social media applied

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Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

“Social Media applied… … I mean seriously!”

Laurens SpigtHead of Customer IntelligenceSAS Institute

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2m Tweets0 Silo slides20m pieces of content posted online3 SMA implementation examples 750K hrs video loaded to YouTube6 take away messages 50m videos seen on YouTube1 non relevant slide100m using Facebook40K photos uploaded to Flickr1 super trooper Maturity model20K blogs posted

During the next 40 minutes …

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EMPOWERED CONSUMERS:Proliferation of Digital Channels

EXPLOSION OF DATA:Big Data vs. Right Data

EVOLVING MARKETING ROLE:Dual Mindset

analytical creative

6Company Confidential - For Internal Use OnlyCopyright © 2010, SAS Institute Inc. All rights reserved.

EMPOWRED CONSUMERS


SCREEN CULTURE


POINT AND KNOW


CASH-LESS


EXPLOSION OF DATA


DATA STORAGE BY INDUSTRY


DATA STORAGE BY REGION


EVOLVING MKT ROLE


CMO Realities

Challenges

Tougher to sell

Selecting & connecting with right customers

Brand differentiation

Marketing performance

Technology woes

To-Dos

Drive growth

Redefine customer XP

Lead innovation

Marketing accountability

Change-Collaboration agent


Analytic Performance Capability

Savvy, more demanding consumers

Mobile, social influences

New technologies

Extracting value from data

Source: CMO Council 2011

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Technology Trigger

Peak ofInflated Expectations

Trough of Disillusionment Slope of Enlightenment Plateau of

Productivity

time

expectations

Years to mainstream adoption:

less than 2 years 2 to 5 years 5 to 10 years more than 10 yearsobsoletebefore plateau

As of September 2011

This chart is a composite, derived from Gartner published Hype Cycles. The particular combination and comparison of items made here has not been reviewed by Gartner.

CRM Analytics

Customer Relationship Management

Customer-Centric Web Strategies

Email Marketing

Integrated Marketing Management

Social Analytics

Social Media

Social Network Analysis

Text Analytics

Web Analytics

Web Experience Analytics

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Business ApplicationsIdentify Emerging Brand

Threats and Opportunities

BR

AN

D &

AD

VE

RT

ISIN

G

SE

RV

ICE

Concept Test to Online Communities

Retool Online Ad Placements to Capitalize on Key Audiences

Identify Positive Influencers and Capitalize on Advocacy

Understand Response to Competitive Positioning and Ads

Proactively Identify and Address Escalating Consumer Issues

Identify Key Service Moments of Truth and Differentiators

Leverage Key Online Communities to Influence Opinion about your

Products & Services

Proactively Prepare Call Centre and Web Scripts for Escalating

Consumer Issues

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Business ApplicationsP

R

RE

SE

AR

CH

Identify Escalating PR Issues and Proactively Address

Them

Get Quick Reads on Public Opinion

Isolate Key Influencers Online Affecting Your Brand Health to

Focus PR Efforts

Validate the Significance of PR Issues by Looking at Social

Response

New Product Concept Testing and Feedback

Identify emerging or unmet market needs

Competitive Intelligence and Market Reaction to Product

Launches and Market Changes

A real-time research portal for your business

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Social Media Maturity Model

Degree of IntelligenceDegree of Intelligence

Com

petit

ive

Adv

anta

geC

ompe

titiv

e A

dvan

tage

Basic Listening

What are people saying about us? About our competition?

Attributed Listening

What are people saying about our customer service? …our product quality? … our prices? …our selection?

Historic Analysis

How do today’s online mentions compare to previous period? … same period 2 years ago?

Based on trends, where are conversations going? How can our plan optimize impact on traffic, sales?

Who are the right influencers?

Planning & Engagement

Social Scorecard

What ROI are we getting on digital campaigns? Have we lowered risk?

Are we achieving financial and brand-related goals?

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Application 1: Pharma Company

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We need to be timely and proactively aware of the reactions and opinions expressed by the general public as it relates to the Federal Reserve and its actions on a variety of subjects

Federal Reserve Bank of New York

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We need to track purposeful or deceptive messaging and misinformation and to pursue counter messaging of detected adversary influence operations

Pentagon

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We need mining news for emerging trends UN

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We need to better understand the experience of unemployed UN

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Application 2: Fed Gov

Social Listening Data Specific to Unemployment is Pulled, Filtered, Cleansed, Quantified and Bucketed by Time

Text Analytics Uncovers Key Themes which Translate to Coping Strategies

Content Categorization and Text Analytic Model Scoring Assign Metrics to Mood State Dimensions

Data Enriched to Contain Macroeconomic and Unemployment Metrics

Longitudinal Analytic Model Algorithms Detect Leading and Lagging Indicators of Unemployment Shocks

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Lead / Lag Relationship AnalysisFilter Category: Public Transportation

Spikes at negative lags which exceed the gray area are evidence that Unemployment Shock is driving an associated coping strategy or macroeconomic event. In this example we can see that shocks in US unemployment are followed 4 – 6 months later by increases in social listening chatter expressing greater uncertainty around Public Transportation usage.

Lag -4

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Lagging Indicators of Unemployment Shocks - Cross-Correlation Analysis

Spikes at negative lags are evidence that document counts filtered by transportation repo are lagging indictors for changes in unemployment.

Lag -3

3 Month Lags

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Application 2 Bis : United Nations

Global Pulse:

Obvious in the aftermath of a natural disaster

Financial crisis: Reveal a trend where families are pulling children out of schools

in order to work for food Combining that information with anonymized mobile phone data

can also show migration patterns

Knowing in close to real time the impacts of a crisis is crucial for the design of effective policy responses

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Application 3: Retail

1,100 boutiques and 125 outlets

each brand maintaining its own e-Commerce web site

Objectives: See the bigger picture, understand how social media

conversations affect business results, and apply this intelligence to decision making

Enhance internal social media reporting strategy Identify key influencers Ensure more timely responses to customers and maintain our

high standard of customer service Better allocate time and resources spent on social media

management.

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Market Spring 2012 TV

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February 2012 study from Forrester Research reporting that online sales are expected to grow from 7% of overall retail sales to close to 9% by 2016. The report stated that European e-Commerce will grow by 78% by 2016, to $230 billion

“It’s not just listening to and recognizing trends in social media, but identifying sentiments such as why people are buying and how they feel about the shopping experience; how to reach them; what kinds of products, services and support they want; and much more”

http://www.forrester.com/US+Online+Retail+Forecast+2011+To+2016/fulltext/-/E-RES60672

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Take away messages:

Conversate AND Listen

Social Media is an Iteration, a process

No CMO Topic

Incentivation works

Twitter, FB and …

Opportunities: Indirect E-commerce

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Questions?

social media applied

Business

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