On the way to Social Nirvana: ROI from Social Media Analytics Shree... · Social Media maturity cycle Data recording and Listening 1 Ad-hoc approach Optimized approach Sentiment Analysis

1Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential

On the way to Social Nirvana: ROI from Social Media Analytics

Shree Dandekar

Sr. Director, BI/Analytics Strategy

Twit: @shree_dandekar @LTaccelerate


Social Media maturity cycle

Data recording and Listening

1

Ad-hoc approach Optimized approach

Sentiment Analysis

2

Engagement

3

Customer Care

4

Social ROI

5

Social CRM

6

• Customer

sentiment by

topics/ Social

Properties

• Influencers Vs.

Detractor

identification

• Marketing

automation

• Lead

generation

• Content

curation

• Social Selling

• Promotions

• Early warning

system

• Campaign

effectiveness

• Customer

feedback

metrics

• Competitive

intelligence

• Product ideation

• Brand reputation

measurement

• Creating brand presence

• Building communities

• Social KPI’s

• Social Dashboards

• Social content creation

• Engaging stakeholders (internal/ external)

• Aggregating

Social data

• Data filtering

• Trend

monitoring

• Share of voice

• Segmenting

data by Social

properties

• Reporting

• Geo location

• Customer

interaction

• Social Outreach

• Product Design

• Proactive

customer care

content

creation

@shree_dandekar@LTaccelerate

Dell - Critical Handling - Confidential

January 2008Dell aligns

organization

for success

August 2006Blog outreach expanded beyond tech Support

December 2006Ratings and reviews launched on Dell.com

July 2006Direct2Dell launchedToday Direct2Dell exists in

English, Spanish, Norwegian,

Japanese and Chinese.

February 2006Michael Dell askedWhy don’t we reach out and help

bloggers with tech support issues?

January 2007StudioDell launchedDell’s video and podcast site, with

helpful tips and tricks. Eventually

expanding this into the YouTube

channel making sharing easier.

February 2007IdeaStorm launchedA voting based site allowing

customers and others to

submit ideas for Dell.

June 2007Dell joined Twitter

EmployeeStorm launchedInternal Blogs Launched

for Employees.

October 2007Michael Dell quoted in Business WeekIn 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 2007DellShares launchedThe first investor

relations blog by a

public company.

March 2008Accepted Solutions launched on Community Dell France begins Online

Community OutreachMay 2008Dell Outlet achieved$0.5M in sales via Twitter

April 2008Inside IT launchedBlog focused on business

customers, and Cloud

Computing.

June 2008Channel blog launched

January 2009Dell Organizes into four customer focused business units

Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units

June 2009$2M+ Salesvia Twitter

2009Dell TechCenter

June 2009Global Twitter revenues of $6.5 M

December 2009Huffington Post Blog

March 2010Dell 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) launched5,000 teammembers trained byend of year

B2B pages on Facebook

Dell

named

the No.

1 most

social

brand

6 Awards for the Social Media Listening Command Center

June 2010CAP Days launched In-person events for vocal online customers

December 2010Social Media

Listening Command

Center launched

Over eight years of social media experience



@shree_dandekar

Need for new solutions…

• Majority of social media posts classified as neutral

Poor Sentiment Accuracy

Poor Sentiment Accuracy

• No actionable insights No Contextual

InformationNo Contextual

Information

• Pretty graphs/charts/reports but what is important?

Too many metrics

Too many metrics

• How to integrate social in your business?Not easy of UseNot easy of Use

@LTaccelerate


@shree_dandekar

Context is key for Business Insights

Clarabridge tagging is by topic

Sentence Topic Sentiment Intensity

1 Hard Drive (-) -2

1 Mini 9 (-) -2

2 Hard Drive Neutral 0

3 Hard Drive (+) 2

Radian6 tagging is at the Post level

Sentence Topic Sentiment Intensity

NA Dell Neutral NA

separates into 3 distinct clauses

and assigns sentiment by

topic/context for each clause.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”

Customer quote

Actual sentiment/topic assignment…

@LTaccelerate


@shree_dandekar

Social ROI

SentimentGravity

(degree of sentiment)

Domain Influence

Author Credibility

Relevance

What?What?

• Dynamic

• Real-time• Capture

positive /

negative

opinion

• Analyze at

conversation /

sentence /

topic level

• Analyze context

and recency

(comment about

recent product or

EOL product)

• Look for language

indicating place in

buying cycle

• Segment

authors on

demographics,

sociographics,

past

transactions,

“bias” and the

number and

“type” of

stakeholders

they can likely

influence

• Take into

account where

the comment

originated

• Recognize that

a comment

made on

WSJ/Forbes is

more significant

than personal

Facebook page

How?How? Where?Where? Who?Who? When? Why?When? Why?

What if ….

• Capture

degree of

sentiment on -

5 to 5 scale

• Differentiate

between “I like

my Dell” and “I

love my Dell.”

@LTaccelerate


@shree_dandekar

Getting actionable insights through social media conversations

11 22 33 44 55

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 metrics -

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

Aggregate:

Aggregate all

conversations

pertaining to

Dell / industry /

competitors

@LTaccelerate


@shree_dandekar

ROI Case Studies

@LTaccelerate


@shree_dandekar

Revenue

Revenue

4.328

2.477 2.042

6881.520

3.02436 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

Vo

lum

e o

f C

on

ve

rsa

tio

ns

SN

A

XPS 13 - SNA and Conversations

Volume of Conversations SNARevenue

Revenue

Optimizing product pricing strategy

@LTaccelerate


@shree_dandekar

Using relevant chatter to quickly rectify support issues

0

50

100

0

2

4

6

8

10

12

14

Vo

lum

e o

f C

on

ve

rsa

tio

ns

(k)

SN

A

SNA Wireless Battery Keyboard

@LTaccelerate


@shree_dandekar

0

2

4

6

8

22

24

26

28

30

Q1 Q2 Q3

NPS

SNA

Capitalizing on real-time NPS

@LTaccelerate


@shree_dandekar

Improve Search Engine Optimization

Listen to Social Media Conversations

Apply Listening Algorithm and Identify Buzzwords

•Touch screen laptop

•Tablet laptop

•Duo laptop

•And others…

@LTaccelerate


@shree_dandekar

CMO dashboards

@LTaccelerate


@shree_dandekar

A few business applications

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

@LTaccelerate


Convergence of Social, Mobile and Cloud is disrupting marketing

@LTaccelerate @shree_dandekar


Our Customer Customers have shifted

the way they learn, consume, and engage

during the buying journey. Digital dominates.

Customer Experience DesignPlanning what, where and how we want to engage and develop customer conversations to acquire & develop.

Technology & AnalyticsLeveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.

Content StrategyCreating, managing and publishing high quality content as a strategic asset –mapped and personalized to customers.

Our Customer-centric Marketing ModelThree key areas, all focused on our customer.



• Connected CRM• Marketing Automation

AdTech:• Real-time Analytics and

ROI

Technology & Analytics

Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.

InformationThe ability to

create and manage a 360

view into the customer.

PersonalizedData can customize

messages for customers through dynamic, data-driven modular content.

Audience Definition

Able to define customers to

target based on specific criteria

Cross-PlatformContinuing the conversation with customers regardless of device.

Real-Time Targeting the right customer at the right time with the right message.

ResponsiveDriving deeper personalization by responding to customers behaviors and interests –on any platform.

Data is revolutionizing marketing through technology platforms; And working together, drive an optimized, 1:1 customer experience and higher ROI.

Connected CRM Data

Analytics & Insights



@shree_dandekar

Key take away

• Social ROI is not a myth!

• Start with a Social Media strategy

• Social Media analytics is a multi-step journey

@LTaccelerate


Thank You

Shree DandekarSr. Director of BI/Analytics

Twit - @shree_dandekar


Documents

On the way to Social Nirvana: ROI from Social Media Analytics Shree... · Social Media maturity cycle Data recording and Listening 1 Ad-hoc approach Optimized approach Sentiment Analysis