How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy

Brussels, 4 & 5 July 2012

Who We Are

Spotter moves Media and Social Media Analytics to the next level by combining highly sophisticated, professional analysis with state-of-the-art technology.

• We have 14 years of experience

• We treat more than 30 languages

• We cover all types of media all over the world

We work for major brands and institutions : Air France, Chanel, European Commission, Orange, ...

Who We Are

Our mission is to ensure 100% relevant information and provide decisional analytics, with dedicated solutions and applications for Marketing, Communication, Risk and Strategy.

Precise Sourcing

Intelligent Qualification

Decisional Reporting

Advanced Analysis

Market Shifts

Since 1998 we have been facing major changes in the Information Market :

• Rise of Social Media

• Development of Analytics

• Treatment of Big-Data in the Cloud

… and major social changes

From Young Digital

Natives

to new-older Digital Users

• Buying

• Searching for advice

• Expecting an answer

• Wanting to share

Challenges for Communications Measurement

Communications Measurement needs to combine :

• Share of Voice and Digital Visibility

• Media Reach and Social Reach

• Media Opinions and Consumers/Citizens feedback

and to keep in mind that even if it is necessary new tools and technology to deal with social data, the fundamentals of the

analysis are the same:

must be simple, efficient and help you take concrete decisions

The challenge today is no longer to find, collect and structure relevant data, but to transform this information into tools that can help decision making!

?How can we deal with these changes

2 concrete examples to show how it can be done:

Corporate Reputation

& Marketing Intelligence

Communications Efficiency

& Citizens Voice

Reputation Management & Marketing Intelligence

Why BtoC market

Very exposed brand

Client since 2 years

A very complete project, that uses all SPOTTER services

• Multilingual monitoring French / English

• Geolocalisation detection : only data from Europe, USA and Canada

• Monitoring and Analytics interface to manage and analyse the data

• Decisional Dashboards with several views imbricated

• Daily Newsletters – Synthesis of the last news, Key indicators and Risk Factor

• Real-time Automatic Alerts based on a selection of sources and key words

• Weekly Reports with specific analysis for Corporate and Marketing Departments

• Ad-hoc Studies to analyse specific issues, evaluate crisis impact, ...

• Dedicated team with a daily communications with the Project Manager

Reputation Management & Marketing Intelligence

Client Request:

• Monitor social conversations related to clients experience, clients expectations or clients opinions on the brand

• Monitor media coverage on corporate issues that may impact the company’s reputation: financial, social, management, …

• ... in French and English to cover Europe and North America

Goals:

• Identify unsatisfaction and/or questions to engage conversation

• Detect negative buzz to react immediately

• Analyse trends of client perception of the services and of the offer in general

• Benchmark with competitors

• Reduce time of internal work

Definition of objectives and achievements expected

Reputation Management & Marketing Intelligence

Validation of the scope of the project

Huge work with Air France team to have a better understanding of:

• their media and digital environment

• their services and offers

• the specific language of aviation sector

Reputation Management & Marketing Intelligence

Definition of the Monitoring plan and Analytical grid

STEP n°1Information / Reservation

STEP n°2 Check-in

STEP n°3Boarding

STEP n°4Flight STEP n°5

Baggage collection

STEP n°6After-sales service

Define a plan that represents the real traveller experience

Not only on paper, but also with field experience via a guided tour of Charles de Gaulle Airport to really understand what passengers go through.

Reputation Management & Marketing Intelligence

Definition of the Monitoring plan and Analytical grid

Reputation Management & Marketing Intelligence

Data organised on the Client Platform

Reputation Management & Marketing Intelligence

Conception and Implementation of Decisional Dashboards

Reputation Management & Marketing Intelligence

Daily Newsletters

Reputation Management & Marketing Intelligence

Weekly Reports

Reputation Management & Marketing Intelligence

Ad-Hoc Studies

Reputation Management & Marketing Intelligence

Benefits and Experiences

Daily

• Corporate: Identify corporate risk and emerging topics

• Marketing: Instant feedback on new products, new adverts, etc.

• Fine-tune the communications actions on an on-going basis

• Helps to prepare counter-actions or corrective actions

• Engagement with unsatisfied clients or consumers requesting information

Weekly

• Corporate: Gives an overall snapshot of the weeks coverage

• Marketing: Benchmark with competitors

 

• Enables them to take a step back and to put things into perspective for a company having to permanently deal with hot topics and sensitive situations

• See whether it is necessary to improve the offer over time or not --> feeds marketing strategy reflection

Not only private companies that are interested…

An increasing number of Institutions too!

Social media are changing the relationship between citizens and institutions

Change from one way to two way

communication

Spread messages directly with instant

feedback

Institutions have a new powerful channel of communication to reach a wider public

Citizens talk directly to representatives and expect to be replied to

Connections between people lead to viral sharing of key information

Citizens expectations and centres of interest are within reach

Citizens are increasingly communicating with institutions

… and generate unstructured content

Citizens have a new power of influence

Social Media is Two-Way channel

Citizens want to be considered as individuals

Communication on Social Media is now a necessity

Institutions are facing new challenges

LISTEN

FIND & STRUCTURE CONTENT

UNDERSTAND, ANALYSE & USE THIS INFLUENCE

INTERACT & ENGAGE CONVERSATIONS

DEVELOP ONE-TO-ONE RELATIONSHIP

TAKE POSITIONS AND CLAIM YOUR PLACE

...and tools need to be adapted

Social Media

• Spread key messages and measure impact

• Identify new influencers outside the institutional sphere and develop relationships

• Understand citizens preoccupations by analysing conversations on EU matters

• Detect emergent topics and anticipate communication risks

• Improve communications through influential sources that are widely “shared” by citizens and opinion leaders

• Evaluate sentiment towards the Institution representatives, actions and initiatives

• Keep up to date with key players digital communication and influence

Main uses for Public Institutions

Social Pulse of Citizen Voice

Example of

Previously monitoring and analysis of more traditional media….

• Monitoring of print and online media in 27 Member States

• Focus on Issues linked to the Digital Agenda and EC communication actions in particular

• Daily Synthesis of coverage, top topics in the news, presence of Commission representatives

• Weekly analysis: Which countries published the most ? Where is the weakest coverage ? How effective were communication actions during the week (IP, MEMO, SPEECH).

• Zoom on specific actions – Which messages were the most successful? Which were not picked up?

Social Pulse of Citizen Voice

… but now fully aware of the importance of social media and want to use potential

Integration of SOCIALPULSE Module

• Weekly reports on impact of EC topics in Social Media

• New indicators, including Sentiment Index and Social Reach of communication actions

• Detection of new form of impact: some topics were not well picked up by traditional media, but well picked up by social media

• Identification of key influencers

• Detection of Top viral issues

• Don’t focus just on technology but on how results will lead to concrete actions

• Find the way to combine all types of media that may impact or reflect the opinions of your target audience

• Give preference to flexible solutions that may evolve over time with your company

• Implement a system that meets the needs of your internal clients: core team, top management and end -users

Conclusion

Thanks for your attention!

Ana AthaydeCEO

E anaathayde@spotter.comT + 33(0)4 67 68 61 72

Richard WeetmanDirecteur of Client Relations

E rweetman@spotter.comT + 33(0)4 67 68 61 74