Offer SummaryListen ~ Analyse ~ Understand ~ Engage The monthly banking syndicated report is a necessary tool for market research, PR, advertising, operations, product development a.o. It allows you to always be in the know on what customers say about your company and your competitors. Data is harvested from relevant targeted websites on a daily basis, it is consolidated and reported in a way that it is actionable. The web listening discipline done right (using taxonomies & curation with feature sentiment) is quite expensive and thus this syndicated approach
Social Media Research has Web Listening in its centreintegrated and enhanced with other online research! Online Chat Groups/ Think Tanks Video Clip Evaluation Bulletin Boards Web Listening Online Video/photo Stimuli Diaries Evaluation Listen ~ Analyse ~ Understand ~ Engage
Here is how Web Listening fits in with your other research! Have a 1-to1 dialogue with those posting comments and find out more. Invite them to take part in a research project (e.g. Focus Groups). Better understand existing consumer segments. Generate attribute lists about what matters for consumer tracking studies. Add to or be the development stage for a new project (what are the issues/attributes in consumer language). A source for investigation put “meat on the bones” of other research findings. Use posts as qualitative or even quantitative stimulus for other research. Link to corporate reputation and by extension to customer loyalty and employee engagement studies.
MarketingWeb Listening …thus investment supports may be shared multiple Online Communities across multipledepartments… budgets! Web Operations Operational Improvements Listening Online Reputation PR Management Product Innovation R&D
Examples on how different departments in your bank can use the monthly report!• Engage in a one-to-one dialogue with your customers and respond to negative comments. (PR)• Invite some of the customers to join online forums and chat groups to further express their views. (Customer Insights/Market Research)• Positive sentiment can be leveraged in advertising. (Marketing)• Operations can learn about and fix specific branch performance issues. (Operations)• Financial products can be adjusted, and new ones can be designed to meet customer needs. (Product Development, R&D)
Explanatory Note on Report StructureThere are 5 data dimensions that can be reported:1. Sources (websites)2. Companies/Brands (banks or insurance companies)3. Measures (volume of posts, share of posts by sentiment)4. Time Periods (aggregated data and trends)5. Attributes (sentiment can be reported at the level of attributes by brand)Multiple combinations of the above allow numerous ways to synthesize andanalyse the data harvested from the internet.
Monthly Syndicated Report Content • Share of Voice – Top 10 Brands 1. Aggregated P1M 2. Aggregated P3M 3. Aggregated P6M 4. Monthly trends (for the past 12 months) 5. Quarterly trends (for the past 2 years) 6. Yearly trends (as many years available) • Top 10 Attributes by number of mentions 7. Aggregated P1M 8. Aggregated P3M 9. Aggregated P6M 10. Monthly trends (for the past 12 months) 11. Quarterly trends (for the past 2 years) 12. Yearly trends (as many years available)
Monthly Syndicated Report Content (cont.) • Negative and Positive Share of Voice – Brands 13. Aggregated P1M 14. Aggregated P3M 15. Aggregated P6M 16. Monthly trends (for the past 12 months) 17. Quarterly trends (for the past 2 years) 18. Yearly trends (as many years available) • Net Sentiment Score (NSS) – Aggregated P3M 19. For Brands 20. For Attributes 21. Matrix: NSS over Frequency of mention for Brands 22. Matrix: NSS over Frequency of mention for Attributes • Drill downs 23-42. 5 drill downs (level 1-4) • Benchmarking 43. Sentiment Benchmarking for Client 44. Priority Matrix for Client
Syndicated Report Deliverables • 12 Monthly Powerpoint/PDF Reports. • Up to 5 selected lists of posts by feature (custom excel spreadsheets). • Up to 5 pre-defined drill-downs (custom included on PPT report). • Sentiment Benchmarking for CLient and up to two competitors ( 6 analyses only year one) • Back-data from July 1st 2010, included. A New Force for Business Insights Additional analysis and reporting available on-demand
Our Purpose is……to be the leading digital market researchspecialist by connecting market researchexpertise to state of the art technology.…to be leading the industry in extractingactionable insights from large amounts ofcomplex data that we gather, fuse, analyse andsynthesize.We are passionate about innovation in bringingconsumer conversations to organisations, helpingclients understand how they can better serve customerneeds enabling success through better insights basedon science and data analysis expertise. Contact: Michalis A. Michael firstname.lastname@example.org Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370