1

E-reputation managementPresenting the VanksenWatch solutions

22

0101 02 03 04 05 06

Background: the influence of the Web today

The Web influences purchase decisions Millions of Web users express their

opinions on your brand, products, staff etc. online…

Emergence of the consum-actor

Two-way communication

Conversational media: Twitter, forums, information sites etc.

These conversations influence other Web users

In their purchase decisions

In their brand perception

VanksenWatch

Exposure to online media during the last purchase

Source: Ifop - Sept. 2009 I Internet premier média vs autres médias”

33

0201 02 03 04 05 06

Our vision of online brand reputation

How to manage your online reputation

VanksenWatch

4 key steps

medium termshort term

listen measure analyzeengage

conversations

reactive actions

proactive actions

44

0301 02 03 04 05 06

VanksenWatch: how does it work?

VanksenWatch

1 2 3 4Gathering data

Automatic qualification

Human analysis

Your brand

After selecting specific keywords on your brand environment. New conversations between Web users are gathered on the platform every day.

The VanksenWatch platform filters and automatically qualifies the results based on media type, date, relevance etc.

Our team analyzes these results by defining the vigilance level and compiling them in reports that are consolidated by action recommendation.

You regularly (daily, weekly, or monthly) receive our analysis. This allows for a real overview and gives opportunities to manage your e-reputation.

55

0401 02 03 04 05 06

VanksenWatch: our different solutions

VanksenWatch

Audit

One-shot analysis of the most visible statements about a product, brand, or employee by Web users (forums, blogs, information websites, social media etc.)

Monitoring

Long-term service consisting of the surveillance and analysis of statements about a product, brand, or staff member by Web users (forums, blogs, information websites, social media etc.)

Monitoring and reactive community management

Long-term service consisting of the surveillance and analysis of statements about a product, brand etc… combined with a reactive community management program

66

0401 02 03 04 05 06

VanksenWatch: identifying the sources

VanksenWatch

Audit

One-shot analysis of the most visible statements by Web users concerning a product, brand or staff member (forums, blogs, information websites, social media etc…)

Objectives Identify the relevant communities Evaluate your brand’s perception online

Actions Audit of the relevant sources that are most visible in

search engines at a given time

Deliverables A detailed report of the conducted audit

Volume data Polarity data Focus Weighted polarity of different monitored categories

77

0401 02 03 04 05 06

VanksenWatch: monitoring your e-reputation

VanksenWatch

Monitoring

Long-term service consisting of the surveillance and analysis of statements by Web users concerning a product, brand or staff member (forums, blogs, information websites, social media etc…)

Objectives Follow the daily conversations of Web users about

your brand, products etc.

Actions Set up a monitoring program on the

VanksenWatch platform

Deliverables Regular alerts (daily or weekly) Monthly report Result presentation on your premises by a member

of our team

Volume of relevant statements during one month

88

0401 02 03 04 05 06

VanksenWatch: engaging your community

VanksenWatch

Monitoring and reactive community management

Long-term service consisting of the surveillance and analysis of statements by Web users concerning a product, brand, etc… combined with a reactive community management program

Objectives Go further than a simple monitoring and quickly

answer Web users’ questions Develop your brand image

Actions Set up a reactive community management program

based on relevant data provided by the alerts

Deliverables A monthly community management report

99

0501 02 03 04 05 06

Case studies : Danone

VanksenWatch

Objectives for the customer - Answer the following questions :

- Where internet users are talking about the brand and the products?

- What are they saying? What is the overall sentiment ? - How can we interact with our consumers on the web?- How can we anticipate a crisis and manage it?

Target/Market-The French market

Strategies-Data mining :

-Daily measurement of every conversation generated on the French social web about Danone’s dairy brands (Danette, Actimel, Activiaetc…) through the VanksenWatch platform

-Data analysis-Daily human analysis of each of the brands (sentiment analysis)-When appropriate (negative conversation for the brand or very positive), proposal of an answer by a dedicated community manager

-Integration within Danone’s crisis management units

Results and deliverables -Daily alert compiling all the relevant data of the day -Monthly report focusing on a specific subject decided by the customer-Consulting and implementation for Community Management

1010

0501 02 03 04 05 06

Case studies : SFR (french mobile carrier)

VanksenWatch

Objectives - Answer the following questions :

- Where internet users are talking about the brand and the products?

- What are they saying?- What is the overall sentiment ?- How can we influence the sentiments in a positive way and

generate sales ?

Target/Market- French market

Strategies- Reactive side:

- Conversation Map : a comprehensive survey of what and where people are discussing about SFR and its products, where the brand can potentially engage with people

- Influence Score : a score of the web influence of the brand, based on the volume of citations and the polarity, calculated each month with a human process

- Proactive side:- Twitter Strategy, on the @SFR_fr account- Engage the conversation with followers on Twitter

Results and deliverables- Monthly survey and presentation at headquarters

1111

0501 02 03 04 05 06

Case studies : Belambra

VanksenWatch

Objectives- Answer the following questions :

- Where internet users are talking about the brand and the products?

- What are they saying? What is the overall sentiment ? - How can we interact with our consumers on the web?- How can we generate positive sentiments and generate sales in

the off-season?

Target/Market-French market

Strategies-Data mining and analysis :

- Daily measurement of every conversation generated on the French social web about Belambra or its old brand name (VVF Vacances) through the VanksenWatch platform

-Daily human analysis of each of the brands (sentiment analysis)-Community management:

-Advice and composition of answers when it is appropriate to respond.

-Implementing the Twitter and Facebook presence

Results and deliverables-Daily report containing all the relevant mentions of the brand-Interacting with Belambra’s clients on social media-E-mailing campaign to all satisfied clients to encourage them to post positive reviews on TripAdvisor

1212

0501 02 03 04 05 06

Appendices

VanksenWatch

search engines

blogs, forums and

opinion websites

content sharing

sites

social networks

micro-blogging

sites

Which types of websites do we monitor?

In order to monitor the most relevant content sources we configure our platform based on a pre-study benchmark.

*

* monitoring of the visible URLs

*

1313

0501 02 03 04 05 06

Appendices: a screenshot of VanksenWatch

VanksenWatch

1414

Examples of offered metrics

How often has your brand been relevantly mentioned in one month?

Which is the polarity of the statements about your brand?

0501 02 03 04 05 06

Appendices

VanksenWatch

1515

Examples of offered metrics

In which media do Web users talk about your brand? How are you positioned compared to your competitors?

0501 02 03 04 05 06

Appendices

VanksenWatch

1616

Examples of offered metrics

Where are the communities that talk about your brand in a social media map?

0501 02 03 04 05 06

Appendices

VanksenWatch

Map created in cooperation with solutions

1717

0601 02 03 04 05 06

About Vanksen

VanksenWatch

Since 2002, Vanksen has been developing a series of advanced solutions and a solid expertise

in online brand monitoring: detecting brand abuse in sponsored links or domain names,

audit or annual buzz monitoring, mapping communities and conversation hubs…

“Nowadays major brands are looking for assistance in managing their e-reputation which

combines advanced technical solutions and a solid know-how in PR 2.0 and influence

marketing. Thanks to this efficient combination, since 2002 Vanksen has been successfully

working with brands such as SFR, Danone, Belambra, LVMH…”

Emmanuel Vivier, Vanksen CEO

E-reputation specialist with 9 years of experience

1818

0601 02 03 04 05 06

Some examples of our references

VanksenWatch

Daily monitoring

Brand awareness audit

Community identification

Crisis managementMonitoring the

social Web

Brand and market audit

1919

0601 02 03 04 05 06

Vanksen: connecting brands & consumers

VanksenWatch

20

© 2009. VanksenGroup SA, all rights reserved. All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorization.

Thanks you and is all earsIt will be our pleasure to answer your questions.

vanksen luxembourg7 rue des MérovingiensL-8070 BertrangeLuxembourgTel: +352 48 90 90 339Fax: +352 48 90 90 140www.vanksen.com

Email: info@vanksen.comPhone: +352 48 90 90 336