Harvested conversations from the web about banks in the UK and the USA

1. This presentation contains proprietary/confidential company information. All unauthorized distribution prohibited. Any unauthorized recipient please immediately notify Digital-MR by email at info@digital-mr.com Web Listening – Banking Example www.digital-mr.com

2. Topics

3. Listening framework The DigitalMR Approach A taxonomy can be created for each product/service category in order to track sentiment accurately. Parsing Parsing Parsing Classification Classification Taxonomy Counting Terms Keyword Sentiment Feature-Level Sentiment

4. Listening VoC Communities Analyzing large volumes of unstructured data Web Call Centre CRM DB Surveys Unstructured Sources Software Tools Curation Insights

5. Frequently Asked Questions & Answers Are the kind of people who post comments on the web representative of the clients of a brand? A: No they are representative of the people who have access to the internet and are inclined to voice their opinion. Are the people who post comments on the internet an important enough group for my brand? A: Yes since they make their opinion public for everyone to see. Their impact can be much higher than one can measure. Does everyone’s posted comment have the same influence on the market perception of my brand? A: No it depends on the person who posts a comment and their personal influence e.g. No. of followers, celebrity etc. When a web-listening report is set-up do I only get comments harvested from that point in time onward? A: No back-data is available as long as the posts are still on the internet with the date of the post registered.

6. Sample insights ReportBanking USA/UK

7. Share of Voice by Bank

8. Negative and Positive Share of Voice

9. Banking - # of Posts by Source Drill-down level 1

10. Share of Voice on Twitter by Bank Drill-down level 2

11. HSBC Sentiment on Twitter Drill-down level 3

12. HSBC Negative Sentiment on Twitter Drill-down level 4

13. Posts from “My 3 Cents” by Sentiment

14. My “3 Cents” Negative Sentiment by Bank

15. Post Frequency of Banking Features

16. BoA Sentiment by Feature

17. Negative Sentiment for BoA – Customer Service Drill-down to find out what they say

18. Further drill-down to the Actual comments on the Websites where they posted the Comments.

19. Banking - Conclusions & More Questions

20. NEW: Banking Monthly Syndicated Report Launching Month: October 2010. Deliverables: Monthly powerpoint report with recommendations and access to online data for custom analysis. Presentation and action planning workshop optional. Annual syndicated report price for the launching customers: £12,000 (includes 12 reports) . For comparison purposes, price for a customized tracking program: £42,000 per annum.

23. Duration: Half a Day

24. Participants: Multi-department, multi discipline # of Mentions Sentiment Features Individual Comments PR Product Development Marketing/ Market Research E-Commerce Brick & Mortar

25. DigitalMR Ltd. Contact: Michalis A. Michael mmichael@digital-mr.com Trading Address: 9 Coldbath Square :: London :: EC1R 5HL :: UK Registered in England No. 07237941 - Registered Office: The Grange :: 100 High Street London :: N14 6TB :: UK :: Dir +44(0)207520 1510 Mob +44 (0) 7515710370 www.digital-mr.com