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On the way to Social Nirvana: ROI from Social Media AnalyticsTRANSCRIPT
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