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It’s no secret that the growing evolution of customer experience management, brand management and digital content marketing has gone hand in hand with the adoption of social media strategy and listening. Over the last few years, several companies have adopted social media monitoring tools as a part of their overall social media and reputation management strategy. While this is a great start to improve customer experience management, a newer opportunity to drive business ROI using social goes beyond social media marketing and listening, it embraces the analysis of those online conversations. Historically, social data has not been utilized to its full potential for driving ROI and informing key business activities. With the knowledge of how to categorize and analyze social media posts, however, some innovative companies are now going beyond social media engagement and monitoring to inform business strategy with actionable metrics. With these metrics, companies can maximize their investment in launches, marketing campaigns and content creation, and course-correct those activities in real-time. Join Warren Sukernek, VP Social Business at SDL Social Intelligence, as he demonstrates how you can achieve valuable insights from the next generation of social media listening that can lead to actionable business results. In this session, you will learn: How to segment the market and create targeted, relevant campaigns and content using personas derived from social media How analysis of social media content can be used to predict business outcomes and pave the way for developing future strategies How with the right metrics, you can evaluate new and current product launches or marketing campaigns, and course correct in real-time
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SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Social Media Monitoring is Dead
Moving forward with Social Intelligence
Warren Sukernek, VP Social Business
A valuable customer is one that is committed to buying products or services, sharing content and advocating brand
Social Intelligence gives you a contextual view into your customers’ experience.
Social media monitoring only goes so far.
A little bit about me.
Value of Listening
the complaint
the complimentthe compliment
the problem
the competitorthe competitor
the crowd
the influencerthe influencer
the crisis
the questionthe question
the campaign impact
the point of needthe point of need
Details can be found:•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/
• 2006 – Nielsen & Cymfony
• 2009 – Nielsen & Cymfony
• 2010 – Nielsen, Converseon & Radian6
• 2012 – Visible & Radian6
Forrester Wave Market Leaders
An industry being disrupted.
Source: http://socialmediaanalysis.com/acquisitions.html
Consolidation and competition will revolutionize the landscape
The social listening category will die. For too long, listening vendors focused on tracking and reporting what happened in social channels, an approach that offered marketers limited insights and a flawed, incomplete view into social measurement. Today, many listening vendors keep social data in a silo, intent on building their own database and marketing technologies. But listening platforms will be unable to replicate the functionality of established marketing technology categories, such as marketing automation, email marketing, and big CRM companies, and so are likely to fail. The future for listening platforms is grim, unless they can improve their ability to turn data into insights and those insights into action through integration with broader marketing technologies.
The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall, February 25, 2013
Analytics Ascendancy Model
Difficulty
Value
Descriptive Analytics
Diagnostic Analytics
Prescriptive Analytics
Predictive Analytics
Information
Optimization
Hindsight
Insight
Foresight
Source: Gartner
53% of people on Twitter recommend products in their Tweets
Every second 2 new members join LinkedIn.In 2013, every 10 minutes we produce the same amount of data from the beginning of
mankind to 2003.
People upload 100 hours of new video to YouTube every minute
90% of the world's information was generated in the past two years in a form that computers can't understand ( unstructured data).
Data, data everywhere
Too much data, not enough insight
Data Obesity
CC: Tim Zim
Insight Scarcity
CC: Jah
An innovative approach
CC: Jordigraells
Expanded insight from voluminous data
CC: Olilly
Actionable strategies
CC: Victor1558
CC: (Alex)
Real measurements that mean something
Modeling the unstructured conversations to provide a deep and holistic understanding of that experience
CC: OrangeAcid
Integration with other data sources
CC: Kicki
SOCIAL INTELLIGENCE POWERS THE ENTERPRISE
Social Intelligence gives businesses the tools to leverage the wealth of social data available and create true business value.
Using data-driven social intelligence insights enables businesses to create risk management plans, leverage proven industry best-practices, better understand the competitive landscape, and execute smart product development and campaigns.
SDL Social Intelligence
Best Practices
Crises, Issues & Risk
Mgt
Product, Campaign &
Brand Measurement
Competitive Intelligence &
Market Validation
360-degree Customer Insights
Segment & Persona
Development
THE VALUE SOCIAL DATA BRINGS
Analyzing and deriving insights based on social data gives businesses a real-time, non-biased view of the customer and their experiences.
This means businesses can easily shorten the purchase cycle and ensure constant relevance for products and services as markets and customer needs change.
*source: Gartner
By 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. *
The SDL Customer Commitment Framework helps businesses understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, and translate these experiences into strategic opportunities.
RAISING AWARENESS, CONVERTING SHOPPERS INTO
CUSTOMERS, AND CUSTOMERS INTO ADVOCATES
80% of businesses believe their customer experience is superior, while only 8% of customers agreed**
**source: Bain & Co survey
CUSTOMER COMMITMENT FRAMEWORK IN ACTION
• KPIs - in the form of scores that model and predict customer behavior
• Customer Experience & Journey Mapping - aligning the KPIs against specific, measurable steps in the customer journeys
• Contextual Customer Segmentations - highlighting the valuable customer targets groupings for optimal focus
• Customer Personas Mapping - providing a comprehensive and deeper level of under-standing of the behaviors and emotional drivers for the identified contextual customer segments
-30 0 30
-30
0
30
Delta – vertical average
Chan
ge s
ince
pre
viou
s Q
uart
er
Product C
Product B
Product A
Product D
Improving and Above Technology AverageImproving but Below Technology Average
Declining but Above Technology AverageDeclining and Below Technology Average
Size of ball = volume
Sample Dashboard Analytics
Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 42 66
Change +14
Predicted trend Increasing likelihood to buy
Monthly Trends – March 2013
Score 70
Change v’s previous + 30
V’s Tech Vertical +28%
Product A
Product B Quarterly Trends Q1 2013
Q4 ‘12 Q1 ‘13 Q2 ‘13 Q3 ‘13 Q4 ‘13
Score 49 41
Change -8
Decreasing likelihood to buy
Monthly Trends – March 2013
Score 49
Change v’s previous + 8
V’s Tech Vertical -1%
Month on Month Trend
Month on Month Trend
ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers with real-time insight and foresight to optimize customer experience. The Customer Commitment FrameworkTM enables global brands to develop and measure product, brand and engagement strategies to drive growth and increase revenues. www.sdl.com/si
About SDLSDL enables global businesses to enrich their customers’ experience through the entire customer journey. SDL’s technology and services help brands to predict what their customers want and engage with them across multiple languages, cultures, channels and devices. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. 42 out of the top 50 brands work with SDL.
Warren SukernekSDL.com/si
@Warrenss
Slideshare.net/SDLsocialintelligence
Social Media Monitoring RIP
CC: Great Beyond
Thank You
