the next generation of social listening intelligence

© 2014 Converseon Inc. Proprietary and Confidential

The Next Generation of Social Intelligence

Advertising Research Foundation Re:Think March 14, 2016

Rob Key, CEO, Converseon

© 2014 Converseon Inc. Proprietary and Confidential 2

Our Mission: To Provide the World’s Best Social

Insights and Help Integrate Them into our Clients’ Organizations to

Take Meaningful Action


The Dirty Secrets of Social Listening (to date)

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“Far from being unfixable, however, miscalculations in social-media analyses can already be fixed using methods developed to fix similar problems in studies in epidemiology, statistics and machine learning.” - ComputerWorld


Reasons: Booleans Ineffective

("enterprise 2.0" OR "Social Biz" OR "social business" OR "#SocBiz" OR "#SocialBiz" OR "#socialbusiness" OR SocBiz OR SocialBiz OR socialbusiness OR "enterprise social business" OR "enterprise social network" OR "enterprise social grid" OR "social CRM" OR "social BPM") AND ("activity stream" OR "activity streams" OR "application development" OR "best practices" OR "business model" OR "business models" OR "content management" OR "crowd sourcing" OR "customer service" OR "disruptive technologies" OR "disruptive technology" OR "human resources" OR "information technology" OR "next generation social" OR "open social" OR "organizational culture" OR "predictive analytics" OR "product lifecycle management" OR "social analytics" OR "social mail" OR "social portal" OR "social portals" OR "social commerce" OR "customer experience management" OR "innovation management" OR "social app" OR "social application" OR "social applications" OR "social apps" OR "social business app" OR "social business application" OR "social business applications" OR "social business apps" OR "social collaboration" OR "social computing" OR "social learning" OR "social media" OR "social network" OR "social networks" OR "social platform" OR "social platforms" OR "social software" OR "social softwares" OR "social technologies" OR "social technology" OR "soft ware" OR "tool kit" OR "unified telephony" OR "analytics" OR "app" OR "application" OR "applications" OR "apps" OR "benefit" OR "benefits" OR "blog" OR "blogs" OR "bookmark" OR "bookmarks" OR "BPM" OR "collaboration" OR "collaborative" OR "commerce" OR "communication" OR "communities" OR "community" OR "compliance" OR "innovation" OR "connection" OR "connections" OR "CRM" OR "crowdsourcing" OR "engagement" OR "ERM" OR "information" OR "intelligence" OR "intelligent" OR "interaction" OR "interactive" OR "internet" OR "interoperability" OR "learning" OR "mail" OR "marketing" OR "mobile" OR "network" OR "nimble" OR "optimization" OR "optimized" OR "organization" OR "organizational" OR "organizations" OR "platform" OR "platforms" OR "portal" OR "portals" OR "productive" OR "productivity" OR "risk" OR "risks" OR "sales" OR "software" OR "softwares" OR "technologies" OR "technology" OR "tool" OR "toolkit" OR "tools" OR "transparency" OR "transparent" OR "value" OR "voIP" OR "wiki" OR "collective intelligence" OR "customer self service" OR "social grid" OR "content" OR "social content" OR "insights" OR "social selling" OR "social communications" OR "collaborative communications" OR "human capital management" OR "business process management" OR "enterprise resource management" OR "enterprise resource planning")

15% Relevancy


•  Is this tweet positive or negative? •  It depends on whether you work for Verizon or Sprint •  Often, your viewpoint is what makes something positive or negative, but most text

analytics systems are not up to the challenge

Reasons: Listening Tools Have Lacked Context


The same words mean different things

•  An “unpredictable” movie is good, but “unpredictable” braking, not so much

•  We like “small” cell phones but not “small” legroom

•  “Faded” jeans are good, but not “faded” interiors

And Taken a “One Size Fits All” Approach

Your industry has its own lexicon


It’s Simple Math

60% (precision) x 15% Relevancy X Low “Recall” = Problems


The New Era

2016: A New Era


New Deep/Machine Learning Approaches Unlocking Insights

Knowledge-based

Resources

Machine Learning

System Test Data

Training Data/

Libraries

Semi Supervision: Keeps “humans in the loop” for continuous training

Customizable: Trains to domain and brands (“small” may be good for selling smartphones, bad for hotel rooms)

Accurate: Close approximation of human performance at scale (humans that agree with each other) – generally 90-95%

Scalable: Now allows the accuracy of human coding at large scale and speed

Vertical and Brand/Domain Specific

Custom Classifiers: Enables unlimited number of custom classifiers (intent, purchase phase, etc.)

Vertical and brand specific

High Relevancy and Recall: Isolates key data sets rapidly and at most detailed level.

Data approach as represented by Converseon’s ConveyAPI technology


•  Relevance feedback allows you to be in control •  85% accurate

with less than one hour’s work vs 15% by

boolean

No More Booleans


High Recall, Precision, Relevancy Example

negative 4%

neutral 15%

positive 81%

Cool Whip Sentiment: Convey

negative 3%

neutral 84%

positive 13%

Cool Whip Sentiment: Industry Standard

Industry standard sentiment analysis for Cool Whip over-indexes neutral, failing to represent true consumer opinions of the brand and identify brand advocates:

Industry Standard Convey Sentiment Precision 38% 83%

Relevancy 46% 91%


High Recall: Entity (Facet) Level Analysis

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•  It had a slightly buttery off-note •  I disliked the aftertaste •  The taste was decidedly foul •  I would never eat this again •  The taste of it turned my stomach •  This the worst tasting #@&*% ever

New Metrics: Intensity


New Metrics: Emotion and Intensity Analysis Example Emotion analysis reveals the insight that Thanksgiving is when consumers turn to social media to share their feelings about Cool Whip, associating it directly with the joy of Thanksgiving dinner with family

N/A Low

Intensity Medium Intensity

High Intensity

joy 10% 45% 28% 14%

disgust 0% 1% 1% 0%

anticipation 0% 1% 0% 0%

anger 0% 0.1% 0.3% 0.1%

sadness 0% 0.1% 0.1% 0%

trust 0% 0% 0% 0%

surprise 0% 0% 0% 0%

fear 0% 0% 0% 0%

0 200 400 600

Oct Nov Dec Jan Feb Mar Apr

May Jun Jul

Aug Sep Oct

Monthly Expressions of Joy in Mentions about eating Cool Whip

2014

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Emotion and Intensity in Messages about Eating Cool Whip

“I'm so excited for thanksgiving just for pumpkin pie. With a giant tub of cool whip. And some apple cider. Maybe with a side of turkey.”

Source: Converseon analysis of public online records, November 2015.


Custom Classifiers Unlock Deeper Insight and Facilitate Organizational Adoption

Advocacy

Brand Champions

Product Adoption

Fact / Opinion Product

Applications

Brand Personality

Purchase Intent

Purchase Stage

Sentiment

Technology allows an unlimited number custom classifiers


5%

17% 11%

35%

17%

11%

12%

6%

0%

25%

50%

75%

100%

Customer Journey Analysis Example

Smartphone Category

11% 14% 13% 19%

54% 35%

14% 22%

41%

14%

22% 42% 42%

27%

0%

25%

50%

75%

100% Fear

Distrac>on

Apprehension

Pensiveness

Acceptance

Trust

Serenity

Surprise

Interest

Sadness

Annoyance

Disgust

Anger

An>cipa>on

Joy

Mul>ple Categories

Emotions in the Purchase Funnel


New Metrics: Audience Analysis

WOMEN make up 70% of Cool Whip Advocates

80% of Cool Whip Advocates are WHITE

0% 8%

73%

18% 1%

13-17 18-24 25-34 35-44 45+

White 79%

Black 16%

Hispanic 4%

73% of Advocates are aged 25-34

Food 58%

Religion 58%

Beverages 49%

Humor 49%

Nutrition 41%

Parenting 39%

Fitness 39%

School Life 38%

Health Care 38%

Family 37%

Cool Whip Advocates are interested in FOOD, FAMILY LIFE, and HEALTH

@AshleyKfit Ashley Kaltwasser Athlete Top interests: Fitness, Multimedia, Travel

@how2girl Courtney Sixx Model and step-mother Top interests: Fashion, Family, Charity

@manwhohasitall Comedian and father Top interests: Parenting, Nutrition, Beauty

Top Advocate Influencers are minor celebrities – comedian, model, athlete


Multiple Peer Reviewed Studies Have Shown Predictive Capabilities of Convey-Powered Data

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Professor Wendy Moe and David Schweidel, conducted analysis of social conversation versus offline brand tracking using Converseon data. .

New WOMM Media Mixed Modeling Study (utilizing Converseon data)

95% precision + 85% Relevancy + High Recall


And is Enabling Mainstreaming and Integration

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Business Outcomes

Brand Equity (Brand Preference &

Advocacy) Sales / Share Outcomes

Meaning & Engagement

Meaning (Language, Attributes,

Culture, Consumer Interest Profiles)

Engagement Behaviors

(Community Size & Behavior Toward

Brand)

Purchase Disposition

(Path to purchase)

Marketing Effectiveness Spending

Impressions (Amplification via Paid,

Owned vs. Earned)

Return (Marketing Return on

Investment)

Social Inputs/ Classifiers:

Brand Equity: Consumer preference + advocacy; Social NPS (actual advocating versus intent) Brand Meaning: language, topics, emotions, imagery, opinions, perceptions Engagement Behaviors: Interacting with brand beyond functional purpose. (likes, retweets, etc.)

Purchase: Purchase funnel analysis; intent to buy


…Across Organizations

Product Launch, Unmet Needs, Segmentation, Outliers, etc

Brand Tracking

Innovation

Customer Journey/Advocay

Advanced Enrichment


How to Access….

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•  If you have an application in need of social data, it is available through a ConveyAPI REST API

•  For basic listening, it is available in Conversation Monitor •  Also available through growing number of ecosystem

partners •  Converseon provides a full range of research and

consulting products to clients looking for turnkey solutions


Introducing Conversus™: DIY

Works as stand alone or in conjunction with most basic listening platforms for enhanced listening, intelligence and integration


Final Thoughts: Social Intelligence in 2016

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ü  Pervasive data layer, not application specific (APIs)

ü  Interoperable with legacy systems

ü  Accurate and predictive

ü  Domain and brand adaptable

ü  The rise of custom classifiers

ü  Integrated with other Voice of Customer intelligence

ü  Brand tracking, market mixed modeling, business intelligence and more

ü  Integrated


Thank You

[email protected] @robkey

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the next generation of social listening intelligence

Data & Analytics