Telecom Italia s Reputation Monitoring Room
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1 TELECOM ITALIA GROUP Digital Communication Awards Berlin September 14 th 2012 Telecom Italia s Reputation Monitoring Room Massimiliano Spaziani Brunella
2 How can online perception influence brand image? In 2009 we discovered that Telecom Italia s reputation, as regards the online brand experience, was better than the offline perception. In order to transform online perception of the brand in a better offline brand image: We enhanced the research area We increased our online presence We activated the Reputation Monitoring Room 2
3 What to do? How can we evaluate our online investments? How can we measure the impact of our online initiatives on brand reputation? How can we transform online conversation monitoring into an engagement strategy? 3
4 What is the Reputation Monitoring Room?
5 Concept and objectives The Reputation Monitoring Room active since June 2011 is a real time monitoring facility, focused both on quantitative and qualitative analytics Its main purpose is to analyze online conversations, trying to conjugate them with offline surveys and researches, in order to understand the impact of online conversations on brand reputation and how communication and marketing strategies can be reshaped by these analyses 5
6 What do we do and how?
7 Our Web and socialverse About 10 websites, 10 Facebook pages with more than 2 million fans, 5 Twitter accounts with almost 1 million followers, a strong presence on G+, Pinterest and Instagram We listen to and analyze more than conversations per month 7
8 What we do? A recursive process INPUT TOOLS OUTPUT Sources Data Collection Storage & Analysis Alerting & Reporting OUTPUT TI Properties Blogs Forums SNs KPIs Software Research REPORTS REALTIME ALERTING Performance of TI and competitors Specific initiatives/campaigns Benchmark & Market research Crisis management Activate action plans to reduce response time Press office Community managers INTEGRATED ANALYSIS MODEL Community News websites Evaluate economic investments and communication strategies before, during and after events Improve our activities on-the-go and reallocate investments as needed Conjugate online and offline analyses in a unique analysis framework 8
9 Dimensions These are the analysis dimensions we use to catalogue and measure the contents produced around a specific event or initiative: OWNERSHIP Properties Advertising Partners Spontaneous conversations CHANNELS Web Forum Blog Social Networks (Facebook, Twitter, YouTube, Google+, Photos) KPIs Reach Streaming (live, Video On Demand) Engagement Sentiment, quality Loyalty Virality 9
10 Who are we?
11 A multidisciplinary problem-solving approach 11
12 What s next?
13 Enhance and export our experience C L U S T E R People Topics Brand Influencers, connectors Themes Fan, rejectors, interested Unique indicators Engagement type Develop a model aimed to conjugate offline surveys and online monitoring by using uniform KPIs Improve our Social Network Analysis models, with the objective of representing evolving social network, identifying swarm-like communities and understanding their behavior for predictive purposes 13
14 Process innovation Model integration Tool Flexibility 14
15 THANK YOU! Web: Massimiliano Spaziani Brunella
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