TELECOM ITALIA GROUP Digital Communication Awards Berlin September 14th 2012

Telecom Italia’s Reputation Monitoring Room Massimiliano Spaziani Brunella Corporate Communication – Brand Strategy and Research

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Telecom Italia’s Reputation Monitoring Room

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

Corporate Communication – Brand Strategy and Research

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Telecom Italia’s Reputation Monitoring Room

What to do?

How can we evaluate our online investments?

Corporate Communication – Brand Strategy and Research

How can we measure the impact of our online initiatives on brand reputation?

How can we transform online conversation monitoring into

an engagement strategy?

What is the Reputation Monitoring Room?

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Telecom Italia’s Reputation Monitoring Room

Concept and objectives • The Reputation Monitoring Room

– active since June 2011 – is a real time monitoring facility, focused both on quantitative and qualitative analytics

• Its main purpose is to analyze online conversations, trying to conjugate them with offline surveys and researches, in order to understand the impact of online conversations on brand reputation and how communication and marketing strategies can be reshaped by these analyses

Corporate Communication – Brand Strategy and Research

What do we do and how?

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Telecom Italia’s Reputation Monitoring Room

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

Corporate Communication – Brand Strategy and Research

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Telecom Italia’s Reputation Monitoring Room

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

Corporate Communication – Brand Strategy and Research

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Telecom Italia’s Reputation Monitoring Room

Dimensions 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+, Photos)

• Reach

• Streaming (live, Video On Demand)

• Engagement

• Sentiment, quality

• Loyalty

• Virality

Corporate Communication – Brand Strategy and Research

Who are we?

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Telecom Italia’s Reputation Monitoring Room

A multidisciplinary problem-solving approach

Corporate Communication – Brand Strategy and Research

What’s next?

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Telecom Italia’s Reputation Monitoring Room

Enhance and export our experience

•Influencers, connectors People

•Themes •Fan, rejectors, interested •Unique indicators

Topics

•Engagement type Brand

CLUSTER

► Develop a model aimed to conjugate offline surveys and online monitoring by using uniform KPIs

► Improve our Social Network Analysis models, with the objective of representing

evolving social network, identifying swarm-like communities and understanding their behavior for predictive purposes

Corporate Communication – Brand Strategy and Research

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Telecom Italia’s Reputation Monitoring Room

Process innovation

Model integration

Tool Flexibility

Corporate Communication – Brand Strategy and Research

THANK YOU! Web: http://www.telecomitalia.com Massimiliano Spaziani Brunella massimiliano.spazianibrunella@telecomitalia.it http://it.linkedin.com/in/massimilianospaziani