online reputation management, webcare & orm

© 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

Workshop Online Reputation Management

Victor van Tol

Utrecht, September, 30, 2009

About Teezir

The Impact of Word of Mouth

Unmanageable Volumes

Automatically Monitoring Online Sentiments

Examples

Conclusions

Outline

2 20090930 Workshop Online Reputation Management

• Teezir is based on a solid foundation of

Information Retrieval expertise from both the

Academic and Business society.

• As a results of a number of innovative and

groundbreaking projects in close cooperation

with leading corporations and research

institutes, Teezir Search Solutions was

created in 2006.

• Teezir helps it clients dealing with

unstructured information in order

to improve its current business and/or develop

new businesses.

• Teezir helps its clients transform into

new business models by leveraging large

amounts of complex and unstructured

information using innovative Search Solutions.

Our solutions revolve around finding Experts & Document, Employees &

Jobs, Sentiments & Opinions or Focused Content

3

Employees

& Jobs

Sentiments

& Opinions

Experts &

Documents

Focused

Content

Expert Finder

People Tracker

Document finder

Enterprise search

Document reviewer

…...

CV Matching

Vacancy Finder

Interim manager locator

Competition HR scanner

People profiler

……

Music detection

Image retrieval

Theme-channels

Find similar

Focused crawling

……

Opinion Mining

Brand mgt

Reputation mgt

Marketing Evaluation

Product Launch

……

“Forget about Structure, Deal with Chaos”

20090930 Workshop Online Reputation Management

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


About Teezir




Examples

Conclusions

Outline


• 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

People are influenced by their peers…

6

Source: The Nielsen Company, April 2009


%

Reputations can easily be crushed online…

7

Source: Jupiter Research study: 2270

online shoppers

Product rating Sales

+16%

+8%

-10%

-31%


LockPick.mpg

http://www.youtube.com/watch?v=OhBmWxQpedI

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


• 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

• 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

brought

Direct profit

Useful insights

Mentos.avi

Mentos.avi

Mentos.avi

http://www.youtube.com/watch?v=hKoB0MHVBvM

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


• 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).

Automobile Industry

http://www.big-boards.com/



Industry example: Travel Industry

The growth of social media in the travel industry has been phenomenal


• 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

Travel Industry

Source: Imedia

About Teezir




Examples

Conclusions

Outline


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

14

Source:www.emarketer.com, january 2009

• 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


http://www.emarketer.co,m/

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

About Teezir




Examples

Conclusions

Outline


Opinion Mining

Opinion Mining solutions automatically measure

the perceptions around a product or organization

• 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

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

• Our solutions follow a structured process in order to

deliver relevant and trustworthy opinions and sentiments

on the topic at hand:

1. Collect content from relevant sources (internal or

external) on the topic (e.g. your brand, your product, a

person, …)

2. Extract relevant metadata

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

Index

1

3

2

4

5

67%

33%

67%

33%∑


Online dashboard provides insight into customer online opinions

on multiple levels for both the client and her competitors

20090930 Workshop Online Reputation Management19

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: “Oplichting ABN AMRO Privelimiet Plus doorlopend krediet”

Subject: “ABN AMRO: Betalen voor nieuwe identifier bij lege batterij”

About Teezir




Examples

Conclusions

Outline


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

26

0%

50%

100%

Samsung U600 Nokia 6300 Nokia 6230i LG Shine Apple iPhone Nokia N95

Batt

ery

0%

100%

Mp

ixels

0%

100%

Dis

pla

y

0%

100%

Weig

ht

0%

100%

Usab

ilit

y

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

27

0%

50%

100%

Samsung U600 Nokia 6300 Nokia 6230i LG Shine Apple iPhone Nokia N95

Batt

ery

0%

100%

Mp

ixels

0%

100%

Dis

pla

y

0%

100%

Weig

ht

0%

100%

Usab

ilit

y

Source: Teezir Telecom Crawl, September 2008

.. Unfortunately, I think the biggest

disadvantage of this phone that the

battery is empty so quickly…

...

.. then the battery is pretty empty at night

The display is clear, even during the

huge amount of sun in the last few

weeks…

…usability and all the necessary

functions are good…


Automatic analysis of Word of Mouth can signal problems and provide insight

in the underlying reasons so your company can act accordingly

28

Source: Teezir Telecom Crawl, May 2008


Source: Teezir/Wit Community Monitor

The Teezir Community Monitor allows the user to slice the results

per issue, per stakeholder and per time period


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

http://www.youtube.com/watch?v=XwMArpWAH70

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


About Teezir




Examples

Conclusions

Outline


Some lessons learned to take home….


• Monitor? Webcare? Customer Service? PR ? Campaign Management? ….

1. Determine your objectives upfront

• Garbage in = Garbage out

2. Data Quality is key: define your sources and monitor your blind spot!

• Determine what you want to measure as you can get lost in all the data

3. Define your main KPI‟s

• Monitoring and analysis can be automated. Interpretation and conversation can‘t

4. Automate what can be automated

• Include your stakeholders and competitors. For sure they are watching you as well…

5. Go beyond your own organization and watch your environment

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

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

34

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For more information, please contact us !

3535

Victor van TolManaging Director

M +31 (0)6 - 1088 6451T +31 (0)30 - 267 9648E [email protected] www.teezir.com

Kanaalweg 17-LE, 3526 KL Utrecht

online reputation management, webcare & orm

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