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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 C...
PresentationObjectivePresentationObjective
To learn how to better monitor the Internet,To learn how to better monitor the ...
PresentationContentPresentationContent
Why monitoring is importantWhy monitoring is important
What to look forWhat to look...
WhyInternet Monitoring?WhyInternet Monitoring?
1.1. Where the news is …. firstWhere the news is …. first
2.2. Epicenter of...
Internet MonitoringObjectivesInternet MonitoringObjectives
• Gather key market informationGather key market information
••...
Internet MonitoringObjectivesInternet MonitoringObjectives
About…About…
•• CompanyCompany
•• BrandsBrands
•• TrendsTrends
...
Internet MonitoringObjectivesInternet MonitoringObjectives
• Early warning of …Early warning of …
 Product deficienciesPr...
Internet MonitoringObjectivesInternet MonitoringObjectives
•• Identify and correctIdentify and correct
problemsproblems
• ...
Internet MonitoringObjectivesInternet MonitoringObjectives
Bottom Line …Bottom Line …
Better InformedBetter Informed
Busin...
Examples of SuccessesExamples of Successes
• Sporting goods company found activist
group planning demonstration and
boycot...
Examples of SuccessesExamples of Successes
• Telco uncovered competitorTelco uncovered competitor
strategystrategy
• Fashi...
AudienceQuestionsAudienceQuestions
1.1. Does your companyDoes your company systematicallysystematically
monitor the Intern...
What toMonitor…What toMonitor…
1.1. NewsNews
2.2. DataData
3.3. Consumer DiscussionConsumer Discussion
- Word of Mouth- Wo...
What toMonitor…What toMonitor…
1.1. News MediaNews Media
- Wire services- Wire services
- Newspapers- Newspapers
- Consume...
What toMonitor…What toMonitor…
2.2. DataData
- Competitor Sites- Competitor Sites
- Government Sites- Government Sites
- I...
What toMonitor…What toMonitor…
3. Consumer Discussion3. Consumer Discussion
- Individual/Activist Web sites- Individual/Ac...
MonitoringMonitoring
ConsumerConsumer
DiscussionDiscussion
What is ConsumerDiscussion?What is ConsumerDiscussion?
New digital form of…New digital form of…
•• Word-of-MouthWord-of-Mo...
WhyMonitorConsumerWhyMonitorConsumer
Discussion?Discussion?
1.1. Customer feedbackCustomer feedback
2.2. Consumer opinionC...
Applications forMonitoringApplications forMonitoring
ConsumerDiscussionConsumerDiscussion
1.1. MarketingMarketing
2.2. Pro...
IntelligenceSourcesIntelligenceSources
1. Attack Web Sites1. Attack Web Sites
• 10,000+ rogue Web sites (est.)10,000+ rogu...
AttackSitesAttackSites
AttackSitesAttackSites
AttackSitesAttackSites
AttackSitesAttackSites
AttackSitesAttackSites
AttackSitesAttackSites
Freedom of the pressFreedom of the press
belongs to thosebelongs to those
who own the press!who own the press!
(i.e. the p...
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 co...
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 and...
IntelligenceSourcesIntelligenceSources
1. Attack Sites1. Attack Sites
Most Targeted Companies?Most Targeted Companies?
IntelligenceSourcesIntelligenceSources
1. Attack Sites1. Attack Sites
Most Targeted Companies (Yahoo)Most Targeted Compani...
AudienceQuestionAudienceQuestion
1.1. Has your company been theHas your company been the
subject of an attack Web site?sub...
AudienceQuestionAudienceQuestion
1.1. Has your company been theHas your company been the
subject of an attack Web site?sub...
AudienceQuestionAudienceQuestion
1.1. Has your company been theHas your company been the
subject of an attack Web site?sub...
AudienceQuestionsAudienceQuestions
4.4. What types of key words do youWhat types of key words do you
monitor?monitor?
AudienceQuestionsAudienceQuestions
4.4. What types of key words do youWhat types of key words do you
monitor?monitor?
-- C...
IntelligenceSourcesIntelligenceSources
1. Attack Sites1. Attack Sites
How to Monitor…How to Monitor…
•• DIY Search Engines...
IntelligenceSourcesIntelligenceSources
2. Consumer Opinion Sites2. Consumer Opinion Sites
• 50+ sites50+ sites
• Well-orga...
ConsumerOpinionConsumerOpinion
ConsumerOpinionConsumerOpinion
ConsumerOpinionConsumerOpinion
IntelligenceSourcesIntelligenceSources
2. Consumer Opinion Sites2. Consumer Opinion Sites
ExamplesExamples
• ePinions.come...
IntelligenceSourcesIntelligenceSources
2. Consumer Opinion Sites2. Consumer Opinion Sites
Most complained about industries...
IntelligenceSourcesIntelligenceSources
2. Consumer Opinion Sites2. Consumer Opinion Sites
Most complained about industries...
IntelligenceSourcesIntelligenceSources
2. Opinion Sites2. Opinion Sites
How to Monitor…How to Monitor…
•• DIY search engin...
IntelligenceSourcesIntelligenceSources
3. Message Boards / Forums3. Message Boards / Forums
• Message boards (150,000+ est...
MessageBoards /ForumsMessageBoards /Forums
MessageBoards /ForumsMessageBoards /Forums
MessageBoards /ForumsMessageBoards /Forums
IntelligenceSourcesIntelligenceSources
3. Message Boards / Forums3. Message Boards / Forums
How to Monitor…How to Monitor…...
IntelligenceSourcesIntelligenceSources
3. Usenet News Group Postings3. Usenet News Group Postings
• 63,000 groups63,000 gr...
Usenet News GroupsUsenet News Groups
Usenet News GroupsUsenet News Groups
IntelligenceSourcesIntelligenceSources
4. Usenet News Groups4. Usenet News Groups
How to Monitor…How to Monitor…
•• Specia...
IntelligenceSourcesIntelligenceSources
4. E-Mail Discussion Lists4. E-Mail Discussion Lists
• 150,000+ lists and growing15...
IntelligenceSourcesIntelligenceSources
5. E-Mail Discussion List5. E-Mail Discussion List
How to Monitor…How to Monitor…
•...
IntelligenceSourcesIntelligenceSources
5. Weblogs (Blogs)5. Weblogs (Blogs)
• 20+ million and growing; about 3-5 million20...
Who“Blogs”?Who“Blogs”?
1.1. CEOsCEOs
2.2. EmployeesEmployees
3.3. CelebritiesCelebrities
4.4. EducatorsEducators
5.5. Moms...
Categories of “Blogs”?Categories of “Blogs”?
PersonalPersonal ““Enthusiast”Enthusiast” ProfessionalProfessional
Self-Focus...
CategoryDistributionof BlogsCategoryDistributionof Blogs
British Blog DirectoryBritish Blog Directory
CategoryCategory # b...
WhyThey“Blog”WhyThey“Blog”
WhyThey“Blog”WhyThey“Blog”
For the same reason thatFor the same reason that
guitarists rock – loudlyguitarists rock – loud...
WhyThey“Blog”WhyThey“Blog”
For the same reason thatFor the same reason that
guitarists rock – loudlyguitarists rock – loud...
Frequencyof BlogPostsFrequencyof BlogPosts
Frequencyof BlogPostsFrequencyof BlogPosts
Characteristics of “Blog”Characteristics of “Blog”
DiscussionDiscussion
1.1. ““Hot” -- where the “buzz” is…Hot” -- where t...
Credibilityof BlogsCredibilityof Blogs
SharedCharacteristics withSharedCharacteristics with
ActivistsActivists
1.1. PassionatePassionate
2.2. Authoritative (“Cha...
Patternof BlogInfluencePatternof BlogInfluence
PrototypicalProfessionalBlogPrototypicalProfessionalBlog
BloggerinMainstreamBloggerinMainstream
BloggerinMainstreamBloggerinMainstream
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Blog record at:Blog record at:
http://www.buzzmachine.com/http://www.buzz...
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
CyberAlert ServiceCyberAlert Service
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
BlogMeasurement ToolBlogMeasurement Tool
IdealMediaMonitoringServiceIdealMediaMonitoringService
1.1. Automated retrieval of informationAutomated retrieval of infor...
FreeTrialFreeTrial
Better, Faster, Less CostlyBetter, Faster, Less Costly
Media Monitoring ServiceMedia Monitoring Service
for News and Consu...
MonitoringMonitoring
NewsNews
on the Interneton the Internet
WhyInternet News Monitoring?WhyInternet News Monitoring?
1.1. Where the most news sourcesWhere the most news sources
are…a...
WhyInternet News Monitoring?WhyInternet News Monitoring?
1.1. Where the most news sourcesWhere the most news sources
are…a...
WhyInternet Monitoring?WhyInternet Monitoring?
1.1. Where the most news is…Where the most news is…
2.2. Where the news is ...
News ontheWebNews ontheWeb
News ontheWebNews ontheWeb
WhyInternet Monitoring?WhyInternet Monitoring?
1.1. Where the most news is…Where the most news is…
2.2. Where the news is ...
News GatheringToolsNews GatheringTools
1.1. Traditional Press Clipping ServicesTraditional Press Clipping Services
- Burre...
AudienceQuestionsAudienceQuestions
YourYour
FavoriteFavorite
News Gathering Tools?News Gathering Tools?
MonitoringMonitoring
DATADATA
on the Interneton the Internet
DataGatheringToolsDataGatheringTools
1.1. General Search EnginesGeneral Search Engines
- Google, Yahoo, MSN- Google, Yahoo...
AudienceQuestionsAudienceQuestions
Your FavoriteYour Favorite
Web Sites forWeb Sites for
Corporate Data?Corporate Data?
AudienceQuestionsAudienceQuestions
Your FavoriteYour Favorite
Data Gathering ToolsData Gathering Tools
to Monitor Competit...
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Monitoring Consumer-Generated Media (CGM) for Market Intelligence

  1. 1. Monitoring Consumer- Generated Media (CGM) For Market Intelligence © 2005, CyberAlert, Inc. All Rights Reserved
  2. 2. 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.
  3. 3. 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
  4. 4. 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?
  5. 5. 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
  6. 6. 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
  7. 7. Internet MonitoringObjectivesInternet MonitoringObjectives About…About… •• CompanyCompany •• BrandsBrands •• TrendsTrends •• IssuesIssues •• CompetitorsCompetitors
  8. 8. Internet MonitoringObjectivesInternet MonitoringObjectives • 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
  9. 9. Internet MonitoringObjectivesInternet MonitoringObjectives •• Identify and correctIdentify and correct problemsproblems • Gain competitive advantageGain competitive advantage • Protect / build reputationProtect / build reputation • Plan strategy / tacticsPlan strategy / tactics
  10. 10. Internet MonitoringObjectivesInternet MonitoringObjectives Bottom Line …Bottom Line … Better InformedBetter Informed Business DecisionsBusiness Decisions
  11. 11. 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
  12. 12. 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
  13. 13. 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?
  14. 14. 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
  15. 15. What toMonitor…What toMonitor… 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?
  16. 16. What toMonitor…What toMonitor… 2.2. DataData - Competitor Sites- Competitor Sites - Government Sites- Government Sites - Industry Sites- Industry Sites - Other?- Other?
  17. 17. What toMonitor…What toMonitor… 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 ???
  18. 18. MonitoringMonitoring ConsumerConsumer DiscussionDiscussion
  19. 19. 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
  20. 20. 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
  21. 21. 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??
  22. 22. 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
  23. 23. AttackSitesAttackSites
  24. 24. AttackSitesAttackSites
  25. 25. AttackSitesAttackSites
  26. 26. AttackSitesAttackSites
  27. 27. AttackSitesAttackSites
  28. 28. AttackSitesAttackSites
  29. 29. 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)
  30. 30. MainstreamMainstream Mass MediaMass Media == MediaMedia FORFOR thethe massesmasses
  31. 31. Consumer GeneratedConsumer Generated Mass MediaMass Media == MediaMedia BYBY thethe massesmasses
  32. 32. Everyone now hasEveryone now has the power to be athe power to be a publisher!publisher!
  33. 33. And reach largerAnd reach larger audiences than mostaudiences than most daily newspapers!daily newspapers! (advertising coming soon)(advertising coming soon)
  34. 34. Damaging corporateDamaging corporate and brandand brand reputations!reputations!
  35. 35. And offering a richAnd offering a rich source for insightsource for insight into consumerinto consumer opinion, issues andopinion, issues and trends!trends!
  36. 36. IntelligenceSourcesIntelligenceSources 1. Attack Sites1. Attack Sites Most Targeted Companies?Most Targeted Companies?
  37. 37. IntelligenceSourcesIntelligenceSources 1. Attack Sites1. Attack Sites 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)
  38. 38. AudienceQuestionAudienceQuestion 1.1. Has your company been theHas your company been the subject of an attack Web site?subject of an attack Web site?
  39. 39. 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?
  40. 40. AudienceQuestionAudienceQuestion 1.1. Has your company been theHas your company been the subject of an attack Web site?subject of an attack Web site? 2.2. 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?
  41. 41. AudienceQuestionsAudienceQuestions 4.4. What types of key words do youWhat types of key words do you monitor?monitor?
  42. 42. AudienceQuestionsAudienceQuestions 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
  43. 43. IntelligenceSourcesIntelligenceSources 1. Attack Sites1. Attack Sites 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
  44. 44. IntelligenceSourcesIntelligenceSources 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
  45. 45. ConsumerOpinionConsumerOpinion
  46. 46. ConsumerOpinionConsumerOpinion
  47. 47. ConsumerOpinionConsumerOpinion
  48. 48. IntelligenceSourcesIntelligenceSources 2. Consumer Opinion Sites2. Consumer Opinion Sites ExamplesExamples • ePinions.comePinions.com • Complaints.comComplaints.com • eComplaints.comeComplaints.com • PlanetFeedback.comPlanetFeedback.com • My3Cents.comMy3Cents.com • FuckedCompany.comFuckedCompany.com • Sucks500.comSucks500.com
  49. 49. IntelligenceSourcesIntelligenceSources 2. Consumer Opinion Sites2. Consumer Opinion Sites Most complained about industries?Most complained about industries?
  50. 50. IntelligenceSourcesIntelligenceSources 2. Consumer Opinion Sites2. Consumer Opinion Sites Most complained about industriesMost complained about industries • AirlinesAirlines • TelephoneTelephone • Credit CardCredit Card • AutomobileAutomobile • InsuranceInsurance • ComputerComputer
  51. 51. IntelligenceSourcesIntelligenceSources 2. Opinion Sites2. Opinion Sites How to Monitor…How to Monitor… •• DIY search engines not effectiveDIY search engines not effective •• Search individual sitesSearch individual sites •• CGM Monitoring ServiceCGM Monitoring Service - CyberAlert- CyberAlert
  52. 52. IntelligenceSourcesIntelligenceSources 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 • Criticisms can pop up anywhereCriticisms can pop up anywhere • Almost impossible to monitor manuallyAlmost impossible to monitor manually
  53. 53. MessageBoards /ForumsMessageBoards /Forums
  54. 54. MessageBoards /ForumsMessageBoards /Forums
  55. 55. MessageBoards /ForumsMessageBoards /Forums
  56. 56. IntelligenceSourcesIntelligenceSources 3. Message Boards / Forums3. Message Boards / Forums How to Monitor…How to Monitor… •• General search engines not veryGeneral search engines not very effectiveeffective •• Specialized search engineSpecialized search engine - Boardreader.com- Boardreader.com •• CGM subscription serviceCGM subscription service - CyberAlert- CyberAlert
  57. 57. IntelligenceSourcesIntelligenceSources 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 • Criticisms can pop up anywhereCriticisms can pop up anywhere • Almost impossible to monitorAlmost impossible to monitor manuallymanually
  58. 58. Usenet News GroupsUsenet News Groups
  59. 59. Usenet News GroupsUsenet News Groups
  60. 60. IntelligenceSourcesIntelligenceSources 4. Usenet News Groups4. Usenet News Groups How to Monitor…How to Monitor… •• 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 - CyberAlert- CyberAlert
  61. 61. IntelligenceSourcesIntelligenceSources 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
  62. 62. IntelligenceSourcesIntelligenceSources 5. E-Mail Discussion List5. E-Mail Discussion List How to Monitor…How to Monitor… •• 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
  63. 63. IntelligenceSourcesIntelligenceSources 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
  64. 64. 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
  65. 65. Categories of “Blogs”?Categories of “Blogs”? PersonalPersonal ““Enthusiast”Enthusiast” ProfessionalProfessional Self-FocusedSelf-Focused Interest-FocusedInterest-Focused Opinion-FocusedOpinion-Focused Motivated byMotivated by sharingsharing Motivated byMotivated by communitycommunity Motivated byMotivated by 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
  66. 66. 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
  67. 67. WhyThey“Blog”WhyThey“Blog”
  68. 68. 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
  69. 69. 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 Self – ActualizationSelf – Actualization (Maslow’s Hierarchy of Needs)(Maslow’s Hierarchy of Needs)
  70. 70. Frequencyof BlogPostsFrequencyof BlogPosts
  71. 71. Frequencyof BlogPostsFrequencyof BlogPosts
  72. 72. 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
  73. 73. Credibilityof BlogsCredibilityof Blogs
  74. 74. 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
  75. 75. Patternof BlogInfluencePatternof BlogInfluence
  76. 76. PrototypicalProfessionalBlogPrototypicalProfessionalBlog
  77. 77. BloggerinMainstreamBloggerinMainstream
  78. 78. BloggerinMainstreamBloggerinMainstream
  79. 79. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  80. 80. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  81. 81. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  82. 82. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  83. 83. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  84. 84. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  85. 85. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  86. 86. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  87. 87. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  88. 88. 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
  89. 89. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  90. 90. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  91. 91. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  92. 92. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  93. 93. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  94. 94. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  95. 95. Dell Hell: BlogCaseStudyDell Hell: BlogCaseStudy
  96. 96. BlogMeasurement ToolBlogMeasurement Tool
  97. 97. BlogMeasurement ToolBlogMeasurement Tool
  98. 98. BlogMeasurement ToolBlogMeasurement Tool
  99. 99. BlogMeasurement ToolBlogMeasurement Tool
  100. 100. CyberAlert ServiceCyberAlert Service
  101. 101. BlogMeasurement ToolBlogMeasurement Tool
  102. 102. BlogMeasurement ToolBlogMeasurement Tool
  103. 103. BlogMeasurement ToolBlogMeasurement Tool
  104. 104. BlogMeasurement ToolBlogMeasurement Tool
  105. 105. 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
  106. 106. FreeTrialFreeTrial
  107. 107. 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
  108. 108. MonitoringMonitoring NewsNews on the Interneton the Internet
  109. 109. WhyInternet News Monitoring?WhyInternet News Monitoring? 1.1. Where the most news sourcesWhere the most news sources are…are…
  110. 110. 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
  111. 111. WhyInternet Monitoring?WhyInternet Monitoring? 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
  112. 112. News ontheWebNews ontheWeb
  113. 113. News ontheWebNews ontheWeb
  114. 114. WhyInternet Monitoring?WhyInternet Monitoring? 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
  115. 115. 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
  116. 116. AudienceQuestionsAudienceQuestions YourYour FavoriteFavorite News Gathering Tools?News Gathering Tools?
  117. 117. MonitoringMonitoring DATADATA on the Interneton the Internet
  118. 118. 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
  119. 119. AudienceQuestionsAudienceQuestions Your FavoriteYour Favorite Web Sites forWeb Sites for Corporate Data?Corporate Data?
  120. 120. AudienceQuestionsAudienceQuestions Your FavoriteYour Favorite Data Gathering ToolsData Gathering Tools to Monitor Competitors?to Monitor Competitors?

Presentation Objective: To learn how to better monitor the Internet, especially CGM for market intelligence.

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