social cmi - tapping into topics

Tapping into topics

Sven BergvallEricsson

Ericsson Internal | 2016-10-20 | Page 2

https://youtu.be/c0TMimgBdsU

This is ericsson

Ericsson Internal | 2016-10-20 | Page 3

› Next generation mobile technology

› Set to launch commercially in 2020

› Important to position Ericsson for relevance

What is 5g?

Ericsson Internal | 2016-10-20 | Page 4

5G

Ericsson Internal | 2016-10-20 | Page 5

› Internal acceptance is still largely

based on numbers, i.e. are we

performing

› Eases the cultural transformation –

metric skeuomorphism

Measurements still matter

Ericsson Internal | 2016-10-20 | Page 6

› Only way to avoid death-by-query

› Comparability across questions –

same data

BUT

› Risk of topping out the character limit

› No language filter (yet)

Topic based on our catch-all query

Ericsson Internal | 2016-10-20 | Page 7

› Working with tagging within

the brand queries

How is the topic defined?

Ericsson Internal | 2016-10-20 | Page 8

What’s up with 5g and ericsson?

Ericsson Internal | 2016-10-20 | Page 9

5G

Ericsson Internal | 2016-10-20 | Page 10

› Capture as much as possible

› Understanding how the discussion is

beyond Ericsson

What do we want from the topic?

Ericsson Internal | 2016-10-20 | Page 11

Finding relevant companies and topics

Ericsson Internal | 2016-10-20 | Page 12

Massive mimo

Ericsson Internal | 2016-10-20 | Page 13

Topical trends

Ericsson Internal | 2016-10-20 | Page 14

5GInfluencer

interest

Ericsson Internal | 2016-10-20 | Page 15

› Based on topical posts

– Not only Twitter

› Some sort of classification scheme

Manual labor needed for profiling (prior to audiences)

› Understanding their prime interests

key to success

› Finding ways to bridge our topical

focus with theirs

Ericsson Internal | 2016-10-20 | Page 16

5GInfluencer

interest

Influencing

the influencer

Ericsson Internal | 2016-10-20 | Page 17

Technology People

Ericsson Internal | 2016-10-20 | Page 18