The Business Value of Social Media Monitoring by @DrNatalie Petouhoff
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Transcript of The Business Value of Social Media Monitoring by @DrNatalie Petouhoff
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by@DrNatalie Petouhoff
Lecturer, Anderson School of Business – UCLABusiness Strategist & Consultant
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Value Of Sentiment
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A frame of reference…A path to analyze…
A process to create a structure in an unstructured world…
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The Acceleration of
Social Media Success
Step 1: Monitor & Listeninguses social media monitoring to listen to customer conversations and uses it to make business decisions.
Step 4: Creating Engaging Content
Step 3: Finding Your Audience
Step 5: Designing Interactions
Step 6: Gaining Organizational Alignment.
Using social media monitoring to understand their audience and use that data to make decisions about constructing the rest of their social media program
Using social media monitoring, audience analysis, create content that will engage target audiences.
Using social media monitoring, listening, audience and content analysis, develop interaction strategies and plans for all function departments- individually and to work together synergistically.
Using all previous steps, decide how the company will interface with each other and the customer in a socially dominate world.
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 2: MeasurementSet-up business goals, measurement, metrics, benchmarks to use in models to measure progress & ROI.
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• How well does the brand know their target audiences?
• What’s the benchmark for sentiment and share of voice compared to competitors?
• What is the company doing well?
• What would be better if?
Social Business Strategy
Step 1: Monitor & Listen
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Monitor & Listen
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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The more things change, the more they stay the same
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Go back in time…People were predicting this…
There would beA place in time
Where the customer would in charge of the message …
And there would be an enabling technology
We are here now…
This is your opportunity…
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"Long- term commitment to new learn ing and new
phi losophy is requi red of any management that
seeks t ransformat ion .
The t imid and the fa in thear ted are doomed to
d isappointment .“
- - W. EDWARDS DEMING
Go back further…Many scholars had advocated to listen to customers, employees,
partners..
As an engineer I…
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The Boyd Affect
Meet John Boyd (military strategist)
Colonel and Fighter PilotHis theories highly
influential in the: Military Sports and Business.
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The Boyd Affect
He is known for: Decision Cycle Conceptual Spiral
How does this apply to
business?
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Boyd created the OODA Loop
It’s how we generate the new actions & ideas we need
to thrive and grow in an uncertain and competitive world.
Note to self: Sounds like something we could
use to deal with the changes social media is bringing to
companies
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The Boyd Loop: OODA
Observe: the collection of data Make use of the best sensors and other intelligence
available
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The Boyd Loop: OODA
Observe: the collection of data Make use of the best sensors and other intelligence
availableOrient: analysis and synthesis of data
Put the new observations into a context with the old
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The Boyd Loop: OODA
Observe: the collection of data Make use of the best sensors and other intelligence
availableOrient: analysis and synthesis of data
Put the new observations into a context with the oldDecide: determination of a course of action
Select the “next action” based on combined observation and local knowledge
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The Boyd Loop: OODA
Observe: the collection of data Make use of the best sensors and other intelligence
availableOrient: analysis and synthesis of data
Put the new observations into a context with the oldDecide: determination of a course of action
Select the “next action” based on combined observation and local knowledge
Act: acting on those decisions Carry out the selected action, ideally— while the
competitor is still observing your last action
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How fast does your company OODA?
Do you have systems to monitor/measure:
What customers know, think & feel?
What employees know, think & feel?
Do you take that information and integrate it into your company?
Sounds like what Deming said to do!
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Collect Alert Use Improve TellFeedback Staff Insight Customers
Most Companies Don’t Listen or Integrate Feedback
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Now consider two companies…
United Airlines (United Breaks Guitars Zappos
Company 1
How fast do you OODA compared to your competitors?
Company 2
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If Company 1 OODAs faster than Company 2
Company 1You’ll have a decided time
advantage over their competitor
Company 2
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Are You On Track?
In military operations, OODA takes place in seconds
In corporations, its much slower if at all Strategy is rigidly followed till next years’
planning cycle It’s critical to
validate we’re on track
Or correct things
Especially in the Age of Social
Business
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It not jus about OODAing OnceIt’s the OODA LOOP:
The results of your actions become the observations to re-orient
you to make your next decision
Repeated OODA = Success
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• How well does the brand know their target audiences?
• What’s the benchmark for sentiment and share of voice compared to competitors?
• What is the company doing well?
• What would be better if?
Social Media Monitoring Is A Way to OODA
Step 1: Monitor & Listen
Step 2: Measurement
Step 3: Audience
Level 4: Content
Step 5: Interaction
Level 6: Organizational Alignment
Step 1: Monitor & Listen
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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What happens to brands that don’t…. – That don’t do social media monitoring to understand their
audiences?
– Understand what the customer is saying in social networks?
– That don’t collaborate cross functionally on social media?
– That don’t adopt social media?
22Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Your brand: Fractured
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It’s not that uncommon that a company looses it’s way…
September 23, 2010 • Blockbuster Video went into bankruptcy• Why? • Competition by companies like Netflix• But what happens if a company like Netflix doesn’t
understand social media? 23Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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What could have helped Netflix?
Social Media MonitoringThe brand’s sentiment
&Using it to OODA
24Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Sentiment towards Blockbuster*
33% +36% -
*Social Media Monitoring Data from Sysomos
Blockbuster 2010How to use social media monitoring to understand
social media conversations
25Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Sentiment towards Blockbuster*
33% +36% -
*Social Media Monitoring Data from Sysomos
Blockbuster 2010- social media conversations
Key customer issue: Late fees
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Sentiment towards Blockbuster*
33% +36% -
*Social Media Monitoring Data from Sysomos
Blockbuster 2010- social media conversations
Key customer issue: Late fees
If Blockbuster was listening,
they would have had strategic business data
to make business decisions
27Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Blockbuster Demise & Netflix Rise 2010
But Blockbuster did not listen or
change course and
had to file bankruptcy
*Social Media Monitoring Data from Sysomos28
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Customer Sentiment For Blockbuster’s Bankruptcy, Sept 2010
*Social Media Monitoring Data from Sysomos
Negative customer conversations in social media
29Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Flash Forward to July 12, 2011Was Netflix listening?
*Social Media Monitoring Data from Sysomos
Click on the graph to see what the spike was about &
gain insight into what’s being said in social media
30Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Flash Forward to July 12, 2011Was Netflix listening?
*Social Media Monitoring Data from Sysomos
CEO’s Facebook
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Flash Forward to July 12, 2011Was Netflix listening?
*Social Media Monitoring Data from Sysomos
CEO’s Facebook
81,789 Comments
1,429 Positive
32Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
80,360 Negative
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Flash Forward to July 12, 2011Was Netflix listening?
*Social Media Monitoring Data from Sysomos
CEO’s Facebook
wordcloud
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Flash Forward to July 12, 2011Was Netflix listening?
*Social Media Monitoring Data from Sysomos
CEO’s Facebook
Related words:• Increase• Angered• Cancelled• Drop• Greedy• Redbox
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An Example of Not Hearing…
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An Example of Not Hearing…
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An Example of Not Hearing…
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What happens when
you don’t listen or hear what the
sentiment is &
you act without considering what
customers think, feel and know38
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Despite the negative comments from July 12, 2011
Sept 19th, 2011
Netflix sent out a notice on the price hike…
and the results were…
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Press CoverageQwikster (Netflix’s new offering) Sept 19th, 2011
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But it was Negative Press Coverage
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Qwikster (Netflix’s new offering) Sept 19th, 2011
wordcloud
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Netflix did not even check the twitter handle-- @Qwikster
Example tweet from @Qwikster
Information about the twitter handle @Qwikster
This is NOT “on brand”43Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Qwikster (Netflix’s new offering) Sept 19th, 2011
Three top words in the Buzz Graph?
• Reed• Hastings• Apologize
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49Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
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Blockbuster was listening & hearing!
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DOES SOCIAL MEDIA Sentiment MATTER?
51
Netflix: LOST 800,000CUSTOMERS
Could your business withstand that?
Would your business want to?
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Where’s your company on the social media adoption curve?
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Some companies don’t see social media as the key to:
• Innovation• Change• Retaining customers• Acquiring new customers• Gaining a competitive advantage…
It’s the NEW Reality Check for:• PR Brand Promises• Marketing Messages• Sale Promises• Engineering, Manufacturing Delivery…• Customer Service / Customer
Retention
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Did they • Observe?• Orient?• Decide?• Act?
In ways that forwarded their business?
They did the opposite-Lost customers
Cost the company in customer service calls
Where did NetFlix Miss fire in OODAing?
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What is it gonna take for change to happen?
What’s it gonna take for…
The whole industry to understand how important social media is?
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Are You An OODA Leader? Your job as a leader is to OODA faster than your
competitors• Outmaneuver the competition• Observe the ever-changing conditions and • Decisively act in an effort to beat the competition
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Are you a OODAing Leader?
When would “now” be
a good time to be a
OODA Loop Leader?
• Leaders needs to:• Evaluate social sentiment• Have the courage to recognize when
things are off course • Know when a correction is needed
and• Then act decisively
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A decision: selection between possible actions
DECIDEDo you have the social media
data to make the right decisions?
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May be it’s a good idea to: • Listen to your customers• To know what’s being said• To use the social media data to
inform business decisions• To use social media to interact with
customers & have it result in a positive outcome?!?!?
59Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Things that make you go HMMMM…
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The Acceleration of
Social Media Success
Step 1: Monitor & Listeninguses social media monitoring to listen to customer conversations and uses it to make business decisions.
Step 4: Creating Engaging Content
Step 3: Finding Your Audience
Step 5: Designing Interactions
Step 6: Gaining Organizational Alignment.
Using social media monitoring to understand their audience and use that data to make decisions about constructing the rest of their social media program
Using social media monitoring, audience analysis, create content that will engage target audiences.
Using social media monitoring, listening, audience and content analysis, develop interaction strategies and plans for all function departments- individually and to work together synergistically.
Using all previous steps, decide how the company will interface with each other and the customer in a socially dominate world.
Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
Step 2: MeasurementSet-up business goals, measurement, metrics, benchmarks to use in models to measure progress & ROI.
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Thank you!
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