Monitor CGM for Market Intelligence

Monitoring Consumer-
Generated Media (CGM)
For Market Intelligence
© 2005, CyberAlert, Inc.
All Rights Reserved

TopicsTopics
1.1. Meeting OverviewMeeting Overview
2.2. Why Monitor the Internet?Why Monitor the Internet?
3.3. Types of Consumer DiscussionTypes of Consumer Discussion
4.4. What CGM to MonitorWhat CGM to Monitor
5.5. How to Monitor CGMHow to Monitor CGM
6.6. CGM Monitoring Case StudyCGM Monitoring Case Study
7.7. News MonitoringNews Monitoring
8.8. CyberAlertCyberAlert
Entire presentation available toEntire presentation available to
everyone as PowerPoint file.everyone as PowerPoint file.

PresentationObjectivePresentationObjective
To learn how to better monitor the Internet,To learn how to better monitor the Internet,
especially CGM for market intelligenceespecially CGM for market intelligence
PresentationPremisesPresentationPremises
Everyone in this room knows more about CIEveryone in this room knows more about CI
techniques than I dotechniques than I do
Together, we know more than any one of usTogether, we know more than any one of us
Sharing knowledge is worthwhileSharing knowledge is worthwhile

PresentationContentPresentationContent
Why monitoring is importantWhy monitoring is important
What to look forWhat to look for
Where to lookWhere to look
How to lookHow to look
What to do with what you findWhat to do with what you find
PresentationApproachPresentationApproach
Audienceparticipation: everyoneexpectedtoAudienceparticipation: everyoneexpectedto
contributeyourknowledgecontributeyourknowledge
Agreed?Agreed?

WhyInternet Monitoring?WhyInternet Monitoring?
1.1. Where the news is …. firstWhere the news is …. first
2.2. Epicenter of business informationEpicenter of business information
• CorporateCorporate
• ProductProduct
3. Primary resource for consumers3. Primary resource for consumers
• Product specificationsProduct specifications
• Product reviews, comparisonsProduct reviews, comparisons
• PricingPricing
4. Rich source of consumer opinion4. Rich source of consumer opinion

Internet MonitoringObjectivesInternet MonitoringObjectives
• Gather key market informationGather key market information
•• NewsNews •• ReviewsReviews
•• OpinionsOpinions •• AttitudesAttitudes
•• Facts / DataFacts / Data •• InsightsInsights
•• IdeasIdeas •• PlansPlans
• Gain insightGain insight
• Find patterns / trendsFind patterns / trends

About…About…
•• CompanyCompany
•• BrandsBrands
•• TrendsTrends
•• IssuesIssues
•• CompetitorsCompetitors

• Early warning of …Early warning of …
 Product deficienciesProduct deficiencies
 Pricing problemsPricing problems
 Customer service issuesCustomer service issues
 Reputation perceptionsReputation perceptions
 Rumors / attacksRumors / attacks
 ScamsScams
 Channel (distribution) problemsChannel (distribution) problems

•• Identify and correctIdentify and correct
problemsproblems
• Gain competitive advantageGain competitive advantage
• Protect / build reputationProtect / build reputation
• Plan strategy / tacticsPlan strategy / tactics

Bottom Line …Bottom Line …
Better InformedBetter Informed
Business DecisionsBusiness Decisions

Examples of SuccessesExamples of Successes
• Sporting goods company found activist
group planning demonstration and
boycott
• Within days of launch, software firmWithin days of launch, software firm
found dissatisfaction with specificfound dissatisfaction with specific
product featuresproduct features
• Finance company uncovered customerFinance company uncovered customer
anger at company policiesanger at company policies
• Pharma firm found MDs recommendingPharma firm found MDs recommending
product inappropriatelyproduct inappropriately

Examples of SuccessesExamples of Successes
• Telco uncovered competitorTelco uncovered competitor
strategystrategy
• Fashion company discoveredFashion company discovered
rumorrumor
• Insurance company found brokerInsurance company found broker
misrepresenting productsmisrepresenting products
• Manufacturer uncovered whereManufacturer uncovered where
competitor was building newcompetitor was building new
factory, size, # of employeesfactory, size, # of employees

AudienceQuestionsAudienceQuestions
1.1. Does your companyDoes your company systematicallysystematically
monitor the Internet for marketmonitor the Internet for market
intelligence?intelligence?
2.2. What do you monitor?What do you monitor?
3.3. What successes have you achieved?What successes have you achieved?

What toMonitor…What toMonitor…
1.1. NewsNews
2.2. DataData
3.3. Consumer DiscussionConsumer Discussion
- Word of Mouth- Word of Mouth
- Consumer-Generated Media- Consumer-Generated Media

1.1. News MediaNews Media
- Wire services- Wire services
- Newspapers- Newspapers
- Consumer Magazines- Consumer Magazines
- Trade Journals- Trade Journals
- Broadcast Media- Broadcast Media
- Newsletters- Newsletters
- Other?- Other?

2.2. DataData
- Competitor Sites- Competitor Sites
- Government Sites- Government Sites
- Industry Sites- Industry Sites
- Other?- Other?

3. Consumer Discussion3. Consumer Discussion
- Individual/Activist Web sites- Individual/Activist Web sites (25,000+)(25,000+)
- Opinion Sites (ePinions)- Opinion Sites (ePinions) (100+)(100+)
- Message Boards / Forums- Message Boards / Forums (60,000+)(60,000+)
- Consumer Rating Sites- Consumer Rating Sites (2,000+)(2,000+)
- Usenet News Groups- Usenet News Groups (60,000+)(60,000+)
- E-Mail Discussion Groups- E-Mail Discussion Groups (250,000)(250,000)
- Blogs- Blogs (20+ million)(20+ million)
- Social Networking Sites- Social Networking Sites (500+)(500+)
- Other ???- Other ???

MonitoringMonitoring
ConsumerConsumer
DiscussionDiscussion

What is ConsumerDiscussion?What is ConsumerDiscussion?
New digital form of…New digital form of…
•• Word-of-MouthWord-of-Mouth
•• ““Editorial” / Op-EdEditorial” / Op-Ed
•• Product ReviewProduct Review
•• CriticCritic
•• Personal DiaryPersonal Diary
•• GossipGossip
•• Complaint DepartmentComplaint Department

WhyMonitorConsumerWhyMonitorConsumer
Discussion?Discussion?
1.1. Customer feedbackCustomer feedback
2.2. Consumer opinionConsumer opinion
3.3. Issue identificationIssue identification
4.4. Trend spottingTrend spotting
5.5. Threat identificationThreat identification
6.6. Nuggets of market intelligenceNuggets of market intelligence
- Customers, consumers, employees- Customers, consumers, employees

Applications forMonitoringApplications forMonitoring
ConsumerDiscussionConsumerDiscussion
1.1. MarketingMarketing
2.2. Product DesignProduct Design
3.3. Competitive IntelligenceCompetitive Intelligence
4.4. Corporate StrategyCorporate Strategy
5.5. Reputation ManagementReputation Management
6.6. Brand ManagementBrand Management
7.7. Intellectual Property ManagementIntellectual Property Management
8.8. Other??Other??

IntelligenceSourcesIntelligenceSources
1. Attack Web Sites1. Attack Web Sites
• 10,000+ rogue Web sites (est.)10,000+ rogue Web sites (est.)
 McDonald’s, Nike, StarbucksMcDonald’s, Nike, Starbucks
• Unsupervised -- say anythingUnsupervised -- say anything
• Protected by first amendmentProtected by first amendment
• Indexed by search enginesIndexed by search engines
• Worldwide “soapbox”Worldwide “soapbox”
• Criticisms can pop up anywhereCriticisms can pop up anywhere
• Almost impossible to monitor manuallyAlmost impossible to monitor manually

Freedom of the pressFreedom of the press
belongs to thosebelongs to those
who own the press!who own the press!
(i.e. the publishers)(i.e. the publishers)

MainstreamMainstream
Mass MediaMass Media
==
MediaMedia FORFOR thethe
massesmasses

Consumer GeneratedConsumer Generated
Mass MediaMass Media
==
MediaMedia BYBY thethe
massesmasses

Everyone now hasEveryone now has
the power to be athe power to be a
publisher!publisher!

And reach largerAnd reach larger
audiences than mostaudiences than most
daily newspapers!daily newspapers!
(advertising coming soon)(advertising coming soon)

Damaging corporateDamaging corporate
and brandand brand
reputations!reputations!

And offering a richAnd offering a rich
source for insightsource for insight
into consumerinto consumer
opinion, issues andopinion, issues and
trends!trends!

1. Attack Sites1. Attack Sites
Most Targeted Companies?Most Targeted Companies?

Most Targeted Companies (Yahoo)Most Targeted Companies (Yahoo)
• Microsoft (25)Microsoft (25)
• Wal-Mart (16)Wal-Mart (16)
• Yahoo! (16)Yahoo! (16)
• Google (12)Google (12)
• Nike (9)Nike (9)
• Apple (6)Apple (6)
• Starbucks (6)Starbucks (6)
• AOL (5)AOL (5)

AudienceQuestionAudienceQuestion
1.1. Has your company been theHas your company been the
subject of an attack Web site?subject of an attack Web site?

2. What did you do about it?2. What did you do about it?

2.2. What did you do about it?What did you do about it?
3.3. How do you monitor for newHow do you monitor for new
attacks?attacks?

4.4. What types of key words do youWhat types of key words do you
monitor?monitor?

4.4. What types of key words do youWhat types of key words do you
monitor?monitor?
-- Company name-- Company name
-- Company brands-- Company brands
-- Company executives-- Company executives
-- Industry issues-- Industry issues
-- Product categories-- Product categories
-- Competitors-- Competitors

How to Monitor…How to Monitor…
•• DIY Search EnginesDIY Search Engines
-- Google, Yahoo, MSNGoogle, Yahoo, MSN
•• Specialized SearchSpecialized Search
-- Company Name AND (attack words)Company Name AND (attack words)
•• IP Protection ServiceIP Protection Service
- Cyveillance- Cyveillance

2. Consumer Opinion Sites2. Consumer Opinion Sites
• 50+ sites50+ sites
• Well-organized / easily minedWell-organized / easily mined
• Product / company-focusedProduct / company-focused
• Moderated / semi-moderatedModerated / semi-moderated
• Both positive and negativeBoth positive and negative
• Thoughtful critiquesThoughtful critiques
• Consumers use as screening toolConsumers use as screening tool
before purchasebefore purchase

ConsumerOpinionConsumerOpinion

ExamplesExamples
• ePinions.comePinions.com
• Complaints.comComplaints.com
• eComplaints.comeComplaints.com
• PlanetFeedback.comPlanetFeedback.com
• My3Cents.comMy3Cents.com
• FuckedCompany.comFuckedCompany.com
• Sucks500.comSucks500.com

Most complained about industries?Most complained about industries?

Most complained about industriesMost complained about industries
• AirlinesAirlines
• TelephoneTelephone
• Credit CardCredit Card
• AutomobileAutomobile
• InsuranceInsurance
• ComputerComputer

2. Opinion Sites2. Opinion Sites
•• DIY search engines not effectiveDIY search engines not effective
•• Search individual sitesSearch individual sites
•• CGM Monitoring ServiceCGM Monitoring Service
- CyberAlert- CyberAlert

3. Message Boards / Forums3. Message Boards / Forums
• Message boards (150,000+ est.)Message boards (150,000+ est.)
 Yahoo, AOL, many other Web sitesYahoo, AOL, many other Web sites
• Subject / Profession orientedSubject / Profession oriented
• Unmoderated -- say anythingUnmoderated -- say anything
• Messages are public, indexed by searchMessages are public, indexed by search
enginesengines
• Almost impossible to monitor manuallyAlmost impossible to monitor manually

MessageBoards /ForumsMessageBoards /Forums

3. Message Boards / Forums3. Message Boards / Forums
•• General search engines not veryGeneral search engines not very
effectiveeffective
•• Specialized search engineSpecialized search engine
- Boardreader.com- Boardreader.com
•• CGM subscription serviceCGM subscription service

3. Usenet News Group Postings3. Usenet News Group Postings
• 63,000 groups63,000 groups
• Unmoderated: anyone can postUnmoderated: anyone can post
messages, no editingmessages, no editing
• Messages are public, readable byMessages are public, readable by
anyone -- 5+ million messages/dayanyone -- 5+ million messages/day
• Almost impossible to monitorAlmost impossible to monitor
manuallymanually

Usenet News GroupsUsenet News Groups

4. Usenet News Groups4. Usenet News Groups
•• Specialized search enginesSpecialized search engines
- groups.google.com- groups.google.com
- guba.com (images)- guba.com (images)
- binarynewz.com- binarynewz.com
- netscan.research.microsoft.com/- netscan.research.microsoft.com/
•• CGM Monitoring ServiceCGM Monitoring Service

4. E-Mail Discussion Lists4. E-Mail Discussion Lists
• 150,000+ lists and growing150,000+ lists and growing
• Must subscribe; only subscribersMust subscribe; only subscribers
see messages, sent by e-mailsee messages, sent by e-mail
• Industry / profession focusedIndustry / profession focused
• 2+ million messages per day2+ million messages per day
• Posts go to all subscribersPosts go to all subscribers

5. E-Mail Discussion List5. E-Mail Discussion List
•• Subscribe to individual listsSubscribe to individual lists
-- www.listz.comwww.listz.com
•• No monitoring service presentlyNo monitoring service presently
- CyberAlert is developing- CyberAlert is developing

5. Weblogs (Blogs)5. Weblogs (Blogs)
• 20+ million and growing; about 3-5 million20+ million and growing; about 3-5 million
postings each day;postings each day;
• Accessible by Web search engines.Accessible by Web search engines.
• Major focus: Politics, EntertainmentMajor focus: Politics, Entertainment
• Clustered in Blog ServicesClustered in Blog Services
 Live JournalLive Journal
 BlogSpotBlogSpot
 Blogger,comBlogger,com
• Unusual formats make it hard to monitorUnusual formats make it hard to monitor
even with automated systemseven with automated systems
• Sblogs becoming a problemSblogs becoming a problem

Who“Blogs”?Who“Blogs”?
1.1. CEOsCEOs
2.2. EmployeesEmployees
3.3. CelebritiesCelebrities
4.4. EducatorsEducators
5.5. MomsMoms
Across all demographicsAcross all demographics
50/50 Male/Female50/50 Male/Female

Categories of “Blogs”?Categories of “Blogs”?
PersonalPersonal ““Enthusiast”Enthusiast” ProfessionalProfessional
Self-FocusedSelf-Focused Interest-FocusedInterest-Focused Opinion-FocusedOpinion-Focused
Motivated byMotivated by
sharingsharing
communitycommunity
recognitionrecognition
Personal contentPersonal content Interest onlyInterest only
contentcontent
Wide-rangingWide-ranging
contentcontent
Low priorityLow priority Medium PriorityMedium Priority
(High for specific(High for specific
industry)industry)
High priorityHigh priority

CategoryDistributionof BlogsCategoryDistributionof Blogs
British Blog DirectoryBritish Blog Directory
CategoryCategory # blogs# blogs CategoryCategory # blogs# blogs
PersonalPersonal 1,5581,558 Current Events & NewsCurrent Events & News 103103
Politics & Gov’tPolitics & Gov’t 255255 SportsSports 9090
Arts & EntertainmentArts & Entertainment 248248 Design & PhotographyDesign & Photography 6666
LifestyleLifestyle 157157 TravelTravel 6565
HumorHumor 156156 Counter CultureCounter Culture 5656
Internet & SoftwareInternet & Software 118118 Science & TechnologyScience & Technology 4848
Biz & ProfessionalBiz & Professional 107107 CommunityCommunity 4545

WhyThey“Blog”WhyThey“Blog”

For the same reason thatFor the same reason that
guitarists rock – loudlyguitarists rock – loudly
To be heardTo be heard
To be recognizedTo be recognized
To be part of a communityTo be part of a community

For the same reason thatFor the same reason that
guitarists rock – loudlyguitarists rock – loudly
To be heardTo be heard
To be recognizedTo be recognized
To be part of a communityTo be part of a community
Self – ActualizationSelf – Actualization
(Maslow’s Hierarchy of Needs)(Maslow’s Hierarchy of Needs)

Frequencyof BlogPostsFrequencyof BlogPosts

Characteristics of “Blog”Characteristics of “Blog”
DiscussionDiscussion
1.1. ““Hot” -- where the “buzz” is…Hot” -- where the “buzz” is…
- Earliest look at issues, trends- Earliest look at issues, trends
1.1. Candid (unfettered)Candid (unfettered)
2.2. Perceived as crediblePerceived as credible
- Bloggers are new “influentials”- Bloggers are new “influentials”
4.4. Extraordinary reachExtraordinary reach
5.5. ViralViral
6. Scattered nuggets6. Scattered nuggets

Credibilityof BlogsCredibilityof Blogs

SharedCharacteristics withSharedCharacteristics with
ActivistsActivists
1.1. PassionatePassionate
2.2. Authoritative (“Change Leader”)Authoritative (“Change Leader”)
3.3. SincereSincere
4.4. ForthrightForthright
5.5. PerseveringPersevering
EqualsEquals
PERSUASIVE / INFLUENTIALPERSUASIVE / INFLUENTIAL
If avoid extremismIf avoid extremism

Patternof BlogInfluencePatternof BlogInfluence

PrototypicalProfessionalBlogPrototypicalProfessionalBlog

BloggerinMainstreamBloggerinMainstream

Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy

Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Blog record at:Blog record at:
http://www.buzzmachine.com/http://www.buzzmachine.com/
archives/2005_06.htmlarchives/2005_06.html

BlogMeasurement ToolBlogMeasurement Tool

CyberAlert ServiceCyberAlert Service

IdealMediaMonitoringServiceIdealMediaMonitoringService
1.1. Automated retrieval of informationAutomated retrieval of information
2.2. Comprehensive media coverageComprehensive media coverage
3.3. Accurate clip selectionAccurate clip selection
4.4. Timely deliveryTimely delivery
5.5. Built-in clip managementBuilt-in clip management
6.6. CustomizableCustomizable
7.7. Multiple usersMultiple users
8.8. Measurement dataMeasurement data
9.9. Analysis toolsAnalysis tools
10.10. Low costLow cost

Better, Faster, Less CostlyBetter, Faster, Less Costly
Media Monitoring ServiceMedia Monitoring Service
for News and Consumer Buzzfor News and Consumer Buzz
http://www.cyberalert.comhttp://www.cyberalert.com

NewsNews
on the Interneton the Internet

WhyInternet News Monitoring?WhyInternet News Monitoring?
1.1. Where the most news sourcesWhere the most news sources
are…are…

WhyInternet News Monitoring?WhyInternet News Monitoring?
1.1. Where the most news sourcesWhere the most news sources
are…are…
•• 25,000 news sources worldwide in 1725,000 news sources worldwide in 17
languageslanguages
- syndicators- syndicators
- newspapers- newspapers
- consumer magazines- consumer magazines
- trade journals- trade journals
- newsletters- newsletters
- broadcasters- broadcasters

1.1. Where the most news is…Where the most news is…
2.2. Where the news is published FIRSTWhere the news is published FIRST

1.1. Where the most news is…Where the most news is…
2.2. Where the news is …. FIRSTWhere the news is …. FIRST
3.3. Where the news is easiest to gatherWhere the news is easiest to gather
4.4. Where the news is easiest to saveWhere the news is easiest to save
5.5. Where the news is easiest theWhere the news is easiest the
shareshare

News GatheringToolsNews GatheringTools
1.1. Traditional Press Clipping ServicesTraditional Press Clipping Services
- Burrelle’s/Luce, Bacon’s- Burrelle’s/Luce, Bacon’s
2.2. Electronic News ServicesElectronic News Services
- Lexis-Nexis, Factiva- Lexis-Nexis, Factiva
3.3. Free Internet ServicesFree Internet Services
- Google News, Yahoo! News, Rocket News- Google News, Yahoo! News, Rocket News
4.4. Internet Subscription ServiceInternet Subscription Service
- CyberAlert, Moreover, eWatch- CyberAlert, Moreover, eWatch
5.5. Broadcast Monitoring ServiceBroadcast Monitoring Service
- CyberAlert, VMS- CyberAlert, VMS

YourYour
FavoriteFavorite
News Gathering Tools?News Gathering Tools?

DATADATA
on the Interneton the Internet

DataGatheringToolsDataGatheringTools
1.1. General Search EnginesGeneral Search Engines
- Google, Yahoo, MSN- Google, Yahoo, MSN
2.2. Government SitesGovernment Sites
- SEC, Patent Office…and more- SEC, Patent Office…and more
3.3. Electronic Data BasesElectronic Data Bases
- Lexis-Nexis, Factiva, Hoover’s- Lexis-Nexis, Factiva, Hoover’s
4.4. Specialized Search EnginesSpecialized Search Engines
- PubMed, Vertical industry sites- PubMed, Vertical industry sites
5.5. Competitor SitesCompetitor Sites
- Nerac- Nerac

Your FavoriteYour Favorite
Web Sites forWeb Sites for
Corporate Data?Corporate Data?

Your FavoriteYour Favorite
Data Gathering ToolsData Gathering Tools
to Monitor Competitors?to Monitor Competitors?

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