internet monitoring © 2000, cyberalert, inc. all rights reserved

Internet Monitoring

© 2000, CyberAlert, Inc.All Rights Reserved

TopicsTopics1.1. Why Monitor the Internet?Why Monitor the Internet?

2.2. Market Intelligence on the InternetMarket Intelligence on the Internet

3.3. Case Studies: Market IntelligenceCase Studies: Market Intelligence

4.4. How to Monitor the InternetHow to Monitor the Internet

5.5. Market Intelligence StrategiesMarket Intelligence Strategies

6.6. CyberAlert (NetpinionsCyberAlert (NetpinionsTMTM))

7.7. SummarySummaryEntire presentation available toEntire presentation available to

everyone as PowerPoint file. everyone as PowerPoint file.

Why Monitor the Why Monitor the Internet?Internet?1.1. Epicenter of business informationEpicenter of business information

• Corporate Corporate

• Product Product

2.2. Primary resource for consumersPrimary resource for consumers

• Product specificationsProduct specifications

• Product reviews, comparisonsProduct reviews, comparisons

• Consumer opinionConsumer opinion

• PricingPricing

3. Where the news is….first3. Where the news is….first

News on the Web News on the Web

Why Monitor the Why Monitor the Internet?Internet?4. “4. “Buzz” starts on the Internet; opinion Buzz” starts on the Internet; opinion

trends form on Internettrends form on Internet

5. Bad things happen to good 5. Bad things happen to good companies on the companies on the InternetInternet

6. Intelligence/insights can appear most 6. Intelligence/insights can appear most anywhereanywhere• Attack Web Sites (5,000+)Attack Web Sites (5,000+)

• Consumer Opinion Sites (epinions)Consumer Opinion Sites (epinions)

• Web Message Boards (Forums)Web Message Boards (Forums)

• Usenet News GroupsUsenet News Groups

• E-mail Discussion GroupsE-mail Discussion Groups

Internet Monitoring Internet Monitoring Objectives Objectives • Gather key market informationGather key market information

• • NewsNews • • Reviews Reviews

•• OpinionsOpinions •• Attitudes Attitudes

•• FactsFacts •• Insights Insights

•• IdeasIdeas •• Plans Plans

• Gain visibilityGain visibility

• Find patterns / trendsFind patterns / trends

Internet Monitoring Internet Monitoring Objectives Objectives

About…About…

•• CompanyCompany

•• BrandsBrands

•• TrendsTrends

•• IssuesIssues

•• Competitors Competitors

Internet Monitoring Internet Monitoring ObjectivesObjectives• 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 correct Identify and correct problemsproblems

• Gain competitive advantage Gain competitive advantage

• Protect / build reputationProtect / build reputation


Bottom Line …Bottom Line …

Better InformedBetter Informed

Business DecisionsBusiness Decisions

Audience QuestionsAudience Questions1.1. Does your company Does your company regularlyregularly monitor the Internet monitor the Internet

to see what others have said about the company to see what others have said about the company and its products?and its products?

Web publications Web publications (nytimes.com, forbes.com)(nytimes.com, forbes.com) Usenet news groups Usenet news groups (alt.misc.consumer)(alt.misc.consumer) Message boards Message boards (epinions)(epinions) Commercial Web sites Commercial Web sites (www.competitor.com)(www.competitor.com)

2.2. What tools do you use to monitor?What tools do you use to monitor?• Internet monitoring service Internet monitoring service (CyberAlert)(CyberAlert)

• Search engines Search engines (Google, AltaVista)(Google, AltaVista)

• News aggregator News aggregator (YahooNews, Newspage)(YahooNews, Newspage)

3. 3. Has anyone had a major “triumph” fromHas anyone had a major “triumph” from Internet Internet monitoring?monitoring?

• Database Service Database Service (Lexis-Nexis, Dialog)(Lexis-Nexis, Dialog)

Examples of Successes Examples of Successes • Sporting goods company found activist group

planning demonstration and boycott

• Within days of launch, software firm found Within days of launch, software firm found dissatisfaction with specific product features dissatisfaction with specific product features

• Finance company uncovered customer anger Finance company uncovered customer anger at company policiesat company policies

• Pharma firm found MDs recommending Pharma firm found MDs recommending product inappropriatelyproduct inappropriately

• Telco uncovered competitor strategyTelco uncovered competitor strategy

• Fashion company discovered rumorFashion company discovered rumor

• Insurance company found broker Insurance company found broker misrepresenting productsmisrepresenting products

Intelligence SourcesIntelligence Sources1. Attack Web sites1. Attack Web sites• 5,000+ rogue Web sites (est.)5,000+ rogue Web sites (est.)

Intel, McDonald’s, Nike, First USAIntel, McDonald’s, Nike, First USA

• 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

Attack SitesAttack Sites

Intelligence SourcesIntelligence Sources2. Web site message boards/forums2. Web site message boards/forums• Consumer opinion sites (300+)Consumer opinion sites (300+)

• Message boards (25,000+ est.)Message boards (25,000+ est.) Yahoo, AOL, many other Web sitesYahoo, AOL, many other Web sites

• Unmoderated -- say anythingUnmoderated -- say anything

• Messages are public, indexed by search Messages are public, indexed by search enginesengines


• Almost impossible to monitor manuallyAlmost impossible to monitor manually

Web ForumsWeb Forums

Intelligence SourcesIntelligence Sources

3. Usenet News Group Postings3. Usenet News Group Postings• 63,000 groups63,000 groups

• Unmoderated: anyone can post Unmoderated: anyone can post messages, no editingmessages, no editing

• Messages are public, readable by Messages are public, readable by anyone -- 5+ million messages/dayanyone -- 5+ million messages/day


• Almost impossible to monitor Almost impossible to monitor manuallymanually

UsenetUsenet

Intelligence SourcesIntelligence Sources4. E-Mail Discussion Lists4. E-Mail Discussion Lists• 150,000+ lists and growing 150,000+ lists and growing

• Must subscribe; only subscribers Must subscribe; only subscribers see messages, sent by e-mailsee messages, sent by e-mail

• Moderated and unmoderatedModerated and unmoderated

• 1 million + messages per day1 million + messages per day

• Posts go to all subscribersPosts go to all subscribers

• Very difficult to monitor, even with Very difficult to monitor, even with automated systemsautomated systems

Case Study: MonsantoCase Study: Monsanto

Monitoring MethodsMonitoring Methods1.1. Search EnginesSearch Engines

• Deep monitoring (1 billion pages)Deep monitoring (1 billion pages)

• Can’t sort new documentsCan’t sort new documents

• Rarely search news mediaRarely search news media Spiders every 6 to 12 weeksSpiders every 6 to 12 weeks Lacks timelinessLacks timeliness

• Time consuming / costlyTime consuming / costly

Monitoring MethodsMonitoring Methods2. Database Services2. Database Services

• Deep database archives Deep database archives Esoteric informationEsoteric information

• Weak current newsWeak current news Delayed entryDelayed entry

• Weak InternetWeak Internet

• CostlyCostly

Monitoring MethodsMonitoring Methods3. Electronic News Services3. Electronic News Services

• Personalized newsPersonalized news SyndicatorsSyndicators Timely Timely

• Delivers top 10 stories onlyDelivers top 10 stories only

• National news onlyNational news only No reviews/editorials; no regional mediaNo reviews/editorials; no regional media

• InexpensiveInexpensive

Monitoring MethodsMonitoring Methods4a. Internet Monitoring Services4a. Internet Monitoring Services

Monitoring MethodsMonitoring Methods4b. Internet Monitoring Services4b. Internet Monitoring Services

Monitoring MethodsMonitoring Methods4c. Internet Monitoring Services4c. Internet Monitoring Services• Automated monitoringAutomated monitoring

Time and cost efficient Time and cost efficient (80/20 rule)(80/20 rule)

• Timely coverageTimely coverage Daily indexing of Web publicationsDaily indexing of Web publications

• Broad coverageBroad coverage Web publications (3,000+)Web publications (3,000+) Usenet news groups (63,000+)Usenet news groups (63,000+) Commercial, academic, and Commercial, academic, and

government Web sites (5+ million)government Web sites (5+ million)

Monitoring MethodsMonitoring Methods4d. Internet Monitoring Services4d. Internet Monitoring Services• Complex Boolean-type search Complex Boolean-type search

strings Automated monitoringstrings Automated monitoring (Monsanto or Pharmacia) and (Monsanto or Pharmacia) and

(genetic or biotech or food or crop (genetic or biotech or food or crop or seed) and not (Round Up) or seed) and not (Round Up)

Nike and (sweatshop or labor or Nike and (sweatshop or labor or wages)wages)

(First USA or FirstUSA) and (scam (First USA or FirstUSA) and (scam or scum or idiot or thief or…….)or scum or idiot or thief or…….)

Monitoring MethodsMonitoring Methods4e. Internet Monitoring Services4e. Internet Monitoring Services• Delivers NEW citations dailyDelivers NEW citations daily

• Delivers more than news storiesDelivers more than news stories Reviews, editorials, consumer Reviews, editorials, consumer

opinionopinion

• Delivers ALL citations found the Delivers ALL citations found the previous 24 hours previous 24 hours

• Delivers relevant, finely-grained Delivers relevant, finely-grained information information

• Stores “clips”Stores “clips”

Monitoring MethodsMonitoring Methods4f. Internet Monitoring Services4f. Internet Monitoring Services

(CyberAlert only)(CyberAlert only)

• Robust document and knowledge Robust document and knowledge management functionsmanagement functions Document sharingDocument sharing Document annotationDocument annotation Document storageDocument storage

o Personalized storage capabilitiesPersonalized storage capabilities

o Fully searchable archiveFully searchable archive

Monitoring MethodsMonitoring Methods4g. Internet Monitoring Services4g. Internet Monitoring Services• Combine best attributes of…Combine best attributes of…

Search EnginesSearch Engines

o In-depth coverage of visible InternetIn-depth coverage of visible Internet Electronic News ServicesElectronic News Services

o Timely coverage of news sourcesTimely coverage of news sources Traditional Clipping ServicesTraditional Clipping Services

o Delivery of all found articles from Delivery of all found articles from widest possible range of sourceswidest possible range of sources

Conferences / DialogConferences / Dialog

o Consumer opinion researchConsumer opinion research

Internet monitoring, market Internet monitoring, market intelligence, and clip intelligence, and clip

management system. management system. http://www.cyberalert.comhttp://www.cyberalert.com

SummarySummary

• Internet is today’s primary source of Internet is today’s primary source of news and “buzz” (consumer opinion)news and “buzz” (consumer opinion)

• Internet monitoring is key element in Internet monitoring is key element in market/competitive intelligence and market/competitive intelligence and consumer opinion researchconsumer opinion research

• For complete coverage, monitor…For complete coverage, monitor… News (international, national, local)News (international, national, local) Reviews, editorials, commentaryReviews, editorials, commentary Consumer opinionConsumer opinion

SummarySummary

• Multiple monitoring tools for different Multiple monitoring tools for different tasks.tasks. Continuing / OngoingContinuing / Ongoing

o Netpinions (CyberAlert) for integrated Netpinions (CyberAlert) for integrated monitoring (news, reviews, consumer monitoring (news, reviews, consumer opinion, etc.) on automated continuing opinion, etc.) on automated continuing basis, delivered dailybasis, delivered daily

As NeededAs Neededo News integration service to cover top of News integration service to cover top of

newsnews

o Database service for historical research / Database service for historical research / archived materialarchived material

o Search engines for .com, .edu, .gov Web Search engines for .com, .edu, .gov Web sitessites

SummarySummary

• Internet monitoring is only first step in Internet monitoring is only first step in market intelligence programmarket intelligence program AnalysisAnalysis

o Nuggets of intelligenceNuggets of intelligence

o Patterns of criticisms/complaintsPatterns of criticisms/complaints

ReportingReportingo Frequent delivery to appropriate decision-Frequent delivery to appropriate decision-

makersmakers

RespondingRespondingo Private and publicPrivate and public

Corrective action Corrective action o Quick, decisive policy fix before serious Quick, decisive policy fix before serious

damage is donedamage is done

Nobody monitors the Internet better Nobody monitors the Internet better thanthan

A Service ofA Service of

www.cyberalert.comwww.cyberalert.com

William J. ComcowichCyberAlert, Inc.Foot of Broad St

Stratford, CT. 06615203-375-7200

[email protected]

internet monitoring © 2000, cyberalert, inc. all rights reserved

Documents

web slide

web news

dialog slide

internet opinion trends

build reputation slide

rights reserved slide

comparisons product

attack web sites