© 2017 Proprietary and confidential.

MAY 2017

WHIRLPOOL

P O W E R E D B Y

MAY 2017

The Company Narrative & Reputational Risk

WHIRLPOOL

EXECUTIVE SUMMARY 04

THE WHIRLPOOL CONVERSATION

• Sentiment

• Sentiment by cluster

05

SOCIAL SHARING

• By negative sentiment

08

SENTIMENT OVER TIME 09

TODAY’SAGENDA

C O M P A N YN A R R A T I V E

&

R E P U T A T I O N A LR I S K

67% of articles are positive• This67%focusesonproductenhancement,communityoutreach,andcharitabledonations.

13% of articles are negative• This13%focusesonrecentearningsannouncements,faultytumbledryers,andlawsuits/legalactionthat

Whirlpoolisinvolvedin.

While faulty dryers and earnings are the most popular negative articles…• Storiesaboutlawsuitsandlegalactionarethemostsociallyrelevantandsharedthemost.

Legal action + lawsuits pose the largest reputational risk to Whirlpool…• Therefore,bypreventinglegalaction,Whirlpoolcanpreventstoriesaboutfaultydryersormicrowavesfrom

becominghighlysociallysharedarticles.

EXECUTIVESUMMARY

W H I R L P O O L -

T H E C O N V E R S A T I O N

The conversation regarding Whirlpool spans several topics regarding Earnings, Charitable Giving, Product Recalls, andLegal Action

News article network with 712 stories. Colored by clusters. Sized by degree.

Earnings Analysis13% (93 Stories)

Earnings Estimates11% (85 Stories)

Technology Advancements6% (44 Stories)

Community Partnerships6% (43 Stories)

Faulty Tumble Dryers5.6% (40 Stories)

Charitable Donations5.6% (40 Stories)

Whirlpool India5.6% (40 Stories)

CESInnovation5.1%(36Stories)

Expansion & Job Growth4.6% (33 Stories)

Water Based Appliances4.5% (32 Stories)

Student & Veteran4.5% (32 Stories)

Overall Sector News4.2% (30 Stories)

Growth Analysis3.8% (27 Stories)

Sustainability Efforts3.7% (26 Stories)

Lawsuits & Legal Action3.5% (25 Stories)

International Trade2.8% (20 Stories)

New Position Appointments2.7% (19 Stories)

Microwave Recalls2.5% (18 Stories)

Jennifer Spragg/Pop-up Launch2.4% (17 Stories)

Whirlpool UK Appointments2.1% (15 Stories)

W H I R L P O O L -

T H E S E N T I M E N T

While sentiment regarding Whirlpool is overwhelmingly positive (67%), negative article represent 13% of the conversation and are focused primarily in topics around recent earnings and faulty tumble dryers

News article network with 712 stories. Colored by clusters. Sized by degree.

Earnings Analysis13% (93 Stories)

Earnings Estimates11% (85 Stories)

Technology Advancements6% (44 Stories)

Community Partnerships6% (43 Stories)

Faulty Tumble Dryers5.6% (40 Stories)

Charitable Donations5.6% (40 Stories)

Whirlpool India5.6% (40 Stories)

CES Innovation5.1% (36 Stories)

Expansion & Job Growth4.6% (33 Stories)

Water Based Appliances4.5% (32 Stories)

Student & Veteran4.5% (32 Stories)

Overall Sector News4.2% (30 Stories)

Growth Analysis3.8% (27 Stories)

Sustainability Efforts3.7% (26 Stories)

Lawsuits & Legal Action3.5% (25 Stories)

International Trade2.8% (20 Stories)

New Position Appointments2.7% (19 Stories)

Microwave Recalls2.5% (18 Stories)

Jennifer Spragg/Pop-up Launch2.4% (17 Stories)

Whirlpool UK Appointments2.1% (15 Stories)

Negative Clusters

W H I R L P O O L -

S E N T I M E N T x

C L U S T E R

Although recent Earnings Analysis present a majority of the negative articles, projections around future Earnings Estimates are the greatest positive articles for Whirlpool

News article network with 712 stories. Colored by clusters. Sized by degree.

Top Clusters for Negative Articles

Top Clusters for Positive Articles

Key Takeaways:

• Earnings projections and analysis dominate the majority of the conversation and represent polarizing sentiment in both the positive and negative realm

• In terms of actual company events, the positive sentiment associated with Whirlpool centers around recent Technology Advancements, Charitable Donations, and Community Partnerships

• The negative news surrounding Whirlpool is highly focused around recent Faulty Tumble Dryers, and recent Lawsuits & Legal Action (i.e. lawsuits around ”moldy washers” and “defective refrigerators”)

Social Sharing by Negative SentimentAlthough Faulty Tumble Tumble Dryers and Earnings present the most negative articles, Lawsuits and Legal Action articles are the most socially resonant articles – indicating legal stories tend to draw increased negative publicity

Lawsuits & Legal Action

Faulty Tumble Dryers

International Trade

Microwave Recall

Earnings Analysis

Whirlpool India Growth

Lawsuits & Legal Action are by far the most socially shared topic – Articles around class action lawsuits have driven the most social sharing

Faulty products and recalls are not as socially resonant, indicating that Whirlpool should remedy any product mishaps prior to legal action

Soci

al S

harin

g (S

um)

Publish Count (Sum)

N E G A T I V E A R T I C L E S O V E R T I M E

Earnings articles spike with each announcement, while over time the Faulty Tumble Dryer and Lawsuit stories have grown in popularity

Clusters

● Earnings Analysis 43%

● Faulty Tumble Dryers 16%

● Lawsuits & Legal Action 13%

● International Trade 13%

● Whirlpool India Growth 8.2%

● Microwave Recall 2.1%

● Overall Sector News 2.1%

● New Position Appointments 1.0%

Cou

nt

News article timeline with 97 stories. Colored by clusters.

APPENDIX

Similar nodes cluster together, and clusters are grouped by color. Each node represents a document.

Connections represent similar language used

across nodes

A bridging node between two clusters indicates the document is at an

intersection between two concepts.

Peripheral clusters could represent niche takes on the topic

Centrally located nodes are core concepts in the network and share language with many other nodes

Greater distance between clusters indicates a low number of inter-related documents

The density of a cluster indicates how similar or diverse the

nodes are within it

HOW TO READ A NETWORK

TEXT ANALYTICS BACKGROUND

Quid reads any text to identify key words, phrases,

people, companies and institutions.

Then Quid compares words from each document to

create links between them based on similar language.

Quid repeats the process at immense scale, producing a

network that shows how similar all the documents

are to one another.

© 2017 Proprietary and confidential.

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