Company Presentation Madrid, September 2011
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Company Presentation Madrid, September 2011
Important note
2
The present document only includes a simplified example of certain
services provided by Soluciones Semánticas.
Although the components of the proprietary algorithm for the
evaluation of Communication Effectiveness are given, the weights
for every component are not shown.
The work methodology developed is meant to serve as an
approximation, but requires adapting to every case, considering
whether corporate communication, product communication, or a
line of communication with specific stakeholders is to be analysed.
What is Soluciones Semánticas?
3
What we are What we aren’t
A communication consultancy specialised
in business and organisation discourse.
We analyse and measure the
communication effectiveness of comapnies
and institutiones in order to diagnose the
strengths and weaknesses of their
communication lines and provide insights
into their optimisation.
We work with advertising and marketing
agencies, communication departments, etc.
as supplementary support.
A communication or PR agency
An advertising agency
A marketing agency
A market research agency
A media agency
An SEO agency
We don’t design campaigns
We don’t measure media impact
We don’t perform surveys or polls
What is Communication Effectiveness?
4
The Communication
Effectiveness of a company
or institution is the degree
to which its communications
convey the information they
wish to convey, in the
suitable way, and through the
suitable channel.
Communication
Effectiveness is measured
through three key
components:
Quantitative
analysis
1
Semantic
analysis
2
Semiotic
analysis
3
Coherence
Cohesion
Differentiation
Dominand and
secondary discourses
Thematistions
Vision, mission, values
Etc.
Mythic quadrant
Code evolution
Metaphor mining
Narrative analysis
Etc.
What is the scope of the quantitative analysis?
5
Coherence Cohesion Differentiation
Comparison between
the most frequent
concepts in the
master text and the
total text
Establishing the
relations between the
most frequent
concepts in the text,
as well as their
semantic weight
(weighted semantic
network)
Comparison between
the most frequent
concepts in the client’s
text and the most
frequent concepts in
their competitors’
analogous texts
Measures the degrees
of discrepancy
between what is
meant and what is
actually being said
Measures the degree
of internal unicity or
multiplicity of the
discourse
Measures the degree in
which the client’s
discourse is distinct
from those of the
competition
What does the semantic analysis consist in?
6
The semantic analysis consists in the qualitative interpretation of the
empirical data obtained through quantitative analysis.
This information makes it possible to establish, among other things:
Dominant and
secondary
discourses:
the discursive
currents present in
the text and their
interrelations
Mission, vision, and
values
and their relation
to the entire
discourse
Thematisations:
the way in which a
concept becomes
the topic of a text
What does the semiotic analysis consist in?
7
The aim of the semiotic analysis is to establish what the client’s
position is, as well as the main concepts that constitute its corporate
identity (image, brand positioning, etc.) within the broader cultural
context.
To this end, we employ several techniques:
Mythic quadrant
Metaphor mining
Narrative analysis
Code evolution
Others
How do all the pieces fit together?
8
Soluciones Semánticas has developed a proprietary algorithm for the
evaluation of Communication Effectiveness, and has a DB of online
communication data for more than 500 national and international companies.
CE = quantitative
analysis semantic
analysis semiotic
analysis ( ) , , f
Saying what is meant, to whom it is meant to be said, in the way in which it is meant to be said, and when it is meant to be said
DB
CHR CHN DIF Global
position
Company A 0.432 0.358 0.227 1
Company B 0.37 0.325 0.298 2
Company C 0.375 0.212 0.264 3
… … … … …
… … … … …
… … … … …
Company X … … … N
Scope of Soluciones Semánticas services
9
type of
client type of
engagement
Private
companies Public
institutions
Professional
services
agencies
Specific ex-ante
engagements;
launching of
communication lines
Recurring
engagements with
communication,
product, brand teams,
etc.
Sectorial comparative
and positioning
reports,
communication
niches, trends, etc.
Advertising
campaigns
Promotion
campaigns
Marketing
campaigns
Brand positioning
Strategic niches
Change tracking
and monitoring
Implementation
and training
Corporate
communication
Internal
communication
Emerging codes
Communication
and crisis plans
Mergers and
adquisitions
Niche
identification
Product
communication
Training
Implementation
and training
Study of
communication
needs
Internal
communication
Communication
and crisis plans
Brand
positioning
Examples of recent engagements
10
Spanish public
institution
Foreign Office
Defence (PESC)
European Union
Justification of change in
the Defence discourse
during the Spanish
Presidency of the EU
Analysis report
Optimisation
recommendations
Spanish public
institution
Foreign Office
Cooperation
Repositioning of the
Official Aid to
Development discourse
after the creation of
AECID
Analysis and
evaluation report
Training
Spanish utility
Energy Brand repositioning
Analysis and
evaluation report
Implementation
recommendations
Diversified
industrial group
Energy
Engineering
Industry
Website redesign
Support in brand
building and
repositioning
Analysis and
evaluation report
Implementation
recommendations
Type of
client Sector / activity Nature of issue Results
Benefits for our clients
12
Essentially, Soluciones
Semánticas services
provide three sources
of value for
companies and
institutions:
Effectiveness
1
Differentiation
2
Efficiency
3
Conveying the information
that must be conveyed:
to the suitable
stakeholders
at the suitable time
by means of the suitable
channel/structure
Ensuring attention in an
environment oversaturated
with messages, discourses,
intentions…
Employing only the suitable,
necessary resources, with the
ensuing savings in costs and
efforts
The systemisation of the analysis of communication effectiveness is closely linked to
the creation of value for businesses:
Methodology
13
SIMPLIFIED
VERSION
Initial material Establishing aims Parametrisation/
processing
Recommendations
Making sure that
the minimum
necessary
communication
formats and
typologies are
provided
Ad hoc meetings with
heads of communication:
establishing analysis
perimeter and basis
for comparison
(direct competitors,
others)
6-10 weeks
Information analysis
and processing:
calculating
coefficients
contrasting
refining algorithm
Deliverables:
analysis results
recommendations
implementation
strategies
etc.
Types of Soluciones Semánticas services
14
Specific ex post Specific ex ante
Recurring / stable
with comm. teams.
(own/external)
TYPE OF COLLABORATION WITH CLIENT
Work materials
Specific
communication
(crisis, report, etc.)
Ongoing lines of
communication
Campaign planning
Corporate
websites
Regu
lar trainin
g for
com
municatio
n e
mitte
rs
Benchmarking of
competition CE
Ad hoc reports with
perimeter
Content
design/redesign
Analysis and
evaluation of past
campaigns
Analysis and
evaluation: lessons
learnt
Diagnosis of strengths
and weaknesses
Establishment of
conceptual
guidelines
Content/format
structuring /
restructuring
Crisis communication
plan
Monitoring
competition CE
Communication niches
Emerging trends
Management and
alignment of lines of
communication and
brand
Planning, updating, and
maintenance
Sectorial reports
Quantitative analysis
The quantitative analysis makes use of a number of statistical and numerical
techniques taken from corpus linguistics, text linguistics, network theory, and
ethnographic and content analysis.
We apply such notions as frequency, keyness, collocation, concordance,
semantic weight, and semantic degree.
The quantitative analysis is carried out by means of a proprietary software
usually employed in university Linguistics departments. We are currently
developing our own software, more suited to the specific needs of business
communication.
16
Quantitative analysis: coherence
The coherence between two texts is the degree of homomorphism or
structural similarity between them.
More specifically, when the Soluciones Semánticas team measure the coherence
of a text, we usually establish a comparison between the part of the text in
which the company introduces and defines itself (in the case in question, the
About Us section, including its mission, vision, and values) and the total text (the
entire website).
The aim is to measure the degree of discrepancy between the way in which the
company defines itself and what it is actually saying.
17
Quantitative analyisis: coherence
18
Quantative analysis: coherence
TEXTO PATRÓN TOTAL DEL TEXTO
CMF Frecuencia % sobre Total Delta 1 - Delta CMF Frecuencia % sobre Total
ENERGÍA 118 10.43324492 0.03266985 0.96733015 ABENGOA 581 10.81131373
ABENGOA 109 9.637488948 0.12179778 0.87820222 ENERGÍA 579 10.77409751
DESARROLLO 108 9.549071618 0.31990965 0.68009035 DESARROLLO 349 6.494231485
TECNOLOGÍA 99 8.75331565 0.42815013 0.57184987 EMISIÓN 322 5.99181243
SOLAR 91 8.045977011 0.5813972 0.4186028 PRODUCCIÓN 293 5.452177149
INDUSTRIA 56 4.951370469 1 0 ACCIÓN_E 290 5.39635281
PRODUCCIÓN 56 4.951370469 0.10114506 0.89885494 SOCIAL_N 283 5.266096018
SOSTENIBILIDAD 54 4.774535809 0.03345325 0.96654675 TECNOLOGÍA 269 5.005582434
MEDIOAMBIENTE 49 4.33244916 0.05938267 0.94061733 ECONOMÍA 254 4.726460737
INNOVACIÓN 47 4.1556145 1 0 SOSTENIBILIDAD 248 4.614812058
NEGOCIO 43 3.801945181 0.18264079 0.81735921 INFORMACIÓN 225 4.186825456
PROYECTO 43 3.801945181 1 0 MEDIOAMBIENTE 219 4.075176777
CONSTRUCCIÓN 42 3.713527851 1 0 PRIMER 206 3.833271306
PLANTA 39 3.448275862 1 0 PRECIO 199 3.703014514
MUNDO 38 3.359858532 0.0079819 0.9920181 DIRECCIÓN 190 3.535541496
INTERNACIONAL 37 3.271441202 1 0 MUNDO 182 3.386676591
ACTIVIDAD 36 3.183023873 1 0 RESULTADO 181 3.368068478
LÍDER 34 3.006189213 1 0 SOLAR 181 3.368068478
BIOCOMBUSTIBLE 32 2.829354553 1 0 NEGOCIO 167 3.107554894
GESTIÓN 30 2.652519894 1 0 CAMBIO 156 2.902865649
1131 100 8.13147171 5374
Cf = 0.40657
19
Quantitative analysis: cohesion
The cohesion of a text is the degree in which the most frequent concepts in
that text are interrelated. It is generally desirable for the brand discourse of a
company to unify the meanings of its contents to a certain extent: and this is
was cohesion measures.
Cohesion can be graphically represented by means of a weighted semantic
network, which reflects both the relations between the most frequent
concepts (MFCs) and their respective weights (the number of instances of a
relation between two MFCs).
This kind of graph makes it possible to visualise the various discourse
arborisations and “branches”, and thus establish which are the main discursive
currents in the text.
20
ABENGOA ACCIÓN_E CAMBIO DESARROLLO DIRECCIÓN ECONOMÍA EFECTO
ABENGOA 27 0 27 0 0 0
ACCIÓN_E 27 0 0 0 0 0
CAMBIO 0 0 0 0 0 0
DESARROLLO 27 0 0 0 9 0
DIRECCIÓN 0 0 0 10 0 0
ECONOMÍA 0 0 0 9 0 0
EFECTO 0 0 0 0 0 0
EMISIÓN 0 0 0 0 0 0 60
ENERGÍA 0 0 9 0 0 0 0
INFORMACIÓN 11 0 0 0 0 83 0
MEDIOAMBIENTE 0 0 0 0 10 0 0
MUNDO 0 0 0 0 0 0 0
21
Quantitative analysis: cohesion
Semantic network 22
Quantitative analysis: cohesion
Quantitative analysis: differentiation
The semantic differentiation of a text with respect to a larger corpus is the
degree in which it contains concepts whose frequency is statistically significant.
In the case of this company, we established the degree in which its text is
distinct from their competitors’ analogous texts. To this end, we established
which are the key concepts in the text with respect to the corpus of all texts in
the Industry category: that is, the concepts which occur with a statistically
significant frequency by comparison to that corpus.
We also establish which are the “least key” concepts: that is to say, the
concepts which are least differentiating for the company with respect to their
competitors – the more usual and humdrum concepts in the sector.
23
24
Quantitative analysis: differentiation
Conceptos clave
ABENGOA
ACC
ACCIÓN_E
ACCIÓN_N
ALIMENTOS
ALTERNATIVA
ALTO
ANALISTA
ANEXO
ANUNCIO
APLICACIÓN
ARCHIVO
ARTÍCULO
AUTOCARTERA
AZÚCAR
BEFESA
BIOCARBURANTE
BIOCOMBUSTIBLE
BIOENERGÍA
BIOETANOL
BIOMASA
BONO
BOSQUE
BP…
Conceptos menos clave
ANTERIOR
ÁREA
CIUDAD
CONSTRUCCIÓN
CUENTA
EMPRESA
ESPAÑA
EXPLOTACIÓN
GRUPO
INFRAESTRUCTURA
INTERNACIONAL
MADRID
MANTENIMIENTO
MÉXICO
NETO
NUEVA
OBRA
PASADO
PLANTA
PROYECTO
SERVICIO
TOTAL
TRATAMIENTO
VENTAS 25
Quantitative analysis: differentiation
Semantic analysis
The semantic analysis consists in the qualitative interpretation of the empirical
data obtained in the quantitative analysis.
More specifically, this information makes it possible to establish with are the
discursive currents present in the text: the dominant and secondary discourses.
In the case of the company in question, we found three discourses: the
financial-corporate discourse, the technological-industrial, discourse, and the
CSR discourse.
Additionally, the relation between the company mission vision, and values and
the rest of their discourse is examined. Finally, on the evidence of the semantic
network for the text, it was be useful to study the thematisation of specific
concepts: the way in which a concept becomes the topic of a text.
26
Semantic analysis: discursive structure
DISCURSO FINANCIERO-CORPORATIVO
INFORMACIÓN-ECONOMÍA 83
INFORMACIÓN-PRIMER 54
ABENGOA-SOLAR 44
DIRECCIÓN-SOCIAL_N 36
DIRECCIÓN-NEGOCIO 35
ECONOMÍA-NEGOCIO 31
ABENGOA-ACCIÓN_E 27
ABENGOA-PRIMER 16
PRECIO-EMISIÓN 15
MEDIOAMBIENTE-NEGOCIO 12
NEGOCIO-SOLAR 11
DIRECCIÓN-DESARROLLO 10
DIRECCIÓN-MEDIOAMBIENTE 10
ABENGOA-NEGOCIO 9
ABENGOA-INFORMACIÓN 6
399
DISCURSO TECNOLÓGICO-INDUSTRIAL
DESARROLLO-TECNOLOGÍA 27
TECNOLOGÍA-INFORMACIÓN 25
PRODUCCIÓN-ENERGÍA 17
ABENGOA-TECNOLOGÍA 9
ABENGOA-INFORMACIÓN 5
83
DISCURSO DE RSC
DESARROLLO-SOSTENIBILIDAD 103
EFECTO-EMISIÓN 60
DIRECCIÓN-SOCIAL_N 36
MUNDO-SOSTENIBILIDAD 17
ABENGOA-SOCIAL_N 12
NEGOCIO-MEDIOAMBIENTE 12
ECONOMÍA-SOCIAL_N 11
DIRECCIÓN-MEDIOAMBIENTE 10
DESARROLLO-ECONOMÍA 9
CAMBIO-ENERGÍA 9
279
27
399
83
279 DISCURSO FINANCIERO-CORPORATIVO
DISCURSO TECNOLÓGICO-INDUSTRIAL
DISCURSO DE RSC
28
Semantic analysis: discursive structure
RSC
TECNOLOGÍA
CORPORACIÓN
misión
visión
identidad
Semantic analysis: mission, vision, values
Mission, vision, values 29
Semantic analysis: thematisations
Thematisation is the process by which a conceptual element becomes the
topic of discourse, that is, that which the text is about. The way in which a
concept is thematised can illuminate the discursive priorities and values
underlying the text.
COMPANY NAME: there is a discrepancy between the company’s
dominant discourse – which identifies the core of its identity with
environmental issues – and the financial and corporate contexts in which
the company name actually occurs most frequently.
BIOFUEL: a marginally thematised concept (only in the corporate blog,
and defensively) despite its relative frequency. Biofuel energy appears in
opposition to solar energy, which is less controversial and appears in the
company discourse as lacking associated problems.
30
Semiotic analysis
31
The aim of the semiotic analysis is to establish the positioning of the company
brand and of the main concepts constituting its identity within the broader
cultural context.
To this end, various techniques are employed, such as the mythic quadrant or
the tracking of dominant and emerging codes. These techniques make it
possible not only to establish current brand positioning, but also yo identify
potential areas for future extension and positioning.
SOSTENIBLE
DESARROLLO
NO DESARROLLO
Ecologismo decrecionista
EnergÍa solar
Biocombustibles
Energías fósiles
NO SOSTENIBLE
Semiotic analysis: mythic quadrant
32
Semiotic analysis: code evolution
Residual → Dominante → Emergente
Desarrollo como dañino para
el medioambiente
Desarrollo sostenible ???
Pasado ← Presente ← Futuro
33
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