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Big Data and Social Monitoring: Building Meaningful Relationships
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Transcript of Big Data and Social Monitoring: Building Meaningful Relationships
TELECOM ITALIA GROUP Digital Marketing & Media Summit Hamburg, September 26th 2012
Big Data and Social Monitoring: Building Meaningful Relationships
Emanuela Zaccone Corporate Communication
Big Data and Social Monitoring: Building Meaningful Relationships
The three waves of social consciousness ► Just recently we have begun to accept that the idea of being present on
social media, investing in them and setting up campaigns and activities, does not just mean generating leads or improving brand awareness, but also offers the chance to redefine brand strategy and reputation
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Big Data and Social Monitoring: Building Meaningful Relationships
Third wave: monitoring as enabler ► Social media monitoring works as an enabler:
► It is a social media strategy builder
► It is a relationship creator
► It is a brand awareness builder
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Big Data and Social Monitoring: Building Meaningful Relationships
Big data challenge
► Too big, too fast, too hard
► Big algorithms, big machine learning and big understanding
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Telecom Italia and the Reputation Monitoring Room
Big Data and Social Monitoring: Building Meaningful Relationships
Telecom Italia in figures *
32.2
6
Million mobile lines in Italy
68.9 Million mobile lines in Brasil
20.9 Million mobile lines in Argentina and Paraguay
Mobile (Italy and abroad)
14.3
7.0 Million retail broadband accesses
Fixed and Broadband (Italy)
4.1 Million fixed lines in Argentina
1.6 Million broadband accesses in Argentina
Fixed and Broadband (Abroad)
* As of June 30th, 2012
Million fixed retail access lines
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Digital citizenship as a strategic weapon Telecom Italia associated to its
technological role: an empowerment of its brand strategy and digital citizenship
Starting from 2008 Telecom Italia increased its investments in Web and Social, both from an operative and research point of view: It promoted netnographic research in
order to map the Italian digital landscape and modify brand positioning
It launched a new Web System design for Telecom Italia Group, evolved over years thanks to the contribution of new projects
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Big Data and Social Monitoring: Building Meaningful Relationships
How can online perception influence brand image?
In 2009 we discovered that Telecom Italia’s reputation, as regards the online brand experience, was better than the offline perception.
In order to transform online perception of the brand in a better offline brand image:
• We enhanced the research area
• We increased our online presence
• We activated the Reputation Monitoring Room
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Big Data and Social Monitoring: Building Meaningful Relationships
What to do?
How can we evaluate our online investments?
How can we measure the impact of our online initiatives on brand reputation?
How can we transform online conversation monitoring into
an engagement strategy?
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The Reputation Monitoring Room
The Reputation Monitoring Room – active since June 2011 – is a real time monitoring facility, focused both on quantitative and qualitative analytics. It monitors all the online conversations related to Telecom Italia Group on property channels, blogs, forums, news websites, aggregators and Social Networks
The Reputation Monitoring Room evaluates the efficacy of our events and initiatives by comparing them also with competitors
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Big Data and Social Monitoring: Building Meaningful Relationships
The reputation of the Reputation Monitoring Room
► Forrester case study, August 2012
► Digital Communication Awards 2012, Best Monitoring and Evaluation
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Big Data and Social Monitoring: Building Meaningful Relationships
Our Web and socialverse
• About 10 websites, 10 Facebook pages with more than 2 million fans, 5 Twitter accounts with almost 1 million followers, a strong presence on G+,
Pinterest and Instagram
• We listen to and analyze more than 1.500 conversations per month
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Big Data and Social Monitoring: Building Meaningful Relationships
What we do? A recursive process INPUT TOOLS OUTPUT
Sources Data Collection Storage & Analysis Alerting & Reporting
TI Properties
Blogs
Forums
SNs
Community
News websites
Software
Research
Performance of TI and competitors Specific initiatives/campaigns Benchmark & Market research
Crisis management Activate action plans to reduce
response time Press office Community managers
Evaluate economic investments and communication strategies before, during and after events
Improve our activities on-the-go and reallocate investments as needed
Conjugate online and offline analyses in a unique analysis framework
REPORTS
REALTIME ALERTING
OUTPUT
INTEGRATED ANALYSIS MODEL KPIs
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Big Data and Social Monitoring: Building Meaningful Relationships
Our analysis model is focused on three main dimensions:
1. Ownership (who owns the property which makes communication)
2. Channels (where the communication takes place)
3. KPI (which are the most relevant metrics we want to measure)
The main purposes of our model are:
• Understand how much engagement our initiatives and events can generate on Web and Social Media and how users perceive our brand
• Measure and track our communication performance
• Measure and track communication performance of our partners
• Measure and track spontaneous conversations vs led by brand and partners communication (amplification)
• Understand the return of our adv investments in terms of impressions and engagement
• Discover who our influencers are in our activities domain
• Understand the impact of a specific event or initiative on brand’s image
• Plan and evaluate future communication actions and investments
• Measure and track competitors’ performances (growth, engagement, etc.)
OUTCOMES
GENERAL STRUCTURE
Analysis model for events and initiatives
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These are the analysis dimensions we use to catalogue and measure the contents produced around a specific event or initiative:
OWNERSHIP
CHANNELS
KPIs
• Properties
• Advertising
• Partners
• Spontaneous conversations
• Web
• Forum
• Blog
• Social Networks (Facebook, Twitter, YouTube, Google+, Pinterest, Instagram, etc.)
• Reach
• Streaming (live, Video On Demand)
• Engagement
• Sentiment, quality
• Loyalty
• Virality
Analysis dimensions
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Big Data and Social Monitoring: Building Meaningful Relationships
[EXAMPLE] Dashboard for channels and KPIs: properties Web (dedicated website) FB (page) TW TOTAL
Reach 12.345
pageviews 123.456
post/tab views 456.789*
tweet views n.a.
Streaming 12.345 players loaded
(1.234 live – 56.789 VOD) 1.234 live
players loaded in tab n.a. 56.789 players loaded
Engagement 150 comments to live
streaming 580 activities /
55 posts + tab live 120 retweets /
71 tweets** n.a.
Sentiment
Positive Positive
n.a. 74,9%
24,6% 0,5%
78%
20% 2%
This dashboard – focused on properties, but identical for lead-by-partners and spontaneous conversations – is dedicated to comparable key metrics.
This kind of scheme helps us to immediately idenitfy which is the contribution given by each channel and property in promoting the initiative.
75%
24%
1%
Positive
Very Positive
Negative
76%
18% 6%
Web
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The impact of online conversations on the brand
0,75 0,72
0,5
0,6
0,7
0,8
0,9
1
con Pappano senza Pappano
Perception Index 19%
81%
Initiative relatedconversations
Otherconversations
With the initiative Without it
We elaborated two indexes aimed to understand how much the analyzed initiative impacted on the total number of conversations involving the brand (it is represented as a share).
Stemming from this share, we use a weighted average to calculate which is the sentiment around the analyzed initiative compared to the other conversations involving the brand and how much the first one has a positive or negative impact on general brands perception.
In the example above, the initiative related conversations represent – during the analysed time range –19% of total conversations on brand. The tabular chart shows the contribution that the initiative gives to the positive perception of brand.
We apply these indexes both to properties and to partners and spontaneous conversations.
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[EXAMPLE] Facebook: growth and performances
During the last month all the accounts constantly increased their fan bases.
The B account hits the best Relative Net Growth score.
B and C improved their talking about, which decreased for other properties.
The number of organic and viral impressions is stable for all the other properties except A, which declined during last week.
A B C D E A B C D E
A B C D E A B C D E
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What’s next?
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Online and offline: who talks inside and outside digital world?
What do rejectors think?
Who are our fans? Who is uninterested?
We have an articulated set of research for on and offline channels monitoring, aimed to better understand our audience and interpret their perception of the brand and the company, through a constant strategies redesign process
Our team work involves communication area, business lines, customer satisfaction and market research
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How can we conjugate online and offline?
► Through Social Network Analysis we want to find a correspondance between users behaviour and the categories of fan, rejectors and interested for which we have historical time series coming from offline research
► These analyses can give us both strategic insights – useful for example to address our digital communication activities – and suggestions about the online perception of the brand
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Big Data and Social Monitoring: Building Meaningful Relationships
Socio-demographic characteristics
At the moment we aim to correlate the results of our online analyses with socio-demographic data coming from offline research. These are the main categories that we will take into account: • Age • Gender • Location
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Big Data and Social Monitoring: Building Meaningful Relationships
Enhance and export our experience
•Influencers, connectors People
•Themes •Fan, rejectors, interested •Unique indicators
Topics
•Engagement type Brand
CLUSTER
► We are developing a model aimed to conjugate offline surveys and online monitoring by using uniform KPIs
► We are collaborating with the Top Client business line to export our knowledge and experience to Italian large companies, and we are working with them to include RMR services in Telecom Italia’s Top Client offer
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Next steps
Research area
Model evolution
Social Network Analysis and advanced influencer analysis Cluster representation Text analysis as a competitive factor Users’ behavioural patterns analysis Collaboration with research institutes (MIT, Santa Fe Institute and others)
KPI optimization Influencers’ weight definition Integration of third party data to evaluate and weight sources
Our reporting processes are part of Telecom Italia’s digital communication strategies measurement. In the next months we are going to improve the analysis model and the monitoring tools. These are our main focuses:
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Big Data and Social Monitoring: Building Meaningful Relationships
Process innovation
Model integration
Tool Flexibility
Corporate Communication
THANK YOU! Find me here: http://about.me/emanuela.zaccone
[email protected] http://www.linkedin.com/in/emanuelazaccone http://twitter.com/#!/Zatomas http://www.facebook.com/emanuela.zaccone https://plus.google.com/112470516981949999904/posts