Fisheye Analytics is a media monitoring and analytics service that aggregates media data from traditional and social media sources. It provides tools like the Media Lens to help users easily read, filter, and analyze large volumes of media coverage. The Media Lens allows filtering by metrics such as influence, reach, sentiment, geography, and concepts. It also provides analytics on the social media impact and similarity of articles. Reports can be generated manually or ordered from Fisheye as a paid service. Training covers basic functions of the Media Lens like setting keywords and filters, as well as advanced searches and creation of media lists.

1. Fisheye Analytics We know what is important. We know who is important. Worldwide. Training March 2011

2. About Fisheye Analytics A media monitoring and analytics service that aggregates media data in order to deliver reliable media monitoring services and research-quality media-related insights. ? We connect traditional and social media. No Name No Name

3. Fisheye Tools / Agenda Media Lens - Basic Daily reading Fast overlook and reporting Daily Email Account Manager Tool Set up Clients Set up Keywords Media Lens – Advanced Filtering Sorting Media Graph (in development) Mini Reports Manual Reports PR Sensor easy way to check performance in niche markets

4. Media Lens We know what is important. We know who is important. Worldwide. The fastest way March 2011

5. The Fisheye Media Lens Print clippings come via email, your twitter account is analyzed via a web service. You follow several accounts on Facebook and a colleague reads 77 Google alerts daily. We integrate all media into one single interface: The Fisheye Media Lens. Easy – Allarticles: news, blogs, Twitter, Facebook, videos –directly accessible Fast – Quickly read your media coverage by instantly filtering through it by topic, country, date and influence. Every article pre-analyzed for metrics, such as reach and sentiment Smart – Monitor the cross-over from traditional to social media to see which messages are the most ‘viral’

7. Applying a date range

8. Filtering & Sorting

9. Downloading Articles OR Analytics6

10. The Fisheye Media LensOverview 7 Your keyword Date range Current filters Analytics console Articles list

11. Read Easy

12. Read Easy

13. Choosing and applying keywords Before reading / analyzing: you need to select the keyword you want to work with. One can COMBINE keywords so that any search and analytics is done in BOTH keywords together (key1 AND key2) One can make keywords a DEFAULT, every time you log in you will start with this keyword

14. Applying a date range To change the date range, simply click on the calendar icons and adjust accordingly, then click APPLY. For daily reading the date range should be changed to reflect From:yesterday’s date To:today’s date OR since the last log in

15. Basic sorting and filtering options Reading is made more convenient because you may instantly sort and filter your data by clicking on any of the pre-set sorting options at the top of the page or by clicking on the options on the right hand side. You can apply multiple options at the same time. Sorting options include Social impact Influence Date Media type Filter options via Analytics page Sentiment Language Country (note: not all articles are country tagged) Search WITHIN a Keyword

16. Simple filtering for any word You may pull out articles that contain any word by using the Search field on the top left hand side. Syntax to use: For a single search term, simply type in Xperia To search for a phrase, type in “Xperia Play” For two search terms, type in “Xperia Play” OR “Xperia Arc”

17. Sorting by Influence or Social Impact To see the ‘most important’ articles on the top of the list you can choose to sort by: Influence: how credible a source is based on traffic figures Social Impact: how ‘viral’ an article is based on its digital footprint on social sharing channels Simply click on any of the sorting options and the list will be re-arranged with the most important articles on top. If you need to clear filters, just click on Clear filters (see red arrow)

18. Email Alerts We know what is important. We know who is important. Worldwide. Adopting to the clients March 2011

19. Email Alerts One can get several Email alerts a day. Two different alerts are available: one Email on SEVERAL keywords (only top 5 hits) one Email with first 100 hits on ONE keyword Emails get set up by mailing to service@fisheyeanalytics.com Note: An Email Alert is OLD 1h after it was send. Most up to date is still the Media Lens 16

20. How to Start We know what is important. We know who is important. Worldwide. Setting up Clients March 2011

21. Set Up a Client account As a first step one needs to register a client. Once a client is registered, Brands2Life will have 4 weeks to convert this client into a lead before we start charging

22. Find the Perma Link Every user has a so called “Perma Link”. He can access the system WITHOUT any log in.

23. Control the Usage Is your client using the Perma Link? Is he working with it?

24. Setting up Keywords Step 1: go to the Perma Link All these words Any articles containing all three words Sony, Ericsson and K750 will be picked up by our system for analysis, even if these are words not found together in a phrase. Each word is taken as one individual word. This Exact wording or phrase Only articles which contain the exact phrase ‘Sony Ericson k750’ will be picked up by our system for analysis. One or more of these words Any articles containing any one of the words Sony, Ericsson or K750 will be picked up by our system for analysis.

25. Other Functions Any of these unwanted words – Articles containing any of the words here will be automatically left out for analysis. This function comes in particularly useful when you are tracking an acronym. For example, if you were tracking WWF for the World Wildlife Fund and you do not want to get any irrelevant articles on wrestling, you would want to type in this column World Wrestling federation. Baseword is how the sentiment of the article will be judged. That is, sentiment will be determined in relation to this base word as opposed to the sentiment of the article in general. If the keyword you are analyzing is the phrase Sony Ericson K750, you would type in this field: Sony Ericson K750

26. Media Lens Advanced We know what is important. We know who is important. Worldwide. Next Level March 2011

27. Advanced searches Advanced searches are applied when you need highly specific or multi-layered filters. Click on the Advanced Search option on the top right. A pop-up window will open. 24

28. Advanced searches continued Remember to choose the keyword that you would like to search within first. In the example shown, it is Sony Ericsson. Unless you are doing recurring research for a particular date range, always select the Anytime option. Use any of the filtering options below to include the filters you want, such as by country and by media list. Media lists will be dealt with later in the training deck. 25

29. Advanced searches: filtering by words Unless you are comfortable with boolean logic, click on the Need help with Boolean? option. Use the fields to get the exact articles you want. In the example given, I want to only see articles that feature the Sony Ericsson K750 but do not feature Nokia. In with all of the words, I will type in ‘Ericsson’ and ‘K750’. In without the words, I type in Nokia. This way, only articles that contain ‘Ericsson’ AND ‘K750’ will be pulled up. Those that contain ‘Nokia’ will be filtered out. Note you should not use a comma or any other punctuation. 26

30. Advanced searches: filtering by phrases If I want only articles that have the full phrase ‘Sony Ericsson K750’ but, as before, I want to exclude articles that also mention Nokia, then I will use the with the exact phrase field. In with the exact phrase, I will type in ‘Sony Ericsson K750’. In without the words, I type in Nokia. This way, only articles that contain ‘Sony Ericsson K750’ will be pulled up. Those that contain ‘Nokia’ will be filtered out. 27

31. Advanced searches: filtering by any word If I want only articles that mention at least one of Sony Ericsson’s mobile phone models, I use the with one of more of the words field. In with one of more of the words , I will type in all of the different models’ names. This way, articles that contain either ‘Xperia’ OR ‘K750’ OR ‘Zylo’ OR ‘Vivaz’ will be pulled out. Note, you should not use a comma or any other punctuation. 28

32. Saving your search When you are done setting up your advanced searches, you can choose to either click on Search (for instant one-time searches) or you can Save as keyword (for recurring searches of the same type). I want to create a new keyword which will help me read articles only from Australia everyday. Here I will search within ‘Sony Ericsson APAC’ check ‘Anytime’ and pick country ‘Australia’. Finally, I will click Save as keyword 29

33. Saving your search The Media Lens will prompt me to name my new search and save it in an existing folder or a new folder. Thereafter, it will be in the list of keywords on the top left corner and I will be able to select it anytime. Here, I’ve chosen to save my keyword as “SE Australia” and create a new folder called “Australia”. To complete the save, I simply press the Create Keyword button. 30

35. To begin, go to the Media Lists option31

37. Type in the name of the publication that you want included in your analysis, then click on Add Source.1 2 32

39. Then select the media list you created, click anywhere outside of the drop-down list to close it, then click Search33

41. Select the relevant media list and type in the name of the publication that you want included in your analysis, then click on Add Source.

42. Your keyword will automatically be updated. 34

43. Media Graph We know what is important. We know who is important. Worldwide. In development March 2011

45. Pay As Service – Order a Report (standard)

46. Pay As Service – Order a Report (full)36

48. Once you have put the desired filters on your media data set, click on Export. You may choose to export articles or analytics. The results will be restricted to the filtered articles that you see in the Media Lens. Then simply click Download.37

49. Manual Report Most of the reporting can be done via xls and powerpoint. Fisheye offers a support on this reporting. 38

50. Pdf Report There are two level of reports. Standardized pdf reports and manual reports.

51. Vision to Come We are working on a revamp of the OLD graphical interface. OLD New

52. Thank you Contact thomas.bage@fisheyeanalytics.com 41

53. Back Up We know what is important. We know who is important. Worldwide. Training March 2011

54. Metrics - Explanation Our metrics

55. Why do we need metrics? To make "sense out of media“, just aggregating information won’t do. We need to categorize and analyze it too. To do this, we offer metrics* for three different levels. Editorial Marketing Value · Net Promoter Score · Social Media Impact · Reach Clicks from Sharing Sites· Comments Facebook "Likes” · Re-Tweets · Diggs · Similarity Sentiment · Influence · Language · Country . Author · Source . Media type *Refer to the end of the appendix for the full list of metrics

56. SMI - Social Media Impact Social Media responses are an indication of how important an article is. How many people have reacted to your article? We capture all reactions across all social sharing channels. Aggregation of social shares Facebook likes and comments N All comments on the news article WSJ Le Monde All comments on the blog article All Tweets that of the article All clicks on the article’s bit.ly link All shares on Google Buzz All recommendations on Reddit In this example “The Times” article has the highest Social Media Impact

57. Credibility / Influence Credibility is computed at the source-level. The more read a source is, the more influential it is. Sources are assigned credibility ratings according to internet usage indicators. High influence Lutz’s blog Mid influence Jack’s Tweet Low influence

58. Sentiment Automated sentiment reading is a two-stage process and is always done in relation to a keyword. Today’s iPad 2 event did not disappoint. While there were no real surprises for people following the iPad 2 rumor mill, it looks like a great upgrade over the original iPad. In fact, some say the iPad 2 is an awesome device. Reading: Positive Identify nature of keyword Compare associated expressions against pre-analyzed texts in the same genre Assign positive, neutral or negative sentiment reading Sentiment is an index which helps to categorize large data sets. Automated sentiment reading has different levels of correctness depending on the language used and the specific context of an article. Fisheye Analytics offers a statistical reading for correctness of the reported automated sentiment. Manual reading on the part of the client is recommended where understanding nuanced opinions is important. Automated sentiment can be customized for specific corpora, for example, politics, and for language types, on a project basis.

61. who wrote them

62. how much they are worth

63. how many people they reached

64. the social media impact of each articleNo Name No Name Press Release

66. Language

67. Media type

68. Author

69. Source publication or social media publisher