Gold Quill Award-winning case study: 90-day planning: Sentiment and metrics

Marketers are increasingly using sentiment analysis to gauge their audience’s feelings, attitudes, emotions and opinions.

This means looking beyond the numbers to understand why people are responding in a certain manner. Are they angry? Happy? Stressed? Optimistic? Confused? Neutral? Other? These insights help marketers determine if they are achieving the desired impact or if they need to adapt their strategy to be more effective.

At Cisco, the Gold Quill Award-winning employee communication team uses Natural Language Processing technology to understand audience sentiment and metrics. The team leverages this insight to guide their 90-day planning process and strategic communications. In this session, you’ll learn how to use sentiment analysis to transform communication and to deeply engage employees.

Track: Gold Quill Award-Winning case study
FormatTraditional
Date and time: Monday, 4 June, 1–2 p.m.


Presenter
Dan Meindl is a corporate communication professional based in Raleigh, North Carolina. He has been with Cisco marketing & communication for five years and has worked in employee communication for the past three. Meindl focuses on editorial strategies that target Cisco’s internal leader and executive audiences. He leverages employee sentiment and metrics to guide stakeholders around leader expectations and to personalize communication. He holds a bachelor’s degree in business administration from Roanoke College.

 


Presenter
/Kate DeGrasse is a corporate communication professional based in San Jose, California. She has nearly 10 years of marketing and corporate communication experience with companies including Cisco, eBay, StubHub and BrightTALK. Currently at Cisco, DeGrasse focuses on internal communication, developing editorial and event strategies that target Cisco’s All Employee and Leadership audiences. She analyzes employee sentiment and metrics to deliver real-time, personalized communication that boost employee engagement. She holds a bachelor’s degree in international relations and business administration from the University of Southern California.

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