Hkd2 london issue breakout_paolo guadagni_h&k

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Hkd2 london issue breakout_paolo guadagni_h&k

  1. 1. Issue Tracking & Analysis
  2. 2. ISSUE TRACKING & ANALYSISDOES YOUR COMPANY NEEDTO DO MORE THAN SIMPLE WEBMONITORING?
  3. 3. MONITOR EVERYTHING?
  4. 4. Are all people conversation meaningful? p p g
  5. 5. WHAT CAN WEMONITOR/ANALYSEAND WHY
  6. 6. Twitter, Facebook, YouTube WikipediaE-commerce sites Blogs News Sites Forums Newsgro ups
  7. 7. WHY DO WE MONITOR ANDANALYSE? Crisis Prevention/Fast Crisis Management Customer Relationship Product issues/TechSupport Issue Tracking Internet PR Competition Monitor Insights and discovery Slow w No analysis Deep Analysis
  8. 8. EXERCIZE
  9. 9. AT WHICH STAGE DOES YOURCOMPANY STAND?
  10. 10. END OF EXERCIZE
  11. 11. IT IS NOT ABOUTTOOLS,TOOLS ITS ABOUTPROCESSES
  12. 12. THE 5 BASIC STEPS IN ANALYSIS
  13. 13. 1 RETRIVAL• Identification of most relevant sources• Definition of import keywords together with the clients g and key topics to track, brands, products, issues competitors and so on• What you want do find?• In each languages from which country ?• Are you interested to everything or “influencers”• Are you keywords searchable? And in which languages ?
  14. 14. 2 DISTRIBUTION• Key information delivery• H quickly I need to receive the iinformation? How i kl d i h f i ?• In which format?• Who should receive them?• Which devices ?
  15. 15. 3 EVALUATION• The evaluation process is important to correctly identify topics discussed, evaluate the sentiment, rise flags on important issues.• Automatic evaluation made by software does not provide an acceptable level of quality.• How do I evaluate ?• Which is the taxonomy I wan to use ?• Is about products? Competitions? Corporate Issues? Everything ?
  16. 16. 4 REPORTING• A weekly or monthly report, done by analysts provide useful information• How do I organize the reporting?• How often?• How should I communicate it in the company?
  17. 17. 5 ACTION !• Analysis must be integrated in a social media plan• Define procedure for engagement• Who in the organization should answer?• How do we select the users comments that deserve an answer ?• Is there an approval process?
  18. 18. THE INTERNATIONALCOVERAGE
  19. 19. LOCAL MULTICOUNTRY GLOBAL
  20. 20. USA English Speaking countries Other countries

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