© 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
4 20090930 Workshop Online Reputation Management
About Teezir
The Impact of Word of Mouth
Unmanageable Volumes
Automatically Monitoring Online Sentiments
Examples
Conclusions
Outline
5 20090930 Workshop Online Reputation Management
• 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
20090930 Workshop Online Reputation Management
%
Reputations can easily be crushed online…
7
Source: Jupiter Research study: 2270
online shoppers
Product rating Sales
+16%
+8%
-10%
-31%
20090930 Workshop Online Reputation Management
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
8 20090930 Workshop Online Reputation Management
• 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
Online Reputation Management has taken off and is starting to become
embedded in Sales & Marketing and Customer Experience departments
9 20090930 Workshop Online Reputation Management
Industry example: Automobile industry
1 in 3 auto buyers say that social media help them make their decision
10 20090930 Workshop Online Reputation Management
• 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
Industry example: Travel Industry
The growth of social media in the travel industry has been phenomenal
11 20090930 Workshop Online Reputation Management
• 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
The Impact of Word of Mouth
Unmanageable Volumes
Automatically Monitoring Online Sentiments
Examples
Conclusions
Outline
12 20090930 Workshop Online Reputation Management
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
13 20090930 Workshop Online Reputation Management
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
20090930 Workshop Online Reputation Management
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
15 20090930 Workshop Online Reputation Management
Source: Het Financieele Dagblad, 29 /9/2009
About Teezir
The Impact of Word of Mouth
Unmanageable Volumes
Automatically Monitoring Online Sentiments
Examples
Conclusions
Outline
16 20090930 Workshop Online Reputation Management
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
17 20090930 Workshop Online Reputation Management
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%∑
18 20090930 Workshop Online Reputation Management
Online dashboard provides insight into customer online opinions
on multiple levels for both the client and her competitors
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The dashboard gives an overview of actual online sentiment, subjects and
related terms in a term cloud showing both relevance and sentiments
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A clear peak in volume shows on September 17; the day on which the news
around the unsuccessful negotiations with Deutsche Bank was announced
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These examples of actual posts show that, apart from news sources, the buzz
around „ABN AMRO‟ and „Deutsche‟ was also on blogs and Twitter
20090930 Workshop Online Reputation Management22
Besides the buzz around Deutsche Bank, there are many other topics, related
to ABN AMRO, that are discussed online
20090930 Workshop Online Reputation Management23
Subject: “Oplichting ABN AMRO Privelimiet Plus doorlopend krediet”
Subject: “ABN AMRO: Betalen voor nieuwe identifier bij lege batterij”
About Teezir
The Impact of Word of Mouth
Unmanageable Volumes
Automatically Monitoring Online Sentiments
Examples
Conclusions
Outline
24 20090930 Workshop Online Reputation Management
A leading player in the Dutch telecom market used our Opinion Mining
technology to gain insight into the buzz and sentiments around telecom devices
20090930 Workshop Online Reputation Management25
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
20090930 Workshop Online Reputation Management
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…
20090930 Workshop Online Reputation Management
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
20090930 Workshop Online Reputation Management
Source: Teezir/Wit Community Monitor
The Teezir Community Monitor allows the user to slice the results
per issue, per stakeholder and per time period
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Whorules.nl is an online showcase of Opinion Mining technology that gives
the Dutch public insight in the online buzz and sentiments of today
20090930 Workshop Online Reputation Management30
Query: ABN AMRO and Deutsche; Timeframe: June 22– Sept 22, 2009
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
20090930 Workshop Online Reputation Management31
About Teezir
The Impact of Word of Mouth
Unmanageable Volumes
Automatically Monitoring Online Sentiments
Examples
Conclusions
Outline
32 20090930 Workshop Online Reputation Management
Some lessons learned to take home….
20090930 Workshop Online Reputation Management33
• 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
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Blogs
20090930 Workshop Online Reputation Management
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For more information, please contact us !
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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