Know what your customers want without expensive market research Alok Ramsisaria , VP Operations Regalix Inc. Mar 11, 2009

Presenter – Alok Ramsisaria © 2009 Confidential | Think Innovation VP Operations at Regalix Inc. Extensive experience in technology and consumer online marketing and lead generation. Managed multi-cultural teams in technology and marketing across geographies Managed own technology consulting and product marketing business Follow me at http://www.twitter.com/alokram

VP Operations at Regalix Inc.

Extensive experience in technology and consumer online marketing and lead generation.

Managed multi-cultural teams in technology and marketing across geographies

Managed own technology consulting and product marketing business

Follow me at http://www.twitter.com/alokram

Media Monitoring Whose online? And Where? What are they doing online? What matters online? Why media monitoring? Who is doing it? How do I get started? Sample Dashboard Aligning media monitoring to every business goal Case Studies The Business Case About Regalix © 2009 Confidential | Think Innovation

Whose online? And Where?

What are they doing online?

What matters online?

Why media monitoring?

Who is doing it?

How do I get started?

Sample Dashboard

Aligning media monitoring to every business goal

Case Studies

The Business Case

About Regalix

Whose online? © 2009 Confidential | Think Innovation Source: Different sites as of 15 Jan 2009, sourced from Octane Corporation Report Number of Internet Users in the United States - 208 Million people Source: Click Z Type Site Statistics Social Network Facebook 150 million active users Fastest Growing segment is 25 years or older 2.6 million minutes used per day MySpace 300 Million accounts 110 Million Active users per month 1.5 billion images on MySpace Social Network (Professional) LinkedIn 30 million users 7% C-Level Executives 6.6% EVP/VP 16% Senior manager 18% Middle manager Rich Media Flickr Over 2 billion images YouTube 5 billion U.S. video views a month 51% of users visit YouTube weekly or more 52% of 18-34 year olds share videos often Micro-Blog Twitter 200,000 Active Users Per week 3 million messages per day

What are they doing online? Watch videos from other users 29% Read online forums or discussion groups 28% Visit social networking sites 25% Read customers ratings/reviews 25% Read Blogs 25% Update/maintain a profile on a social meeting site 20% Add comments to someone’s page 18% Contribute to online forums and discussions 18% Comment on someone else’s blog 14% Upload photos to public web site 13% Publish and maintain a blog 11% © 2009 Confidential | Think Innovation Source: Groundswell by top analysts Charlene Li and Josh Bernoff at Forrester Research, circa 2007

Watch videos from other users 29%

Read online forums or discussion groups 28%

Visit social networking sites 25%

Read customers ratings/reviews 25%

Read Blogs 25%

Update/maintain a profile on a social meeting site 20%

Add comments to someone’s page 18%

Contribute to online forums and discussions 18%

Comment on someone else’s blog 14%

Upload photos to public web site 13%

Publish and maintain a blog 11%

What matters online? Opinion of a friend or acquaintance who has used the product service 83% A review of the product in mainstream offline media 75% Information on the manufacturer’s web site 69% A review by a known expert 63% Consumer reviews on a retailer’s site 60% Consumer reviews by users of a content site 52% Information on consumer opinion sites 50% An online review by the editors of a content site 49% Information in online chat rooms and discussion forums 37% Online review by a blogger 30% © 2009 Confidential | Think Innovation Source: Insights from Pew Internet and American Life project, quoted in Octane Corporation Report

Opinion of a friend or acquaintance who has used the product service 83%

A review of the product in mainstream offline media 75%

Information on the manufacturer’s web site 69%

A review by a known expert 63%

Consumer reviews on a retailer’s site 60%

Consumer reviews by users of a content site 52%

Information on consumer opinion sites 50%

An online review by the editors of a content site 49%

Information in online chat rooms and discussion forums 37%

Online review by a blogger 30%

Why Media Monitoring is a good way to do Market Research? © 2009 Confidential | Think Innovation Functions Solutions to issues like Reputation Management What do people think about my products/services? What do people think about competing products/services? Product Marketing What feature in my offering are people talking about What features in the competitions offering are hot? What features in the competitions offering is really bad? Channel Marketing What channels are competitors advertising on? What sites seem to have the most traffic? Engineering What are the issues people are facing in real life? What do customers and prospects like/dislike about competitors products? Inside Sales Who are the disgruntled customers that I can target? What can I tell people about the competition that will position my products better? Marketing What are the hot topics people are discussing? What messages are closer to current conversations? Regulatory issues and Compliance What laws affect my product in different geographies? E.g. eco legislation that makes it cheaper to make electric cars in Norway vs Sweden.

Who is doing it? B2C world Banks & Financial service industry Eco friendly consumer products Movies and entertainment B2B world Large publicly held technology company Medium sized player in the security space Large player in a mainstream manufacturing company Startup in the “cloud computing” space P2P world Professional communities © 2009 Confidential | Think Innovation

B2C world

Banks & Financial service industry

Eco friendly consumer products

Movies and entertainment

B2B world

Large publicly held technology company

Medium sized player in the security space

Large player in a mainstream manufacturing company

Startup in the “cloud computing” space

P2P world

Professional communities

Sample Dashboard © 2009 Confidential | Think Innovation

How do I get started? © 2009 Confidential | Think Innovation

What do I measure? Aggregate metrics Counts Conversation Shares Competitors Content types Individual metrics Relevance Rank 1-10 Sentiment Positive Negative Neutral Qualitative Product announcements Insights Influencers © 2009 Confidential | Think Innovation

Aggregate metrics

Counts

Conversation Shares

Competitors

Content types

Individual metrics

Relevance

Rank 1-10

Sentiment

Positive

Negative

Neutral

Qualitative

Product announcements

Insights

Influencers

Strategy for every (Business) Goal Driving Participation Competitive Product analysis Competitive Collateral analysis © 2009 Confidential | Think Innovation

Driving Participation

Competitive Product analysis

Competitive Collateral analysis

Aligning Media monitoring with Business goals Driving participation in community Methodology Identify forums and communities Rank based on membership, activity and recency Identify topics in selected verticals Seed topics in owned community Participate in forums and communities to drive traffic © 2009 Confidential | Think Innovation Metric Month 1 Month 6 Registered Users 36 1200 New Topics 36 230 Posts 83 820 Views 1898 106334

Driving participation in community

Methodology

Identify forums and communities

Rank based on membership, activity and recency

Identify topics in selected verticals

Seed topics in owned community

Participate in forums and communities to drive traffic

Aligning Media monitoring with business goals Competitive product analysis Competitive product weaknesses Customer support resolution times Methodology Identified competitor forums Daily monitoring to identify issues as soon as they were reported Issue frequency analysis to separate real issues from site specific challenged © 2009 Confidential | Think Innovation

Competitive product analysis

Competitive product weaknesses

Customer support resolution times

Methodology

Identified competitor forums

Daily monitoring to identify issues as soon as they were reported

Issue frequency analysis to separate real issues from site specific challenged

Aligning Media monitoring with business goals Competitive product analysis Competitive product weaknesses Customer support resolution times Methodology Identified competitor forums Daily monitoring to identify issues as soon as they were reported Issue frequency analysis to separate real issues from site specific challenged © 2009 Confidential | Think Innovation

Competitive product analysis

Competitive product weaknesses

Customer support resolution times

Methodology

Identified competitor forums

Daily monitoring to identify issues as soon as they were reported

Issue frequency analysis to separate real issues from site specific challenged

Aligning Media monitoring with business goals Competitive collateral and channel analysis What channels are competitors running campaigns on? And how are they changing? What are the collateral pieces that they have created? Methodology Monitored competitor, media, channel sites Created and monitored collateral map Created and monitored collateral topics © 2009 Confidential | Think Innovation

Competitive collateral and channel analysis

What channels are competitors running campaigns on? And how are they changing?

What are the collateral pieces that they have created?

Methodology

Monitored competitor, media, channel sites

Created and monitored collateral map

Created and monitored collateral topics

Case Study – Worlds Leading Bank – Geography India

Case Study 1 – Worlds Leading Bank Scenario Money transfer to India - $45 bn business in 2008 Leading player in this space Multiple players – both local and global entering the market Results Identified key product issues Helped solve over X vocal complaints Identified key customer themes to create messaging Identified key sites to target banner/affiliate programs Competitive product benchmarking across multiple product offerings in different geographies Leverage Expansion of Adwords program to double lead volume Increase banner ad clickthroughs by better targetting Tweak product messaging Reduce disgruntled customers © 2009 Confidential | Think Innovation

Scenario

Money transfer to India - $45 bn business in 2008

Leading player in this space

Multiple players – both local and global entering the market

Results

Identified key product issues

Helped solve over X vocal complaints

Identified key customer themes to create messaging

Identified key sites to target banner/affiliate programs

Competitive product benchmarking across multiple product offerings in different geographies

Leverage

Expansion of Adwords program to double lead volume

Increase banner ad clickthroughs by better targetting

Tweak product messaging

Reduce disgruntled customers

The Business Case No need to setup panels, recruit, reward Disproportionate Return on Investment Channel Competition Messaging Analysis Influence Leverage vendors to get rid of the learning curve Onshore-Offshore model provides cost arbitrage

No need to setup panels, recruit, reward

Disproportionate Return on Investment

Channel

Competition

Messaging

Analysis

Influence

Leverage vendors to get rid of the learning curve

Onshore-Offshore model provides cost arbitrage

About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition © 2009 confidential | Think Innovation

Forefront of Online Marketing, Research and Web 2.0 portals

Multi-disciplinary Leadership Team

Fortune 500 and Venture-Backed Customers (B2B and B2C)

Global Operations: HQ in Silicon Valley, 4 Offices

150+ Team, Built on 8+ years of research

Recognition

Thank You! Learn more about Regalix at: www.regalix.com Contact: Alok Ramsisaria VP Operations Email: [email_address] com © 2009 Confidential | Think Innovation