[En] Air France client case: e-reputation project

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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 express themselves spontaneously on blogs, forums, advice websites, Twitter, Facebook etc.

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[En] Air France client case: e-reputation project

  1. 1. Spotter Decisional Solutions: Technology &indicators for Marketing & CommunicationPresentation of Air France monitoring and analysis project © Spotter 2012 – All rights reserved
  2. 2. 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.  + 14 years of expertise in the monitoring and analysis of media and online conversations  + 30 experts, multicultural profiles, Analysts | Engineers | Researchers  + 30 languages Technology  A production pole in Portugal  50% international turnover  30% of turnover invested in R&D every year  A unique position in the market Online & Offline Technology | Analysis | Content Expertise Content  Strong organic growth GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 2 2
  3. 3. 14 years of experience in Text-mining technolnogies 1998 2000 2006 2011 2012 GIVING YOU THE POW ER TO UNDERSTAND ©3Spotter 2012 – All rights reserved 3
  4. 4. FEEDBACK – AIR FRANCE 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. GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 4
  5. 5. 1. Scope of the project © Spotter 2012 – All rights reserved
  6. 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 GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 6
  7. 7. FEEDBACK – AIR FRANCE 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 GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 7
  8. 8. FEEDBACK – AIR FRANCE 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°3 STEP n°4 Boarding Flight STEP n°5 Baggage pick-up STEP n°2 Check-in STEP n°6 After-sale service STEP n°1 The passenger experience Information / Reservation GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 8
  9. 9. FEEDBACK – AIR FRANCE Scope of the project Definition of the monitoring plan for each of the main themes of the project, with specific sub-themes. GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 9
  10. 10. FEEDBACK – AIR FRANCE Team and client communications Set up of a dedicated monitoring team at Spotter. Tasks of Spotter team:  Quality control of the harvest to check relevance of docs  2 people (+ support in case of high volume)  Validation of the information  Work on Qualification / Validation of data collected by the system  Production of Synthesis &  Ad-hoc monitoring of unexpected topics analysis  Translations  Daily and weekly analysis  Client Support  Contact almost daily with the monitoring team of the client GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 10
  11. 11. 2. SPOTTERPLATFORM – Tool used to managemedia coverage © Spotter 2012 – All rights reserved
  12. 12. AIR FRANCE – MONITORING PLATFORM 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 This module integrates tools to This module integrates back- visualise, customise and explore, organise, qualify and office tools for complete and manage your interactive analyse your project data. It also independent management of Dashboards. They can be allows you to generate, export your project: creation and shared between a group of users and publish Graphics and maintenance of sources and or be personalised for the usage Newsletters to be shared within queries, management of users, of one or more specific users your company. data collection and treatment, global quality control … GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved12 12
  13. 13. AIR FRANCE – MONITORING PLATFORM Analytics zone – monitoring plan  Database classified by themes and sub-themes  Data organized by typology of sources  Search engine 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 GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 13
  14. 14. AIR FRANCE – MONITORING PLATFORM 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 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. GIVING YOU THE POW ER TO UNDERSTAND  Possibility of adding other graphics.© Spotter 2012 – All rights reserved 14
  15. 15. 3. Analytic deliverables • Daily newsletters • Weekly newsletters • Ad-hoc analysis reports © Spotter 2012 – All rights reserved
  16. 16. AIR FRANCE – DAILY NEWSLETTERS 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 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 GIVING YOU THE POW ER TO UNDERSTAND Distribution to all departments of the group© Spotter 2012 – All rights reserved 16
  17. 17. AIR FRANCE – AD-HOC STUDIES Deliverables – Ad-hoc analysis report 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 GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 17
  18. 18. 4. Client Testimony © Spotter 2012 – All rights reserved
  19. 19. CONCLUSION Jean-Charles Trehan, Director of press relations and Key points of the Project studies at Air France : “Thanks to Spotter’s customised solution, we chose a very flexible  A totally customised monitoring and analysis monitoring plan of our e-reputation, in order to obtain valuable analysed data system to alert our managers, taking into account the Products/ Services dimension  Clear distinction between the of our customers’ insights, which is very important for our marketing aims. corporate and the marketing The monitoring plan takes into account not only our corporate reputation but aims, although included in the also our commercial reputation. To be able to rely on an available and same tool professional team is very useful in our daily work, all the more so for a  Close collaboration between company like us, which is always in the spotlight of the media” the client and the team, throughout the project GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 19
  20. 20. CONTACTS Thierry Guiot International Sales Director E tguiot@spotter.com For additional informations, T + 33(0)1 55 34 93 35 M + 33(0)6 20 60 47 90 contact us ! 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 GIVING YOU THE POW ER TO UNDERSTAND© Spotter 2012 – All rights reserved 20 20

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