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Web Listening – Banking Example
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Topics
Free Workshop Offer
Banking Listening Example Report
Listening Framework
Listening framework
ParsingParsing ParsingParsing
ClassificationClassification
Counting Terms Keyword Sentiment
ParsingParsing
ClassificationClassification
TaxonomyTaxonomy
Feature-Level Sentiment
A taxonomy can be created for each product/service
category in order to track sentiment
accurately.
The DigitalMR Approach
Analyzing large volumes of unstructured data
Listening VoC Communities
Unstructured Sources
Software Tools
Curation
Insights
Web Call Centre CRM DB Surveys
Frequently Asked Questions & Answers
1. Are the kind of people who post comments on the web representative of the clients of a brand?
A: No they are representative of the people who have access to the internet and are inclined to voice their opinion.
2. Are the people who post comments on the internet an important enough group for my brand?
A: Yes since they make their opinion public for everyone to see. Their impact can be much higher than one can measure.
3. Does everyone’s posted comment have the same influence on the market perception of my brand?
A: No it depends on the person who posts a comment and their personal influence e.g. No. of followers, celebrity etc.
4. When a web-listening report is set-up do I only get comments harvested from that point in time onward?
A: No back-data is available as long as the posts are still on the internet with the date of the post registered.
SAMPLE INSIGHTS REPORTBANKING USA/UK
Share of Voice by Bank
Bank O
f Am
erica
Well
s Far
go A
nd C
ompa
ny
Amer
ican
Expre
ssHsb
c
Wac
hovia
Cor
p
Key B
ank U
sa
Well
s Far
go
Barcla
ys
Discov
er B
ank
Sover
eign
Bank
Tcf And
Td
Bank
Sover
eign
Bank
Us Ban
k0.0%
5.0%
10.0%
15.0%
20.0%
25.0% 21.7%
17.0%
9.3%8.5%5.5%4.8%4.7%4.4%4.1%2.9%2.7%2.4%2.4%2.4%1.9%1.5%1.1%0.8%0.7%0.3%0.3%0.2%0.1%0.1%0.0%0.0%
SoV
SoV
Negative and Positive Share of Voice
Bank Of America
Capital One
Citibank N A
Wells Fargo And Company
J.P. Morgan - Chase Manhattan Bank
Bank One
Hsbc
Wachovia Corp
Key Bank Usa
Citizen'S Bank
U.S. Bancorp
Discover Bank
Barclays
Halifax
American Express
Natwest
Sovereign Bank
Wells Fargo
Advanta Bank
Tcf And Td Bank
Orchard Bank
Rbc
Us Bank
Sovereign Bank
Rbs
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
29.4%
10.7%
10.2%
9.8%
4.5%
4.5%
4.3%
4.2%
4.0%
3.4%
2.1%
2.1%
1.9%
1.8%
1.6%
1.3%
1.1%
0.9%
0.7%
0.7%
0.3%
0.1%
0.1%
0.1%
0.1%
Negative SoV
Citibank N A
Wells Fargo And Company
Bank Of America
American Express
Capital One
Bank One
Natwest
Wachovia Corp
Hsbc
J.P. Morgan - Chase Manhattan Bank
Halifax
Wells Fargo
Barclays
Key Bank Usa
Citizen'S Bank
U.S. Bancorp
Sovereign Bank
Discover Bank
Rbc
Orchard Bank
Sovereign Bank
Rbs
14.9%
13.7%
13.2%
10.2%
7.3%
6.5%
5.7%
5.4%
4.0%
3.2%
3.2%
2.4%
2.3%
2.2%
2.0%
1.5%
0.6%
0.5%
0.5%
0.3%
0.2%
0.1%
Positive SoV
American Express has 10.2% positive SoV but only 1.6% negative SoV!!!!
Banking - # of Posts by Source
Twitter.Com
My3Cents.Com
Rateitall.Com
Facebook.Com
Reviewcentre.Com
Epinions.Com
0 500 1000 1500 2000 2500
2448
614
416
200
94
85
Count
Most posts are found on Twitter
Drill-down level 1
Share of Voice on Twitter by BankDrill-down level 2
HSBC Sentiment on Twitter
Share of negative much hire than share of positive sentiment, however neutral is extremely high at 57.3%!?
Drill-down level 3
HSBC Negative Sentiment on Twitter
Verbatim
leeyahgrl: paid HSBC Visa today. Bleh. They upped my limit again. Sneaky bastards.silviosh: Pow , tãao dizendo que acabou ingresso pro Show No HSBC ;x
vineeththomas29: RT @VictoriaNovikov: HSBC: data on 15,000 Swiss account holders stolen: Information on 15,000 HSBC customers with Swiss accounts has b... http://bit.ly/cjGazB
asaif10: HSBC says stolen data from Swiss branch included info on 24,000 accounts. - swissinfo http://bit.ly/cL4MGb Switzerland Schweiz Privatbank
oddmartini: @jpuopolo #HSBC locked out of my account while in Seattle USA - told I had to go back to branch in Sydney Australia to sort out the problem.
Londonlocalnews: HSBC admits details of 24,000 Swiss bank accounts stole... - http://fx.ly/a/49_0ac9550e54
tchista: HSBC: data on 15,000 Swiss account holders stolen - http://bit.ly/cSPZGO
oddmartini: @jpuopolo #HSBC Supplied me with 6 pin's all of which were incorrect. I was living away in Seattle and couldn't access cash for 3 months.
promosxch: Swiss theft puts HSBC in spotlight over tax evasion - http://bit.ly/aAXv3s
ShaileshKYT: Swiss theft puts HSBC in spotlight over tax evasion - http://bit.ly/aAXv3s
voltronthecat: HSBC: data on 15,000 Swiss account holders stolen: Information on 15,000 HSBC customers with Swiss accounts ... http://tinyurl.com/yevy7hc
Drill-down level 4
Posts from “My 3 Cents” by Sentiment
This web-site must be a centre of negativity!
My “3 Cents” Negative Sentiment by Bank
BoA has almost as many negative comments on this website as all the other banks together!
Post Frequency of Banking Features
Customer Service is the most frequently mentioned attribute
followed by credit cards and deposits.
BoA Sentiment by Feature
BoA has serious issues with Customer Service. What are they?
Negative Sentiment for BoA – Customer Service
Unreasonable fees
Non responsive
Hidden fees
rateitall.comBank of America
I would rate them a 0 but it won't let me. 1 star...
I would rate them a 0 but it won't let me. 1 star is more than they deserve. Avoid this bank at all costs. The customer service is terrible and they charge unreasonable fees for pretty much everything. Move your money to a local bank and pray the bank of america goes under.Add your Vote:
rateitall.comBank of America
DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT...
DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT BANK.
Bank of America's fee structure is set-up to steal and take advantage of its clientele. The Federal government never should have saved such a corrupt and deceitful organization. If you do decide to do business with them they will steal from you, and when you call to get you hard earned money back you will experience a nice dose of what could only be called "extremely awful" customer service. I had truly hoped when I made my call that all the bad press Bank of America always receives was overblown, but the fact is if anything they deserve only more bad press. I hope this serves as a warning: DO NOT EVEN THINK ABOUT DOING BUSINESS WITH THESE CRIMINALS!Add your Vote:
Drill-down to find out what they say
Respond to issues through PR staff or agency
Invite disgruntled customers to a conversation
Further drill-down to the Actual comments on the Websites where they posted the Comments.
Spend most of the online PR budget on Twitter.
Bank of America should devise a plan on how to address its customer service issues
88% of the sentiment on “My3cents.com” is negative!
HSBC has 4.7% SoV. Is its fair market share? If not what can they do about it?
Investigate how my overdraft fees compare to competitors.
What is wrong with my customer service? Should I respond to all disgruntled customers?
How do my credit cards compare to competition? Do I have an image issue or a real one?
How is my bank doing on the top 3 attributes: Customer Service, Credit Cards, Deposits?
Banking - Conclusions & More Questions
NEW: Banking Monthly Syndicated Report
• Launching Month: October 2010.
• Deliverables: Monthly powerpoint report with recommendations and access to online data for custom analysis. Presentation and action planning workshop optional.
• Annual syndicated report price for the launching customers: £12,000 (includes 12 reports) .
• For comparison purposes, price for a customized tracking program: £42,000 per annum.
For your bank do you have the answers to these questions:
Who owns
“digital” in my
company?
What is my
“digital” strategy?
Am I spending enough?
Am I spending it the right
way?
How do I choose
my “digital”
partners?
Special Offer Free Web Strategy Workshop
# of Mentions Sentiment FeaturesIndividual
Comments
ProductDevelopment
PRMarketing/
Market Research
E-Commerce Brick & Mortar
• Objective: Attempt to answer some of the questions on “Digital” • Duration: Half a Day• Participants: Multi-department, multi discipline
Download the DigitalMR 20 Questions on www.digital-mr.com !
DigitalMR Ltd.Contact: Michalis A. [email protected]
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