How Leveraging Social Intelligence Will Change Your Business
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SDL Proprietary and Confidential How Leveraging Social Intelligence Will Change Your Business Donnell Wright, VP Social Intelligence Strategy June 2015
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Transcript of How Leveraging Social Intelligence Will Change Your Business
SDL Proprietary and Confidential
How Leveraging Social Intelligence Will Change Your BusinessDonnell Wright, VP Social Intelligence Strategy
June 2015
Customer Experience Today
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You don’t know who your competitors are
You are competing for your customers’ attention
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There is no single customer journey
From the customer’s perspective, the journey makes perfect sense; from yours, it’s next to random
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Context has rendered channels irrelevant
It is critical to deliver a consistent experience across
all relevant channels
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Traditional digital marketing models have been disrupted
Brand Advocates are the stars of your marketing team
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Millennials are changingthe game
Culture, values and identityare the new differentiators
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“How likely are you to buy a 4K TV in the next year?”
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Agenda
○ The power of social intelligence
○ How we harness that power
○ Helping brands deliver
○ Q&A / Next steps
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Customers are “blazing a trail”…
Static Company Behavior
ChangingCustomer Behavior
Your company is moving at a slower rate than customers so no matter what you do, your changes are perceivedas static
Your customer:o Controls their relationship
with your brando Uses multiple channels
at hard-to-predict timeso Blazes a trail and doesn’t
follow a pre-defined journeyo May fit into multiple persona
categories
11SDL Proprietary and ConfidentialSDL Proprietary and Confidential
“If the rate ofchange on the outside exceeds the rate of change on the inside,the end is near.”
– Jack Welch
Who wants to be
Frederick Fleet?Context is
everything
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Social Intelligence understands and measures existing patternsof behavior, in context, in real-time
Unsolicited: Not contrived; we collect data as a natural component of an already existing digital ecosystem
Unbiased: We look to understand behaviors as they actually exist
In the moment or historical view: Robust data abilities; not limited to a time construct
Targeted: We can understand behaviors relative to a specific event or define apoint in time
The power of social intelligence
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The dataset it delivers
…new conversationsper day
…conversations immediately available
…in Non-English languages
…of trending data
Sentiment detection in 126 languages
Customer Journey Analytics calculated
in 23 languages
59%~85M 50B
12623 2 years
How We HarnessThat Power
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How it worksRefine Act
Mine SDL’s massive dataset, hone in on what matters toyour product
Pinpoint exactly where consumers are on a buying journey and their likelihood to purchase
Each step refines & structures the data, making it relevant, targeted, & actionable
Measure
Apply algorithm to quantify performance of journey stages
Visualize what matters to your consumers, identify barriers & allocate resources across journey
MACRO PRECISE
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o There are (8) core customer experiences that drive people to commit to purchase. These are experiencesthat every business needs to build to ensure they drive Purchase Intent.
o There are (8) core emotional states that drive people to commit to the brand. These represent the eight experiences that a business needs to enable to ensure they driveBrand Engagement & Commitment.
The customer journey stagesProduct Commitment Score (PCS): Brand Commitment Score (BCS):
Post-Purchase
Connection
Evaluation
Support Commitment
Shopping
DeploymentProduct Experience
Awareness
Evangelism
Influence
Affinity
Experience
Trust
Evaluation
Connection
Awareness
34
40
2657
33
22
34
45
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The unique value it delivers
Created from real-life behavior
ONLY visualize precise and meaningful conversations
Ultimate contextual data foryour customer journeys
Facilitates data-driven, agile marketing
Supports effective resourceallocation to key journey stages
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Brand Health Tracking
o Near real-time evaluation
o Measure resonance of the message
o Strategy and course-correction
o Impact on purchase intent
Campaign Evaluation
ProductLaunch
Market Entry
Customer journey analytics solutions
o Near real-time evaluation
o Response to product
o Strategy and course-correction
o Impact of launch on purchase intent
o Quarterly insight reports
o Competitive datao Local and global
view
o Determine which global markets are ripest for opportunity
o Evaluate competitors
o Monitor closely throughout entry
Helping Brands Deliver
`
A major U.S. liqueur supplier launched a controversial new ad campaign to re-invigorate
their brand among millennial consumers.
They used SDL Social Intelligence research to see if the ad campaign was working.
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Was the campaign really impacting sales interest?
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Why it worked
Examples of social media posts have been redacted
from this slide for client confidentiality
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A major U.S. auto manufacturer launched a new model and though the vehicle was getting good
“buzz” they wanted to understand why sales were lagging.
They used SDL Social Intelligence research to gain insight into “the buyer’s journey.”
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Oct. 28 - 3 Nov. 4 - 10 Nov. 11 - 17 Nov. 18 - 24 Nov. 25 - 1 Dec. 2 - 80
10
20
30
40
50
60
70
Lagging
Leading
PC
S
Post-launch
33 43 48 48 52 46
48 38 46 46 49 62
53 41 45 44 49 41
49 65 53 57 35 38
What social said about launch success….
Competitor B
Client
Competitor A
Competitor C
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- 1 - 1 - 18 - 1 - 1 + 7+ 7 + 5
0
10
20
30
40
50
60
70 S
co
re
Positive / negative score change from previous week
Data in chart is of the most recent week of data available: Nov 24 – Dec 1
Customer Journey Scores:
45 48 45 37 31 47 47 31
Why the shift in performance trend….
Client
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A major U.S. women’s clothing brand and retailer needed a new strategy to correct lack of growth.
They used SDL Social Intelligence research to understand buyer perceptions and appeal to
untapped markets.
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34% 14% 52%
-100 -50 0 50 100 150 200
Why they weren’t growing…
-100 -50 0 50 100 150 200 -100 -50 0 50 100 150 200
Celebrity endorsements
Versatility
Inspiring descriptions
Comfort
Business attire
Bridesmaid line
Sale / Sales
Modern
Surprised at stylishness
Petite Line
Trendy
Regular model
Occasion wear
Anniversary wear
Graduation wear
Wedding line
Clothing longevity
Student clothing
Color / Colorful
Maternity line
Identify with work wear
Pleasantly surprised with stylishness
Symbol of ‘growing up’
Connect with maternity line
Like petite collection
Like celebration wear
Like color& vibrancy
Identify with wearability
Identify with modernity
Practical Label Lovers Dedicated Fashion Followers Style Independents
Celebrity, excitement & inspirationsare important
Not connecting with the client’s core associations: Need to be engaged around new values and a new story
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$120Avg. per purchase
$327Total Last 12 months
$122Avg. per purchase
$303Total Last 12 months
$142Avg. per purchase
$402Total Last 12 months
*Transactions in last 12 mos - Transactions in last 13 – 24 / # of transactions in 13-24 mos *Must have purchased in last 13-24 mos
Growth Rate:
What it meant to their business…
34% 14% 52%Practical Label Lovers Dedicated Fashion Followers Style Independents
-8% 6% -13%
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SDL Confidential
Why?
Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Global Customer Experience Management
