Beyond data collection, sentiment analysis for crowds and stakeholders
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Presentation given by Christophe Ginisty on July 9th 2014 at the EACD workshop on evaluation, the day prior to the annual European Communication Summit
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Beyond data collection, sentiment analysis for crowds and stakeholders
- 1. © Christophe Ginisty 2014! Beyond data collection, sentiment analysis for crowds and stakeholders Christophe Ginisty July 9th, 2014 EACD - Brussels @cginisty
- 2. © 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
- 3. © Christophe Ginisty 2014! HOW PR HAS CHANGED over the last 30 years?
- 4. © Christophe Ginisty 2014! 1984! “Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
- 5. © Christophe Ginisty 2014! 2010! “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
- 6. © Christophe Ginisty 2014! INFORMATION conversation relationship
- 7. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?!
- 8. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?! How the conversation will lead to a relationship?!
- 9. © Christophe Ginisty 2014! How to mesure the way to mutually beneficial relationship?
- 10. © Christophe Ginisty 2014! EMOTIONS ARE THE ENGINE OF INFLUENCE COMMUNICATIONS AT THE DIGITAL AGE
- 11. © Christophe Ginisty 2014! What are the 3 basic activities on social networks?
- 12. © Christophe Ginisty 2014!
- 13. © Christophe Ginisty 2014!
- 14. © Christophe Ginisty 2014!
- 15. © 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
- 16. © Christophe Ginisty 2014!
- 17. © Christophe Ginisty 2014!
- 18. © Christophe Ginisty 2014! WHAT communications directors MUST LEARN FROM THAT?
- 19. © 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
- 20. © Christophe Ginisty 2014! EMOTIONS HAVE BECOME THE VEHICULE Create a set of content that will inspire emotions from your stakeholders: social media ignition
- 21. © 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
- 22. © Christophe Ginisty 2014! Social media adoption Crowd participation Private information Sentiment intensity TRADITIONAL MEDIA Social media
- 23. © Christophe Ginisty 2014! listening monitoring&! 3 key indicators for sentiment analysis
- 24. © Christophe Ginisty 2014! Listening and monitoring Likes Comments Shares Likes Comments Shares INSPIRED BY THE ORGANIZATION spontaneous
- 25. © 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
- 26. © Christophe Ginisty 2014! Emotional words Extract expressions that illustrate an emotion (positive or negative) and follow the evolutions
- 27. © Christophe Ginisty 2014! Correspondence analysis Leader, visionary, creative, upscale, affordable, competitive, transparent visionary, creative, made inchina, expensive,competitive, do not treatemployees well
- 28. © Christophe Ginisty 2014! Correspondence analysis Leader, visionary, creative, upscale, affordable, competitive, transparent visionary, creative, made inchina, expensive,competitive, do not treatemployees well COMPETITION
- 29. © Christophe Ginisty 2014!
- 30. © Christophe Ginisty 2014! The GOAL of SENTIMENT ANALYSIS IS TO TRANSFORM one ORGANIZATION INTO A “community driven organization”
- 31. © Christophe Ginisty 2014! COMMUNITY DRIVEN ORGANIZATIONS Trust
- 32. © Christophe Ginisty 2014! Merci ;-)