your social customer's conversation is driving your business

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Collective Intellect

The Social Customer is Sharing. Is Your Business Listening?

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

December 12, 2012

REAL TIME SOCIAL ANALTYICS

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Can Customer Service Data Come From Unlikely Sources?


LIKE THE CUSTOMER?

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Is There Really Information of Value in a Tweet?


Isn’t it all just RTs, mentions and links to cat videos?

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Customer Voice, Customer Data


Daypart Gender Location Subjective

Brand Selected Social handle

Dimensions: Taste, Quality Sentiment: Negative

Customers are doing more than mentioning, they’re sharing

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Social Feedback – More Than Mentions & RTs

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

Ratania Green •  1396 Henry Dr •  Sullivan’s Island,SC •  [email protected] •  Married, 23 •  Income 35 K / Yr •  Twitter ID:

@LoveProfusion13

Social recognition links online social identities with traditional data records.

DISH, HBO user High Passion Score For

Lady Gaga

and are providing social feedback that can help your organization extend your understanding

Student

6 Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Social Feedback Can Provide An Early Indicator

•  Kohl’s consistently ranked 14/20 in the Likely to Buy category

•  Kohl’s sales data released a week later validated CI’s rank

@Collectual partnered with CNBC to track 20 key retailers using a social conversation index during Black Friday and Cyber Monday and beyond to understand intent to shop and problem dimensions as compared to just buzz


Social Feedback Can Provide Early Alerts

Consumer conversations related to “Likely to Buy” for Best Buy peaked nearly a week in advance of Black Friday and a week in advance of Cyber Monday.


Best Buy Led the Group in the “Likely to Buy” Category on Black Friday

What’s important to your organization consumer intentions or mentions?


Best Buy Led the Group in the “Likely to Buy” Category on Cyber Monday

Real-time analysis is critical but historical reporting provides context.


Real-time Social Feedback

How would your organization respond?

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Social Feedback is Voice of Customer


Nov 11, 2011


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Insights about consumers preferences enable targeted communication…if companies are listening

Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc. Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

DISH – Technical Problem

DISH – Problem, Content Selection

Open to earned media

Topic

Offer sports-related packaging

DISH – Looking for a channel

Channel lookup content

We qualify consumers and understand them.

Actionable insight

Entertain community development

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Social Feedback creates new engagement points throughout the lifecycle


INITIAL CONSIDERATION

SET PURCHASE

“Loyalty Loop”

Bond Advocate

Enjoy

1. Consumer considers initial set of brands based on perceptions and exposure to recent touch points

4. After purchase, customer builds expectations based on experience to inform the next decision journey

3. Consumer selects brand at moment of purchase

2. Consumers add or subtract brands as they engage in content and evaluate what they want/need

Source: McKinsey

14 Proprietary and confidential. Not to be used or reproduced without the consent of Collective Intellect, Inc.

Social Feedback Resides in All Types of Data

§  20 million unique authors §  500 unique forums/boards §  500,000 posts/day

§  90 million unique authors §  8 million tweets/day §  100,000 new authors/day

§  2.5 million authors §  40,000 unique sites §  200,000 posts/day

§  50 million unique authors §  2 million fan pages/user groups §  1 million+ posts/day

Social Media Consumer Generation

Social media vertical Sub-‐sector Representative playersNetworks/platforms -‐ Social networks

-‐ Professional networks

Content creation, distribution and customization -‐ Content customization-‐ Livecasting and over-‐the-‐top video-‐ Location-‐based services-‐ User content publication and aggregation-‐ User-‐generated video

Communication and interaction tools -‐ Microblogging-‐ Real-‐time communication

§  15 million unique blogs §  1 million+ posts/day §  10,000 new blogs/day

Social Media Consumer Generation

Social media vertical Sub-‐sector Representative playersNetworks/platforms -‐ Social networks

-‐ Professional networks

Content creation, distribution and customization -‐ Content customization-‐ Livecasting and over-‐the-‐top video-‐ Location-‐based services-‐ User content publication and aggregation-‐ User-‐generated video

Communication and interaction tools -‐ Microblogging-‐ Real-‐time communication

Social: §  250M unique authors §  300K new authors/day §  12M posts/day

Enterprise: §  Any text-based data §  Setup within hours

§  600 thousand unique consumers §  60 thousand reviews/day §  25 unique review sites

§  Survey/Focus Group Verbatim

§  Private Community Conversations (External & Internal)

§  Call Center/Email/Chat Transcripts

§  Text-Translated Video

§  Private news, research, feeds

Enterprise Text Data Social Data

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Mentions Are Just the Start of Social Monitoring

Intentions §  Awareness §  Consideration/

Preference §  Purchase §  Referral §  Problem/Issue §  Affinity/Loyalty §  Advocacy

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

Interests §  Category-Level:

Attributes and Associations

§  Brand-Level: Features and Functions

Psychographics Language detection for common ways consumer segments talk: §  Age-Based (e.g. millennial) §  Gender-Based (e.g. women) §  Combinations (e.g. single mom/

parent) §  Life-stage (e.g. Getting Fit,

Newly Pregnant) Often combined with self-published demographic information

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Using Social Intelligence to Transform an Organization into a

Social Business


Nov 11, 2011


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Moving Towards a Social Business


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Social Media Perspectives Within the Enterprise


Company's Perception of Social Media

Source: Social Media Examiner

0

10

20

30

40

50

60

70

80

90

100

Have Strategy Don't HaveStrategy

Innovative andinvaluable tobusiness

Useful and helpful,but could live withoutit

Hasn't lived up to thehype

Complicated and notworth the investment

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Social Media Perspectives Within the Enterprise


Challenges Implementing a Social Media Strategy

Source: Social Media Examiner

36%

22%

21%

12%

9% Not enough data oranalytics to developROI

Getting buy-in fromsenior management

Don't think audienceis active on socialmedia

Social is not part ofstrategic roadmap

Can't develop acompelling businesscase

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Social Business Requires Change

There is a huge opportunity for marketers to: a)  Learn about social media users’

interests and needs b)  Respond with meaningful and

relevant content and offers Based on our research, marketers have been reluctant thus far to use social media because: a)  lack of familiarity with the nuances of

social media b)  Difficulty in tracking ROI to justify

large budgets c)  Lack of suitable technology that can

scale beyond 1-1 marketing

Source: Nielsen, August 2010 http://socialfresh.com/marketers-are-not-spending-their-money-where-users-arespending-their-time/#

Versus


Social Data Can Support Many Business Functions

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Using Social Feedback & Insights: Examples


Nov 11, 2011


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Using Social Intelligence - 1:1 Social Engagement

Example: A client can run a digital campaign encouraging new consumers to follow their official twitter for news and in return follow those people back. A client can analyze those consumers’ conversations and directly engage with those consumers as their conversations warrant it A Pepsi follower tweets “I’m thirsty”. Pepsi can @reply “here is a coupon for our new drink”.

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Using Social Intelligence - Multichannel Marketing

Example: A client receives ~1000 social signals a day and communicates with the consumers directly in a marketing channel where possible based on established opt-in privileges

For example, a J Crew follower tweets “I need new jeans”. J Crew can now email about their new fall sale.

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Using Social Intelligence – Socially-append CRM Consumer Profiles Database Example: Any promotion campaign or content sharing conducted through client’s social assets (e.g., Facebook, Twitter), should seek to capture consumer profile information (e.g. email, cell phone) by providing the consumer incentive to do so

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Using Social Intelligence - Augment Client’s Existing CRM Consumer Database

§  Overview: Clients can employ matching (e.g. mapping) services, via a 3rd Party Provider, that look to find social profiles that connect to their existing email or other personally identifiable records

§  Example: A company in the hospitality industry will look to augment their email records with twitter profiles in order to understand how “digitally savvy” their consumers are. Thereafter, client-identified listening can be implemented, if volumes are appropriate, to support higher scale 1:1 engagement and multi-channel marketing.

Process

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Using Social Intelligence - Expected Results of Email Matching

•  Typically, CI expects to achieve ~40% match rates to social profiles to start

•  Client can conduct this form of matching independently

•  Data results can be provided to Client to assist with appropriate communication based on established industry acceptable privacy/PII policy

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How CI Supports the Social Business


Nov 11, 2011


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Collective Intellect Semantic Analytics Engine Tens of Millions of social media conversations per day across 200+ million authors

Billions of social media conversations available for back-scoring Ability to integrate client’s enterprise text data

Research Insight Interface §  Semantic topic/dimension configuration §  Blended Qualitative & Quantitative Analytics §  Organic/Automated Insight Discovery §  Sample-Based with Projections

INSIGHT

CI’s Text Analytics Product Suite


VIEW Executive Dashboard §  KPIs Tracking (text + structured) §  Customized & Standard templates §  Track spikes, trends, anomalies §  Comprehensive-based

SIGNAL

On-Demand Enterprise Intelligence (Summer 2012) §  Executive/Manager/Analyst Console §  Blended Insight/View Interface §  Self-Service topic/KPI setup §  Comprehensive-based

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Why Does the Market Place Choose CI?


§  Precision - 95% categorization accuracy, auto-theming and granular filters for semantic-based KPIs

§  Performance – processes ten of millions of messages daily, in real-time

§  Usability – product suite that can support executive dashboards, drill-down analytics and research reporting

§  Service – market experts and professional services for the last 6+ years

§  Ease of Deployment – accurate results achieve with minimal configuration and setup (minutes)

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CI’s Semantic Engine – Blends 3 Different & Powerful Technologies


Pre-filter: §  Narrows large data-sets for analysis with

more sophisticated semantic processing ›  Issues with ambiguity ›  Difficult to provide granular filtering

Insight: §  High Quality Similarity Measures §  High Performance for Speed and Precision §  Easier Maintenance §  Used for Highly Accurate Categorization §  Spam identification

Speech analysis: §  Parsing content to diagram context

›  Slow on large, unstructured text ›  Time consuming to adjust with changing

content

Keyword/Boolean

LSA

NLP

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Data Purity = Better Consumer Intelligence Collective Intellect Semantic Categorization of “Reuters-21578, Distribution 1.0” Test Collection (92% correctly categorized in top 2 rankings)


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CI View– Key Performance Indicator (KPI) Dashboard

Key Features §  Customize KPI Dashboard §  Compare/Contrast Segments §  Updated up to hourly §  CI Comprehensive Data Coverage

Key Use Cases §  Executive/Lay-person BI Exploration §  Identify trends, spikes and anomalies to

make course corrections and impact ROI §  Pull insights/reports consistently and daily §  See cause and effect of 1:1 Engagement

& Multichannel Marketing Rapidly

Proprietary and confidential. Not to be used or distributed without the consent of Collective Intellect, Inc.

your social customer's conversation is driving your business

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