Esta presentación aborda los siguientes temas: - La participación de ciudadanos y consumidores en conversaciones y comunidades digitales de su interés. - La importancia de disponer de tecnologías adecuadas para la escucha social permanente de las conversaciones y la detección de estas comunidades - El papel de la tecnología y el Data Science, para analizar el contenido más atractivo para el usuario y hacer que las marcas conecten con él y mejoren el ROI de sus acciones acertando más sus propuestas.

1. LIVING Communities:
Discover Relationships,
Craft Messages &
Connect
acceso.com
@acceso
LT-Accelerate. Brussels
November 23-24.

2. We listen to
and analyze
the voice of the
media
and consumers
to generate insights
and Marketing and
Communication
strategies.

3. A NEW PERSPECTIVE
Focused on the transformative capability of
consumer intelligence and brands.
We are part of the group ISP Digital, a global
organization which develops solutions based
on technology and Data Science at the
intersection of Paid, Owned and Earned
Media.
MIAMI
MADRID
BARCELONA
PANAMA CITY
LIMA
BOGOTA
MEXICO CITY
+300PROFESSIONALS
BOSTON

4. OUR GREATEST
CREDENTIALS
+800
CLIENTS
26IBEX35 COMPANIES

5. LIVING COMMUNITIES

6. WHY LIVING COMMUNITIES?
• From top-to-bottom flow of information to complex, multi-
way communication ecosystem
• Digital Communities are organized around recurrent
conversations on similar interests and habits
• Veritable gold mine of information
• However, not all relationships and members are the same
• We must distinguish those members who hold the greatest
authority and the most fruitful relationships based in trust
• Audience size is not equal to influence: content, dynamic
reaction and interaction
“Capitalize the social
component of social
media”
#LTA15

7. • Conocer cómo se estructura la conversación sobre una marca o un
concepto, localizar a los distintos públicos y sus patrones de influencia
real.
• Definir las claves de la estrategia de PR y MK a seguir con cada uno,
optimizando tus mensajes, para adecuarlo a las comunidades vivas en
torno a tu marca.
• Identificar a los principales influencers de los distintos públicos, su
alcance y su grado de prescripción, y fortalecer las relaciones con
influencers no fidelizados
Living Communities
What is it?
What’s the
use of a Living
Communities
analysis?
• Discover the structure of conversations about a brand or a concept,
locate and segment our different audiences and their patterns of actual
influence
• Identify key influencers and its reach, engage with our audience,
leverage ambassadors and monitor detractors
• Define ad-hoc key marketing and PR strategies, optimize corporate
messages, take better-informed decisions
In-house technological solution that enables us to identify
communities and influencers through algorithms to calculate
patterns of influence and propagation
#LTA15

8. How do we do it? Ecosystem analysis
Ongoing social
media and online
media buzz
monitoring
Creation of
database: authors
and publications
Assign roles to
participants in the
conversation,
unveil influence
patterns
Analysis of main
communities and
influencers
Insights to improve
marketing and
communication
strategies
1 2 3 4 5
SOCIAL LISTENING DATABASE CREATION ANALYSISIDENTIFICATION RECOMMENDATION
#LTA15

9. ANALYZE THEIR
RELATIONSHIPS
-
Keys to the process – Analyze relationships
Three main types of relationships:
Copy: Those interactions who hold enough
similarities to infer that there is an intention to
copy all or part of the content by the original
author
Reply: Those linked to a conversation with
messages and responses around a previous
dialogue.
Reference: Those where recognition is given to
another author for the value of the information
provided (mentions, links to other sites, etc.)
#LTA15

10. ¿Por que atribuir roles a los autores del ecosistema?
PROPAGATORINITIATOR
SPECTATORPOTENTIAL DEFENDER
CATEGORIZE PARTICIPANT
ROLES
Keys to the process – Categorize roles
Initiator: Start conversations with their own
contents, first position in propagation chains
Propagator: Many publications, many
followers (potential prescribers, heavy
users)
Potential Defender: Many followers and/or
many mentions (VIP, celebrities, journalists),
great viralization potential
Spectator: Few publications, passive
behaviour, scarce contribution to
propagation
#LTA15

11. Living Communities in action
…
“Volkswagen” & “BMW” cases
…
Source: Twitter, Blogs, Online media, Forum
Location: Spain
Date: 1/04/-15 30/06/15
Number of interactions: > 3

12. Zoom: “Volkswagen” community
16.585 publications
1263 authors
13,13 publications per author
5,8 M. Potential reach
Node size. Number of relationships
Node color: rol
Central nodes are Brand twitter official
channels
Around them we detect general mass
media and media specialized in
automotive news
No relationship with other brands from
VW Group
VW strategy: country level and proximity-
based
#LTA15

13. Zoom: “BMW” community
28.495 publications
1467 authors
19,42 publications per author
30,1 M. Potential reach
Larger community, bigger number of
established relationships
Strong interaction with Brand official Twitter
worldwide channels
Persistent relationship with specialized media
(e.g., Autobild) & sportive events official social
media profiles
BMW strategy: based in content propagation
within cross-country level
Node size. Number of relationships
Node color: rol
#LTA15

14. • Incorporate lurkers and observers
behaviour
• Integrate endorsement metrics
• Raw material quality: accurate topic
detection and sentiment analysis
• Intensive human intervention to process
and analyze information
• Large datasets are better…but more time-
consuming
• Cross-channel analysis: merge online and
offline sources
CHALLENGES AND NEXT STEPS
#LTA15

15. “We have developed
proprietary algorithms that
allow us to identify the
most productive
relationships based on
Trust and Complicity”
SUMMARY
Helping our clients to
effectively connect
with consumers and
stakeholders, by
designing maps of
influencers based on
the role each
member plays in the
community, through
interdisciplinary
approach
COMMUNITY 1
COMMUNUTY 2
COMMUNITY 3
#LTA15

16. THANKS
Inés Campanella
icampanella@acceso.com
acceso.com
@acceso

17. BARCELONA · BOGOTÁ · BOSTON · CIUDAD DE PANAMÁ · LIMA · MADRID · MÉXICO D.F. · MIAMI
@acceso