Building the Social Powered Brand: Turning Social Data Into Competitive Advantage

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



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

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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


Finding Influencers…Who Are Also Buyers

Inside The Social Data

Transformation Shree Dandekar Chief Strategist, Director, Business Intelligence & Analytics Dell, Inc. @shree_dandekar



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

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

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

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


Using SNAP to capitalize on real-time NPS

43

0

2

4

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8

22

24

26

28

30

Q1 Q2 Q3

NPS SNA



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


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…



Confidential

SNAP for CMOs



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


Confidential

Thank You

Shree Dandekar Director of BI/Analytics Twit - @shree_dandekar

Confidential


Confidential

Dashboard displaying SNAP metric and customizable trend chart

Dell SNA for Nov

Detailed Post metrics

Weekly SNA and Post

Trend

49

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


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


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


Confidential

SNAP jumped right back after price correction

53

5 Steps To Social Data

Success

Arm Yourself



Target Your Audience

Kill The Vanity Metrics

Fans Friends Likes

= #sowhat

Get Proactive & Test

Work Across Departments


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

Building the Social Powered Brand: Turning Social Data Into Competitive Advantage

Technology

Transcript of Building the Social Powered Brand: Turning Social Data Into Competitive Advantage