Social Media Analytics. Copyright 2010 SAS Institute Inc. All rights reserved.

Transcription

1 Social Media Analytics Copyright 2010 SAS Institute Inc. All rights reserved.

2 Agenda What is Social Media? The need for Social Media Analytics Use-cases by department and industry Practical examples of social strategy Mainstream vs. advanced listening solutions 2

3 What is Social Media? primarily Internet- and mobile-based tools for sharing and discussing information -Wikipedia the use of technology combined with social interaction to create or co-create value -John Jantsch online tools that permit users to create content, within a given context, to help establish connections and engage in conversations -Webbiquity 3

4 Social media are exploding 4

5 CONVERSATIONS Content sparks Conversation CONTENT o CONTENT: Blog post, video, podcast, picture, article, etc. CONTEXT o o CONTEXT : The tool used (e.g., YouTube, Facebook, Twitter) to deliver content, add metadata (e.g. hashtags) CONNECTIONS: Once posted, others can view/respond to the content (comment, like, re-tweet) CONNECTIONS o CONVERSATIONS: Dialogue between the creator and their connections 5

6 What? You don t think your customers use it... WRONG!!! In fact, 4 out of 5 Americans use social media. Source: October 20, 2008, The Growth Of Social Technology Adoption Forrester report On average they have 53 on-line friends. 6

7 Participation on the Social Media Ladder Creators publish a blog or website, upload photos, videos, music, write articles Conversationalists update their status (including geo) on social network sites and tweet on twitter Critics respond to posts, contribute to product reviews, add information to wikis etc Collectors organize content for themselves or others using RSS feeds, tags, following on Twitter and voting sites Joiners visit and maintain profiles on social networking sites Spectators are consumers of social media content, and read blogs, forum posts, videos, tweets, product reviews Inactives do not participate in social media activities Creators Conversationalists Critics Collectors Joiners Spectators Inactives New category in

8 They listen closely to what peers tell them via social media 78% of consumers trust peer recommendations. Source: August 25, 2009, The Broad Reach Of Social Technologies Forrester report 8

9 Peers aren t shy about sharing opinions 34% of bloggers post opinions about products and brands. There are 112 million blogs. 120,000 new blogs/day Source: Mashable ( and BusinessWeek 9

10 ... in each other s Facebooks More than 250 million active users More than 120 million users log on to Facebook at least once a day. More than two-thirds of Facebook users are outside of college. Fastest-growing demographic: 35 years old and older Approximately 70% of Facebook users are outside the US. Source: Mashable ( 10

11 The Balanced Scorecard: One Perspective on Measuring Impact: ROO Measure 1. Financial. Has revenue or profit increased or costs decreased? 3. Brand. Have consumer attitudes about the brand improved? 4. Risk Management. Is the organization better prepared to note and respond to attacks or problems that affect reputation? while keeping these overall objectives in mind: Align measurement to all corporate objectives, not just sales. Enhance the strategic development process. Build consensus. Avoid short-term gains coming at the expense of long-term brand health. Source: The Balanced Scorecard: Translating Strategy into Action, Dr. Robert S. Kaplan and Dr. David P. Norton via The ROI Of Social Media Marketing, Forrester Research 11

12 A More Pragmatic View of the Social Landscape 12

13 Social Media Use-Case Examples by Department Marketing How can we use social media to help us align our messaging and communications with the ways customers speak, think, and spend time? Market Research better understand the perceived position of our products and services versus the competition? PR capitalize on positive press or mitigate the negative effects of mass misconceptions? Advertising and Online/Interactive identify websites or events where an ad or promotion might be favorably received? Customer Care listen to and engage with customers in a whole new channel? Research & Development discover unmet needs and identify product features that consumers love or hate? 13 SAS Proprietary & Confidential (please do not distribute)

14 Social Media Use-Case Examples by Industry Financial Services Retail How can we use social media to help us identify and monitor headline risk and other emerging topics in realtime? understand which aspects of the customer experience need the most attention is it Price? Selection? Customer Service? Quality? Location? Entertainment create, empower, and reward a community of advocates to deepen engagement with the brand and propagate this excitement to others? Insurance find and address pain points for consumer and business customers across multiple LOB in order to reduce attrition? Automotive measure the effectiveness of a new car launch and generate increased interest, web traffic, and sales? Hospitality focus in on what drives guest satisfaction and repeat business to improve review ratings and customer lifetime value? 14 SAS Proprietary & Confidential (please do not distribute)

15 Ford Motor Co. 15

16 MyStarbucksIdea.com Since its launch in March of 2008: 3 million unique visitors 60,000 ideas submitted 100,000s of comments 460,000 votes 2,500 moderator comments 16

17 Skittles.com 17

18 Better Social Media Analytics Monitoring Easier user defined queries more precision Ability to respond to specific events quicker to correct Measuring Connecting social KPI s to business drivers Measuring trends long term Alerts Alerts become more reliable (fewer false positives) Search Flexibility to search on both expected and discovered topics Mine Forecasting trends, looking for deviations from expected 18

19 Use SMA to segment your customers What customer community segmentations behavioral, psychographic, demographic, and affinity are apparent from social network interactions, transactions, and flows? How should you target product features, bundles, pricing, and support to these segments in order to maximize sales, revenues, and growth? 19

20 Use SMA for marketing campaign analysis Which social media and other channels have the greatest impact on customer opinions? Which customers are more influential in some channels than others? Which customers have the greatest versus least impact on awareness, sentiment, and propensities of their peers? Which customers are the squeakiest wheels who are most likely to spread bad feelings if they are dissatisfied, or are most likely to keep it bottled up? Which customers opinions, pro and con, carry the greatest versus least weight with their peers? Which customers promise the biggest bang for your sales and marketing bucks through their influence on their peers? 20

21 Use SMA to retain and grow customers Which customers influence the most peers to stay with you and grow the relationship or churn and jump to the competition? Which customers are net promoters? Which customers are your potential brand ambassadors? What can influence users to encourage late adopters to accelerate their adoption of new products? How can you factor group dynamics in next best offer and customer experience optimization? 21

22 SAS Social Media Analytics Copyright 2010 SAS Institute Inc. All rights reserved.

23 What It Is A solution that: Organizes and simplifies the wealth of data across social media sources In a way that makes it easy to act on Sophisticated Software that does 4 things: 1. Crawls the web and pulls info from a vast array of online sources, social media and customer feedback, 2. Takes that info and clearly organizes it, 3. Analyzes it, 4. And puts that analysis into an interface that allows you to use it to make business decisions. 23

24 Tap into the world s largest focus group WHERE are consumers talking? Is volume trending up or down? WHICH sites matter most? WHICH sites are more positive? Negative? Brand & Market Tracking WHAT are consumers saying about your brand? About the competition? WHAT aspects of your business drive satisfaction and loyalty? WHAT questions and unmet needs emerge? Online Media Analysis Online Conversations PR & Reputation Tracking HOW do perceptions differ across the various channels through which customers give you feedback? Customer Feedback Mgmt WHO is creating content about your brand Journalists? Bloggers? Forum members? WHO among these authors is a threat to reputation? An opportunity for advocacy? 24 SAS Proprietary & Confidential (please do not distribute)

25 Business Pains Signal vs. Noise Context Action and Integration Hard to keep up with the real-time volume and growth of online discussions Challenging to ensure clean data and to quickly separate the wheat from the chaff Difficult to identify influential social media sites and authors Challenging to discern macro-level trends current methods only provide limited view with no historical or forecasting capabilities No consistent and replicable way to measure insights gleaned from online conversations Cannot correlate to and combine with other business metrics tools like web analytics, call center logs, survey responses, etc. to create a holistic perspective of consumer opinion and behavior 25 SAS Proprietary & Confidential (please do not distribute)

26 Leverage industry taxonomies from SAS Customer Service Long hold time; friendly; helpful; rude; knowledgeable; impatient Ford Explorer Price/Value MSRP; bargain; good deal; sale; discount; costs too much; too expensive; good value; Ford Fuel Efficiency MPG; gas mileage; miles per tank; city/hwy; hybrid; fuel cell technology... Ford Fiesta... Features and Specifications Bluetooth enabled; handsfree; sound system; heated seats; leather; tire size; rims; sunroof; moonroof; v4; v6; OnStar Warranty Drive train warranty; extended warranty; claims; deductible; after market parts... 26

27 Solution Framework Media Portal Media Workbench Listen, Engage, & Leverage Classify & Segment Taxonomies Influence & Engagement Customizable Sentiment Analysis Text Clusters & Segments Mine & Forecast Data Mining Correlation & Forecasting Text Mining Natural Language Processing Collect Clean Integrate Organize Survey Data Web Crawling Data Stores Blog Data Web Data Online Reviews Call logs Media Data Sample Online Sources 27 SAS Proprietary & Confidential (please do not distribute)

28 Solution Differentiators SAS Social Media Analytics 28 SAS Proprietary & Confidential (please do not distribute)

29 1. GREATER LISTENING Deep content and coverage across the globe 3-4 years of online conversation history Concept mining support: 30 languages Sentiment analysis support: 13 languages and growing Can support both external (blogs, message boards, reviews, news) and internal data sources (company forums/blogs, survey open-ends, call center logs, etc.) 29 SAS Proprietary & Confidential (please do not distribute)

30 2. BETTER PRECISION AND ACCURACY Advanced analytics and customized approaches Smart sentiment engine that learns over time using statistics and business rules for best classification of sentiment at multiple levels. Best-in-class text analytics to pinpoint issues/opportunities with greater accuracy. Advanced, built-in data mining capability to discover topics and to forecast and predict trends. Flexibility to create custom rules and scores unique to your business. 30 SAS Proprietary & Confidential (please do not distribute)

31 3. SUPERIOR INTEGRATION Seamless integration with other business metrics and analytics Ability to correlate online data with other business metrics such as customer satisfaction and Net Promoter Score, web traffic, call center volume, sales/bookings, etc. Custom Analytical Services can combine social media data streams with other analytics tools and models (e.g., web analytics, campaign measurement, media mix) 31 SAS Proprietary & Confidential (please do not distribute)

32 Types of Social Marketing Analysis Social Media Analytics: BI tools -- reporting, dashboarding, visualization, search,event-driven alerting, text mining, etc. -- applied to information sourced from social media Social Network Analysis Advanced analytics focused on identifying and forecasting connections, relationships, and influence among individuals and groups; Social Media Monitoring: Real-time analytics that uses complex event processing (CEP) to acquire, filter, and display events taking place in social media. Social Intelligence Used For: Listening and engaging with customers, understand sentiment, opinion and requirements Used By: Product, Brand, Marketing and Customer Used For: Service Identifying leaders, followers in networks, measuring influence especially relating to churn and cross sell Used By: As for Social Media Analysis, plus security/fraud Used For: Rapid investigator response to issues before they become critical Used By: Customer Service, PR, Product Management Used For: Internal team collaboration, like Incorporation of social network style interaction models -- such as those associated with Facebook and social wikis -- knowledge into the BI user share experience. Used By: None at present may become more important 32