A Data Pro joined forces with Publicis Groupe Social Intelligence Center of Excellence to develop a practical crisis management communication approach. We tracked all mentions of the client’s brand, products, and industry-related posts to create an effective crisis management plan. To collect such a vast amount of data, we used automated alerts, emails, and manual checks. Also, we used automated analysis to ensure the client received reliable information as fast as possible.
Overview
As the end client needed media monitoring services to track an ongoing crisis on a global scale, we measured the information flow and reactions of audiences, competitors, and the industry in general. The main objective of our task was to provide the client with a practical analysis that assesses the impact of a crisis event and ultimately helps the client create a crisis communication strategy to respond, to and even prevent such events in the future.
The monitoring required for the task was at a global level, however, the most impacted countries required a more detailed, in-depth analysis. Therefore, our solution worked on a worldwide scale, while allowing segmentation based on criteria such as location, time period, language, sentiment, and user comments.
To collect the necessary data, and gather knowledge from it, we had to monitor over 100,000 mentions. We also provided detailed reports almost in real-time, as the client needed information as quickly as possible. Effective crisis communication is based on data-driven, detailed reports that help the client adapt their approach to the changing attitudes online.
Approach
Our primary approach was to provide a flexible solution that allowed quick changes in measuring parameters and metrics of interest. We measured mentions from various sources including traditional media, online media, owned media, social media, blogs, and forums. The key metrics we analyzed were media breakdown, language and Geography split, sentiment analysis, and emotional breakdown.
To deliver the communication measurement, we combined several approaches. One of them was awareness of the situation and notifications. This approach included hourly-based conversation reports, as well as comprehensive analysis reports based on quantitative data. Furthermore, our team made sure to anticipate potential changes in case they needed to be monitored.
Another approach we implemented was providing relevant information to the crisis management team. That approach included regular evaluations of the current crisis, as well as detailed monitoring of the conversation on the topic online, and in traditional media. Our team also included a crisis management communication overview for the monthly report.
We also monitored the client’s competitors and how they handled similar situations. We delivered our media intelligence solutions in 10 languages and 10+ markets.
Project Implementation
Our main task was to deliver a solution that works with large databases to provide information as quickly as possible. The principal goal was to deliver relevant information to the client in a timely manner.
To do that we used the platform for automated alert monitoring, which picked mentions based on specific criteria, separated them, and notify our analysts. The analysts wrote hourly reports to update the client as events were developing. Furthermore, we prepared a full report, covering the entire period of the crisis, based on both quantitative and qualitative data.
An important step was to pay detailed attention to specific geographic regions and languages, where the crisis was developing more rapidly. That gave an opportunity to the client to produce localized responses based on the data in each area.
Results
During the monitoring, the platform we used ingested 113K mentions, not accounting for Retweets or shares. We analyzed mentions from Twitter, News outlets and TV/Radio, Blogs, Instagram, and other media platforms. The USA, France, and Germany were the leading countries in volumes, followed by Brazil, Turkey, Italy, the UK, Russia, and Spain. The analysts’ input was essential for the tonality and emotional research in social networks. It turned out that users in some countries felt worried about the topic, while others felt angrier. There were countries where people joked about the situation and did not take it seriously. Thanks to the analysts’ qualitative analysis, we have a deep understanding of the audience’s perception of the topic in general and country-based.
Conclusion
Our monitoring and analysis allowed the client to take informed, data-based decisions on crisis management. Data is one of the most important tools a company can use in times of crisis. Data from media monitoring can be used effectively to understand people’s opinions, and craft a communication strategy in line with the public discourse, sentiment and engagement. As a result of our on-time analysis, the client not only ceased the ongoing crisis, but managed to generate revenue.
With this case, A Data Pro won the third place in the AMEC Awards 2022 in Best Crisis Comms Measurement and Reporting. We are grateful for being recognised for our efforts to improve and solve issues and provide qualified information to communication professionals all over the world.
