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Issue Tracking & Analysis
ISSUE TRACKING & ANALYSIS

DOES YOUR COMPANY NEED
TO DO MORE THAN SIMPLE WEB
MONITORING?
MONITOR EVERYTHING?
Are all people conversation meaningful?
        p p                       g
WHAT CAN WE
MONITOR/ANALYSE
AND WHY
Twitter, Facebook,



    YouTube



    Wikipedia



E-commerce sites



      Blogs


      News
      Sites
      Forums
      Newsgro
        ups
WHY DO WE MONITOR AND
ANALYSE?
             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
EXERCIZE
AT WHICH STAGE DOES YOUR
COMPANY STAND?
END OF EXERCIZE
IT IS NOT ABOUT
TOOLS,
TOOLS ITS ABOUT
PROCESSES
THE 5 BASIC STEPS IN ANALYSIS
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 ?
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 ?
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 ?
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?
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?
THE INTERNATIONAL
COVERAGE
LOCAL   MULTICOUNTRY   GLOBAL
USA   English Speaking
         countries       Other countries

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Hkd2 london issue breakout_paolo guadagni_h&k

  • 1. Issue Tracking & Analysis
  • 2. ISSUE TRACKING & ANALYSIS DOES YOUR COMPANY NEED TO DO MORE THAN SIMPLE WEB MONITORING?
  • 4. Are all people conversation meaningful? p p g
  • 6. Twitter, Facebook, YouTube Wikipedia E-commerce sites Blogs News Sites Forums Newsgro ups
  • 7. WHY DO WE MONITOR AND ANALYSE? 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
  • 9. AT WHICH STAGE DOES YOUR COMPANY STAND?
  • 11. IT IS NOT ABOUT TOOLS, TOOLS ITS ABOUT PROCESSES
  • 12. THE 5 BASIC STEPS IN ANALYSIS
  • 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 ?
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  • 15. 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 ?
  • 16. 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 ?
  • 17. 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?
  • 18. 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?
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  • 23. LOCAL MULTICOUNTRY GLOBAL
  • 24. USA English Speaking countries Other countries