
Are we making the right investments in targets & campaigns?
• Share of Voice• Reach• Sentiment
DIS
CO
VE
RY
What new ideas can we discover?
• Topics• Participants• Sentiment
RE
LA
TIO
NS
HIP
S
What is driving social media activity, behavior & sentiment?
• Affinity• Association• Cause
SE
GM
EN
TA
TIO
N
Are we reaching the intended audiences & are we listening?
• Geographics, Demographics• Influencers, Recommenders,
Detractors• Attendees, Prospective
attendees
The Framework
SEGMENT
RELATEDISCOVER
ASSESS
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Offering and Resources
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SMA as part of our (future) Big Data Platform
What we offer
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What we offer
IMPLEMENTATION PROJECTS OR ON DEMAND STUDIES
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Our ressources
BUSINESS SCENARIO MODELERS DATA SCIENTISTS
• Identify the Business case and the Business Value with the Business
• Identify the Analytics Package that must be deployed
• Find out correlations within the Data
• Build Data Driven Model• Create Algorithms• Deploy the Analytics Package
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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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M & S
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M & S
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Conclusions
By using a Social Media Analytics tool, you can be closer to your citizens and customers, better understand their voice, take the right actions and optimize your business value.
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Pierre-Paul Fares, Head of Advanced Analytics Solutions
THANK YOU
