Analysis of on line conversation about World Cup 2010. Reputation Manager at On Line Marketing Show, 29-30 JUNE 2010 London

1. Measurement and Analysis of on-line Reputation for brands, products and services Reputation Assessment based on monitored on-line conversation June 2010 © ActValue Consulting & Solutions 2010 – Reserved and Confidential

3. Analisying interesting conversations, both positive and negative, on World Football Cup 2010 and features.

4. Analisying domains and channels related to findings. The strategic importance of gathering criticality, opportunities and trends 2

5. Service features Complete analysis of all web channels (not only blogs) Forums, newsgroups, video channels (youtube, google video), company and private portals The most complete and sophisticated technology for analysis and intervention Our software is used by many companies: communication firms, market research companies, media agencies, customer care and marketing departments Computing the actual reputational risk indicator (CERR) and communications indicators Estimating the actual reputational risk is a complex problem requiring experience and the ability to process millions of data. The calculated risk can be split across various communication dimensions ensuring a specific action strategy is devised. Intervention based upon structured communication strategies We can manage different types of action, from feeding of soothing content to stimulation of specific discussions, from informative feeding to positioning strategy on search engines. 3

6. Analysis model In order to provide the client with a made to measure service, Reputation Manager has been designed to be customized following what the brand or the company wants to be detected in a multichannel web survey .This is a stuctured analysis , divided into research categories which are representative of the main reality context we intend to measure . This methodology sorts a detailed output . It allows the research to be focused on important topics. The definition of an analysis model is a prerequisite for gathering info from the net. Our World Footbal Cup research has been conducted starting from the main teams considered to be the probably winner . What we wanted to detect are discussions on blogs or forums regarding the football players, their coach and interesting facts related to them. 4

8. Among these links 6.730 web pages have a positive match with the alalysis model

9. Our editorial staff had validated or deleted 4.590 links5

10. 6 Why Internet is interesting for football...... This survey has the aim to analyze how the web has been used by the football supporter related to the main event of the year: World Football Cup 2010. Our intention is to extract people’s opinion from the web (opinion mining) through blogs, forums, social networking sites in order to measure the opinion of the audience towards their favorite football teams or regarding the main events which have characterized this international sport competition. Sentiment towards the World Football cup is always positive but competitiveness is a strong attitude that is well showed by comments. English people have been very supporting their team event though the not so brilliant performance has been showed by arising g of complaints towards Mr. Fabio Capello after the second match played and equalized with USA (Face book analysis). Comments towards the other teams show that the web users who are also football supporters are wise enough to predict match results . Italy was supposed not to perform very well and so it was. Argentina was supposed to be very particular regarding its coach Mr. Diego Armando Maradona and he is expecting to be very spectacular during the matches. Spain was considered the best team in Europe. Brazil catalyzed always the international attention thanks to their talent players (forums and blogs analysis) The African location has been very interesting and web users have shown to be very interested in events related to this nation and its traditional issue. For example the Vuvulezas: this strange instrument has had the capability of capture the world attention due to their horrible sound. But South Africa has the occasion to let the rest of the world know its own reality and President Nelson Mandela is pleased with the good impact of World Cup in South Africa, for economical and social reasons. FINAL EVALUATION COEFFICENT

12. England: Many negative comments regarding Fernando and Beckam injuries

13. Italy: Comments focus on the last World cup players, which are no active as in the past

14. Argentina: Most of the arguing regarding Maradona an his extravagant character.

16. England: is one of the favorite teams in the World Cup Championship.

17. Brazil, Argentina, Spain were considered favorite teams at the beginning of the survey

19. Target Analysis: share of voice Distribution of Positive and Negative Opinions, where green colour is associated to a positive comment, and red colour to a negative comment. 9

20. Target Analysis: Italy The distribution of comments on Italy Team Target is the following: 10

21. Target Analysis: England The distribution of comments on England Team Target is the following: 11

22. Target Analysis: Argentina The distribution of comments on Argentina Team Target is the following: 12

23. Target Analysis: Spain The distribution of comments on Spain Team Target is the following: 13

24. Target Analysis: Brazil The distribution of comments on Brazil TeamTarget is the following: 14

25. Target Analysis: Event The distribution of comments on Event Target is the following: 15

26. CERR® Analysis The simple numerical analysis of the detections doesn’t consider significant parameters (such as domain relevance on web) so it doesn’t represent a complete picture of the situation; hence the need to calculate CERR® (Effective Reputational Risk Coefficient) The calculation of CERR® applied to typologies offers an effective vision of the risk areas because, unlike calculation of positivity and negativity only, it considers fundamental parameters of contents visibility across the web, the actual effect of what has been written and also takes into account the channel type. CERR® is a objective numerical parameter associated to each content based on: How strong the message is (positive or negative); How important it is (not meaning how influential but how big the potential audience might be); How relevant to the survey model it is. CERR® calculation for each detection is the following: 16

27. Sentiment Analysis Emotional impact represents the measure of the conversation warmth; it offers a strategic rate of the communication tone. Sentiment This chart represents the volume of detections grouped by positivity/negativity level (evaluation index). Target: It is useful to understandwhere the majority of detections is placed: On the left hand side (low criticality level): contents are not very critical In the middle (medium criticality value) contents are average critical On the right hand side (high criticality level): contents are very critical and must be monitored in detail. 17

28. Channels Analysis In the following chart we have grouped detections by channels, distinguishing positive from negative ones. The majority of negative findings is found in forums and news sites. Description: Detected pages are categorized in discussion CHANNELS. In this chart are represented all the detections grouped by CHANNELS. Target: It is useful to understand in what kind of CHANNELS a certain conversation takes place, either on the informal web (blogs, forums, YouTube) or on the traditional web (specialized sites, the press) 18

29. Domains Analysis List of most active analyzed domains and number of pages detected: Note: CHANNEL means kind of channel in which the domain is classified NUMBER of DETECTIONS means numbers of detected links DOMAIN IMPORTANCE means how popular and powerful a domain is, and this comes from an index that reflects different variants (page rank, sitemap, back links). NPS Index (Net Promoter Score) represents the positivity/negativity of a single domain. It is obtained by the mean of number and evaluation of detections. DOMAIN RELEVANCY means how relevant a subject in a particular domain is to the brand and its concerned area. 19

30. Media mapping Media mapping represents a view on the average domain position (or the domain users’). The benchmark used is Net Promoter Score (NPS) and considers all the single changes and their negativity or positivity index. * Net Promoter Score (NPS) NPS Score represents the positivity and negativity of a single domain. It is obtained working out the average of number and evaluation of detections. Description: The chart represents the domains considered according to the following parameters: Domains importance (Y axis) NPS positivity/negativity index (X axis) Number of discussions hosted in the particular domain (circle area) Target: The visual map is useful to see the position of the domains in which the majority of conversations have developed. 20

31. FACEBOOK ANALYSIS Thank to our tool we can analyzed social media channel such as FACEBOOK This software can detect the most polpular pages or groups in Facebook related to a particular event or topic. In this case we analyzed the Users of the main Facebook pages related to England Football club. We noticed that on June 19 th there is an increasing of comments due to the fact that England equalized with the USA team. People were complaining with Mr. Capello (the coach). They wanted him to win.

32. A brief summary of detected opinions POSITIVE It has been developing many volunteers and social actions, during the World Cup, to help local associations for kids and to help in the battle against HIV. Also the football players have take parts in this promotion. __________________________ Nelson Mandela is pleased with the good impact of World Cup in South Africa, for economical and social reasons. http://www.washingtonpost.com/wp-dyn/content/article/2010/06/17/AR2010061705651.html __________________________ New York. With the kick off of the 2010 FIFA World Cup in South Africa, the international community is not only watching the action on the pitch; they are also witnessing a South Africa that continues to emerge as a competitive 21st century economy http://finchannel.com/Main_News/Business/65390_Deloitte_research%3A_Hosting_of_2010_FIFA_World_Cup_represents_economic_turning_point_for_South_Africa/ __________________________ The contract to provide security for four of the World Cup stadia was cancelled by the Security Company, Stallion, and not FIFA, the company’s Security chief executive Clive Zulberg confirmed on Thursday. http://www.apanews.net/apa.php?page=show_article_eng&id_article=126578 __________________________ The ball is said to be very light, difficult to predict and even more difficult to control http://www.indiefolker.com/jabulani-ball-parody

33. A brief summary of detected opinions NEGATIVE Two of the women, taking part in the stunt, have now been arrested by South African authorities and have been charged under the "Contravention of Merchandise Marks Act which covers ambush marketing. http://www.chicagonow.com/blogs/chicago-political-commentary/2010/06/2010-world-cup-soccer-politics-and-vuvuzelas.html __________________________ TICKET SALE Fifa's worldwide hospitality programme exclusive rights holder denied reports that sales for the South Africa event were down by almost 50 per cent on the 2006 World Cup in Germany, but admitted that sales would be lower. http://www.citmagazine.com/channel/news/article/1010656/Match-Hospitality-denies-hospitality-sales-slump-Fifa-2010-World-Cup/ __________________________ Several hundred World Cup workers have gathered in Durban to protest against low pay and working conditions in a dispute that has now spread to half the tournament's stadiums. http://www.guardian.co.uk/football/2010/jun/16/durban-stewards-protest-wages-fifa

34. Contact us Iqbal SidhuReputation Manager The Old Forge PenshurstTN118AEKent 44(0)1892871023 44(0)7720271304 ReputationManager@reputation-manager.eu Iqbal.Sidhu@reputation-manager.eu www.reputation-manager.eu 17