DataSift meetup shree 3-24-2014 (2)

1 Dell - 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 #DSRoadShow14

2 Dell - 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 #DSRoadShow14

Dell - Critical Handling - Confidential

January 2008 Dell aligns organization for success

August 2006 Blog outreach expanded beyond tech Support

December 2006 Ratings and reviews launched on Dell.com

July 2006 Direct2Dell launched Today Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.

February 2006 Michael Dell asked Why don’t we reach out and help bloggers with tech support issues?

January 2007 StudioDell launched Dell’s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.

February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.

June 2007 Dell joined Twitter

EmployeeStorm launched Internal Blogs Launched for Employees.

October 2007 Michael Dell quoted in Business Week In 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 2007 DellShares launched The first investor relations blog by a public company.

March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach

May 2008 Dell Outlet achieved $0.5M in sales via Twitter

April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.

June 2008 Channel blog launched

January 2009 Dell Organizes into four customer focused business units

Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units

June 2009 $2M+ Sales via Twitter

2009 Dell TechCenter

June 2009 Global Twitter revenues of $6.5 M

December 2009 Huffington Post Blog

March 2010 Dell joins Sina Weibo in China

2006 2007 2008 2009 2010 2011…2014

Altimeter recognized Dell

with “Open Leadership Award for Innovation and

Execution”

Social Media & Community University (SMaC U) launched 5,000 team members trained by end of year

B2B pages on Facebook

Dell named the No. 1 most social brand

6 Awards for the Social Media Listening Command Center

June 2010 CAP Days launched In-person events for vocal online customers

December 2010 Social Media

Listening Command

Center launched

Over eight years of social media experience

@shree_dandekar #DSRoadShow14

4 Dell - 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

• No actionable insights No Contextual

Information

• Pretty graphs/charts/reports but what is important?

Too many metrics

• How to integrate social in your business? Not easy of Use

#DSRoadShow14

5 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

Context is key for Business Insights

Clarabridge tagging is by topicSentence Topic Sentiment Intensity

1 Hard Drive (-) -21 Mini 9 (-) -22 Hard Drive Neutral 03 Hard Drive (+) 2

Radian6 tagging is at the Post levelSentence 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…

#DSRoadShow14

6 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

Social ROI

Sentiment Gravity

(degree of sentiment)

Domain Influence

Author Credibility Relevance

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? Where? Who? When? Why?

What if ….

• Capture degree of sentiment on -5 to 5 scale

• Differentiate between “I like my Dell” and “I love my Dell.”

#DSRoadShow14

7 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

Getting actionable insights through social media conversations

1 2 3 4 5

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

#DSRoadShow14

8 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

ROI Case Studies

#DSRoadShow14

9 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

4,328

2,477 2,042

688 1,520

3,024 36 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

vers

atio

ns

SNA

XPS 13 - SNA and Conversations

Volume of Conversations SNARevenue

Rev

enue

Optimizing product pricing strategy

#DSRoadShow14

10 Dell - 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

#DSRoadShow14

11 Dell - 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

vers

atio

ns

(k)

SNA

SNA Wireless Battery Keyboard

#DSRoadShow14

12 Dell - 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…

#DSRoadShow14

13 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential @shree_dandekar

CMO dashboards

#DSRoadShow14

14 Dell - 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

#DSRoadShow14

15 Dell - 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

#DSRoadShow14

16 Dell - Critical Handling - Confidential

Dell – Internal Use Only – Confidential

Thank You

Shree Dandekar Sr. Director of BI/Analytics

Twit - @shree_dandekar

#DSRoadShow14