LIVING Communities: Discover Relationships, Craft Messages & Connect

Transcription

1 LIVING Communities: Discover Relationships, Craft Messages & Connect LT-Accelerate. Brussels November

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 PROFESSIONALS 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. MEXICO CITY BOSTON MIAMI MADRID BARCELONA PANAMA CITY BOGOTA LIMA

4 OUR GREATEST CREDENTIALS +800 CLIENTS 26 IBEX35 COMPANIES

5 LIVING COMMUNITIES

6 WHY LIVING COMMUNITIES? From top-to-bottom flow of information to complex, multiway communication ecosystem Digital Communities are organized around recurrent conversations on similar interests and habits Capitalize the social component of social media 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

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

8 How do we do it? Ecosystem analysis SOCIAL LISTENING DATABASE CREATION IDENTIFICATION ANALYSIS RECOMMENDATION 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

9 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. ANALYZE THEIR RELATIONSHIPS Reference: Those where recognition is given to another author for the value of the information provided (mentions, links to other sites, etc.)

10 Keys Por to que theatribuir process roles Categorizea los autores roles del ecosistema? Initiator: Start conversations with their own contents, first position in propagation chains INITIATOR PROPAGATOR Propagator: Many publications, many followers (potential prescribers, heavy users) Potential Defender: Many followers and/or many mentions (VIP, celebrities, journalists), great viralization potential POTENTIAL DEFENDER CATEGORIZE PARTICIPANT ROLES SPECTATOR Spectator: Few publications, passive behaviour, scarce contribution to propagation

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 Node size. Number of relationships Node color: rol publications 1263 authors 13,13 publications per author 5,8 M. Potential reach 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 proximitybased

13 Zoom: BMW community Node size. Number of relationships Node color: rol 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

14 CHALLENGES AND NEXT STEPS 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 timeconsuming Cross-channel analysis: merge online and offline sources

15 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 COMMUNUTY 2 COMMUNITY 3 COMMUNITY 1 We have developed proprietary algorithms that allow us to identify the most productive relationships based on Trust and Complicity

16 THANKS Inés Campanella

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