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Confidential & Proprietary
Social Media Analysis – Moving Beyond the Hype
Susan Etlinger – Industry Analyst, Al/meter Group Twi0er: @setlinger
Wayne St. Amand – Vice President of Marke/ng, Crimson Hexagon
Twi0er: @WayneSaint
© 2010 Altimeter Group
3
“The greatest danger in times of turbulence is not the turbulence;
it is to act with yesterday’s logic.”
− Peter Drucker
© 2010 Altimeter Group
Altimeter Group conducted research and gleaned
input from 39 contributors to determine the most
common ways in which businesses measure the value of social media to
their organizations.
4
Research Methodology
Report available onlinehttp://www.slideshare.net/setlinger/altimeter-social-analytics081011final
© 2010 Altimeter Group
Vendors Vendors Brands & Agencies Awareness Context Optional Coremetrics/IBM Crimson Hexagon Cruvee/Vintank Facebook Gnip Google LinkedIn Lithium/Scout Labs Meltwater NetBase NM Incite/Nielsen
Omniture/Adobe PageLever Position2 Power Reviews Radian6 Retailigence salesforce.com SAS Institute TweetReach Visible Technologies Webtrends Wildfire Interactive Group
Adobe Systems DIRECTV, Inc. PETCO Animal Supplies American Express Edelman RadioShack Corp. Best Buy EMC Corporation Toyota Motor Sales, U.S.A. Converseon Novartis AG WCG Dell Ogilvy & Mather
Research Contributors
5
© 2010 Altimeter Group
Most (US) companies have a monitoring solution 6
“In 2011, 82% of corporations will have a brand monitoring solution in place. It will be the most heavily adopted category across all companies.” − Jeremiah Owyang, “How Corporations Should Prioritize Social Business Budgets,” February 2011.
© 2010 Altimeter Group
But don’t know how to measure social media
Source: Jeremiah Owyang, “How Corporations Should Prioritize Social Business Budgets,” February 2011. :
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© 2010 Altimeter Group
Measuring the Business Value of Social Media 8
The Social Media Measurement Compass
© 2010 Altimeter Group
What We Can Learn 9
Brand Health
Conversation Drivers
Sentiment Drivers
Location, Time, Impact
Competitive Implications
Influencers
© 2010 Altimeter Group
11
Crimson Hexagon’s proprietary algorithm separates relevant from irrelevant content and measures user-defined themes in online conversation.
Brand Threats and Opportunities
© 2010 Altimeter Group
What We Can Learn 12
Marketing Optimization
Campaign Performance
Content Performance
Channel Performance
Timing Impact
Influencer Impact
© 2010 Altimeter Group
Conversion Efficiency 13
0 0.5 1 1.5 2 2.5 3
Direct Load
Referring Sites
Natural Search
Marketing Programs
© 2010 Altimeter Group
What We Can Learn 15
Revenue Generation
Conversion Impact
Loyalty Impact
Search Impact
Revenue Impact
© 2010 Altimeter Group
Impact of Social on Member Spending 16
Source: http://www.lithium.com/pdfs/casestudies/Lithium-FICO-Case-Study.pdf Disclosure: Lithium is a client of Altimeter.
© 2010 Altimeter Group
What We Can Learn 17
Customer Experience
“Blind Spots”
Context!
Emotional Intensity
Issue Identification
Service Levels
© 2010 Altimeter Group
Social Service Levels (in development) 18
Dell’s Social Media Listening Command Center (Courtesy Dell, Inc.)
© 2010 Altimeter Group
What We Can Learn 19
Operational Efficiency
Call Containment
Advocate Identification
Channel Efficiency
© 2010 Altimeter Group
What We Can Learn 21
Innovation
Opportunities
Threats
Idea Resonance
Idea Impact
© 2010 Altimeter Group
§ Social signals will become integrated into enterprise decision-making
§ Predictive analytics will emerge § The ability to “speak data” will become
a critical skill across the enterprise
The Future of Social Media Measurement 24
© 2010 Altimeter Group
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Thank you
Susan Etlinger [email protected]
www.susanetlinger.com
Twitter: setlinger
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Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage.
Visit us at http://www.altimetergroup.com or contact
ABOUT US
Confidential & Proprietary
KNOW MORE. KNOW WHY. KNOW HOW.
Wayne St. Amand - Vice President, Marketing [email protected]
@WayneSaint @CrimsonHexagon
Confidential & Proprietary
Massive Opportunity Not Being Fully Leveraged by Most
• Social media is the largest source of unfiltered informa/on ever available about how consumers truly think and feel
• The vast majority of companies have yet to take advantage of this intelligence to influence their business decisions
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Achieving Social Intelligence The management and analysis of customer data from social sources, used to activate and recalibrate marketing and business programs.
Confidential & Proprietary
Social Intelligence Creates Ac/onable Insights
True Social Intelligence Delivers
• Consumer insights to drive business success
– Greater marke/ng effec/veness
– On-‐target product planning – Deeper compe//ve insights
– Understand purchase triggers
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However, most of today’s tools do a terrible job of helping you achieve true Social Intelligence
Confidential & Proprietary
Most Social Media Monitoring is Broken
Keywords and seman?cs do not work in social media • Tradi/onal tools lack the ability to understand context • A computer cannot replace human judgment
• Human analysts cannot scale or provide consistency • Predefined rules cannot support the dynamic nature of the social media conversa/on • Surface-‐level monitoring lacks accuracy and deep insight
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NLP Semantic Search
Manual-coding Keyword
Sentiment Monitoring
Confidential & Proprietary
Crimson Hexagon Doesn’t Force Choice Between Human Judgment and Computer Automa/on
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• Combines the unique strengths of human and computer automa/on
• Automated algorithmic analysis powered by human-‐judgment
• Business objec/ves are embodied in the analysis, not a[er the fact
Human Judgment
Control Context Nuance Computer
Automation
Scale Accuracy
Repeatability
Confidential & Proprietary 32
Posi/ve Nega/ve 23% 66%
Chevy Brand
Sen/ment Alone is Only a Small Part of the Picture
102,784 men/ons
11%
Neutral
11%
9%
18%
9%
11%
8%
11% 12%
11%
Love Chevy Legendary Want One Looks & Design
Performance Great Business Maintenance Prefers Compe?tor
Asking advice
Confidential & Proprietary
• Answers targeted business ques/ons based on contextualized analysis of social media conversa/on
• Achieves industry-‐leading accuracy using advanced algorithmic approach (+/-‐ 3% error rate)
• Filters noise and focuses on ALL relevant opinions, with relevance defined by the user
• Analyzes any and all languages with no set-‐up investment – Currently have clients analyzing over 28+ languages (incl. character sets)
• Client support and strategic consul/ng services provided by marke/ng and industry analysts, specializing in applying product exper/se to specific business context
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Crimson Hexagon Delivers Social Intelligence
Confidential & Proprietary
Human-‐Training Automated Algorithmic Analysis
• Gary King, Harvard University – Director, Ins:tute for Quan:ta:ve Social Science
• An analysis answers a ques/on • The business user “trains” the algorithm with examples of “answers” to those ques/ons
• The algorithm then amplifies that training across all social media conversa/ons
• Algorithm can become more accurate over /me with added training
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Confidential & Proprietary 35
Best-‐in-‐Class Data Coverage
Forums News Twijer Comments Facebook
2 MM posts per day
8 MM per day
250 K per day
225 MM per day
400 K per day
8 MM per day
5.1 BB stored
3.2 BB stored
152 MM stored
36 BB stored
73 MM stored
1.8 BB stored
Blogs
data from
5/08 data from
3/09 data from
5/08 data from
9/09 data from
7/10 data from
7/10
COMPREHENSIVE COMPREHENSIVE COMPREHENSIVE COMPREHENSIVE EMERGING EMERGING
• Over 75 billion posts indexed to date and growing rapidly
• Full TwijerFfirehose, stored since July 2010 • No addi/onal charge for access to historic data • API capabili/es for uploading internal data
Confidential & Proprietary 37
Addi?onal Resources:
Request an Online Demo: hjp://www.crimsonhexagon.com/products/request-‐a-‐live-‐demo
Customer Case Studies:
hjp://www.crimsonhexagon.com/customers/#casestudies
Overview Video: hjp://www.crimsonhexagon.com/products/overview-‐video/
Data Sheets & White Papers: hjp://www.crimsonhexagon.com/products/whitepapers/