SDL Proprietary and ConfidentialSDL Proprietary and Confidential

If Social Media could tell you a story, would you listen?James Ainsworth – Social Media Manager

You might remember us from…

SDL Recognized Leader in Global Information Management

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• Publicly traded company with $400m annual revenues

• Over 2,700 employees in 70 offices across 38 countries

• World-leading innovative technology

• Award-winning and profitable company, with long-term financial stability

• 1,500+ enterprise customers and partners

• SDL is celebrating its 20th anniversary in 2012

A bit about me…before the good stuff

@SDLjames

Social Media Monitoring is not just responding to

Twitter moaners

MYTH BUSTING

Social Media

Monitoring is…

..well,

it depends.

“What Social Media is, is not

how many people follow you or

how many people 'Like' you but

to what extent it shows you the

underlying data about their

behaviour” Mike Walsh

50+ Billion stored conversations and results60+ languages20+ Automated sentiment analysisDashboards Alerts Storyboards Custom Sources

Rather than "data driven decisions", advocate human

decisions supported by the use of good tools to provide us with data-derived

insights.

SOCIAL MEDIA DATA IS AN ENABLER

http://www.flickr.com/photos/puuikibeach/

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The value social data

brings

Highly responsive: can

collect & respond to

insight on any timescale

Targeted: can relate specific

activities to conversations at a defined point in

time

Highly predictive:

conversations are leading indicators

Longitudinal: we can look back & track

forwardIn context: feedback is pure

& customer generated (not

contrived)

Provides unique access to

competitor activity

Can provide a 360 degree view of a

customer (not just about their relationship to your brand)

Is highly scalable:

Provides access to high volumes

of data & a global dataset

Why is social data more useful than conventional research data?

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Powered by

SOCIAL MEDIA STORY-TELLING

The social media story behind a new and intriguing product

# of influencers

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Positive advocates

3 are based in Ireland

Twitter users

Top Twitter Authors

@psykouk

@annecupcake

@dressjunkie

Love it or Hate it?

Positive 29%

Indifferent 86%

Negative 13%

Top Platforms

Twitter

Forums

Media

Top Platform Demographics

Male: 75%

Female: 20%

Unspecified: 5%

Twitter

Forums

Media

Forum Users

Top Categories

Social

College Life

Health

Love it or Hate it?

Positive 20.1%

Indifferent 61.6%

Negative 18.3%

Top Domains Top Themes

Weightwatchers

Cakes

Nutella

Boards.ie

Money Saving Expert

TES Community

Boards.ie

Top Authors

Killer Wench

Seomra Mushie

Pembily

Love it or Hate it?

Positive 12.9%

Indifferent 58.1%

Negative 29%

Target your offers with the Forums where your advocates are doing great things for you

Look at the comments relating to “fat”, “health” “exercise” and

tailor messaging in target publications where dietary

content needs to be considered

Run Campus or Instore tasting sessions to marry up online

and offline

Establish a User Forum where recipes are created and

uploaded with photo content

Host product development session with influencers to

design new offshoot products

What next?

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The story of an illuminating relay around the UK

Hashtag Podium

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#olympictorch

Which Hashtag has the greatest share of Tweets?

#LONDON2012TorchRELAY

#BBCTORCHCAM

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ay

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ay

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ay

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ay

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ay

#OlympicTorch

#BBCTorchCam

#London2012TorchRe-lay

Hashtag Adoption

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The People drive

Hashtag adoption

Torch Relay Begins

Men

tio

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Mentions of Places

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Lands End

Taunton

Bristol

Cardiff

Aberystwyth

Chester

Liverpool

Belfast

Dublin

Stornoway

Edinburgh

6000+ Mentions

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What’s your priority? Hashtag or Check-In?

13-May 14-May 15-May 16-May 17-May 18-May 19-May 20-May 21-May 22-May 23-May 24-May 25-May 26-May 27-May

OT

BTC

LTR

4sq

Men

tio

ns

1000 1000

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The one about the Rock band looking to make a come-back

Themes around SDL and The Social Intelligents

SDL and The Social Intelligents

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Early

Remem

ber

1990s/90s

School

Remin

d(s)

Nostalg

ia/N

ostalg

ic

Childhood

Back in

the d

ay

0

200

400

600

Keyword volumes

around “Nostalgia”

Key Themes SDL and The Social Intelligents “brings them back”: In many of the posts mentioning the

band, fans said the music brought them back to the 90s or made them think of a specific memory

from their childhood or their teen years. Multi-generational sharing is key: SDL and The Social Intelligents is a band that transcends

time and generations. There were many posts about children listening to SDL and The Social

Intelligents with their parents, envying their parents for seeing them live, listening to their parents

old SDL and The Social Intelligents tapes/records, etc. SDL and The Social Intelligents should target

this multi-generational audience and promote multi-generational sharing.

Using Nostalgic themes in their advertising and new music: They are seen as the

quintessential 90s rock band by their fans. So many people associate that time in their lives with

the band and its music. That’s very powerful and has implications as far as their sound in the new

album, their set lists for future shows, the imagery they use in advertising, their messaging, etc.

There were 1621

conversations about

“Nostalgia” in the last two

months – approximately

12% of the data

How to leverage nostalgia

Volume of social data

The below chart

depicts the

number of daily

online mentions

for the term “SDL

AND THE SOCIAL

INTELLIGENTS”.

On average, “SDL AND THE SOCIAL INTELLIGENTS” have been mentioned 408 times per day, peaking on January 16th with 1,471 mentions.

Year-to-date, there have been a total of 18,800 online mentions of “SDL AND THE SOCIAL INTELLIGENTS”.

Interpreting demand through social volumes

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25%

23%

52%

Types of Conversations

Live shows

New albums

Old content In the last two months…

• 2733 posts mentioned live

shows

• 2483 mentioned new albums

Key Themes Touring is driving the most positive buzz: People are excited about seeing SDL and The

Social Intelligents live. The days with the highest social buzz were the days that there

performances in The Big Day Out and The Download festival were announced. In these

conversations, many fans said they were more excited to see SDL and The Social Intelligents

than the other popular bands playing including Black Sabbath, Tenacious D, Anthrax, and

Metallica.

High engagement around the new album: There is a lot of social buzz around the recording

and release of their new CD. Fans are constantly asking for updates on the progress of the CD

and are making predictions about the “sound” of the CD.

“Deep Dive Data” constantly shared via social channels: SDL and The Social Intelligents’s

post-reunion single (Deep Dive Data) was received VERY well in the social media realm and

people are still talking positively about it and sharing it over social media, even though it was

released more than a year ago. The release of this song also got younger audiences interested in

SDL and The Social Intelligents, prompting them to listen to their whole discography.

Where the band should tour

Year-to-date, roughly 72% of all online

mentions of “SDL AND THE SOCIAL

INTELLIGENTS” happened in the United States.

Spain (5%), Australia (4%) and the UK (4%) accounted for the largest volumes of online conversation in foreign countries.

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Key Themes

Touring to drive adoption: The touring and festival appearances are driving new

adoption of the band and driving sales of their music.

Reaching new audiences through festivals: People that went to these large festivals

to see other bands, really enjoyed seeing SDL and The Social Intelligents live, so they

bought or downloaded their CDs and became a fan after the show. Others said that they

would be listening to the whole discography of the band before the concert, so they could

better appreciate the band live. By appearing in these festivals, they are reaching out to

people that wouldn’t have gone to see them if they were touring solo and creating a new,

diverse fan base.

Why and how the band should tour

Asking the right questions is key to actionable insights Why we expanded our search to competitive bands to make the findings more actionable

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Best Practice 1: Blink 182 Giving Fans a Behind the Scenes View

AMA on Reddit:Mark Hoppus led a live AMA (Ask me Anything) on Reddit on February 6th, in which ANYONE could come and ask him a question about his life, Blink 182, the reunion, the upcoming CD, etc. In just a few hours he received 100’s of questions and comments! Not only did it gain him goodwill with his fans, but it created a lot of social media buzz. On Feb. 6th, mentions of Blink 182 more than quadrupled.

The Blinkumentary:The band is creating a documentary about their reunion and the making of their comeback CD and tour. They are only advertising it on YouTube (via online trailers and ads) and through social media. The documentary has created a lot of social buzz – approx. 200 mentions of the documentary in two months.

There were over 200 mentions

of the documentary in a two month period

Volumes more than quadrupled the day of

Mark’s AMA

Best Practice 2: Foo Fighters Using the Power of Nostalgia

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“Wasting Light” Recorded in a Garage The Foo Fighters wanted to go back to their roots and create “ real”

rock music again – so they recorded their newest album, Wasting Light, in a garage with minimal recording equipment.

Dave Grohl wanted to show the world you could make great music without fancy equipment, sound mixing, and auto tune – and he did. The album won five Grammys.

Many fans (and even non-fans) applauded them for creating such a popular album, with so little. After this album, many fans consider them one of (if not the only) real rock bands left today.

Social buzz increased exponentially after the

Grammy win and centered mostly

around Dave’s “back to roots” acceptance

speech

Best Practice 3: Smashing Pumpkins Leveraging Social Media

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Constant Social Media Use:The Smashing Pumpkins and front man Billy Corgan, uses social media in unique ways to engage way and entertain their fans. Recently they released a sarcastic band Christmas photo over their Facebook page and Billy Corgan hosted a question and answer session for their fans on Twitter. They also tweet live pictures from their shows, their recording sessions, their travel bus, etc.

Fighting the Man: Their new CD has 44 tracks and is going to be released one track at a time (for free) online.

• This has created a ton of buzz on social media sites and on mainstream media sites.

• Fans are excited because they think Smashing Pumpkins understands them and the way they listen to music – everyone downloads for free anyway, so they think its about time a band recognizes this and embraces it.

• By releasing 44 songs, one at a time, they are keeping themselves relevant and at the top of mind for the entirety of the release of the songs.

Highest social buzz surrounded Billy’s live

Twitter Q&A

There were over 1136 mentions of the album

in a two month period

Buzz increased the day Billy had an interview about Oceania – an

“album within an album”

Demonstrating high ROI Through detailed and actionable insights and recommendations

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Research Question One: SDL and The Social Intelligents Themes

What do people think about SDL and The Social Intelligents and how can SDL and The Social Intelligents play on these themes in their advertising

and outreach?

SDL and The Social Intelligents appeals to a multi-generational audience – it is one of the few bands parents and children can enjoy together. This means that SDL and The Social Intelligents’s music and the themes they write about transcend time and can attract a younger audience in today’s market.

SDL and The Social Intelligents is the quintessential 90s rock band and their music brings their fans back to that time in their life. Fans associate SDL and The Social Intelligents's songs with the memories in their lives and that can be very powerful in marketing communications.

Many older fans consider reunited bands, especially SDL and The Social Intelligents, the only “real” rock musicians left. They want music that is authentic, minimally processed, and that contains real instrumental talent – not gimmicks.

NostalgicMulti-Generational

Insig

ht

Recom

men

dati

on

• SDL and The Social Intelligents should continue to play festivals, where they can introduce themselves to younger generations with similar music tastes.

• New bands are constantly compared to SDL and The Social Intelligents. SDL and The Social Intelligents should offer these bands opening act positions on their tour to reach similar audiences and get exposure.

• SDL and The Social Intelligents should release a new album that is reminiscent of their older music and doesn’t stray too far from their original fan base.

• They should release the first song online and create a social, viral campaign around it , to create buzz before the sale of the actual album.

• Follow The Foo Fighters example and get back to your “rock” roots, by recording the new album with minimal equipment.

• Highlight the musical talent of the band members in social media

“Real Rock”

Research Question Two: There is Demand

Is there enough interest in a SDL and The Social Intelligents tour or a new SDL and The Social Intelligents CD, to justify the expenditure. Is the band’s fan base large

enough and loyal enough to actually support a tour and new CD sales? 

Touring and live performances have increased adoption of the band and has driven demand for new music. Many posters in the social media realm specifically asked when the band would release a new CD, especially after the release of ‘Deep Dive Data’ and the ‘Deep Dive Data’ video.

There is a huge demand for live performances of SDL and The Social Intelligents. When it was announced that they would be playing major festivals, social buzz rose dramatically.

Many posters said that the band they were most excited to see at these festivals was SDL and The Social Intelligents and that they would be willing to pay the high price for the tickets JUST to see them.

Tour – Yes!New Album –

Yes!

Insig

ht

Recom

men

dati

on

SDL and The Social Intelligents should release a

new album that is reminiscent of their older music and doesn’t stray too far from their original fan base.

They should release the first song online and create a social, viral campaign around it , to create buzz before the sale of the actual album.

Many of their festival dates they have played are abroad, but there is a huge demand for their live performances in the US. They should hold a US reunion tour, concentrating on smaller, intimate venues.

By playing in smaller venues, they will have a chance to engage on a deeper level with their fans, as Blink 182 did through their documentary and Smashing Pumpkins did through its live Q&A.

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Our Approach

The Outcomes

Leveraging Social Data

The Need

Leverage social media and messaging to understand:• The social volumes and sentiment

surrounding each band• Best in class social media analysis• SDL and The Social Intelligents theme

analysis

• Create messaging and social media engagement strategies that play on the key themes associated with SDL and The Social Intelligents

• Understand how 3 competitive bands use social media and determine the “best in class” social media practices for comeback bands.

“How do we take a 90s band and make them relevant in the social media era?”

1) Nostalgia is a major factor in “comeback” band adoption. Bands that played on this nostalgia in their music and their online messaging, were successful

2) Fans look to social media to get a “behind the scenes” peek at the band. SDL and The Social Intelligents should post exclusive videos/photos, conduct live Q&A sessions, and consider doing a comeback documentary

VS.

√Leverage Nostalgia

√Give fans a peek

behind the scenes

√

Constant fan page interaction

SDL Proprietary and Confidential

Glorious Sunrise or False Dawn? What PCS tells us about The Sun on Sunday

Customer commitment

Desired behaviors

/perceptionsBusiness goals

Ensuring a fair exchange

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Driving measurement from your business goals

Shops Shares

Advocates

Your ideal customer is one who…..

Driving measurement from your business goals

Customer Commitment

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CommitExploreUnderstand

•Each index is derived from scoring conversations based on their value into the commitment journey we’re trying to understand

Deriving meaningful scores using social data

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The commitment journey:

The components of each score

Commitment score is a composite of:

1. Where in the journey the conversation sits

2. The level of influence of the conversation

3. Weighted sentiment of the conversation

A real life example – driving ROI using structured social data

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Sunrise or false dawn? The PCS story of the Sunday Sun

Source: Daily Mail

PCS

From the end of an era ….

... to the start of a new Sunday Newspaper

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April 11

May 11

June 11

July 11

Aug 11

Sep 11

Oct 11

Nov 11

Dec 11

Jan 12

Feb 16th

Feb 17th

Feb 18th

Feb 19th

Feb 20th

Feb 21th

Feb 22th

Feb 23rd

Feb 24th

Feb 25th

Feb 26th

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A New Dawn for News International

Press widely report that ‘SunOnSunday.co.uk’ domain has been registered by someone at NewsCorp

July 7th

Rupert Murdoch arrives in London to address the Sun staff and announces his commitment to launch the Sun on Sunday

Feb 16th

The Sun officially launches and positions it Sunday offering

An estimated advertising budget of £3-7 m is committed to support the launch at outdoor sites and on TV and the launch begins in earnest

Feb 17th Feb 18th

The Sunday Sun hits the UK newsstands

Feb 25th

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April 11

May 11

June 11

July 11

Aug 11

Sep 11

Oct 11

Nov 11

Dec 11

Jan 12

Feb 16th

Feb 17th

Feb 18th

Feb 19th

Feb 20th

Feb 21th

Feb 22th

Feb 23rd

Feb 24th

Feb 25th

Feb 26th

0

2000

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16000

And if you believe everything you read in the papers…

The Sunday Sun hits the UK newsstands:

3.5 million copies sold

Feb 25th

Key facts:

• It sold out • It is the 2nd highest circulation of any

British Sunday paper in the past 8 years – a record previously held by the News of the World

• People switched from the Sunday Mirror and the Sunday People

• It has sparked a price war already• It is being attributed with bring £10m

new advertising revenue into the market as a new Sunday circulation war commences

Mr Murdoch is happy

What the PCS tells us is really going on

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The launch PCS story

PCSVolume of

conversationsPCS Monthly PCS and Volume Daily PCS & Volume

La

un

ch

Dis

clo

su

re

PCS lower after formal launch than during speculative phase

Heavy weight launch Ad spend not driving commitment - only trial at this stage (80% of conversations are in the Research / Assess category)

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What next for the Sun on Sunday?

Muted content, treading carefully

Sins of the past

Negativity around brand

‘Murdoch’

Lack of sustained

commitment?

0

50

100

150

200

0

2000

4000

6000

8000

10000

12000

14000

16000Total Volume

?

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What does it mean for Mr Murdoch?

PCS Ave CirculationMonthly PCS

La

un

ch Is

su

e 2

Dis

clo

su

re

lost of £ revenue

1st week-£96,027

1st Qtr -£581,768

1s

t Qu

arte

r

Drop in PCS = 38 pts1% drop in PCS = £15k

Focusing on moving behavioural indicators is what delivers ROI on all marketing not just social

Thanks for listening and do you have any Questions?

Follow: @SDLjames @LizzHighUK @SDLsocialEmail: Jainsworth@sdl.com Lhigh@sdl.comWebsite: www.SDL.com/si Phone: 0117 970 3200

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This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or

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