NCDM2010-Science of Listening-20101215

Social Media Analytics: The Science of Listening

About Me• John Bastone• SAS Global Product Marketing, Social and Customer

Intelligence• 13 years direct marketing experience• My Contact Channels

– Digital• @johnbastone (personalize the note)• linkedin/in/johnbastone (ditto)• [email protected] (good luck)

– “Old-School”• Say “Hello”

@johnbastone #ncdm2010

mailto:[email protected]

Private

>10,00098%>45,000Core Biz

33$2 Bn20%

Since 1976

Employees worldwide

Global 2000 companies

use SAS

Sites deployed globally

“Business Analytics”

Annual revenue invested in R&D

year-on-year

Revenue Consecutive Years Revenue

Growth

owner

About SAS


About SAS

Agenda

• State of Social Marketing• Science of Listening

– Capture critical sources across social media sites– Content understanding through the power of text analytics– Capitalizing on insights to better insert your business into the

conversation

• Parting thoughts

Today’s Agenda


The Influence of Social Media on the Consumer Buying Process is Stronger than Ever

Social Media is

Impacting Your Brand

Sources: 10th annual Edelman Global Corporate Trust Research, 2009, Bill Jensen, Forrester, Nielsen

• 1.5B people online and 600MM+ using social media monthly around globe.

• Consumers relying on social media and connections to shape buying decisions.

• Public evaluation of brands is impacting business health.

• The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months.

• And the answers and implications of that for your business are in the data…


Social Media Benefits

Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010

What have the three primary benefits that use of social media has brought to your organization?

Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia

Date Surveyed: July 2010 / Respondents: 2100


Social Media Analytics ChallengesWhich of the following are the three most pressing challenges that your organization currently

faces (or anticipate you’ll face) with regard to social media?





Social Media EffectivenessHow effectively do you feel your organization is currently using social media (scale of 1 to 10)?





Agenda



conversation


Today’s Agenda


Capture

• The Where• The How• The Why


Capture: “Where”

• Social Networks• Business Networking• Video• Pictures• Blogs/Conversations• Discussion

Boards/Forums


Capture: “How”


Capture: “How” Strategic Framework

Social Data

Customer Service Data

Customer Emails

Internal Data

Call Center Data

Third Party Data Customer

Satisfaction Research

Brand Research

Web Analytics

Benefits: Common lens Leading Indicators Improve Forecasts Augment Lifetime

Customer Value

Behavioral Data

Online Chat

Surveys


Capture: “Why”Align our messaging with the ways customers speak, think, and spend time

Capitalize on positive press / mitigate the negative effects of mass misconceptions

Listen to and engage with customers in a whole new channel

Identify websites or events where an ad or promotion might be favorably received

Better understand the perceived position of our products and services versus the competition

Discover unmet needs and identify product features that consumers love – or hate




Which areas are responsible for the development of your social media strategy?


Agenda



conversation


Today’s Agenda


Content

• Categorization– Brands, Topics & Taxonomies

• Analytics– Clustering, Phrase Clouds & Sentiment

• Consumption– Reports, Dashboards & Alerts


Content: Categorization (Brand/Topics/Taxonomy)

Food Taxonomy

Social Media Analytics Taxonomy


Content: Analytics (Clustering)• Clustering 101

– Look for all documents containing dialog around “reception”– Look for other “topics” that who a high correlation with that topic

• Adjust taxonomy to include these other topics• Rinse and repeat


Content: Analytics (Phrase Clouds)


Content: Analytics (Sentiment)

• Correlates Adjectives to Topics of interest

• Determines Tone

• Maps tone to taxonomy


Content: Consumption (Reports)


Content: Consumption (Dashboards)


Content: Consumption (Alerts)

Positive sentiment for blogs down YOY


Agenda



conversation


Today’s Agenda


Capitalizing

• Social Network Analysis• Influence• Customer Service


Capitalizing: Social Network Analysis

• Maps relationships between people• Requires access to connection information• Telco and social media properties


Capitalizing: Influence

• Factors can include:– Followers– Retweets– Mentions– Relevance– Sentiment


Capitalizing: Influence (Influence vs. Followers)


Capitalizing: Influence (Influential Authors)


Capitalizing: Customer Service

• Social as call center channel


Capitalizing: Customer ServiceTrack and Respond in Real Time


Agenda



conversation


Today’s Agenda


Case Study On ROI• Organic Ad Agency

– Consumers engaged in digital touch points 2x likely to test drive

– Modeled social media traffic in a campaign as a predictor of campaign success

– Can now leverage social media chatter as early projection of success or failure of campaign

• Jeep campaign changed mid-stream to show website address longer


Other Ways to Demonstrate ROI• Efficiency gains - # hours saved from having to manually (a) look at social media at

the their source and/or (b) sift through noise of an existing SMA tool• More effectiveness marketing - being able to monitor and make adjustments to

marketing messages / campaigns based on mid-stream monitoring– E.g. identify key phrases that consumers are buzzing about– E.g. see sentiment regarding a campaign or feedback regarding the creative /

message on a microsite• Improved marketing effectiveness by harnessing advocates to deliver your

messages• Improved customer satisfaction (1:1) + customer satisfaction through perceived

“response” on social channels (“they responded to my tweet!! Wow!”)• Decreased risk to viral exposure by identifying influencers / threats + monitoring

implicit issues facing consumers (or issues that are perceived to be negative)


Parting Thoughts• Listen

– Lots of good solutions– Follow the sites– Pay when you know about 70% of what you need

• Learn– Start to organize your listening around areas of your business– Don’t go it alone

• Engage– Get out there!


Additional Information

• sas.com/sma

• @johnbastone

• linkedin.com/in/johnbastone

• Say “Hello”


Questions?


NCDM2010-Science of Listening-20101215

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