Presentation given by Christophe Ginisty on July 9th 2014 at the EACD workshop on evaluation, the day prior to the annual European Communication Summit

1. © Christophe Ginisty 2014!
Beyond data
collection, sentiment
analysis for crowds
and stakeholders
Christophe Ginisty
July 9th, 2014
EACD - Brussels
@cginisty

2. © Christophe Ginisty 2014!
About me…
• Digital Strategist and reputation specialist
• Creator and organizer of the
ReputationWar Conference
• 2013 President of the International Public
Relations Association (IPRA)
• Ex EMEA Digital Evangelist @ Edelman
• Visiting professor of Digital Influence
Strategy and Public Relations
• Published Author and blogger since 2004

3. © Christophe Ginisty 2014!
HOW PR HAS CHANGED over
the last 30 years?

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1984!
“Public relations is the
practice of managing
the spread of
information between an
individual (or an
organization) and the
public”

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2010!
“Public relations is a
strategic communication
process that builds
mutually beneficial
relationships between
organizations and their
publics”

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INFORMATION
conversation
relationship

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INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!

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INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
How the conversation
will lead to a
relationship?!

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How to mesure
the way to
mutually
beneficial
relationship?

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EMOTIONS ARE THE
ENGINE OF
INFLUENCE
COMMUNICATIONS AT
THE DIGITAL AGE

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What are the 3 basic activities
on social networks?

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Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
People will share content that
moves them

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WHAT communications directors
MUST LEARN FROM THAT?

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COMMUNICATING IS NOT ENOUGH
A winning communications
strategy is not only about
making the voice of the
organization heard: it is about
inspiring a relationship

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EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that
will inspire emotions from
your stakeholders: social
media ignition

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CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready
to interact directly with the
stakeholders: be part of it and
switch to the conversational
mode

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Social media adoption
Crowd
participation
Private
information
Sentiment
intensity
TRADITIONAL MEDIA Social media

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listening
monitoring&! 3 key indicators for
sentiment analysis

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Listening and monitoring
Likes
Comments
Shares
Likes
Comments
Shares
INSPIRED BY THE ORGANIZATION spontaneous

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Emotional
intensity
Emotional
intensity
Emotional
intensity
trendS MORE THAN DATa
A sudden pick
A sudden fall
The starting
point of a
significant
growth
Track what’s unusual:
when emotions will be
amplified

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Emotional words
Extract expressions that
illustrate an emotion (positive
or negative) and follow the
evolutions

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Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made inchina, expensive,competitive, do not treatemployees well

28. © Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made inchina, expensive,competitive, do not treatemployees well
COMPETITION

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The GOAL of SENTIMENT ANALYSIS IS TO
TRANSFORM one ORGANIZATION INTO A
“community driven organization”

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COMMUNITY DRIVEN ORGANIZATIONS
Trust

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Merci ;-)