Social Data Analytics

Nov 2011

Understanding social data types, segmenting social consumers and social data integration

Agenda

• Learn about the different social data types

• Learn how to identify social customer segments

• Learn how to integrate social consumer data with internal customer data

Social Data Types(Way Beyond “Likes”)

Social Participation Skyrockets

And so does data generation….

Social Data ExplosionMore than 900 million objects that people interact with each day (pages, groups, events and community pages)

More than 200 million Tweets per day

More than 3 billion videos viewed per day

More than 3 million checkins per day

These activities generate valuable social data that can reveal NEW knowledge about consumer behavior

Sources: Facebook, Twitter, YouTube, Foursquare

Example: Anatomy of a Tweet

Tweet Meta-data may contain:

-Demographic data-Psychographic data-Location data-Intention data-Referral data-Sharing data

Companies Struggling to Cope

Data generation is rapidly outpacing our ability to manage and understand how to use it.

Sources: IBM CMO Study http://bit.ly/shpHb3

Resources and Needs Not Aligned

The talent gap is widening. Current supply is a shallow pool that cannot meet growing demands.

Hiring from the outside isn’t the silver bullet (or even a realistic option in many cases). Internal education is critical.

Sources: IBM CMO Study http://bit.ly/shpHb3

Use the Right Data for the Job

Q: Is social contributing to our enterprise goals?

A: Well, we have 2,834 Facebook

Likes…That’s not cutting it!

The Social Data Tree

Behavioral

Location

Sharing

Referral

Brand/Product

Intention

Psychographic

Demographic

Demographic Data

Age Education

Gender Income

Race

- Used for making broad generalizations about groups of people- Most common data type used- Has limitations. Not all individuals will conform to the profile- Table stakes. Start here and layer on other data types

Psychographic Data

Personality Lifestyles

Values Interests

Attitude

- Combined with demographics, used for highly targeted outreach and/or advertising- Self reported by consumers on social platforms- Gives companies opportunities to better understand and align with consumer needs, wants

and expectations. (a.k.a. to be helpful and relevant).

Intention Data

Desired State

Planned Events

Desired Product

Planned Activities

- Good for understanding what consumers “want” or “want to do”- Least accurate data type, can lack contextual relevant details (ex: in-market)

Behavioral Data

Past actions, activities that can be used as a predictor of future intentions

- Allows companies to more appropriately target segments for better marketing results- Allows companies to use personal preferences and interests to move closer to a true one-to-

one relationship with their customers

Location Data

Physical location of a consumer

- Provides contextual understanding at a certain point in time- Can trigger contextually relevant promotions and/or rewards- Can be used to identify intent- Provides opportunity for brands to improve offline customer experiences by understanding

behavior patterns in location and opinions shared with it

Referral Data

Ratings Rewards

Reviews Non-Verbal Gestures

- Can be used to identify brand promoters, detractors- Provides insight into product/service attributes matter most

Brand/Product Data

Brand/Product related conversations

- Can provide richer understanding of consumer perspective on specific aspects of products and/or brand measures

- Represents unfiltered consumer feedback- Helpful in optimizing product launches, product development roadmaps, and content

strategies

Product Attributes Product

Measures

Conversation types

Sharing Data

Reach Clicks

Shares Conversions

Generational Sharing

- Identify brand advocates that actively spread branded content- Learn how branded content travels through generational sharing- Understand word of mouth, what they share, why they share it

Social Data Segmentation(Segment or Die)

Aggregate is the Enemy

All Visitors? Total Pageviews? Total Likes? People Talking About This? Followers/Fans/Friends?

The list goes on…..

“All data in aggregate is crap” –Avinash Kaushik

Gratuitous Data Puking =

Why should Marketers care?-Get closer to the nirvana of personalized, one-to-one relationship w/consumers. Build value into every engagement!

-Experiences and information need the right audience first and foremost Find the right audience.

-Improved targeting (outreach/advertising) Ex: Facebook uses a combination of demo, psycho, product, location, and referral data

-Identify and convert the most profitable customer segments

-Prioritize consumer segments and align marketing investment against it (we can measure their outcomes!)

Why should Analysts care?-Find the answers to the “why” and “how” questions of consumer

behavior-Go beyond data puking! (no more “hits” reporting)

Social Segmentation Benefits

Social Segmentation Methodology

7. Segment results.

6. Scale across your unique ID list (aka customer)

5. Optional: content consumption/creation mapping, influence analysis

4. Expansion. Build out social profiles of specific individual, across data types mentioned above

3. Calculate and match to individual

2. Search social profiles using unique id

1. Find a unique ID (email, twitter handle, linked profile, etc…)

Social Segmentation Tools/Vendors

Main CapabilitiesAggregates user information by resolving email addresses or social networking handles

Some offer APIs that can match email addresses to

profile URLs across 125 social networks

Can integrate with offline data sources as well

(telephone, identity, location)

Social Segmentation Tools/Vendors

24

Capabilities FlipTop FullContact Qwerly PeekYou Rapleaf Rapportive Spokeo

Social affiliations (profiles)

Demographics

Geographic

Interests

Career/Education

Wealth/Finance

Health

Linked URLs

Reverse email search

Reverse phone search

API access

Partner with 3rd party info

Influencer Measurement

Available UnavailableAvailable but not comprehensive

Social Segmentation Examples

People search by username/profile

name

Social profiles identified and tied

to real identity

Social Segmentation Examples

Segment Non-Social Visitors from Social Visitors

‣ Value of FB Fans and social engagement

‣ Leverage messaging tactics for performance improvement and increased conversions

Social Segmentation Examples

Empirical research suggests that the lifetime value of a promoter is worth at least 4-5x that of passives (neutral customers) or detractors (unhappy customers).

Promoters buy more often, spend more, refer more, and cost less to acquire and serve.

Net Promoter ScoreTM is a customer loyalty metric developed by Fred Reichheld, Bain & Company, and Satmetrix. It categorizes customers into three segments; promoters, passives, and detractors.

Social Data Integration(bridging the gap)

“The merger of unstructured and structured data will fuel the next

revolution in business intelligence”-Prasanna Dhore

Global Customer Intelligence, HP

This is just the beginning…

Why Social Data Integration?

Social Data Integration Framework

Social Data Integration Example - HP

Unstructured data: product conversations from social media

Structured data: purchase and service history from crm and support databases

Social Data Integration Example - HP

Classify each product conversation from social according to product attributes

Social Data Integration Example - HP

Connect the dots to structured sales and service data. Improve sales forecasting and service/support resource management

Social Data Integration Example - HP

HP Social Data Integration Results:

-Strong social data signals about a product were a leading indicator for increased sales and registrations (use cases: marketing optimization by spend, audience and channel)

-Strong negative sentiment in media signals about a product were a leading indicator of increased support tickets/calls (use cases: operations efficiency. Managing customer support resources)

Ken BurbaryVP, Group Director, Social Strategy & Analysisken.burbary@digitas.com@kenburbaryhttp://www.digitas.comhttp://www.kenburbary.com