1. E-reputation management
Presenting the VanksenWatch solutions
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2. VanksenWatch
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01 Background: the influence of the Web today
The Web influences purchase decisions Exposure to online media during the last purchase
 Millions of Web users express their
opinions on your brand, products, staff etc.
online…
 Emergence of the consum-actor
 Two-way communication
 Conversational media: Twitter, forums,
information sites etc.
 These conversations influence other Web
users
 In their purchase decisions
 In their brand perception
Source: Ifop - Sept. 2009 I Internet premier média vs autres médias”
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3. VanksenWatch
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02 Our vision of online brand reputation
How to manage your online reputation
4 key steps
engage
listen measure analyze
conversations
short term medium term
reactive actions
proactive actions
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4. VanksenWatch
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03 VanksenWatch: how does it work?
1 Gathering
data
After selecting specific
2 Automatic
qualification
The VanksenWatch
3 Human
analysis
Our team analyzes
4 Your brand
You regularly (daily,
keywords on your brand platform filters and these results by weekly, or monthly)
environment. New automatically qualifies defining the vigilance receive our analysis. This
conversations between the results based on level and compiling allows for a real
Web users are gathered media type, date, them in reports that are overview and gives
on the platform every relevance etc. consolidated by action opportunities to manage
day. recommendation. your e-reputation.
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5. VanksenWatch
04 VanksenWatch: our different solutions
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Audit
One-shot analysis of the most visible statements about a product, brand, or employee by Web
users (forums, blogs, information websites, social media etc.)
Monitoring
Long-term service consisting of the surveillance and analysis of statements about a product,
brand, or staff member by Web users (forums, blogs, information websites, social media etc.)
Monitoring and reactive community management
Long-term service consisting of the surveillance and analysis of statements about a product,
brand etc… combined with a reactive community management program
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6. VanksenWatch
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04 VanksenWatch: identifying the sources
Audit
One-shot analysis of the most visible statements by Web users concerning a product, brand or
staff member (forums, blogs, information websites, social media etc…)
Objectives
 Identify the relevant communities
 Evaluate your brand’s perception online
Actions
 Audit of the relevant sources that are most visible in
search engines at a given time
Deliverables
 A detailed report of the conducted audit
 Volume data
 Polarity data
 Focus Weighted polarity of different monitored categories
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7. VanksenWatch
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04 VanksenWatch: monitoring your e-reputation
Monitoring
Long-term service consisting of the surveillance and analysis of statements by Web users
concerning a product, brand or staff member (forums, blogs, information websites, social
media etc…)
Objectives
 Follow the daily conversations of Web users about
your brand, products etc.
Actions
 Set up a monitoring program on the
VanksenWatch platform
Deliverables
 Regular alerts (daily or weekly)
 Monthly report
 Result presentation on your premises by a member Volume of relevant statements during one month
of our team
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8. VanksenWatch
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04 VanksenWatch: engaging your community
Monitoring and reactive community management
Long-term service consisting of the surveillance and analysis of statements by Web users
concerning a product, brand, etc… combined with a reactive community management
program
Objectives
 Go further than a simple monitoring and quickly
answer Web users’ questions
 Develop your brand image
Actions
 Set up a reactive community management program
based on relevant data provided by the alerts
Deliverables
 A monthly community management report
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9. VanksenWatch
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05 Case studies : Danone
Objectives for the customer
- Answer the following questions :
- Where internet users are talking about the brand and the
products?
- What are they saying? What is the overall sentiment ?
- How can we interact with our consumers on the web?
- How can we anticipate a crisis and manage it?
Target/Market
-The French market
Strategies
- Data mining :
- Daily measurement of every conversation generated on the French
social web about Danone’s dairy brands (Danette, Actimel, Activia
etc…) through the VanksenWatch platform
-Data analysis
- Daily human analysis of each of the brands (sentiment analysis)
- When appropriate (negative conversation for the brand or very
positive), proposal of an answer by a dedicated community
manager
- Integration within Danone’s crisis management units
Results and deliverables
- Daily alert compiling all the relevant data of the day
- Monthly report focusing on a specific subject decided by the customer
- Consulting and implementation for Community Management
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10. VanksenWatch
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05 Case studies : SFR (french mobile carrier)
Objectives
- Answer the following questions :
- Where internet users are talking about the brand and the
products?
- What are they saying?
- What is the overall sentiment ?
- How can we influence the sentiments in a positive way and
generate sales ?
Target/Market
- French market
Strategies
- Reactive side:
- Conversation Map : a comprehensive survey of what and where
people are discussing about SFR and its products, where the brand
can potentially engage with people
- Influence Score : a score of the web influence of the brand, based
on the volume of citations and the polarity, calculated each month
with a human process
- Proactive side:
- Twitter Strategy, on the @SFR_fr account
- Engage the conversation with followers on Twitter
Results and deliverables
- Monthly survey and presentation at headquarters
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11. VanksenWatch
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05 Case studies : Belambra
Objectives
- Answer the following questions :
- Where internet users are talking about the brand and the
products?
- What are they saying? What is the overall sentiment ?
- How can we interact with our consumers on the web?
- How can we generate positive sentiments and generate sales in
the off-season?
Target/Market
-French market
Strategies
- Data mining and analysis :
- Daily measurement of every conversation generated on the French
social web about Belambra or its old brand name (VVF Vacances)
through the VanksenWatch platform
- Daily human analysis of each of the brands (sentiment analysis)
- Community management:
- Advice and composition of answers when it is appropriate to
respond.
- Implementing the Twitter and Facebook presence
Results and deliverables
- Daily report containing all the relevant mentions of the brand
- Interacting with Belambra’s clients on social media
- E-mailing campaign to all satisfied clients to encourage them to post
positive reviews on TripAdvisor
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12. VanksenWatch
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05 Appendices
Which types of websites do we monitor?
blogs,
content micro-
search forums and social
sharing blogging
engines opinion networks
sites sites
websites
* *
 In order to monitor the most relevant content sources we configure our platform based on a pre-
study benchmark.
* monitoring of the visible URLs
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13. VanksenWatch
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05 Appendices: a screenshot of VanksenWatch
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14. VanksenWatch
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05 Appendices
Examples of offered metrics
How often has your brand been relevantly mentioned Which is the polarity of the statements about your
in one month? brand?
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15. VanksenWatch
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05 Appendices
Examples of offered metrics
In which media do Web users talk about your brand? How are you positioned compared to your
competitors?
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16. VanksenWatch
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05 Appendices
Examples of offered metrics
Where are the communities that talk
about your brand in a social media
map?
Map created in cooperation with solutions
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17. VanksenWatch
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06 About Vanksen
E-reputation specialist with 9 years of experience
 Since 2002, Vanksen has been developing a series of advanced solutions and a solid expertise
in online brand monitoring: detecting brand abuse in sponsored links or domain names,
audit or annual buzz monitoring, mapping communities and conversation hubs…
 “Nowadays major brands are looking for assistance in managing their e-reputation which
combines advanced technical solutions and a solid know-how in PR 2.0 and influence
marketing. Thanks to this efficient combination, since 2002 Vanksen has been successfully
working with brands such as SFR, Danone, Belambra, LVMH…”
Emmanuel Vivier, Vanksen CEO
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18. VanksenWatch
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06 Some examples of our references
Monitoring the
Daily monitoring Crisis management
social Web
Brand and market Brand awareness Community
audit audit identification
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19. VanksenWatch
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06 Vanksen: connecting brands & consumers
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20. Thanks you and is all ears
It will be our pleasure to answer your questions.
Email: info@vanksen.com
Phone: +352 48 90 90 336
vanksen luxembourg
7 rue des Mérovingiens
L-8070 Bertrange
Luxembourg
Tel: +352 48 90 90 339
Fax: +352 48 90 90 140
www.vanksen.com
© 2009. VanksenGroup SA, all rights reserved. All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorization.
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