LIVING Communities:

Discover Relationships,

Craft Messages &

Connect

acceso.com @acceso

LT-Accelerate. Brussels November 23-24.

We listen to

and analyze

the voice of the

media

and consumers

to generate insights

and Marketing and

Communication

strategies.

A NEW PERSPECTIVE

Focused on the transformative capability of

consumer intelligence and brands.

We are part of the group ISP Digital, a global

organization which develops solutions based

on technology and Data Science at the

intersection of Paid, Owned and Earned

Media.

MIAMI MADRID

BARCELONA

PANAMA CITY

LIMA

BOGOTA

MEXICO CITY

+300 PROFESSIONALS

BOSTON

OUR GREATEST CREDENTIALS

+800 CLIENTS

26 IBEX35 COMPANIES

LIVING COMMUNITIES

WHY LIVING COMMUNITIES?

• From top-to-bottom flow of information to complex, multi-

way communication ecosystem

• Digital Communities are organized around recurrent

conversations on similar interests and habits

• Veritable gold mine of information

• However, not all relationships and members are the same

• We must distinguish those members who hold the greatest authority and the most fruitful relationships based in trust

• Audience size is not equal to influence: content, dynamic

reaction and interaction

“Capitalize the social

component of social media”

#LTA15

• Conocer cómo se estructura la conversación sobre una marca o un

concepto, localizar a los distintos públicos y sus patrones de influencia real.

• Definir las claves de la estrategia de PR y MK a seguir con cada uno, optimizando tus mensajes, para adecuarlo a las comunidades vivas en torno a tu marca.

• Identificar a los principales influencers de los distintos públicos, su alcance y su grado de prescripción, y fortalecer las relaciones con

influencers no fidelizados

Living Communities

What is it?

What’s the

use of a Living

Communities

analysis?

• Discover the structure of conversations about a brand or a concept, locate and segment our different audiences and their patterns of actual influence

• Identify key influencers and its reach, engage with our audience,

leverage ambassadors and monitor detractors

• Define ad-hoc key marketing and PR strategies, optimize corporate messages, take better-informed decisions

In-house technological solution that enables us to identify

communities and influencers through algorithms to calculate

patterns of influence and propagation

#LTA15

How do we do it? Ecosystem analysis

Ongoing social media and online

media buzz monitoring

Creation of database: authors and publications

Assign roles to

participants in the conversation,

unveil influence patterns

Analysis of main communities and

influencers

Insights to improve marketing and

communication strategies

1 2 3 4 5

SOCIAL LISTENING DATABASE CREATION ANALYSIS IDENTIFICATION RECOMMENDATION

#LTA15

ANALYZE THEIR

RELATIONSHIPS

-

Keys to the process – Analyze relationships

Three main types of relationships: Copy: Those interactions who hold enough

similarities to infer that there is an intention to copy all or part of the content by the original author Reply: Those linked to a conversation with

messages and responses around a previous dialogue. Reference: Those where recognition is given to another author for the value of the information provided (mentions, links to other sites, etc.)

#LTA15

¿Por que atribuir roles a los autores del ecosistema?

PROPAGATOR INITIATOR

SPECTATOR POTENTIAL DEFENDER

CATEGORIZE PARTICIPANT

ROLES

Keys to the process – Categorize roles

Initiator: Start conversations with their own contents, first position in propagation chains

Propagator: Many publications, many followers (potential prescribers, heavy users) Potential Defender: Many followers and/or many mentions (VIP, celebrities, journalists),

great viralization potential Spectator: Few publications, passive behaviour, scarce contribution to propagation

#LTA15

Living Communities in action

…

“Volkswagen” & “BMW” cases …

Source: Twitter, Blogs, Online media, Forum Location: Spain Date: 1/04/-15 30/06/15 Number of interactions: > 3

Zoom: “Volkswagen” community

16.585 publications

1263 authors

13,13 publications per author

5,8 M. Potential reach

Node size. Number of relationships

Node color: rol

Central nodes are Brand twitter official channels

Around them we detect general mass media and media specialized in automotive news No relationship with other brands from

VW Group

VW strategy: country level and proximity-based

#LTA15

Zoom: “BMW” community

28.495 publications

1467 authors

19,42 publications per author

30,1 M. Potential reach

Larger community, bigger number of established relationships

Strong interaction with Brand official Twitter worldwide channels Persistent relationship with specialized media (e.g., Autobild) & sportive events official social

media profiles

BMW strategy: based in content propagation within cross-country level

Node size. Number of relationships

Node color: rol

#LTA15

• Incorporate lurkers and observers

behaviour

• Integrate endorsement metrics

• Raw material quality: accurate topic

detection and sentiment analysis

• Intensive human intervention to process

and analyze information

• Large datasets are better…but more time-

consuming

• Cross-channel analysis: merge online and

offline sources

CHALLENGES AND NEXT STEPS #LTA15

“We have developed

proprietary algorithms that

allow us to identify the

most productive

relationships based on

Trust and Complicity”

SUMMARY

Helping our clients to

effectively connect

with consumers and

stakeholders, by

designing maps of

influencers based on

the role each

member plays in the

community, through

interdisciplinary

approach

COMMUNITY 1

COMMUNUTY 2

COMMUNITY 3

#LTA15

THANKS

Inés Campanella

icampanella@acceso.com

acceso.com

@acceso

BARCELONA · BOGOTÁ · BOSTON · CIUDAD DE PANAMÁ · LIMA · MADRID · MÉXICO D.F. · MIAMI

@acceso