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

mailto:[email protected]

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


About SAS

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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


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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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Social Media Benefits

Source: “The New Conversation: Taking Social Media from Talk to Action”, Harvard Business Review Analytic Services Report, October 2010


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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Social Media Analytics Challenges


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?




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Social Media Effectiveness


How effectively do you feel your organization is currently using social media (scale of 1 to 10)?




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Agenda



conversation

Parting thoughts

Today’s Agenda


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Capture

The Where

The How

The Why


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Capture: “Where”

Social Networks

Business Networking

Video

Pictures

Blogs/Conversations

Discussion Boards/Forums


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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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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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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





Which areas are responsible for the development of your social media strategy?

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Agenda



conversation

Parting thoughts

Today’s Agenda


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Content

Categorization Brands, Topics & Taxonomies

Analytics Clustering, Phrase Clouds & Sentiment

Consumption Reports, Dashboards & Alerts


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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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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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Content: Analytics (Phrase Clouds)


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Content: Analytics (Sentiment)

• Correlates Adjectives to Topics of interest

• Determines Tone

• Maps tone to taxonomy


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Content: Consumption (Reports)


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Content: Consumption (Dashboards)


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Content: Consumption (Alerts)

Positive sentiment for blogs down YOY


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Agenda



conversation

Parting thoughts

Today’s Agenda


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Capitalizing

Social Network Analysis

Influence

Customer Service


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Capitalizing: Social Network Analysis

Maps relationships between people

Requires access to connection information

Telco and social media properties


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Capitalizing: Influence

Factors can include: Followers Retweets Mentions Relevance Sentiment


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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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Capitalizing: Customer ServiceTrack and Respond in Real Time


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Agenda



conversation

Parting thoughts

Today’s Agenda


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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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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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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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Additional Information

• sas.com/sma• @johnbastone• linkedin.com/in/johnbastone• Say “Hello”


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Questions?


Documents

20101116 isum10-science of-listening