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Artificial Intelligence and Machine Learning powering your brand’s Media Analysis

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Artificial Intelligence supports and improves the daily work of people working in corporate communication, especially in monitoring the digital environment. Technology is continiously changing the way corporate communications are working and producing, in the writing of press releases, the dissemination of information inside the organization and externally, press conferences, translations.

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Artificial Intelligence and Machine Learning powering your brand’s Media Analysis

  1. 1. Media Analysis & InsightsDecember 2018 AI powering Corporate Communications
  2. 2. HUMANS MEET AI Artificial intelligence (AI) is the ability of computers to understand certain aspects of the natural world, and ultimately, use that understanding to complete tasks normally requiring human intellect and effort. “ “
  3. 3. AI: YESTERDAY’S NEWS The TALOS principle, Ancient Crete Alan Turing, Imitation Game, 1950
  4. 4. Machine learning 4 AI TERMINOLOGY Natural Language Processing (Cutting edge) Knowledge Extraction MIS Data MiningNeural Networks Expert systems DIS
  5. 5. 5 THE GAME CHANGER: THE PROCESSING POWER It is the power of new processors that has changed the game and has enabled high potential of AI
  6. 6. IT CORPORATE COMMUNICAT IONS BANKING MEDIA EVERYWHERE ACROSS INDUSTRIES AI is ACROSS FUNCTIONS SALES MARKETING TELECOMS RETAIL
  7. 7. 7 AI AT MEDIA 20% OF CONTENT Is generated automatically 1 MILLION EUROS Invested by Associated Press for the automated generated of 30.000 local news daily 01 02 03 DATA JOURNALISM RISING & TRENDING
  8. 8. SUPPOR T POWER FREE OF REPETIT IVE WORK IMPROVE HUMAN EXPERIENCE REPLACEMENT (NOT)
  9. 9. ARTIFICIAL INTELLIGE NCE & MACHINE LEARNING 9 AI in CORPORATE COMMUNICATIONS ANALYZING THE DIGITAL ECOSYSTEM NEWS DELIVERY TO TARGETED AUDIENCES CRISIS MANAGEMENT PREDICTIONS AND ACCURACY 01 02 03 04 Virtual Reality and Augmented Reality Apps Press Releases will be adjusted according to specific editors needs Internal communication adjusted to different departments ALERTING BOTS FAKE NEWS PREDICT ONCOMING ISSUES NEW WELL-DEFINED METRICS
  10. 10. 1. ANALYSING THE DIGITAL ECOSYSTEM Real time, mobile, precise, insights, predictive High Volume of data created daily Approximately 2 billion internet users are active on social mediaOne in every four people in the world Instagram users post 46,740 pictures every minute 656.000.000 tweets per day! Every minute on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.
  11. 11. With this enormous amount of data available, it becomes more and more important the use of AI in the media analytics 11 01 02 ANALYSIS OF SENTIMENT Automatically generated sentiment DISCUSSION THEMES Automatically generated themes of discussions AI APPLICATIONS TO MEDIA INSIGHTS GENERATION 03 ALERTS Automatically get notified on new mentions
  12. 12. 12 SENTIMENT ANALYSIS – REAL TIME OR OVERVIEW BRAND A BRAND B BRAND C 17% 1%Negative Publications7% Negative Publications 93% 83% 99% Neutral/ Positive Neutral/ Positive 01 ANALYSIS OF SENTIMENT Automatically generated sentiment
  13. 13. 13 ACCURACY But what about how accurate sentiment can be?
  14. 14. ARTIFICIAL INTELLIGENC E 14 EVOLUTION OF AI MACHINE LEARNING DEEP LEARNING
  15. 15. 15 EVOLUTION OF AI AND ACCURACY DEEP LEARNING 3 MACHINE LEARNING 2 ARTIFICIAL INTELLIGENCE 1 ACCURACY ACCURACY65% ACCURACY 75% >90%
  16. 16. 16 TOP-5 TOPICS OF PUBLICITY – OVERVIEW THEME 1 26% THEME 2 16% THEME 3 12% THEME 4 5% THEME 5 4% BRAND A THEME 2 15 % THEME 3 14% THEME 4 11% THEME 5 9% BRAND C THEM E 1 17% BRAND B THEME 1 11% THEME 2 10% THEME 3 10% THEME 4 10% THEME 5 8% 02 DISCUSSION THEMES
  17. 17. Monitoring Themes through time, provides better Insights 10/10/2017 10/13/2017 10/16/2017 10/19/2017 10/22/2017 10/25/2017 10/28/2017 10/31/2017 11/3/2017 11/6/2017 11/9/2017 11/12/2017 11/15/2017 11/18/2017 11/21/2017 11/24/2017 11/27/2017 11/30/2017 12/3/2017 12/6/2017 12/9/2017 12/12/2017 12/15/2017 12/18/2017 12/21/2017 12/24/2017 12/27/2017 12/30/2017 1/2/2018 1/5/2018 1/8/2018 1/11/2018 1/14/2018 1/17/2018 1/20/2018 1/23/2018 1/26/2018 1/29/2018 2/1/2018 2/4/2018 2/7/2018 2/10/2018 2/13/2018 2/16/2018 2/19/2018 2/22/2018 2/25/2018 2/28/2018 3/3/2018 3/6/2018 3/9/2018 3/12/2018 3/15/2018 3/18/2018 3/21/2018 3/24/2018 3/27/2018 3/30/2018 4/2/2018 4/5/2018 4/8/2018 4/11/2018 Prices Quality Stores Customer Service Variety Greekness 02 DISCUSSION THEMES
  18. 18. 18 COMMERCIAL VS. CORPORATE PUBLICITY 777 269 733 79 165 386 Corporate Commercial 34% 38% 9% BRAND A BRAND B BRAND C 02 DISCUSSION THEMES
  19. 19. 19 SHARE OF VOICE THROUGH TIME % 25 32 32 36 40 39 23 18 35 29 45 46 AUG SEP OCT NOV BRAND A BRAND B BRAND C 02 DISCUSSION THEMES
  20. 20. Get notified whenever a negative mention is made in the online environment Get notified whenever the buzz on a pre- specified query is increased significantly Get notified every time a new mention of your brand is found. Real Time Update Via email Keeps you alert for crisis Makes you productive NEGATIVE ALERT VOLUME INCREASE NEW MENTIONS FOUND 03 ALERTS
  21. 21. SOURCE: PALO PRO STUDIES 21 SOME MORE INSIGHTS 01 02 03 MAIN SOURCE OF PUBLICITY IS THE ONLINE Average publicity per medium is estimated @ PRESS: 15% TV: 1% WEB: 84% GREAT BUZZ OF PUBLICITY COMES MAINLY FROM SMALL MEDIUMS Only the 8- 10% of the total publicity of a brand is estimated to be originated from TOP MEDIA FROM SHARE OF VOICE  TO MEDIA VALUE SHARE Media Value Share however considers the potential value each publication has for brands. Estimated value of publications is more and more essential for businesses and PR depts. Fluctuations from SOV to Media Share may vary as much as 20 pp, providing changes in the leaders and followers of the markets
  22. 22. THANK YOU

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