1. Data Warehousing Social Media

3. Overview

4. The many uses of Social Media Listening (PR) Reading and Responding to conversations Social Campaigns (Marketing) Driving marketing via ??? Help (Customer Support) Providing assistance via social channels Social CRM (Sales) Messaging Individuals using/based on Social Channels Overview

5. Data Warehousing Social Media Data falls into the CRM Category. Why did we pick this topic? Least Understood Listening is common in today’s Corporate environment Customer Support is readily understood and increasingly common in Social Social Campaigns are tricky but the concepts are fairly straightforward – even traditional Everyone is talking about CRM, but few get into the ‘how’ aspect Potentially Most Impactful Direct, Personalized communication in-channel is nearly always more impactful than “broadcast” campaigns of ANY type. Why CRM?

6. Social CRM can drive: Marketing Impact Nothing is more personal (and powerful) than driving specific messages to the channels where people live. Channel Growth Growing Social Channels is easier when you can identify existing customer relationships who live in that channel. Relationship Depth Every additional touchpoint between you and your customers deepens the relationship and increases retention. AND Potential word of mouth! Social CRM is Important

7. Social CRM has numerous technical challenges: Key Linking Customers don’t live by your identity in the Social World – and even keys like email address aren’t common. Data Capture Social channels generate STAGGERING amounts of information. So…How do you find the stuff your customers are doing? And saying? Data Modeling Social interactions are textual - but there are too many to be read. How do you classify them for actual use? Data Warehousing is Key to Social CRM

8. The Warehouse & Types of Social Data

9. If you’re used to Marketing Analytics and SaaS solutions, you have some “ah-ha” or perhaps some “oh-no” moments coming: Cost & Cycle Time Customer Data Warehouses (CDWs) are often bulky and expensive. Making small changes can seem like a BIG deal. Data Quality CDWs are a vital corporate asset. They are treated accordingly. You can’t move questionable or incomplete data into the warehouse. Customer is KEY CDWs are aptly named. Data must TIE one-to-one to a Customer Record. Warehousing : Some Key Constraints

10. There’s more than one kind of Social Media Data – each with it’s own challenges and opportunities: Level 1: Company Social Reviews, Likes, Community Reg.on YOUR properties. Level 2: Channel Usage The Channels (Facebook, LinkedIn, Twitter, etc.) that the Customer uses. Level 3: Identify/Handle The “name” of your customer in a particular Channel. Level 4: Interests, Topics & Sentiments What they write about (especially when they write about your company) Level 5: Influence How “big” are they “in-channel” (quanity, who they know, etc.) Levels of Social Data

11. Company-Owned Data describes a Customer’s Social Relationship to you. Registration Information Community, Site, Newsletters, Opt-ins, etc. Community Data Status, Posts, Comments, Questions, Ratings, Recency On-Site Reviews Number, Ratings, Products, Length of Rating, Recency Channel Relationships Likes, Tweets, etc. generated from Site. Handle, Area Generated From Level 1: Company Owned

12. Company-Owned Social Data allows you to: Level 1: Company Owned

13. Channel-Usage is typically either a set of flags (Yes-No) or a measure of frequency. Customer Uses Channel (Y/N) Facebook, LinkedIn, Twitter, YouTube, Blog, etc. Recency / Frequency Social usage is sometimes ephemeral. Tracking Most Recent Update Date is beneficial. A combined RF Score would be ideal. A Frequency Measure is a powerful addition (# of updates tracked) Linked Do you have a direct linkage in the channel. Connections How many linkages does the Customer have in-channel? Level 2: Channel Usage

14. Channel Usage Data allows you to: Level 2: Channel Usage

15. Handle is the Key field in the Social Channel. Ideally, it should be linked to your Customer ID. Actual Handle by Channel gangel@semphonic.com/email, @gangel/Twitter, sfangels/YouTube, etc. Key matching Tie to Customer Record – Usually Via email Data Enrichment Companies Blue Kai, Connection Engine, Performable, Rapleaf, etc. Level 3: Handle

16. Handle Data allows you to: Level 3: Handle

17. Topic & Sentiment data is collected at the Customer-level by Handle within a Channel. You don’t want everything the customer talks about. Typically you care about: Brand Mentions & Sentiment Competitor Mentions & Sentiment Product Topic Interest & Sentiment Any key lifestage identifiers Requires Classification Engine Advanced Textual Analysis plus careful thought about Categorization Fields Mindshare, Recency/Frequency by Classification Level 4:Topic & Sentiment

18. Topic & Sentiment Data allows you to: Level 4: Topic & Sentiment

19. Not every level is equally easy or important. Here’s our summary on how to progress across Social Media Data Warehousing. Impact & Difficulty

20. High-Level Model Customer Record Channel Record Channel Record Channel Record Channel Summary Handle Handle Handle Usage Usage Usage Topics & Sentiment Topics & Sentiment Topics & Sentiment

21. Here’s the full-set of Customer Record additions for Social Data: The Full “Social” CDW Model

22. Here’s the full-set of Customer Record additions for Social Data: The Full “Social” CDW Model

23. Here’s the full-set of Customer Record additions for Social Data: The Full “Social” CDW Model

24. Here’s the full-set of Customer Record additions for Social Data: The Full “Social” CDW Model

25. Wrap-up & Discussion

26. Thank you! Gary Angel President Semphonic 415-884-2511 gangel@semphonic.com Scott K. Wilder Digital Strategist Human 1.0 415-205-6060 scott@human1.com