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LIVING Communities:
Discover Relationships,
Craft Messages &
Connect
acceso.com
@acceso
LT-Accelerate. Brussels
November 2...
We listen to
and analyze
the voice of the
media
and consumers
to generate insights
and Marketing and
Communication
strateg...
A NEW PERSPECTIVE
Focused on the transformative capability of
consumer intelligence and brands.
We are part of the group I...
OUR GREATEST
CREDENTIALS
+800
CLIENTS
26IBEX35 COMPANIES
LIVING COMMUNITIES
WHY LIVING COMMUNITIES?
• From top-to-bottom flow of information to complex, multi-
way communication ecosystem
• Digital ...
• Conocer cómo se estructura la conversación sobre una marca o un
concepto, localizar a los distintos públicos y sus patro...
How do we do it? Ecosystem analysis
Ongoing social
media and online
media buzz
monitoring
Creation of
database: authors
an...
ANALYZE THEIR
RELATIONSHIPS
-
Keys to the process – Analyze relationships
Three main types of relationships:
Copy: Those i...
¿Por que atribuir roles a los autores del ecosistema?
PROPAGATORINITIATOR
SPECTATORPOTENTIAL DEFENDER
CATEGORIZE PARTICIPA...
Living Communities in action
…
“Volkswagen” & “BMW” cases
…
Source: Twitter, Blogs, Online media, Forum
Location: Spain
Da...
Zoom: “Volkswagen” community
16.585 publications
1263 authors
13,13 publications per author
5,8 M. Potential reach
Node si...
Zoom: “BMW” community
28.495 publications
1467 authors
19,42 publications per author
30,1 M. Potential reach
Larger commun...
• Incorporate lurkers and observers
behaviour
• Integrate endorsement metrics
• Raw material quality: accurate topic
detec...
“We have developed
proprietary algorithms that
allow us to identify the
most productive
relationships based on
Trust and C...
THANKS
Inés Campanella
icampanella@acceso.com
acceso.com
@acceso
BARCELONA · BOGOTÁ · BOSTON · CIUDAD DE PANAMÁ · LIMA · MADRID · MÉXICO D.F. · MIAMI
@acceso
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Cómo medir la influencia de las redes sociales en tu estrategia de marketing y comunicación

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Esta presentación aborda los siguientes temas:
- La participación de ciudadanos y consumidores en conversaciones y comunidades digitales de su interés.
- La importancia de disponer de tecnologías adecuadas para la escucha social permanente de las conversaciones y la detección de estas comunidades
- El papel de la tecnología y el Data Science, para analizar el contenido más atractivo para el usuario y hacer que las marcas conecten con él y mejoren el ROI de sus acciones acertando más sus propuestas.

Publicado en: Datos y análisis
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Cómo medir la influencia de las redes sociales en tu estrategia de marketing y comunicación

  1. 1. LIVING Communities: Discover Relationships, Craft Messages & Connect acceso.com @acceso LT-Accelerate. Brussels November 23-24.
  2. 2. We listen to and analyze the voice of the media and consumers to generate insights and Marketing and Communication strategies.
  3. 3. A NEW PERSPECTIVE Focused on the transformative capability of consumer intelligence and brands. We are part of the group ISP Digital, a global organization which develops solutions based on technology and Data Science at the intersection of Paid, Owned and Earned Media. MIAMI MADRID BARCELONA PANAMA CITY LIMA BOGOTA MEXICO CITY +300PROFESSIONALS BOSTON
  4. 4. OUR GREATEST CREDENTIALS +800 CLIENTS 26IBEX35 COMPANIES
  5. 5. LIVING COMMUNITIES
  6. 6. WHY LIVING COMMUNITIES? • From top-to-bottom flow of information to complex, multi- way communication ecosystem • Digital Communities are organized around recurrent conversations on similar interests and habits • Veritable gold mine of information • However, not all relationships and members are the same • We must distinguish those members who hold the greatest authority and the most fruitful relationships based in trust • Audience size is not equal to influence: content, dynamic reaction and interaction “Capitalize the social component of social media” #LTA15
  7. 7. • Conocer cómo se estructura la conversación sobre una marca o un concepto, localizar a los distintos públicos y sus patrones de influencia real. • Definir las claves de la estrategia de PR y MK a seguir con cada uno, optimizando tus mensajes, para adecuarlo a las comunidades vivas en torno a tu marca. • Identificar a los principales influencers de los distintos públicos, su alcance y su grado de prescripción, y fortalecer las relaciones con influencers no fidelizados Living Communities What is it? What’s the use of a Living Communities analysis? • Discover the structure of conversations about a brand or a concept, locate and segment our different audiences and their patterns of actual influence • Identify key influencers and its reach, engage with our audience, leverage ambassadors and monitor detractors • Define ad-hoc key marketing and PR strategies, optimize corporate messages, take better-informed decisions In-house technological solution that enables us to identify communities and influencers through algorithms to calculate patterns of influence and propagation #LTA15
  8. 8. How do we do it? Ecosystem analysis Ongoing social media and online media buzz monitoring Creation of database: authors and publications Assign roles to participants in the conversation, unveil influence patterns Analysis of main communities and influencers Insights to improve marketing and communication strategies 1 2 3 4 5 SOCIAL LISTENING DATABASE CREATION ANALYSISIDENTIFICATION RECOMMENDATION #LTA15
  9. 9. ANALYZE THEIR RELATIONSHIPS - Keys to the process – Analyze relationships Three main types of relationships: Copy: Those interactions who hold enough similarities to infer that there is an intention to copy all or part of the content by the original author Reply: Those linked to a conversation with messages and responses around a previous dialogue. Reference: Those where recognition is given to another author for the value of the information provided (mentions, links to other sites, etc.) #LTA15
  10. 10. ¿Por que atribuir roles a los autores del ecosistema? PROPAGATORINITIATOR SPECTATORPOTENTIAL DEFENDER CATEGORIZE PARTICIPANT ROLES Keys to the process – Categorize roles Initiator: Start conversations with their own contents, first position in propagation chains Propagator: Many publications, many followers (potential prescribers, heavy users) Potential Defender: Many followers and/or many mentions (VIP, celebrities, journalists), great viralization potential Spectator: Few publications, passive behaviour, scarce contribution to propagation #LTA15
  11. 11. Living Communities in action … “Volkswagen” & “BMW” cases … Source: Twitter, Blogs, Online media, Forum Location: Spain Date: 1/04/-15 30/06/15 Number of interactions: > 3
  12. 12. Zoom: “Volkswagen” community 16.585 publications 1263 authors 13,13 publications per author 5,8 M. Potential reach Node size. Number of relationships Node color: rol Central nodes are Brand twitter official channels Around them we detect general mass media and media specialized in automotive news No relationship with other brands from VW Group VW strategy: country level and proximity- based #LTA15
  13. 13. Zoom: “BMW” community 28.495 publications 1467 authors 19,42 publications per author 30,1 M. Potential reach Larger community, bigger number of established relationships Strong interaction with Brand official Twitter worldwide channels Persistent relationship with specialized media (e.g., Autobild) & sportive events official social media profiles BMW strategy: based in content propagation within cross-country level Node size. Number of relationships Node color: rol #LTA15
  14. 14. • Incorporate lurkers and observers behaviour • Integrate endorsement metrics • Raw material quality: accurate topic detection and sentiment analysis • Intensive human intervention to process and analyze information • Large datasets are better…but more time- consuming • Cross-channel analysis: merge online and offline sources CHALLENGES AND NEXT STEPS #LTA15
  15. 15. “We have developed proprietary algorithms that allow us to identify the most productive relationships based on Trust and Complicity” SUMMARY Helping our clients to effectively connect with consumers and stakeholders, by designing maps of influencers based on the role each member plays in the community, through interdisciplinary approach COMMUNITY 1 COMMUNUTY 2 COMMUNITY 3 #LTA15
  16. 16. THANKS Inés Campanella icampanella@acceso.com acceso.com @acceso
  17. 17. BARCELONA · BOGOTÁ · BOSTON · CIUDAD DE PANAMÁ · LIMA · MADRID · MÉXICO D.F. · MIAMI @acceso

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