On the way to Social Nirvana: ROI from Social Media Analytics Shree... · Social Media maturity cycle Data recording and Listening 1 Ad-hoc approach Optimized approach Sentiment Analysis
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1Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
On the way to Social Nirvana: ROI from Social Media Analytics
Shree Dandekar
Sr. Director, BI/Analytics Strategy
Twit: @shree_dandekar @LTaccelerate
2Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
Social Media maturity cycle
Data recording and Listening
1
Ad-hoc approach Optimized approach
Sentiment Analysis
2
Engagement
3
Customer Care
4
Social ROI
5
Social CRM
6
• Customer
sentiment by
topics/ Social
Properties
• Influencers Vs.
Detractor
identification
• Marketing
automation
• Lead
generation
• Content
curation
• Social Selling
• Promotions
• Early warning
system
• Campaign
effectiveness
• Customer
feedback
metrics
• Competitive
intelligence
• Product ideation
• Brand reputation
measurement
• Creating brand presence
• Building communities
• Social KPI’s
• Social Dashboards
• Social content creation
• Engaging stakeholders (internal/ external)
• Aggregating
Social data
• Data filtering
• Trend
monitoring
• Share of voice
• Segmenting
data by Social
properties
• Reporting
• Geo location
• Customer
interaction
• Social Outreach
• Product Design
• Proactive
customer care
content
creation
@shree_dandekar@LTaccelerate
Dell - Critical Handling - Confidential
January 2008Dell aligns
organization
for success
August 2006Blog outreach expanded beyond tech Support
December 2006Ratings and reviews launched on Dell.com
July 2006Direct2Dell launchedToday Direct2Dell exists in
English, Spanish, Norwegian,
Japanese and Chinese.
February 2006Michael Dell askedWhy don’t we reach out and help
bloggers with tech support issues?
January 2007StudioDell launchedDell’s video and podcast site, with
helpful tips and tricks. Eventually
expanding this into the YouTube
channel making sharing easier.
February 2007IdeaStorm launchedA voting based site allowing
customers and others to
submit ideas for Dell.
June 2007Dell joined Twitter
EmployeeStorm launchedInternal Blogs Launched
for Employees.
October 2007Michael Dell quoted in Business WeekIn response to Jeff Jarvis question around
whether companies want to be part of the
online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 2007DellShares launchedThe first investor
relations blog by a
public company.
March 2008Accepted Solutions launched on Community Dell France begins Online
Community OutreachMay 2008Dell Outlet achieved$0.5M in sales via Twitter
April 2008Inside IT launchedBlog focused on business
customers, and Cloud
Computing.
June 2008Channel blog launched
January 2009Dell Organizes into four customer focused business units
Spring 2009Members of Community and Conversations deployed within each of the new Dell Business units
June 2009$2M+ Salesvia Twitter
2009Dell TechCenter
June 2009Global Twitter revenues of $6.5 M
December 2009Huffington Post Blog
March 2010Dell joins Sina Weibo in China
2006 2007 2008 2009 2010 2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
Social Media & Community University (SMaC U) launched5,000 teammembers trained byend of year
B2B pages on Facebook
Dell
named
the No.
1 most
social
brand
6 Awards for the Social Media Listening Command Center
June 2010CAP Days launched In-person events for vocal online customers
December 2010Social Media
Listening Command
Center launched
Over eight years of social media experience
@shree_dandekar@LTaccelerate
4Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Need for new solutions…
• Majority of social media posts classified as neutral
Poor Sentiment Accuracy
Poor Sentiment Accuracy
• No actionable insights No Contextual
InformationNo Contextual
Information
• Pretty graphs/charts/reports but what is important?
Too many metrics
Too many metrics
• How to integrate social in your business?Not easy of UseNot easy of Use
@LTaccelerate
5Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Context is key for Business Insights
Clarabridge tagging is by topic
Sentence Topic Sentiment Intensity
1 Hard Drive (-) -2
1 Mini 9 (-) -2
2 Hard Drive Neutral 0
3 Hard Drive (+) 2
Radian6 tagging is at the Post level
Sentence Topic Sentiment Intensity
NA Dell Neutral NA
separates into 3 distinct clauses
and assigns sentiment by
topic/context for each clause.1) "(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9
3) The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XP/USB install"
2) which originally came with an 8GB PCIE SSD.
identifies single topic and
assigns sentiment to entire post.
“(More customer reviews)I purchased this drive to repair/upgrade a dead drive in a Dell Mini 9 which originally came with an 8G PCI SSD. The 16gb was a nice addition, and it was instantly recognized in BIOS, and booted just fine with my XPS/USB install”
Customer quote
Actual sentiment/topic assignment…
@LTaccelerate
6Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Social ROI
SentimentGravity
(degree of sentiment)
Domain Influence
Author Credibility
Relevance
What?What?
• Dynamic
• Real-time• Capture
positive /
negative
opinion
• Analyze at
conversation /
sentence /
topic level
• Analyze context
and recency
(comment about
recent product or
EOL product)
• Look for language
indicating place in
buying cycle
• Segment
authors on
demographics,
sociographics,
past
transactions,
“bias” and the
number and
“type” of
stakeholders
they can likely
influence
• Take into
account where
the comment
originated
• Recognize that
a comment
made on
WSJ/Forbes is
more significant
than personal
Facebook page
How?How? Where?Where? Who?Who? When? Why?When? Why?
What if ….
• Capture
degree of
sentiment on -
5 to 5 scale
• Differentiate
between “I like
my Dell” and “I
love my Dell.”
@LTaccelerate
7Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Getting actionable insights through social media conversations
11 22 33 44 55
Listen:
More than 25K
Dell
conversations
every day
Enrich:
Filter, categorize
and determine
sentiment using
best-in class NLP
and Text
Analytics engine
Collate:
Calculate metrics -
which represents
overall brand
advocacy and the
advocacy behind
individual
contributing facets of
the product /
business
Deliver:Real-time tool
for tracking and
monitoring SNA
and actionable
insights for
business
managers
Aggregate:
Aggregate all
conversations
pertaining to
Dell / industry /
competitors
@LTaccelerate
8Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
ROI Case Studies
@LTaccelerate
9Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Revenue
Revenue
4.328
2.477 2.042
6881.520
3.02436 36 32
48
30
41
0
1000
2000
3000
4000
5000
-
10
20
30
40
50
1/10 1/17 1/24 1/31 2/7 2/14
Vo
lum
e o
f C
on
ve
rsa
tio
ns
SN
A
XPS 13 - SNA and Conversations
Volume of Conversations SNARevenue
Revenue
Optimizing product pricing strategy
@LTaccelerate
10Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Using relevant chatter to quickly rectify support issues
0
50
100
0
2
4
6
8
10
12
14
Vo
lum
e o
f C
on
ve
rsa
tio
ns
(k)
SN
A
SNA Wireless Battery Keyboard
@LTaccelerate
11Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
0
2
4
6
8
22
24
26
28
30
Q1 Q2 Q3
NPS
SNA
Capitalizing on real-time NPS
@LTaccelerate
12Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Improve Search Engine Optimization
Listen to Social Media Conversations
Apply Listening Algorithm and Identify Buzzwords
•Touch screen laptop
•Tablet laptop
•Duo laptop
•And others…
@LTaccelerate
13Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
CMO dashboards
@LTaccelerate
14Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
A few business applications
Product Development
• Primary Research
• Early Warning system
• New Product Ideation
Marketing
• Instant feedback on campaigns
• Improve Product messaging and
offers/promos
• SEO/SEM
NPS Diagnosis
• Issue identification and
tracking
• Predicting NPS based on
SNA
Sales
• Lead Generation and
Scoring
Support/Customer Service
• Improve coverage
• Prioritization of support
issues
M&A
• Research on potential
acquisitions
• Customer reaction on
upcoming acquisitions
@LTaccelerate
15Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
Convergence of Social, Mobile and Cloud is disrupting marketing
@LTaccelerate @shree_dandekar
16Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
Our Customer Customers have shifted
the way they learn, consume, and engage
during the buying journey. Digital dominates.
Customer Experience DesignPlanning what, where and how we want to engage and develop customer conversations to acquire & develop.
Technology & AnalyticsLeveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.
Content StrategyCreating, managing and publishing high quality content as a strategic asset –mapped and personalized to customers.
Our Customer-centric Marketing ModelThree key areas, all focused on our customer.
@shree_dandekar@LTaccelerate
17Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
• Connected CRM• Marketing Automation
AdTech:• Real-time Analytics and
ROI
Technology & Analytics
Leveraging big data analytics and technology to engage customers in a targeted, personalized and more efficient way.
InformationThe ability to
create and manage a 360
view into the customer.
PersonalizedData can customize
messages for customers through dynamic, data-driven modular content.
Audience Definition
Able to define customers to
target based on specific criteria
Cross-PlatformContinuing the conversation with customers regardless of device.
Real-Time Targeting the right customer at the right time with the right message.
ResponsiveDriving deeper personalization by responding to customers behaviors and interests –on any platform.
Data is revolutionizing marketing through technology platforms; And working together, drive an optimized, 1:1 customer experience and higher ROI.
Connected CRM Data
Analytics & Insights
@shree_dandekar@LTaccelerate
18Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
@shree_dandekar
Key take away
• Social ROI is not a myth!
• Start with a Social Media strategy
• Social Media analytics is a multi-step journey
@LTaccelerate
19Dell - Critical Handling - Confidential Dell – Internal Use Only – Confidential
Thank You
Shree DandekarSr. Director of BI/Analytics
Twit - @shree_dandekar
@shree_dandekar@LTaccelerate
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