big data and social monitoring: building meaningful relationships

26
TELECOM ITALIA GROUP Digital Marketing & Media Summit Hamburg, September 26 th 2012 Big Data and Social Monitoring: Building Meaningful Relationships Emanuela Zaccone Corporate Communication

Upload: emanuela-zaccone-phd

Post on 30-Nov-2014

2.969 views

Category:

Documents


0 download

DESCRIPTION

What does "big data" mean? Which is the importance of a data scientist in a company, and how this role can be strategic, in order to identify and to build new marketing and communication strategies? Social Media Monitoring must be at the core of an effective circular and never ending process: thanks to it, it is possible to know not just what people is saying about our company but also how they interact and how these conversations can be transformed in strategy. So, it is important to give feedback to the operations and business area, as well as to other units which can be interested by the monitoring. It is fundamental then that the data scientist - who has at least skills both in statistic and in marketing area - be able to apply classic quantitative analytics (engagement, reach, etc.) and qualitative ones: in this sense the social network analysis can play an interesting role in (re)defining the position of the brand and its relationship with its followers online. KEYNOTE AT DIGITAL MARKETING & MEDIA SUMMIT, Hamburg October 24th - 26th 2012

TRANSCRIPT

Page 1: Big Data and Social Monitoring: Building Meaningful Relationships

TELECOM ITALIA GROUP Digital Marketing & Media Summit Hamburg, September 26th 2012

Big Data and Social Monitoring: Building Meaningful Relationships

Emanuela Zaccone Corporate Communication

Page 2: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

The three waves of social consciousness ► Just recently we have begun to accept that the idea of being present on

social media, investing in them and setting up campaigns and activities, does not just mean generating leads or improving brand awareness, but also offers the chance to redefine brand strategy and reputation

Corporate Communication 2

Page 3: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

Third wave: monitoring as enabler ► Social media monitoring works as an enabler:

► It is a social media strategy builder

► It is a relationship creator

► It is a brand awareness builder

Corporate Communication 3

Page 4: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

Big data challenge

► Too big, too fast, too hard

► Big algorithms, big machine learning and big understanding

Corporate Communication 4

Page 5: Big Data and Social Monitoring: Building Meaningful Relationships

Telecom Italia and the Reputation Monitoring Room

Page 6: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

Telecom Italia in figures *

32.2

6

Million mobile lines in Italy

68.9 Million mobile lines in Brasil

20.9 Million mobile lines in Argentina and Paraguay

Mobile (Italy and abroad)

14.3

7.0 Million retail broadband accesses

Fixed and Broadband (Italy)

4.1 Million fixed lines in Argentina

1.6 Million broadband accesses in Argentina

Fixed and Broadband (Abroad)

* As of June 30th, 2012

Million fixed retail access lines

Corporate Communication 6

Page 7: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

7

Digital citizenship as a strategic weapon Telecom Italia associated to its

technological role: an empowerment of its brand strategy and digital citizenship

Starting from 2008 Telecom Italia increased its investments in Web and Social, both from an operative and research point of view: It promoted netnographic research in

order to map the Italian digital landscape and modify brand positioning

It launched a new Web System design for Telecom Italia Group, evolved over years thanks to the contribution of new projects

7 Corporate Communication

Page 8: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

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

Corporate Communication 8

Page 9: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

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?

Corporate Communication 9

Page 10: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

10

The Reputation Monitoring Room

The Reputation Monitoring Room – active since June 2011 – is a real time monitoring facility, focused both on quantitative and qualitative analytics. It monitors all the online conversations related to Telecom Italia Group on property channels, blogs, forums, news websites, aggregators and Social Networks

The Reputation Monitoring Room evaluates the efficacy of our events and initiatives by comparing them also with competitors

10 Corporate Communication

Page 11: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

The reputation of the Reputation Monitoring Room

► Forrester case study, August 2012

► Digital Communication Awards 2012, Best Monitoring and Evaluation

Corporate Communication 11

Page 12: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

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 1.500 conversations per month

Corporate Communication 12

Page 13: Big Data and Social Monitoring: Building Meaningful Relationships

13

Big Data and Social Monitoring: Building Meaningful Relationships

What we do? A recursive process INPUT TOOLS OUTPUT

Sources Data Collection Storage & Analysis Alerting & Reporting

TI Properties

Blogs

Forums

SNs

Community

News websites

Software

Research

Performance of TI and competitors Specific initiatives/campaigns Benchmark & Market research

Crisis management Activate action plans to reduce

response time Press office Community managers

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

REPORTS

REALTIME ALERTING

OUTPUT

INTEGRATED ANALYSIS MODEL KPIs

Corporate Communication

Page 14: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

Our analysis model is focused on three main dimensions:

1. Ownership (who owns the property which makes communication)

2. Channels (where the communication takes place)

3. KPI (which are the most relevant metrics we want to measure)

The main purposes of our model are:

• Understand how much engagement our initiatives and events can generate on Web and Social Media and how users perceive our brand

• Measure and track our communication performance

• Measure and track communication performance of our partners

• Measure and track spontaneous conversations vs led by brand and partners communication (amplification)

• Understand the return of our adv investments in terms of impressions and engagement

• Discover who our influencers are in our activities domain

• Understand the impact of a specific event or initiative on brand’s image

• Plan and evaluate future communication actions and investments

• Measure and track competitors’ performances (growth, engagement, etc.)

OUTCOMES

GENERAL STRUCTURE

Analysis model for events and initiatives

Corporate Communication 14

Page 15: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

These are the analysis dimensions we use to catalogue and measure the contents produced around a specific event or initiative:

OWNERSHIP

CHANNELS

KPIs

• Properties

• Advertising

• Partners

• Spontaneous conversations

• Web

• Forum

• Blog

• Social Networks (Facebook, Twitter, YouTube, Google+, Pinterest, Instagram, etc.)

• Reach

• Streaming (live, Video On Demand)

• Engagement

• Sentiment, quality

• Loyalty

• Virality

Analysis dimensions

Corporate Communication 15

Page 16: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

[EXAMPLE] Dashboard for channels and KPIs: properties Web (dedicated website) FB (page) TW TOTAL

Reach 12.345

pageviews 123.456

post/tab views 456.789*

tweet views n.a.

Streaming 12.345 players loaded

(1.234 live – 56.789 VOD) 1.234 live

players loaded in tab n.a. 56.789 players loaded

Engagement 150 comments to live

streaming 580 activities /

55 posts + tab live 120 retweets /

71 tweets** n.a.

Sentiment

Positive Positive

n.a. 74,9%

24,6% 0,5%

78%

20% 2%

This dashboard – focused on properties, but identical for lead-by-partners and spontaneous conversations – is dedicated to comparable key metrics.

This kind of scheme helps us to immediately idenitfy which is the contribution given by each channel and property in promoting the initiative.

75%

24%

1%

Positive

Very Positive

Negative

76%

18% 6%

Twitter

Facebook

Web

Corporate Communication 16

Page 17: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

The impact of online conversations on the brand

0,75 0,72

0,5

0,6

0,7

0,8

0,9

1

con Pappano senza Pappano

Perception Index 19%

81%

Initiative relatedconversations

Otherconversations

With the initiative Without it

We elaborated two indexes aimed to understand how much the analyzed initiative impacted on the total number of conversations involving the brand (it is represented as a share).

Stemming from this share, we use a weighted average to calculate which is the sentiment around the analyzed initiative compared to the other conversations involving the brand and how much the first one has a positive or negative impact on general brands perception.

In the example above, the initiative related conversations represent – during the analysed time range –19% of total conversations on brand. The tabular chart shows the contribution that the initiative gives to the positive perception of brand.

We apply these indexes both to properties and to partners and spontaneous conversations.

Corporate Communication 17

Page 18: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

[EXAMPLE] Facebook: growth and performances

During the last month all the accounts constantly increased their fan bases.

The B account hits the best Relative Net Growth score.

B and C improved their talking about, which decreased for other properties.

The number of organic and viral impressions is stable for all the other properties except A, which declined during last week.

A B C D E A B C D E

A B C D E A B C D E

Corporate Communication 18

Page 19: Big Data and Social Monitoring: Building Meaningful Relationships

What’s next?

Page 20: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

20

Online and offline: who talks inside and outside digital world?

What do rejectors think?

Who are our fans? Who is uninterested?

We have an articulated set of research for on and offline channels monitoring, aimed to better understand our audience and interpret their perception of the brand and the company, through a constant strategies redesign process

Our team work involves communication area, business lines, customer satisfaction and market research

20 Corporate Communication

Page 21: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

How can we conjugate online and offline?

► Through Social Network Analysis we want to find a correspondance between users behaviour and the categories of fan, rejectors and interested for which we have historical time series coming from offline research

► These analyses can give us both strategic insights – useful for example to address our digital communication activities – and suggestions about the online perception of the brand

21 Corporate Communication

Page 22: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

Socio-demographic characteristics

At the moment we aim to correlate the results of our online analyses with socio-demographic data coming from offline research. These are the main categories that we will take into account: • Age • Gender • Location

22 Corporate Communication

Page 23: Big Data and Social Monitoring: Building Meaningful Relationships

23

Big Data and Social Monitoring: Building Meaningful Relationships

Enhance and export our experience

•Influencers, connectors People

•Themes •Fan, rejectors, interested •Unique indicators

Topics

•Engagement type Brand

CLUSTER

► We are developing a model aimed to conjugate offline surveys and online monitoring by using uniform KPIs

► We are collaborating with the Top Client business line to export our knowledge and experience to Italian large companies, and we are working with them to include RMR services in Telecom Italia’s Top Client offer

Corporate Communication

Page 24: Big Data and Social Monitoring: Building Meaningful Relationships

Big Data and Social Monitoring: Building Meaningful Relationships

24

Next steps

Research area

Model evolution

Social Network Analysis and advanced influencer analysis Cluster representation Text analysis as a competitive factor Users’ behavioural patterns analysis Collaboration with research institutes (MIT, Santa Fe Institute and others)

KPI optimization Influencers’ weight definition Integration of third party data to evaluate and weight sources

Our reporting processes are part of Telecom Italia’s digital communication strategies measurement. In the next months we are going to improve the analysis model and the monitoring tools. These are our main focuses:

Corporate Communication

Page 25: Big Data and Social Monitoring: Building Meaningful Relationships

25

Big Data and Social Monitoring: Building Meaningful Relationships

Process innovation

Model integration

Tool Flexibility

Corporate Communication

Page 26: Big Data and Social Monitoring: Building Meaningful Relationships

THANK YOU! Find me here: http://about.me/emanuela.zaccone

[email protected] http://www.linkedin.com/in/emanuelazaccone http://twitter.com/#!/Zatomas http://www.facebook.com/emanuela.zaccone https://plus.google.com/112470516981949999904/posts