PagesJaunes, a French leader in local advertising and information, launched a project to monitor and analyze its online reputation and influence. It developed a 3-part strategy for reputation (e-Reputation), influence (e-Influence), and learning (e-Learning). It chose Spotter to monitor sources in French for brand, corporate, product, and CSR topics. Spotter provided a customized solution and ongoing support to help PagesJaunes understand online discourse and engage audiences.

1. Social and Online Media: What strategy to
use for monitoring and analysis?
Pages Jaunes’ e-Reputation monitoring
platform for the Web & Social Media
GIVING YOU THE POWER TO UNDERSTAND
 SPOTTER 2012. Tous droits réservés.

2. PRESENTATION OF PAGESJAUNES
PagesJaunes is the French leader in local advertising and information
on the internet, via mobile and in print.
PagesJaunes is also one of the leaders in France for small online
advertisements (with the sites AnnoncesJaunes and A Vendre A
Louer) and is the biggest website creator for professionals.
PagesJaunes belongs to the group ‘PagesJaunes Groupe’, the
European leader in local advertising and information on the
internet, via mobile and in print, reaching a 1.1bn Euro turnover in
2011. The group is made up of 12 companies with a total of 5,000
employees in France, Spain, Luxembourg and Austria, 2,200 of
whom are local and digital communication advisers who
accompany the group’s 712,000 local and national advertising
clients.
As a creator of useful media, PagesJaunes Groupe is present in
3 complementary activities: content and services editing, local
media, and advertising management and advice.
2

3. PAGESJAUNES IN FIGURES
PagesJaunes means:
• 16 million individual visitors and 85 million visits every month to the website
pagesjaunes.fr
• Over 12 million mobile application downloads and 20 million visits via mobile
phones every month
• Over 660 000 advertisers
• Over 100 000 sites created and managed for professionals in France
• Almost 9 out of 10 people in France who use at least one PagesJaunes support
3

4. CONTEXT AND OBJECTIVES OF THE PROJECT
In order to professionalise its digital communication and develop a relational
and conversational strategy for its different audiences (influencers, opinion
leaders, users and advertisers), PagesJaunes decided to launch a programme to
manage its e-reputation.
To do this, it developed a project split into 3 sections:
• e-Reputation
• e-Influence
• e-Learning
PagesJaunes chose Spotter for the monitoring of its e-reputation. The objective
being to monitor and follow the evolution of how the brand and its services are
perceived, most notably through an analysis of media discourse, opinion leaders
and influencers online, as well as identifying consumers’ and professionals’
conversations concerning 4 major themes:
Brands, Corporate issues, Products and services, CSR
4

5. PagesJaunes’ Project
• Context of the project
• Scope of the monitoring
• Team organisation

6. All-round and Adaptable SOLUTION
PagesJaunes places the ‘cursor’ where it likes and Spotter guarantees training and support
throughout the project.
You manage your project You produce and You benefit from deliverables
from A to Z with our support distribute your deliverables produced by Spotter
SPOTTER guides you during the SPOTTER ensures the fine-tuning of
setup phase of the project, develops the SPOTTER produces the deliverables,
automatic data qualification, the improvement of puts the results into perspective, and presents
source connectors and ensures on-going
queries and treatments, and assigns you a our recommendations to your team and/or
support via its online interface.
dedicated Project Manager. your management.
For the PagesJaunes project, the ‘We work together’
mode is used
6

7. PAGESJAUNES – SET UP
2011 – 2012 – Continuous monitoring for
Pilot 3 months – 12 months 2013
Sept to Dec January to December
Reputation Day – June 2011
Setting up of the monitoring platform for the e-Reputation of PagesJaunes’
brand on online media, social media, blogs and forums with a scope of
France / French Language.
First contact
Training & Transfer of skills for the digital team at
PagesJaunes and its communications agency for the
exploitation of online data and creating deliverables
(summaries & reports)
7

8. PAGESJAUNES - The project’s scope
PagesJaunes’ objectives:
 To pick up on and analyse media, opinion leaders and
influencers’ discourse;
 To identify consumers and professionals’ conversations on 4
main topics: Brands, Corporate issues, Products & Services,
CSR.
Panel of sources:
A panel of sources in French only and published in France is
monitored:
 Online Media + ‘Pure Players’ sites
 Social Media (excluding Twitter) + A specific panel for Twitter
 Blogs (excluding IT) / Forums
 CSR Sites & Blogs: all sources based on the environment, green technology, recycling
etc.
 Financial Sites: shares, prices on the stock market,…
 IT Sites & Blogs: all sites based on technology, mobile telephones, etc...
 Trade Union Sites: trade union blogs and sites e.g. syndicat-fo-pagesjaunes.fr
 Alternative Sites: sites dedicated to alternative political parties (alterglobalisation, etc...).
 Institutions’ Sites: institutions’ sites, local authorities, CNIL (the board that enforces law on
data protection), etc...
8

9. Organisation of the project’s team
The team and exchanges with the client
The in-house team’s tasks:
 Quality control of the
The setting up of a dedicated monitoring team at documents harvested and
their relevance
Spotter.
 Validation of the information
 2 people (1 analyst + 1 Project Manager) brought up by the system
 Quality control of the
 Daily validation and quality control of data + qualification of the
automatic qualification of
Tone & Importance that is automatically attributed by the
documents
platform.
 Training & a Transfer of skills
to PagesJaunes digital
 Technical support, advice and guidance for the PagesJaunes
team and its digital communications agency. communications agency +
the permanent availability of
the platform
 Support and training of the
PagesJaunes team +
permanent access to the
platform

10. SPOTTERPLATFORM
Monitoring platform used for PagesJaunes

11. Software modules used for the PagesJaunes project
The Spotter Platform combines modules and decision making tools that can
be activated according to the needs of each user’s profile.
This module includes tools to This module includes tools to This module includes Back-office
visualise, personalise and explore, organise, qualify and tools for a complete and
manage interactive analyse project data. Also autonomous project
dashboards, which can be allowing the user to generate, management: sourcing,queries,
shared by a group of users or export and publish graphs and users, treatment and
individuals in the case of a newsletters online. qualification of data etc. …
specific user.
Access for Spotter’s
Permanent access for PagesJaunes + its Agency
back-office only
11

12.  Spotter’s Analysis Workshop
Main Functions Used
• Immediate visualisation of the number of results for a
certain day and archives in the monitoring plan
• Results structured by theme, sub-theme, type of media,
and/or groups of sources
• Qualification of results by tone, risk level, or any other
qualitative variable defined for the project
• Advanced search engine combining full-text, metadata
and text-mining methods of research
• Monitoring the impact of social media in real time for
all results published on the internet
• Word Clouds of the words most used to speak about
entities, in specific mentions and in the content of relevant
discourse
• Graphs generated with an export function so they can be
published in Newsletters and Reports
• Creation, visualisation and diffusion of Newsletters,
Alerts and Press Reviews
• Adding/Modifying summaries, post-its, translations and
refining the qualification of results
• A dedicated analyst space for each user to manage
their corpus study, queries and graphs.
12

13. SPOTTERANALYTICS – Breakdown of the Monitoring Plan
 Database organised by
themes and sub-themes
 Organisation of results
by type of source
 Search engine
 Monitoring of the main
brand PagesJaunes +
a look at 13 other of the
group’s main brands
(Mappy, Urban Dive,
AnnoncesJaunes,
Keltravo, 123People,
Horyzon Média, A
Vendre A Louer,..)
13

14. SPOTTERANALYTICS – Exploring the data
Graphic visualisation of queries and
dynamic modifications of the
presentation
Lists of results from the monitoring plan
and clouds of the tags used
14

15. SPOTTERANALYTICS – Advanced research & access to documents
Direct access to the original
documents and access to the
metadata when in ‘editing’ mode
Advanced research functions with all
metadata
15

16.  The Dashboard is accessible on iPad
and all other tablet PCs
Three types of Widgets:
• Graphs: volume, themes, tone, …
• Written content: summaries and/or a selection of results
• Scores: compound indicators that are specific to the
project
This allows:
• An in-depth multi level analysis thanks to interlinking
dashboards
• Specific settings with dashboards that can be
customised according to users’ needs,
• Direct access to articles, posts, comments, tweets etc.
with dynamic, interactive widgets.
Library of Spotter Widgets
Visibility and voice share Global tone Influence score
Type of sources Top sources and tone Satisfaction score
Themes and sub themes Top authors and tone Reputation score
Top entities per theme Top themes and tone Risk score
Entities with Risks Twitter presence …
16

17. SPOTTERDASHBOARD – Visualisation of the main indicators (1/3)
10 key indicators for
a global vision
 A curve showing the
volume registered over
15 days – excluding
Twitter as a source
 Origin of the documents
over 7 days
 ‘MustRead’ references
with direct access to the
original documents,
classed by type of
source, tone and
importance
17

18. SPOTTERDASHBOARD – Visualisation of the main indicators (2/3)
10 key indicators for
a global vision
 Tone of coverage over a
period of 7 day
(excluding Twitter)
 Tone of the main
themes present over a
period of 7 days
(excluding Twitter)
 Tone of coverage over a
period of 7 days (Twitter
only)
 Tone of the main
themes present over a
period of 7 days
(Twitter only)
18

19. SPOTTERDASHBOARD – Visualisation of the main indicators (3/3)
10 key indicators for
a global vision
 Volume curve over a
period of 15 days –
Twitter only
 Top Topics over a period
of 7 days, Twitter &
Webnews
 The Top actors on social
media only, over a
period of 7 days.
19

20. Main functions
• Managing the sources panel: There is a tool that allows the project’s universe of sources to be identified.
The user accesses SPOTTER’s catalogue of sources and chooses a selection of them for the project.
• Managing the monitoring plan: Another tool allows settings to be made, identifying the themes to follow
for the project. The user describes each theme through Boolean queries that can use key words, ontology
methods, and data from text-mining (lemmatisation, statements, metadata…).
• Adding documents: A workflow is identified for the mass integration of internal documents (in all formats,
text or image). This workflow includes a module of automatic text extraction (OCR: Optical Character
 Back-office Recognition).
module for the • Managing the harvest from Web Panel and Open web: There is a tool for configuring research settings
overall according to each type of source and ‘connector’ (Facebook, Twitter, Google News, Google Blog, Linkedin,
YouTube,…).
management of
• Managing potentially interesting documents: A tool that detects documents that could potentially be of
the PagesJaunes interest for the project but that may not have been identified within the universe to be monitored for the
project by Spotter project (discovery module).
analysts • Qualifying documents: A workflow is identified for validating the information harvested.
 The user has a professional sector interface that allows them to prioritise the documents that need to be
validated and qualified according to their importance for the project (it is possible to breakdown the volume
of the documents gathered into several corpuses using specific queries)
 This stage means the relevance of the documents gathered by the system can be assessed and in certain
cases, it is possible to re-qualify a document if necessary (by importance, tone, themes, pre-qualified
documents etc.).
• Managing the SPOTTERDASHBOARD and SPOTTERANALYTICS modules: modules that allow the management
of the platform for consulting validated documents.
• Supervising the system: A module that presents statistics on the system in real time (The harvesting -
Validation status – Status of the server’s load …)
• Updates of the different client modules: This module allows the different modules of the project to be
updated, and thus, makes the data validated by the analyst visible to all users.
20

21. How the project has benefitted PagesJaunes

22. A few concrete results
“To start with, the project’s aim was to evaluate PagesJaunes’ e-
reputation in order to refine our plans and communication action and to
make them more effective, to create interaction concerning the brand
and to engage in conversation with online communities.
As the year passed, the monitoring we put in place allowed us to obtain
feedback concerning other issues (customer relations, HR, legal
matters, technical matters…). And so, we have enlarged the field of
action for the Spotter tool, making a centre for listening and analysis
for other management sectors in the company.”
Daniel LEMIN
Head of Digital Relations at PagesJaunes
22

23. A few concrete results
For a year now, PagesJaunes’ monitoring platform has allowed the company to find
concrete and efficient solutions based on the following:
 Protecting the PagesJaunes brand
 In the context of usurpation and parasitism of the brand for example
 Help with crisis management
 Strengthening customer relations (users and advertisers)
 Identifying conversations (comments, questions, criticisms, appreciation…) about the
brand on talk pages (blogs, forums, social networks…) in order to respond where
necessary
 Identifying influential actors for the brand
 Developping projects that cover several areas
 Customer management, business process, HR…
23

24. CONTACT
For more information, E contact@spotter.com
Contact us! T + 33(0)4 67 68 61 70
24

25. APPENDIX: SPOTTER – About us
Through being 100% dedicated to developing
solutions for the monitoring and analysis of
media and social media for some of the largest
companies and organisations, we have created a
benchmark in Europe in this sector. We have:
 Over 14 years of expertise in the monitoring and
analysis of media discourse and conversations
on the Internet.
 Multilingual & multicultural profiles
Analysts | Engineers | Researchers
 Over 30 languages
 A production branch in Portugal
 50% of our turnover created internationally
 30% of revenue invested in R&D every year
 A unique positioning on the market for
Technology | Analysis | Content
 Strong and controlled organic growth
25

26. SPOTTER – 14 years of evolution in innovative technology
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 
26

27. COMBINING Technology and Expertise
SPOTTER offers a qualitative approach at each step of the project to garauntee the best use of its
tools and a continious adaptation of the monitoring plan and/or delivrables.
Precise sourcing Intelligent qualification
Detailed panel of Structured and relevant
sources that can evolve data
COMBINING TECHNOLOGY
AND EXPERTISE
Decision making Advanced analysis
reporting Key figures, specific
Platform, delivrables and indicators and scores
recommendations
27