TWTRCON NY 10 Real-Time Tools: Attensity | Maria Ogneva

Twitter for Business | Hilton New York | June 14, 2010

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Twitter for Business | Hilton New York | June 14, 2010

Anchor SponsorsCo-located with

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Twitter for Business | Hilton New York | June 14, 2010

Anchor SponsorsCo-located with

Real Time Tools Mini Session

• Maria Ogneva, Director of Social Media, Attensity | @themaria | @Attensity360

Attensity360 Overview for TWTRCONJune 14, 2010

Over 10 billion tweets so far.

Over 20% of tweets concern products and brands.

http://live.psu.edu/story/41446

There are over 200,000,000 blogs

34% of bloggers post opinions about products and brands

The Problem

Until now, “social media” applications have been largely focused on collecting and tracking customer conversations and leaving the rest up to individuals to do.

Manually analyze for deeper analysisManually route and respond to individual conversationsManually add gleaned knowledge to company knowledgebases

This approach is not scalable for the enterprise….

Demo

Attensity

Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information

We call this the LARA methodology

The Social Customer

11

What do they think about my company?

What problems are they having?

Who is thinking of switching?

What do they like about me vs. the competition?

What new ideas do they have?

Who is talking about me?

Who is ready to buy?

Proximity operators for recall and precision

balance

Entities help disambiguate queries

Easy setup

Benchmark yourcoverage against

your competition’s…

Attensity360View tweets, posts, news, etc. on a specific topic…

All in one placeDisplays impact, reach, sentiment for each post

Sort by date, impact, reach, or sentiment

Prioritize Twitter outreach with user metadata and influence metrics.

Integrated Engagement

View full post and assign for follow-up;

Integrates with mail programs

Attensity360: Top Influencers Reports

See where people are talking about you

See who istalking about you

…and what they have to say

See the most common terms in conjunction

with your topic

Click to view all posts on that topic

Demo

Attensity

Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information

We call this the LARA methodology

Attensity Analyze: Deeper, Cross-Channel Analysis

Extracts key entities, events, relationships,

actions, purchasing reasons, intent and sentiment

Demo

Attensity

Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information

We call this the LARA methodology

Deeper Dive Web Through Attensity ScrapeInput of Email, surveys, etc Through Attensity Adapters

Attensity

AnalyzeServer

Reporting Repository

Attensity 5 Repository

Attensity VOC

Discover

Listen, Analyze, Relate, Act: Data Flows

Broad Web CoverageThrough Attensity360

Demo

Attensity

Listen across customer conversation channelsAnalyze accurately and efficientlyRelate this information to other informationAct on the information

We call this the LARA methodology

Hotel hardship refund policy?

Email

Service issue tweet

Thinking of suing posting

“hardship refund” email response auto-generated

Automatically routed to legal for review

Responses can be reviewed by agent before sending

ResponseManagemen

t

Routed to Customer Service for Follow-up and Resolution

Attensity “reads” text and extracts

knowledge about what the

doc is saying

PeoplePlacesEventsTopics

Sentiment …

Attensity Respond: Scalable, Automated Routing & Response Tracking for All Customer Communications and Channels

For example, here you can see a unanswered “cry for help” being routed to a customer service agent for response. They can see the message, and can click to respond quickly.

Here’s an example of an intent-to-purchase being routed to the sales department. Collaboration features enable multiple people to work to solve the customer’s issues before sending a resolution message.

Within the system, you can also respond directly to the poster on the forum with a simple “click to post”. The system can suggest a response based on your corporate knowledgebase or you can create a response on your own.

ListenAnalyzeRelateAct

Welcome to the Open Enterprise

A Few Words About Attensity

Over 20 years experience understanding customer conversations in text; 6 patents in natural language processingSuite of applications for Social Media Monitoring, Customer Analysis, Response Self-Service/Agent Service and ResearchOver 500 installations worldwide

Palo Alto

Salt Lake City

Washington D.C.

Zurich

Antwerp

London

Germany

Paris

Global Coverage and Strength