Final stages to be launched in Mexico

1. About BuzzMetrics
BuzzMetrics, a service of the Nielsen Company, is the recognized
leader in helping marketers promote, protect and gain unique insights
about their brands through the measurement and analysis of
Consumer-Generated Media.
We help clients achieve business goals in the areas of:
•Consumer Insight
•Reputation Management
•Product Launch
•Marketing Effectiveness
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

2. How Did We Get Here?
Infrastructure
• Ongoing R&D investment of more than $40 million and growing
• Nielsen ownership brings resources and scale to do it right
• Multiple patents and product roadmap that includes not only CGM but all marketing and media data
• Largest current and historical content reservoir
• Blogpulse to be connected to consumer usage
People
• Sum of the best companies in the space (BZM, Intelliseek, Trendum)
• Vertical expertise coupled with deep CGM knowledge
• Co-founded the industry body (WOMMA), featured and sourced in all major media
Processes
• A technology philosophy that combines the best of
human and machine intelligence
• Nielsen reach, rigor and methodology expertise
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© 2007 The Nielsen Company

3. • 18 of Top 20 Advertisers
• 15 of Top 15 Pharma
• 10 of Top 15 Financial
• 9 of Top 10 Food
• 15 Top Tech
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

4. The World has Changed……
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© 2007 The Nielsen Company

5. Consumers are the New Authorities
Then Now
“Turns out the contaminated wheat gluten that
has sickened and killed so many cats and dogs
recently has ended up in quite a few brand
names. I finally found a complete list of the
affected brands here. I feed my cats --- dry food,
and fortunately the dry food was not on the list.
The --- wet is, though. Don't assume that your
brand is safe. Check the list!”
- stynes.blogspot.com, 04/05/07
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

6. They Are Talking and Being Heard
80
73
Posted Product Reviews
Read User Reviews
58
60
Forwarded Info Found Online
Actively Participating in CGM
40
30
27
20
0
% of Online US Adults
*From AC Nielsen Homescan and BuzzMetrics
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

7. Consumer-Generated Media Is
Becoming the Content of the Web
Corporate
Other
content
(.affiliate, etc)
18%
22%
Media
content
12%
Consumer generated
Expert
content
content
26%
22%
26% of top search results for
world’s twenty largest brands
is consumer-generated.
- Jupiter Research
Amplification
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

8. Why Care? To Stay Ahead of Change
Blog Buzz Helps Companies Catch
Trends in the Making
By Steven Levingston
Washington Post Staff Writer
Friday, March 3, 2006; Page A01
ConAgra Foods Inc. got an early
warning from chatter on the Internet
that the low-carb craze was fading. The
huge food company seized the chance
to promote an alternative menu, its
Healthy Choice soups, entrée and
lunch meats.
quot;By utilizing online message boards you pick up nuances in the marketplace—customer
statements, thoughts—that enable us to distinguish whether something is a trend that has
long-term impact or a fad that will be short-lived.quot;
-Director of Strategy and Insights, ConAgra
[NBZM client]
Source: BuzzMetrics research
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

9. Why Care? To Head off Threats Before they Tip
• Have the information to take action on potential issues before they
become mainstream conversation
Buzz Trend for New Blu-Ray Player Review “It's gotten so bad that
someone at AVS forums said
Consumers sharing
that instead of quot;BluRayquot; they
and spreading the
should call it quot;BluRRY.quot;
poor review
Afterdawn Forum
quot;The picture output of the
player is very soft and really
doesn't look like High
Early and
Definition at all. The picture
inaccurate
consumer review
quality of standard DVDs
played on the ----- is especially
bad.”
AVS Forums
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

10. How We Help Marketers
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

11. A Decade of Tracking Changing Media
• A diverse and fast-growing body of online content that is
expanding into multi-media formats
Social media
Micro-community
Ratings & sites
Internet Population
review sites
Co-creation
Consumer
blogs
Feedback
Internet
portals
discussion
forums Moblogs
Media
Audio
blogs
blogs
Groups
Usenet
Video blogs
newsgroups Marketer (VLOGS)
blogs
Early-Stage Internet Recent Internet
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

12. Ten-Year Investment in Text-Mining and Analysis Technologies Plus
World-Class Analysts and Research Methodologies
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

13. Producing Metrics to Understand Discussion
Volume Number of comments “Turns out the contaminated wheat gluten that
Number of individuals talking has sickened and killed so many cats and dogs
recently has ended up in quite a few brand
Sentiment Overall tone, polarity to product,
names. I finally found a complete list of the
issue, brand, feature
affected brands here. I feed my cats --- dry food,
Topics Features and words
and fortunately the dry food was not on the list.
associated with brand or issue
The --- wet is, though. Don't assume that your
brand is safe. Check the list!”
Reach Size of audience viewing CGM for
brand or issue
- stynes.blogspot.com, 04/05/07
Dispersion Number and types of communities
where buzz exists
Influence Ability of individual to create buzz
Impact Connection to sales data
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

14. Through a Diverse Product Portfolio
Monitor Insight
• BuzzTracker • Buzz Audit
• ThreatTracker • Brand Association Maps
• Crisis*Buzz
• Syndicated Industry Services
Access
Impact
• BrandPulse Web
• Influencer Audit
• BrandPulse Self-Service
• Community Audit
• BrandPulse CRM
• Strategic Services
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

15. For Delivery of Relevant Insights
Hot zones suggesting
Actual words used in
Looming competitive threat
brand still has challenges
conversation about Nike
in managing consumer
perceptions around labor
policies.
Drill in to uncover new
Imagine your brand,
messaging and
products, competitors,
marketing opportunities.
segments, issues,
etc…examined by BAM
** actual deliverable will differ in appearance
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© 2007 The Nielsen Company

16. Sample Analysis
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© 2007 The Nielsen Company

17. Identify which brand gets the most buzz
• EXAMPLE: Which network got the most buzz among moms?
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© 2007 The Nielsen Company

18. Understand how Buzz for a New Product Grows
• iPhone’s announcement dwarfs Zune launch and The Soprano’s
buzz and easily tops the Wii from 2006
Blogosphere Activity
1 - Zune’s launch
3
2 - Wii N. American launch
3 - iPhone announcement
2
4 - Windows Vista
released
4
5 5 - Final episode of
“The Sopranos”
1
Slide 1 of 2
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company
© 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate

19. …& Whether that Buzz is Positive
Positive drivers:
iPhone Sentiment (1/1/07 – 6/15/07)
Cool features (visual voicemail, touch
screen, music library, internet browsing, etc.)
General excitement
Ease-of-use
Switching providers in order to get the
iPhone
Negative drivers:
High price point
Availability with only one service provider
Concern about Cingular’s coverage and
service
“I am with Nextel, I have the top of the line phone through
No keyboard
them, and it doesn't do HALF the crap that this iPhone does
and it still cost me over $300 when I bought it. I am switching
Battery life
to Cingular/AT&T as soon as this phone comes out.”
Slide 2 of 2
No 3G functionality
HowardForums, 1/15/2007
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company
© 2007 Nielsen BuzzMetrics, a Nielsen Company business affiliate

20. Understand Key Consumer Associations within a Category
1. Toyota is only
brand mentioned.
2. Many consumers
describe the different
ways one can lead an
eco-friendly lifestyle,
such as buying
organic or driving a
hybrid car.
3. Consumers
explain the features
of buildings/homes
that use eco-friendly
construction.
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

21. Identify Key Media Drivers
• Articles on sustainability issues from major news sources are frequently cited by
bloggers when they discuss environmental issues.
Top Cited News Sources Top Cited News Articles (# of links)
Economist: Food Politics: Has the
Supermarket Trolley Dethroned the Ballot
Box? (12/7/2006) 80
Canadafreepress.com: Scientists Respond to
Gore’s Warning of Climate Catastrophe
(6/12/2006) 67
USA TODAY: Gore isn’t Quite as Green as he
Led the World to Believe (8/9/2006) 64
TIME: Eating Better Than Organic (3/2/2007) 52
Slate: The Dark Secrets of Whole Foods
(3/17/2006) 41
Slate: Is Whole Foods Wholesome?
(3/17/2006) 31
BusinessWeek: Wal-Mart’s Organic Offensive
(3/29/2006) 29
New York Times: Mass Natural (6/4/2006) 29
MSNBC: Green America: Why
Environmentalism is Hot 28
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

22. Identify Key Influencers: Treehugger
• Treehugger is a highly respected green-oriented blog which is frequently cited
in traditional media and commonly referenced in Wikipedia.
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© 2007 The Nielsen Company

23. ID if consumers engage with marketing
• EXAMPLE: How strongly are consumers linking GM to the Oprah event?
90%
84%
80%
74%
70%
64%
60% 56%
50% 46% 46%
40% 36%
30%
20%
14% 14%
12% 12%
10%
8%
10% 6%
4%
0%
0%
GM Segment General Auto Segment Competitive Auto General Interest
Segment
GM Pontiac G6 No Link
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company

24. …& what they are saying about it
AT FIRST:
“Bottom line: It was a win-win situation for Oprah and Pontiac. For whatever Pontiac
paid, they'll get their money back and more.”
Car and Driver Forums, 2004-09-15
BUT THEN:
“The G6 should be renamed the Pontiac Oprah. Because of its close association with
Oprah, this will be a chick car and not a guy's car.”
GMInsidenews.com, 2004-09-16
“It would've been nice for Oprah or GM to pay for EVERYTHING.”
Free Republic, 2004-09-22
“So they sell the car, pay the 7G's and then use the other 20G's left to buy a different
car. They can get a Civic for 14, which is a better car anyway.”
Runners World, 2004-09-22
April 20, 2009 Confidential & Proprietary
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© 2007 The Nielsen Company