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?

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5G

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› Internal acceptance is still largely

based on numbers, i.e. are we

performing

› Eases the cultural transformation –

metric skeuomorphism

Measurements still matter

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› 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

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› Working with tagging within

the brand queries

How is the topic defined?

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What’s up with 5g and ericsson?

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5G

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› Capture as much as possible

› Understanding how the discussion is

beyond Ericsson

What do we want from the topic?

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Finding relevant companies and topics

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Massive mimo

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Topical trends

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5GInfluencer

interest

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› 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

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5GInfluencer

interest

Influencing

the influencer

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Technology People

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