Social Media Applied

“Social Media applied…
… I mean seriously!”
Laurens Spigt
Head of Customer Intelligence 1

SAS Institute Company Confidential - For Internal Use Only
Copyright © 2010, SAS Institute Inc. All rights reserved.

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Company Confidential - For Internal Use Only

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EMPOWERED CONSUMERS: EXPLOSION OF DATA: EVOLVING MARKETING ROLE:
Proliferation of Digital Channels Big Data vs. Right Data Dual Mindset

analytical creative

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Company Confidential - For Internal Use Only 6

SCREEN
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POINT AND
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CASH-LESS


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STORAGE BY
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CMO Realities
Challenges To-Dos

Tougher to sell Drive growth

Selecting & Redefine
connecting with customer XP
right customers

Brand Lead innovation
differentiation

Marketing Marketing
performance accountability

Technology Change-
woes Collaboration
agent


Analytic Performance Capability

Savvy, more demanding
consumers
Mobile, social influences
New technologies
Extracting value from data

Source: CMO Council 2011


expectations
Social Analytics CRM Analytics

Social Network Analysis

Web Experience Analytics
Social Media

Integrated Marketing Web Analytics
Management Customer Relationship Management

Customer-Centric
Web Strategies Text Analytics

Email Marketing

As of September 2011

Peak of
Technology Trough of Plateau of
Inflated Slope of Enlightenment
Trigger Disillusionment Productivity
Expectations
time
Years to mainstream adoption:
obsolete
less than 2 years 2 to 5 years 5 to 10 years more than 10 years before plateau

This chart is a composite, derived from Gartner published Hype Cycles.
The particular combination and comparison of items made here has not been reviewed by Gartner.
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Business Applications
Identify Emerging Brand
Threats and Opportunities Proactively Identify and Address
Escalating Consumer Issues
BRAND & ADVERTISING

Understand Response to
Identify Key Service Moments of
Competitive Positioning and Ads
Truth and Differentiators

SERVICE
Retool Online Ad Placements to Leverage Key Online Communities
Capitalize on Key Audiences to Influence Opinion about your
Products & Services

Concept Test to Online
Communities Proactively Prepare Call Centre and
Web Scripts for Escalating
Consumer Issues
Identify Positive Influencers
and Capitalize on Advocacy
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Business Applications
Identify Escalating PR Issues A real-time research
and Proactively Address Them portal for your business

Validate the Significance of PR Competitive Intelligence and
Issues by Looking at Social

RESEARCH
Market Reaction to Product
Response
Launches and Market Changes
PR

Isolate Key Influencers Online
Affecting Your Brand Health to Identify emerging or unmet
Focus PR Efforts market needs

Get Quick Reads on Public
Opinion New Product Concept Testing
and Feedback
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Social Media Maturity Model

What ROI are we getting on digital campaigns? Have we lowered risk? Social
Are we achieving financial and brand-related goals? Scorecard
Competitive Advantage

Based on trends, where are conversations going?
How can our plan optimize impact on traffic, sales? Planning &
Who are the right influencers? Engagement

Historic How do today’s online mentions compare to
Analysis previous period? … same period 2 years ago?

Attributed What are people saying about our customer service?
Listening …our product quality? … our prices? …our selection?

Basic
What are people saying about us? About our competition?
Listening

Degree of Intelligence 20


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Application 1: Pharma Company

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We need to be timely and proactively
aware of the reactions and opinions
expressed by the general public as it
relates to the Federal Reserve and its
actions on a variety of subjects
Federal Reserve Bank of New York

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We need to track purposeful or
deceptive messaging and
misinformation and to pursue counter
messaging of detected adversary
influence operations

Pentagon
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We need mining news for
emerging trends

UN 29


We need to better understand
the experience of unemployed
UN
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Application 2: Fed Gov
 Social Listening Data Specific to
Unemployment is
Pulled, Filtered, Cleansed, Quantified
and Bucketed by Time
 Text Analytics Uncovers Key Themes
which Translate to Coping Strategies
 Content Categorization and Text
Analytic Model Scoring Assign Metrics
to Mood State Dimensions
 Data Enriched to Contain
Macroeconomic and Unemployment
Metrics
 Longitudinal Analytic Model Algorithms
Detect Leading and Lagging Indicators
of Unemployment Shocks

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Lead / Lag Relationship Analysis
Filter Category: Public Transportation

Lag -4

Spikes at negative lags which exceed the gray area are evidence that Unemployment Shock is driving an associated coping
strategy or macroeconomic event. In this example we can see that shocks in US unemployment are followed 4 – 6 months
later by increases in social listening chatter expressing greater uncertainty around Public Transportation usage.
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Lagging Indicators of Unemployment
Shocks - Cross-Correlation Analysis
3 Month Lags

Lag -3

Spikes at negative lags are evidence that document counts filtered by transportation 
repo are lagging indictors for changes in unemployment.

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Application 2 Bis : United Nations
Global Pulse:
Knowing in close to real time the
impacts of a crisis is crucial for the
design of effective policy
responses

 Obvious in the aftermath of a natural disaster
 Financial crisis:
 Reveal a trend where families are pulling children out of schools
in order to work for food
 Combining that information with anonymized mobile phone data
can also show migration patterns

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Application 3: Retail
 1,100 boutiques and 125 outlets
 each brand maintaining its own e-Commerce web site
 Objectives:
 See the bigger picture, understand how social media
conversations affect business results, and apply this intelligence
to decision making
 Enhance internal social media reporting strategy
 Identify key influencers
 Ensure more timely responses to customers and maintain our
high standard of customer service
 Better allocate time and resources spent on social media
management.

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 Market Spring 2012 TV

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 February 2012 study from Forrester Research reporting
that online sales are expected to grow from 7% of
overall retail sales to close to 9% by 2016. The report
stated that European e-Commerce will grow by 78% by
2016, to $230 billion

 “It’s not just listening to and recognizing trends in social
media, but identifying sentiments such as why people
are buying and how they feel about the shopping
experience; how to reach them; what kinds of
products, services and support they want; and much
more” 38


Take away messages:

 Conversate AND Listen
 Social Media is an Iteration, a process
 No CMO Topic
 Incentivation works
 Twitter, FB and …
 Opportunities:
 Indirect
 E-commerce

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Questions?
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Thank you
Laurens Spigt
#lspigt
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Social Media Applied

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