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UNDERSTANDING THE VALUE
OF SOCIAL ROI #SMWSYNTHESIO
SOCIAL DATA IS EVERYWHERE TWEETS PER DAY GLOBALLY, PLUS 4.5B FACEBOOK LIKES AND 55M NEW INSTAGRAM PHOTOS.
OF CONSUMERS ARE MORE LIKELY TO BUY A PRODUCT
FROM A COMPANY THAT THEY CAN CONTACT VIA
SOCIAL MEDIA.
OF CONSUMERS WHO ACTIVELY USE SOCIAL MEDIA TO INTERACT WITH BUSINESSES FEEL A STRONGER CONNECTION TO THOSE BUSINESSES.
OF CONSUMERS SAY THAT THEIR DECISION TO BUY A
PRODUCT WAS INFLUENCED BY SOMETHING THEY READ IN
A BLOG.
OF ALL INTERNET USERS ARE NOW ACTIVE ON SOCIAL MEDIA.
OF MARKETERS USE SOCIAL MEDIA FOR
BUSINESS.
500M 50%
56% 31%
72% 93%
@SYNTHESIO #SMWSYNTHESIO
TRADITIONAL BUSINESSES HAVE A
TRANSACTIONAL RELATIONSHIP
WITH CUSTOMERS
YOUR BUSINESS
PURCHASES & INTENT
YOUR CUSTOMERS
SERVICES & SUPPORT
@SYNTHESIO #SMWSYNTHESIO
THE CONSUMER MATTERS MORE THAN EVER BEFORE…
SOCIAL MEDIA =
LARGE, ORGANIC, UNBIASED
FOCUS GROUP
@SYNTHESIO #SMWSYNTHESIO
YOUR BUSINESS
THEY PUT CUSTOMERS AT THE
CENTER OF THEIR BUSINESS YOUR CUSTOMERS
SOCIAL COMPANIES ARE CHANGING THE GAME…
1
@SYNTHESIO #SMWSYNTHESIO
BREAK DOWN SILOS SHARE AND CONSUME SOCIAL DATA
v
YOUR BUSINESS
SALES
v MARKETING PR & COMMS
v PRODUCT R&D
OPERATIONS CUSTOMER SUPPORT
2
@SYNTHESIO #SMWSYNTHESIO
SCALE SOCIAL INTELLIGENCE MAKE SMARTER BUSINESS DECISIONS 3
@SYNTHESIO #SMWSYNTHESIO
MAP & OPTIMIZE THE CUSTOMER LIFECYCLE
CONSIDERATION
EVALUATION
SERVICE
CUSTOMER
CONVERSION
LOYALTY
REPEAT CUSTOMERS
1
BY FOLLOWING A FEW IMPORTANT STEPS…
@SYNTHESIO #SMWSYNTHESIO
AWARENESS
ADVOCACY NURTURING
LOYALTY
SUPPORT
DESIRE
LOYALTY UNDERSTAND & SEGMENT AUDIENCE BUYING STAGES 2
@SYNTHESIO #SMWSYNTHESIO
SEGMENT YOUR AUDIENCE TO UNCOVER DEEP INSIGHTS
AGGREGATE DATA FROM RELEVANT SAMPLE
ANALYZE TEXTUAL AND VISUAL DATA
BUILD TYPOLOGIES AND INSIGHTS
WHAT THEY SAY
WHAT THEY SEE
HOW THEY DESCRIBE
THEMSELVES
12%
1
2
3
@SYNTHESIO #SMWSYNTHESIO
PEACOCKS ARE ALL ABOUT GAMIFICATION OF SOCIAL AND SELF-PROMOTION.
DREAMERS ARE ARTISTIC, CREATIVE AND NON-CONFORMIST.
ACHIEVERS PROPAGATE THEIR BELIEFS, CHALLENGE THEMSELVES AND THEIR PEERS.
SMITTEN KITTENS DEFINE THEMSELVES BY THE CELEBRITIES THEY LOVE AND SOLICIT FOR ATTENTION.
18! Dance with your own rhythm
19 | Law Student | Mumbai
18 | Mumbai | photogenic | luv shopping | foodie | dancing | Fashion love | Follow me |
KPOP fan | Teresian | Blogger | 14
BUILD USER TYPOLOGIES BASED ON SOCIAL DATA INPUTS
@SYNTHESIO #SMWSYNTHESIO
PLAN OUT YOUR CONTENT WITH TIME-STAMPED DATA
0.000
0.005
0.010
0.015
0.020
7 8 10 12 14 16 18 20 22 23 9 11 19 13 15 21 17
CELEBRITY
SPORT
FACE
SCHOOL
FASHION FOOD FRIEND MOTIVATIONAL RELIGION
TOPIC
GOES TO SCHOOL
POSTS SELFIES
GETS FOOD AND HAS SOME
FASHION CONVERSATIONS
TALKS WITH FRIENDS
POSTS MOTIVATIONAL
QUOTES
THE WEALTH OF METADATA CAN BE HARNESSED TO GENERATE AUDIENCE INSIGHTS AND INFORM CONTENT PLANNING
PEACOCKS
@SYNTHESIO #SMWSYNTHESIO
CONSIDERATION
REPEAT CUSTOMERS EVALUATION
SERVICE
CUSTOMER
CONVERSION
LOYALTY
AWARENESS
ADVOCACY NURTURING
LOYALTY
SUPPORT
DESIRE
ALIGN AUDIENCE BUYING STAGES WITH THE CUSTOMER LIFECYCLE 3
@SYNTHESIO #SMWSYNTHESIO
DEVELOP
BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE
AWARENESS SATISFACTION ACQUISITION ACTIVATION
REACH GROWTH OF FANS CONVERSION THROUGH
BUYING CYCLE SOCIAL REPUTATION
EVALUATION PURCHASE INTENT
AMPLIFICATION
SEARCH SOURCE AMPLIFICATION LEAD IDENTIFICATION
4
@SYNTHESIO #SMWSYNTHESIO
MEASURE & TRACK
REAL BUSINESS PERFORMANCE
CUSTOMER AWARENESS REPORT CUSTOMER ACQUISITION & ACTIVATION REPORT
CUSTOMER SATISFACTION REPORT
DON’T JUST MEASURE YOUR CUSTOMERS
UNDERSTAND YOUR CUSTOMERS @SYNTHESIO #SMWSYNTHESIO
NISSAN’S SUCCESS WITH SOCIAL LISTENING:
§ 40 COUNTRIES § CENTRALIZED GLOBAL BUDGET § ONE CHAMPION § TOP-LEVEL REPORTS
WHY DOES IT WORK? § TOP-DOWN APPROACH § EMPHASIS ON ROI § DEEP LOCAL INVOLVEMENT § OUTSOURCED TEAMS
NISSAN A SUCCESSFUL, CENTRALIZED
RESEARCH ORGANIZATION
KEY RESULTS § CONSISTENT IMPROVEMENTS IN SRS
§ DEEPER CAMPAIGN INSIGHTS § HIGHER ROI IN KEY PRODUCT AREAS
MAJOR SUCCESS
LIMITED SUCCESS
EXPECTED SUCCESS
FAIL
BUDGET
SOCI
AL R
EPUT
ATIO
N S
CORE
BEST CAMPAIGN
LOW HIGH
LOW
H
IGH
BUZZ VOLUMES
BUILD A PREDICTIVE ANALYTICS PROGRAM TO OPTIMIZE CAMPAIGNS AND BOOST ROI
CHART THE PERFORMANCE OF EVERY CAMPAIGN
@SYNTHESIO #SMWSYNTHESIO
ANALYZE ALL YOUR CAMPAIGNS REGARDLESS OF SUCCESS OR FAILURE
FLOP BAD BUZZ NO SPREAD
@SYNTHESIO #SMWSYNTHESIO
ANALYZE HIGH-PERFORMING CAMPAIGNS TO ACHIEVE REPEAT SUCCESS
Volu
me
of B
uzz
Time
BEFORE
AFTER
1 – Campaign Starts
2 – Peak volumes are 4 to 10x higher than baseline and spread on all social and mainstream media
3 – Lasting Positive Buzz
4 – Higher brand-related conversation volumes
@SYNTHESIO #SMWSYNTHESIO
CASE STUDY
LAUNCH OF A NEW EYE-LINER
INCREASED SALES BY 25% VS. REGULAR AD CAMPAIGN
CAMPAIGN BASED ON SOCIAL ROI INSIGHTS
SALES
TIME
REGULAR CAMPAIGN
@SYNTHESIO #SMWSYNTHESIO
Ü IDENTIFIED SOCIAL AMBASSADORS AND INFLUENTIAL SOURCES IN THE AUTO INDUSTRY
Ü BROUGHT TOGETHER A COMMUNITY OF
BLOGGERS AND BRAND AMBASSADORS FOR INFLUENCER CAMPAIGNS ONLINE AND OFFLINE
Ü CREATED A LISTENING DASHBOARD BEFORE A TV SHOW ABOUT DIESEL ENGINES AND THE AUTOMOTIVE INDUSTRY
Ü FOLLOWED ON-TOPIC CONVERSATIONS ACROSS SOCIAL MEDIA AND ENGAGED WITH THE COMMUNITY IN REAL TIME
“WITH SOCIAL MEDIA ANALYSIS TOOLS LIKE SYNTHESIO, WE ARE ABLE TO EFFECTIVELY GAUGE THE IMPACT OF EACH DIGITAL CAMPAIGN AND TRACK OUR ONLINE REPUTATION.” -ISABELLE CAHU-BARNABÉ, BRAND DIGITAL MANAGER, PEUGEOT
CASE STUDY
@SYNTHESIO #SMWSYNTHESIO
KEY TAKEAWAYS
§ Social data can fuel cross-functional insights
§ Tie social metrics to business KPIs
§ Target unique audiences at each stage of the lifecycle
UNDERSTANDING THE VALUE OF SOCIAL ROI
THANK YOU!!
@SYNTHESIO #SMWSYNTHESIO