Tapping Into Online Chatter

Tapping Into Online Chatter - May 18, 2007 ADVERTISING...

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May 18, 2007 ADVERTISING Tapping Into Customers' Online Chatter New Tools Will Track Critics, Fans on Blogs; The 'Seer' Trolls Web By AARON O. PATRICK May 18, 2007; Page B3 LONDON -- A few weeks after sportswear maker Adidas starting selling the Predator, a new soccer sneaker, in Europe last year, a few customers noticed the colors of the shoe leather were quickly fading. Adidas knew about the problem almost right away, thanks to Seer. Seer is a computer program used by digital agency VML that trolls Internet blogs to see what people are saying about its clients. VML, a unit of WPP Group's Young & Rubicam Brands, informed the German sportswear maker that people were complaining about the leather. Adidas then began telling customers to treat the shoes' leather before wearing them, VML says. VML, based in Kansas City, Missouri, developed Seer to identify influential bloggers. Monitoring thousands of Web sites for key phrases, Seer tracks how criticism or praise of a company spreads from one blog site to others. It displays the information on a three-dimensional map, with Web pages represented by spheres, which get bigger as the number of relevant posts on them
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This note was uploaded on 01/22/2011 for the course MSOM 303 taught by Professor Philpot during the Winter '10 term at George Mason.

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Tapping Into Online Chatter - May 18, 2007 ADVERTISING...

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