AI powering Corporate Communications Media Analysis & Insights December 2018
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.
AI: YESTERDAY S NEWS The TALOS principle, Ancient Crete Alan Turing, Imitation Game, 1950
AI TERMINOLOGY Machine MIS Knowledge Extraction learning Neural Networks Natural Language Processing Data Mining Expert systems DIS (Cutting edge) 4
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 5
AI is EVERYWHERE ACROSS INDUSTRIES ACROSS FUNCTIONS BANKING IT SALES MARKETING TELECOMS RETAIL MEDIA CORPORATE COMMUNICATIO NS
AI AT MEDIA 01 20% OF 02 1 MILLION 03 DATA CONTENT Is generated automatically EUROS Invested by Associated Press for the automated generated of 30.000 local news daily JOURNALISM RISING & TRENDING 7
IMPROVE SUPPORT POWER FREE OF REPETITIV HUMAN E WORK EXPERIENCE REPLACEMENT (NOT)
AI in CORPORATE COMMUNICATIONS 01 ANALYZING THE DIGITAL ECOSYSTEM ARTIFICIAL INTELLIGENC E & MACHINE LEARNING 02 NEWS DELIVERY TO TARGETED AUDIENCES Virtual Reality and Augmented Reality Apps Press Releases will be adjusted according to specific editors needs Internal communication adjusted to different departments 03 CRISIS MANAGEMENT ALERTING BOTS 04 PREDICTIONS AND ACCURACY PREDICT ONCOMING ISSUES FAKE NEWS NEW WELL-DEFINED METRICS 9
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 media One in every four people in the world Every minute on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. Instagram users post 46,740 pictures every minute 656.000.000 tweets per day!
AI APPLICATIONS TO MEDIA INSIGHTS GENERATION With this enormous amount of data available, it becomes more and more important the use of AI in the media analytics 02 DISCUSSION THEMES Automatically generated themes of discussions 03 ALERTS Automatically get notified on new mentions ANALYSIS OF SENTIMENT Automatically generated sentiment 01 11
SENTIMENT ANALYSIS REAL TIME OR OVERVIEW BRAND A BRAND B BRAND C 7% Negative Publications 17% Negative Publications 1% 93% 83% 99% Neutral/ Positive Neutral/ Positive 01 ANALYSIS OF SENTIMENT Automatically generated sentiment 12
ACCURACY But what about how accurate sentiment can be? 13
EVOLUTION OF AI ARTIFICIAL INTELLIGENCE MACHINE LEARNING DEEP LEARNING 14
EVOLUTION OF AI AND ACCURACY 1 2 3 ARTIFICIAL INTELLIGENCE MACHINE LEARNING DEEP LEARNING 65 % 75 % >90 % ACCURACY ACCURACY ACCURACY 15
TOP-5 TOPICS OF PUBLICITY OVERVIEW BRAND A BRAND B THEME 1 26% THEME 2 16% THEME 3 12% THEME 4 5% THEME 5 4% BRAND C THEME 1 11% THEME 2 10% THEME 3 10% THEME 4 10% THEME 5 8% 02 DISCUSSION THEMES THEME 1 17% THEME 2 15 % THEME 3 14% THEME 4 11% THEME 5 9% 16
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COMMERCIAL VS. CORPORATE PUBLICITY 34% BRAND C 733 386 38% BRAND B 269 165 9% BRAND A 777 79 02 DISCUSSION THEMES Corporate Commercial 18
SHARE OF VOICE THROUGH TIME % BRAND C 35 29 45 46 BRAND B 40 39 23 18 BRAND A 25 32 32 36 AUG SEP OCT NOV 02 DISCUSSION THEMES 19
NEGATIVE ALERT VOLUME INCREASE NEW MENTIONS FOUND 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. 03 ALERTS Real Time Update Via email Keeps you alert for crisis Makes you productive
SOME MORE INSIGHTS SOURCE: PALO PRO STUDIES 01 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 02 MAIN SOURCE OF PUBLICITY IS THE ONLINE Average publicity per medium is estimated @ PRESS: 15% TV: 1% WEB: 84% 03 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 21
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