SlideShare una empresa de Scribd logo
1 de 25
Descargar para leer sin conexión
How State of the Art Media Monitoring and
Analysis Work As Part of Communications
and Reputation Management Strategy




 Brussels, 4 & 5 July 2012
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, ...
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
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
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
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
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
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
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
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.
Reputation Management & Marketing Intelligence

 Definition of the Monitoring plan and Analytical grid
Reputation Management & Marketing Intelligence

 Data organised on the Client Platform
Reputation Management & Marketing Intelligence

 Conception and Implementation of Decisional Dashboards
Reputation Management & Marketing Intelligence

 Daily Newsletters
Reputation Management & Marketing Intelligence

 Weekly Reports
Reputation Management & Marketing Intelligence

 Ad-Hoc Studies
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
Not only private companies that are interested…


   An increasing number of Institutions too!
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
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
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
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?
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
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
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

Más contenido relacionado

La actualidad más candente

Social intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessSocial intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessAlterian
 
CEB AWARD SUBMISSION - Innovations - IBM - June 2016
CEB AWARD SUBMISSION - Innovations - IBM - June 2016CEB AWARD SUBMISSION - Innovations - IBM - June 2016
CEB AWARD SUBMISSION - Innovations - IBM - June 2016Rowan Hetherington
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social BusinessKINSHIP digital
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm SystemITC Infotech
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessDheeraj Chowdhury
 
Building Social Proficiency Across The Organization
Building Social Proficiency Across The OrganizationBuilding Social Proficiency Across The Organization
Building Social Proficiency Across The OrganizationMichael Brito | Zeno Group
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence PrimerJosephr214
 
Aau entrepreneurship+innovation - sept13
Aau   entrepreneurship+innovation - sept13Aau   entrepreneurship+innovation - sept13
Aau entrepreneurship+innovation - sept13Johan Winbladh
 
What marketers say about working online: Mckinsey Quarterly Global survey
What marketers say about working online: Mckinsey Quarterly Global surveyWhat marketers say about working online: Mckinsey Quarterly Global survey
What marketers say about working online: Mckinsey Quarterly Global surveyAdam Lewis
 
Five steps for Succeeding with Social Media in a Multichannel World
Five steps for Succeeding with Social Media in a Multichannel WorldFive steps for Succeeding with Social Media in a Multichannel World
Five steps for Succeeding with Social Media in a Multichannel WorldCognizant
 
Web 2.0 and Social Media From Internal to External
Web 2.0 and Social Media From Internal to ExternalWeb 2.0 and Social Media From Internal to External
Web 2.0 and Social Media From Internal to ExternalDinis Guarda
 
Cmiq 2013 - multi-channel report
Cmiq   2013 - multi-channel reportCmiq   2013 - multi-channel report
Cmiq 2013 - multi-channel reportLC TECH VIETNAM
 
How to manage your social media business profile
How to manage your social media business profileHow to manage your social media business profile
How to manage your social media business profileDinis Guarda
 
Sensiwave, integrated internal communication system
Sensiwave, integrated internal communication systemSensiwave, integrated internal communication system
Sensiwave, integrated internal communication systemConscio-Technologies
 

La actualidad más candente (20)

PC Agency Overview
PC Agency OverviewPC Agency Overview
PC Agency Overview
 
Digital communications and social media – the challenges facing the PR indust...
Digital communications and social media – the challenges facing the PR indust...Digital communications and social media – the challenges facing the PR indust...
Digital communications and social media – the challenges facing the PR indust...
 
Social intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your businessSocial intelligence understanding your audience to enhance your business
Social intelligence understanding your audience to enhance your business
 
CEB AWARD SUBMISSION - Innovations - IBM - June 2016
CEB AWARD SUBMISSION - Innovations - IBM - June 2016CEB AWARD SUBMISSION - Innovations - IBM - June 2016
CEB AWARD SUBMISSION - Innovations - IBM - June 2016
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social Business
 
Beyond A Buzzword: Social Business Delivers
Beyond A Buzzword: Social Business Delivers Beyond A Buzzword: Social Business Delivers
Beyond A Buzzword: Social Business Delivers
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm System
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and Business
 
Building Social Proficiency Across The Organization
Building Social Proficiency Across The OrganizationBuilding Social Proficiency Across The Organization
Building Social Proficiency Across The Organization
 
Black Pearl Intelligence Primer
Black Pearl Intelligence PrimerBlack Pearl Intelligence Primer
Black Pearl Intelligence Primer
 
Aau entrepreneurship+innovation - sept13
Aau   entrepreneurship+innovation - sept13Aau   entrepreneurship+innovation - sept13
Aau entrepreneurship+innovation - sept13
 
What marketers say about working online: Mckinsey Quarterly Global survey
What marketers say about working online: Mckinsey Quarterly Global surveyWhat marketers say about working online: Mckinsey Quarterly Global survey
What marketers say about working online: Mckinsey Quarterly Global survey
 
Five steps for Succeeding with Social Media in a Multichannel World
Five steps for Succeeding with Social Media in a Multichannel WorldFive steps for Succeeding with Social Media in a Multichannel World
Five steps for Succeeding with Social Media in a Multichannel World
 
Web 2.0 and Social Media From Internal to External
Web 2.0 and Social Media From Internal to ExternalWeb 2.0 and Social Media From Internal to External
Web 2.0 and Social Media From Internal to External
 
Cmiq 2013 - multi-channel report
Cmiq   2013 - multi-channel reportCmiq   2013 - multi-channel report
Cmiq 2013 - multi-channel report
 
The PR Effect
The PR EffectThe PR Effect
The PR Effect
 
PR Proposal
PR ProposalPR Proposal
PR Proposal
 
How to manage your social media business profile
How to manage your social media business profileHow to manage your social media business profile
How to manage your social media business profile
 
Sensiwave, integrated internal communication system
Sensiwave, integrated internal communication systemSensiwave, integrated internal communication system
Sensiwave, integrated internal communication system
 
2011 CBSi Overview
2011 CBSi Overview2011 CBSi Overview
2011 CBSi Overview
 

Destacado (18)

Exp. nacho carretero, mitos 1ºbachill
Exp. nacho carretero, mitos 1ºbachillExp. nacho carretero, mitos 1ºbachill
Exp. nacho carretero, mitos 1ºbachill
 
Como llamar a alquien que tenga skype
Como llamar a alquien que tenga skypeComo llamar a alquien que tenga skype
Como llamar a alquien que tenga skype
 
TECNI BLACK
TECNI BLACKTECNI BLACK
TECNI BLACK
 
Democracy in Singapore
Democracy in SingaporeDemocracy in Singapore
Democracy in Singapore
 
El Conocimiento
El ConocimientoEl Conocimiento
El Conocimiento
 
Fotos
FotosFotos
Fotos
 
Teachers time is valuable (OE global2015)
Teachers time is valuable (OE global2015) Teachers time is valuable (OE global2015)
Teachers time is valuable (OE global2015)
 
Expectativas e Ilusões
Expectativas e IlusõesExpectativas e Ilusões
Expectativas e Ilusões
 
Viagra efeitos
Viagra efeitosViagra efeitos
Viagra efeitos
 
7 El Parentesco
7 El Parentesco7 El Parentesco
7 El Parentesco
 
OE Global 2015 - Paradis
OE Global 2015 -  ParadisOE Global 2015 -  Paradis
OE Global 2015 - Paradis
 
TIC e Empregabilidade
TIC e Empregabilidade TIC e Empregabilidade
TIC e Empregabilidade
 
Singapore: Economic Setting
Singapore: Economic SettingSingapore: Economic Setting
Singapore: Economic Setting
 
Carole pateman participação e teoria democrática
Carole pateman   participação e teoria democráticaCarole pateman   participação e teoria democrática
Carole pateman participação e teoria democrática
 
Nfs Nikiforos Dramas
Nfs Nikiforos DramasNfs Nikiforos Dramas
Nfs Nikiforos Dramas
 
Equação do 2° grau ii
Equação do 2° grau iiEquação do 2° grau ii
Equação do 2° grau ii
 
Nissan terrano
Nissan terranoNissan terrano
Nissan terrano
 
6th biosimilars congregation 2015
6th biosimilars congregation 20156th biosimilars congregation 2015
6th biosimilars congregation 2015
 

Similar a [En] How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy - 2012

Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalDanny Miller
 
Threepipe Unlimited Creds
Threepipe Unlimited CredsThreepipe Unlimited Creds
Threepipe Unlimited CredsThreepipe
 
Kinship Social Media Command Center Expertise
Kinship Social Media Command Center Expertise Kinship Social Media Command Center Expertise
Kinship Social Media Command Center Expertise KINSHIP digital
 
Social media liberal party
Social media liberal partySocial media liberal party
Social media liberal partyRyanNorthoverA
 
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)RockawayCapital
 
Growthlabsocialmedia Companypresentationmay09
Growthlabsocialmedia Companypresentationmay09Growthlabsocialmedia Companypresentationmay09
Growthlabsocialmedia Companypresentationmay09Magdalena Pawlowicz
 
Comstat - About Us
Comstat - About UsComstat - About Us
Comstat - About Uscomstatpr
 
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
 
Webinar: Futuro of Social Media by Fernando Polo
Webinar: Futuro of Social Media by Fernando PoloWebinar: Futuro of Social Media by Fernando Polo
Webinar: Futuro of Social Media by Fernando PoloGood Rebels
 
Using Social Business to Drive Innovation at Standard Life
Using Social Business to Drive Innovation at Standard LifeUsing Social Business to Drive Innovation at Standard Life
Using Social Business to Drive Innovation at Standard LifeIBM Sverige
 
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016Chris Bland
 
INTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTINTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
 
I sentia
I sentiaI sentia
I sentiaA P
 
emergence of digital and social media engagement
emergence of digital and social media engagementemergence of digital and social media engagement
emergence of digital and social media engagementDiksha Chhabra
 
Digital Marketing 101
Digital Marketing 101Digital Marketing 101
Digital Marketing 101Yu Yu Din
 
Collaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product managementCollaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product managementBrainmates Pty Limited
 
How Social Media Has Altered Customer Experience
How Social Media Has Altered Customer ExperienceHow Social Media Has Altered Customer Experience
How Social Media Has Altered Customer ExperienceSocial Strategy1
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsEndeavor Management
 

Similar a [En] How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy - 2012 (20)

Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt Vfinal
 
Threepipe Unlimited Creds
Threepipe Unlimited CredsThreepipe Unlimited Creds
Threepipe Unlimited Creds
 
Kinship Social Media Command Center Expertise
Kinship Social Media Command Center Expertise Kinship Social Media Command Center Expertise
Kinship Social Media Command Center Expertise
 
Social media liberal party
Social media liberal partySocial media liberal party
Social media liberal party
 
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)
Rockaway Academy #2 – Public relations with Joe Groves (SparkPR)
 
Growthlabsocialmedia Companypresentationmay09
Growthlabsocialmedia Companypresentationmay09Growthlabsocialmedia Companypresentationmay09
Growthlabsocialmedia Companypresentationmay09
 
Comstat - About Us
Comstat - About UsComstat - About Us
Comstat - About Us
 
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...
 
Webinar: Futuro of Social Media by Fernando Polo
Webinar: Futuro of Social Media by Fernando PoloWebinar: Futuro of Social Media by Fernando Polo
Webinar: Futuro of Social Media by Fernando Polo
 
Using Social Business to Drive Innovation at Standard Life
Using Social Business to Drive Innovation at Standard LifeUsing Social Business to Drive Innovation at Standard Life
Using Social Business to Drive Innovation at Standard Life
 
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016
Marketing in the Digital Age - INSEEC Lecture by Chris Bland - March 2016
 
INTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHTINTEGRATED MARKETING - GETTING IT RIGHT
INTEGRATED MARKETING - GETTING IT RIGHT
 
Getting It Right
Getting It RightGetting It Right
Getting It Right
 
I sentia
I sentiaI sentia
I sentia
 
emergence of digital and social media engagement
emergence of digital and social media engagementemergence of digital and social media engagement
emergence of digital and social media engagement
 
Core Lecture Lecture Presentation
Core Lecture   Lecture PresentationCore Lecture   Lecture Presentation
Core Lecture Lecture Presentation
 
Digital Marketing 101
Digital Marketing 101Digital Marketing 101
Digital Marketing 101
 
Collaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product managementCollaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product management
 
How Social Media Has Altered Customer Experience
How Social Media Has Altered Customer ExperienceHow Social Media Has Altered Customer Experience
How Social Media Has Altered Customer Experience
 
Using the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing EffortsUsing the Voice of the Customer to Inform Marketing Efforts
Using the Voice of the Customer to Inform Marketing Efforts
 

Más de Akio

AkioSpotter - Cas Client - PagesJaunes - FR
AkioSpotter - Cas Client - PagesJaunes - FRAkioSpotter - Cas Client - PagesJaunes - FR
AkioSpotter - Cas Client - PagesJaunes - FRAkio
 
#DigitalBosses par Spotter - Etude 1er trimestre 2017
#DigitalBosses par Spotter - Etude 1er trimestre 2017#DigitalBosses par Spotter - Etude 1er trimestre 2017
#DigitalBosses par Spotter - Etude 1er trimestre 2017Akio
 
[FR] Support conférence "Réseaux sociaux" - Banque et Innovation - 1er octob...
[FR] Support conférence "Réseaux sociaux" -  Banque et Innovation - 1er octob...[FR] Support conférence "Réseaux sociaux" -  Banque et Innovation - 1er octob...
[FR] Support conférence "Réseaux sociaux" - Banque et Innovation - 1er octob...Akio
 
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation - 1er O...
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation -  1er O...[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation -  1er O...
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation - 1er O...Akio
 
[FR] Support de présentation Social Media Intelligence de la conférence « La ...
[FR] Support de présentation Social Media Intelligence de la conférence « La ...[FR] Support de présentation Social Media Intelligence de la conférence « La ...
[FR] Support de présentation Social Media Intelligence de la conférence « La ...Akio
 
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...Akio
 
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...Akio
 
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – Spotter
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – SpotterBaromètre #DigitalBosses novembre 2014, TBWA Corporate – Spotter
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – SpotterAkio
 
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...Akio
 
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...[En] PagesJaunes client case: Social and Online Media - What strategy to use ...
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...Akio
 
[Es] Air France caso cliente: Proyecto de eReputación
[Es] Air France caso cliente: Proyecto de eReputación [Es] Air France caso cliente: Proyecto de eReputación
[Es] Air France caso cliente: Proyecto de eReputación Akio
 
[En] Air France client case: e-reputation project
[En] Air France client case: e-reputation project[En] Air France client case: e-reputation project
[En] Air France client case: e-reputation projectAkio
 
[Fr] Cas client Air France : Projet E-Reputation
[Fr] Cas client Air France : Projet E-Reputation[Fr] Cas client Air France : Projet E-Reputation
[Fr] Cas client Air France : Projet E-ReputationAkio
 

Más de Akio (13)

AkioSpotter - Cas Client - PagesJaunes - FR
AkioSpotter - Cas Client - PagesJaunes - FRAkioSpotter - Cas Client - PagesJaunes - FR
AkioSpotter - Cas Client - PagesJaunes - FR
 
#DigitalBosses par Spotter - Etude 1er trimestre 2017
#DigitalBosses par Spotter - Etude 1er trimestre 2017#DigitalBosses par Spotter - Etude 1er trimestre 2017
#DigitalBosses par Spotter - Etude 1er trimestre 2017
 
[FR] Support conférence "Réseaux sociaux" - Banque et Innovation - 1er octob...
[FR] Support conférence "Réseaux sociaux" -  Banque et Innovation - 1er octob...[FR] Support conférence "Réseaux sociaux" -  Banque et Innovation - 1er octob...
[FR] Support conférence "Réseaux sociaux" - Banque et Innovation - 1er octob...
 
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation - 1er O...
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation -  1er O...[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation -  1er O...
[FR] Support de conférence "Cross-Canal" - Salon Banque & Innovation - 1er O...
 
[FR] Support de présentation Social Media Intelligence de la conférence « La ...
[FR] Support de présentation Social Media Intelligence de la conférence « La ...[FR] Support de présentation Social Media Intelligence de la conférence « La ...
[FR] Support de présentation Social Media Intelligence de la conférence « La ...
 
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...
[FR] Témoignage client La Poste Mobile : Conjuguer volumétrie et excellence d...
 
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...
[FR] L’innovation pour piloter son eReputation et gérer les leviers d’influen...
 
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – Spotter
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – SpotterBaromètre #DigitalBosses novembre 2014, TBWA Corporate – Spotter
Baromètre #DigitalBosses novembre 2014, TBWA Corporate – Spotter
 
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...
[Fr] Le Client Social : Conférence au Printemps des Etudes à Paris le 11 avri...
 
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...[En] PagesJaunes client case: Social and Online Media - What strategy to use ...
[En] PagesJaunes client case: Social and Online Media - What strategy to use ...
 
[Es] Air France caso cliente: Proyecto de eReputación
[Es] Air France caso cliente: Proyecto de eReputación [Es] Air France caso cliente: Proyecto de eReputación
[Es] Air France caso cliente: Proyecto de eReputación
 
[En] Air France client case: e-reputation project
[En] Air France client case: e-reputation project[En] Air France client case: e-reputation project
[En] Air France client case: e-reputation project
 
[Fr] Cas client Air France : Projet E-Reputation
[Fr] Cas client Air France : Projet E-Reputation[Fr] Cas client Air France : Projet E-Reputation
[Fr] Cas client Air France : Projet E-Reputation
 

Último

AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)Data & Analytics Magazin
 
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityAggregage
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024Becky Burwell
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...PrithaVashisht1
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introductionsanjaymuralee1
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxVenkatasubramani13
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Guido X Jansen
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxDwiAyuSitiHartinah
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructuresonikadigital1
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Vladislav Solodkiy
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best PracticesDataArchiva
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?sonikadigital1
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerPavel Šabatka
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.JasonViviers2
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationGiorgio Carbone
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionajayrajaganeshkayala
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptaigil2
 

Último (17)

AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)
 
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introduction
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptx
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructure
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayer
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - Presentation
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual intervention
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .ppt
 

[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
  • 12. Reputation Management & Marketing Intelligence  Data organised on the Client Platform
  • 13. Reputation Management & Marketing Intelligence  Conception and Implementation of Decisional Dashboards
  • 14. Reputation Management & Marketing Intelligence  Daily Newsletters
  • 15. Reputation Management & Marketing Intelligence  Weekly Reports
  • 16. Reputation Management & Marketing Intelligence  Ad-Hoc Studies
  • 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