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

•

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CX Emotion

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

@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

@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

@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

@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

@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

@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

@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

@preriit2131
preriitsouda.com
9
Political Map

@preriit2131
preriitsouda.com
10
THERESA MAY,
PRIME MINISTER, UK

@preriit2131
preriitsouda.com
12
JEREMY CORBYN,
LEADER OF THE OPPOSITION, UK

@preriit2131
preriitsouda.com
14
Jeremy
Corbyn
Theresa
May
8:5

@preriit2131
preriitsouda.com
15
Theresa May only

@preriit2131
preriitsouda.com
16
Jeremy Corbyn only

@preriit2131
preriitsouda.com
17
Comparison with polling data
Theresa May
Jeremy Corbyn

@preriit2131
preriitsouda.com
18
Preriit Souda
Director, PSA Consultants Ltd (www.psaconsultants.co)
Twitter: @preriit2131, @psaconsultants

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

1. Trains, Politics and Emotions CX Emotion 2019 Preriit Souda Director, PSA Consultants Ltd, London, UK @preriit2131, @psaconsultants

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. @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. @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. @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. @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. @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. @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. @preriit2131 preriitsouda.com 9 Political Map

10. @preriit2131 preriitsouda.com 10 THERESA MAY, PRIME MINISTER, UK

11. @preriit2131 preriitsouda.com 11

12. @preriit2131 preriitsouda.com 12 JEREMY CORBYN, LEADER OF THE OPPOSITION, UK

13. @preriit2131 preriitsouda.com 13

14. @preriit2131 preriitsouda.com 14 Jeremy Corbyn Theresa May 8:5

15. @preriit2131 preriitsouda.com 15 Theresa May only

16. @preriit2131 preriitsouda.com 16 Jeremy Corbyn only

17. @preriit2131 preriitsouda.com 17 Comparison with polling data Theresa May Jeremy Corbyn

18. @preriit2131 preriitsouda.com 18 Preriit Souda Director, PSA Consultants Ltd (www.psaconsultants.co) Twitter: @preriit2131, @psaconsultants