Post on 10-May-2015
description
Building The Social Powered Brand:
Turning Social Data Into Competitive
Advantage
Social Data Is Exploding
3
50% are talking People who recommend brands on social networks
90% are listening People looking at recommendations on social networks
Social Data Is Shaping Your Brand
50% go to your social site first
Social Data Is Your Brand
Potential economic gain for top 20
industries
$1.3T Incredible Opportunity
Source: McKinsey
Companies reporting substantial benefits
from social
3%
Getting Value?
Source: McKinsey
Source: McKinsey
Brand Management?
Important point v.02
Subtitle
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Why Is This So Hard?
500M Tweets Per Day
Social data is rich and complex
400 Fields of Metadata
UserContentLocation
Reply
DeviceApplicationLinksMentions
Date/Time/Timezone
200 # of Social Networks Have more than 1M active users
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Source: Wikipedia
The Long Tail: Ravelry.com
20,000,000 Blogs & Forums Updates Per Day
tum
g
85M Tumblr Posts Per Day
Source: DataSift
0
2
4
6
8
2009 2010 2011 2012 2013E 2014E 2015E
Source: IDC, Mary Meeker KPCB
Dat
a Sh
ared
(Zet
taby
tes
)
3.2Bn Facebook Likes 500M Tweets 100M Instagram Photos
250M Tumblr Posts 200M bitly Clicks 70M+ Blogs, Forums
Generating Massive Data 9x Growth In Shared Content
More Data Outside Your Business Than In
Step 1 Was Listen & Engage
Listening only captures 3% of social
traffic
3% Source: Conversocial
Think What You Might Be Missing
20
Today: A New Social Economy
R&D Product Development
Operations Supply /Demand Forecast
MarketingMarket Research
MarketingCommunications
Service & SupportCustomer Care
Sales & MarketingDemand Generation
Sales Social Commerce
Human Resources Recruiting Talent
Opportunity In Every Department
BI/analytics appssocial apps DIY enterprise apps
customer service news monitoring email marketing influencer modeling market research demand planning
social data platform layer
Social Data Publishers
DataSift Powers Social Data Innovation Infusing Social Data Across The Enterprise
Fueling An Analytics Revolution
Customers Purchases
Engagement Opinions Interests
Data you want | Quick and at scale | Low cost per data source Data you want | Quick and at scale | Low cost per data source
From transactions inside
Interactions outside
We Power Enterprise Leaders
Demand Generation Business IntelligenceData Visualization
Advertisement AnalyticsBroadcast Media
Data Science, AnalyticsData Visualization
Social Media Marketing Analytics Data Visualization Social Media
AnalyticsMarketing
Customer Service Analytics, Business IntelligenceData Visualization
AnalyticsAnalytics, Lead Generation
Social Media
We Power Social Economy Apps
Social Data Is Transforming Business
Social Monitoring
Command Centers
Marketing Teams
Activity Spikes
Social Data
Business Decisions
Whole Company
Every Team
Influencers & Audiences
Social + Business Data
isolated
connected
USA Facebook Mobile 37% of Traffic!
USA Facebook Web!
USA Direct Traffic!
USA Upworthy.com !
USA Twitter!
UK
BR!CA!
GR!
NL!
Campaign Analysis
• Analyzing Ad Campaigns
SecondSync Dials in
Advertising
Social Competitive Intelligence
Unique Experiences For High Value Prospects
Player Popularity Drives Demand Planning
Data you want | Quick and at scale | Low cost per data source Data you want | Quick and at scale | Low cost per data source
Finding Influencers…Who Are Also Buyers
Inside The Social Data
Transformation Shree Dandekar Chief Strategist, Director, Business Intelligence & Analytics Dell, Inc. @shree_dandekar
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Confidential Dell - Critical Handling - Confidential
Confidential
Social Net Advocacy Pulse (SNAP) Using real-time brand reputation analytics to drive business
Shree Dandekar
Director, BI/Analytics Strategy
Twit: @shree_dandekar
Confidential Dell - Critical Handling - Confidential
Confidential
January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asked Why don’t we reach out and help bloggers with tech support issues?
January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joined Twitter EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 2007 DellShares launched The first investor relations blog by a public company.
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008 Dell Outlet achieved $0.5M in sales via Twitter
April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.
June 2008 Channel blog launched
January 2009 Dell Organizes into four customer focused business units
Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via Twitter
2009 Dell TechCenter
June 2009 Global Twitter revenues of $6.5 M
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with “Open Leadership Award for
Innovation and Execution”
Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Over six years of social media experience
Motivation
• Majority of social media posts classified as neutral
Poor Sentiment Accuracy
• No actionable insights No Contextual Information
• Pretty graphs/charts/reports but what is important?
Too many metrics
• How to integrate social? Ease of Use
36
Dell - Critical Handling - Confidential
Context is Key for Business Insights
Clarabridge tagging is by topicSentence Topic Sentiment Intensity
1 Hard Drive (-‐) -‐21 Mini 9 (-‐) -‐22 Hard Drive Neutral 03 Hard Drive (+) 2
Radian6 tagging is at the Post levelSentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses and assigns sentiment by topic/context for each clause. Actual Social Media Example Post from Blogspot.com
1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"2) which originally came with an 8GB PCIE SSD.
identifies single topic and assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”
Actual post
Actual sentiment/topic assignment…
37
• Dell - Critical Handling - Confidential
Confidential
Introducing SNAP
38
Social NET Advocacy Pulse
(Positive – Negative) Indicator of purchase intent
Customer touch point
Confidential Dell - Critical Handling - Confidential
Confidential
SNAP twit pitch
39
• Single aggregated metric - net sentiment/advocacy of social conversations for easy monitoring and tracking
Aggregated social metric
• Ability to drill-down for various aspects of the business in order to uncover positive and problem areas
Drill-down and actionable insights
• Enables conversations of interest to be sliced/diced by categories and delivered to different business managers
Targeted social listening
Dell Confidential
SaaS analytics offering • Real time social analytics tool to monitor customer sentiment by brand and product category
• Dell - Critical Handling - Confidential
SNAP: How do we get actionable insights through social media conversations?
40
1 2 3 4 5 Listen: More than 25K Dell conversations every day
Enrich: Filter, categorize and determine sentiment using best-in class NLP and Text Analytics engine
Collate: Calculate SNA -which represents overall brand advocacy and the advocacy behind individual contributing facets of the product / business
Deliver: Real-time tool for tracking and monitoring SNA and actionable insights for business managers
Dell Confidential
Aggregate: Aggregate all conversations pertaining to Dell / industry / competitors
Case Studies
Confidential Dell - Critical Handling - Confidential
Confidential
4,328
2,477 2,042
688 1,520
3,024 36 36 32
48
30
41
0
1000
2000
3000
4000
5000
-
10
20
30
40
50
1/10 1/17 1/24 1/31 2/7 2/14
Volu
me
of C
onve
rsat
ions
SNA XPS 13 - SNA and Conversations
Volume of Conversations SNA Revenue
Rev
enue
Using SNAP to optimize product pricing strategy
42 Dell Confidential
Dell - Critical Handling - Confidential
Using SNAP to capitalize on real-time NPS
43
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS SNA
43 Dell Confidential
Confidential Dell - Critical Handling - Confidential
Confidential
Using relevant chatter to quickly rectify support issues
44
0
50
100
0
2
4
6
8
10
12
14
Volume of Con
versa/
ons (k)
SNA
SNA Wireless Ba4ery Keyboard Dell Confidential
Dell - Critical Handling - Confidential
Using SNAP to improve Search Engine Optimization
45
Listen to Social Media Conversations
Apply Listening Algorithm and Identify Buzzwords
• Touch screen laptop • Tablet laptop • Duo laptop • And others…
45 Dell Confidential
Confidential Dell - Critical Handling - Confidential
Confidential
SNAP for CMOs
46 Dell Confidential
Dell - Critical Handling - Confidential
A few SNAP business applications
Dell Confidential 47
Product Development
• Primary Research • Early Warning system • New Product Ideation
Marketing
• Instant feedback on campaigns
• Improve Product messaging and offers/promos
• SEO/SEM
NPS Diagnosis • Issue identification and
tracking • Predicting NPS based on
SNA
Sales
• Lead Generation and Scoring
Support/ Customer Service
• Improve coverage • Prioritization of support
issues
M&A
• Research on potential acquisitions
• Customer reaction on upcoming acquisitions
Confidential
Dell - Critical Handling - Confidential
Confidential
Thank You
Shree Dandekar Director of BI/Analytics Twit - @shree_dandekar
Confidential
Dell - Critical Handling - Confidential
Confidential
Dashboard displaying SNAP metric and customizable trend chart
Dell SNA for Nov
Detailed Post metrics
Weekly SNA and Post
Trend
49
Confidential
Dell - Critical Handling - Confidential
Confidential
SNAP by topic groups
Allows you to drill down into a specific product/topic
Displaying SNA for all Product
Categories
Drill down a specific product
SNA dropped by 16 pts in last
week of Nov 50
Confidential
Dell - Critical Handling - Confidential
Confidential
Drill in to topics to understand change in SNAP for any time period (week to week)
Topics – Related tab provides which topics are contributing to the change
Confidential
Dell - Critical Handling - Confidential
Confidential
Drill down in to actuals posts contributing to SNAP score
Customers unhappy
about price for specific config of XPS 13
with ubuntu
52
Confidential
Dell - Critical Handling - Confidential
Confidential
SNAP jumped right back after price correction
53
5 Steps To Social Data
Success
Arm Yourself
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Grab your phone and explore the entertaining and very pink world of Benefit Cosmetics. As Benefit's founders say, "Laughter is the best cosmetic, so grin and wear it!"
Target Your Audience
Kill The Vanity Metrics
Fans Friends Likes
= #sowhat
Get Proactive & Test
Work Across Departments
Data you want | Quick and at scale | Low cost per data source Data you want | Quick and at scale | Low cost per data source
The social economy is just getting started…the time is now
Want more detail?
Download Beyond The Hashtag:
A Field Guide to Social Maturity
www.datasift.com/
beyond-the-hashtag
Thank You Patrick Morrissey
@patmorrissey
www.datasift.com