European communication Summit - Spotter Conference - How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy? - Brussels, 4 & 5 July 2012.
http://spotter.com/
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[En] How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy - 2012
1. How State of the Art Media Monitoring and
Analysis Work As Part of Communications
and Reputation Management Strategy
Brussels, 4 & 5 July 2012
2. 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, ...
3. 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 Intelligent
Sourcing Qualificatio
n
Decisiona Advanced
l Analysis
Reporting
4. 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
to new-older Digital Users
From Young
• Buying
Digital Natives
• Searching for advice
• Expecting an answer
• Wanting to share
5. Challenges for Communications Measurement
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!
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
6. How can we deal with these changes
2 concrete examples to show
how it can be done:
Corporate Reputation Communications Efficiency
& Marketing Intelligence & Citizens Voice
7. 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
8. Reputation Management & Marketing Intelligence
Definition of objectives and achievements expected
Client Request: Goals:
• Monitor social conversations related to clients • Identify unsatisfaction and/or questions to
experience, clients expectations or clients engage conversation
opinions on the brand • Detect negative buzz to react immediately
• Monitor media coverage on corporate issues • Analyse trends of client perception of the
that may impact the company’s reputation: services and of the offer in general
financial, social, management, …
• Benchmark with competitors
• ... in French and English to cover Europe and
• Reduce time of internal work
North America
9. 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
10. Reputation Management & Marketing Intelligence
Definition of the Monitoring plan and Analytical grid
STEP n°3 STEP n°4
Boarding Flight STEP n°5
Baggage
collection
STEP n°2
Check-in
STEP n°6
After-sales service
Define a plan that represents the
STEP n°1
Information / real traveller experience
Reservation
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.
11. Reputation Management & Marketing Intelligence
Definition of the Monitoring plan and Analytical grid
17. Reputation Management & Marketing Intelligence
Benefits and Experiences
Daily
• Fine-tune the communications actions on an
• Corporate: Identify corporate risk on-going basis
and emerging topics • Helps to prepare counter-actions or corrective
• Marketing: Instant feedback on actions
new products, new adverts, etc. • Engagement with unsatisfied clients or
consumers requesting information
Weekly
• Enables them to take a step back and to put
• Corporate: Gives an overall
things into perspective for a company having
snapshot of the weeks coverage to permanently deal with hot topics and
• Marketing: Benchmark with sensitive situations
competitors • See whether it is necessary to improve the
offer over time or not --> feeds marketing
strategy reflection
18. Not only private companies that are interested…
An increasing number of Institutions too!
19. Social media are changing the relationship between
citizens and institutions
Change from one way to Spread messages directly
two way communication with instant feedback
Institutions have a new Connections between people
powerful channel of lead to viral sharing of key
communication to reach a information
wider public
Citizens expectations and
Citizens talk directly to centres of interest are within
representatives and expect reach
to be replied to
20. Institutions are facing new challenges
...and tools need to be adapted
Citizens are increasingly communicating with institutions LISTEN
FIND & STRUCTURE
… and generate unstructured content CONTENT
UNDERSTAND, ANALYSE &
Citizens have a new power of influence USE THIS INFLUENCE
INTERACT & ENGAGE
Social Media is Two-Way channel CONVERSATIONS
DEVELOP ONE-TO-ONE
Citizens want to be considered as individuals
RELATIONSHIP
TAKE POSITIONS AND
Communication on Social Media is now a CLAIM YOUR PLACE
necessity
21. Social Media
Main uses for Public Institutions
• 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
22. 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?
23. 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
24. Conclusion
• 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
25. Thanks for your attention!
Ana Athayde
CEO
E anaathayde@spotter.com
T + 33(0)4 67 68 61 72
Richard Weetman
Directeur of Client Relations
E rweetman@spotter.com
T + 33(0)4 67 68 61 74