The Impact of Social Analytics Across the Enterprise

The Impact of Social Analytics Across the Enterprise

October 23, 2014

All Rights Reserved.

Meet Today’s Presenter

Alice GoldsteinSenior Manager, Product Marketing@attensity

• Social Media Instructor at UCSC Extension• Product Launches & Market Research


Webinar Agenda

» 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: Market research succeeds with visibility into the “unknowns” in the data» Disseminating insights across the enterprise» 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 Analytics Market

GROWING FORCES

Information Category

Popularity

Visibility

Trend Forecasting

Breadth

What’s Next?Enterprises who have had listening programs now want to move to the next phase (real-time social analytics) and are asking:

• Where are the conversations taking place?

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

conversations? • Do they want to publish content to help

with conversations 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

Proactive, strategic decisions for long-term growth

Access to relevant data from social media

Speed

To be alerted to opportunity and risk factors

To easily find new intelligence


Buzz Metrics Have Little Strategic Value

» Basic buzz metric monitoring lacks customer insights and department/company progress

» Is your current listening tool causing “Social Fatigue”?– Difficulty building queries– Manually weeding through useless data– Lack of intelligent analytics– Poor monitoring– Unreliable sentiment– Limited to certain use cases– Time consuming to surface meaningful insights– No actionable insight


360-degree View of the Customer

Real-time NLP

Complete picture of customer and

business environment

Prioritize/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 Business Impact Through Social Insights

Months

Likes

Months

Likes

Deep Social InsightsBasic Monitoring

Mentions

Terms of Interest

Sentiment

Volatility

Influencers

Location

Sources

Themes

Gender


Customize Your Social Insights

Find out-of-the-box topic creation




Expand company profile




Find new discovery technology

Expand company profile


How Social Analytics Transcend 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, and tertiary conversations related to the product on social media and assess who is attracting more buyer interest and why.

Marketing



Marketing

Product Management

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

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



Marketing

Product Management

Competition


Corporate Insights are Driving Business Decisions

» Increase revenue, generate brand awareness, and ensure 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/Marketing/SM

Uses:



Customer Support

PR/Marketing/SM

Uses:



Executive Team

Customer Support

PR/Marketing/SM

Uses:


In Summary

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

Reduce Social

Fatigue

Use Social Media as a Research Platform

Find Details in Real Time

Obtain Enterprise-

Wide Information


Questions


Thank you!

www.attensity.com

http://www.attensity.com/

The Impact of Social Analytics Across the Enterprise

Marketing

Transcript of The Impact of Social Analytics Across the Enterprise