Air France client case

© Spotter 2012 – All rights reserved
Spotter Decisional Solutions: Technology &
indicators for Marketing & Communication
Presentation of Air France monitoring and analysis project

GIVING YOU THE POWER TO UNDERSTAND
© Spotter 2012 – All rights reserved 22
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.
Technology
ExpertiseOnline & Offline
Content
 + 14 years of expertise in the monitoring and
analysis of media and online conversations
 + 30 experts, multicultural profiles,
Analysts | Engineers | Researchers
 + 30 languages
 A production pole in Portugal
 50% international turnover
 30% of turnover invested in R&D every year
 A unique position in the market
Technology | Analysis | Content
 Strong organic growth

14 years of experience in Text-mining technolnogies
1998 2000 2011 2012
3
2006

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.
FEEDBACK – AIR FRANCE

1. Scope of the project

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

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

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°1
Information /
Reservation
STEP n°2
Check-in
STEP n°3
Boarding
STEP n°4
Flight STEP n°5
Baggage pick-up
STEP n°6
After-sale service
The passenger experience

Definition of the monitoring plan for each of the main themes of the project, with specific
sub-themes.

Team and client communications
Set up of a dedicated monitoring team at Spotter.
 2 people (+ support in case of high volume)
 Work on Qualification / Validation of data
 Ad-hoc monitoring of unexpected topics
 Daily and weekly analysis
 Contact almost daily with the monitoring team of the client
Tasks of Spotter team:
 Quality control of the harvest
to check relevance of docs
 Validation of the information
collected by the system
 Production of Synthesis &
analysis
 Translations
 Client Support

2. SPOTTERPLATFORM – Tool used to manage
media coverage

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
visualise, customise and
manage your interactive
Dashboards. They can be
shared between a group of users
or be personalised for the usage
of one or more specific users
This module integrates tools to
explore, organise, qualify and
analyse your project data. It also
allows you to generate, export
and publish Graphics and
Newsletters to be shared within
your company.
This module integrates back-
office tools for complete and
independent management of
your project: creation and
maintenance of sources and
queries, management of users,
data collection and treatment,
global quality control …
12
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

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.
 Possibility of adding other graphics.

3. Analytic deliverables
• Daily newsletters
• Weekly newsletters
• Ad-hoc analysis reports

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
AIR FRANCE – DAILY NEWSLETTERS
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
 Distribution to all departments of the group

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
Deliverables – Ad-hoc analysis report
AIR FRANCE – AD-HOC STUDIES

4. Client Testimony

CONCLUSION
Jean-Charles Trehan, Director of press relations and
studies at Air France :
“Thanks to Spotter’s customised solution, we chose a very flexible
monitoring plan of our e-reputation, in order to obtain valuable analysed data
to alert our managers, taking into account the Products/ Services dimension
of our customers’ insights, which is very important for our marketing aims.
The monitoring plan takes into account not only our corporate reputation but
also our commercial reputation. To be able to rely on an available and
professional team is very useful in our daily work, all the more so for a
company like us, which is always in the spotlight of the media”
Key points of the Project
 A totally customised
monitoring and analysis
system
 Clear distinction between the
corporate and the marketing
aims, although included in the
same tool
 Close collaboration between
the client and the team,
throughout the project

CONTACTS
Thierry Guiot
International Sales Director
E tguiot@spotter.com
T + 33(0)1 55 34 93 35
M + 33(0)6 20 60 47 90
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
For additional informations,
contact us !

Air France client case

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (14)

Destaque

Destaque (14)

Semelhante a Air France client case

Semelhante a Air France client case (20)

Último

Último (20)

Air France client case