How tosurviveandthrivetakingyour enterpsiesocial final

Company Confidential - For Internal Use Only

2012 SUNZ Conference

How to survive and thrive, taking your enterprise SOCIAL

Vincent Cotte – Product Marketing SAS Twitter: @vcotte

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.

Where are they?

Who are they?

How do they make

decisions?

What is compelling?

When is the best

yesterdays water cooler

todays water cooler

there’s a conversation

going on

are you part of it?

Agenda

The opportunity in social

Where are you on your journey?

Fundamentals of social media analytics

Today’s Agenda

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

Closer to Home

socialmedianz.com

Social Media Analytics Maturity Model

Degree of Intelligence

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

Considerations for Today’s Social Marketers L

How can I better listen for what is relevant to my business?

• More channels

• Understanding and meaning

• Filtration

cessin

How can I process conversations in a way that leads to action?

• Organize

• Mining

• Communicating

How do I best respond to conversations?

• Relationships

• Influence

• Customer Service

• Strategy

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

Listening Inside and Outside

Social Data

Customer

Service Data Customer

Emails

Internal Data

Call Center

Third Party Data Customer

Satisfaction

Research Brand

Research Web

Analytics

Benefits:

Common lens

Leading indicators

Improve forecasts

Augment lifetime

customer value

Behavioral

Online

Chat Surveys

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

Processing

Organising

Brands, topics and taxonomies

Mining

Clustering, phrase clouds and sentiment

Communicating

Reports, dashboards and alerts

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

Outbound Incoming

Work visas

In process

Timing Quality Threats

Pre application queries

Refugee

Immigration Department

example taxonomy

Organizing Through Taxonomies

Processing

Sentiment and tone of the conversation

Competitive tracking provides validation for reaction

Timeline tracking

Background on context

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

Responding

Understanding the social network to prioritise by influence

Focusing on customer service

Right person for the right action

Strategic planning

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.

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

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/

social media is digital, therefore measurable

success requires technology, process and

people

Listen – Process – Respond

KYC - Competitive - Brand - Service

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