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Pierre-Paul Fares, Head of Advanced Analytics Solutions

SOCIAL MEDIA

ANALYTICSHOW TO FINETUNE YOUR COMMUNICATIONS

A brief history of communication during 30 last year

Historical Channelof communications

Newspapers onlineSocial Media content

Volume

Time

A brief history of communication during 30 last year

Historical Channelof communications

Newspapers onlineSocial Media content

Volume

Time

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Keep control of image

Communicate Values

Define 2.0 communication Plans

Personalize & Contextualize

Reach business objectives

Measure & Optimize

Face the competition

THE CHALLENGES OF EXTERNAL COMMUNICATION & MARKETING

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Social Media Analytics can help…

MEASURE VISIBILITY

IMPROVE QUALITY OF IMAGEOPTIMIZE CAMPAIGNS ANTICIPATE CRISIS

MEASURE IMPACT

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How does it work?

IMP

AC

T

Are we making the right investments in targets & campaigns?

• Share of Voice• Reach• Sentiment

DIS

CO

VE

RY

What new ideas can we discover?

• Topics• Participants• Sentiment

RE

LA

TIO

NS

HIP

S

What is driving social media activity, behavior & sentiment?

• Affinity• Association• Cause

SE

GM

EN

TA

TIO

N

Are we reaching the intended audiences & are we listening?

• Geographics, Demographics• Influencers, Recommenders,

Detractors• Attendees, Prospective

attendees

The Framework

SEGMENT

RELATEDISCOVER

ASSESS

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Offering and Resources

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SMA as part of our (future) Big Data Platform

What we offer

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What we offer

IMPLEMENTATION PROJECTS OR ON DEMAND STUDIES

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Our ressources

BUSINESS SCENARIO MODELERS DATA SCIENTISTS

• Identify the Business case and the Business Value with the Business

• Identify the Analytics Package that must be deployed

• Find out correlations within the Data

• Build Data Driven Model• Create Algorithms• Deploy the Analytics Package

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Cases

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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 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.

Wallonia

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The Social Media Relationship: top 10

Drill Down

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The Social Media Discovery:Evolving Topics Results

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Mons 2015

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Mons 2015

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Mons 2015

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M & S

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M & S

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Conclusions

By using a Social Media Analytics tool, you can be closer to your citizens and customers, better understand their voice, take the right actions and optimize your business value.

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Pierre-Paul Fares, Head of Advanced Analytics Solutions

THANK YOU