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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
- 8. EXERCIZE
- 9. AT WHICH STAGE DOES YOUR COMPANY STAND?
- 10. END OF EXERCIZE
- 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 ?
- 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?
- 23. LOCAL MULTICOUNTRY GLOBAL
- 24. USA English Speaking countries Other countries