Social Media Analytics- Beyond the tools

Aleksander M. StensbyMonitoring Social Media Bootcamp

March 2010

Presentation outline

What does your tool do?

The human element?

Real Life

•This is the most common question asked of us by big brands seeking to better understand Social Media

•Social media is creating a lot BUZZ... It is only relatively new to big brands... And it appears to be a pretty confusing space

•There are 10’s if not 100’s of tools on the market claiming to be THE ANSWER to a brand’s needs for social media access and analysis

•Well presented dashboards, sentiment data, and CRM interfaces LOOK GREAT.... But do they do a GOOD job?

•To answer that questions, you need to ask, “What’s the job?”

What does your tool do?

•This is the job big brands ask us to do:• Accurately track and measure ALL relevant Social Media mentions• Allow us to define the competitive landscape• Allow us to define the categories for tracking that are relevant for us• Allow us to find our lead influencers and learn from their conversations• Allow us to learn actionable insights from online conversations• Allow us to access the information in the way we want• Work with us to integrate Social Media into our measurement systems

•We provide a SERVICE to clients to meet the needs of the question they ask

•We DO NOT sell Tools alone

•Without the HUMAN element and the use of experienced analysts... There are no simple button you can press to get THE ANSWER

The Human Element

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•The Data Universe

•The Brand Taxonomy

•The Category Taxonomy

•Concept mining, Location and Influencers

•BUZZ and Sentiment Measurement

•Customised integration with client’s key measurement systems

•In our experience, most big brands are not looking for TOOLS, they are looking for SOLUTIONS... We provide SOLUTIONS

Real Life

Raw dataShard 1

Integrasco WoM Portal 2.0

Raw dataShard 2

Raw dataShard 3

Raw dataShard 4

Raw dataShard 5

Raw dataShard 6

Raw dataShard m

Data Access Service

Search Index – Shard 1 Search Index – Shard 2 Search Index – Shard n

The Data Universe (1 of 2)

Raw dataShard 1

Raw dataShard 2

Raw dataShard 3

Raw dataShard 4

Raw dataShard 5

Raw dataShard 6

Raw dataShard m

Storage AgentsA1 A2 A3 A4

Buffer

CrawlersC1

C13

C2

C14

C3

C15

C4

C16

C5

C17

C6

C18

C7

C19

C8

C20

C9

C21

C10

C22

C11

C23

C12

C..

The Data Universe (2 of 2)

(Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light orange" -subject:"light orange" -("color orange"~3) -subject:("color orange"~3) -("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )

The Brand Taxonomy

(((schermo OR luminosità OR luminosita OR risoluzione OR schermi OR controluce OR resoluzioni OR "A tutto schermo") OR (Pantalla OR resolución OR resolucion OR pantallas OR pulgada OR pulgadas OR resoluciones) OR (skjerm OR lysstyrke OR oppløsning OR skjermer OR kontrast OR glass OR tomme OR tommer OR baklys OR oppløsninger OR lysere) OR (Bildschirm) OR (Écran OR Afficher OR résolution OR "rétro-éclairage") OR (screen OR display OR brightness OR bright OR resolution OR protector OR glossy OR matte OR screens OR displays OR contrast OR viewing OR glass OR inch OR inches OR backlight OR "back light" OR lcd OR resolutions OR brighter OR widescreen OR "wide screen") OR ((屏幕 ) OR (显示) OR (亮度) OR (明亮的) OR (分辨率) OR (保护膜) OR (光滑的) OR (无光粗糙层) OR (屏幕) OR (显示) OR (对比) OR (浏览) OR (玻璃) OR (寸) OR (几寸) OR (背光) OR (分辨率) OR (更明亮) OR (宽屏)) OR (tela OR resolução OR telas OR resoluçoes)) OR ((Tastatur) OR (Teclado OR teclas OR tecla OR "palanca de mando" OR teclados OR deslizante) OR (tastatur OR taster OR tast OR "trykke på" OR taste OR skrolle) OR (Tastiera OR tasti OR tasto OR tastiere OR "Tasto morbido") OR (clavier) OR (keyboard OR keypad OR dpad OR pad OR qwerty OR "navigation keys" OR keys OR key OR joystick OR navi OR pressing OR keyboards OR pressed OR slideout OR "slide out" OR typing OR scroll OR scrolling OR wheel OR softkey) OR ((键盘) OR (键盘) OR (衬垫) OR (导航键) OR (按键) OR (按键) OR (摇杆) OR (按) OR (键盘) OR (按) OR (滑出) OR (键入) OR (滚屏) OR (滚屏) OR (滚轮) OR (软键))) OR (("Portrett modus" OR "Landskap modus" OR "Finger vennlig" OR landskapsmodus OR portrettmodus OR fingervennlig) OR (touchscreen OR (touch AND NOT ("htc touch"~2 OR "touch pro" OR "touch hd")) OR stylus OR flo OR handwriting OR haptic OR haptics OR touchscreens OR tactile OR touchsensitive OR "portrait mode" OR "landscape mode" OR "landscape oriented" OR "portrait oriented" OR landscapemode OR landscapeoriented OR portraitmode OR portraitoriented OR fingerfriendly OR touchscreenbased OR touchbased OR touchscreenenabled OR touchenabled OR styluses OR touchsmart OR gestures OR multitouch OR touchpanel OR haptikos) OR ((触摸屏) OR (手写笔) OR (手写) OR (触摸屏) OR (可触摸的) OR (肖像模式) OR (风景模式) OR (风景优先) OR (肖像优先) OR (风景模式) OR (风景优先) OR (肖像模式) OR (肖像优先) OR (便于手指操作的) OR (基于触摸屏的) OR (基于触摸的) OR (可用触摸屏的) OR (可用触摸的) OR (手写笔) OR (智能触摸) OR (姿势) OR (多触点) OR (触摸板)) OR (caligrafia OR "Modalidade retrato" OR "Modalidade paisagem" OR "Orientado ao paisagem" OR "Orientado ao retrato" OR modalidadepaisagem OR Orientadoaopaisagem OR Modalidaderetrato OR Orientadoaoretrato OR "Fácil de usar com os dedos") OR (stilo OR "Sensibile al tatto" OR "Modalità ritratto" OR "Modalità paesaggio" OR "Orientato al paesaggio" OR "Orientatato al ritratto" OR modalitapaesaggio OR orientatoalpaesaggio OR modalitaritratto OR orientatoalritratto OR "Facile di usare con le dita") OR ("Pantalla táctil" OR "pantalla tacil" OR puntero OR Escritura OR caligrafia OR "pantallas táctiles" OR "pantallas tactiles" OR "Sensible al tacto" OR "Modalidad de retrato" OR "Modalidad de paisaje" OR "Orientado al paisaje" OR "Orientado al retrato" OR Modalidaddepaisaje OR Orientadoalpaisaje OR Modalidadderetrato OR Orientadoalretrato OR "Fácil de usar con los dedos" OR Punteros OR multitáctil)) OR ((schön) OR ((设计) OR (漂亮的) OR (苗条的) OR (外表) OR (紧凑的) OR (轻量级的) OR (设计) OR (丑陋的) OR (美学的) OR (笨重的) OR (微笑的) OR (极漂亮的) OR (人体工程学) OR (更大) OR (华而不实的) OR (最小) OR (华丽的) OR (吸引) OR (时髦的) OR (新颖的) OR (滑盖) OR (完成) OR (感觉) OR (感觉) OR (多维) OR (雅致的) OR (时髦的) OR (风格) OR (设计) OR (块状糖) OR (更薄) OR (更小) OR (薄) OR (更轻) OR (人体工程学) OR (金属质感的) OR (重) OR (更重) OR (厚度) OR (厚) OR (更厚) OR (更大) OR (印象深刻的) OR (圆圆的) OR (优雅的) OR (重量) OR (时尚) OR (人体工程学) OR (因素)) OR ((diseño) OR (delgado) OR (apariencia) OR (compacto) OR (liviano) OR (diseñado) OR (Feo) OR (Estética) OR (estetica) OR (Voluminoso) OR (grueso) OR (Pequeño) OR (impactante) OR (Ergonomía) OR (ergonomia) OR ("Más grande") OR ("mas grande") OR (atrayente) OR ("más pequeño") OR ("mas pequeño") OR (Hermoso) OR (bonito) OR (lindo) OR (atraer) OR (Elegante) OR ("con clase") OR (Innovador) OR (Deslizante) OR (dimensiones) OR (Liso) OR (elegante) OR ("con estilo") OR (estiloso) OR (estilo) OR (diseños) OR (barra) OR ("Más delgado") OR ("más Delgado") OR ("Más liviano") OR ("mas liviano") OR (Ergonómico) OR (ergonomico) OR (Metálico) OR (metalico) OR (Pesado) OR ("Más pesado") OR ("mas pesado") OR (grosor) OR (grueso) OR ("Más grueso") OR ("mas grueso") OR (impresionante) OR (redondeado) OR (elegante) OR (moda)) OR (desenho OR Belo OR lindo OR delgado OR aparência OR compacto OR desenhado OR Feio OR estética OR volumoso OR Pequeno OR Ergonomia OR atraente OR "mais pequeño" OR atrair OR chique OR acabamento OR sensação OR dimensoes OR Elegante OR chique OR estilo OR desenhos OR "Mais magro" OR "Mais pequeño" OR magro OR Ergonomico OR Metálico OR metalico OR Pesado OR "Mais pesado" OR Espessura OR grossura OR Grosso OR espesso OR "Mais grosso" OR "mais espesso" OR "Mais grande" OR impressionante OR arredondado OR elegante OR Peso OR Moda OR Fator) OR (vakker OR tynn OR utseende OR kompakt OR lettvekt OR designet OR stygg OR klumpete OR liten OR større OR minst OR appellerende OR innovativ OR føles OR dimensjoner OR stilig OR stil OR tynnere OR mindre OR tynn OR lettere OR ergonomisk OR tung OR tyngre OR tykkelse OR tykk OR tykkere OR imponerende OR avrundet OR vekt OR mote) OR (design OR slider OR weight OR fashion OR ergonomic OR factor OR finish OR feel OR feels OR dimensions OR sleek OR stylish OR "like style"~5 OR designs OR candybar OR thinner OR smaller OR thin OR lighter OR ergonomic OR metallic OR heavy OR heavier OR thickness OR thick OR thicker OR larger OR impressive OR rounded OR elegant OR beautiful OR slim OR appearance OR compact OR lightweight OR designed OR ugly OR aesthetics OR bulky OR tiny OR stunning OR ergonomics OR bigger OR "eye candy" OR smallest OR gorgeous OR appeal OR classy OR innovative) OR (Bello OR carino OR aspetto OR compatto OR leggero OR disegnato OR Brutto OR estetica OR voluminoso OR Piccolo OR sbalorditivo OR ergonomia OR attraente OR appello OR "Di classe" OR innovativo OR slider OR finitura OR sensazione OR "Si sente" OR dimensioni OR liscio OR elegante OR stile OR candybar OR "Più sottile" OR sottile OR Piú leggero OR Ergonomico OR metallico OR pesante OR "Più pesante" OR "piu pesante" OR spessore OR grosso OR "Più grosso" OR "piu grosso" OR "Più grande" OR "piu grande" OR imponente OR arrotondato OR fattore) OR ((magnifique) OR (léger) OR (esthétique) OR (ergonomie) OR (innovantes)))) AND (("sony ericsson" OR "sony ericson" OR "sony erikson" OR "sony-ericsson" OR "sony-ericson" OR "sony-erikson" OR Сони OR эриксон OR ериксон OR "Сони ериксон" OR "Сони-ериксон" OR "Сони эриксон" OR "Сони-эриксон" OR ericsson) OR ((W380 OR W380i)) OR ((W900 OR W900i)) OR ((K200 OR K200i) OR (K205 OR K205i) OR (K220 OR K220i) OR (K300 OR K300i) OR (K310 OR K310i) OR (K320 OR K320i) OR (K500 OR K500i) OR (K510 OR K510i) OR (K530 OR K530i) OR (K550 OR K550i) OR (K600 OR K600i) OR (K610 OR K610i OR k610m) OR (K630 OR K630i) OR (K700 OR K700i) OR (K790 OR K790i) OR (k508 OR k508i) OR (k608 OR k608i) OR (k618 OR k618i) OR (k818 OR k818i) OR (k858 OR k858i)) OR ((se OR ericsson OR sony OR sonyericsson) AND (cs5 OR "cs 5")) OR (jalou AND (dolce OR gabbana OR "dg edition")) OR ((W200 OR W200i)) OR ((w302 OR "w 302" OR w302i)) OR (idou OR satio) OR (w995 OR w995i OR "w 995" OR hikaru) OR (((sony OR ericsson OR sonyericsson OR se) AND (v600 OR v600i OR "v 600" OR nanami OR yui)) OR ((v630 OR v630i) OR (v640 OR v640i) OR (v800 OR v800i))) OR ((t303 OR t303i OR "t 303")) OR (m600 OR m600i OR "m 600") OR ((r300 OR r300i OR "r 300")) OR (("sony ericsson" OR se) AND ( Naite )) OR (c702 OR c702i OR "c 702") OR ((w890 OR "w 890" OR w890i)) OR ((t700 OR t700i OR "t 700")) OR ((g502 OR g502i OR "g 502")) OR ((K770 OR K770i OR "k 770")) OR ((w980 OR "w 980" OR w980i)) OR ((j132 OR j132i OR "j 132")) OR ((g705 OR g705i OR g705u OR "g 705")) OR ((r306 OR r306i OR "r 306")) OR ((p1 OR p1i)) OR ((t270 OR t270i OR "t 270")) OR ((w715 OR w715i)) OR ((w705 OR "w 705" OR w705i OR w705u)) OR ((w910 OR "w 910" OR w910i)) OR ((w705 OR "w 705" OR w705i OR w705u)) OR ((z770 OR "z 770" OR z770i)) OR ((ericsson OR sony) AND kiki) OR (((sony OR ericsson OR xperia) AND (rachel OR racheal)) OR rachael) OR ((se OR sony OR ericsson OR sonyericsson) AND (f500 OR f500i OR "f 500")) OR ("ericsson bao"~4 OR "sony bao"~4) OR (("sony ericsson" OR se) AND ( C901 OR GreenHeart )) OR (tm506 OR "tm 506" OR tm506i) OR ((W950 OR W950i OR "w 950")) OR ((se OR ericsson OR sony OR sonyericsson) AND ((S500 OR s500i) OR (S600 OR s600i) OR (S700 OR s700i) OR (S710 OR s710i))) OR (yari) OR ((w902 OR "w 902" OR w902i)) OR (c510 OR c510i OR "c 510") OR ((s500 OR s500i OR "s 500")) OR ((J100 OR J100i) OR (J110 OR J110i) OR (J120 OR J120i) OR (J200 OR J200i) OR (J210 OR J210i) OR (J220 OR J220i) OR (J230 OR J230i) OR (J300 OR J300i)) OR ((T68 OR T68i) OR (T100 OR T100i) OR (T105 OR T105i) OR (T200 OR T200i) OR (T206 OR T206i) OR (T230 OR T230i) OR (T250 OR T250i) OR (T280 OR T280i) OR (T290 OR T290i) OR (T300 OR T300i) OR (T310 OR T310i) OR (T600 OR T600i) OR (T606 OR T606i) OR (T608 OR T608i) OR (T610 OR T610i) OR (T650 OR T650i) OR (T630 OR T630i)) OR (c902 OR c902i OR "c 902") OR ((w760 OR "w 760" OR w760i)) OR (X2 OR (( "sony ericsson" OR "SE" ) AND vulcan) OR ( xperia AND vulcan)) OR ((p990 OR p990i OR "p 990")) OR ((k660 OR k660i OR "k 660")) OR ((g900 OR g900i OR "g 900")) OR (d750 OR "d 750" OR d750i) OR ((k850 OR k850i OR "k 850")) OR (aino) OR ((K810 OR K810i)) OR ((sonyericsson OR se) AND (t715 OR t715i)) OR ((W300 OR W300i) OR (W550 OR W550i) OR (W600 OR W600i) OR (W700 OR W700i) OR (W710 OR W710i) OR (W810 OR W810i) OR (W830 OR W830i) OR (W850 OR W850i) OR (w508 OR w508i) OR (w707 OR w707i) OR (w750 OR w750i OR frankenphone) OR (w790 OR w790i) OR (w958 OR w958i) OR (w970 OR w970i) OR (w999 OR w999i)) OR ((w800 OR "w 800" OR w800i)) OR ((W660 OR W660i)) OR (c901 OR c901i OR "c 901") OR ((z780 OR "z 780" OR z780i)) OR ((w350 OR "w 350" OR w350i)) OR ((g700 OR g700i OR "g 700")) OR ((W580 OR W580i)) OR ((P800 OR p800i) OR (P900 OR p900i) OR (P910 OR p910i) OR (p970 OR p970i) OR (p700 OR p700i) OR (p1000 OR p1000i) OR (p950 OR p950i) OR (p915 OR p915i) OR (p9xx) OR (p930 OR p930i)) OR ((xperia OR x1)) OR ((DS970 OR "DS-970" OR "HBH-DS970" OR "DS 970") OR (DS980 OR "DS-980" OR "HBH-DS980" OR "DS 980") OR (MPS70 OR "MPS-70" OR "HBH-MPS70" OR "MPS 70") OR (MDS65 OR "MDS-65" OR "HBH-MDS65" OR "MDS 65") OR (DS200 OR "DS-200" OR "HBH-DS200" OR "DS 200") OR (DS220 OR "DS-220" OR "HBH-DS220" OR "DS 220") OR (GV435 OR "HBH-GV435" OR "GV-435") OR (IV835 OR "IV-835" OR "IV 835" OR "HBH-IV835") OR (PV705 OR "PV-705" OR "PV 705" OR "HBH-PV705") OR (HCB100 OR "HCB-100" OR "HCB 100") OR (HCB120 OR "HCB-120" OR "HCB 120") OR (MBR100 OR "MBR-100" OR "MBR 100") OR (HPM85 OR "HPM-85" OR "HPM 85") OR (HGE100 OR "HGE-100" OR "HGE 100") OR (HBH300 OR "HBH-300" OR "HBH 300" OR "akono 300") OR (HBH600 OR "HBH-600" OR "HBH 600" OR "akono 600") OR (HBH602 OR "HBH-602" OR "HBH 602" OR "akono 602") OR (HBH608 OR "HBH-608" OR "HBH 608" OR "akono 608") OR (HBH610 OR "HBH-610" OR "HBH 610" OR "akono 610" OR hbh610a OR "hbh-610a" OR "hbh 610a") OR (HBH660 OR "HBH-660" OR "HBH 660" OR "akono 660") OR (HBH662 OR "HBH-662" OR "HBH 662" OR "akono 662") OR (HBH-DS205 OR DS205 OR "HBH 205" OR "DS 205")) OR ((s312 OR s312i OR "s 312")) OR ((k330 OR k330i OR "k 330")) OR (((se OR ericsson OR sony OR sonyericsson) AND ((Z300 OR Z300i) OR (Z310 OR Z310i) OR (Z320 OR Z320i) OR (Z500 OR Z500i) OR (Z520 OR Z520i) OR (Z550 OR Z550i) OR (Z600 OR Z600i) OR (Z610 OR Z610i OR miyu) OR (Z710 OR Z710i))) OR (((Z200 OR Z200i) OR (Z250 OR Z250i) OR (Z525a OR Z525i OR Z525) OR (Z530 OR Z530i) OR (Z555 OR Z555i) OR (z558 OR z558i) OR (Z700 OR Z700i) OR (Z750 OR Z750i) OR (Z800 OR Z800i) OR (Z1010 OR Z1010i)))) OR (w395 OR w395i OR "w 395") OR ((s302 OR s302i OR "s 302")) OR ((w715 OR w715i)) OR (c905 OR c905i OR "c 905" OR shiho) OR (w518 OR w518i OR "w 518") OR ((se OR ericsson OR sony OR sonyericsson) AND (cs8 OR "cs 8")) OR ((k800 OR k800i OR "k 800")) OR ((w595 OR "w 595" OR w595i OR w595s)) OR ((k750 OR k750i OR "k 750")) OR ((f305 OR f305i OR "f 305")) OR (jalou) OR ((W610 OR W610i)) OR (c903 OR c903i OR "c 903") OR ((W880 OR W880i)) OR ((t707 OR t707i OR "t 707")) OR ((W960 OR W960i OR "w 960")) OR ((W205 OR W205i OR "w 205")) OR ((mbw100 OR "mbw 100" OR "mbw-100") OR (mbw150 OR "mbw 150" OR "mbw-150") OR (mbw200 OR "mbw 200" OR "mbw-200")))

The Category Taxonomy

Concept Mining, Location and Influencers

Customer Services – Connectivity & CoveragePricing & Promotions – Handsets

Broadband & Wireless – Mobile Entertainment Services

17%

14%

11%

30%

18%

10%

BUZZ and Sentiment Measurement

•Brand Management & Measurement

•Reputation Management & Measurement

•Net Promoter Scoring (NPS)

•Other key measures

Customised integration with client’s key measurement systems

Delivering One Brand

Measuring the exposure that the brand or product is receiving in online social media, through breadth and reach across platforms and audiences, looking at the share of mentions or buzz. Awareness also encapsulates brand positioning and impact.

Buzz Awareness

The user engagement is evaluated by looking at conversation involvement in the different discussions, as well as influencer authority and drivers of the industry.

User Engagement

Sentiment Rating The sentiment rating covers brand popularity, customer satisfaction and perceived credibility through both automated sentiment analysis and manual qualitative analysis.

Brand Tracking

iPhone announced, January 10, 2007

iPhone launched

The iPod Touch is announced together with next generation Nano. The 4GB iPhone discontinued and 8GB price dropped

The iPhone 3G is announced on June 9, 2008

The iPhone SDK is announced alongside of exchange support and push-email

The iPhone 3G is launched on July 11, 2008

iPhone OS 3.0 previewed with copy/paste and MMS support

iPhone 3GS is announced on June 8, 2009 and launched together with OS 3.0 on the 17th of June

iPad is announced together with high expectations for a 4th gen iPhone

The first iPhone announcement in 2007 didn’t make a very significant impact in social media, but the fan base and buzz have gone through a massive growth over the past years

“Integrasco provides Vodafone with a complete overview of online and social media. Their product as well as analyst expertise help us get detailed insight

into what is being said about our brand, products and services. This allows us to interact with our customers and key influencers real-time via the Internet."

Jakub Hrabovsky, Head of Communications

What do our clients say about us?

” “Thanks to the active work with Integrasco information, Sony Ericsson could launch internal investigations and apply counter-measures. Call centres were equipped with information and shops arranged to swap [K800] units to prevent brand damage."

Anders Lindquist, DirectorHead Of Launch Project Office

Launch Support and Management

”Integrasco©2009. All rights reserved. Commercial in confidence.Page 16

In our experience, most big brands are not looking for TOOLS, they are looking for SOLUTIONS...

Integrasco provides SOLUTIONS… using state of the art tools

Conclusion

No liability whatsoever is accepted for any direct or indirect (including consequential) loss or expense arising from the use of this report.

Distribution of this research report is restricted to its intended recipients and it may not be published, broadcast, rewritten or redistributed without the prior written consent of Integrasco.

Please contact Integrasco for further information and inquiries regarding this report.

ContactThis report has been prepared by Integrasco for information purposes only.

The report is based on information obtained from public sources which Integrasco has not independently verified, and Integrasco makes no guarantee, representation or warranty as to its accuracy or completeness.

Any opinions expressed herein by third parties do not necessarily reflect the opinions of Integrasco.

Any opinions expressed herein by Integrasco reflect Integrasco’s judgement at the time the report was prepared and are subject to change without notice.

Aleksander Stensby

aleksander.stensby@integrasco.com+47 412 28272

Neil Scaife

neil.scaife@integrasco.com+44 7768 446870

Lawrence Wintermeyer

lawrence.wintermeyer@integrasco.com+47 954 94000

Integrasco©2009. All rights reserved. Commercial in confidence.s.19

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