Way Beyond Listening: Integrating Listening Into Your Platform for ROI

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@Synthesio

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Our Speakers Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the value chain. @brianmelinat

Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts. @benlapidus

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative ways to enhance the customer experience. @kristinevick

SOCIAL INTELLIGENCEBUSINESS RESULTS

Ben LapidusSenior Sales Engineer, Synthesio @BenLapidus

NEW YORK

PARISLONDON

SINGAPORE

#1GLOBAL

LISTENING VENDOR

#1SOCIAL

INTELLIGENCE IN ONE TOOL

#1DATA COVERAGE

& QUALITY

500+ CUSTOMERS

220COUNTRIES54

LANGUAGES

SOCIAL INTELLIGENCE BUILT FOR ENTERPRISE SCALE

@Synthesio

CONSIDERING

INTENT TO PURCHASE

CONVERSION

AWARE

SYNTHESIO METRICS

STAGES OF THE MARKETING FUNNEL

ALIGNING ROI METRICS TO THE MARKETING FUNNEL

@Synthesio

ACQUISITION: ” WHAT’S THE GROWTH OF MY

COMMUNITY?”

ACTIVATION: “HOW SUCCESSFULLY AM I ENGAGING WITH MY COMMUNITY?”

AWARENESS: “HOW FAR COULD MY MESSAGE

SPREAD?”

SATISFACTION: ”HOW DOES MY AUDIENCE FEEL

ABOUT MY BRAND?”

HOW IS MY BUSINESS

PERFORMING?

ACROSS KEY METRICSTARGETED AT BUSINESS

VALUE FOR EXECUTIVE-LEVEL

REPORTS

CUSTOMER LIFECYCLE

@Synthesio

Global Marketing

Social Media Use Cases

9

Marketing

• Instant feedback on campaigns

• Improve Product messaging and offers/promos

• SEO/SEM

NPS® Diagnosis

• Issue identification and tracking

• Predicting NPS based on SNA

Customer Support

• Improve coverage• Prioritization of support

issues

Sales

• Lead Generation and Scoring

Product Development

• Primary Research• Early Warning system• New Product Ideation

M&A

• Research on potential acquisitions

• Customer reaction on upcoming acquisitions

Brian Melinat

Global Marketing

NPS Correlation

10Brian Melinat

Global Marketing

Listen to real-time voice of the customer

Anticipated a positive

reception as users had been

asking for a Linux version for

a while(via social media

and other sources)

However, social conversation

sentiment dropped (and

volume spiked) when the product

was released

People were upset with the

pricing:“Why does

Dell's Ubuntu-powered XPS 13 cost more

than its Windows

equivalent?”By: Vj_Vishalz

Media Provider:TWITTER

The decision was made to re-price

the XPS 13 at parity with the

Windows version in <24hrs

Sentiment (and sales)

rebounded as the volume of

unhappy customer feedback subsided

XPS 13 Linux version release

XPS 13 Social Media Volume and Sentiment (SNAP Score)

11Brian Melinat

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

SOCIAL MEDIA MONITORING & RESPONSEKRISTINE VICK

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

SAS LISTENING JOURNEY

Pilot began in 2012 Brand/User Competitive Intelligence

Formalization & Lessons Learned

The Contact Center moved to a new location

state of the art command center display social/phone/chat content on

the fly for team collaboration

In 2015, the SMMR team began piloting Lead Generation

Additional Social Channels

COMMAND CENTER + LEAD GEN PROJECT + CHANNELS

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

LISTENING SOCIAL MEDIA MONITORING & RESPONSE

@SASsoftware@SAS_Cares

SAS SoftwareAnalytics UJim Goodnight

Discussion ForumsSAS Brand

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

VOICE OF THE CUSTOMER

BRAND ENGAGEMENT

You have made my year!!! Thank you so

much! I'm rocking being a poor Grad

student, so any little bit helps. Thank you

so much!

@SAS_Cares all good.

Thanks for proc caring!

@SAS_Cares Well equipped students should have #SAS, #SPSS, #Stata and #rstats

skills. Thanks for being accessible. Cost is a major

barrier

I enjoyed learning and using R. I didn't do so

extensively. But I'm enjoying SAS even

more.

SAS is helping me to

re-love statistics.

LOL my wife just came&told me we are going to watch TV but all I want to do is play with SAS University Edition. #SASUserProbs

If at first you can't get your code to run, don't bother trying again, just

ask @SAS_Cares #lifesaver #resource

#stats

@SAS_Cares Either way, it's a good 'data' be a

SAS User. : )

Proc Means in the Streets Proc Freq in

the Sheets" - my SAS Tshirt @SAS

#BadJokeOftheDay

the graphics in @SASsoftware version

9.4 make my eyes twinkle. #stats

#datavisualization

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

LEAD GEN LINKEDIN: RELIANCE JIO INFOCOMM

Sourabh from Reliance Jio

INFOCOMM, was looking for a data

visualization tool that connected with

Hbase. Antionen Scott reached out

to him and recommended SAS

Visual Analytics. This information

was shared with Mahesh Bangera

for follow up.

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

LEAD GEN TWITTER: LEAD POTENTIAL FOR NATIONWIDE

Clark Lawson, with Nationwide in the

UK, asked Jill Dyche for best practices

on how to process big data in SAS DI.

Antionen Scott notified the UK SAS

office and Account Manager, Caroline

Scottow, followed up.

Copy r ight © 2015, SAS Ins t i tu te Inc . A l l r ights reserved.

BRAND/USER TWITTER: CAN WE STILL BE FRIENDS?

A little friendly banter with

a SAS user after being

awarded “Best Dramatic

Sequence” from the

Corporate Social Media

Team. Of course we play

nicely with R!

#proudtobeSASsy

#SMTLive

Our Speakers Brian Melinat is a director of Marketing Analytics within Dell’s Global Marketing Advanced Analytics team. The group analyzes Dell’s digital marketing activity which includes social media. Previously, Brian managed the Social Media Analytics and Listening team within Dell’s Marketing Insights group. During his 8 years at Dell, Brian has also managed Media Mix Modeling as well as worked in Marketing Operations Sales Planning and Supply Chain Optimization which has given him a perspective that spans the value chain. @brianmelinat

Ben Lapidus brings several years of measurement and analytics experience in digital advertising from Rocket Fuel to Synthesio, the global leader in Social Intelligence. He has consulted with dozens of Fortune 100 brands from every major industry on how to develop, measure and optimize their online advertising spend. He now brings the same measurement approach to social listening to advise brand-marketing teams on how to measure and optimize their messaging efforts. @benlapidus

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Kristine Vick is an energetic, innovative, results focused digital marketing practitioner. She strives to share great analytical stories and customer successes. Kristine helps others see the big picture while taking care of details and thinking of creative ways to enhance the customer experience. @kristinevick

#SMTLive

Thank you to our sponsor

@Synthesio

#SMTLive

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To LinkIn or Not to LinkIn: Getting Ahead of Your Competitors with Innovative Strategies

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