Audit example

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Audit example

  1. 1. MICROSOFT BUSINESS INTELLIGENCEUK ONLINE CUSTOMER BEHAVIOUR BENCHMARKING AUDIT JULY 2011
  2. 2. !| UK Online Customer Behaviour Audit! MICROSOFT BUSINESS INTELLIGENCE UK ONLINE CUSTOMER BEHAVIOUR BENCHMARKING AUDIT JULY 2011 CONTENTS INTRODUCTION 1. Executive Summary 2. Research Brief 3. Research and Analysis Methodology 4. Terminology RESEARCH FINDINGS 5. Channel Influence and Customer Affinity 6. Discourse Analysis 7. Sentiment Analysis 8. Share of Voice 9. Channel Preference 10. Content Preference 11. Engagement Preference APPENDIX Key Channel List Recommendations Table ! !! ! ! ! ! ! ! !!! Human-Digital © 2011 | 2
  3. 3. !| UK Online Customer Behaviour Audit! EXECUTIVE SUMMARY • Business Intelligence online produces low volumes of conversation relative to other IT disciplines, such as cloud computing. There are few dedicated channels devoted to the subject and it is rarely a prominent topic on multi-issue channels. • There are dedicated communities in LinkedIn groups. These channels represent the highest saturation of relevant content. Although traffic is low (resulting in low impact on the overall customer) direct peer-to- peer engagement is high, and as such affords an opportunity to directly engage with the customer. • Four key channels for the business intellience community are: Tech Republic (www.techrepublic.com), PC Pro (www.pcpro.co.uk), ZD Net (www.ZDnet.co.uk) and Business Software Informer (www.business.software.informer.com). • There is low negative sentiment towards MSFT BI, suggesting the brand does not have a reputation management problem online. • MSFT has a higher share of voice online than the key competitors (Oracle, IBM, SAP). There is no indication that this has fostered brand loyalty - decisions and opinions are still based on quality of the products, which are frequently compared with each other. • 51% of channels have an overt commercial motivation. 62% are platforms for individual authorities. • There is little utilization of bookmarking functionality and social networks (with the exception of LinkedIn). MSFT activity in the key channel landscape should be measured by traffic, referrals, click-through rates and ultimately sales, as opposed to engagement measurements such as comments, ‘likes’ and re-tweets. • Overall, the landscape appears to present the opportunity for MSFT BI to gain traction in the space using a range of different media – bought (advertising), owned (MSFT’s own websites) and earned (social media) - established social media engagement mechanics - affiliate partnerships, PR relationships, guest blogging etc (see recommendations table for specific tasks).! ! ! ! ! ! ! !!! Human-Digital © 2011 | 3
  4. 4. !| UK Online Customer Behaviour Audit! RESEARCH BRIEF RESEARCH OBJECTIVES • Inform future campaigns and activity in the online landscape in an intelligent and targeted way by understanding existing online behaviour • Identify key channels in which business intelligence and relevant content is being discussed online • Understand the key topics driving discourse within the key channels • Investigate the brand reputation within the key channels • Investigate the share of voice of the brand against key market competitors (Oracle, SAP, IBM) • Identify the channel preference of the target customer • Identify what type of content they are engaging with and who is producing it • Identify how the customer is engaging with the content TARGET CUSTOMER Technical Decision Makers Business Decision Makers RESEARCH PERIOD Start Finish 1st January 2011 30th June 2011 FOCUS Context: • Business Intelligence Keyword Triggers: • Data Management • Data Analysis • Data Sharing • Data Presentation • Data Platform CUSTOMER GEOGRAPHY United Kingdom (3% of daily traffic to the host domain must come from the UK to qualify the channel for consideration of inclusion in the key channel list) RESEARCH SCOPE The Social Web: Blog, Comparison Site, Content Hosting, Donation, Ecommerce, Forum, Networking, Review Site, Web Portal (See Terminology for definitions)! ! ! ! ! ! ! !!! Human-Digital © 2011 | 4
  5. 5. !| UK Online Customer Behaviour Audit! Methodology developed in partnership with the RESEARCH AND ANALYSIS London School of Economics. METHODOLOGY HUMAN DIGITAL RAN SELECTED KEYWORD TRIGGERS THROUGH A THREE-STAGE PROCESS OF RESEARCH, ANALYSIS AND INSIGHT. 1 - PROCESS FLOW: RESEARCH • Keyword identification relevant to the customer (brand agnostic): Context o Business Intelligence Keywords (x5) o Data management o Data analysis o Data sharing o Data presentation o Data platform • These keywords are manually filtered through 12 sources of information that replicate the user journey: o Search Engines: Google, Bing, Ask, Yahoo o Social Bookmarking Tools: DIGG, Delicious, Stumbleupon o Networking Platforms: LinkedIn, Facebook, Twitter o Content Hosting Platforms: YouTube, Flickr • Sites are rinsed through five filters using proprietary algorithms: 1. Traffic (is the site attracting sufficient traffic on a daily basis? Relevant traffic index of the channels analysed is at least 1,000. Small, technical sites were not analysed due to the size of their customer.) 2. Demographics (if relevant, does the primary customer to this channel represent my target customer?) 3. Geography (does the customer to this channel represent feature sufficient traffic from the target country? See Research Brief for Threshold Details)! ! ! ! ! ! ! !!! Human-Digital © 2011 | 5
  6. 6. !Microsoft BI | UK Online Customer Behaviour Audit! 4. Content (is the site active? What is its primary purpose?) 5. Final Qualitative Analysis (the Analyst asks ‘does this website Methodology developed in partnership with the represent a key channel for my target customer?’) London School of Economics. • Confirmed sites make up a validated data set of key channels. Passive Channels (those without user-generated content) are filtered out at this stage, i.e. corporate homepages and brochure channels without analysable content. • All data and content analysed is sourced from these channels. • The process is human-led, ensuring that the consumer experience is replicated and the data set is verified against the stated criteria. 2 - PROCESS FLOW: ANALYSIS • Conversations and content within the validated data set are analysed against the following: o Channel (brand agnostic) o Customer (brand agnostic) o Themes (against competitor brands) o Sentiment (client only) o Share of Voice (against competitor brands) • This is an exclusively manual analysis process against a repeatable methodology, utilizing academics for research verification and analysis. • Conversation sample size for analysis is 1,000. 3 - PROCESS FLOW: INSIGHTS • Behavioural Analysts assess the data for trends and patterns. • The analysis of the key channels directly contributes towards answering the following business-critical questions about the online landscape: O WHAT WEBSITES ARE IMPORTANT TO MY CUSTOMER? O WHAT ARE MY CUSTOMERS TALKING ABOUT? O ARE THEY TALKING POSITIVELY OR NEGATIVELY ABOUT MY BRAND? O HOW MUCH ARE THEY TALKING ABOUT MY BRAND VS. MY COMPETITOR SET? O WHAT TYPE OF WEBSITES ARE THEY ENGAGING WITH? O WHAT TYPE OF CONTENT DRIVES THEIR ENGAGEMENT? O HOW ARE THEY ENGAGING WITH RELEVANT CONTENT? • This report is a culmination of the research, analysis and insight across the customer’s key channels. • Insights into customer behaviour and tactical recommendations are based on this online research only.! ! ! ! ! ! ! !!! Human-Digital © 2011 | 6
  7. 7. !| UK Online Customer Behaviour Audit! TERMINOLOGY WHAT WEBSITES ARE IMPORTANT TO MY CUSTOMER? Shape of Nodes represents Channel Types. Please see ‘What type of websites are my customers using?’ for detailed descriptions. Size of the Nodes represents brand share of voice. Hollow shapes indicate that the brand is not mentioned in analysed conversations. Position on the ‘y’ (vertical) axis represents Impact on the target customer. This is calculated utilizing a proprietary algorithm. Position on the ‘x’ (horizontal) axis represents advocacy of the target customer. This is calculated utilizing a proprietary algorithm. WHAT ARE MY CUSTOMERS TALKING ABOUT? The share of conversations of each of the topics within the landscape is analysed. o Product Research/Analysis: Conversations researching or analysing products related to BI o New Product Development: Mentions of product and product features releases o Coding/Programming: Conversations related to matters of coding or programming o Security Concerns: Mentions of concerns related to security o Data Implementation / Use: Mentions related to implementing and using data and data programs o Software: Conversations discussing specific software for matters related to BI o Seeking Support/Advice: Individuals looking for support or advice from peers on BI related matters ARE THEY TALKING ABOUT MY BRAND POSITIVELY OR NEGATIVELY? Conversations on each channel are analysed to determine whether the customer and commentators on these channels are positive, neutral or negative to the brand (not competitors). HOW MUCH ARE THEY TALKING ABOUT MY BRAND? Share of voice percentages against the identified competitor set. WHAT TYPE OF WEBSITES ARE MY CUSTOMERS USING? o Networking: Platform where users create profiles and connect with other users, either by invite or in groups. o Peer-to-Peer Forum: Community bulletin board; agenda is driven by peers o Individual Authority: commentators of authority, such as journalists and bloggers! ! ! ! ! ! ! !!! Human-Digital © 2011 | 7
  8. 8. !| UK Online Customer Behaviour Audit! WHAT TYPE OF CONTENT DRIVES THEIR ENGAGEMENT? Content analysed includes all analysed conversations. This question is addressed in two parts: content type and content motivation. Type: o Text: written commentary o Moving Image: video, animation o Still Image: photograph, illustration Motivation: o News: Objective reporting of news o Objective Review: Objective review of products or services o Subjective Point of View: Contains subjective opinion of an individual HOW DO MY CUSTOMERS ENGAGE WITH THAT CONTENT? This analysis understands which engagement mechanics are offered to the target customer. o Comments: Response to original content o Resourced Content: Content was published elsewhere before o ‘Likes’ / Social Bookmarking: Social sharing via Facebook-specific sharing mechanic or bookmarking sites! ! ! ! ! ! ! !!! Human-Digital © 2011 | 8
  9. 9. !!! WHAT WEBSITES ARE IMPORTANT TO THE CUSTOMER? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  10. 10. !| UK Online Customer Behaviour Audit! WHAT WEBSITES ARE IMPORTANT TO THE CUSTOMER? • There are 3 key channels, with significant impact, which mention MSFT positively. These are PC Pro, Business Software and ZD Net (main graphic). • Much of the rest of the landscape (for specific URLS see appendix) has a relatively low impact on the target customer, but in aggregate represents significant reach. • Many channels are impacting the target customer (see left graphic) but do not currently mention Microsoft in the relevant context. These sites include TechRepublic, The Register, Wise Geek and several significant LinkedIn groups. • All of the impactful URLs (whether mentioning MSFT or not) are individual authorities, which contrasts with the widely held assumption that most tech communities are participatory in nature. • MSFT BI is visible on IT Pro (www.itpro.co.uk) and PC Pro (www.pcpro.co.uk) evidenced by the large size of the nodes on the landscape (representing share of voice).! ! ! ! ! ! ! !!! Human-Digital © 2011 | 9
  11. 11. !!! WHAT IS THE CUSTOMER TALKING ABOUT? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  12. 12. !| UK Online Customer Behaviour Audit! WHAT IS THE CUSTOMER TALKING ABOUT? • At 40%, Software is the leading topic of conversation in the landscape. Much of this is business and commercial news (e.g. new product releases, white paper reports, etc). • Conversation about Data Implementation and Use is second most discussed but is only mentioned in conjunction with Software. • Product Research / Analysis (11%) and Seeking Support / Advice (9%) is the customer crowd-sourcing opinion from peers. This represents one in five of all conversations. • No specific brand has emerged as a market leader based on its share of actual conversations.! ! ! ! ! ! ! !!! Human-Digital © 2011 | 10
  13. 13. !!! IS THE CUSTOMER TALKING POSITIVELY OR NEGATIVELY ABOUT THE BRAND? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  14. 14. !| UK Online Customer Behaviour Audit! IS THE CUSTOMER TALKING POSITIVELY OR NEGATIVELY ABOUT THE BRAND? • Sentiment around the MSFT brand is only 3% negative. MSFT does not have a reputation management issue in this landscape. • The large proportion of neutral sentiment (67%) is mainly driven by objectively reported news. • The small overall volumes of positive sentiment are related to software conversations (see Soundbites).! ! ! ! ! ! ! !!! Human-Digital © 2011 | 11
  15. 15. !!! HOW MUCH IS THE CUSTOMER TALKING ABOUT MY BRAND? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  16. 16. !| UK Online Customer Behaviour Audit! HOW MUCH IS THE CUSTOMER TALKING ABOUT MY BRAND? • MSFT’s main competitors in the landscape for BI are Oracle, SAP, IBM. • In comparison to these, MSFT over-indexes in terms of the Share of Voice with 42%. • MSFT is always mentioned in conjunction with at least one of its competitors.! ! ! ! ! ! ! !!! Human-Digital © 2011 | 12
  17. 17. !!! WHAT TYPES OF WEBSITES ARE THEY ENGAGING WITH? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  18. 18. !| UK Online Customer Behaviour Audit! WHAT TYPES OF WEBSITES ARE THEY ENGAGING WITH? OUTER RING • Around half (51%) of the channels with impact have a commercial motivation outside of selling IT or technology related products (e.g. online magazines that make money off advertising revenue). • 34% of the channels are classified as consumer owned channels (e.g. LinkedIn Groups and Forums). • Two of MSFT’s owned channels (TechNet & On-Windows) are part of the landscape, representing 6% of the landscape. INNER RING • 62% of the channels are platforms for individual authorities, such as journalists and bloggers. These platforms command the highest traffic in the landscape. • 38% of the channels are pure social channels (networking platforms and P2P forums). • The BI community is consuming information from individual authorities more than they are discussing issues amongst peers.! ! ! ! ! ! ! !!! Human-Digital © 2011 | 13
  19. 19. !!! WHAT TYPE OF CONTENT DRIVES THE ENGAGEMENT? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  20. 20. !| UK Online Customer Behaviour Audit! WHAT TYPE OF CONTENT DRIVES THE ENGAGEMENT? OUTER RING • News (47%) and the expression of a subjective point of view (47%), in the form of reviews and thought leadership pieces, between them constitute the bulk of content type. INNER RING • The majority of all engagement in the landscape is text-based (90%). • Video is not widely used in the landscape (several YouTube channels exist with relevant content but their customer numbers resulted in them not making it into our sample).! ! ! ! ! ! ! !!! Human-Digital © 2011 | 14
  21. 21. !!! HOW ARE THE CUSTOMERS ENGAGING WITH RELEVANT CONTENT? UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011! ! ! ! ! ! ! !!!!! !
  22. 22. !| UK Online Customer Behaviour Audit! HOW ARE THE CUSTOMERS ENGAGING WITH RELEVANT CONTENT? ! • 73% of the content analysed in the landscape was an original piece of content. • The majority of comments are responses to forum posts rather than to blogs, news or thought leadership pieces. • Just 3% of content has been published somewhere else before. Re- blogging and reposting is not seen in any large amount. • Social bookmarking is rare.! ! ! ! ! ! ! !!! Human-Digital © 2011 | 15
  23. 23. !!! APPENDIX UK ONLINE AUDIENCE BEHAVIOUR AUDIT JULY 2011 !! ! ! ! ! ! ! !!!!! !
  24. 24. KEY CHANNEL IDENTIFICATIONJULY 2011©Human Digital LimitedKEY INFLUENCERS - UK ID Name URL Geography ChannelHigh Influence 1 XXX http://www.xxx.com/ UK Individual Authority 2 XXX http://www.xxx.com/ UK Individual Authority 3 XXX http://www.xxx.com/ UK Individual Authority 4 XXX http://www.xxx.com/ UK Individual Authority 5 XXX http://www.xxx.com/ UK P2P Forum 6 XXX http://www.xxx.com/ UK Individual Authority 7 XXX http://www.xxx.com/ UK Individual Authority 8 XXX http://www.xxx.com/ UK Individual Authority 9 XXX http://www.xxx.com/ UK Individual AuthorityMedium Influence 10 XXX http://www.xxx.com/ UK Individual Authority 11 XXX http://www.xxx.com/ UK Individual Authority 12 XXX http://www.xxx.com/ UK Networking Platform 13 XXX http://www.xxx.com/ UK Networking Platform 14 XXX http://www.xxx.com/ UK Individual Authority 15 XXX http://www.xxx.com/ UK Networking Platform 16 XXX http://www.xxx.com/ UK Individual Authority 17 XXX http://www.xxx.com/ UK Networking Platform 18 XXX http://www.xxx.com/ UK Individual AuthorityLow Influence 19 XXX http://www.xxx.com/ UK Individual Authority 20 XXX http://www.xxx.com/ UK Networking Platform 21 XXX http://www.xxx.com/ UK Individual Authority 22 XXX http://www.xxx.com/ UK Networking Platform 23 XXX http://www.xxx.com/ UK Individual Authority 24 XXX http://www.xxx.com/ UK Individual Authority 25 XXX http://www.xxx.com/ UK Individual Authority 26 XXX http://www.xxx.com/ UK Individual Authority

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