Beyond data collection, sentiment analysis for crowds and stakeholders

© 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 ;-)