Social Media Analytics: Weghören gilt nicht! Robert Schumacher Customer Intelligence Solutions Manager, SAS Schweiz SWISS CRM Forum, Zurich, 23. Juni, 2011 Copyright 2010 SAS Institute Inc. All rights reserved.
The TV used to be the tribal camp fire and got 100% attention.. 2
but now it s just another light source doing all kind of other activities 3
Relevance of Social Media Analytics Dolce & Gabbana: From exclusive spouses...... to powerful bloggers 4
Relevance of Social Media Analytics United Airlines: The opportunity costs from disservice and not listening 5
Relevance of Social Media Analytics United Airlines: The opportunity costs from disservice and not listening 6
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Social media reaches mass adoption Base: US online adults Social Media is a fact! Source: North American Technographics Interactive Marketing Online Survey, Q2 2009 (US), North American Technographics Media And Marketing Online Survey, Q2 2008, and North American Social Technographics Online Survey, Q2 2007 9
Areas of applying Social Media Brand & Market Tracking Sales & Marketing Online Conversations PR & Communication Human Resources Customer Care & Feedback 10
Three stages of applying Social Media Listen Engage Leverage How can I be sure what I am hearing is accurate and relevant to my business? How do I use social media to drive my business forward? How do I integrate social media data into my general marketing strategy? Better listening Better understanding Better integration 11
Social Media Analytics The three success factors 3. Besser interagieren! Visualisierung, Verteilung und Nutzung der Ergebnisse zur Dialogführung sowie Qualitätssicherung Media Portal Media Workbench Conversation Center 2. Besser verstehen! Automatisierte, konsistente, hochwertige, transparente Aufbereitung der Inhalte mit Advanced Analytics Taxonomien u. Konzepte Data Mining Einfluss und Engagement Forecasting Flexible Tonalitätsanalyse Text Mining Segmentierung von Inhalten Natural Language Processing 1. Better listening! Automated search, collecting, cleaning, integration and storage from social media content Survey-Data Online Reviews Blog-Data Call-Center- Data Web-Data Media- Data Examples of Data Sources: 12
Social Media Analytics The three success factors 3. Besser interagieren! Visualisierung, Verteilung und Nutzung der Ergebnisse zur Dialogführung sowie Qualitätssicherung Media Portal Media Workbench Conversation Center 2. Better understanding! Automated, consistent, valuable, transparent preparation of content with Advanced Analytics Taxonomie & Concepts Data Mining Influence & Engagement Forecasting Flexible Tonality Analysis Text Mining Segmentation of Content Natural Language Processing 1. Better listening! Automated search, collecting, cleaning, integration and storage from social media content Survey-Data Online Reviews Blog-Data Call-Center- Data Web-Data Media- Data Examples of Data Sources: 13
Social Media Analytics The three success factors 3. Better interacting! Visualisation, distribution and usage of results to enable dialog- and quality management Media Portal Media Workbench Conversation Center 2. Better understanding! Automated, consistent, valuable, transparent preparation of content with Advanced Analytics Taxonomie & Concepts Data Mining Influence & Engagement Forecasting Flexible Tonality Analysis Text Mining Segmentation of Content Natural Language Processing 1. Better listening! Automated search, collecting, cleaning, integration and storage from social media content Umfragedaten Online Reviews Blog-Daten Call-Center- Daten Web-Daten Media- Daten Examples of Data Sources: 14
SAS Social Network Analytics Analytic engine and visualization 15
Marketing Benefits of Social Network Analysis Identify key influencers in the network along with their friends and friends of friends. Enables understanding of network value key input into retention, sales & service strategies Exposes how ideas and new products diffuse (spread) through local networks, as well as across entire networks. Targets the optimal number of customers in a more cost effective manner than targeting individual customers. 16
Example: Improve Retention of Leaders Capability: Identify Leaders Marketing Action: Target retention strategies to key Leaders Benefit: More efficient targeting of marketing spend Reduced attrition / improved retention Marginal Community Very few connections Follower Leader Outlier Bridge Connectors between different communities Community Follower 17
The case for Social Media Analytics Success starts by listening to understand, then to interact Aberdeen Group, The ROI of Social Media Monitoring: Why it Pays to Listen to Online Conversation., October 2009 18
What makes it so hard to implement? Multiple channels Multiple data sources Multiple internal departments Overdose of information Many customer programs Multiple business objectives Deliver consistent customer experience 19
Show Case 20
Content Categorization swisscom-specific Taxonomie Breitband Internet Marketing Mobilfunk Festnetz Mobiles Internet Fernsehen Kundenservice Wert und Preis Netzwerkdienst Telefonfunktion Gesprächsabbruch Keine Verbindung 21
Social Media Portal for Social Reporting Interactive Dashboard for Reporting, including Drill Down options 22
Phrase Cloud 23
Visualization over time to see trends 24
Example: Text Analytics structures Social Media Der neue Preisplan Vivo Casa der Swisscom ist wirklich gut, Bundle deckt genau mein Bedürfniss ab und klappt auch soweit alles ganz gut. Ich kann das wirklich nur empfehlen, ist allerdings nicht das günstigste Angebot. Ergebnis: insgesamt eher positiv Thematische Kategorisierung bzw. Verschlagwortung der Inhalte entlang eines relevanten Kategoriebaums bzw. einer Taxonomie Erkennung von relevanten Konzepte bzw. benannten Entitäten wie etwa Personen, Produktbezeichnungen, Wettbewerber oder Orte Sentiment Analysis ermittelt die Polarität (positiv, neutral, negativ) Aggregierte Polarität auf Textebene Detaillierte Polarität für Produkteigenschaften 25
Marketing vs Market Research Market Planning Surveys, Questionnaires Competitive intelligence Product / Market Strategy Interactive Marketing Direct Marketing Ads & Promotions Community & PR Customer Service Retail Website Search Online Ads Affiliates Mail Email Mobile Broadcast Print Online Ads Press Relations Events Reputation Inbound Outbound Events Promotions Pricing Features Displays Market Monitoring & Measurement Marketing scorecards Media forecasting 26
Marketing vs Social Marketing Market Research Market Planning Surveys, Questionnaires Competitive intelligence Product / Market Strategy Social media planning & forecasting Interactive Marketing Direct Marketing Ads & Community Promotions & PR Social marketing data Customer Service Retail Website Search Online Ads Affiliates Mail Email Mobile Broadcast Print Online Ads Press Relations Events Reputation Inbound Outbound Events Promotions Pricing Features Displays Blogs Review Sites Forums Micro-blogs Direct Tweets YouTube IP Television Twitter coupons Market Monitoring & Measurement Micro/Blogs Influencers YouTube Facebook Fan page Conversation Analysis (Full) Media monitoring Marketing scorecards Media forecasting Widgets Social web apps 27
T+(3-9) T+2 T+1 First Steps Bringing this to reality Standard Demo Concepts Stop! Taxonomie Customized Demo Optimize Rules with Workbench Stop! Stop! Trial Periode Phase 4: Productive Usage as SAS Solution OnDemand Time (months) 28
Take aways The Social Space is out there with or without you Think first then start Social Media: Have a defined strategy and objectives before you start Start now!! (in 1 year from now, errors will no longer be accepted) Start small by listening. Learn. Then start interacting Social Media is not yet another campaign; it s an ongoing effort (and you will get ongoing benefit) Integrate Social Media in your overall marketing concept / mix to unify customer experience 29
Take aways II Act authentically, fast and transparent The combination of technology and human experience / intervention will result in the best outcome it s not a technology issue, but it is very hard to do without technology. Jennifer Kirby, analyst at Gartner Mobile and location based Services will be the future driver for Social Media Shortterm: Overestimated long term: Underestimated! 30
Comments, Questions, Discussion 31
Thank you for your attention! Feedback anytime to: Robert Schumacher Customer Intelligence Solutions Manager, SAS Switzerland robert.schumacher@sas.com Copyright 2010 SAS Institute Inc. All rights reserved.