Social Media Analysis:
A new tool for evaluating digitally publicised opinions
InsightBench
Listen instead of asking
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Who is InsightBench targeted at?
Web 2.0 gives companies a huge opportunity to understand their clients. It has never been so
easy to listen to consumers discussing preferences and products. Every posting can provide an
important insight, every user-statement can be an indication of a new development.
The increase in user activity in Web 2.0 will not only increase the importance of the discipline
listening, but also the disciplines of understanding and implementation. It is exactly here that
Trendbüro’s new web analysis tool InsightBench comes in. With InsightBench user opinions
expressed in social communities, blogs or forums can be filtered and systematically analysed.
InsightBench addresses companies whose clients are the main focus of their actions,
companies who are searching for authentic consumer opinions.
Find out which desires consumers are driven by, which topics they are discussing and what they
really think about your brands.
Dirk Bathen, Assistant Managing Director, Tel.: 040-36 97 78-31, d.bathen@trendbuero.com
www.trendbuero.com/insightbench
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InsightBench
Identify and understand the key
contents amidst the noise of Web 2.0
New challenges
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The evolution of the network economy –
What started how many years ago?
Mobile
Source: Trendbüro, 2008
New challenges
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The subjective opinions and experience of other users are trusted more than
editorial content or advertising.
– Digital profile:
Sources: press portals., 2008; Allensbacher Computer- technology, and analysis 2008;
60 % of German internet users present
themselves in at least one online network. 11
% write their own blog.
– 17 new blog entries per second:
Every posting can provide an important
insight.
Every posting can set a ball rolling.
– Word-of-mouth recommendations are the
most important form of advertising:
technorati, 2008; Nielsen, 2008
78 % trust recommendations made by other
consumers when making a purchasing
decision. Reports of negative experiences
reach an audience of millions within seconds.
New challenges
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The democratisation of reporting in Web 2.0
means a loss of power for classical media.
– User content replaces professional content:
Already, 25 % of the Google search results for
the twenty top brands are user- generated
content.
– Web 2.0 is the new mass medium:
73 % of internet users worldwide read blogs.
For 48 % they are part of their regular weekly
media consumption.
Sources: Nielsen, 2008; Universal McCann, 2008
New challenges
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Listen and count.
Consolidate and understand.
An InsightBench analysis structures and consolidates discussions and contributions from Web 2.0.
An InsightBench analysis does not only count the number of times a certain term appears, it also
provides qualitative insights drawn from a broad base of online users.
The result is a differentiated overview of the contents of online discussions on a topic or brand,
the frequency with which they appear and their background.
Linked to trends and social developments, an InsightBench analysis provides an innovative
input for your business and marketing strategy.
About InsightBench
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Find out what consumers think about your brand.
Or sound out upcoming phenomena.
Fisch
Market analyses
Fresh
– Keep track of how users talk about brands and
Sugar
Hyperactivity
products and which topics they are
Diabetes
Tea
particularly interested in
Pepsi – Observe which values consumers associate
Coca-Cola Cholesterol
Juice Bad with a particular brand
Caffeine Low
Salad
Coffee Sandwich
Phenomena analyses
Healthy Diet
– How do people perceive/discuss social
Fruit Exercise phenomena such as safety, freedom,
Vegetables
Protein
Fresh
Fat
dynamics, leisure, beauty, health?
– Discover unidentified desires and needs
Organic
Milk
Allergies
Calcium
About InsightBench
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How can an InsightBench analysis
support your company?
Marketing management Analyse desires, likes and dislikes
Innovation strategy Identify product gaps/weaknesses
PR controlling Compile key topics and reputations
Crisis management Identify negative reports in good time
Customer service Detect causes of dissatisfaction
Definition of target group Detect relevant buyer groups
Campaign management Monitor campaign effectiveness
Search engine optimisation Identify important keywords
About InsightBench
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An InsightBench analysis has clear advantages over classical methods.
– A broad spectrum of analysis:
Professional online sources (press pages) can also be evaluated as can user-generated content
(blogs, forums, social media).
– Several analysis levels:
An analysis with InsightBench allows for the level to be varied – from the consolidated bird’s
eye view down to the level of individual consumer statements.
– Not limited by what is social acceptable:
Sensitive issues can also be analysed.
– Avoidance of panel effects:
Social web users give honest opinions rather than routine answers.
– Multilingualism:
Studies can be carried out in more than 20 different language areas.
About InsightBench
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Setting up an InsightBench analysis:
Based on smart technology and human expertise.
– Determine questions – Programming – Three-stage evaluation process:
– Select important sources – Save sources automated, semi-automated,
– Define appropriate search terms – Semantic filter expert analysis
Input/ sort
Set-up/configuration Analysis and report
using software
Trendbüro Trendbüro
Liquid Campaign
Study design
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Set-up/configuration – define questions:
Lay the foundations for success at the beginning.
– Which phenomenon should be examined?
Which questions should be answered?
?
– Which own brands will be taken into account
in the analysis?
Which of the competitors brands?
– Who are the relevant target groups?
Which users should be listened to?
– In which regions/languages will the analysis
be carried out?
– Which sources should be analysed?
Study design
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Set-up/configuration – selection of the important sources:
Secure quality of sources through theme, scope and activity.
Analysis of digitally published contents:
Websites
Forums with – User-generated content from forums,
editorial team blogs, communities, video- or consumer
portals
– Websites with a professional editorial team
Dynamic (e.g. daily newspapers)
Blogs ... source
base
– Dynamic source base compiled from top
search engine hits
Secure relevance and quality through:
Communities Portals
– Focus on the right topics (rankings such as
Google, Technorati)
– Broad range (backlinks, bookmarks, traffic)
– High level of activity (number of users, posts,
threads)
Source base
Study design
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Set-up/Configuration – Determination of the right search words:
Explore scope of terms for complex questions.
– Identify topics of interest (Operationalization)
Selection Quality Service POS ....
– Identification of terms to describe topic
– Identification of synonyms, associations and
paraphrases
Flagship store Specialist store catalogue
Secondary market Online ...
– Creation of theme clusters
– Base for programming the search cartridge
Online Webshop Homepage Website
Online-Shop Amazon eBay shop.com
e-shop mobile.shop ... ...
Study design
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Input/classification using software – programming:
The software is only as intelligent as the programmer.
– Fine-tuning of search cartridge base by
linguistics expert
– Programming of search cartridge
– Programming and adaptation of crawler and
input scripts for blogs, forums, websites, RSS-
feeds etc.
– Taking into consideration all sub-forums and
threads
Study design
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Input/sort using software – save sources:
Our software replaces thousands of readers.
– Ongoing filtering and saving of all relevant
contents from specified sources
– Saving of documents in own project
Input of source material database
– Annotation of all documents with meta
data
Import of documents
Analyst
– Identification of relevant terms not
contained in search cartridge
Save in database – If necessary enlargement of source base
and cartridge
New sources and themes
Study design
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Analysis – three-stage evaluation process:
In the analysis the software counts. The experts do the thinking.
Automised:
– Buzz analysis
semi-automised – Time series
– Key terms
Semi-automised:
– Selection of relevant documents
Trend expertise
– Statistically significant connections
automised
InsightBench-
Expert analysis:
Analyse – Structuring and consolidation of results
– Communication of important insights
– Description of changes in tonality of
discussion
– Classification in social trends
Analysis by Trendbüro
Study design
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Analysis report:
Understand the most important contents amidst the noise of Web 2.0
Individual processing of study:
– Processing of study results, presentation,
data files etc.
– One-off analyses in the form of ad-hoc study
– Ongoing analysis as tracking
– Individual layout and format
Recommendations:
– Recommendations for action based on
implications for companies, brands,
products, and how to address target
audience
– Workshops on practical implementation of
the results
Study design
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Trendbüro
Consultancy for Social Change GmbH
Contact:
Dirk Bathen, Assistant Managing Director, Tel.: 040-36 97 78-31
(d.bathen@trendbuero.com)
Maria Angerer, Senior Consultant, Tel.: 040-36 97 78-81
(m.angerer@trendbuero.com)
Franziska Puls, Consultant, Tel.: 040-36 97 78-76
(f.puls@trendbuero.com)
Trendbüro
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