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2012 SUNZ Conference
How to survive and thrive, taking your enterprise SOCIAL
Vincent Cotte – Product Marketing SAS Twitter: @vcotte
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90% of consumers trust peer
recommendation
14% trust advertisements
Facebook tops Google for weekly traffic…
YouTube is the 2nd largest search engine
generation Y and Z consider email passe
http://www.socialnomics.net/ "Social Media Revolution" by Erik Qualman.
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Where are they?
Who are they?
How do they make
decisions?
What is compelling?
When is the best
time?
yesterdays water cooler
todays water cooler
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there’s a conversation
going on
are you part of it?
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Agenda
The opportunity in social
Where are you on your journey?
Fundamentals of social media analytics
Today’s Agenda
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Opportunity
Brand monitoring
• Sentiment analysis
• Reputation monitoring
• Competitive analysis
Service
• Citizen self service
• Support
• Research and shared knowledge
Marketing
• Improve targeting (know the customer) and influence network
• Retention/acquisition
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Closer to Home
socialmedianz.com
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Social Media Analytics Maturity Model
Degree of Intelligence
Co
mp
eti
tive
Ad
va
nta
ge
Basic
Listening self awareness – competitive
Attributed
Listening customer service –
product quality – pricing – selection
Historic
Analysis this term v
previous term
monitoring real time trends – impact
on sales and traffic – influence
network
Planning &
Engagement
Social
Scorecard return on investment – risk – brand goals
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Considerations for Today’s Social Marketers L
iste
nin
g
How can I better listen for what is relevant to my business?
• More channels
• Understanding and meaning
• Filtration
Pro
cessin
g
How can I process conversations in a way that leads to action?
• Organize
• Mining
• Communicating
Respo
ndin
g
How do I best respond to conversations?
• Relationships
• Influence
• Customer Service
• Strategy
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Listening
Key metrics to look at awareness and opportunity to see
Understand sentiment of the discussions and posts
Where are the conversations happening?
Who is doing the talking and are they Influential?
How to listen?
Reactively – Proactively - Strategically
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Listening Inside and Outside
Social Data
Customer
Service Data Customer
Emails
Internal Data
Call Center
Data
Third Party Data Customer
Satisfaction
Research Brand
Research Web
Analytics
Benefits:
Common lens
Leading indicators
Improve forecasts
Augment lifetime
customer value
Behavioral
Data
Online
Chat Surveys
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Able to understand and use what customers were saying across different channels to identify emerging issues and opportunities. SAS Social Media Analytics monitors 400 chats, 1.1M social interactions/day and triggering near real-time engagement. Benefits came in the form of less time spent on sifting through noise, more time on analysis and action, quicker response to issues and faster answers to conversations about price, selection, company and products.
Socially-deep culture seeking to turn online conversation data into a strategic asset to support high growth in online retail business
Leading US Online Retailer
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Processing
Organising
Brands, topics and taxonomies
Mining
Clustering, phrase clouds and sentiment
Communicating
Reports, dashboards and alerts
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Apple
Corporate Reputation
Financial Outlook
Customer Service
Products
iPhone
Portability Battery Life Cost Performance Reception
“Dropped Calls”
“Telecom NZ”
“No Service”
Ipad Ipod Touch Apple TV
Apple example taxonomy
Organizing Through Taxonomies
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Outbound Incoming
Work visas
In process
Timing Quality Threats
Pre application queries
Refugee
Immigration Department
example taxonomy
Organizing Through Taxonomies
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Processing
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Processing
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Processing
Sentiment and tone of the conversation
Competitive tracking provides validation for reaction
Timeline tracking
Background on context
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Needed to measure social activity across a diverse set of casino/hotel products, services, and experiences. A small team was able to filter out the noise and find the value across property names, names of personalities, restaurants, etc. The project realised some key benefits: • less time sifting through noise and more time learning • Quick response to issues related to shopping, food,
amenities, entertainment, • Increase in response rates through loyalty and real
time offers • Tracking and engagement across both online and
social channels
Boutique casino/hotel seeking to get closer to guests by melding online, social experience with on-premise experience
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Responding
Understanding the social network to prioritise by influence
Focusing on customer service
Right person for the right action
Strategic planning
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Performs deep analytics on social data looking to measure impact of online/social communications. Focussing on analysing aggressive social tactics by competition, understanding perceived strengths and weaknesses of competition, measuring social activity across a diverse set of banking products, services, and experience. Bank experienced benefits in reduced churn, improved campaign response through better insight and improved product decisions based on insightful comparisons to competitors
Leading South African bank looking to respond more quickly to customer’s needs and increasing competitive pressures online.
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References
http://www.sas.com/knowledge-exchange/customer-intelligence/tag/social-media-analytics
The Social Organization (Mark McDonald – VP@Gartner)
Information Management Blogs (James Kobielus) JAN 4, 2012
http://socialmedianz.com
http://kdpaine.blogs.com/
http://www.sas.com/software/customer-intelligence/social-media-analytics/index.html
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SAS Australia New Zealand Social Media Channels
http://www.twitter.com/sas_anz
#SUNZ2012
http://www.facebook.com/SASAustNZ
http://www.youtube.com/sasasiapacific
http://www.slideshare.net/sasasiapacific
http://www.sas.com/knowledge-exchange/
http://blogs.sas.com/content/
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social media is digital, therefore measurable
success requires technology, process and
people
Listen – Process – Respond
KYC - Competitive - Brand - Service