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Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
Air France client case
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Air France client case

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Focus on the real-life case study E-reputation for Air France, a company that is innovative in their use of social media, following conversations in order to better understand their clients who …

Focus on the real-life case study E-reputation for Air France, a company that is innovative in their use of social media, following conversations in order to better understand their clients who express themselves spontaneously on blogs, forums, advice websites, Twitter, Facebook etc.

http://spotter.com/

Published in: Technology, Business
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  • 1. © Spotter 2012 – All rights reserved Spotter Decisional Solutions: Technology & indicators for Marketing & Communication Presentation of Air France monitoring and analysis project
  • 2. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 22 SPOTTER PRESENTATION Since 1998, Spotter has been completely dedicated to the conception of global media monitoring and analysis solutions. We offer analytical solutions and decision making tools for the main European companies and institutions. Technology ExpertiseOnline & Offline Content  + 14 years of expertise in the monitoring and analysis of media and online conversations  + 30 experts, multicultural profiles, Analysts | Engineers | Researchers  + 30 languages  A production pole in Portugal  50% international turnover  30% of turnover invested in R&D every year  A unique position in the market Technology | Analysis | Content  Strong organic growth
  • 3. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 3 14 years of experience in Text-mining technolnogies 1998 2000 2011 2012 3 2006
  • 4. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 4 Why ? A very exposed B to C sector Prestigious reference Client for over 12 months A very comprehensive project that uses a wide range of Spotter services:  Multilingual monitoring FR/EN  Monitoring Platform to manage the flow of information internally - SPOTTERANALYTICS  Decisional Dashboard - SPOTTERDASHBOARD  Daily Newsletters - synthesis of current news, key indicators  Weekly reports  Ad-hoc reports  Dedicated team connected daily with the project manager. FEEDBACK – AIR FRANCE
  • 5. © Spotter 2012 – All rights reserved 1. Scope of the project
  • 6. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 6 FEEDBACK – AIR FRANCE Scope of the project Client request : to monitor conversations and contents in English and French within European and American sources, to analyse passengers’ feedback Why did they choose us ?  To improve the monitoring already done internally  To rely on a monitoring and analysis methodology  To stand back, to analyse the trends  Reduce the working time internally Final decision Monitoring project shared between the Press Relations & the Marketing departments
  • 7. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 7 Scope of the project Important preliminary work with the team at Air France, for a better understanding of their media environment  Definition of the list of products/services to follow  Joint work with Air France to better understand their services  Learning of the specific jargon of the sector FEEDBACK – AIR FRANCE
  • 8. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 8 Scope of the project Marketing : definition of a specific monitoring plan that reflecting the experience of the clients. Anecdote : in this particular case it was not only done on paper, we also visited the CDG airport to « follow » the real path of the passengers to better understand the experience. STEP n°1 Information / Reservation STEP n°2 Check-in STEP n°3 Boarding STEP n°4 Flight STEP n°5 Baggage pick-up STEP n°6 After-sale service The passenger experience FEEDBACK – AIR FRANCE
  • 9. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 9 Scope of the project Definition of the monitoring plan for each of the main themes of the project, with specific sub-themes. FEEDBACK – AIR FRANCE
  • 10. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 10 Team and client communications Set up of a dedicated monitoring team at Spotter.  2 people (+ support in case of high volume)  Work on Qualification / Validation of data  Ad-hoc monitoring of unexpected topics  Daily and weekly analysis  Contact almost daily with the monitoring team of the client Tasks of Spotter team:  Quality control of the harvest to check relevance of docs  Validation of the information collected by the system  Production of Synthesis & analysis  Translations  Client Support FEEDBACK – AIR FRANCE
  • 11. © Spotter 2012 – All rights reserved 2. SPOTTERPLATFORM – Tool used to manage media coverage
  • 12. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 12 The Spotter Platform for Decisional Analytics integrates a number of modules and tools, activated according to the needs of each specific project and client. This module integrates tools to visualise, customise and manage your interactive Dashboards. They can be shared between a group of users or be personalised for the usage of one or more specific users This module integrates tools to explore, organise, qualify and analyse your project data. It also allows you to generate, export and publish Graphics and Newsletters to be shared within your company. This module integrates back- office tools for complete and independent management of your project: creation and maintenance of sources and queries, management of users, data collection and treatment, global quality control … 12 AIR FRANCE – MONITORING PLATFORM
  • 13. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 13 Analytics zone – monitoring plan  Database classified by themes and sub-themes  Data organized by typology of sources  Search engine AIR FRANCE – MONITORING PLATFORM Analytic Dashboards - Daily  Relevant indicators of the day  Risk indicator  Identification of the “hot” topics (synthesis)  Graphics of the “top themes” of the day and associated tone of coverage  Access to monitoring and/or analysis data and deliverables
  • 14. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 14 Zoom on two widgets  Top themes and tone, with direct access to the negative/positive documents  The risk indicator allows you to see in a glimpse which are the “hot” topics of the day AIR FRANCE – MONITORING PLATFORM Analytic Dashboards - Weekly  Weekly analysis with three widgets for each activity: Corporate, Marketing, Commercial incidents  Immediate visibility for the different departments  Interactive widgets; by clicking on the topic, the client sees the detailed analysis of the topic Zoom on a marketing topic  Detail of the coverage level over last seven days  Tone of coverage (with direct access to the documents).  Identification of the most active sources and their tone.  Possibility of adding other graphics.
  • 15. © Spotter 2012 – All rights reserved 3. Analytic deliverables • Daily newsletters • Weekly newsletters • Ad-hoc analysis reports
  • 16. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 16 Deliverable – Daily newsletters  A synthesis of the day’s news (Corporate / Marketing)  Possibility for the client to edit newsletters  Tone indicator of the news / posts  Risk level Indicator – with the related topics  Link to a selection of the most interesting articles of the day  Integration of graphs AIR FRANCE – DAILY NEWSLETTERS Synthetic presentation of the week’s coverage  Two-page Dashboard with KPIs of the previous week  Volume curve  Top sources  Tone of clients’ feedbacks about the main topics of the week  Qualitative analysis including quotations  Key indicators of the social media of the group  Distribution to all departments of the group
  • 17. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 17 Ad-hoc analysis reports about specific topics.  To take a step back from a crisis / event / reputation  How did the media react?  How did the internet users react?  Snowy episode of last year  Comparisons with other companies from the sector  Best practices  Allows post-period learning Deliverables – Ad-hoc analysis report AIR FRANCE – AD-HOC STUDIES
  • 18. © Spotter 2012 – All rights reserved 4. Client Testimony
  • 19. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 19 CONCLUSION Jean-Charles Trehan, Director of press relations and studies at Air France : “Thanks to Spotter’s customised solution, we chose a very flexible monitoring plan of our e-reputation, in order to obtain valuable analysed data to alert our managers, taking into account the Products/ Services dimension of our customers’ insights, which is very important for our marketing aims. The monitoring plan takes into account not only our corporate reputation but also our commercial reputation. To be able to rely on an available and professional team is very useful in our daily work, all the more so for a company like us, which is always in the spotlight of the media” Key points of the Project  A totally customised monitoring and analysis system  Clear distinction between the corporate and the marketing aims, although included in the same tool  Close collaboration between the client and the team, throughout the project
  • 20. GIVING YOU THE POWER TO UNDERSTAND © Spotter 2012 – All rights reserved 2020 CONTACTS Thierry Guiot International Sales Director E tguiot@spotter.com T + 33(0)1 55 34 93 35 M + 33(0)6 20 60 47 90 Richard Weetman Director of Client Relations E rweetman@spotter.com T + 33(0)4 67 68 61 74 Celine Molina Director of Communications & International Business Network E cmolina@spotter.com T + 33(0)4 67 68 61 77 For additional informations, contact us !

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