Online Reputation Management, Webcare & ORM

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”


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


Outline

About Teezir




Examples

Conclusions


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


Reputations can easily be crushed online…

Product rating Sales

+16%

+8%

-10%

-31%
Source: Jupiter Research study: 2270
online shoppers


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


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).


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


Outline

About Teezir




Examples

Conclusions


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


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


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


Outline

About Teezir




Examples

Conclusions


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


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%


Online dashboard provides insight into customer online opinions
on multiple levels for both the client and her competitors


The dashboard gives an overview of actual online sentiment, subjects and
related terms in a term cloud showing both relevance and sentiments


A clear peak in volume shows on September 17; the day on which the news
around the unsuccessful negotiations with Deutsche Bank was announced


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


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”


Outline

About Teezir




Examples

Conclusions


A leading player in the Dutch telecom market used our Opinion Mining
technology to gain insight into the buzz and sentiments around telecom devices


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


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


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


The Teezir Community Monitor allows the user to slice the results
per issue, per stakeholder and per time period

Source: Teezir/Wit Community Monitor


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


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


Outline

About Teezir




Examples

Conclusions


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…


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


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


Online Reputation Management, Webcare & ORM

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (18)

Andere mochten auch

Andere mochten auch (16)

Ähnlich wie Online Reputation Management, Webcare & ORM

Ähnlich wie Online Reputation Management, Webcare & ORM (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Online Reputation Management, Webcare & ORM