Post on 16-Jul-2015
How to use social media to fine tune your communication plan
Pierre-Paul Fares 13/11/2014
Data News Business Forum
2
Agenda 1. A brief history of communication during last 30
years
2. The relationship between Local Authorities and
Citizens
3. The dimensions of a Communication Plan
4. The current process for a Communication
5. The Scope of the exercice
6. Using Social Media Analytics
7. Conclusion
8. Q&A
The current questions for the organizations/Authorities
How to guarantee you reach the intended target audience?
How to guarantee your message is well perceived?
Are you listening the people?
How to improve your communicaion?
3
3
2
1
4
Scope of Exercise A brief history of communication during 30 last years
1/01/1985
31/12/2014
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
1985 - 1994
NewspapersTelevision
Radio
4/02/2004Facebook
1/03/2006Twitter
1/02/1993
First browser
1/05/1993First newspaper
e-version
Historical Channel of communications
Newspapers online
Social Media content
Volu
me
Time
6
The dimensions of a Communication Plan
Short term:
• Event planned (shows, fairs, sport games, …)
• Event unplanned (accidents, Police intervention, …)
Mid term and long term
• Change in mobility
• Long time event (ex: Mons 2015)
• Foreseen situation that can occur
Rational
Emotional
Release the first Message
•First publication
Measure the reactions of citizens
•Define the Communication channel
Analyze them to identifyi improvements
•View reports and analysis
Take actions
•visibility
Fine tune your message
•Release a new version, more accurate
The current process for a Local Authorities communication
The Questions
Vo
lum
e
Time How to fetch the citizens’ comments?
What do citizens
think about a public event?
How to Reconciliate / create dialogue
between citizens and the politicians?
How politicians can know what the citizens think?
The Framework Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation
Segment
Relate Discover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?
ARE WE REACHING THE INTENDED AUDIENCES &
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,
BEHAVIOR & SENTIMENT?
• Share of Voice
• Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
• Affinity • Association • Cause
• Topics • Participants • Sentiment
Scope of Exercise
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 take 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.
Scope of exercice
Release the first
Message
Identify some
concepts and
hotwords
Fetch a first Query Data set
Apply some filters
Analyze the resulting data set
•View Reports and Analysis
Apply to program
• Decision Management
• Campaign Management
• Targeted messaging
Improve your model
•Modify
•Enhance
The process flow overview for a Local Authorities communication
The Social Media Segmentation Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation
Segment
Relate Discover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?
ARE WE REACHING THE INTENDED AUDIENCES &
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,
BEHAVIOR & SENTIMENT?
• Share of Voice
• Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
• Affinity • Association • Cause
• Topics • Participants • Sentiment
IBM Confidential
Reporting Interface: Segmentation – Gender Reporting Interface: Segmentation – Gender
The Social Media Relationships Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation
Segment
Relate Discover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?
ARE WE REACHING THE INTENDED AUDIENCES &
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,
BEHAVIOR & SENTIMENT?
• Share of Voice
• Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
• Affinity • Association • Cause
• Topics • Participants • Sentiment
The Segmentation Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation
Segment
Relate Discover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?
ARE WE REACHING THE INTENDED AUDIENCES &
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,
BEHAVIOR & SENTIMENT?
• Share of Voice
• Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
• Affinity • Association • Cause
• Topics • Participants • Sentiment
The Segmentation Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation
Segment
Relate Discover
Assess
ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?
ARE WE REACHING THE INTENDED AUDIENCES &
ARE WE LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,
BEHAVIOR & SENTIMENT?
• Share of Voice
• Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Attendees, Prospective
attendees
• Affinity • Association • Cause
• Topics • Participants • Sentiment
30
By Using a Social Media Analytics tool, the local authorities can be closer to citizens, better understand their voice, take the right actions, get confidence by reducing the gap between citizens and politicians
Conclusion
www.nrbgroup.be
Looking for Social Media Analytics experts?
Pierre-Paul Fares
31