0
© Christophe Ginisty 2014!
Beyond data
collection, sentiment
analysis for crowds
and stakeholders
Christophe Ginisty
July ...
© Christophe Ginisty 2014!
About me…
•  Digital Strategist and reputation specialist
•  Creator and organizer of the
Reput...
© Christophe Ginisty 2014!
HOW PR HAS CHANGED over
the last 30 years?
© Christophe Ginisty 2014!
1984!
“Public relations is the
practice of managing
the spread of
information between an
indivi...
© Christophe Ginisty 2014!
2010!
“Public relations is a
strategic communication
process that builds
mutually beneficial
rel...
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
© Christophe Ginisty 2014!
INFORMATION
conversation
relationship
Why will people want
to enter into the
conversation?!
How...
© Christophe Ginisty 2014!
How to mesure
the way to
mutually
beneficial
relationship?
© Christophe Ginisty 2014!
EMOTIONS ARE THE
ENGINE OF
INFLUENCE
COMMUNICATIONS AT
THE DIGITAL AGE
© Christophe Ginisty 2014!
What are the 3 basic activities
on social networks?
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
Like is an emotion in itself
Commenting is often inspired
by an emotional link to the
topic
Peo...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
WHAT communications directors
MUST LEARN FROM THAT?
© Christophe Ginisty 2014!
COMMUNICATING IS NOT ENOUGH
A winning communications
strategy is not only about
making the voic...
© Christophe Ginisty 2014!
EMOTIONS HAVE BECOME THE VEHICULE
Create a set of content that
will inspire emotions from
your ...
© Christophe Ginisty 2014!
CROWDS HAVE BECOME A MEDIA
Listen, monitor and be ready
to interact directly with the
stakehold...
© Christophe Ginisty 2014!
Social media adoption
Crowd
participation
Private
information
Sentiment
intensity
TRADITIONAL M...
© Christophe Ginisty 2014!
listening
monitoring&! 3 key indicators for
sentiment analysis
© Christophe Ginisty 2014!
Listening and monitoring
Likes	
  
Comments	
  
Shares	
   Likes	
  
Comments	
  
Shares	
  
IN...
© Christophe Ginisty 2014!
Emotional
intensity
Emotional
intensity
Emotional
intensity
trendS MORE THAN DATa
A sudden pick...
© Christophe Ginisty 2014!
Emotional words
Extract expressions that
illustrate an emotion (positive
or negative) and follo...
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transpar...
© Christophe Ginisty 2014!
Correspondence analysis
Leader, visionary, creative,
upscale, affordable,
competitive, transpar...
© Christophe Ginisty 2014!
© Christophe Ginisty 2014!
The GOAL of SENTIMENT ANALYSIS IS TO
TRANSFORM one ORGANIZATION INTO A
“community driven organi...
© Christophe Ginisty 2014!
COMMUNITY DRIVEN ORGANIZATIONS
Trust
© Christophe Ginisty 2014!
Merci ;-)
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Beyond data collection, sentiment analysis for crowds and stakeholders

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Presentation given by Christophe Ginisty on July 9th 2014 at the EACD workshop on evaluation, the day prior to the annual European Communication Summit

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Transcript of "Beyond data collection, sentiment analysis for crowds and stakeholders"

  1. 1. © Christophe Ginisty 2014! Beyond data collection, sentiment analysis for crowds and stakeholders Christophe Ginisty July 9th, 2014 EACD - Brussels @cginisty
  2. 2. © Christophe Ginisty 2014! About me… •  Digital Strategist and reputation specialist •  Creator and organizer of the ReputationWar Conference •  2013 President of the International Public Relations Association (IPRA) •  Ex EMEA Digital Evangelist @ Edelman •  Visiting professor of Digital Influence Strategy and Public Relations •  Published Author and blogger since 2004
  3. 3. © Christophe Ginisty 2014! HOW PR HAS CHANGED over the last 30 years?
  4. 4. © Christophe Ginisty 2014! 1984! “Public relations is the practice of managing the spread of information between an individual (or an organization) and the public”
  5. 5. © Christophe Ginisty 2014! 2010! “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”
  6. 6. © Christophe Ginisty 2014! INFORMATION conversation relationship
  7. 7. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?!
  8. 8. © Christophe Ginisty 2014! INFORMATION conversation relationship Why will people want to enter into the conversation?! How the conversation will lead to a relationship?!
  9. 9. © Christophe Ginisty 2014! How to mesure the way to mutually beneficial relationship?
  10. 10. © Christophe Ginisty 2014! EMOTIONS ARE THE ENGINE OF INFLUENCE COMMUNICATIONS AT THE DIGITAL AGE
  11. 11. © Christophe Ginisty 2014! What are the 3 basic activities on social networks?
  12. 12. © Christophe Ginisty 2014!
  13. 13. © Christophe Ginisty 2014!
  14. 14. © Christophe Ginisty 2014!
  15. 15. © Christophe Ginisty 2014! Like is an emotion in itself Commenting is often inspired by an emotional link to the topic People will share content that moves them
  16. 16. © Christophe Ginisty 2014!
  17. 17. © Christophe Ginisty 2014!
  18. 18. © Christophe Ginisty 2014! WHAT communications directors MUST LEARN FROM THAT?
  19. 19. © Christophe Ginisty 2014! COMMUNICATING IS NOT ENOUGH A winning communications strategy is not only about making the voice of the organization heard: it is about inspiring a relationship
  20. 20. © Christophe Ginisty 2014! EMOTIONS HAVE BECOME THE VEHICULE Create a set of content that will inspire emotions from your stakeholders: social media ignition
  21. 21. © Christophe Ginisty 2014! CROWDS HAVE BECOME A MEDIA Listen, monitor and be ready to interact directly with the stakeholders: be part of it and switch to the conversational mode
  22. 22. © Christophe Ginisty 2014! Social media adoption Crowd participation Private information Sentiment intensity TRADITIONAL MEDIA Social media
  23. 23. © Christophe Ginisty 2014! listening monitoring&! 3 key indicators for sentiment analysis
  24. 24. © Christophe Ginisty 2014! Listening and monitoring Likes   Comments   Shares   Likes   Comments   Shares   INSPIRED BY THE ORGANIZATION spontaneous
  25. 25. © Christophe Ginisty 2014! Emotional intensity Emotional intensity Emotional intensity trendS MORE THAN DATa A sudden pick A sudden fall The starting point of a significant growth Track what’s unusual: when emotions will be amplified
  26. 26. © Christophe Ginisty 2014! Emotional words Extract expressions that illustrate an emotion (positive or negative) and follow the evolutions
  27. 27. © Christophe Ginisty 2014! Correspondence analysis Leader, visionary, creative, upscale, affordable, competitive, transparent visionary, creative, made inchina, expensive,competitive, do not treatemployees well
  28. 28. © Christophe Ginisty 2014! Correspondence analysis Leader, visionary, creative, upscale, affordable, competitive, transparent visionary, creative, made inchina, expensive,competitive, do not treatemployees well COMPETITION
  29. 29. © Christophe Ginisty 2014!
  30. 30. © Christophe Ginisty 2014! The GOAL of SENTIMENT ANALYSIS IS TO TRANSFORM one ORGANIZATION INTO A “community driven organization”
  31. 31. © Christophe Ginisty 2014! COMMUNITY DRIVEN ORGANIZATIONS Trust
  32. 32. © Christophe Ginisty 2014! Merci ;-)
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