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


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


HOW PR HAS CHANGED over the last 30 years?


1984!

“Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”


2010!

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”


INFORMATION conversation

relationship



relationship

Why will people want

to enter into the

conversation?!



relationship

Why will people want

to enter into the

conversation?!

How the conversation will lead to a relationship?!


How to mesure

the way to mutually beneficial relationship?


EMOTIONS ARE THE ENGINE OF INFLUENCE COMMUNICATIONS AT THE DIGITAL AGE


What are the 3 basic activities on social networks?





Like is an emotion in itself

Commenting is often inspired

by an emotional link to the

topic

People will share content that

moves them




WHAT communications directors

MUST LEARN FROM THAT?


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


EMOTIONS HAVE BECOME THE VEHICULE

Create a set of content that will inspire emotions from your stakeholders: social media ignition


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


Social media adoption

Crowd participation

Private information

Sentiment intensity

TRADITIONAL MEDIA Social media


listening monitoring &!

3 key indicators for sentiment analysis


Listening and monitoring

Likes

Comments

Shares Likes

Comments

Shares

INSPIRED BY THE ORGANIZATION spontaneous


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


Emotional words

Extract expressions that illustrate an emotion (positive or negative) and follow the evolutions


Correspondence analysis

Leader, visionary, creative,

upscale, affordable,

competitive, transparent

visionary, creative, made in china, expensive, competitive, do not treat employees well


Correspondence analysis

Leader, visionary, creative,

upscale, affordable,

competitive, transparent

visionary, creative, made in china, expensive, competitive, do not treat employees well

COMPETITION



The GOAL of SENTIMENT ANALYSIS IS TO

TRANSFORM one ORGANIZATION INTO A

“community driven organization”


COMMUNITY DRIVEN ORGANIZATIONS

Trust


Merci ;-)

Presentations & Public Speaking

Beyond data collection, sentiment analysis for crowds and stakeholders