Social media analysis with InsightBench

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InsightBenchListen instead of asking

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Social Media Analysis:A new tool for evaluating digitally publicised opinions

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Web 2.0 gives companies a huge opportunity to understand their clients. It has never been soeasy to listen to consumers discussing preferences and products. Every posting can provide animportant insight, every user-statement can be an indication of a new development.

The increase in user activity in Web 2.0 will not only increase the importance of the disciplinelistening, but also the disciplines of understanding and implementation. It is exactly here thatTrendbüro’s new web analysis tool InsightBench comes in. With InsightBench user opinionsexpressed in social communities, blogs or forums can be filtered and systematically analysed.

InsightBench addresses companies whose clients are the main focus of their actions,companies who are searching for authentic consumer opinions.

Find out which desires consumers are driven by, which topics they are discussing and what theyreally think about your brands.

Dirk Bathen, Assistant Managing Director, Tel.: 040-36 97 78-31, [email protected]

Who is InsightBench targeted at?

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w w w . t r e n d b u e r o . c o m >>New challenges

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Identify and understand the keycontents amidst the noise of Web 2.0

InsightBench

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The evolution of the network economy –What started how many years ago?

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– Digital profile:60 % of German internet users presentthemselves in at least one online network. 11% write their own blog.

– 17 new blog entries per second:Every posting can provide an importantinsight.

Every posting can set a ball rolling.

– Word-of-mouth recommendations are themost important form of advertising:78 % trust recommendations made by otherconsumers when making a purchasingdecision. Reports of negative experiencesreach an audience of millions within seconds.

The subjective opinions and experience of other users are trusted more thaneditorial content or advertising.

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– User content replaces professional content:Already, 25 % of the Google search results forthe twenty top brands are user- generatedcontent.

– Web 2.0 is the new mass medium:73 % of internet users worldwide read blogs.For 48 % they are part of their regular weeklymedia consumption.

The democratisation of reporting in Web 2.0means a loss of power for classical media.

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An InsightBench analysis structures and consolidates discussions and contributions from Web 2.0.

An InsightBench analysis does not only count the number of times a certain term appears, it alsoprovides qualitative insights drawn from a broad base of online users.The result is a differentiated overview of the contents of online discussions on a topic or brand,the frequency with which they appear and their background.

Linked to trends and social developments, an InsightBench analysis provides an innovativeinput for your business and marketing strategy.

Listen and count.Consolidate and understand.

About InsightBenchsupported by


Find out what consumers think about your brand.Or sound out upcoming phenomena.

About InsightBench

Market analyses

– Keep track of how users talk about brands andproducts and which topics they areparticularly interested in

– Observe which values consumers associatewith a particular brand

Phenomena analyses

– How do people perceive/discuss socialphenomena such as safety, freedom,dynamics, leisure, beauty, health?

– Discover unidentified desires and needs

FischFresh

SaladSandwich

SugarHyperactivity

Diabetes

CholesterolBadLow

DietExerciseProtein

Fat

TeaPepsi

Coca-ColaJuice

CaffeineCoffee

OrganicMilk

AllergiesCalcium

HealthyFruit

VegetablesFresh

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How can an InsightBench analysissupport your company?

About InsightBench

Marketing management

Innovation strategy

PR controlling

Crisis management

Customer service

Definition of target group

Campaign management

Search engine optimisation

Analyse desires, likes and dislikes

Identify product gaps/weaknesses

Compile key topics and reputations

Identify negative reports in good time

Detect causes of dissatisfaction

Detect relevant buyer groups

Monitor campaign effectiveness

Identify important keywords

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– A broad spectrum of analysis:Professional online sources (press pages) can also be evaluated as can user-generated content(blogs, forums, social media).

– Several analysis levels:An analysis with InsightBench allows for the level to be varied – from the consolidated bird’seye view down to the level of individual consumer statements.

– Not limited by what is social acceptable:Sensitive issues can also be analysed.

– Avoidance of panel effects:Social web users give honest opinions rather than routine answers.

– Multilingualism:Studies can be carried out in more than 20 different language areas.

An InsightBench analysis has clear advantages over classical methods.

About InsightBenchsupported by 10


Setting up an InsightBench analysis:Based on smart technology and human expertise.

– Determine questions– Select important sources– Define appropriate search terms

– Three-stage evaluation process: automated, semi-automated, expert analysis

Study design

– Programming– Save sources– Semantic filter

Analysis and reportTrendbüro

Input/ sortusing softwareLiquid Campaign

Set-up/configurationTrendbüro

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Set-up/configuration – define questions:Lay the foundations for success at the beginning.

– Which phenomenon should be examined?Which questions should be answered?

– Which own brands will be taken into accountin the analysis?Which of the competitors brands?

– Who are the relevant target groups?Which users should be listened to?

– In which regions/languages will the analysisbe carried out?

– Which sources should be analysed?

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Set-up/configuration – selection of the important sources:Secure quality of sources through theme, scope and activity.

Analysis of digitally published contents:

– User-generated content from forums,blogs, communities, video- or consumerportals

– Websites with a professional editorial team(e.g. daily newspapers)

– Dynamic source base compiled from topsearch engine hits

Secure relevance and quality through:

– Focus on the right topics (rankings such asGoogle, Technorati)

– Broad range (backlinks, bookmarks, traffic)– High level of activity (number of users, posts,

threads)

Websiteswith

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Communities

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Blogs ...Dynamicsourcebase

Source base



Flagship store Specialist store catalogue

Secondary market Online ...

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Set-up/Configuration – Determination of the right search words:Explore scope of terms for complex questions.

– Identify topics of interest (Operationalization)

– Identification of terms to describe topic

– Identification of synonyms, associations andparaphrases

– Creation of theme clusters

– Base for programming the search cartridge

Study design

Selection Quality Service POS ....

Online Webshop Homepage Website

Online-Shop Amazon eBay shop.com

e-shop mobile.shop ... ...

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Input/classification using software – programming:The software is only as intelligent as the programmer.

– Fine-tuning of search cartridge base bylinguistics expert

– Programming of search cartridge

– Programming and adaptation of crawler andinput scripts for blogs, forums, websites, RSS-feeds etc.

– Taking into consideration all sub-forums andthreads



Input/sort using software – save sources:Our software replaces thousands of readers.

– Ongoing filtering and saving of all relevantcontents from specified sources

– Saving of documents in own projectdatabase

– Annotation of all documents with metadata

– Identification of relevant terms notcontained in search cartridge

– If necessary enlargement of source baseand cartridge

Save in database

Import of documents

New sources and themes

Input of source material

Analyst



InsightBench-

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Analysis – three-stage evaluation process:In the analysis the software counts. The experts do the thinking.

Automised:– Buzz analysis– Time series– Key terms

Semi-automised:– Selection of relevant documents– Statistically significant connections

Expert analysis:– Structuring and consolidation of results– Communication of important insights– Description of changes in tonality of

discussion– Classification in social trends

Study design

semi-automised

Trend expertise

Analysis by Trendbüro

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Analysis report:Understand the most important contents amidst the noise of Web 2.0

Individual processing of study:

– Processing of study results, presentation,data files etc.

– One-off analyses in the form of ad-hoc study– Ongoing analysis as tracking– Individual layout and format

Recommendations:

– Recommendations for action based onimplications for companies, brands,products, and how to address targetaudience

– Workshops on practical implementation ofthe results



TrendbüroConsultancy for Social Change GmbH

Contact:

Dirk Bathen, Assistant Managing Director, Tel.: 040-36 97 78-31([email protected])

Maria Angerer, Senior Consultant, Tel.: 040-36 97 78-81([email protected])

Franziska Puls, Consultant, Tel.: 040-36 97 78-76([email protected])

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Social media analysis with InsightBench

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