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Transcript of 20101116 isum10-science of-listening
Copyright © 2010 SAS Institute Inc. All rights reserved.
How The Science of Listening Delivers ROI2010 Internet SummitNovember 18, 2010 / 12:10 – 1:20
John BastoneGlobal Product Marketing
CRM & Social Media AnalyticsSAS Institute
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Copyright © 2010, SAS Institute Inc. All rights reserved.
About Me John Bastone
SAS Global Product Marketing, Social and Customer Intelligence
13 years direct marketing experience
My Contact Channels Digital
» @johnbastone (personalize the note)
» linkedin/in/johnbastone (ditto)
» [email protected] (good luck)
“Old-School”» Say “Hello”
@johnbastone #isum10
Copyright © 2010 SAS Institute Inc. All rights reserved.
Private
>10,00098%>45,000Core Biz
33$2 Bn20%
Since 1976
Employees worldwide
Global 2000 companies
use SAS
Sites deployed globally
“Business Analytics”
Annual revenue invested in R&D
year-on-year
Revenue Consecutive Years Revenue
Growth
owner
@johnbastone #isum10
About SAS
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Agenda
State of Social Marketing
Science of Listening Capture critical sources across social media sites Content understanding through the power of text analytics Capitalizing on insights to better insert your business into the
conversation
Parting thoughts
Today’s Agenda
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
The Influence of Social Media on the Consumer Buying Process is Stronger than Ever
Social Media is
Impacting Your Brand
Sources: 10th annual Edelman Global Corporate Trust Research, 2009, Bill Jensen, Forrester, Nielsen
• 1.5B people online and 600MM+ using social media monthly around globe.
• Consumers relying on social media and connections to shape buying decisions.
• Public evaluation of brands is impacting business health.
• The real brand sentiment is “out there” in blogs and commentary and that data is doubling every 18 months.
• And the answers and implications of that for your business are in the data…
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Social Media Benefits
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
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What have the three primary benefits that use of social media has brought to your organization?
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Social Media Analytics Challenges
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Which of the following are the three most pressing challenges that your organization currently faces (or anticipate you’ll face) with regard to social media?
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Social Media Effectiveness
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How effectively do you feel your organization is currently using social media (scale of 1 to 10)?
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Agenda
State of Social Marketing
Science of Listening Capture critical sources across social media sites Content understanding through the power of text analytics Capitalizing on insights to better insert your business into the
conversation
Parting thoughts
Today’s Agenda
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capture
The Where
The How
The Why
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capture: “Where”
Social Networks
Business Networking
Video
Pictures
Blogs/Conversations
Discussion Boards/Forums
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capture: “How”
Reactive• Google Alerts• Ad Hoc Staffing• Crisis
Proactive• Aggregators• APIs• Crawlers
Strategic• Online/Offline
Integration• Investment in Social
Media Analytics• Enterprise View
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capture: “How” Strategic Framework
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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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capture: “Why”
Align our messaging with the ways customers speak, think, and spend time
Capitalize on positive press / mitigate the negative effects of mass misconceptions
Listen to and engage with customers in a whole new channel
Identify websites or events where an ad or promotion might be favorably received
Better understand the perceived position of our products and services versus the competition
Discover unmet needs and identify product features that consumers love – or hate
@johnbastone #isum10
Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010
Job Level: 50% Executive, 29% Management, 21% All OtherRegion: 54% North America; 23% EMEA; 19% Asia
Date Surveyed: July 2010 / Respondents: 2100
Which areas are responsible for the development of your social media strategy?
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Agenda
State of Social Marketing
Science of Listening Capture critical sources across social media sites Content understanding through the power of text analytics Capitalizing on insights to better insert your business into the
conversation
Parting thoughts
Today’s Agenda
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content
Categorization Brands, Topics & Taxonomies
Analytics Clustering, Phrase Clouds & Sentiment
Consumption Reports, Dashboards & Alerts
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Categorization (Brand/Topics/Taxonomy)
Apple
Corporate Reputation
Financial Outlook
Customer Service Products
iPhone
Portability Battery Life Cost Performance Reception
“Dropped Calls” “AT&T” “No Service” “Page Load”
Ipad Ipod Touch Apple TV
Food Taxonomy
Social Media Analytics Taxonomy
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Analytics (Clustering)
Clustering 101 Look for all documents containing dialog around “reception” Look for other “topics” that who a high correlation with that topic
» Adjust taxonomy to include these other topics
» Rinse and repeat
iPhone
Portability Battery Life Cost Performance Reception
“Dropped Calls” “AT&T” “No Service” “Page Load”
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Analytics (Phrase Clouds)
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Analytics (Sentiment)
• Correlates Adjectives to Topics of interest
• Determines Tone
• Maps tone to taxonomy
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Consumption (Reports)
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Content: Consumption (Dashboards)
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Content: Consumption (Alerts)
Positive sentiment for blogs down YOY
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Agenda
State of Social Marketing
Science of Listening Capture critical sources across social media sites Content understanding through the power of text analytics Capitalizing on insights to better insert your business into the
conversation
Parting thoughts
Today’s Agenda
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capitalizing
Social Network Analysis
Influence
Customer Service
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capitalizing: Social Network Analysis
Maps relationships between people
Requires access to connection information
Telco and social media properties
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capitalizing: Influence
Factors can include: Followers Retweets Mentions Relevance Sentiment
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capitalizing: Influence (Influence vs. Followers)
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Capitalizing: Influence (Influential Authors)
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Capitalizing: Customer Service
Social as call center channel
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Capitalizing: Customer ServiceTrack and Respond in Real Time
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Agenda
State of Social Marketing
Science of Listening Capture critical sources across social media sites Content understanding through the power of text analytics Capitalizing on insights to better insert your business into the
conversation
Parting thoughts
Today’s Agenda
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Case Study On ROI Organic Ad Agency
Consumers engaged in digital touch points 2x likely to test drive
Modeled social media traffic in a campaign as a predictor of campaign success
Can now leverage social media chatter as early projection of success or failure of campaign
» Jeep campaign changed mid-stream to show website address longer,
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Other Ways to Demonstrate ROI Efficiency gains - # hours saved from having to manually (a) look at social
media at the their source and/or (b) sift through noise of an existing SMA tool
More effectiveness marketing - being able to monitor and make adjustments to marketing messages / campaigns based on mid-stream monitoring E.g. identify key phrases that consumers are buzzing about E.g. see sentiment regarding a campaign or feedback regarding the
creative / message on a microsite
Improved marketing effectiveness by harnessing advocates to deliver your messages
Improved customer satisfaction (1:1) + customer satisfaction through perceived “response” on social channels (“they responded to my tweet!! Wow!”)
Decreased risk to viral exposure by identifying influencers / threats + monitoring implicit issues facing consumers (or issues that are perceived to be negative)
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Parting Thoughts
Listen Lots of good solutions Follow the sites Pay when you know about 70% of what you need
Learn Start to organize your listening around areas of your business Don’t go it alone
Engage Get out there!
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Additional Information
• sas.com/sma• @johnbastone• linkedin.com/in/johnbastone• Say “Hello”
@johnbastone #isum10
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Copyright © 2010, SAS Institute Inc. All rights reserved.
Questions?
@johnbastone #isum10