The Impact of Social Analytics Across the Enterprise

The Impact of Social Analy3cs Across the Enterprise Alice Goldstein Senior Manager, Product Marke3ng

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Meet Today’s Presenter

Alice Goldstein, Senior Manager, Product Marke=ng, A>ensity • Responsible for corporate insight solu=ons • Adjunct Instructor at UCSC Silicon Valley: Leveraging Social Media Partners


Overview

»  Cure social fatigue »  The Listen First approach »  Transform social media into a research platform and focus group »  Ask and answer any questions within social media »  Real-time NLP: Real Time Market Research succeeds with visibility into the ‘unknowns’ in

the data »  Disseminating insights across the enterprise, to every department »  360-degree insight into your “custom environment” affects bottom line revenue generation


Current Challenges for Enterprise

»  Social Initiative Shift: From basic buzz monitoring to discovering mission critical insights to evaluate options and plan implementation strategies

»  Timing: Movement from monthly/quarterly reporting to real-time business action, based on real-time data

»  Discovery: Across various aspects of business

»  Living in a Digital World: Requires new approach to analytics:

–  Digital = social

–  Real-time marketing research

–  Detect Emerging Trends and Drivers = Monitor Opportunities, Share Insights and Take Action


Content & Social Analy=cs Market

GROWING FORCES

Informa3on Category Popularity

Visibility

Trend Forecas3ng

Breadth

What’s Next? Enterprises who have had listening programs now want to move to the next phase (real-‐=me social analy=cs) and are asking:

•  Where are the conversa=ons taking place?

•  What do they want to do about it? •  How much do they want to get involved? •  Do they want to hear certain

conversa=ons? •  Do they want to publish content to help

with conversa=ons and make them more accurate?

•  Can we surface similar trends on different feedback channels to prove a business case internally?


Catering to Customers in a World of Social Media

Social media provides an excellent source of up-to-date, relevant information.

Enterprises Want

Make proac=ve, strategic decisions for long-‐term growth

Access to relevant data from social media

Speed

To be alerted to opportunity and risk factors

Easily find new intelligence


Buzz Metrics Have Li>le Strategic Value

»  Basic basic buzz metric monitoring lacks insight into the customer and how well the department or company is doing

»  Is social fatigue happening from your current listening tool? –  Difficulty building queries –  Manually weeding through useless data –  Lack of intelligent analytics –  Poor monitoring –  Unreliable sentiment –  Limited to only certain use cases –  Time consuming to surface meaningful insights –  No actionable insight


Understanding the 360-‐Degree View of the Customer

Real-‐Time NLP

Complete picture of customer & business

environment

Priori=ze/ Define

Know where insights are being discussed

Discover

Stay informed and uncover unknowns

The three pillars of solving the “We don’t know what we don’t know” conundrum


Increase Impact Through Social Insights

Months

Likes

Months Likes

Deep Social Insights Basic Monitoring


Change the Mindset of Using Social Insights

Find out-‐of-‐the-‐box topic crea=on




Expand company profile




Find new discovery technology

Expand company profile


How Social is Transcending Data Across the Enterprise

Social insights provide a higher degree of control over successful vs. lackluster product launches

WHY? They allow you to monitor and discover primary, secondary, tertiary conversations related to the product on social media and understand who is attracting more buyer interest and why

Marke=ng



Marke=ng

Product Management





Marke=ng

Product Management

Compe==on




Corporate Insights are Driving Business Decisions

»  Increase revenue, generate brand awareness and make sure campaigns resonate with the customer »  Discover and monitor the competition related to the product, services and brand »  Gain insights on competitor strengths, weaknesses, opportunities and threats

PR/Marke=ng/SM

Uses:



Customer Support

PR/Marke=ng/SM

Uses:




Execu=ve Team


Customer Support

PR/Marke=ng/SM

Uses:


Summary

»  Using analytic insights provides the 360-degree view of the customer, providing the necessary information to better define and improve campaigns, product, strategy and more…

Reduce Social Fa3gue

Use Social Media as a Research PlaNorm

Find Details in Real-‐Time

Obtain Enterprise-‐Wide Informa3on to Work as a Team

Across Departments


Ques=ons


Thank you

www.attensity.com

The Impact of Social Analytics Across the Enterprise

Education

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