The document discusses how the BBC uses emotional intelligence tools to understand audience emotions and drive business strategy. It describes how the BBC analyzes social media data using sentiment analysis and manual tagging to identify emotional states, interests and segments audiences. Insights from these tools allow the BBC to determine what is driving emotion in responses, evaluate tone, and personalize content for different audience groups. The BBC aims to apply these learnings to better target content while avoiding misinterpreting data or emotionally vulnerable audiences.

1. Emotional Intelligence
How the BBC taps into audience emotions to drive business strategy
Photo by Bernard Hermant on Unsplash

2. Hello,
I’m Tara.

3. throwback
Hey, what are
people saying
about Sherlock?
Photos by iabzd on Unsplash and BBC

4. throwback
reporting
Photos by iabzd on Unsplash and somewhere on the internet

5. throwback
Photos by iabzd on Unsplash and Twitter

6. IBM Watson – Twitter Personalityanalyzewords
Next level
Photos by iabzd on Unsplash
sentiment
analysis

7. Social Style: ExpressiveUse of ‘I’ within statement
Personality: FriendlySharing feelings or emotions
Content Targeting: Sci-Fi, Music, Gaming, Sports`
Sharing BBC content with positive emotive words
Topics: BBC One, Films, Marvel`
Demographics: Male`
Profile & Keyword analysis
Interests: sci-fi, films, sports, music, gaming`
Social Segment: Advocate
Photo by iabzd on Unsplash
Basic
stalking

8. Manually tag
emotional states and
social styles based on
usage of certain
words (like I or you),
punctuation,
capitalization, and
emphasis (bold,
quotes or italics).
Results were counted
and displayed with
various cuts of the data.
Photo by iabzd on Unsplash
Proof of
concept

9. Photo by iabzd on Unsplash
Emotional
insight
Expresessives
Expresessives

10. What is driving emotion?
Do we have the right tone?
What kind of audience do we have? We
can segment them and personalise
content.
What is our audience really interested in?
Photo by iabzd on Unsplash
What we
learned

11. Photo by Lidya Nada on Unsplash
Formula for
emotion

12. Photo by Lidya Nada on Unsplash
Going
live

13. Photo by Lidya Nada on Unsplash
Going
live

14. Photo by rawpixel on Unsplash
Emotions
are taking
over
“Over the past year we've found that if people leave a Reaction
on a post, it is an even stronger signal that they'd want to see
that type of post than if they left a Like on the post”
- Facebook in a statement via Mashable.
Reactions affect your newsfeed (Forbes 2 March 2017)

15. Photo by rawpixel on Unsplash
Emotions
are taking
over
2,823 emojis in the Unicode standard as of June 2018
– according to emojipedia
There’s a thing called emojipedia

16. Photo by rawpixel on Unsplash
Emotions
are taking
over

17. Photo by Lidya Nada on Unsplash
Using
Brandwatch
emotions

18. • Not inferring too much
• Not crossing the line with emotionally vulnerable
people
• (mis)understanding sarcasm
• Some people use extreme terminology that
doesn’t always match up to how they feel
• Subject/verb agreement is tricky
• Automated formulas aren’t 100%
• Not putting numbers for the sake of numbers –
making the data meaningful
Photo by Lidya Nada on Unsplash
challenges

19. taraclark.davanzati@bbc.co.uk
1 9
Photo by rawpixel on Unsplash