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Social Media Analysis:
A new tool for evaluating digitally publicised opinions




InsightBench
Listen instead of asking



www.trendbuero.com/insightbench
                                                          supported rby n d b u e r o . c o m
                                                          www.t e                               >>
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
                                                                          supported rby n d b u e r o . c o m
                                                                          www.t e                               >> 2
InsightBench



  Identify and understand the key
  contents amidst the noise of Web 2.0




New challenges
                              supported rby n d b u e r o . c o m
                              www.t e                               >> 3
The evolution of the network economy –
What started how many years ago?




   Mobile




                                                                                      Source: Trendbüro, 2008
New challenges
                                         supported rby n d b u e r o . c o m
                                         www.t e                               >> 4
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
                                                             supported rby n d b u e r o . c o m
                                                             www.t e                               >> 5
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
                                                              supported rby n d b u e r o . c o m
                                                              www.t e                               >> 6
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
                                                                          supported rby n d b u e r o . c o m
                                                                          www.t e                               >> 7
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
                                                                                     supported rby n d b u e r o . c o m
                                                                                     www.t e                               >> 8
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
                                               supported rby n d b u e r o . c o m
                                               www.t e                               >> 9
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
                                                                          supported rby n d b u e r o . c o m
                                                                          www.t e                               >> 10
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
                                                                       supported rby n d b u e r o . c o m
                                                                       www.t e                               >> 11
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
                                                              supported rby n d b u e r o . c o m
                                                              www.t e                               >> 12
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
                                                                 supported rby n d b u e r o . c o m
                                                                 www.t e                               >> 13
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
                                                                                  supported rby n d b u e r o . c o m
                                                                                  www.t e                               >> 14
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
                                                               supported rby n d b u e r o . c o m
                                                               www.t e                               >> 15
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
                                                               supported rby n d b u e r o . c o m
                                                               www.t e                               >> 16
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
                                                                             supported rby n d b u e r o . c o m
                                                                             www.t e                               >> 17
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
                                                             supported rby n d b u e r o . c o m
                                                             www.t e                               >> 18
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
                                                                  w w w .. tt r e n d b u eer roo. .ccoo m
                                                                    ww          endbu                   m    >> 19
Rückseite Cover (lila Pappe)




                               w w w .. tt r e n d b u eer roo. .ccoo m
                                 ww          endbu                   m    >> 20

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Social media analysis with InsightBench

  • 1. Social Media Analysis: A new tool for evaluating digitally publicised opinions InsightBench Listen instead of asking www.trendbuero.com/insightbench supported rby n d b u e r o . c o m www.t e >>
  • 2. 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 supported rby n d b u e r o . c o m www.t e >> 2
  • 3. InsightBench Identify and understand the key contents amidst the noise of Web 2.0 New challenges supported rby n d b u e r o . c o m www.t e >> 3
  • 4. The evolution of the network economy – What started how many years ago? Mobile Source: Trendbüro, 2008 New challenges supported rby n d b u e r o . c o m www.t e >> 4
  • 5. 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 supported rby n d b u e r o . c o m www.t e >> 5
  • 6. 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 supported rby n d b u e r o . c o m www.t e >> 6
  • 7. 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 supported rby n d b u e r o . c o m www.t e >> 7
  • 8. 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 supported rby n d b u e r o . c o m www.t e >> 8
  • 9. 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 supported rby n d b u e r o . c o m www.t e >> 9
  • 10. 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 supported rby n d b u e r o . c o m www.t e >> 10
  • 11. 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 supported rby n d b u e r o . c o m www.t e >> 11
  • 12. 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 supported rby n d b u e r o . c o m www.t e >> 12
  • 13. 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 supported rby n d b u e r o . c o m www.t e >> 13
  • 14. 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 supported rby n d b u e r o . c o m www.t e >> 14
  • 15. 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 supported rby n d b u e r o . c o m www.t e >> 15
  • 16. 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 supported rby n d b u e r o . c o m www.t e >> 16
  • 17. 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 supported rby n d b u e r o . c o m www.t e >> 17
  • 18. 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 supported rby n d b u e r o . c o m www.t e >> 18
  • 19. 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 w w w .. tt r e n d b u eer roo. .ccoo m ww endbu m >> 19
  • 20. Rückseite Cover (lila Pappe) w w w .. tt r e n d b u eer roo. .ccoo m ww endbu m >> 20