Post on 24-May-2015
© 2012 Forrester Research, Inc. Reproduction Prohibited
Applying Social Intelligence To Your Business
Carl DotyVice President & Practice LeaderServing Customer Insight ProfessionalsForrester Research, Inc.
@carldoty
Albert ChouChief Innovation OfficerExpion
@albert4waves
Send questions to #expion13
July 24th, 2013
© 2012 Forrester Research, Inc. Reproduction Prohibited 2© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The rising power of social media
The value of social media for business insights
Forrester’s framework for actionable social insights
Where is digital marketing headed next?
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
The customer journey has changed
© 2012 Forrester Research, Inc. Reproduction Prohibited5
© 2012 Forrester Research, Inc. Reproduction Prohibited
Consumers expect corporate responses in social channels
© 2012 Forrester Research, Inc. Reproduction Prohibited
Successful companies will adapt to their customer needs
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The rising power of social media
The value of social media for business insights
Forrester’s framework for actionable social insights
Where is digital marketing headed next?
© 2012 Forrester Research, Inc. Reproduction Prohibited
Businesses know social listening is important…
4/5**Approximately 80% of marketers actively involved in their company’s
social media strategy report “listening” as an existing goal
Companies “listen” to social media
© 2012 Forrester Research, Inc. Reproduction Prohibited
But most businesses are passive
© 2012 Forrester Research, Inc. Reproduction Prohibited
It’s time to move beyond the buzz
To active…• Understanding• Engaging• Supporting• Influencing• Optimizing
From passive…• Monitoring• Tracking• Counting• Reporting• Listening
© 2012 Forrester Research, Inc. Reproduction Prohibited
The evolution occurs in three stages
1. Social Monitoring - Companies in this stage are learning, experimenting, and just beginning to understand how they can collect and use social data.
2. Social Listening- Companies in this stage have more mature data collection practices, and develop analytical capability that enables action.
3. Social Intelligence- Companies in this stage automate insight generation, integrate with other customer data sources, and expand their use cases.
© 2012 Forrester Research, Inc. Reproduction Prohibited
Crisis management
Competitive intelligence
Product research
Campaign measurement
Customer segmentation
Product innovation
Market research
Influencer marketing
Sentiment analysis
SEO
Interactive buying
Lead generation
Brand protection
Customer support
Reactive Proactive
Tactical
Strategic
Social intelligence helps businesses…
© 2012 Forrester Research, Inc. Reproduction Prohibited
MTV finds show-saving insights
• MTV marketers listened to conversations to learn about the market for its new show “Teen Wolf”
• Learned why old messaging fell flat and quickly re-launched new messaging based on social insights
• New campaigns gained over 200% more online discussion and ratings improved week over week
© 2012 Forrester Research, Inc. Reproduction Prohibited
Hyundai listens to Facebook customers
• Car company launched online personality quiz through Facebook – matching users with the appropriate car
• Promoted local dealerships for test drives, resulting in an increased rate of dealership visits
• Resulting campaigns generated greater CTRs and improved sales 15
© 2012 Forrester Research, Inc. Reproduction Prohibited
Novotel finds online insights
• Novotel’s marketing team monitors social media for consumer discussion around its hotel properties
• Marketers learn from consumers online, engaging in positive discussion and encouraging feedback on travel sites
• First year results:• 55% more positive feedback
online – improved earned media
• Over 15% increase in sales
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
L’Oreal’s social insights in China• Lancôme marketers
monitored Social Media in China to learn about Chinese consumers and craft campaign ideas
• Learned of consumer demand for an online venue for beauty product discussion
• Created “Lancôme Rose Beauty” community
Over 4,000,000 members joined
the community – the largest
beauty product site in China
Online discussion around L’Oreal
products increased from 5,000
mentions to 500,000 mentions
per month
Drives sales directly to L’Oreal
ecommerce sites
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Kiddicare finds community insights
• UK’s largest nursery retailer launched an online support community
• Customers ask and answer questions on its website
• By connecting these discussions to actual customers calling in for help, support agents gained better background information and could resolve cases faster and more effectively
• Decreased call support volume• Increased support resolution
rate to 98%
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The rising power of social media
The value of social media for business insights
Forrester’s framework for actionable social insights
Where is digital marketing headed next?
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: June 18, 2012 “How To Make Social Media Actionable” Forrester report
Follow the four P’s of social intelligence
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for People
• Dedicate time to social data• Use internal and external resources• Define and formalize roles and responsibilities• Appoint employees with business
understanding first, then social media expertise
Leading companies’ strategies:
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Purpose
• Coordinate efforts, share ideas, identify common goals
• Ensure as little redundancy as possible• Set consistent reporting, tracking business data
and social metrics• Constantly measure results and recalibrate
practices• Report metrics upwards and outwards through
the organization
Leading companies’ strategies:
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Process
• Establish a workflow for incoming social media data
• Compile a dynamic list of “relevant” items• Plan for positive, negative, and neutral insights• Prepare for data distribution across the
enterprise• Create a scalable, repeatable, business process
for acting on insights
Leading companies’ strategies:
© 2012 Forrester Research, Inc. Reproduction Prohibited
Best practices for a Platform
• Partner with a listening platform and compromise on functionality
• Rely on a single day-to-day dashboard provider to ensure consistent measurement, scalability, and reliable training
• As your use cases become more sophisticated, compliment your existing platform with other technology vendors to fill in gaps
Leading companies’ strategies:
© 2012 Forrester Research, Inc. Reproduction Prohibited
Focus on the three core components of listening platforms
© 2012 Forrester Research, Inc. Reproduction Prohibited 27© 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda
The rising power of social media
The value of social media for business insights
Forrester’s framework for actionable social insights
Where is digital marketing headed next?
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Customers want a relationship
Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report
BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS
© 2012 Forrester Research, Inc. Reproduction Prohibited
But most marketing departments still employ outdated thinking…
October 2010 “It’s Time To Bury The Marketing Funnel”
© 2012 Forrester Research, Inc. Reproduction Prohibited
We have a different view of the customer journey
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
What are the characteristics?
1. Journeys, not just campaigns
2. Decisions, not just rules
3. Interactions, not just profiles
31
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers will move beyond campaigns, to real-time, event-based interaction models
© 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
Once you’ve mastered social intelligence, expand your listening efforts beyond social channels, across all customer interactions – Forrester calls this an Enterprise Customer Listening strategy.
Your listening strategy must adapt
© 2012 Forrester Research, Inc. Reproduction Prohibited
Recommendations
• Evaluate your social intelligence maturity – start by taking Forrester’s self-assessment The Social Intelligence Needs Assessment
• Follow the “four Ps” of social intelligence – Purpose, People, Process, Platform – to identify weaknesses and guide your progress
• As you mature, expand your listening efforts beyond social channels to prepare for Enterprise Customer Listening – encompassing all channels and interactions.
Albert Chou – Chief Innovation Officer @albert4waves
Enterprise Social Software Suite
INTEGRATE Connect all streams
with common topology
FIND Search for topical
conversations
INFLUENCE Determine the importance of conversation
RELEVANCY Is conversation
important to the Brand
12
3
4
5
6
7
8
Real Time MarketingTechnology
Copyright Expion 2013
Business and social insights require:• Trained team members that can execute a change or
make a difference• Product or service specialists actively seeking
feedback• Leadership that supports utilizing social data for
these operational changes
Operationalize Business Insights
Identify all relevant streams.
• Is Twitter Useful? Media YES!
• Google+ Brick and Mortar YES!
• Site specific
1. FLOW
• Keeping data in silos prevents aggregated views
• Integrate data to connect the points of social + business outcomes
2. INTEGRATE
• Seek conversations that are relevant to your business
• Surfacing all data without purpose consumes too much time
3. FIND
• Conversation importance is paramount to active utility of social conversation
• Who is actually speaking and does that customer’s opinion matter to your business
4. INFLUENCE
• Change the business
• Seize timely opportunities
5. RELEVANCY
• Can the right person that can action the insight be alerted right now?
6. ALERT
7. FRAME
• Has all prior information been provided?
• Have you delivered the right data to the right person for a complete picture?
• Execution. All information is in place as fast as possible. It is now time to execute.
8. ENGAGE
Listening is less effective because overflow of streams that cannot be actioned.
Alerting is Effective because providing the right person with the right information at the right to time to make a change
• Automobile dealerships that recognize in dealership service requests
• Sales team that actively seek complaints about competitive stores
• Hotels that change services while the guest is in house
LISTENING VS. ALERTING
© 2012 Forrester Research, Inc. Reproduction Prohibited
Thanks for Participating
Send questions to #expion13
Carl DotyVice President & Practice LeaderServing Customer Insight ProfessionalsForrester Research, Inc.cdoty@forrester.com
@carldoty
Albert ChouChief Innovation OfficerExpionachou@expion.com
@albert4waves