1. WebCareWhy care about the web any way?

2. My Message In any analysis: Data Quality is king In any marketing / webcare effort: Control has always been an illusion The web is the best resource for insights

3. Core Values Fanatical Involvement Creative Analytics Pragmatic Approach Radical Transparency About Est. 2007 Background in marketing science 15 People [4 nationalities] Amsterdam

4. * Oxyme is a marketing insights company. Oxyme is not an software, PR, creative or media agency.

5. The building blocks of our business[es] 1 picture 1 quote can be enough Making number work Hallelujah Knew that

6. Our Clients

7. What is webcare

9. What and why of webcare

10. Brand / Reputation Management is a contradiction….

11. Your Reputation / Brand Equity is a market based asset. [Srivastava et al 1998]It resides outside of the company, and outside of your control.

12. Reputation / Brand management is a contradiction intermines

13. People are active meaning makers [Fournier 1998]And now they share

16. Innocent & Coca Cola: Closeness means high expectations and divorces

17. What are the short and long term effects of webcare on Reputation Dimensions Brand Equity Customer Life Time Value Net Promotor Score

18. Case: So what can you do with webcare

20. 5 months period

22. Tactical: Weekly Overview [PPT]

24. What did we find

25. Why they post

26. Jokes

27. People shared pictures about their broken/ repaired Senseo

29. Stress zonder Senseo“Die van onze buren is totaal zoekgeraakt. Zij waren minder blij met de ‘service’. Ze hebben weken zonder senseo gezeten, er tientallen keren achteraan moeten bellen en kregen, na heel veel gedoe, ook een nieuw apparaat. Jullie hebben dus echt mazzel!” 16-07-2009 Link Emotions: In particular stress

30. Logistics Philips kan toveren! Geloof het of niet, het is echt waar. Door de terughaal-actie van Philips moest ik mijn zwarte Senseo opsturen en wat schertst mijn verbazing… ik krijg een blauwe terug! Kijk maar… 21-06-2009 Link

31. Use Cases Operational Issues Detractor Identification Tactical Country Benchmarks Trends [Structural Breaks] Opportunities Strategic NPS Measurement Brand Impact Actions Offline Customer Care (Integration) Communication Strategy (Website) Internal Agent of Change Evaluation on KPI’s Results

32. You should care about the web because Webcare is A source of insights An agent of change Webcare however requires An organizational broad effort, not just the webcare team Research to gauge the long term effects And webcare is not A short term investment A viable alternative for customer service

33. Webcare is like Modern Art

34. Bob Rietveldbob@oxyme.com www.oxyme.com Paasheuvelweg 201105 BJ Amsterdamtel: +31 20 625 000 5fax: +31 20 203 1039 Give us a call or rock on