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Zillow Media Coverage Analysis Using

Zillow Media Coverage Analysis Using. November 2006. Background: What is the Narrative Network ™ ?. In today's brand-driven global economy, Waggener Edstrom Worldwide offers expertise and tools to manage brand perceptions and identify those voices influencing your customers.

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Zillow Media Coverage Analysis Using

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  1. Zillow Media Coverage Analysis Using November 2006

  2. Background: What is the Narrative Network™? • In today's brand-driven global economy, Waggener Edstrom Worldwide offers expertise and tools to manage brand perceptions and identify those voices influencing your customers. • WE's Narrative Network media mapping and analysis service uses breakthrough and cost-efficient PR measurement tools for communicators. As part of the Narrative Network service, WE assesses the impact of conversations across the spectrum of traditional and new media to aid strategic communications programs. • The Narrative Network text mining and mapping service uses U.S. patent pending software and methods to create visual maps of a dialogue in the media, illustrating large quantities of text. These Narrative Network maps provide invaluable insight on trends and behaviors regarding media and brand perceptions to enable the development of integrated communications strategies.

  3. Narrative Network™ Text Mining and Mapping Methodology • In media coverage, or large bodies of text, all the words are ranked in terms of frequency of mention. • The words with the highest frequency of mention are collected to build a keyword matrix to see which pairs of keywords often appear together in the text. • Words that appear together in the same sentence are weighted higher than words in appearing in the same paragraph or in the same article. • Network analysis software is used to create a social network of the keywords. • The size of the links and nodes represent the salience of the keywords in the text. The bigger the node, the more connections it has to other words in the text. • Keywords in the same color form a main concept/theme that consistently appears together in coverage.

  4. Media Coverage Methodology • Media coverage of Zillow was gathered from the top 50 newspapers, top business magazines, top newswires and technology pubs as well as posts from high authority, influential bloggers. • Online and offline coverage was gathered from August 2006 through November 2006.

  5. Zillow Media Coverage: Top 30 Most Frequently Mentioned Words Number of Mentions Topline associations with real estate information but “accuracy” is a key coverage theme Clear that Zillow is a real estate website providing housing valuations/estimates Recent three month coverage dominated by the NCRC complaint Zillow frequently identified as a Seattle-based company Zillow associated with Yahoo, Google, lenders and neighborhoods

  6. Key Zillow Coverage Themes There were five key themes in the coverage: • Red Nodes: core central Zillow coverage themes related to home value, information, data, estimates, neighborhoods and public records • Blue Nodes: NCRC complaint coverage related to accurate valuations, lenders and Seattle • Purple Nodes: coverage related to reinvestment, AVMs, FTC, appraisals and technology • Green Nodes: associations related to a tool for searching prices, selling, Google and a potential competitor: PropertyShark • Gold Nodes: coverage related to Zillow branding (Zestimates), Redfin, Yahoo and VC funding

  7. Zillow Narrative Network Coverage Analysis Core Zillow coverage in red Coverage related to research tool, prices and potential competitor/exec FTC coverage related to inaccurate appraisals, AVMs and reinvestment Zilllow CEO central to coverage NCRC complaint coverage Branding coverage associated with Yahoo

  8. Observations • Due to the timeframe of the coverage pull, Zillow coverage was dominated by the NCRC complaint against the company for inaccurate appraisals. • As these type of attacks against their business model will likely continue from other orgs and competitors, Zillow can combat these attacks by futher leveraging their branding around “Zestimates.” • Zestimates take the edge off of appraisals • Zestimates are built upon “public” information • Zillow can simultaneously leverage their strengths in technology to further enhance brand imagery surrounding key category words such as: • Accuracy • Estimate • Value

  9. Observations • While there are some negative words in the current media brand image of Zillow, there are some central words in the Zillow Narrative Network that can serve as potential platforms to leverage in the future: • Information • Research • Data • Local • Neighborhoods (a particularly positive word) • Public • Technical partnerships with Google, MSN and Yahoo should be mentioned as often as possible as should any partnerships with lenders: • These are “the companies that Zillow keeps” (a la New York Life)

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