How to use social media to fine tune your communication plan

Pierre-Paul Fares 13/11/2014

Data News Business Forum

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Agenda 1. A brief history of communication during last 30

years

2. The relationship between Local Authorities and

Citizens

3. The dimensions of a Communication Plan

4. The current process for a Communication

5. The Scope of the exercice

6. Using Social Media Analytics

7. Conclusion

8. Q&A

The current questions for the organizations/Authorities

How to guarantee you reach the intended target audience?

How to guarantee your message is well perceived?

Are you listening the people?

How to improve your communicaion?

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3

2

1

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Scope of Exercise A brief history of communication during 30 last years

1/01/1985

31/12/2014

1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

1985 - 1994

NewspapersTelevision

Radio

4/02/2004Facebook

1/03/2006Twitter

1/02/1993

First browser

1/05/1993First newspaper

e-version

Historical Channel of communications

Newspapers online

Social Media content

Volu

me

Time

5

The relationship between Local Authorities and citizens

6

The dimensions of a Communication Plan

Short term:

• Event planned (shows, fairs, sport games, …)

• Event unplanned (accidents, Police intervention, …)

Mid term and long term

• Change in mobility

• Long time event (ex: Mons 2015)

• Foreseen situation that can occur

Rational

Emotional

Release the first Message

•First publication

Measure the reactions of citizens

•Define the Communication channel

Analyze them to identifyi improvements

•View reports and analysis

Take actions

•visibility

Fine tune your message

•Release a new version, more accurate

The current process for a Local Authorities communication

The Questions

Vo

lum

e

Time How to fetch the citizens’ comments?

What do citizens

think about a public event?

How to Reconciliate / create dialogue

between citizens and the politicians?

How politicians can know what the citizens think?

The Answer

The Framework Social Media Impact

Social Media Relationships Social Media Discovery

Social Media Segmentation

Segment

Relate Discover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?

ARE WE REACHING THE INTENDED AUDIENCES &

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,

BEHAVIOR & SENTIMENT?

• Share of Voice

• Reach • Sentiment

• Geographics, Demographics • Influencers, Recommenders,

Detractors • Attendees, Prospective

attendees

• Affinity • Association • Cause

• Topics • Participants • Sentiment

Scope of Exercise

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 take 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.

Scope of exercice

Release the first

Message

Identify some

concepts and

hotwords

Fetch a first Query Data set

Apply some filters

Analyze the resulting data set

•View Reports and Analysis

Apply to program

• Decision Management

• Campaign Management

• Targeted messaging

Improve your model

•Modify

•Enhance

The process flow overview for a Local Authorities communication

The Social Media Segmentation Social Media Impact

Social Media Relationships Social Media Discovery

Social Media Segmentation

Segment

Relate Discover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?

ARE WE REACHING THE INTENDED AUDIENCES &

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,

BEHAVIOR & SENTIMENT?

• Share of Voice

• Reach • Sentiment

• Geographics, Demographics • Influencers, Recommenders,

Detractors • Attendees, Prospective

attendees

• Affinity • Association • Cause

• Topics • Participants • Sentiment

IBM Confidential

Reporting Interface: Segmentation – Gender Reporting Interface: Segmentation – Gender

Reporting Interface: Segmentation – Geography

The affinity and behavior

The Social Media Relationships Social Media Impact

Social Media Relationships Social Media Discovery

Social Media Segmentation

Segment

Relate Discover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?

ARE WE REACHING THE INTENDED AUDIENCES &

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,

BEHAVIOR & SENTIMENT?

• Share of Voice

• Reach • Sentiment

• Geographics, Demographics • Influencers, Recommenders,

Detractors • Attendees, Prospective

attendees

• Affinity • Association • Cause

• Topics • Participants • Sentiment

The affinity and behavior

IBM Confidential

Reporting Interface: the top 10

Drill Down

IBM Confidential

Reporting Interface: the Snippets

The Segmentation Social Media Impact

Social Media Relationships Social Media Discovery

Social Media Segmentation

Segment

Relate Discover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?

ARE WE REACHING THE INTENDED AUDIENCES &

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,

BEHAVIOR & SENTIMENT?

• Share of Voice

• Reach • Sentiment

• Geographics, Demographics • Influencers, Recommenders,

Detractors • Attendees, Prospective

attendees

• Affinity • Association • Cause

• Topics • Participants • Sentiment

Evolving topics

Evolving topics #2

Sentiment & Drill down

The Segmentation Social Media Impact

Social Media Relationships Social Media Discovery

Social Media Segmentation

Segment

Relate Discover

Assess

ARE WE MAKING THE RIGHT INVESTMENTS IN TARGETS & CAMPAIGNS?

ARE WE REACHING THE INTENDED AUDIENCES &

ARE WE LISTENING?

WHAT NEW IDEAS CAN WE DISCOVER?

WHAT IS DRIVING SOCIAL MEDIA ACTIVITY,

BEHAVIOR & SENTIMENT?

• Share of Voice

• Reach • Sentiment

• Geographics, Demographics • Influencers, Recommenders,

Detractors • Attendees, Prospective

attendees

• Affinity • Association • Cause

• Topics • Participants • Sentiment

Reporting Interface: Sentiments over time

Reporting Interface: Social Media Impact – Share of Voice

Share of Voice

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By Using a Social Media Analytics tool, the local authorities can be closer to citizens, better understand their voice, take the right actions, get confidence by reducing the gap between citizens and politicians

Conclusion

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Pierre-Paul Fares

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