Social Net Advocacy Plus (SNAP):Using real-time brand advocacyanalytics to drive business

MUNISH GUPTADELL

SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

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Social Net Advocacy Pulse (SNAP) Using real-time brand advocacy analytics to drive business

Munish Gupta Director of Social Media

Twitter - @guptamun

August 2006 Blog outreach expanded beyond tech Support

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

December 2006 Ratings and reviews launched on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

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

bloggers with tech support issues?

February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joins Twitter Sells millions in the first year

October 2007 Community VIP program launched Dell launches recognition program for our most active community members, with private groups and escalated access.

June 2006 Dell TechCenter launched

March 2010 Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011

March 2012 Dell and Red Cross launch Digital Operations Center Dell solutions provide the Red Cross with innovative ways to help Americans impacted by disaster

August 2010 Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

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

December 2010 Social Media Listening Command Center launched

More than seven years of social media experience

2013 2012

June 2007 EmployeeStorm launched IdeaStorm for employees

August 2009 Swarm Canada launches Group buying program goes live, throughout Canace

May 2009 Swarm launches Group buying program goes live, in Singapore

Feb 2009 Social Innovation Competition Built on IdeaStorm rewarding global social innovation

July 2011 Michael Dell joins Google+ Jumps to #50 in followers, holds first Dell Hangout

July 2010 Michael Dell on Dell Chatter Rolls it out company-wide

July 2011 Dell launches global G+ site

Feb 2012 Dell joins Pinterest

October 2012 Dell launches Subject Matter Expert social program

January 2013 Dell Launches Social Net Advocacy Real time social sentiment tool

December 2012 Dell launches Social Media Services Group

January 2011 Think Tank program launched

October 2011 Dell launches phase two of VIP program Brings enhanced advocacy relationship to our most passionate community members

October 2009 Dell joins Renren

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Motivation

• Majority of social media posts classified as neutral

Poor Sentiment Accuracy

• No actionable insights No Contextual

Information

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

Too many metrics

• How to integrate social? Ease of Use

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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 levelSentence Topic Sentiment Intensity

NA Dell Neutral NA

separates into 3 distinct clauses

and assigns sentiment by

topic/context for each clause. Actual Social Media Example Post from Blogspot.com

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”

Actual post

Actual sentiment/topic assignment…

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Every Social Conversation affects the Advocacy of your Brand

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Conversations

Brand Advocacy

Interaction/ Experience

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Introducing SNA…..

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Social NET Advocacy

(Positive – Negative)

Indicator of purchase intent

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….and SNAP – Social Net Advocacy Pulse

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• Provides a single aggregated metric - SNA for easy monitoring and tracking

Aggregated Metric

• Gives the ability to drill-down for various aspect of the business in order to uncover positive and problem areas

Drill-down and actionable

insights

• Enables conversations of interest to be sliced/diced by categories and delivered to different business managers

Targeted Listening

Aggregate Enrich Collate Deliver

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SNAP: How does it work?

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SNAP provides value across all areas of business – full customer lifecycle

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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

Case Studies

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Using SNAP to deep-dive into Support issues

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Using SNAP to Optimize Pricing/Promo Strategy

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Using SNAP as Real-time NPS® and a leading indicator

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Q1 Q2 Q3 Q4

NPS SNA

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Q1 Q2 Q3NPS SNA

After

Lag

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Using SNAP for SEO/SEM Identified 27 new keywords – improved impressions by 27.5%

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SNAP for CMOs

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Thank You

Munish Gupta Director of Social Media

Twitter - @guptamun

Backup - Screenshots

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Dashboard shows the SNA metric and customizable daily/weekly/monthly trending chart

Dell SNA for Nov

Detailed Post metrics

Weekly SNA and Post

Trend

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Topics Tab: Provides SNA by different Topic groups – Products, Components, Customer Journey - in a sortable list

Allows you to drill down into a specific product/topic

Displaying SNA for all Product

Categories

Drill down a specific product

SNA dropped by 16 pts in last

week of Nov 19

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Drill in to topics to understand change in SNA for any time period (week to week)

Topics – Related tab provides which topics are contributing to the change

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Allows you to drill down in to actuals posts which are contributing to drop in SNA

Customers unhappy

about price for specific

config of XPS 13 with

ubuntu

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SNA jumped right back after price correction

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