ieg201205 shesha shah dell social media measure
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Harvesting Information Excellence
Information Excellence
2012 MAY Session
Mobile Social Network Analytics A deployment use case
Dr. Jay Bharatheesh SimhaCTOAbiba Technologies
Social Media measurement and ROI: marrying big social-media-data with
Business contextIn house use case
Dr. Shesha Shah, Social Media Marketing and Intelligence team DELL India DGA Team
Thank You
for hosting us today
Today’s Speakers
Dr. Shesha Shah is with Social Media Marketing and Intelligence team at DGA, DELL India at Bangalore. She has done masters in Computer Science in 1996 and PhD in Data Mining in 2001 from Indian Institute of Science, Bangalore.
She works in areas of Social Media, eBiz, and web analytics for applications IR, Merchandising and Marketing in different domains as a specialist. She is with Marketing Science team with focus on research and technology innovation.
She has published in technical journals and filed a few patents as well. She has worked with global companies, both in India and US for the last 15 years. She has also received the Dell India Innovator of the year 2012 for developing a new measurement system and tool – called Social Net Advocacy –for Social Media Analytics and that is getting integrated in Dell’s business.
Social Media measurement and ROI: marrying big social-media-data with business context Companies often rely on Social metrics like fans and followers but they could be misleading for a business. Instead, a measurement is needed that will focus on the business outcomes of the account, whether it be for being involved in influencing them, transacting leads or conversions, fostering word of mouth, improving customer service and support, or generating ideas for future products or the brand.
Dr. Shesha Shah
Social Media Measurement
May 26, 2012 @ Indian Institute of Science
Shesha Shah, Ph.D. Global Social Media Marketing and intelligence, DELL
Global Marketing
Social Media is Big today
Any/all of the
properties below will
qualify for BIG data
Volume
Variety
Velocity
Global Marketing
Market research shows
that two-thirds of adult
internet users (65%) now
use a social networking site
Looking at usage on any
day, 43% of online adults
use social networking.
Social Network Site Use Growth % of online adults, 2005-2011 Source: Pew Internet & American Life Project
8%
16%
29%
46%
61%
65%
2%
9%
13%
27%
38%
43%
2005 2006 2007 2008 2009 2010 2011
Ever Yesterday
Social Site usage grows from 8% to 65%
India - Innovation
Dynamic customer journey
More data is available than ever before
Consumer has more choices than ever before – new sources, new channels
Most advanced companies are conducting social business Holistically, beyond individual silos
Develop a strategy across mediums and spans all phases of funnel
Global Marketing
Customer journey is an integrated approach
Social Media
plays a big role
here
Global Marketing
How companies organize for social business
Global Marketing
Evolution of the Social Corporate Website
Global Marketing
Dell social sites
Global Marketing
Overwhelming average corporate owned accounts on social media
Global Marketing
Social Media Measurement Framework
Right tool is still
a challenge in
social space
Global Marketing
Standard for Influence: Klout, Followers, fans, …
92
Klout: 100
95
94
1M TW followers
2M Fans
Is Justin Bieber really
more influencial than
Barack Obama?
Global Marketing
Sentiment is not reflect in measures used…
Global Marketing
Demo
Global Marketing
Social is integrated into business at Dell
Real-time view into social
Global Marketing
Different sources, one tool
The solution is build on NLP and categorization. So, any unstructured text can be presented to the tool .
– Social Media chatters
– Contact center logs
– Emails from customer and survey data
Global Marketing
How can business benefit?
• Social targetting - SCRM
• Brand measurement
Global Marketing
Automation can help with Big data challenge
With scheduled alerts for,
• Sudden change in volume or sentiment
• Key topics trends to understand intentions around purchase
• Competitive analysis in a context.
Global Marketing
Marketing spreads into social at Dell
• Online reviews are effective and on multiple platforms
– A multi-directional channel of communication
• There is a balance between context and privacy.
– Understand the new 'social contract' by setting expectation on how you will use their data
• To reach the customer, companies should deploy intention strategy across multiple channels like online, phone, social media etc.
• At Dell, we developed a novel measurement (SNA) to capture advocacy in real-time in a diagnostic tool.
– a real-time contextual metric that weaves social media into Dell’s fabric.
Global Marketing
Different sources, one tool
The solution is build on NLP and categorization. So, any unstructured text can be presented to the tool .
– Social Media chatters
– Contact center logs
– Emails from customer and survey data
Global Marketing
Thank you
Global Marketing
Reference and content used from
• Un-measurable success : http://www.mediabistro.com/alltwitter/files/2012/05/roi-social-media.png
• Slide share presentations - Hub spot and Altimeter
About Information Excellence Group
Reach us at:
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presentations: http://www.slideshare.net/informationexcellence
twitter: #infoexcelemail: informationexcellence@compegence.com
Thank You for hosting US today
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