We've been using social media monitoring tools for several years to listen to what customers are saying about our brands. However, with the explosion of big data, these tools are no longer effective. This presentation describes a better approach to social intelligence which provides actionable insights.
Value Proposition canvas- Customer needs and pains
Social Media Monitoring is Dead
1. SDL Proprietary and ConfidentialSDL Proprietary and Confidential
Social Media Monitoring is Dead
Moving forward with Social Intelligence
Warren Sukernek, VP Social Business
bit.ly/ws-smw
2. http://bit.ly/ws-smw
A valuable customer is one
that is committed to buying
products or services, sharing
content and advocating brand
Social
Intelligence
gives you a
contextual view
into your
customers’
experience.
Social media
monitoring only
goes so far.
4. 4
SDL: Global Customer Experience
4
Publicly traded company, long-term
stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries
1,500+ enterprise customers and partners
Innovative technology and services for
enriching global customer experiences
Award-winning technology and services
Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
bit.ly/ws-smw
5. 72 of the Top 100 Global Brands
*Source: Interbrand, 2011
5
6. Value of Listening
the complaint
the compliment
the problem
the competitor
the crowd
the influencer
the crisis
the question
the campaign
impact
the point of need
Details can be found:
•http://www.radian6.com/blog/80/top-10-reasons-brands-should-listen-to-social-media/
•http://www.radian6.com/blog/87/another-5-reasons-brands-should-listen-to-social-media/
8. An industry being disrupted.
Source: http://socialmediaanalysis.com/acquisitions.html
9. Consolidation and competition will revolutionize the
landscape
The social listening category will die. For too long, listening vendors
focused on tracking and reporting what happened in social channels,
an approach that offered marketers limited insights and a flawed,
incomplete view into social measurement. Today, many listening
vendors keep social data in a silo, intent on building their own
database and marketing technologies. But listening platforms will be
unable to replicate the functionality of established marketing
technology categories, such as marketing automation, email
marketing, and big CRM companies, and so are likely to fail. The future
for listening platforms is grim, unless they can improve their ability to
turn data into insights and those insights into action through
integration with broader marketing technologies.
The Four Social Marketing Tools You Need, Forrester - Nate Elliott and Zach Hofer-Shall,
February 25, 2013
10. This “value chain” is boiling down to 4
distinct social marketing tools* that
matter in this ecosystem
Social Listening
Uncover consumer
insights
- Aggregate content
- Provide analytics
*Forrester, Feb 2013
Social Depth
Provide depth for product
exploration
- Build social content into
sites
Social Reach
Find new audiences
- Create & spread new content to
increase product discoverability
Social Relationship
Increase engagement w/ customers
- Publishing engaging content
- Responding to user feedback
Marketing
12. 53% of people on Twitter recommend products in their Tweets
Every second 2 new members join LinkedIn.
In 2013, every 10 minutes we produce the same amount of data from the beginning of
mankind to 2003.
People upload 100 hours of new video to YouTube every minute
90% of the world's information was generated in the past two years in a form that
computers can't understand ( unstructured data).
Data, data everywhere
13. Too much data, not enough insight
Data
Obesity
CC: Tim Zim
Insight
Scarcity
CC: Jah
14. Social Media Monitoring is dying because:
• There is an abundance of data
• Commoditization
• Shelfware
• Overlap of applications
• Lack of integration
bit.ly/ws-smw
21. The case for social data
strengthens when
presented with a
compelling definition.
• Let’s define ‘Social data’
as:
“any user or participant-
generated content published
on the web. It is typified by the
voluntary engagement
between consumers, or with
brands they engage with
through activity in blogs,
forums, video and photo-
sharing sites, social-
networking and microsites.
22. SOCIAL INTELLIGENCE POWERS THE ENTERPRISE
Social Intelligence gives businesses the
tools to leverage the wealth of social
data available and create true business
value.
Using data-driven social intelligence
insights enables businesses to create
risk management plans, leverage
proven industry best-practices, better
understand the competitive landscape,
and execute smart product
development and campaigns.
SDL Social
Intelligence
Best
Practices
Crises,
Issues & Risk
Mgt
Product,
Campaign &
Brand
Measurement
Competitive
Intelligence &
Market
Validation
360-degree
Customer
Insights
Segment &
Persona
Development
bit.ly/ws-smw
23. THE VALUE SOCIAL DATA BRINGS
Analyzing and deriving insights
based on social data gives
businesses a real-time, non-biased
view of the customer and their
experiences.
This means businesses can easily
shorten the purchase cycle and
ensure constant relevance for
products and services as markets
and customer needs change.
*source: Gartner
By 2015, the 20% of enterprises that employ social media beyond
marketing will lead their industries in revenue growth. *
24. The SDL Customer Commitment
Framework helps businesses
understand what customers care
about, the reasons behind their
actions, their attitudes and triggers
for their behaviors, and translate
these experiences into strategic
opportunities.
RAISING AWARENESS, CONVERTING SHOPPERS INTO
CUSTOMERS, AND CUSTOMERS INTO ADVOCATES
80% of businesses believe their customer
experience is superior, while only 8% of
customers agreed**
**source: Bain & Co survey
25. CUSTOMER COMMITMENT FRAMEWORK IN ACTION
• KPIs - in the form of scores that model
and predict customer behavior
• Customer Experience & Journey
Mapping - aligning the KPIs against
specific, measurable steps in the
customer journeys
• Contextual Customer Segmentations
- highlighting the valuable customer
targets groupings for optimal focus
• Customer Personas Mapping -
providing a comprehensive and deeper
level of under-standing of the behaviors
and emotional drivers for the identified
contextual customer segments
26. -30
0
30
-30 0 30
ChangesincepreviousQuarter
Delta – vertical average
Product C
Product B
Product A
Product D
Improving and Above Technology AverageImproving but Below Technology Average
Declining but Above Technology AverageDeclining and Below Technology Average
Size of ball
= volume
Sample Dashboard Analytics
29. ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers
with real-time insight and foresight to optimize
customer experience. The Customer Commitment
FrameworkTM enables global brands to develop and
measure product, brand and engagement strategies to
drive growth and increase revenues. www.sdl.com/si
About SDL
SDL enables global businesses to enrich their customers’
experience through the entire customer journey. SDL’s
technology and services help brands to predict what their
customers want and engage with them across multiple
languages, cultures, channels and devices. SDL has over 1,500
enterprise customers, 400 partners and a global infrastructure
of 70 offices in 38 countries. 42 out of the top 50 brands work
with SDL.
When you understand what your customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors you can translate these experiences into strategic opportunities. According to a Bain & Company survey, 80% of businesses believe their customer experience is superior, while only 8% of customers agreed. Social Intelligence gives you the tools and insight to better understand your customers as they progress along their journey to buying products or services, sharing content and advocating for your brand.
Data Rich, insight poorGetting overwhelmed by digital exhaustData obesity, insight depravityData + insight = opportunity
GartnerBy 2015, the 20% of enterprises that employ social media beyond marketing will lead their industries in revenue growth. Nearly 90% of the data in the world has been created in the last two years alone, with social and mobile data accounting for a large part of that. By analyzing and deriving insights based on the social dataset you gain a real-time, non-biased view of your customer and their experience. Modeling the unstructured conversations occurring in the social web provides a deep and holistic understanding of that experience. This means you can adjust your strategy now, without waiting for a post-mortem. * source: published on the Gartner website: http://www.gartner.com/technology/topics/social-media.jsp