Focus on the real-life case study E-reputation for Air France, a company that is innovative in their use of social media, following conversations in order to better understand their clients who express themselves spontaneously on blogs, forums, advice websites, Twitter, Facebook etc. http://spotter.com/

1. Spotter Decisional Solutions: Technology &
indicators for Marketing & Communication
Presentation of Air France monitoring and analysis project
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2. SPOTTER PRESENTATION
Since 1998, Spotter has been completely dedicated to the conception of global
media monitoring and analysis solutions. We offer analytical solutions and decision
making tools for the main European companies and institutions.
 + 14 years of expertise in the monitoring and
analysis of media and online conversations
 + 30 experts, multicultural profiles,
Analysts | Engineers | Researchers
 + 30 languages Technology
 A production pole in Portugal
 50% international turnover
 30% of turnover invested in R&D every year
 A unique position in the market Online & Offline
Technology | Analysis | Content Expertise
Content
 Strong organic growth
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3. 14 years of experience in Text-mining technolnogies
1998 2000 2006 2011 2012
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4. FEEDBACK – AIR FRANCE
Why ?
A very exposed B to C sector
Prestigious reference
Client for over 12 months
A very comprehensive project that uses a wide range of Spotter services:
 Multilingual monitoring FR/EN
 Monitoring Platform to manage the flow of information internally -
SPOTTERANALYTICS
 Decisional Dashboard - SPOTTERDASHBOARD
 Daily Newsletters - synthesis of current news, key indicators
 Weekly reports
 Ad-hoc reports
 Dedicated team connected daily with the project manager.
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5. 1. Scope of the project
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6. FEEDBACK – AIR FRANCE
Scope of the project
Client request : to monitor conversations and contents in
English and French within European and American sources,
to analyse passengers’ feedback
Why did they choose us ?
 To improve the monitoring already done internally
 To rely on a monitoring and analysis methodology
 To stand back, to analyse the trends
 Reduce the working time internally
Final decision
Monitoring project shared between the Press Relations
& the Marketing departments
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7. FEEDBACK – AIR FRANCE
Scope of the project
Important preliminary work with the team at Air France, for a better understanding of
their media environment
 Definition of the list of products/services to follow
 Joint work with Air France to better understand their services
 Learning of the specific jargon of the sector
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8. FEEDBACK – AIR FRANCE
Scope of the project
Marketing : definition of a specific monitoring plan that reflecting the experience of the clients.
Anecdote : in this particular case it was not only done on paper, we also visited the CDG airport to
« follow » the real path of the passengers to better understand the experience.
STEP n°3 STEP n°4
Boarding Flight STEP n°5
Baggage pick-up
STEP n°2
Check-in
STEP n°6
After-sale service
STEP n°1 The passenger experience
Information /
Reservation
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9. FEEDBACK – AIR FRANCE
Scope of the project
Definition of the monitoring plan for each of the main themes of the project, with specific
sub-themes.
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10. FEEDBACK – AIR FRANCE
Team and client communications
Set up of a dedicated monitoring team at Spotter. Tasks of Spotter team:
 Quality control of the harvest
to check relevance of docs
 2 people (+ support in case of high volume)
 Validation of the information
 Work on Qualification / Validation of data collected by the system
 Production of Synthesis &
 Ad-hoc monitoring of unexpected topics analysis
 Translations
 Daily and weekly analysis
 Client Support
 Contact almost daily with the monitoring team of the client
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11. 2. SPOTTERPLATFORM – Tool used to manage
media coverage
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12. AIR FRANCE – MONITORING PLATFORM
The Spotter Platform for Decisional Analytics integrates a number of modules
and tools, activated according to the needs of each specific project and
client.
This module integrates tools to This module integrates tools to This module integrates back-
visualise, customise and explore, organise, qualify and office tools for complete and
manage your interactive analyse your project data. It also independent management of
Dashboards. They can be allows you to generate, export your project: creation and
shared between a group of users and publish Graphics and maintenance of sources and
or be personalised for the usage Newsletters to be shared within queries, management of users,
of one or more specific users your company. data collection and treatment,
global quality control …
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13. AIR FRANCE – MONITORING PLATFORM
Analytics zone – monitoring plan
 Database classified by themes and sub-themes
 Data organized by typology of sources
 Search engine
Analytic Dashboards - Daily
 Relevant indicators of the day
 Risk indicator
 Identification of the “hot” topics (synthesis)
 Graphics of the “top themes” of the day and associated tone of coverage
 Access to monitoring and/or analysis data and deliverables
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14. AIR FRANCE – MONITORING PLATFORM
Zoom on two widgets
 Top themes and tone, with direct access to the negative/positive documents
 The risk indicator allows you to see in a glimpse which are the “hot” topics of the day
Analytic Dashboards - Weekly
 Weekly analysis with three widgets for each activity: Corporate, Marketing,
Commercial incidents
 Immediate visibility for the different departments
 Interactive widgets; by clicking on the topic, the client sees the detailed analysis of
the topic
Zoom on a marketing topic
 Detail of the coverage level over last seven days
 Tone of coverage (with direct access to the documents).
 Identification of the most active sources and their tone.
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 Possibility of adding other graphics.
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15. 3. Analytic deliverables
• Daily newsletters
• Weekly newsletters
• Ad-hoc analysis reports
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16. AIR FRANCE – DAILY NEWSLETTERS
Deliverable – Daily newsletters
 A synthesis of the day’s news (Corporate / Marketing)
 Possibility for the client to edit newsletters
 Tone indicator of the news / posts
 Risk level Indicator – with the related topics
 Link to a selection of the most interesting articles of the day
 Integration of graphs
Synthetic presentation of the week’s coverage
 Two-page Dashboard with KPIs of the previous week
 Volume curve
 Top sources
 Tone of clients’ feedbacks about the main topics of the week
 Qualitative analysis including quotations
 Key indicators of the social media of the group
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 Distribution to all departments of the group
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17. AIR FRANCE – AD-HOC STUDIES
Deliverables – Ad-hoc analysis report
Ad-hoc analysis reports about specific topics.
 To take a step back from a crisis / event / reputation
 How did the media react?
 How did the internet users react?
 Snowy episode of last year
 Comparisons with other companies from the sector
 Best practices
 Allows post-period learning
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18. 4. Client Testimony
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19. CONCLUSION
Jean-Charles Trehan, Director of press relations and
Key points of the Project
studies at Air France :
“Thanks to Spotter’s customised solution, we chose a very flexible  A totally customised
monitoring and analysis
monitoring plan of our e-reputation, in order to obtain valuable analysed data system
to alert our managers, taking into account the Products/ Services dimension
 Clear distinction between the
of our customers’ insights, which is very important for our marketing aims.
corporate and the marketing
The monitoring plan takes into account not only our corporate reputation but aims, although included in the
also our commercial reputation. To be able to rely on an available and same tool
professional team is very useful in our daily work, all the more so for a  Close collaboration between
company like us, which is always in the spotlight of the media” the client and the team,
throughout the project
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20. CONTACTS
Thierry Guiot
International Sales Director
E tguiot@spotter.com
For additional informations, T + 33(0)1 55 34 93 35
M + 33(0)6 20 60 47 90
contact us !
Richard Weetman
Director of Client Relations
E rweetman@spotter.com
T + 33(0)4 67 68 61 74
Celine Molina
Director of Communications &
International Business Network
E cmolina@spotter.com
T + 33(0)4 67 68 61 77
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