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Trains, Politics and Emotions (Preriit Souda, PSA Consultants Ltd)

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Presentation by Preriit Souda, PSA Consultants Ltd, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

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Trains, Politics and Emotions (Preriit Souda, PSA Consultants Ltd)

  1. 1. Trains, Politics and Emotions CX Emotion 2019 Preriit Souda Director, PSA Consultants Ltd, London, UK @preriit2131, @psaconsultants
  2. 2. @preriit2131 preriitsouda.com 2 Data science in communications Learning from the past events for guided in-the- moment communications Superimposition of semiotics on digital media 1. 2. How an organization can strategize it’s in-the-moment communication strategy for unpredictable and frequently occurring reputation hampering events Semiotic map on British Politics superimposed on digital media which is then being analysed for its impact on popularity polls
  3. 3. @preriit2131 preriitsouda.com 3 Transport organization facing commuter uproar for delays Objective: Understand commuter reaction and create actionable strategies for real time communications PROBLEM? Learning from the past events
  4. 4. @preriit2131 preriitsouda.com 4 Data:We used a variety of data sources to analyze the effect Social and digital data Survey metrics Delay logs (operational database) Call center transcripts
  5. 5. @preriit2131 preriitsouda.com 5 Setting the scope right 0 500 1000 1500 2000 2500 3000 3500 4000 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 200000 0 5 10 15 20 25 30
  6. 6. @preriit2131 preriitsouda.com 6 Categorize different kind of events, simulate situations and then create reactionary or precautionary strategies (for operational and communication aspects) Incident type 1 Incident type 2 Incident type 3 Incident type 4
  7. 7. @preriit2131 preriitsouda.com 7 Proactive strategies in accordance with time of delays and time to inform, tone of messaging and ways to handling domino effects Visual and certain aspects of takeaways have been changed for client confidentiality 0 100 200 300 400 500 600 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm Early signs Of problem eruption Problem build up Mass Uproar: Suggested strategy C Media by line Suggested Strategy R Suggested Strategy Q
  8. 8. @preriit2131 preriitsouda.com 8 Need to create a 21st century qual & quant to understand political discourse greatly influenced by personalities Objective: Superimpose a Semiotic map on digital conversations for political message planning PROBLEM? Superimposition of Semiotics on Digital Media
  9. 9. @preriit2131 preriitsouda.com 9 Political Map
  10. 10. @preriit2131 preriitsouda.com 10 THERESA MAY, PRIME MINISTER, UK
  11. 11. @preriit2131 preriitsouda.com 11
  12. 12. @preriit2131 preriitsouda.com 12 JEREMY CORBYN, LEADER OF THE OPPOSITION, UK
  13. 13. @preriit2131 preriitsouda.com 13
  14. 14. @preriit2131 preriitsouda.com 14 Jeremy Corbyn Theresa May 8:5
  15. 15. @preriit2131 preriitsouda.com 15 Theresa May only
  16. 16. @preriit2131 preriitsouda.com 16 Jeremy Corbyn only
  17. 17. @preriit2131 preriitsouda.com 17 Comparison with polling data Theresa May Jeremy Corbyn
  18. 18. @preriit2131 preriitsouda.com 18 Preriit Souda Director, PSA Consultants Ltd (www.psaconsultants.co) Twitter: @preriit2131, @psaconsultants

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