beyond data collection, sentiment analysis for crowds and stakeholders
DESCRIPTION
Presentation given by Christophe Ginisty on July 9th 2014 at the EACD workshop on evaluation, the day prior to the annual European Communication SummitTRANSCRIPT
© Christophe Ginisty 2014!
Beyond data collection, sentiment analysis for crowds and stakeholders
Christophe Ginisty
July 9th, 2014
EACD - Brussels
@cginisty
© 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
© Christophe Ginisty 2014!
HOW PR HAS CHANGED over the last 30 years?
© Christophe Ginisty 2014!
1984!
“Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
© Christophe Ginisty 2014!
2010!
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
© Christophe Ginisty 2014!
INFORMATION conversation
relationship
Why will people want
to enter into the
conversation?!
How the conversation will lead to a relationship?!
© Christophe Ginisty 2014!
How to mesure
the way to mutually beneficial relationship?
© Christophe Ginisty 2014!
EMOTIONS ARE THE ENGINE OF INFLUENCE COMMUNICATIONS AT THE DIGITAL AGE
© Christophe Ginisty 2014!
What are the 3 basic activities on social networks?
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
People will share content that
moves them
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT communications directors
MUST LEARN FROM THAT?
© Christophe Ginisty 2014!
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
© Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that will inspire emotions from your stakeholders: social media ignition
© Christophe Ginisty 2014!
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
© Christophe Ginisty 2014!
Social media adoption
Crowd participation
Private information
Sentiment intensity
TRADITIONAL MEDIA Social media
© Christophe Ginisty 2014!
listening monitoring &!
3 key indicators for sentiment analysis
© Christophe Ginisty 2014!
Listening and monitoring
Likes
Comments
Shares Likes
Comments
Shares
INSPIRED BY THE ORGANIZATION spontaneous
© Christophe Ginisty 2014!
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
© Christophe Ginisty 2014!
Emotional words
Extract expressions that illustrate an emotion (positive or negative) and follow the evolutions
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made in china, expensive, competitive, do not treat employees well
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transparent
visionary, creative, made in china, expensive, competitive, do not treat employees well
COMPETITION
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
The GOAL of SENTIMENT ANALYSIS IS TO
TRANSFORM one ORGANIZATION INTO A
“community driven organization”
© Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATIONS
Trust
© Christophe Ginisty 2014!
Merci ;-)