Online Reputation Management workshop

Workshop Online Reputation Management Victor van Tol Utrecht, September, 30, 2009 © Copyright 2009 by Teezir B.V.. Private for the client. This report nor any part of it may be copied, circulated, quoted without prior written approval from Teezir B.V. or the client. www.teezir.com

Outline About Teezir The Impact of Word of Mouth Unmanageable Volumes Automatically Monitoring Online Sentiments Examples Conclusions 2 20090930 Workshop Online Reputation Management

Our solutions revolve around finding Experts & Document, Employees & Jobs, Sentiments & Opinions or Focused Content • Teezir is based on a solid foundation of Experts & Employees Information Retrieval expertise from both the Documents Expert Finder CV Matching & Jobs Academic and Business society. People Tracker Vacancy Finder • As a results of a number of innovative and Document finder Interim manager locator groundbreaking projects in close cooperation Enterprise search Competition HR scanner with leading corporations and research Document reviewer People profiler institutes, Teezir Search Solutions was …... …… created in 2006. • Teezir helps it clients dealing with unstructured information in order Music detection Opinion Mining to improve its current business and/or develop Image retrieval Brand mgt new businesses. Theme-channels Reputation mgt • Teezir helps its clients transform into Find similar Marketing Evaluation new business models by leveraging large Focused crawling Product Launch amounts of complex and unstructured …… …… Focused Sentiments information using innovative Search Solutions. Content & Opinions “Forget about Structure, Deal with Chaos” 3 20090930 Workshop Online Reputation Management

Teezir has clients in a diverse range of branches and helps clients to improve the current business as well as transform into new business models 4 20090930 Workshop Online Reputation Management

People are influenced by their peers… % • Recommendations from friends, family and colleagues are the most important factor in people‘s decisions.The degree of trust has further increased from 78% in 2007 to 90% in 2009 • Consumer opinions posted online are amongst the top trusted advertising sources. The degree of trust has further increased from 63% in 2007 tot 70% in 2009 • ‗Newspaper ‘ as form of advertising has dropped from second to 7th place • Traditionally, word of mouth has been limited to face-to-face, spoken communication • Online forms have become equally important Source: The Nielsen Company, April 2009 6 20090930 Workshop Online Reputation Management

Reputations can easily be crushed online… Product rating Sales +16% +8% -10% -31% Source: Jupiter Research study: 2270 online shoppers 7 20090930 Workshop Online Reputation Management

Companies that leverage Word of Mouth are rewarded by great publicity and incremental sales and profits, as well as insight into the mind of its clients Direct profit • Coca-Cola Company ran the ―Mentos + Diet Coke‖ movie for more than three months on its homepage at coca-cola.com • Mentos shipped EepyBird thousands of mints for their experiments • Mentos sales in the United States climbed nearly 20 percent, their highest such increase ever Useful insights • A popular fast-food chain used word of mouth to monitor the reaction on their new menu‘s, targeting a younger audience. It related word of mouth to ad spending and saw a clear increase in positive versus negative posts, plus a positive reaction to the ads themselves • As a result, they decided to invest additional funds in their national media plan to maintain the momentum the new campaign had 8 brought 20090930 Workshop Online Reputation Management

Online Reputation Management has taken off and is starting to become embedded in Sales & Marketing and Customer Experience departments 9 20090930 Workshop Online Reputation Management

Industry example: Automobile industry 1 in 3 auto buyers say that social media help them make their decision Automobile Industry • 1 in 3 auto buyers say that social media help them make their decision • Within just the top ten automotive discussion forums, there are over 1 million registered users and 117 million postings (source: www.big-boards.com) • Further, nearly two-thirds of new-vehicle buyers start their research on the Internet (Source: J. D. Power and Associates) • 70% of consumers trust the authority, opinions and experiences of other vehicle-owning consumers during the shopping and purchasing process (source: Cap Gemini Ernst & Young). 10 20090930 Workshop Online Reputation Management

Industry example: Travel Industry The growth of social media in the travel industry has been phenomenal Travel Industry • User-generated content already influences 10 billion dollars annually in online travel bookings • Travelers trust travelers: more than 66 percent of travelers surveyed noted that they consider social media more credible than professional reviews or data • 4 out of 10 adult leisure travelers read blogs, share photos, or take virtual tours, while 1 in 4 post responses and participate in related social networks • User generated content (UGC) caused 24 percent of travel buyers to change their mind about the type of travel purchases they make • And this is not limited by age—twelve percent of the participants in the study are over 65 years-old • Amidst all this UGC, Imedia estimates an additional 73 percent of travel companies plan to invest in Social Media in 2008 Source: Imedia 11 20090930 Workshop Online Reputation Management

Traditional Word of Mouth analysis involves a lot of manual effort • A clipping service analyzes newspaper articles, manually classifies content and manually adds positive and negative labels to specified entities • Marketing and communication companies have started using similar techniques to study online buzz around companies and products • Other traditional methods include (online) surveys and focus groups 13 20090930 Workshop Online Reputation Management

After a period of exponential growth, the volume and impact of user generated content is still growing rapidly at about 20-30% per annum • The blogosphere is growing ever stronger and maturing as an influential part of the web. • Enormous outreach, for example half of the Americans have visited blogs • 120,000 new weblogs and 1.5 million posts each day; the equivalent of 5,000 newspapers written each day • The only way to take full advantage of these enormous amounts of user generated content is to automatically analyze the data Source:www.emarketer.com, january 2009 14 20090930 Workshop Online Reputation Management

Social Media gets an increasing share in the online media and have taken over the lead from Web 2.0 websites like blogs and fora Source: Het Financieele Dagblad, 29 /9/2009 15 20090930 Workshop Online Reputation Management

Opinion Mining solutions automatically measure the perceptions around a product or organization Opinion Mining • Opinion mining is the fully automated delivery of opinions on any subject, based on information available in public sources (e.g. weblogs, e-zines, or newsfeeds) or internal sources • Business solutions based on opinion mining are: - Brand monitoring - Marketing launch effectiveness - Opinion polls - Quality measurement • In order to meet your organization's specific demands, our tools can be customized on for instance sentiment terms, languages, weights of terms, interface and reporting • Sentiments can be compared across products, organizations (f.i. competitors), over time, across countries and more 17 20090930 Workshop Online Reputation Management

Opinion Mining is a recent discipline at the crossroads of information retrieval and natural language processing • Opinion mining (OM) – or sentiment analysis – is a 1 recent discipline at the crossroads of information retrieval and natural language processing. The discipline studies the opinions and sentiments expressed in a document rather than just the topics discussed 2 • Our solutions follow a structured process in order to deliver relevant and trustworthy opinions and sentiments on the topic at hand: 33% 3 67% 1. Collect content from relevant sources (internal or external) on the topic (e.g. your brand, your product, a person, …) 2. Extract relevant metadata 4 Index 3. Extract the sentiments from the content based on our multi-lingual sentiment database 4. Index the content for efficient access 5. Consolidate and display sentiments on the topic 5 ∑ 33% 67% 18 20090930 Workshop Online Reputation Management

Online dashboard provides insight into customer online opinions on multiple levels for both the client and her competitors 19 20090930 Workshop Online Reputation Management

The dashboard gives an overview of actual online sentiment, subjects and related terms in a term cloud showing both relevance and sentiments 20 20090930 Workshop Online Reputation Management

A clear peak in volume shows on September 17; the day on which the news around the unsuccessful negotiations with Deutsche Bank was announced 21 20090930 Workshop Online Reputation Management

These examples of actual posts show that, apart from news sources, the buzz around „ABN AMRO‟ and „Deutsche‟ was also on blogs and Twitter 22 20090930 Workshop Online Reputation Management

Besides the buzz around Deutsche Bank, there are many other topics, related to ABN AMRO, that are discussed online Subject: “ABN AMRO: Betalen voor nieuwe identifier bij lege batterij” Subject: “Oplichting ABN AMRO Privelimiet Plus doorlopend krediet” 23 20090930 Workshop Online Reputation Management

A leading player in the Dutch telecom market used our Opinion Mining technology to gain insight into the buzz and sentiments around telecom devices 25 20090930 Workshop Online Reputation Management

For supplier management purposes, our client analyzed the sentiments around aspects of phones, thus providing insight in potential reasons to buy Samsung U600 Nokia 6300 Nokia 6230i LG Shine Apple iPhone Nokia N95 Battery 100% 50% 0% 100% Mpixels 0% 100% Display 0% 100% Weight 0% 100% Usability 0% Source: Teezir Telecom Crawl, September 2008 26 20090930 Workshop Online Reputation Management

Zooming into individual aspects provides insight in what is being said and how specific aspects of each device are perceived Samsung U600 Nokia 6300 Nokia 6230i LG Shine Apple iPhone Nokia N95 Battery 100% .. Unfortunately, I think the biggest 50% disadvantage of this phone that the 0% battery is empty so quickly… ... 100% Mpixels .. then the battery is pretty empty at night 0% 100% Display The display is clear, even during the 0% huge amount of sun in the last few weeks… 100% Weight 0% …usability and all the necessary 100% functions are good… Usability 0% Source: Teezir Telecom Crawl, September 2008 27 20090930 Workshop Online Reputation Management

Automatic analysis of Word of Mouth can signal problems and provide insight in the underlying reasons so your company can act accordingly Source: Teezir Telecom Crawl, May 2008 28 20090930 Workshop Online Reputation Management

The Teezir Community Monitor allows the user to slice the results per issue, per stakeholder and per time period Source: Teezir/Wit Community Monitor 29 20090930 Workshop Online Reputation Management

Whorules.nl is an online showcase of Opinion Mining technology that gives the Dutch public insight in the online buzz and sentiments of today Query: ABN AMRO and Deutsche; Timeframe: June 22– Sept 22, 2009 30 20090930 Workshop Online Reputation Management

As in Teezir‟s Opinion Mining Professional Service, users can zoom in into the actual posts that, together, determine the sentiment score on the ruler left 31 20090930 Workshop Online Reputation Management

Some lessons learned to take home…. 1. Determine your objectives upfront • Monitor? Webcare? Customer Service? PR ? Campaign Management? …. 2. Data Quality is key: define your sources and monitor your blind spot! • Garbage in = Garbage out 3. Define your main KPI‟s • Determine what you want to measure as you can get lost in all the data 4. Automate what can be automated • Monitoring and analysis can be automated. Interpretation and conversation can‘t 5. Go beyond your own organization and watch your environment • Include your stakeholders and competitors. For sure they are watching you as well… 33 20090930 Workshop Online Reputation Management

No organization can ignore the word of mouth: Using Teezir‟s Opinion Mining solution, leveraging this information can be done in a fast and easy manner • The impact of word of mouth is enormous and cannot be ignored • The only way to take full advantage of the enormous amounts of user generated content is to automatically analyze the data • Teezir uses advanced search technology to Blogs aggregate views and opinions found on review sites, discussion groups and blogs • This enables businesses to improve their reputation, product quality and customer service in a pro-active manner 34 20090930 Workshop Online Reputation Management

For more information, please contact us ! Victor van Tol Managing Director M +31 (0)6 - 1088 6451 T +31 (0)30 - 267 9648 E Victor.van.tol@teezir.com I www.teezir.com Kanaalweg 17-LE, 3526 KL Utrecht 35 20090930 Workshop Online Reputation Management

Online Reputation Management workshop

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